NEW YORK—Premion has expanded its partnership with IHS Markit with an offering focusing on the auto market that uses data from Polk Automotive Solutions to make CTV and OTT advertising more efficient and effective, the companies reported. 

Premion, which offers a CTV and OTT local and regional advertising platform, first announced an attribution partnership with IHS at the IAB Newfronts last month. 

Building on that, Premion will leverage market-leading automotive insights from IHS Markit that include 30 years of vehicle ownership history, more than 125 million households and more than 49 million new and used vehicle transactions in 2020 to deliver an end-to-end CTV and OTT advertising solution for automotive advertisers.

The new offering will make it easier for advertisers to find and reach the most qualified automotive consumers and connect the outcome of advertising campaigns to business results, including verified new vehicle sales, the companies reported. 

“Automotive marketers have been among early adopters of streaming TV advertising, which has quickly evolved as a priority customer acquisition and performance marketing channel,” said Dave Marquard, head of product at Premion. “With Polk Automotive Solutions, we’re accelerating the power of streaming TV advertising to empower our advertisers to reach high-value audiences and measure true sales performance by matching OTT viewership with verified vehicle sales.”

“Today’s auto intenders are OTT viewers. As automotive marketers follow their audiences on streaming TV platforms, they need timely data-driven insights to target, optimize, and measure campaign spending,” said Joe Kyriakoza, vice president and general manager, Polk Automotive Solutions at IHS Markit. “With this integration, we’re further empowering automotive advertisers with a more complete understanding of audience behavior and connecting OTT viewership to direct business results by driving new vehicle sales.”

Launched by Tegna in 2016, Gray Television, Inc. acquired a minority stake in Premion in 2020. 

LONDON—Apple is not holding back with the advertising and planned content for its Apple TV+ streaming service. However, according to a new report from IHS Markit, the reach and potential subscriber growth for the service could be limited when it launches on Nov. 1.

Apple TV+ is estimated to only be available to a little more than half of the total U.S. market on its initial rollout. Set to be accessible for customers using iOS devices, Samsung Smart TVs and web browsers, IHS estimates its potential addressable base to be about 70 million households, or 57%.

Compare that to the streaming services of Apple’s expected competitors: Netflix reaches 95% of U.S. homes, while Disney+ will be available for 92% initially. IHS does not that the Disney+ streaming service’s reach is based on availability on Android mobile devices, as it has “a lack of Smart TV partnerships” at this time. Other streaming services expected to be launched in the next year include WarnerMedia’s HBO Max and NBCUniversal’s Peacock.

To broaden its market reach, IHS says that Apple must make Apple TV+ on third-party devices, including competitors’ digital media adapters. There are expected launches on Roku and Fire TV devices, as well as additional smart TV models, but no date has been announced as of yet.

“By opening up to other platforms, Apple TV+ will see its addressable base increase by 24% to 87 million U.S. households,” said Fateha Begum, principal research analyst at IHS Markit. “This will improve Apple’s position, but the company will still be at a disadvantage compared to competitors who can address the entire U.S. market of 124 million online households.”

LONODN—As 5G rolls out internationally, a new report from IHS Markit has found that there quarters of U.S. consumers say they will expand their video streaming activity as they adopt the new technology.

When asked to name which types of activities they are likely to increase due to the arrival of 5G, consumers ranked video streaming first, ahead of video calling, social media, mobile gaming, virtual reality and augmented reality, according to the survey. As a result, the deployment of 5G will help cause video usage to account for 70% of mobile network traffic in 2022, up from 47% in 2015, said IHS.

“The promise of faster video streaming through 5G is generating enormous enthusiasm among consumers,” said Joshua Builta, senior principal analyst for IHS. “Interest is particularly high for those younger than 50, with 81% of survey respondents in that age range citing video streaming as the top activity for 5G. Consumers are expressing strong interest in video streaming both on smartphones and for home internet services, which are equally supported by 5G.”

The results are part of IHS Markit’s Digital Orbit report. The survey was conducted May 22-27, 2019, among 2,031 respondents, 95% of whom were U.S.-based.

LONDON—In 2019 and 2020, microLED shipments are projected to total less than 1,000, but a rapid ascension is on the horizon, per IHS Markit’s new report, “Micro LED Display Technology & Market.” By 2026, IHS says that the global market for microLED displays will jump to 15.5 million units, with the key contributing factor being the declines in manufacturing costs that will make the technology suitable for the mass market.

As manufacturing prices drop, so will the pricing for microLED products, which will eventually include smart watches, televisions, AR systems and smartphones. As an example of the dramatic decline in manufacturing price, IHS says that the cost to make a 75-inch TV display with the technology will drop to one-fifth of its current price by 2026; for a 1.5-inch smart watch display, the drop could be as much as one-tenth.

MicroLEDs, which are comprised of microscopic LEDs that each represent an individual pixel, are an emissive display technology that generate their own light, eliminating the need for backlight. They are also said to appear much brighter than OLEDs.

The manufacturing of microLEDs is expected to reach maturity by 2024.

“Despite the growth in acceptance, microLED shipments in 2026 will still amount to just 0.4% of the global flat-panel display market,” said Jerry Kang, associate director at IHS. “However, with shipments of nearly 16 million units that year, microLED will have entered mass-market territory, setting the stage for much wider acceptance during the following years.”

The full report from IHS is available here.

LONDON—New research from IHS Markit reveals the average screen size of TV units shipped in Q3 2018 grew larger than any previous quarter in more than a year.

Worldwide, shipments of TVs with screens 60 inches or larger in Q3 grew by 40 percent year over year, 10 percent higher than in recent quarters. In North America and emerging markets, the growth was even greater as prices hit new lows for 65- and 75-inch screen models, the research group found, the research group said.

“Each year during the holiday shopping season, brands and retailers try to push ever larger screen sizes to keep revenues growing and encourage adoption of value-added features like 4K and smart TV,” said Paul Gagnon, research and analysis executive directors at IHS Markit.

[Read: Nearly 6 Million 8K TVs To Ship In 2022, Says New Report]

This year promotional deals are helping to create greater interest in 65-inch TVs, which in turn is shifting the focus from sets with screens that are 50 inches or less, he added.

However, in Western Europe, Latin America, the Middle East and Africa TV shipments were down by double digits in Q3 ’18 –off from the more than 7 percent increase for the regions in the first half of the year spurred on by seasonal promotions for the World Cup, IHS Markit said.

The share of 4K TVs shipped reached a record high of 44 percent in Q3. In terms of dollars and cents, they accounted for 71 percent of all TV revenue in the quarter. Shipments of 8K TVs remains small, with a single brand shipping in Japan and China. More brands are expected to ship 8K TVs by the end of the year, IHS Markit said.

In North America, the average price of a 65-inch 4K LCD TV fell from $1,256 to $1,100 in Q3, In China the average price was $928. Elsewhere the average price remained higher as a result of less competition and a smaller market size.

As relates to display technologies, OLED TV shipments fell slightly in the third quarter compared to Q2, while LCD TV shipments grew 14 percent quarter over quarter, and shipments of quantum dot LDC TV with screen sizes exceeding 60 inches increased to 663,000 units in Q3. Average OLED TV screen size also grew to more than 59 inches for the first time, as the share of 65-inch OLED TV shipments grew to a new high of more than 38 percent, the research group found. 

LONDON—Move over 4K, cause here comes 8K, kind of. IHS Markit forecasts that 2018 will see the first use of 8K displays, though 4K/UHD will still be the main focus for TV panel manufacturers. Only about 1 percent of displays 60-inches or larger are predicted to support 7680x4320 pixel resolution this year, per IHS. Those numbers are expected to climb to 9 percent by 2020 and 19 percent by 2024.

To find out more, read the full story on TVT’s sister publication Multichannel News.

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LONDON—HDR TV sets will be making their way to people around the world in droves over the next few years according to a new report from IHS Markit.

In its “TV Design and Features Tracker – Q3 2017” report, IHS Markit forecasts a total of 12.2 million HDR TV sets will be shipped by the end of 2017, but in 2021 that number will jump to 47.9 million. In addition, 88.6 million HDR-ready sets, which feature HDR decoding but no display capabilities, are also expected to be shipped in 2021.

There are still obstacles to people being able to view full HDR programming. “We expect that only 23 percent of the ultra-high-definition televisions that ship in 2017 will offer the full HDR experience,” said Paul Gray, associate director for consumer devices at IHS Markit. “The remainder will be able to decode a signal, but lack the high contrast capability to display HDR content to an advantage.” One of those obstacles is the cost of backlights for LCDs.

The report does suggest that there will be HDR capabilities available in HD TV sets. While congested airways won’t allow broadcasters to transmit the extra data needed for 4K UHD, HD with HDR will be available to provide improved quality with a low data overhead, per IHS.

North America is expected to lead the pack with HDR TV shipments by 2021 with 14.6 million. China is projected as the second largest shipper at 11.8 million.

Read the full report here.