WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES
29. 10. 2024 Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong WARC has long held the view that effective marketing strategies combine immediate results with long-term goals. However, a fragmented media landscape and a focus on short-term measurement… Continue reading WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES
TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES
18. 2. 2023 Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer. In today’s advertising landscape, brands are increasingly looking to implement precision targeting across media buys to both maximize the value of their data investments and improve performance. To do this, marketers have been leaning on… Continue reading TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES
4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023
25. 1. 2023 Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year. This year at CES, leaders across the… Continue reading 4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023
HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?
21. 10. 2022 The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video. Over the past six months, there has been a noticeable step-up in the level of investment into the media measurement industry, particularly from… Continue reading HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?
WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM
12. 9. 2022 Why the solutions to many of our advertising challenges are found under the hood? Fifteen or 20 years ago, a TV advertising sale was simply that: the sale of advertising units from a seller to an agency or advertiser. The deal was done, handshakes were made, spreadsheets were completed, and invoices were sent. If it… Continue reading WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM
CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD
14. 3. 2022 Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD
NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS
25. 1. 2022 The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms. For many industry participants, addressability – as… Continue reading NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS
DIGITAL AD DOLLARS SHIFT TO CTV – AND OTHER 2022 PREDICTIONS
29. 12. 2021 This being prime predictions season, I thought we’d end 2021 with a few offered by executives at some of the ad-tech and measurement firms on the front lines. The comments have been edited for flow and length purposes. John Hamilton, CEO, TVDataNow: Growth in CTV ad spend in 2022 will come in large part from money shifting… Continue reading DIGITAL AD DOLLARS SHIFT TO CTV – AND OTHER 2022 PREDICTIONS
CTV IS THE NEW COOKIE
1. 11. 2021 Google’s decision to delay cookie deprecation until 2022 is intended, at least in part, to provide the industry with more time with which to develop alternatives. But that alternative is already here. It is CTV. CTV is the new cookie. Consider that cookies are valuable because they are semi-permanent digital identifiers that tell advertisers when consumers… Continue reading CTV IS THE NEW COOKIE
HOW TO DESIGN AN ACCOUNTABLE TV CAMPAIGN
18. 5. 2021 Marketing today is more closely tied to business growth than ever before. Businesses demand a direct link between campaigns and new customers, increased orders and, of course, revenue growth. This accountable approach to marketing is buoyed by digital advertising’s ability to track vast amounts of data. How often is a display ad clicked? Which paid search keywords… Continue reading HOW TO DESIGN AN ACCOUNTABLE TV CAMPAIGN
TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS
25. 2. 2021 If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts… Continue reading TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS
FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
7. 12. 2020 By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or… Continue reading FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE
11. 2. 2020 In an era of connected TV, direct-to-consumer streaming, and the bewildering consumption habits of Generation Z, TV measurement faces dramatic change. No available currency today can independently cover the increasingly diverse and fragmented ecosystem of multiplatform video distribution. Attempts to assess the value, depth and reach of a viewing instance against a common denominator will suffer greater… Continue reading VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE
FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS
6. 1. 2020 Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis. No.1: Television is back on the offensive When it comes to competing for… Continue reading FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS
WHY TV IS MOVING TO IMPRESSIONS-BASED MEASUREMENT AND AUDIENCE TRADING
17. 12. 2019 Viewers, advertisers have come to expect more personalization, focus Both traditional and digital buyers recognize the power and value of TV advertising. This full-screen, nonskippable, sight-and-sound format delivers performance for both brand and direct response advertisers alike. What’s most exciting to those same buyers is that increased availability of viewing data and addressable screens will… Continue reading WHY TV IS MOVING TO IMPRESSIONS-BASED MEASUREMENT AND AUDIENCE TRADING
TV MEASUREMENT IN A DIGITAL WORLD
1. 11. 2019 In a highly fragmented media world, where the consumer is at the cutting edge of media consumption, media measurement and attribution can be a moving target. How does the industry keep up? Several industry experts deconstructed this dilemma at the Data Conference, part of New York City Television Week. What Is the Solution? In searching for the… Continue reading TV MEASUREMENT IN A DIGITAL WORLD
THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED
29. 10. 2019 Advertisers — and NBC Universal parent Comcast — will no doubt rejoice. After testing shoppable ads starting back in May, in linear programming including “Today” (Walmart), the French Open (Lacoste), the Tour de France (Zwift) and “Songland” (Roli), NBCU is rolling out the QSR-driven format across its lifestyle and unscripted programming. The ShoppableTV technology, created… Continue reading THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED
THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM
9. 10. 2019 As viewers, you probably agree that we’ve never had more options when deciding what content to watch, which device to watch it on, or how to access it. Consumers are living in a golden age of television, no matter how TV is now defined. The flipside for all of us working in the industry is that this New TV… Continue reading THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM
