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

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

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

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

EGTABITE 256: TV2’S META-STUDY – HOW ADDRESSABLE TV PROVIDES HIGHER ROI THAN YOUTUBE AND FACEBOOK

12. 4. 2019 In today’s fast-paced world, where everything happens in the blink of an eye, advertisers are constantly searching for the most effective way to place their brands in the spotlight. While often videos on Facebook and YouTube are opted for as a quick, cheap and easy solution for brands to reach consumers, new research now indicates… Continue reading EGTABITE 256: TV2’S META-STUDY – HOW ADDRESSABLE TV PROVIDES HIGHER ROI THAN YOUTUBE AND FACEBOOK

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

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

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

17. 1. 2019 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… Continue reading WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO

WHERE DOES ADVANCED TV ADVERTISING FIT IN 2019?

27. 12. 2018 Seems like addressable/advanced TV advertising has existed in a whirlpool of doubt, alongside the promise of better business opportunities. Now, however, the latter is getting a bigger profile. The upside: addressable TV advertising has now achieved decent scale — around 65 million homes out of a total of 120 U.S TV households. The downside: cost, accessibility, and some… Continue reading WHERE DOES ADVANCED TV ADVERTISING FIT IN 2019?

EGTABITE 241: HERE IS WHY THE FUTURE OF TV IS BRIGHT

14. 12. 2018 As the holiday season approaches and the year comes to an end, we are shamelessly putting the spotlight on ourselves. This week’s egtabite features our New York study trip and International TV Sales Directors’ Meeting which took place early November this year. The senior management from egta’s membership and colleagues from around the globe gathered… Continue reading EGTABITE 241: HERE IS WHY THE FUTURE OF TV IS BRIGHT

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 ADVERTISING ISN’T DEAD, IT’S EVOLVING

26. 9. 2018 The back-to-school season this year was also the back-to-TV season for department stores. The top brands in the category spent $247.8 million from July 1 to Aug. 31, according to iSpot. That’s a 9.3% jump over the same period last year. Indeed, a new study from Adobe, CMO.com’s parent company, which surveyed 1,000 U.S. TV buyers, found… Continue reading TV ADVERTISING ISN’T DEAD, IT’S EVOLVING

A GOLDEN AGE FOR TELEVISION ADVERTISING

25. 9. 2018 Ignore the doom-mongers, writes Ebiquity’s Dr Nick Pugh – here are five reasons why TV is in rude health. Throughout the infancy, childhood, and teenage years of the digital revolution, the obituary of TV has been written time and again. “It’s too slow”, “It’s not interactive enough”, “it’s a medium of monologue not dialogue, so digital… Continue reading A GOLDEN AGE FOR TELEVISION ADVERTISING