Your TV Is Listening

Plus, Streaming Services Just Became Profitable

October 15, 2024

Welcome to The TV Room. Your weekly digest of television, streaming, and digital media insights that matter.

This week we're covering:

  • 📺 How Your TV Is Collecting Your Data

  • 💰 Streaming Services Have Finally Turned a Profit

  • 🎥 Creative Spotlight: Dr. Squatch - “Guys Only Want One Thing”

  • 🎯 TikTok Rolled Out Automatic Ad Targeting

Your TV Is Listening—And It's Harvesting Your Data

The streaming industry has transformed our living rooms into sophisticated data collection hubs, according to a new report from the Center for Digital Democracy (CDD).

Smart TVs and streaming devices now function as "digital Trojan horses," harvesting unprecedented amounts of viewer data.

Connected TV (CTV) companies are using cutting-edge technologies like automatic content recognition (ACR) and artificial intelligence to track viewing habits with startling precision.

For instance, LG's ACR system can identify:

  • Your current content

  • Connected devices

  • Your location based on zip code

This data bonanza enables hyper-targeted advertising. Companies like Amazon and NBCUniversal are exploring AI-powered dynamic product placement, inserting personalized ads directly into the content you're streaming.

The implications extend beyond advertising:

  • Political campaigns are expected to spend over $1.5 billion on CTV ads in the 2024 election cycle.

  • Health data collected through CTV is also being used to target pharmaceutical ads.

Regulators are taking notice. The CDD has called on the FTC and FCC to investigate CTV practices, citing potential antitrust and privacy violations. They're pushing for stronger oversight, including possible expansion of existing laws like the Video Privacy Protection Act.

As streaming becomes the dominant form of TV consumption, the industry's data practices are under increasing scrutiny. The real challenge lies in balancing relentless innovation with consumer privacy concerns.

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TV Industry Updates

  • Awards show engagement: LG Ad Solutions reports that 74% of Awards Show Fans prefer to watch live, with 44% typically viewing via streaming.

  • Knockout partnerships: Netflix has secured heavyweight sponsors like Celsius, and DraftKings Sportsbook for its upcoming Paul vs. Tyson fight.

  • Attention metrics evolve: Buyers can now target high-attention inventory in The Trade Desk.

  • Streaming profitability playbook: Major streaming services have finally achieved profitability by adopting strategies reminiscent of traditional cable TV.

Stay up to date on the latest in TV advertising by joining our Slack community!

Creative Spotlight: Dr. Squatch - “Guys Only Want One Thing”

Dr. Squatch launched a humorous campaign featuring Sydney Sweeney as a "Body Wash Genie" to promote their new Natural Body Wash line for men.

The Details:

  • The campaign consisted of a series of broad comic spots created in-house and directed by Kyle Beiermeister.

  • Sweeney played a wish-granting genie who added magic to men's personal care routines.

  • The ads aimed to raise awareness about the natural ingredients in Dr. Squatch's Body Wash.

  • The campaign stressed that 50% of men are unaware of the ingredients in their current body wash, positioning Dr. Squatch as a more natural alternative.

What We Loved: The campaign cleverly combined star power, humor, and product education to create an engaging and memorable message about natural personal care for men.

Marketing Mix

  • Deletion as success: Hinge measures its business performance by how many people delete the app after finding a match, an unusual KPI.

  • TikTok automation: TikTok rolled out automated ad targeting options for the holidays, including Smart+ campaigns.

  • Narrative necessity: Brands need a bold narrative to stand out, giving meaning to their offer beyond just capabilities.

  • Google's app store shakeup: A judge has ordered Google to open up the Google Play app store to competition for three years.

  • Brevity is king: Neil Patel emphasizes the importance of concise content marketing.

The TV Room is your go-to source for staying ahead in the world of television and digital media. Want to chat about these stories with other industry pros? Join our Slack channel to continue the conversation.