There’s something scarier out there than Bigfoot and the Boogeyman combined – and that’s the myths many marketers believe about Streaming advertising. But much like a blurry snapshot of a mysterious creature, these misconceptions quickly fall apart upon closer investigation. Join Tinuiti x Bliss Point Media’s Streaming expert, Elisa Westman, as she breaks down the five most common myths about Streaming advertising so your brand can make a more informed investment decision.

1. 5 Myths About
Breaking Into the
Streaming Space,
Debunked

2. Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

3. Some of
Our Clients
Our
Recognition
For Commerce Leaders of Today and the Future

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Our Speakers
ELISA WESTMAN
Director, Client Strategy
and Analytics

6. Agenda
● Common Feedback
● Debunking Myths
● Key Takeaways
● Q&A
6

7. Is Your Brand Currently Utilizing
Streaming ads?
● Yes!
● No, but I’m considering it.
● No, I’m hesitant.
POLL

8. Feedback We Hear About
Streaming
TV is hard to measure.
Streaming advertising is expensive and out of my budget.
I don’t have the resources for streaming advertising.
Streaming is so new to me, and I don’t have the time to learn
enough about it for it to be worth it.
“
”

9. Myth #1:
CTV and OTT are the Same
Thing.
Breaking into the Streaming Space
9

10. Myth #1:
CTV and OTT are
the Same Thing.
This one is more of a misconception than a myth:
Connected TV (CTV) and Over-the-top (OTT) are not
the same thing, and the terms should not be used
interchangeably.
OTT is another word for streaming content over the
internet (vs. using a traditional cable box).
CTV refers to the most popular device for watching
streaming content—an internet-enabled television
set.

11. Inventory Distinctions
Pre-roll or mid-roll non-skippable
inventory that falls into 30-60 min
episodes.
Can include a variety of content
across an array of publishers.
Content is watched on Connected
TVs, Mobile devices, Computers,
Tablets.
Mostly 2 to 20-minute clips or
highlights accessed via direct IO or
programmatic pipes.
Can span across publishers such as
NBC or CBS or online sources like
Allure or Washington Post.
Content is watched primarily on
clickable devices like Mobile devices,
Computers, Tablets
Similar in content to Short Form,
however, the buys are typically
orchestrated programmatically.
Online video buys typically skew
towards curated domain lists.
Content is watched primarily on
clickable devices like Mobile devices,
Computers, Tablets.
Full Episode Player (FEP) Online Video (OLV) Short Form

12. What is Streaming?
Streaming refers to any media content delivered to devices via the internet and played back in
real time. Streaming video inventory is categorized by TV shows, movies, and video content on
websites.

13. Myth #2:
Video is Hard to Track.
Breaking into the Streaming Space
13

14. Myth #2:
Video is Hard
to Track.
Unlike traditional digital platforms, linear
television and streaming lack clickstream
data (people don’t click on TV screens), which
can make attribution more challenging. But
that doesn’t mean it can’t be done.
Streaming can actually be measured with
direct attribution. Digital identifiers form a
basis of household IDs that can be used to
match served impressions to customer
actions across the marketing funnel.

15. Our graph-based streaming measurement technology enables high-precision,
1:1 attribution across devices and throughout your marketing funnel.
Streaming TVare Measured
Using Direct Attribution

16. Digital Identifier Matching
1. When an ad is served, we
log several digital
identifiers about the
impression’s destination.
2. Through automated data
access, the Bliss Point
attribution graph records
the same types of digital
identifiers for a client’s
website or mobile users.
3. The Bliss Point platform
watches for ‘matches’,
indicating a household
was served an ad and
subsequently visited
the client’s site,
downloaded an app, etc.
Site Visit
Ad Served Graph
Match
1 3
Ad Displayed on CTV Brand Search
2
Streaming
is Measured
Using Direct
Attribution
Digital identifiers form the
basis of household IDs that
can be used to match served
impressions to customer actions.
Bliss Point’s proprietary attribution
graph enhances precision in
cross-device and cross-network
use cases.

17. Myth #3:
Streaming Ads are Expensive.
Breaking into the Streaming Space
17

18. Myth #3:
Streaming Ads
are Expensive.
While it’s true that streaming TV has higher CPMs
than e.g., social, display and search, we often see
it back out to similar acquisition efficiencies
compared to those channels. It can be optimized
to reach the audience that is most interested in
your product/services and is a “called upon”
impression, meaning very few impressions are
wasted.
The best way to capture your audience in this
space and keep prices reasonable is to find a
partner that can:
● Measure performance
● Has long-standing publisher relationships
● Offers flexible buying options that focus on
your business needs.

19. Sold at 100% clearance assumption; reserved for upfront
advertisers, fluidity deals, and custom sponsorship executions.
General Market and/or Guaranteed $25+
Guaranteed programmatic options leveraged for
hyper audience targeting and fluidity deals.
Programmatic Guaranteed
Orders processed by execs at the networks
through their respective ad servers.
Publisher Direct
Invite-only programmatic buys exclusive
to Bliss Point advertisers with fixed rates.
Private Marketplace (PMP)
Real-time auctions of remnant
inventory across hundreds of buyers
and sellers.
Open Marketplace
CPMs
$15–$25
CPMs
$9–$11
CPMs
$9–$15
CPMs
$5–$15
CPMs
Bliss Point’s
Advantage in
the Ad Buying
Waterfall
Our early entrance into the
ecosystem has paved the way
for opportunity throughout all
levels of the inventory waterfall.
We have particular advantage
in the Publisher Direct and
Private Marketplace spaces where
impression surplus is available.
Agency-wide endeavor deals are made
at the guaranteed, publisher-direct, and
PMP tiers, bundling inventory types and
passing flexible buying options for
our clients.
Highest
priority
CPMs
Lowest
priority
CPMs

20. CTV SaaS
Platforms
$12–$16 $6–$15
31%
13%-18% for fees in
SEO/SEM Ads
Manager.
Self-serve model.
~$20
~20%
Expensive barrier to
entry whose cost has
consistently
increased YoY.
$15–$25
15–25%
CPMs often include
non-transparent display
retargeting impressions.
Self-serve model.
Advanced machine learning.
Dedicated account team.
Lower commissions.
Full data transparency.
CPMs
Fees 8–10%
Industry-Leading Product, Performance Pricing
Relative to other methods of buying similar media, Bliss Point
offers exceptionally competitive total cost of utilization.
Programmatic
Display
SEO/SEM

21. We strive to build these channels as ‘always-on’ and highly effective elements of your marketing mix.
On average, brands who successfully test into these channels allocate at least ~$5M+ on an annual basis.
1-day results
and analysis
1-week results
and analysis
3—5 week
lead time
3—5 week
lead time
Audio
$75k—$100k
4—6 weeks
1-day results
and analysis
4—12 week
lead time*
Linear
Streaming
$250k—$300k
4—6 weeks
$150k—$200k
3—4 weeks
Budget threshold
Test duration
Data feedback
loop
Timing for launch
*Podcast sourcing and planning can take 1-3 months, dependent on content.
Getting Campaigns Off the Ground

22. Myth #4:
Streaming Audiences
Aren’t Scalable.
Breaking into the Streaming Space
22

23. Myth #4:
Streaming
Audiences Aren’t
Scalable.
According to a 2022 Statista report, 87% of all US
households have a connected TV with 85% also
subscribing to at least one streaming TV service. So
while content may be fragmented, reaching mass
households is not a problem.
What’s exciting is the adoption of Ad-Supported Video
On Demand (AVOD). More than half of households
currently use an ad-supported platform (e.g. Pluto
TV), and with Netflix having moved to ad-supported in
November and Disney+ in early December we should
see these platforms grow to give advertisers access
to even larger audiences.

24. Ages 18+
For adults 18+, linear
TV still takes up much
of their viewing time.
Streaming will continue
to narrow the gap in
the coming years.
Source: The Nielsen Company, “Nielsen Total Audience Reports, Q2, 2013—2021”
Ages 25-54
When narrowing in on
adults aged 25-54, this
trend accelerates.
The latest projections
highlight more adults
tuning into streaming
TV as linear viewership
reduces over time.
projected
projected
Video
is a Growth
Opportunity
Weekly Time Spent Watching Live TV vs Streaming Video

25. Ad-free
No ads with
subscription fee
Free with ads
Free to stream, with ads
in every show
Tiered
Ad-supported
& paid options
37
%
38%
25%
Streaming
Viewer Makeup
81%
Would rather access
free, ad-supported
streaming apps than
subscribe to another
paid service. 1
83%
Wish that SVOD
publishers offered
an ad-supported
option. 1
1: Source: Hub Entertainment Research ‘TV Advertising Fact
vs. Fiction’, Dec 2021
by Subscribers / Monthly Active Users
Ad-supported
Streaming
Video is
Maturing Fast
164 million U.S.
AVOD users by 2025
The share of streaming viewership
once favored the ad-free
behemoths.
These publishers are more ready
than ever to explore ad-supported
offerings.

26. CONFIDENTIAL
Case Study:
Client
Investments
Month 1 Month 3 Month 5 Month 9 Month 18 Month 24
Initial Test
Introduced 10
premium networks
to gauge the
channel’s
effectiveness
Budgets
$70k/wk
Invested
meaningfully in
successful
properties
and replicated
audiences through
similar network buys
Scale to
$100k/wk
Expanded
footprint
through more
news and
genre-focused
buys
300%
Spend
increase
Heavier spend
allocated to high
reach, broad target
networks
Scale to
$500k/wk
Leveraged
emerging
properties,
Hispanic
audience
networks, and
short-form
opportunities
Surpass
$1M/wk
Secured hybrid
non-secured +
secured buys
with scalable
and top
performing channels
Property Investment
CBSI $1,130,000
Hulu $1,080,000
NBC Entertainment $630,000
Hulu Drama $522,000
CBS Sports Network $310,000
IMG College $300,000
Telemundo $150,000
NFL Run of Site $140,000
Comcast $70,000
Hulu Reality $62,000
NBC Private
Marketplace
$60,000
$4.45M
Process & Timeline
Test
$50k/wk distributed across
seven premium publishers and
cable properties
Duration: Four weeks
Hyper-Scale
Develop new opportunities with
emerging publishers and
achieve significant investments
on proven successful networks
Apply learnings from
the test and begin optimizing by
audience, device, and creative,
consistently ramping spend and
expanding footprint
Iterate

27. Myth #5:
People Over the Age of 55 Don’t
Use Streaming TV Services.
Breaking into the Streaming Space
27

28. Myth #5:
People Over the
Age of 55 Don’t
Use Streaming
TV Services.
It’s no surprise that with Streaming for the first
time ever winning the share of time spent with
TV, that the popularity among all age
demographics has also grown. In the past
year, Nielsen’s NPOWER report shows adults
50+ usage of Streaming increased by a third.
We have also seen in reports by the Trade
Desk that 56% of households 55+ have
already cut the cord and 58% of adults 45-64
subscribe to at least one streaming service.

29. Pay TV
Subscriptions
by Age Group
TV Audience
Composition
by Platform
Percent share of
18+ audience by
age group
Linear TV
Streaming Video
2015
2021
Percent of US
adults who watch
TV via cable or
satellite at-home
Source: Pew Research Center, “The share of Americans who receive TV via cable or
satellite at home has fallen…March 2021”
Source: Nielsen, “Nielsen Total Audience Report, Q4 2021”
As of 2022, fewer than half of US
households maintain a cable TV
subscription while nearly ¾ of
the US population now subscribe
to at least one streaming service.
The ‘cord-never’ population is
climbing; as of 2021, 39% of
adults have never owned
a linear subscription.
Of remaining cable subscribers,
a large majority fall into the
older age cohorts.
The Landscape
is Shifting

30. Networks partner with
DMPs such as LiveRamp
to target 1st
party users
and build out custom
audience segments that
resemble advertisers’
canonical customers.
Several streaming
properties have the
capabilities to target or
exclude specific DMAs.
Some networks allow
advertisers to go as
granular as the ZIP
code level.
Behavioral and contextual
targeting is available
through 3rd party vendors
like Oracle, Acxiom,
and Experian for
full-episode player & OLV
content.
Demo targeting through
nearly all publishers is
available by layering
gender, age, and income
combinations.
Retargeting or
audience suppression
campaigns can run
through programmatic
buys by implementing
a custom pixel on the
advertiser’s site, most
effectively leveraged on
OLV media.
Demo
Targeting
Typical CPM
Premium: 10-25%
Typical CPM
Premium: 20-40%
Typical CPM
Premium: 25-50%
Geo
Targeting
3rd Party
Targeting
1st
Party & Lookalike
Targeting
Suppression
& Retargeting
Video & audio Video & audio Video & audio Video only Video only
Target Your Audience Through
Streaming Video and Audio

31. Key Takeaways
1. Streaming Video is a rapidly growing digital
marketing channel with opportunities at every
price level.
2. With our 1:1 impression matching we can
accurately measure and attribute OTT media to
performance.
3. We have the ability to optimize and target a
brands core demographic using key levers and
strategy across a variety of networks.

32. Schedule Your
Consultation
with a Streaming Expert

33. Q&A
ELISA WESTMAN
Director, Client Strategy
and Analytics

34. 34
Stay informed
on the future of
digital marketing
Visit our content hub
➜

35. Thank you!