Tech-Talk Webinar, Live April 16

Rebalancing Ad Spend During

COVID-19: Finding Your

Audience on Connected TV

Tech-Talk Webinar, Live April 16

Rebalancing Ad Spend During

COVID-19: Finding Your

Audience on Connected TV

Maxwell Knight

VP of Analytics Services,

Amobee

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Presenters

Mike Evans

SVP of Demand

Facilitation at SpotX

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Crisis changes consumers behaviors

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Understanding change creates opportunities

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Possible phases of COVID-19 that affect consumer behavior

Consumer behavior will continue to evolve and change.

Stay in Place Social Distancing New World

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Re-evaluate

consumer behavior

Examine inventory

consumption

Rediscover where

your audience is

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Steps for rebalancing ad spend during COVID-19

Re-evaluate consumer behavior

▢ Influence of location

▢ Perception of availability

▢ Opportunism and research

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Environments influence us...

Influence of location

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Influence of location

… and as a result, what we buy changes

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As COVID-19 panic spreads across the United States, New Year’s resolutions of frugality dwindled

US Retail Content Consumption TrendsJan 1, 2020 – Mar 26, 2020

KEY TAKEAWAY

Though many consumers are

not leaving their homes during

the pandemic, they are still

shopping. The latest data

reports consumer spending

habits trending higher than

saving for the first time in 2020.

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Grocery content is dominant, but home decor & cleaning increased in importance toward the end of Q1 2020

US Shopping Interests

KEY TAKEAWAY

At the start of the pandemic,

consumer content consumption

primarily revolved around

grocery content and the panic

of rapidly depleting supplies

like antibacterial disinfectants

and toilet paper.

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Grocery content is dominant, but home decor & cleaning increased in importance toward the end of Q1 2020

US Shopping Interests

KEY TAKEAWAY

With almost the entire country

on lockdown, we are seeing a

substantial surge in consumer

interest in Home Decor

followed by Furniture for the

month of March.

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Perception of availability

Basic needs are the same...

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Perception of availability

But how do we perceive their availability?

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On average, consumers are more likely to engage with Takeout Options on weekdays

Consumption of Takeout Options-Related ContentDining Out Content | Mar 1 – Apr 1, 2020

KEY TAKEAWAY

More American households are

seeking easy options like food

takeout and delivery to help

offset some of the changes

caused by the pandemic,

including school and childcare

cancellations and managing

work responsibilities from home.

Jan 24 – Feb 24, 2020

Feb 24 – Mar 24, 2020

Consumption of Takeout Options Content | Dining Out Content Only

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Focus on Takeout Options has shifted from lunch to dinner

KEY TAKEAWAY

Marketers need to rethink their

daypart assumptions to reflect

new consumer behaviors.

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Brands hoping to capitalize must emphasize their availability

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…And alcohol too

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Insights reveal delivery & pickup engagement has increased 147% at the end of Marchfor alcohol

Beer & Wine Engagement | March 2020

KEY TAKEAWAY

Even in unprecedented times

such as these, consumers are

not compromising on life’s little

luxuries and taking advantage

of services such as beer and

wine delivery.

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Opportunism and research

The outside world might be on pause...

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Opportunism and research

… but the new consumer is a bargain hunter

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Car dealerships are now highly associated with Coronavirus

Top Associations | Mar 1 - 31, 2020

KEY TAKEAWAY

Consumers are drawn to

purchase-related articles

focused on new car deals,

online car purchasing, and

interest in outdoor lifestyle-

oriented automakers such as

Jeep due to restlessness at

home.

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Engagement with new car content reached a new peak on March 28

Consumption of New Car-Related ContentAutomotive Vertical | Feb 1 – Mar 31, 2020

KEY TAKEAWAY

Consumer interest in New Cars

has the potential to increase as

new offers and purchase

options become available.

Examine inventory consumption

▢ Look across all channels

▢ Analyze the changes

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The New York Times used Cuebiq data to examine movement within the 25 largest metro areas

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Normally people move around more on the weekends, with a fairly predictable pattern.

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Source: NYTImes,April 3rd

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See if you can spot the difference on March 13th

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Source: NYTImes,April 3rd

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Here is another set of time series data, tracking percent change of a metric from a February 15th base:

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Here is a highly scientific analysis of the two time series:

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Source: NYTImes,April 3rd

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The new time series is the relative value of US CTV CPMs to February 15th, 2020

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Zooming into March, we can see bid opportunities for CTV on an increase:

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Supply is up, demand hasn’t kept pace, and prices are falling

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There has never been a better time to achieve cost effective reach with CTV

Re-discover where your audience is

▢ Deep dive into the opportunities

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Our OTT partners within the Lumascape

97% of premium OTT providers

work with SpotX

Version 1.7

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CTV viewership

SpotX observations since March 12

● CTV viewership is spiking across practically

every content genre, with news and

entertrainment up significantly

● Viewership has increased across every

daypart – “primetime is all the time”

● Advertisers are adapting to changes in

viewership and consumer behavior –

businesses reliant on physical locations have

pulled back, brands that are more digital in

nature have leaned in

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SpotX video viewership

Viewership growth by content category

SpotX Platform: March 26 – April 1, compared to March 5 – 11

Health

Kids

eGaming

Travel

Weather

Audio

News

Technology

Entertainment

3.30%

19.49%

20.96%

22.29%

30.17%

30.38%

30.95%

31.72%

44.57%

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CTV viewership is up across all dayparts

Source: SpotX platform, April 9

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CTV ad spend

Source: SpotX platform (April 2 – April 8 compared to March 5 – 11), categories are based on IAB categorization

525%hobbies & interests

Increasing ad spend by advertiser category

28%family & parenting

21%arts & entertainment

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Decreasing ad spend by advertiser category

85%travel

90%sports

76%automotive

➔ ➔ ➔

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Audience interest is

fueling content

● CTV provides budget conscious audiences with

an alternative to cable subscription and access to

a plethora of free (ad-supported) channels

● Binge-worthy shows, sports nostalgia, classic

movies, and kids entertainment are all in high-

demand as an alternative to “live” TV

● Media owners ( e.g. Pluto and Crackle Plus) are

spinning up new channels to feed the interest of

audiences looking for new content

● Sports fans are seeking “non-live” endemic

programming and switching time spent to other

genres like cooking and comedy

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SpotX has identified four types of sports fans and what we think they’re likely to be watching

Redirecting advertiser spend

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We will see a new world of consumer behavior.

How you navigate the seas of change does

unlock new marketing opportunities.

Stand with us.

Spread the truth.

Advertising Industry

COVID-19 PSA

To donate please visit:

https://pages.amobee.com/contribute-covid-psa

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Discover the latest insights from Amobee

pages.amobee.com/Discovery-COVID19

● Access public Amobee Brand Intelligence Dashboard

● Download our vertical market specific workbooks

● Register to receive our new eBook: Doing More With Less: How to Adapt Your Brand to The New Reality

Tech-Talk Webinar, Live April 16

Thank you!

COVID-19 PSA

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Amobee Advertising Platform

Amobee Brand Intelligence Dashboard

Amobee is an end-to-end platform that gives users a unified workflow from robust discovery tools like Brand Intelligences to activation across all screens including CTV.

Amobee CTV datamarket place includes 60,000+ audience segments that can be used to target across all screens.

Working with us

● Platform Licenses for enterprise brands, agency an broadcasters

● Strategic Solution Services for nimble agencies and brands

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SpotX is the global leader in OTT/CTV ad supply

OTT distributors Device manufacturersvMVPDs Programmers & broadcasters

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SpotX is the global leader in OTT/CTV ad supply

OTT distributors Device manufacturersvMVPDs Programmers & broadcasters