ADDRESSABLE TV
BECOMING MAINSTREAM
Out of the pandemic, Addressable TV emerged as the fastest growth
HOW IT channel as addressable TV homes grew from 10 million to 22 million
PANNED HH’s.
OUT IN 2022 The growth was primarily because of 3 factors:
o 90% TVs sold were smart TVs.
o Increased in broadband connections
o Content explosion on OTT and increased daily usage and MAUs
FIFA viewership touching 11-12Mn on CTV was an eye opener on adoption
of CTV viewership.
We saw the emergence of FAST channels- Samsung Ads and The Q.
Addressable TV offered clients the opportunity to complement Linear TV
plans with reducing spill over, incremental reach & reaching niche
audiences.
It was also effectively used for store launches and other hyperlocal
targeting like point of interest and audience data from ACR devices and
geo data partners.
At groupM we launched our geo-grid data platform FCAP, to target CTV
ads on specific geo-keys fused with census, bureau, geo-spatial and
point of interest data. We have over 70 clients using.
Addressable TV consumption has proliferated the TV landscape at scale
specially in NCCS A and AB; we now have Chord Switchers, Chord
Shavers and Chord Nevers as the new audience cohorts on TV. WILL THIS In 2023 we expect connected TV households will increase from 22
million to 30 million households. This accelerates the need of
CONTINUE TO BE integrating Connected TV planning with Linear TV.
IMPORTANT
Emergence of household ID; unifying devices connected to a single
FOR 2023? network will be interesting data for marketers from an omni channel
HOW WILL point of view.
IT EVOLVE? Projects are underway to make linear television addressable. This will
deliver use cases as broadcasters, distributors and tech platforms
will come together.
A lot of FAST channels beyond the dominant players will emerge as
OEM’s will source for more content on their native OS. This can lead to
further chord shaving or chord cutting.
As Addressable TV HH’s will have more choices to watch LIVE TV
channels over the top.
ACR Data will increase targeting capabilities and measurement.
Addressable TV ad creatives will be more hyper-localized &
personalized and create higher ad engagement with relevance.
Retail Media Advertising on CTV will become a highly effective
Out of the pandemic, Addressable TV emerged as the fastest growth channel for brands.
channel as addressable TV homes grew from 10 million to 22 million
HH’s.
The growth was primarily because of 3 factors:
o 90% TVs sold were smart TVs.
o Increased in broadband connections
o Content explosion on OTT and increased daily usage and MAUs
FIFA viewership touching 11-12Mn on CTV was an eye opener on adoption
of CTV viewership.
We saw the emergence of FAST channels- Samsung Ads and The Q.
Addressable TV offered clients the opportunity to complement Linear TV
plans with reducing spill over, incremental reach & reaching niche
audiences.
It was also effectively used for store launches and other hyperlocal
targeting like point of interest and audience data from ACR devices and
geo data partners.
At groupM we launched our geo-grid data platform FCAP, to target CTV
ads on specific geo-keys fused with census, bureau, geo-spatial and
point of interest data. We have over 70 clients using.
Addressable TV consumption has proliferated the TV landscape at scale
specially in NCCS A and AB; we now have Chord Switchers, Chord
Shavers and Chord Nevers as the new audience cohorts on TV. BOOM-TIME
FOR SPORTS BUSINESS
IPL media rights set the ball rolling for multiple marquee rights
HOW IT acquisition – ICC Media Rights, which were monetized later in 2022,
PANNED went for USD 3 Billion (Rs. 24,000 Cr.) till 2027.
OUT IN 2022 The inaugural edition of Women’s IPL bagged a whopping Rs. 951 Cr.
for 2023-27 season and BCCI Media Rights is round the corner in 2023.
Further, IPL traditionally has been an indicator for the media weather
and the readings where indicate that digital media is one to keep an
eye on with BCCI media rights.
WILL THIS Government of India in the recent Union Budget for Sports has
increased the budget by 34% (from 2462.59 to 3397 crores). This is
CONTINUE TOvery encouraging for the sports business and many new initiatives
BE IMPORTANTwill take place in the ecosystem of sports. Sports federations will
invest at a grass root level, develop talent and premier leagues.
FOR 2023? Talent wellbeing and training will get elevated with global standards.
HOW WILL IT We see team owners increasing their footprint overseas to build their
fan base, scout talent and build valuation for their team. Sports today
EVOLVE? is the only genre promising appointment viewing; hence we are
seeing increased investing from TV and streaming platform to
acquire sustained audience on the back of live sports. Lastly, first
party data is becoming more important from the point of fan
engagement hence we will see more thrust on acquisition and
leverage of First Party Data from the stakeholders. ADVANCED
INTELLIGENCE
TO COUNTER DIGITAL
FRAGMENTATION
HOW ITIn 2022, we predicted the rise of Advance Intelligence to counter
digital fragmentation as it was humanly impossible to process and
PANNED
act upon data points that were hitting marketing systems and use of
OUT IN 2022
AI/ML was critical.
2022 saw marketers adapt their strategies towards automation to
drive efficiency & efficacy. Artificial Intelligence amplified media
capabilities to bring a solve for the biggest challenge for marketers in
digital – ‘Fragmentation’.
We saw positive advertising results ranging from 5% to +30% across
clients. GroupM’s proprietary technology CoPilot was the secret
behind winning on Display & Video for over 130 clients. We also saw
usage in areas of creative, leading to hyper personalization and
hyper localization use cases.