How ISM (In-Scene Media) Is Becoming a Key Element in a CTV Media Strategy

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Cory Treffiletti
July 8, 2024
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Cory Treffiletti
CMO, Rembrand
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We recently ran an analysis to better understand the percentage of time spent watching videos with Rembrand ISM (In-Scene Media) in them across different devices and we realized that more than approximately 26% of our ISM placements are seen on Connected TV (CTV).  This was eye-opening as it signals even more the growth and evolution of CTV as a vehicle to reach targeted audiences, and In-Scene Media enables that to happen!

Around 75% of ISM placements are embedded in YouTube videos, and more often than ever before, YouTube is being watched on a CTV device.  In the past, YouTube was confined to desktops and mobile devices, but these are no longer the case.  This echoes the overall growth of CTV across the industry:

Here are some key insights on the increasing time spent by audiences watching video on connected TV (CTV) platforms and its projected growth:

  1. Audience Behavior and Demographics:some text
    • The transition from linear TV to CTV is accelerating as viewers gravitate towards internet-connected devices.
    • Millennial users (56.8 million) are already using connected TVs, and this number is projected to reach 62.6 million by 2025.
    • Over one-third of respondents in every age group own a connected or smart TV, with the 35-54 age group having the highest ownership (71%).
  2. Time Spent on CTV Devices:some text
  3. Device Preferences:some text
  4. Advertising Trends:some text

All in all, CTV is quickly becoming the primary foundation for all video, and that absolutely includes CTV.  ISM, or In-Scene Media, is a way to be embedded in CTV content in a format that continues to be unskippable and captures the attention of the audience.