UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED

16. 8. 2019 | 2 min read 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.

WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?

8. 8. 2019 | 3 min read 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 much of how TV advertising operates.

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

31. 7. 2019 | 5 min read 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.

TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV

15. 7. 2019 | 3 min read 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.

EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION

12. 7. 2019 | 4 min read Results of an exclusive egta survey confirm top management's expectations for the industry.

TRADITIONAL TV IS NOT DEAD

11. 7. 2019 | 3 min read 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.

EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING

28. 5. 2019 | 3 min read 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 £5.1bn.

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.

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.

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.

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