Zattoo: Demand for dynamic video ads increased significantly in 2020

Demand for dynamic video ads, especially on internet-enabled TV devices, has risen sharply at Zattoo in the past year. More than 90 million video ads were played on its own platform via connected TVs in 2020. Demand for the Dynamic Ad Substitution (DAS) advertising format used by Zattoo was particularly high, as the TV streaming provider writes in a press release. The proportion of TV advertising played via DAS rose from 10% in 2019 to over 80% in 2020.

The number of participating TV channels where the dynamic video ads are played via connected TVs has more than doubled in the last year. In addition, Zattoo is recording continuously growing usage on connected TVs. Already 60 percent of Zattoo users stream their TV via an internet-enabled TV set - and the trend is rising. As a result, the advertising space available for dynamic video ads on Zattoo increased significantly in 2020.

"The positive developments in our advertising business show that there is great demand for our advertising formats despite coronavirus, especially on connected TVs," says Oliver Knappmann, Chief Sales Officer at Zattoo. "On the one hand, this is of course due to the increase in TV consumption last year. On the other hand, it is also due to the enormous potential and increasing relevance of dynamic video ads, which more and more advertisers are discovering for themselves. TV advertising that is exchanged using DAS not only offers better performance, but is also fully programmatic and can be booked automatically in small quantities. This also makes it interesting for advertisers who would otherwise not be able to afford TV advertising."

High demand due to better performance

According to figures from the TV streaming provider, the high demand for dynamic video ads on internet-enabled TV devices is due to the better performance compared to conventional advertising formats. The completion rate for video ads on connected TVs is around 97%. On other devices, this rate is only around 73%.

In the last two quarters, Zattoo ran an average of more than 200 different campaigns via DAS. Since Zattoo started using this technology on behalf of the participating TV broadcasters a few years ago, a significant amount has already been distributed to these TV broadcaster partners.