IAB Spain has released their 2023 Connected Television Study, the main objectives are to analyse the consumption habits and uses of Connected TV users and to measure the market and its evolution in Spain. This study, led by the IAB Spain Connected TV Commission, is sponsored by Samsung Ads and has been prepared in collaboration with Elogia .
As the report establishes, Connected TV continues to grow and has reached 31 million users in Spain, achieving greater penetration among females (92%) and among Internet users between 35 and 54 years of age (94%). It also reveals that 6 out of 10 Internet users watch audiovisual content through their Smart TV. Set Top Box, Smartphone and Laptop follow as the most used devices to connect to Connected TV. It is consumed on average just over 2 hours a day (132 minutes) and is mostly done in company and looking for entertainment.
YouTube, Amazon Prime Video and Netflix are the most used digital platforms among Connected TV users. YouTube, Mitele and Pluto are positioned as the platforms where the most advertising is consumed. The main drivers for seeing more advertising on Connected Television are: enjoying a lower monthly subscription price, advertising not interrupting important broadcast moments and obtaining free services or physical gifts.
Magnite's latest research study, “Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5” finds that streaming TV, which comprises television content streamed via the internet on any device, is now the most-watched form of TV across the region and delves into how consumer attitudes and viewing habits are reshaping the streaming landscape in the UK, France, Germany, Spain and Italy.
As streaming offerings expand in line with rising viewership, the study finds the majority of viewers prefer ad-supported options, and 82% watch some form of ad-supported content, with 78% watching internet-delivered content across multiple devices.
Key findings from Magnite’s study include:
To explore additional insights, please click here.
The European Connected TV (CTV) market has skyrocketed in recent years. Where the worlds of TV and digital have been gradually merging over time, more and more consumers have been tuning out of traditional Linear TV options and moving into online streaming, paving the way for the CTV phenomenon. In Europe, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message. But for the CTV market to reach its full potential in Europe scale is key, and for that to happen programmatic CTV needs to be adopted.
IAB Europe's ‘Guide to the Programmatic CTV Opportunity in Europe’ was originally written by experts from the Programmatic Trading Committee to help planners and buyers of media understand and navigate how CTV can operate programmatically.
Since the CTV landscape in Europe continues to evolve, the Committee has provided updates to the Guide to ensure it continues to provide clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It provides a European-level overview of the CTV programmatic supply chain and the CTV options available to advertisers and addresses the challenges that planners currently face to make the most of the opportunities and demand in this space. It also offers some key considerations and best practices to ensure programmatic CTV is being optimised and used effectively.
Thank you to the following contributors who helped us to update this useful guide:
On the 30th of November, IAB Europe hosted a Transparency & Consent Framework (TCF) webinar with a special focus on CTV. Didomi and Consentmanager discussed the best practices for the industry when it comes to CTV and consent, looked at what solutions exist and how stakeholders can adhere to privacy and data protection regulations.
Watch the recording here and download Didomi and Consentmanagers presentations below.
Host: Helen Mussard, Chief Marketing Officer, IAB Europe
Speakers:
Ninon Vagner, Privacy and Compliance Manager, IAB Europe
Jeff Wheeler, Head of Product for North America, Didomi
Jan Winkler, Founder and CEO, Consentmanager
On the 29th of November, IAB Europe hosted a Transparency & Consent Framework (TCF) webinar with a special focus on CTV. Sibbo and Sourcepoint joined the session to discuss best practices for the industry when it comes to CTV and consent, what solutions exist and how stakeholders can adhere to privacy and data protection regulations.
Watch the recording here and download Sibbo and Sourcepoint's presentations below.
Host: Helen Mussard, Chief Marketing Officer, IAB Europe
Speakers:
Ninon Vagner, Privacy and Compliance Manager, IAB Europe
Agustin Perez Buendia CEO, Sibbo
Miguel Alvarez Hevia CMP Business Development Manager, Sibbo
Pat Effinger, US Client Services Director, Sourcepoint
Chris Maurer, Solutions Consulting Director Sourcepoint
This one sheet provides a handy summary of the key opportunities, challenges & solutions and measurement considerations for Connected TV in Europe taken from IAB Europe's latest Guide to Connected TV.
The worlds of TV and Digital have been coming closer together for some time. With the rapid adoption of smart TV, streaming apps and devices the convergence is accelerating at a dizzying pace, radically transforming the media landscape. There has been rapid interest from broadcasters and buyers alike in finding new ways to enable more programmatic execution of advanced TV.
IAB Europe’s Buyers Guide to CTV was originally written by experts from the Brand Advertising Committee in 2020 to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers. Since the CTV landscape in Europe continues to evolve, the Committee has provided updates to the Guide to ensure it continues to provide clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It looks at the overall European CTV landscape providing local market data. It also offers some key considerations and best practices to ensure that advanced TV environments are being optimised.
To bring further clarity to the Connected TV landscape, IAB Europe has also updated its list of CTV definitions. In order to ensure this clarity is not blurred across borders, IAB Europe has aligned with IAB UK on these definitions.
Thank you to all contributors who helped us to create and share this useful guide.
Download the updated Guide and Definitions below!
Technology has disrupted numerous areas of the advertising industry and the world of television is certainly no exception. With the rise of Connected-TV (CTV) advertising, and greater access to advertising across ad-supported streaming platforms, advertisers have benefited from the addressability and data-driven approach of digital, married with the premium experience of TV. Yet, traditional linear TV still holds the lead and is deemed the holy grail of advertising, above CTV.
As such, Samsung Ads, with the help of Verve research agency, has surveyed over 700 UK consumers to measure advertising engagement on AVOD/FAST services versus linear, and other streaming formats.
So, how does AVOD measure up to linear advertising? Does all advertising within a streaming environment drive the same engagement? And how do consumers feel about the value exchange of ads for free quality content? Is there a level of trust, enjoyment and engagement that ads deliver across platforms?
Technology has disrupted numerous areas of the advertising industry and the world of television is certainly no exception. With the rise of Connected-TV (CTV) advertising, and greater access to advertising across ad-supported streaming platforms, advertisers have benefited from the addressability and data-driven approach of digital, married with the premium experience of TV. Yet, traditional linear TV still holds the lead and is deemed the holy grail of advertising, above CTV.
As such, Samsung Ads, with the help of Verve research agency, has surveyed over 700 UK consumers to measure advertising engagement on AVOD/FAST services versus linear, and other streaming formats.
So, how does AVOD measure up to linear advertising? Does all advertising within a streaming environment drive the same engagement? And how do consumers feel about the value exchange of ads for free quality content? Is there a level of trust, enjoyment and engagement that ads deliver across platforms?
Watch this webinar with Samsung Ads and a panel of experts as they unveil the results from this study and discuss some of the driving forces behind consumers’ perceptions and acceptance of advertising on their TVs.
Speakers:
Andrej Timoracky, European Research & Insights at Samsung TV & Mobile Services
Jessica Holmes, Managing Partner at Wavemaker
Andy Jones, Head of Agency Development at Samsung Ads
Cassandra McDonald, Senior Research Manager, UK & International at Vevo
IAB Europe's Virtual CTV Event is a series of panel discussions and market deep dives to explore the emerging and exciting digital advertising channel that is Connected TV (CTV). On the first Virtual CTV Day of 2022, industry experts came together to talk about everything, from the current CTV landscape in Europe to the latest on measurement and targeting!
Watch the full event recording here or keep reading to find out more about the individual panels and recordings.
The event began with an insightful keynote presentation from IAB Europe's Senior Digital Advertising Analyst, Tom Suttle, on the latest stats and facts from the CTV ecosystem.
Watch Tom's presentation here.
The first panel discussion of the day: CTV in 2022 was moderated by Gregor Fellner, Director of Business Development at Rakuten Advertising.
We are starting to see the easing of COVID restrictions across the globe, but what will this mean for the CTV landscape in 2022? This panel reflects on how the pandemic has shaped the CTV market over the past 2 years.
For this highly relevant conversation ad Q&A, Gregor was joined by:
The second panel discussion and Q&A: CTV Targeting and Measurement was a deep dive into the latest challenges for our industry when it comes to CTV and cross-screen measurement, as a follow on from our recently released Guide to CTV Targeting and Measurement. Moderator, Jessica Trainor Vice President Ad Platform Partnerships at Comscore was joined by:
Watch the recording here to understand the current hurdles and what needs to be done to overcome them.
The event finished with another keynote, but this time from Shailley Singh, SVP Product Management & Global Programs at IAB Tech Lab. The presentation - Latest CTV Advertising Standards with IAB Tech Lab - covers recent and upcoming standards releases and revisions to support the growth of Connected TV and cross-media video. It will be an opportunity to learn how new feature- both recently released and planned for IAB Tech Lab standards, software and Transparency Centre make buying, selling, delivering and measuring Connected TV safe, transparent and TV like experience for advertisers and consumers.
Watch the recording here to understand what is new for CTV in Open RTB, Transparency Centre, Video Ad formats, Open Measurement and more.
We want to say a massive thank you to our excellent speakers and to our listeners.
We hope to see you all at the next Virtual CTV, later in the year!
The European digital video market is seeing rapid growth. In Europe, it now commands nearly 40% of all display spend and is the fastest-growing segment within social. Innovations in this space, such as advances in video quality, mean that this growth will likely continue at speed.
However, the market is highly fragmented by factors including media consumption habits, regulation, and media trading cultures. There is also a lack of research into formats and the factors affecting buying decisions in the online programmatic video space.
Additionally, and as with other forms of digital advertising, identifying and measuring audiences across screens and touchpoints is becoming more of a challenge as platforms and services proliferate and the depreciation of cookies takes its toll. Any solution to this challenge will need to win the trust of consumers if it is to be fit for purpose.
Given the complexity of the digital video market, in December 2021 IAB Europe and PubMatic invited advertisers and agencies to take part in an industry survey. In doing so, we hope to further the understanding of online video formats and the factors influencing buying behaviours across Europe.
The survey attracted respondents who command significant volumes of advertising supply and demand.
Below is an infographic summarising the key findings. Download the full report at the bottom of the page.
This Guide follows IAB Europe’s Guide to Connected TV (CTV), Guide to the Programmatic CTV Opportunity in Europe, and the Guide to Brand Safety in CTV to address an industry ask to delve deeper into this channel, to explore the targeting and measurement options and best practices for CTV.
It has been developed by members of IAB Europe’s Channels & Formats Task Force to provide an overview of the targeting and measurement capabilities currently available, as well as to share key considerations for the buy-side. Given that this channel is evolving so quickly, it also dives into what the future holds for measurement and targeting in this space.
Thank you to the following people who contributed to the Guide:
On 2nd November, IAB Europe hosted an Industry Insider with Magnite.
The webinar was hosted live and you can watch the recording here.
Brands and their agencies are continuously looking to better understand the newly emerging digital TV landscape. Devices, such as connected TVs, have opened new streaming possibilities and, in the process, changed the way advertisers need to approach their TV strategies.
In this webinar, we looked at new research from Magnite and Statista. Extending upon two research projects conducted in H1 by SpotX and Magnite respectively – this new report provides advertisers with an in-depth analysis of TV viewers in the UK, France, Germany, Italy and Spain, to better understand the markets’ CTV behaviour and trends. We see how CTV has changed the way advertisers need to approach their TV and omnichannel strategies moving into 2022 and beyond.
You also hear from a panel of experts as they discuss this highly relevant topic.
Speakers:
Watch the session recording here.
Download the CTV report here.
In order to understand the status of programmatic adoption across Europe on both the buy-side and sell-side of the digital advertising industry, IAB Europe’s Programmatic Trading Committee developed the Attitudes to Programmatic Advertising survey in 2015. Now in its seventh year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.
The survey attracted respondents who command significant volumes of advertising supply and demand. More than three quarters of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above.
The survey dives into the following areas:
Download the report below to discover the following highlights and more:
Thank you to the following members that helped to compile the report:
Written by CTV experts at Smaato, the latest OTT/CTV Advertising eBook is raising the bar with knowledge-driven decisions. You’ll discover everything in one place: from the high-level definitions to the nitty-gritty tips, you’ll learn the benefits of the format, advantages of Dynamic Ad Insertion (DAI) and programmatic auction types, opportunities to maximise revenue, and more. Plus, there are new sections on RTB targeting, OTT Audio Ads, and how to reach audiences while respecting user privacy.
Together with Smaato’s proprietary platform data and extensive industry research, get insights on the latest digital ad tech trends for publishers and marketers. What are the best ad formats to keep users engaged and improve your monetisation strategy? What are the pros of programmatic bidding? How can publishers and marketers maintain compliance with ever-changing privacy laws? With OTT/CTV on the rise, what are the biggest opportunities for your business? What are the trending malicious ad fraud schemes?
Get the answers in Smaato’s 2021 Digital Ad Tech Trend report, here.
How is user consent collected and processed in the CTV environment?
In IAB Europe's Transparency & Consent Framework (TCF) special webinar, we focused on CTV and consent to find out what solutions exist and how stakeholders can adhere to privacy and data protection regulations.
Recorded live on the 19th May 2021, the webinar began with an overview from IAB Europe's Policy & TCF team on how the TCF works in the CTV environment with best practices and legal know how.
Three recently validated CMPs for the CTV environment - Didomi, LiveRamp and OneTrust - then showcased their solutions for collecting consent in the CTV environment. They demonstrated how it works, how consent is collected (with UI example) and how consent is then passed within the ecosystem. The session also featured a Q&A session with the audience.
WATCH THE WEBINAR HERE.
Speakers:
| Filip Sedefov, Legal Director, IAB Europe |
| Tamara Nordberg, Customer & Product Marketing Manager - Didomi and Julien Djelouah, Product Manager - Didomi |
| Ruud Leenders, Head of Front-end Development, XITE and Kai Kickuth, Business Development Manager, LiveRamp |
| Ethan Sailers, Marketing Solutions Engineer, CIPP/E, CIPM - OneTrust |
In May 2021, IAB Europe released its 'Guide to Brand Safety in CTV' to help stakeholders working in the CTV ecosystem maintain best practices and ensure brand-safe environments for advertisers.
2021 is a pivotal year for CTV advertising. With more people staying indoors over the past year, consumer behaviour has shifted to enable CTV to skyrocket. But as with in any new or emerging channel, it is crucial that the industry takes measures to protect both audiences and advertisers within a CTV environment.
The guide draws on some of the key considerations to help the Digital Advertising industry navigate brand safety in the new CTV environment. It provides an overview of the brand safety and ad fraud market within CTV, highlighting best practices, solutions, and case studies.
Written by CTV experts from IAB Europe’s Quality & Transparency Taskforce including Comscore, DoubleVerify, FreeWheel, MediaMath, Rakuten Advertising, SpotX and IAB Tech Lab, the guide also looks at the future landscape and what the market needs to do in terms of standardisation, measurement, and transparency to fully support this emerging channel.
Download the guide below.
A big thank you to the following contributors:
In April 2021, IAB Europe released its 'Guide to the Programmatic CTV Opportunity in Europe' to help planners and buyers of media understand and navigate how CTV can operate programmatically.
This guide has been developed by experts from IAB Europe's Programmatic Trading Committee. It provides a European-level overview of the CTV programmatic supply chain and the CTV options available to advertisers and addresses the challenges that planners currently face to make the most of the opportunities and demand in this space. It also offers some key considerations and best practices to ensure programmatic CTV is being optimised and used effectively.
The European Connected TV (CTV) market has skyrocketed in recent years. Where the worlds of TV and digital have been gradually merging over time, more and more consumers have been tuning out of traditional Linear TV options and moving into online streaming, paving the way for the CTV phenomenon. In Europe, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message. But for the CTV market to reach its full potential in Europe scale is key, and for that to happen programmatic CTV needs to be adopted.
As such, the Guide to the Programmatic CTV Opportunity in Europe serves as a unique resource and key tool to tap into the opportunity that Programmatic offers for CTV.
It has been a collaborative effort to produce this first European-level Guide for the Programmatic CTV Opportunity in Europe, with contributors including Criteo, Didomi, DoubleVerify, Finecast, Google, Integral Ad Science (IAS), Magnite, Oracle Data Cloud, PubMatic, Rakuten Advertising, SpotX, IAB Tech Lab and Xandr.
A big thank you to the following contributors:
In April 2021, Freewheel released a new study that looks into the use of Connected TVs to access VOD content.
Conducted in collaboration with independent, consumer-focused market research company – Happydemics, the Viewers Insights CTV-AVOD study aims to discover how viewers use video devices and platforms, understand the reasons behind their preferences, and explore attitudes towards free-to-access video platforms with advertising. The survey was carried out in the UK, France, Germany, and Italy.
The results reveal that a remarkable 70% of consumers across France, Germany, Italy and the UK have already connected their TV set to the internet, illustrating TV watching is now a predominantly connected experience across much of Europe. In the UK and France this figure is even higher at 80% and 77% respectively.
For further findings, download the full report below.
For more information on the survey and to access stand-alone studies for individual countries check out the article here.
For an insightful overview of the survey, watch the video here
Shifts in TV viewership behaviours across Europe throughout the last year have been more evident and quicker than ever. The increase in streaming in 2020 has not only brought new and growing TV audience segments but also more viewership fragmentation which advertisers should consider when devising their media strategy in 2021 and beyond.
Take a deeper look into the streaming landscape across Samsung Smart TVs in the UK, Germany, France, Italy and Spain to learn about:
Register to download the white paper today!
CTV advertising offers advertisers the opportunity to extend their audience reach beyond traditional TV buying. This case study from SpotX illustrates how Under Armour was able to reach over 100,000 viewers, unreachable through linear TV alone, by including CTV in their media strategy.
Download the case study below.
2020 was a year like no other - and the nature of events saw an acceleration of pre-existing trends in the growth of CTV consumption globally. In a time of limited face-to-face contact, the digitisation of communication, culture, and entertainment saw a rapid uptick across all demographics - and this was mirrored in CTV as an increasingly preferred source for content.
Magnite’s research looks at the shift in peoples’ viewing habits across the UK, France, Germany, Italy, and Spain, and identifies CTV as an imperative for advertisers as they formulate their media buying strategies for 2021 and beyond.
CTV: The Future Forward full country reports are available for download below:
You can also view a summary infographic of the results across the EU5 here.
On the 1st December 2020, IAB Europe hosted an Industry Insider Webinar with Magnite.
The webinar was hosted live and you can watch the session recording here.
Synopsis: How have consumers’ media habits changed this year? What does the CTV opportunity in Europe look like? What needs to change? This webinar, hosted by Magnite (formerly Rubicon Project & Telaria), answered all these questions and more.
Featuring a brand new piece of consumer research on CTV and a lively expert panel that discussed both the opportunities and barriers to entry in this exciting new sector, this is an unmissable session that will be sure to inform your 2021 strategy.
Speakers:
As part of a fact-based COVID-19 content series, IAB Europe is working with members to provide industry and consumer insights to help stakeholders better understand and navigate through 2020 and beyond. In this Industry Insider webinar, Rakuten Advertising, a leading global provider of advertising technology and consumer insights, shared some key findings of its consumer research conducted among 5,000 people across Europe.
Chris Edwards – Director, Business Development EMEA at Rakuten Advertising – explored how consumers engage with video-on-demand (VOD) and their attitudes towards advertising. He also examined the impact of COVID-19 on audiences’ viewing behaviours during lockdown and beyond, and demonstrated how advertising-based VOD (AVOD) is the necessary evolution of TV as viewers demand greater access to content without wanting to sacrifice their experience to irrelevant ads.
Watch the recording here.
Download the research here.
About Chris Edwards – Director, Business Development EMEA, Rakuten Advertising
As Director of Business Development, EMEA, Chris Edwards is responsible for commercial sales and building lasting and trusted relationships with advertisers, agencies, trading desks & tech partners related to Rakuten Advertising’s media solution. This solution provides access to unique audiences across Rakuten’s diverse owned and operated media properties, including Rakuten TV. Prior to Rakuten Advertising, Chris has gained over 20 years’ experience working in multiple advertising disciplines, including video, digital, programmatic, adtech & print for leading media businesses including AOL, Hearst Magazines and Glam Media.
The annual Attitudes to Digital Video Advertising Report is based on responses from approximately 300 stakeholders across all parts of the ecosystem and provides insight into the growth and adoption of digital video advertising across Europe, the ways in which video is being traded on both the buy-side and sell-side, and what the future holds.
Thank you to the following people who contributed to the Report:
Download the report below.
Interactive Infographic
IAB Europe has launched this buyer's guide to Connected TV Guide to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers.
This guide has been developed by experts from IAB Europe’s Channels & Formats Taskforce (a part of the Brand Advertising Committee) for buyers and aims to bring clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It also looks at the overall European CTV landscape providing local market data with some key considerations and best practices to ensure that CTV environments are being optimised.
Thank you to the following people who contributed to the Guide:
Europe’s greatest programmatic virtual took place on Tuesday 19th November! The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies including The BBC, Bloomberg, Integral Ad Science, Group M, Oracle, ProSiebenSat1, Teads, Adform, MediaCom, SpotX, Goldbach, Adobe and many more to explore the latest trends, drivers and barriers impacting programmatic trading in Europe.
VPD is one of the largest virtual events in the programmatic industry. All participating speakers sit on IAB Europe’s Programmatic Trading Committee, to help educate, shape and inform the industry on the latest programmatic news and developments. The event featured several panel discussions which covered the following topics:
Watch the Event!
For the first time, IAB Europe hosted the event with a live audience at Verizon Media’s studio in central London. Filmed and live streamed by Verizon’s professional film crew, you can watch the entire event on IAB Europe’s YouTube channel.
Next VPD! Stay tuned for details on our next VPD scheduled for early Q2, 2020. For more details on IAB Europe’s Programmatic Committee, please visit the committee webpage.
IAB Europe's Chief Economist, Dr. Daniel Knapp, provided a deep dive into Connected TV advertising across Europe including an overview of the trends, developments, challenges and opportunities for this emerging advertising channel. The infographic below provides a snapshot of the stats presented. Members can access the event recording by logging in and scrolling to the bottom of this page.
This edition of the Forum was hosted by IAB Europe member, Xandr in London on 13th November with a virtual audience as well.
IAB Europe’s Economic Trends Forum offers market analysis and industry insights for our corporate members and network of National IABs. Every 8 weeks, a webinar or face to face event will be hosted. Free for members to attend, each forum will focus on a different industry topic with a detailed analysis of the marketplace.
The next Economic Trends Forum will focus on 2020 trends in December (exact date TBC). Watch this space or sign up to our newsletter on our homepage for more information.
For more information please contact Helen or Marie-Clare
Connected TV Infographic
Now in its third year, the 2018 Attitudes to Digital Video Advertising report highlights that digital video is now an integral part of marketers’ advertising plans. Indeed, digital video is a key driver of the digital advertising market which is now worth €48bn in Europe.
The Attitudes to Digital Video Advertising survey was first developed by IAB Europe’s Video Task Force and Research Committee in 2016. The study asks advertisers, agencies and publishers from across Europe about their investment and revenue levels by device and format, their objectives and measurement needs, the trends they are seeing in inventory supply and cross-screen planning, and how they see their investment levels evolving in the future.
The growth of CTV and our increasingly conscious society has transformed television advertising. Audiences are seamlessly switching between broadcast AVOD services, native OTT platforms and traditional linear TV. Reaching viewers across multiple touchpoints is now crucial for advertisers.
According to Magnite’s latest research, four out of five households can now be reached through a connected TV, a 30% increase from 2020. These CTV viewers are highly engaged and mirror Europe’s richly diverse population.
Magnite’s report “CTV Is for Everyone: Unlocking TV’s New Diverse Audience,” explores CTV’s audience diversity, showcasing how advertisers can best understand the optimal balance of media investment across CTV and linear television. The report includes pan-European analysis, including a granular breakdown for France, Germany, Italy, Spain and the UK.
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