THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

11. 5. 2023 | 6 min read Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products.

TV ADS PRODUCE GREATER EFFECTS ON ADDRESSABLE AUDIENCES

25. 4. 2023 | 2 min read TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences, new research claims.

HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS

18. 4. 2023 | 6 min read Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments.

TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

18. 2. 2023 | 5 min read Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer.

STUDY: ADDRESSABLE ADS ELICIT STRONGER RESPONSES

2. 12. 2022 | 3 min read Finecast, an addressable TV provider, has announced the results of its latest piece of research which provides new insights into the effectiveness of addressable TV advertising. Commissioned by Finecast and conducted by scientists from UCL, the study investigates how the brain responds to addressable advertisements across four key neuro-networks: attention, emotion, reward and memory.

WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

21. 11. 2022 | 6 min read Television has always been the most important and powerful screen in the American home. And even with the continued trend of cord-cutting, we know consumers are still tuned in—now, on connected television (CTV).

HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS

19. 10. 2022 | 4 min read As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

18. 5. 2022 | 7 min read Betting that they can’t compete with Netflix and hoping a diversified approach is more lucrative, A+E, Fox Corp. and AMC Networks are leaning into the cable bundle (and ad-supported streaming).

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 | 4 min read 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 | 5 min read 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.

VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

21. 1. 2022 | 6 min read The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV.

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022 | 2 min read Advertiser Perceptions said 24% plan to spend more on linear TV

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

6. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month.

THE FUTURE OF CTV: IDENTITY, ENGAGEMENT AND AVOD

4. 1. 2022 | 7 min read Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV.

DIGITAL AD DOLLARS SHIFT TO CTV – AND OTHER 2022 PREDICTIONS

29. 12. 2021 | 7 min read 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.

HBBTV DRIVES TRANSITION TO NEXT-GENERATION BROADCAST AND OTT SERVICES

3. 12. 2021 | 4 min read Paris, December 3, 2021 – HbbTV has now reached the status of a mature standard endorsed by broadcasters, platform operators and manufacturers to deliver next-generation broadcast and OTT services, but closer cooperation between industry players is necessary to facilitate more complete deployment of the specifications in the market. This was the conclusion of the 9th HbbTV Symposium and Awards which took place as an in-person event on November 24-25, 2021 in Paris, France.

THE FUTURE OF MEASURING A FRAGMENTED MEDIA LANDSCAPE

14. 11. 2021 | 4 min read Measuring media has never been as precise as stakeholders would like. Adding CTV (connected TV) and ATV (advanced TV) to an already intricate mix compounds the complexities.

WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?

12. 11. 2021 | 5 min read Where does addressable TV advertising stand now, what challenges remain, and will 2022 really prove to be a tipping point?