Snapchat pilots 'first commercial' video takeover ads

Snap started testing an ad format that shows a commercial before the first show that people watch each day on Snapchat. The non-skippable ad insertions appear before other commercials in video programming on Snapchat, including its Snap Originals series and shows that appear in the app's "Discover" section.

Why it’s important:

It could be a great opportunity for smaller advertisers that don’t have the opportunity to sponsor TV programmes: it enables to appear  on mobile, within contents in line with their target audience.

DPG Media-Telenet: the "Flemish Netflix" on track

Aiming at a deployment in fall 2020, DPG Media and Telenet are about to set up a joint venture. The objective is to launch a wide streaming offering, covering local and international content. The project will unifiy the contents coming from DPG Media (primarily Flemish fiction) and those proposed by Telenet, local (SBS/Woestijnvis/Play) and international. This streaming content should be available through a paid-for application. The foundations of this "Flemish Netflix" are the current Play and Play More brands from Telenet (400.000 clients according to Telenet itself) and the VTM GO proposal (monthly reach of ± 366.000, according to CIM Internet in the last 3 months).

The Belgian Competition Authority still must authorize the new company owned at 50% each by Telenet and DPG. Both say they are open to other partners and everyone thinks of VRT to participate.

Video and TV ratings combined on CIM.be

CIM public data for TV now combine "first" and "other" screens with ratings that aggregate Television Audience Measurement (TAM) data and audience information on streaming the same programmes on any device (in that case coming from CIM Internet traffic measurement). Is it something actionable for advertisers ? Not really, for the following reasons:

- reporting is limited to content, ie programmes: advertising performances are not part of it

- it combines information measured at individual level (TAM) and data streams captured at browser level

- obviously these data are not profiled: peoplementer data cover all individuals 4+ and stream data are machine-based figures

- online surpluses are very limited: for the latest top 20 programmes, the online "bonus" represented 0.9% for Flemish programmes and 0.3% for French-speaking programmes.

VTM GO also available on Android TV and Apple TV

The App VTM GO is now available on Android TV and Apple TV. The App enables viewers to watch the DPG Media channels VTM, Q2, Vitaya, CAZ, VTM KIDS and VTM KIDS JR, but also allows to navigate the VOD portfolio, including différent seasons of local programmes. VTM is available via vtmgo.be, as an App for smartphones or tablets or streamed on a classic television screen using Chromecast or Airplay. According to CIM Internet data (Sep 2019), the average daily reach of VTM Go is somewhat higher than 23.000 people, or 0.5% of all Dutch-speaking adults 12+.

Youtube automatic ads on smart TV

Automatic launch of ads has been implemented either of the Youtube website or on the mobile app. It now applies also to another screen, namely smart TV. Once you open the Youtube application on a connected television set, an ad will be displayed at the top of the homepage.