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 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
DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE
4. 10. 2019 Media buying has traditionally been about blending ingredients together for the perfect marketing mix. But with so many new channels and such fragmented audiences, this age-old recipe is rapidly becoming more difficult to follow. So, what’s to be done? The age of total video TV is complicated these days. In just one household, a family… Continue reading DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE
NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT
26. 9. 2019 Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer. With audiences becoming consumers of video that streams from a panoply of screens, maneuvers to measure them are becoming commonplace. In recent weeks, local TV stations have declared they… Continue reading NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT
TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN
30. 8. 2019 The proliferation of digital has led to shrinking budgets in the traditional space such as TV. According to Zenith’s Advertising Expenditure Forecasts, traditional TV ad revenues to shrink annually from 2019 to 2021, falling from US$184 billion to US$180 billion in 2021. Interestingly however, while everyone is turning towards digital, four companies – Facebook, Amazon,… Continue reading TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN
TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME
16. 8. 2019 Just in case we needed more evidence of the central role that advanced TV is already beginning to play in the media ecosystem, this week’s announcement of the re-merger of CBS and Viacom underscored it, big-time. In years past, the news would have been totally dominated by the traditional measures of power: ViacomCBS is now #1… Continue reading TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME
UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED
16. 8. 2019 The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers. A white paper, AdSmart: Five Years and Forward, pulls together insights collated from five years of learnings into the UK addressable TV market through Sky’s AdSmart… Continue reading UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED
WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
8. 8. 2019 The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end up reshaping in their own image… Continue reading WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS
31. 7. 2019 New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad. The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that are designed to help advertisers and… Continue reading THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS
TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV
15. 7. 2019 Content abounds on streaming services like Netflix, Hulu and Amazon Prime Video. But when viewers are faced with too many choices of what to watch, some end up tuning out. That’s the main finding from Nielsen’s Total Audience Report from the first quarter of 2019. What some have dubbed the golden age of TV led to… Continue reading TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV
EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION
12. 7. 2019 Results of an exclusive egta survey confirm top management’s expectations for the industry. Over 100 CEO’s and senior executives from surveyed egta members – leading TV and radio sales houses across Europe and beyond – expect growth in ad spend for both Total Video and Total Audio in the next three years. An exclusive survey… Continue reading EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION
TRADITIONAL TV IS NOT DEAD
11. 7. 2019 Manatt, Vorhaus Digital Strategy Study Reveals Traditional TV Is Not Dead Despite Continued Online Video Ascendance. Research uncovers surprising trends for the future of cord-cutting, SVOD and esports. Manatt, Phelps & Phillips, LLP, a multidisciplinary, integrated professional services firm, and digital media consulting company, Vorhaus Advisors, today released their inaugural Digital Strategy Study, which analyzes the… Continue reading TRADITIONAL TV IS NOT DEAD
EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING
28. 5. 2019 There were lots of interesting things to catch the eye in the Advertising Association/Warc annual adspend figures for 2018 – not least the rapid growth of Broadcaster VOD advertising, up 29% to £390m and forecast to grow at a similar rate for the next two years. Total TV investment was stable year on year at… Continue reading EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING
WHY IT’S TIME TO RE-EVALUATE TV PLANNING
20. 5. 2019 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. The media industry is in search of the Holy Grail: a single-source measurement of TV viewing across all screens and channels. In 2018, we got one step closer to this with the launch… Continue reading WHY IT’S TIME TO RE-EVALUATE TV PLANNING
UK: ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS
21. 3. 2019 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. Latest figures from Thinkbox indicate Amazon, in particular, boosted its TV spending by 21% to £60m last year… Continue reading UK: ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS
FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS
14. 2. 2019 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. Promax, the TV marketing group that has been around since the 1950s, is now expanding global membership efforts to include a digital marketing and theatrical marketing emphasis. Steve Kazanjian, president/chief executive officer of Promax,… Continue reading FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS
