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
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
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?
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.
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.
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: