IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT
4. 2. 2019 While addressable TV has been talked about in certain industry circles for some time, it seems the wider marketing industry has yet to truly appreciate its potential. With new, head-turning channels and marketing approaches launching all the time, it can be easy to overlook the transformation other media channels have undergone, especially those around for a long time.… Continue reading IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT
COMING TO A TV NEAR YOU: PERSONALIZED ADS
25. 1. 2019 The hottest new trend in TV tech is “addressable” ads, or TV ads that can be targeted to specific households via user data. By the end of this year, almost every major TV network and provider will have rolled out their version of an addressable ad product. Why it matters: It’s a huge departure from the way… Continue reading COMING TO A TV NEAR YOU: PERSONALIZED ADS
HOW MARKETERS ARE ALTERING THEIR TV ATTRIBUTION STRATEGIES
22. 1. 2019 The slow but steady digitization of TV advertising will place further pressure on ad measurement companies to create more robust cross-platform metrics and attribution models. But for that to happen, several types of companies—including multichannel video programming distributors (MVPDs) and TV networks—need to update their technologies and strategies. TV ad buyers have long advocated for more… Continue reading HOW MARKETERS ARE ALTERING THEIR TV ATTRIBUTION STRATEGIES
DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING
15. 1. 2019 Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving… Continue reading DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING
4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 2019
3. 1. 2019 For brand marketers, video continues to be the most important story in media. Audience behavior is evolving rapidly across generations, and consumers now watch more than eight hours of online content every week, according toThe State of Online Video 2018 report by Limelight Networks. Faced with a fragmented device landscape, advertisers are seeking greater simplicity and… Continue reading 4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 2019
EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019
11. 12. 2018 The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Following what could be termed as one of the most interesting years in the connected TV space since its inception, thought leaders from across the industry share how they… Continue reading EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019
WHY TV AND DIGITAL ARE THE PERFECT COUPLE
10. 12. 2018 What plays together, stays together. As advertisers and media buyers have flocked to digital advertising, something unfortunate happened: Television advertising, the medium that has always delivered a loyal, attentive audience—and has always been a master brand storyteller—began to get pushed aside for younger, “hipper” alternatives. But now, marketers are realizing what researchers have known all along: Digital… Continue reading WHY TV AND DIGITAL ARE THE PERFECT COUPLE
TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE
5. 12. 2018 Once confined to brand and awareness metrics, the world of TV attribution has evolved to measure responses and effectiveness in the same way digital media has for years. Critically, the concept of quantifying offline media’s contribution to a business outcome, no matter where the consumer is in their purchase journey, has realigned the industry’s approach to… Continue reading TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE
WHAT THE GROWN-UPS THINK ABOUT TV
3. 12. 2018 Ahead of this week’s Future TV Advertising Forum, and with a hefty new GroupM report by his side, Dominic Mills outlines the most important issues now facing the television industry I’ve been prepping for various sessions at this week’s Future TV Advertising Forum. There’s no shortage of stats and viewpoints, much of it useless concoctions of… Continue reading WHAT THE GROWN-UPS THINK ABOUT TV
STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US
21. 11. 2018 Video is firmly entrenched in our lives. Whether we’re snuggling on the sofa for an evening of telly or killing time on our mobiles before the bus arrives, the opportunities to watch have never been greater. Back in 2013, we investigated what viewer motivations underpinned the TV we chose to watch. What drove someone to… Continue reading STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US
AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?
3. 10. 2018 Let’s set the scene. The 1950s. A boom in affordable TV sets causes an increase in the number of small screens in homes across the United States. Families flock to their living rooms to watch new programming. With this boom comes the dawn of new advertising, as marketers can now directly reach consumers through TV program… Continue reading AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?
THE NEW LIVING ROOM: TAKING ADVANTAGE OF THE BIG SCREEN
3. 10. 2018 Headlines would suggest that TV is dead, or at least is enduring a slow death. The reality is that TV viewing is very different than what it was three years ago, let alone 10. How we define “TV” is still being debated. Is it the content, device or pipe that presents it to the viewer? But… Continue reading THE NEW LIVING ROOM: TAKING ADVANTAGE OF THE BIG SCREEN
THE FUTURE OF TV IS NOW (OR NEVER)
5. 9. 2018 From cord cutting, shaving and cord nevers to addressability, dynamic ad insertion and increasingly ad free experiences, the ad environment is more dynamic and complex than ever before. And now—right now—we are at a critical inflection point. This can either signal an industry renaissance marked by more relevant ads (fueled by rich data) or it could… Continue reading THE FUTURE OF TV IS NOW (OR NEVER)
HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM
28. 8. 2018 As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for… Continue reading HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM
THE FUTURE OF TELEVISION IS … MORE TELEVISION
14. 8. 2018 CALL IT JEFFREY Katzenberg’s unicorn newborn. An operating company has come into being, ex nihilo, with the blandest of names—NewTV—and a valuation north of $1 billion. That’s something that has never happened before. Another thing that hasn’t happened before: the very first funding round for the company managed to reach the $1 billion mark. NewTV, then, is… Continue reading THE FUTURE OF TELEVISION IS … MORE TELEVISION
WHY BIG TECH SPENDS BIG ON TV
9. 8. 2018 If you read the trades regularly, there’s a good chance you’ve read that TV is dying. It’s less likely you read that Google, Netflix, and Amazon collectively spent more than $1B on TV advertising in 2017.1 Can both of those things be true? Why would tech giants spend so much on a dying medium? At times like… Continue reading WHY BIG TECH SPENDS BIG ON TV
TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV
9. 4. 2018 Even though children mostly moved from the television screen to a computer monitor or smartphone, television is still number one for them. Research shows that even today’s children still prefer TV over other types of media. Lifestyle Survey of Children conducted by the Association of Television Organisations (ATO) shows that television is still a number one daily (or almost daily) media… Continue reading TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV
