32% of US streaming cancellations are ‘won back’ after 6 months
Retaining subscribers has always been an obvious goal of streaming services. But recent data suggests that streamers likely have a big opportunity to “win back” people who cancel their memberships. About 1 in 3 U.S. subscribers to premium subscription video-on-demand (SVOD) platforms who canceled in the third quarter of 2022 resubscribed to the same service within six months, according to subscription analytics firm Antenna. Antenna’s research indicates that a streaming user may not be lost forever once they cancel; in fact, there’s ample opportunity for convincing them to come back. Read more from The Current.
Meet the 4 firms setting the agenda for measuring TV ads amid rapid change
As the annual TV ad-buying marketplace known as upfronts season approaches, activity is ramping up around the future of measurement in the era of streaming and connected TV (CTV). Chief executives from the firms that have emerged as a “Big Four” of currency-level measurement providers — Comscore, VideoAmp, Nielsen and iSpot — weighed in on the state of the industry and what’s to come at a Coalition for Innovative Media Measurement (CIMM) summit on April 3. “It’s not ‘change is coming’: Change is here,” said Peter Liguori, executive chairman of VideoAmp, a business he claimed is providing measurement and currency for 98% of the TV landscape. “It’s here, it’s now, it’s accelerating.” Read more from Marketing Dive.
Cookieless ad targeting requires marketers to understand how consumers use their websites
Less than half (47%) of marketers worldwide are working on a plan to approach cookie-free targeting, according to September 2023 data from HubSpot. With under nine months to go until the death of the third-party cookie, marketers need to make and execute plans quickly. Without cookies, advertisers can’t pinpoint the precise path to purchase a consumer took. As a result, they need to think about who they should serve with ads using past on-site behaviors. Read more from Insider Intelligence.
LinkedIn highlights the potential of video ads for B2B brands
LinkedIn’s looking to make a bigger push on video content, via expanded video ad options, and a new, dedicated video feed, that’s currently in testing with some users. Video has long been one of the top-performing content formats in the app, but LinkedIn hasn’t necessarily made video discovery easy, especially for live events, which are regularly being held in the app, but are not showcased in any specific way. Here, LinkedIn underlines the value of video for B2B marketers, and where its current video ad options fit in. Read more from Social Media Today.
NBCU projects record olympic ad sales, $1.2B to date
With $1.2 billion in TV-video advertising already sold for the Paris Olympics, NBCUniversal is on track to reel in record revenue for the event, with four months to go before it begins. The previous record of $1.25 billion was set by the 2020 Tokyo Summer Olympics, which was held a year later due to the COVID-19 pandemic. Major category ad-revenue gains for this event are coming from marketers including non-alcoholic beverage brands, consumer packaged goods, financial services, retail and entertainment, according to Dan Lovinger, president of Olympic/paralympic partnerships at NBCUniversal. Read more from Media Post.
