rebalancing ad spend during covid-19: finding your ... · habits trending higher than saving for...
TRANSCRIPT
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Tech-Talk Webinar, Live April 16
Rebalancing Ad Spend During
COVID-19: Finding Your
Audience on Connected TV
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Tech-Talk Webinar, Live April 16
Rebalancing Ad Spend During
COVID-19: Finding Your
Audience on Connected TV
![Page 3: Rebalancing Ad Spend During COVID-19: Finding Your ... · habits trending higher than saving for the first time in 2020. 12 Grocery content is dominant, but home ... are now highly](https://reader034.vdocuments.us/reader034/viewer/2022050106/5f4435b17cc5a07cb147fce5/html5/thumbnails/3.jpg)
Maxwell Knight
VP of Analytics Services,
Amobee
3
Presenters
Mike Evans
SVP of Demand
Facilitation at SpotX
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Crisis changes consumers behaviors
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Understanding change creates opportunities
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Possible phases of COVID-19 that affect consumer behavior
Consumer behavior will continue to evolve and change.
Stay in Place Social Distancing New World
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Re-evaluate
consumer behavior
Examine inventory
consumption
Rediscover where
your audience is
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Steps for rebalancing ad spend during COVID-19
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Re-evaluate consumer behavior
▢ Influence of location
▢ Perception of availability
▢ Opportunism and research
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Environments influence us...
Influence of location
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Influence of location
… and as a result, what we buy changes
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As COVID-19 panic spreads across the United States, New Year’s resolutions of frugality dwindled
US Retail Content Consumption TrendsJan 1, 2020 – Mar 26, 2020
KEY TAKEAWAY
Though many consumers are
not leaving their homes during
the pandemic, they are still
shopping. The latest data
reports consumer spending
habits trending higher than
saving for the first time in 2020.
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Grocery content is dominant, but home decor & cleaning increased in importance toward the end of Q1 2020
US Shopping Interests
KEY TAKEAWAY
At the start of the pandemic,
consumer content consumption
primarily revolved around
grocery content and the panic
of rapidly depleting supplies
like antibacterial disinfectants
and toilet paper.
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Grocery content is dominant, but home decor & cleaning increased in importance toward the end of Q1 2020
US Shopping Interests
KEY TAKEAWAY
With almost the entire country
on lockdown, we are seeing a
substantial surge in consumer
interest in Home Decor
followed by Furniture for the
month of March.
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Perception of availability
Basic needs are the same...
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Perception of availability
But how do we perceive their availability?
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On average, consumers are more likely to engage with Takeout Options on weekdays
Consumption of Takeout Options-Related ContentDining Out Content | Mar 1 – Apr 1, 2020
KEY TAKEAWAY
More American households are
seeking easy options like food
takeout and delivery to help
offset some of the changes
caused by the pandemic,
including school and childcare
cancellations and managing
work responsibilities from home.
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Jan 24 – Feb 24, 2020
Feb 24 – Mar 24, 2020
Consumption of Takeout Options Content | Dining Out Content Only
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Focus on Takeout Options has shifted from lunch to dinner
KEY TAKEAWAY
Marketers need to rethink their
daypart assumptions to reflect
new consumer behaviors.
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Brands hoping to capitalize must emphasize their availability
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…And alcohol too
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Insights reveal delivery & pickup engagement has increased 147% at the end of Marchfor alcohol
Beer & Wine Engagement | March 2020
KEY TAKEAWAY
Even in unprecedented times
such as these, consumers are
not compromising on life’s little
luxuries and taking advantage
of services such as beer and
wine delivery.
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Opportunism and research
The outside world might be on pause...
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Opportunism and research
… but the new consumer is a bargain hunter
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Car dealerships are now highly associated with Coronavirus
Top Associations | Mar 1 - 31, 2020
KEY TAKEAWAY
Consumers are drawn to
purchase-related articles
focused on new car deals,
online car purchasing, and
interest in outdoor lifestyle-
oriented automakers such as
Jeep due to restlessness at
home.
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Engagement with new car content reached a new peak on March 28
Consumption of New Car-Related ContentAutomotive Vertical | Feb 1 – Mar 31, 2020
KEY TAKEAWAY
Consumer interest in New Cars
has the potential to increase as
new offers and purchase
options become available.
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Examine inventory consumption
▢ Look across all channels
▢ Analyze the changes
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The New York Times used Cuebiq data to examine movement within the 25 largest metro areas
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Normally people move around more on the weekends, with a fairly predictable pattern.
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Source: NYTImes,April 3rd
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See if you can spot the difference on March 13th
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Source: NYTImes,April 3rd
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Here is another set of time series data, tracking percent change of a metric from a February 15th base:
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Here is a highly scientific analysis of the two time series:
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Source: NYTImes,April 3rd
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The new time series is the relative value of US CTV CPMs to February 15th, 2020
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Zooming into March, we can see bid opportunities for CTV on an increase:
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Supply is up, demand hasn’t kept pace, and prices are falling
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There has never been a better time to achieve cost effective reach with CTV
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Re-discover where your audience is
▢ Deep dive into the opportunities
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Our OTT partners within the Lumascape
97% of premium OTT providers
work with SpotX
Version 1.7
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CTV viewership
SpotX observations since March 12
● CTV viewership is spiking across practically
every content genre, with news and
entertrainment up significantly
● Viewership has increased across every
daypart – “primetime is all the time”
● Advertisers are adapting to changes in
viewership and consumer behavior –
businesses reliant on physical locations have
pulled back, brands that are more digital in
nature have leaned in
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SpotX video viewership
Viewership growth by content category
SpotX Platform: March 26 – April 1, compared to March 5 – 11
Health
Kids
eGaming
Travel
Weather
Audio
News
Technology
Entertainment
3.30%
19.49%
20.96%
22.29%
30.17%
30.38%
30.95%
31.72%
44.57%
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CTV viewership is up across all dayparts
Source: SpotX platform, April 9
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CTV ad spend
Source: SpotX platform (April 2 – April 8 compared to March 5 – 11), categories are based on IAB categorization
525%hobbies & interests
Increasing ad spend by advertiser category
28%family & parenting
21%arts & entertainment
➔ ➔ ➔
Decreasing ad spend by advertiser category
85%travel
90%sports
76%automotive
➔ ➔ ➔
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Audience interest is
fueling content
● CTV provides budget conscious audiences with
an alternative to cable subscription and access to
a plethora of free (ad-supported) channels
● Binge-worthy shows, sports nostalgia, classic
movies, and kids entertainment are all in high-
demand as an alternative to “live” TV
● Media owners ( e.g. Pluto and Crackle Plus) are
spinning up new channels to feed the interest of
audiences looking for new content
● Sports fans are seeking “non-live” endemic
programming and switching time spent to other
genres like cooking and comedy
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SpotX has identified four types of sports fans and what we think they’re likely to be watching
Redirecting advertiser spend
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We will see a new world of consumer behavior.
How you navigate the seas of change does
unlock new marketing opportunities.
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Stand with us.
Spread the truth.
Advertising Industry
COVID-19 PSA
To donate please visit:
https://pages.amobee.com/contribute-covid-psa
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Discover the latest insights from Amobee
pages.amobee.com/Discovery-COVID19
● Access public Amobee Brand Intelligence Dashboard
● Download our vertical market specific workbooks
● Register to receive our new eBook: Doing More With Less: How to Adapt Your Brand to The New Reality
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Tech-Talk Webinar, Live April 16
Thank you!
COVID-19 PSA
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Amobee Advertising Platform
Amobee Brand Intelligence Dashboard
Amobee is an end-to-end platform that gives users a unified workflow from robust discovery tools like Brand Intelligences to activation across all screens including CTV.
Amobee CTV datamarket place includes 60,000+ audience segments that can be used to target across all screens.
Working with us
● Platform Licenses for enterprise brands, agency an broadcasters
● Strategic Solution Services for nimble agencies and brands
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SpotX is the global leader in OTT/CTV ad supply
OTT distributors Device manufacturersvMVPDs Programmers & broadcasters
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SpotX is the global leader in OTT/CTV ad supply
OTT distributors Device manufacturersvMVPDs Programmers & broadcasters