Streaming advertising's tipping point: Viewership has shifted and ad dollars are expected to follow

The leveling of the streaming playing field between TV networks and digital platforms will lead to streaming accounting for a larger slice of ad dollars. July 16, 2020 Streaming is no longer taking a backseat to traditional TV. Advertisers have been slow to spend their TV budgets on streaming platforms, but thanks to a surge in streaming viewership since March, as well as the maturation of platforms like Roku and YouTube, advertisers are taking notice and taking action. “This year is a tipping point where we’ll see a more significant shift in spend to [streaming],” said one agency executive. Read more below. - While audiences for years have been shifting their attentions from linear TV to streaming services like Netflix and Hulu, the TV advertising business has been slow to follow suit. [That is changing this year](. - While still very early days, Noah Kotch -- who News Corp tapped to run Knewz last year -- says early indications suggest Knewz could grow into a “[decent-sized competitor and alternative](” to the more established news aggregation players. - After seeing video ad dollars on Facebook rebound since April, some publishers have [observed a downturn in July](, coinciding with hundreds of advertisers boycotting the social network. - Not wanting to lose out on the content, audience or revenue, The Atlantic is following suit with many other publishers and [turning its festival virtual](. Other things to know about - ICYMI: On a recent Digiday+ Talk, we learned how EOS mastered its TikTok content strategy, including how one campaign garnered 3 billion views and how the skincare brand taps into the creative influencers on the platform. Digiday+ members can [view the key takeaways and watch the on-demand recording of the discussion here](. - [Clean rooms are intended to be a “safe space” for brands to collaborate with walled gardens](, but the greater opportunity for all brands is bringing together all of their data to create a single source of truth that they own and can continually enrich. Sponsored by GumGum. Top Stories What Comes Next [Streaming advertising's tipping point: Viewership has shifted and ad dollars are expected to follow]( The leveling of the streaming playing field between TV networks and digital platforms will lead to streaming accounting for a larger slice of ad dollars. howdy! Modern Newsroom [Six months in, News Corp's 'Knewz' aggregator has big ambitions]( Knewz had 1.7 million unique visitors in May, according to comScore. Noah Kotch, who is overseeing Knewz, has plans for it to become ‘decent-sized competitor’ to rival aggregators. Sponsored by White Ops [WTF is marketing fraud?]( Sophisticated bots are creeping into every element of digital marketing, affecting lead generation, display, native and video advertising, organic traffic, social and search. Learn about the damage they cause and how to beat them in this WTF report. Advertisement howdy! Streaming Outside The Box [As advertisers boycott Facebook, publishers see video ad revenue fall in July]( In July, some publishers’ Facebook video ad revenue has fallen 10% to 50% below the June mark. Sponsored by Moat by Oracle Data Cloud [From afterthought to action: Transforming ad effectiveness measurement]( Ad effectiveness metrics typically lack the speed marketers need to compete in a fast-paced world. Sign up to this webinar to learn how to accelerate the pace of learning and embrace a new standard to improve measurement and campaign performance. howdy! 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What Comes Next ['The biggest theme is uncertainty': How coronavirus has changed the wedding industry]( Over the last five months, couples and wedding vendors alike have set up new ways of working together. [All Latest Stories]( [South China Morning Post CEO Gary Liu on navigating a perilous time for Hong Kong]( Alibaba bought the South China Morning Post in 2015, and brought the Hong Kong newspaper's paywall down shortly after. For SCMP CEO Gary Liu, who came on in 2017, that allowed the media property to have "far exceeded" the scale they'd set out to meet. The English-language paper went from 4 million monthly active users, when the paywall came down, to more than 50 million, according to Liu. Now, said Liu, "it's about when do we believe we have the right product for us to ask some audiences around the world to start paying for the South China Morning Post again?" You received this email because you’re a member of the Digiday community. 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