WHY IT’S TIME TO RE-EVALUATE TV PLANNING

20. 5. 2019 | 6 min read As BARB releases its latest Viewing Report, Wavemaker's Emma Moorhead discusses how new multiple-screen data is changing the way that agencies plan television.

TV ADS STILL MORE RELEVANT TO CONSUMERS THAN STREAMING VIDEO ADS

15. 5. 2019 | 3 min read Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV. What does this say about programmatic video ads?

TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

4. 4. 2019 | 3 min read People watching "social shows" like "Dancing with the Stars" or "The Bachelor" on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University's Kelley School of Business.

TARGETED BYRON SHARP, ANYONE?

1. 4. 2019 | 4 min read Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting.

THINKBOX’S LINDSEY CLAY BECOMES PRESIDENT OF THE GLOBAL TV GROUP

26. 3. 2019 | 3 min read Lindsey Clay, CEO of Thinkbox, has been appointed as the first President of the Global TV Group, the informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America.

UK: ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS

21. 3. 2019 | 2 min read Collectively, online businesses are the biggest category of advertisers on TV in the UK, accounting for almost 15% of total spending via this channel in 2018 and 40% more than the next biggest category which is food.

FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS

14. 2. 2019 | 3 min read TV/media-based business trade groups need to keep growing in a disruptive world. And that can mean spillover, as they extend into sometimes competing professional disciplines.

IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT

4. 2. 2019 | 4 min read 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.

TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING AND ADMIT THEY NEED EACH OTHER

31. 1. 2019 | 5 min read Like two siblings vying for a parent’s attention, digital and traditional advertising have been fighting for advertisers' attention since digital came of age in the post-dot-com bubble era. Many have portrayed this as a war between generations, where the old guard “just didn’t get it.” But this shouldn’t be seen as a battle of relevance between old and young or a battle for the billions of dollars of media that advertisers spend. Because the losers in a war of this kind are not just the advertisers, but also the consumers they serve.

COMING TO A TV NEAR YOU: PERSONALIZED ADS

25. 1. 2019 | 4 min read 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.

HOW MARKETERS ARE ALTERING THEIR TV ATTRIBUTION STRATEGIES

22. 1. 2019 | 4 min read 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.

WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO

17. 1. 2019 | 4 min read There’s no denying 2018 was a challenging year all round, with broadcasters, publishers and advertisers putting their energies into General Data Protection Regulation (GDPR) preparations. At the same time on-going fragmentation of TV and video viewing across screens and platforms caused disruption in the market, with major media providers, digital giants and new market entrants all competing for audience time and attention.

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019 | 5 min read 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 them traction with the influencers and those people who were most likely to buy.

4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 2019

3. 1. 2019 | 4 min read 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.

EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019

11. 12. 2018 | 8 min read 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 think 2019 will push the opportunities even further for brands to effectively target consumers across TV.

WHY TV AND DIGITAL ARE THE PERFECT COUPLE

10. 12. 2018 | 4 min read 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.

TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE

5. 12. 2018 | 5 min read 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 assigning value across all channels. For television, the availability of smarter data from devices such as set-top boxes and smart TVs, as well as the advanced application of that data by specialist companies, has shone a light on TV's efficacy in pushing the consumer through the purchase funnel. Whether measuring brand metrics or transactional behavior, marketers can now employ reach and precision tactics through advanced TV to drive mass and personalized messaging and attribute value to those media investments. This has led to more robust techniques to not only ensure that TV is getting its fair share of credit for a conversion, but also validate what we have known instinctively for years: TV drives results. There is no question that TV is the king of building brands. Television has been the platform that marketers have turned to for decades due its mass reach, ability to drive awareness, cultural influence and social (in the macro sense) engagement. Advanced TV now expands those capabilities beyond awareness, down through the funnel, enabling solutions and measurement at the consideration, intent and sales stages.

WHAT THE GROWN-UPS THINK ABOUT TV

3. 12. 2018 | 7 min read 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