Adapting in 2020:

Advertiser Resources & Trends

Updated November 10, 2020

Introduction

These are the resources you need to adjust to new realities: data to help you reach your target audience, expert advice for shifting campaigns in a time of constant change, and collective guidance from your peers on what tactics have proved successful.

The steep challenges faced by advertisers over these past several months have been unprecedented. However, the industry has found ways to innovate to address the current circumstances. SpotX Ignite is here to continue to present you with the latest data and insights to help you adapt and make informed business decisions. Know that everyone on our expert Demand Facilitation team is ready to support your efforts however we can, so please don’t hesitate to get in touch.

Mike Evans
SVP of Demand Facilitation, SpotX

Live sports bounce back

As fans have patiently awaited the return of their beloved teams, the bounce back of live sports means unprecedented viewership and plenty of premium inventory available to advertisers. Want to find out how to make live sports the star player on your next campaign? Download this guide to learn more.

Read more about the opportunities with live sports and events, including how to execute your buys, best practices, and overcoming the challenges of unpredictable programming.







Back to school 2020

While many questions remain about what the 2020-2021 academic year will look like, what we can expect, despite current economic conditions, is that back-to-school spending is likely to increase to levels not previously seen. Learn more about this year’s new shopping patterns and how best to reach these shoppers.

How will back-to-school shopping be different?







There will be more online purchases and new in-store shopping experiences.



Electronics and hygiene/personal safety products will be the top growth categories.



The shopping window will be longer, stretching into the early fall.





It's Time to Q4 Like Never Before

As the effects of COVID-19 continue to influence consumer behavior and disrupt media plans, advertisers must prepare for a fourth quarter like we have never seen.





Political spending will affect inventory availability



Live events and programming schedules will look different



Shopping patterns and spending habits will continue to adapt



Case Study: Washington State “Spreads the Facts” with Video Ads for COVID-19 Awareness

Washington State developed its “Spread the Facts” video PSA campaign to reinforce the importance of staying home while also providing additional resources. The data-driven placement strategy delivered through online video (OLV) and over-the-top (OTT) placements, which offered a strong reach at an effective budget as more people tuned into video while at home.







Follow the Audience. Focus on CTV.



CTV audiences continue to grow

CTV audiences have been boosted by the effects of the COVID-19 pandemic. An uncertain economy and people spending more time in their homes have accelerated the adoption of CTV.



Primary Benefits of CTV





MARKETPLACE AVAILABILITY

As the ever-changing situation surrounding COVID-19 unfolds, we continue to see significant changes in video streaming consumption and advertiser trends. With over 20 billion video ad calls per day from screens of all sizes, SpotX is uniquely positioned to analyze the upswings in viewership across the content categories below.





Source: SpotX Platform (October 2020 compared to October 2019), excluding all commercial inventory.



GLOBAL CTV VIEWERSHIP TRENDS

Individuals have been spending more time than ever in their homes, so it is unsurprising that viewership is trending upwards across all devices. However, when examining the data from our platform month over month from March 5 through November 4 we see the most rapid growth occurring in CTV environments. The data below shows that overall viewership continues to trend up, with the largest growth opportunity during the late afternoon into evening hours.

SpotX reaches 4 out of 5 viewers of ad-supported CTV in the U.S.





Source: SpotX Platform (March 5 - Nov 4) advertisement based video on demand (AVOD) traffic

Curated Inventory Packages to
Reach Today’s Consumer



SpotX has created a suite of carefully curated inventory packages based on trending audience segments to help advertisers effectively reach consumers, particularly those that have shifted away from traditional viewership patterns (such as live sports and linear programming).