Wurl’s Latest CTV Trends Report Uncovers Significant Opportunity for Advertisers on Streaming News Channels

Wurl a leader in the streaming TV industry today released its latestamp160CTV Trends Report exploring the realities of brand safety within News programming on free adsupported streaming TV FAST The data challenges longstanding assumptions around News highlighting how advances in scenelevel contextual targeting are helping advertisers unlock premium inventory with greater precision and confidenceAs streaming audiences continue to grow News channels provide a strong opportunity to reach highlyengaged audiences In fact Wurlamp8217s report found that News accounts for about 86 of all FAST viewing hours amp8211 with some households consuming almost exclusively News content Devices that spend more than 90 of their time watching News account for 74 of viewing hours across all FAST genres creating a meaningful audience segment unreachable through other genres Still many advertisers continue to rely on broad genre and channellevel exclusions that limit access to News inventory entirely sacrificing reach and performanceamp8220Brand safety has historically forced advertisers into an allornothing approach with Newsamp8221 said Dave Bernath CEO at Wurl amp8220But the reality is far more nuanced Today with scenelevel contextual analysis advertisers can evaluate the actual moment before an ad break rather than making assumptions about an entire channel or program That changes the equation completelyamp8221Additional findings from the report includeMore than onethird of News scenes are brand safe Of all analyzed News content 357 of scenes were classified as fully brand safe across IABaligned categoriesA small but highly engaged segment drives the majority of News consumption Just 64 of all devices account for over 80 of total News consumption highlighting a highlyengaged audience that would be difficult to reach elsewhereBrand safety risk in News is concentrated and predictable When looking at specific categories the majority of brand safety flags are driven by a handful of categories tied to realworld events including DeathHarm Violence and WarConflict Several other commonly cited risk categories are far less prevalentBrand safety risk profiles differ across red and blueleaning News environments Redleaning content skews more toward WarConflict and Derogatory themes while blueleaning content more frequently features Violence and DeathHarmAs advertisers seek greater precision and control in streaming TV environments scenelevel targeting is reshaping how News inventory is evaluated and activated on the biggest screen in the home Rather than relying on broad exclusions advertisers can now identify suitable moments in real time through solutions like Wurl Advertisingamp8217s SceneLevel targeting amp8211 unlocking trusted highattention News audiences with greater confidence and scaleTo see all of the insights read The CTV Trends Report Rethinking Brand Safety and Audience Behavior on News Channelsamp160herePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Wurl’s Latest CTV Trends Report Uncovers Significant Opportunity for Advertisers on Streaming News Channels

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Dave Bernath

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Wurl’s Latest CTV Trends Report Uncovers Significant Opportunity for Advertisers on Streaming News Channels

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