Transcript

Hi everyone, in today's CCTV Explainer I'm gonna try and breakdown the UK supply ecosystem in 2025. Now a lot has changed since my last video on this topic, and it's a subject that I get asked about the most, so I wanted to once again share my take on this. Now, I personally think there are five different sources of CTV inventory in the UK at the moment, and these are as follows #1 it's broadcast a video on demand or more commonly referred to as B VOD, but I suspect the industry is going to quickly move away from this acronym at some point. Shown as these services now offer so much more than just broadcaster created content and many now offer a wide range of licensed content on demand or via their linear fast feeds. This streaming inventory can also be measured like linear TV via Barb. Hence many big TV advertisers are now buying ads across B Volt services because it looks and feels like traditional TV content and more importantly it can be measured in the same way and a question that I'm often asked is whether or not UK broadcasters. Are now supporting programmatic trading and my answer to that question is always yes, they are, but it's very much on their own terms. It's either via their own proprietary advertising technology or it's in a very controlled way via leading ad servers, supply side platforms or demand side platforms. It's also great to see many UK broadcasters now making it much easier for smaller advertisers and those from the SMA or SMB category of the market to get their ads onto the bigger screen in the household and creating. Scout alternatives to social platforms and also bring in net new TV ad budgets to the UK CCTV ecosystem. The second source of supply that's growing pretty quickly in the UK is from those S4 platforms that now have had supported tiers. And some of the biggest ******* platforms are now pushing AVOD into the market and that's creating a lot more addressable inventory liquidity. So that's great if you're a if you're an Ivy buyer and an agency or a digital programmatic trader and you're looking to target audiences in streaming. Environments it's important to note as well that some of this stream and inventory can increasingly be measured like traditional UK television and they're B VOD services. Also due to the fact that many of these S food services with AVOD have now started to lean into Barb and Barb historically has been that by third way that UK advertising agencies and TV ad buyers have measured audiences. These S4 platforms without supported tiers have also adopted programmatic in the UK very, very quickly. And they've been doing so either via their own proprietary advertising technology or via third parties such as SP's and DSP, again making it much easier for those on the buy side to target streaming audiences. The third source of inventory that's going really, really, really quickly in the UK though, is from AVOD apps. Now, these avoid apps ordinarily offer free movies and TV shows, and they've got very large content libraries. And these apps are increasingly discoverable to UK streaming audiences. Why the app stores on their smart televisions? Many of these offer a combination of AVOD and FAST and all provide professionally produced content from studios and broadcasters that resonate with UK streaming audiences looking for content and genres that maybe aren't so readily available in other environments. Many of these avoid apps are supporting third party measurement partners and almost all of them are discoverable within lead and add servers, SP's and DSP's. It's also important to touch upon the fact that lots of UK. Give audiences and now interacting with user generated content or influencer creator content in avoid environments. But a lot of this inventory sits outside of the open programmatic ecosystem and still is very much only accessible through their proprietary buying tools. The full source of supplier that's growing equally as fast in the UK CCTV ecosystem is from TV device manufacturers, who are increasingly becoming major sources of UK CTV inventory as their proprietary file services continue to attract viewers, driven by an increase in premium content and single IP channels. At their standing up, they also have that dominant electronic programming Guide, or EPG. So when an audience turns on their smart TV's and they have the EPG. And it's often the the first form of content discovery for many CTV audiences in the UK. Hence the device manufacturers or the OEM's are growing their fast offerings very, very quickly at the moment. And then the fifth source of supply in the UK is from the TV operating systems. Now these companies can be OEM or device manufacturer agnostic and they power many different smart TV's and they have a growing fast offering in the UK as well that many on the buy side can access via a number of managed services. Or through programmatic platforms and the OEM's and the operating systems that power these devices can also be extremely well placed to provide holistic view across SCTV inventory. As their automatic content recognition data or ACR data is often used to power their advertising insights and to provide those on the buy side with data around what's happening both in front of and behind the glass. So to summarise, the UK CCTV supply ecosystem is evolving and growing. Really, really quickly and it's great to see broadcasters, TV OEM's, operating systems, FAST and AVOD services all providing streaming audiences with the content that they want to engage with and add buyers are more targeted, engaged and addressable environment for them to deliver their TV messages in. Now if I've missed any source of inventory, please feel free to share some notes below. But again, just my personal take on how the CCTV supply ecosystem is evolving in the UK and as always. Thank you for watch.