Connected TV Upfronts: Quality content, the power of nostalgia & unifying measurement

“We predict that Connected TV ad spend is going to reach £3bn in the UK by 2028”, said James Chandler, IAB UK’s CMO, quoting IAB Compass to open our 2024 Connected TV Upfronts. And while CTV is fast becoming a stalwart on media plans as large brands harness its premium quality environment and smart targeting, James pointed out that one of the key drivers of future growth will be mid-size businesses. What followed was an essential download of expert advice and unmissable opportunities from the companies defining the shape of CTV…

Championing expert sports coverage 

“We’ve got over 2,400 hours of live sports between now and the end of the year,” said Warner Bros. Discovery’s Katie Coteman, sitting down with former England rugby player Ugo Monye and Warner Bros. Discovery’s Alex Hodge. Monye - who is now a TNT Sports host - discussed the upcoming Autumn Nations Series, which will see 21 rugby matches take place across 4 weeks, starting with England vs New Zealand. While Monye is primarily focused on rugby, he also drew attention to the fact that TNT Sports facilitates “cross-pollination between sports”, such as involving him - an avid Arsenal fan - with its Premier League coverage. Asked about what he’s looking forward to when it comes to sports in 2025, Hodge said “women’s sports in general - it has a real drive around it”, while Monye said he expects the Women’s Rugby World Cup to be a “another Lioness moment.” Fingers crossed! 

Quality content = 50% better ad retention 

Premium content was also in the spotlight during Sky Media’s session, as Dan Cohen, Director of Product and Innovation, shared a number of upcoming shows - including ‘The Day of the Jackal’ starring Eddie Redmayne. Cohen discussed four areas where Sky Media is focused on delivering when it comes to working with advertisers: producing quality content; making its content accessible to more people; ensuring accountability so that advertisers know they’re getting real results; and ensuring simplicity within the ad buying process. Making the case for why advertisers should prioritise quality content, he pointed out that Sky sees 50% better retention for ads when people are engaged with shows. When it comes to simplifying the ad buying process, Cohen said that Sky Media has created a Generative AI powered model to help advertisers define their target audiences and then optimise activity across different platforms accordingly.

Premium is a timeless concept 

69% of people are more likely to notice a brand if it appears in a premium environment, according to the results of ‘Prescribing Premium’ - a report from NBC Universal and Freewheel. As David Evans - Vice President of Research, Global Data & Insight at NBC Universal - said “premium is a timeless concept”, evidenced by the fact that Friends topped NBC’s measure of ‘Top 15’ most streamed shows in 2023. This taps into the power of nostalgia and pockets of fandom that endure the test of time. From an advertising perspective, Evans shared how nostalgic ads have been proven to have a higher entertainment value - such as McDonald’s ‘As featured in’ campaign. Pippa Scaife, Vice President of Global Partnerships, shared the array of NBC Universal produced content that advertisers can leverage to tap into the power of nostalgia - from Xena the Warrior Princess to The Little Mermaid. 

Standards to preserve the quality of TV

In the CTV industry, standards are vital to deliver brand safe environments and the credibility, trustworthiness and prestigiousness so often associated with linear TV, explained Rich Brant - Senior Director of Advanced TV at Vevo. With fewer people tuning into linear TV channels - particularly among younger cohorts - the Vevo team have priortised unifying targeting across its fragmented network and delivering de-duped measurement. When it comes to capturing the attention of young people, Vevo is delivering according to Nav Gadhvi - Senior Manager, International Research Sales - who shared the results of a new facial tracking study with YouTube. It shows that premium content drives 40% more active attention, while Vevo’s content drives 39% higher attention rates among 18-34 year olds. Finally a special performance from Vevo artist Cat Burns wrapped up the afternoon - a brilliant example of how great music holds people’s attention!

Digital Upfronts ran from 2-24 October 2024. Find out about all the events here.