Season 3, Episode 22: The Streaming Advertising Showdown (with Adam Epstein)
Jul 23, 2024
auto_awesome
Adam Epstein, CEO of Gigi, discusses the growth of CTV advertising spend and pricing strategies of Netflix, Disney+, and Amazon. They talk about the challenges in CTV measurement, targeting data availability, and the future of external demand partnerships with CTV.
CTV advertising sees exponential growth driven by streaming platforms like Amazon, Netflix, and Disney.
Distinct pricing strategies of Netflix, Disney+, and Amazon cater to varied target audience preferences.
Challenges in CTV measurement arise when inventory is bought through third-party DSPs, impacting targeting data availability.
Deep dives
The Value of Targeted Marketing with Rockerbox
Rockerbox provides a solution akin to having a map for navigating the complexity of omnichannel marketing, helping businesses track and analyze the effectiveness of various marketing campaigns. By working with prominent brands like Weight Watchers, Figz, and NutraFold, Rockerbox ensures that marketing efforts yield tangible returns, guiding businesses towards wiser investments for increased success.
Gigi's Innovative Approach to Streaming TV Advertising
Gigi assists brands in purchasing and assessing streaming TV ads on Amazon's platforms by leveraging Amazon's ad tech suite, including Amazon's DSP, Amazon Marketing Cloud, and AWS Clean Rooms, along with first-party brand data. The company's unique user interface enables marketers to maximize the value of clean rooms insights for audience enrichment and measurement, catering to enterprise brands and agencies.
The Importance of Inbound Demand for Gigi
Despite Gigi's modest launch approach, the company witnessed substantial inbound demand and interest from enterprise brands and agencies, signifying a positive reception within the industry. The alignment of Gigi's solution with market needs and the resonance with industry professionals have propelled the company forward, setting a promising trajectory for its future growth.
Challenges and Opportunities in Streaming TV Advertising
The proliferation of new advertising channels within connected TV (CTV) has presented both challenges and opportunities for brands. The shift in viewership towards streaming TV over linear TV has catalyzed the growth of CTV advertising spend, prompting companies like Amazon, Netflix, and Disney to explore ad-supported tiers and unique strategies to attract and retain audiences.
Navigating the Evolving Landscape of Streaming TV Advertising
As streaming services strive to enhance targeting and measurement capabilities, the importance of first-party data collaboration within clean rooms becomes evident. While external demand partnerships initially facilitate access to inventories, streaming platforms like Disney and Netflix are poised to leverage internal ad tech stacks for enhanced targeting, measurement, and revenue growth, mirroring Amazon's successful approach.
this episode of the Mobile Dev Memo podcast, I speak with Adam Epstein, the CEO and founder of Gigi, a CTV advertising buying platform specializing in Prime Video. We discuss the current CTV advertising landscape, including:
What is motivating the dramatic growth of CTV advertising spend?;
The distinct pricing strategies implemented by Netflix, Disney+, and Amazon for their ad-supported tiers;
The different targeting and measurement solutions offered by the major streaming services;
Why CTV measurement is challenging when inventory is purchased through third-party DSPs;
The availability of targeting data across various streaming services and programmatic channels.
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
Rockerbox. Get the clarity your marketing needs and navigate your way to success with Rockerbox. Visit rockerbox.com/maze today to see what it’s all about.
INCRMNTAL. True attribution measures incrementality, always on.
Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
