Episode Details

Increasingly, consumers are moving from traditional cable and satellite subscriptions to connected TV devices, so where do the advertisers go from here? U.S. Media Analyst Ben Swinburne and U.S. Internet Analyst Brian Nowak discuss.

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Ben Swinburne: Welcome to Thoughts on the Market. I'm Ben Swinburne, Morgan Stanley's U.S. Media Analyst. 

Brian Nowak: And I'm Brian Nowak, Morgan Stanley's U.S. Internet Analyst. 

Ben Swinburne: On this special episode of the podcast we'll focus on connected TV and the changing television space. It's Tuesday, November 8th, at 10 a.m. in New York. 

Ben Swinburne: Consumer behavior in the television space has been changing rapidly over the past decade, and the COVID pandemic further accelerated this trend. While most people still watch traditional linear TV through their cable and satellite subscription, consumers are shifting to streaming at a rapid pace. In fact, most of our listeners probably use some sort of connected TV, or CTV device at home that allows their television to support video content streaming. As our media analyst, I've watched how this has led to widespread "cord cutting", as an increasing number of customers cancel their traditional subscriptions in favor of only using these streaming or video on demand formats. So let's dig into the opportunities and challenges within the connected TV space and particularly interconnected TV advertising. Brian, let's start with some definitions. What is CTV advertising, what's so great about it? 

Brian Nowak: CTV advertising is nothing more than adding advertising to all that streaming engagement that you mentioned earlier. You talked about how people are increasingly watching connected television through streaming devices, through their televisions. The idea of showing ads around it is CTV advertising. As far as what's so great about it, for years traditional linear television has largely been driven by branded advertising to reach people. The hope with connected television over time is that not only will connected television enable you to have reach and strong branding capabilities, but also the potential for better targeting, a more direct link between an advertising dollar and an actual transaction from those ads. And the vision of connected television advertising over time is we may be able to have broad based performance advertising across all of the streaming television engagement. So with that as a backdrop Ben, who benefits in your view, from connected television? And which companies may be most at risk from this transition? 

Ben Swinburne: Well Brian, you talked about both targeting and performance ads, things that are not typically associated with broadcast or linear television advertising. So I have to say the biggest beneficiary of the shift to connected TV from an advertising point of view are marketers. Not only are marketers looking for ways to spend their money with a better return on an advertising spend, but they're facing rapidly declining audiences, meaning it's harder and harder to reach the audiences that they want to reach. Connected TV brings the promise of both greater audience, particularly "cord cutters", but also reaching them more effectively with performance based and targeting tools that don't exist in linear. Speaking of which, when we think about who may be at risk, well we don't think it's a complete zero sum game. And we do think connected TV expands the television ad market over the long term. We think the largest area of market share risk is linear television. 

Brian Nowak: So let's dig a little more into your point about linear television Ben. How do you think about the market share between linear television and connected televisi