EUROPEAN MARKETERS EXPECTED TO INCREASE ADS IN ADVANCED TV NEXT YEAR

19. 10. 2022 | 2 min read Marketers are cautious but increasingly enthusiastic about investing in Advanced TV next year, according to a survey of 500 marketers and influencers in five European countries: UK, France, Germany, Italy, and Spain. The survey was made in July by consultancy CoLab Media for video advertising technology firm FreeWheel. Key takeaways:

WHAT MARKETERS MUST CONSIDER BEFORE DIVING INTO ADVANCED TV

12. 4. 2021 | 5 min read With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and third-party data to effectively reach audiences. Advanced TV (ATV) offers the opportunity to do just that, providing marketers a brand-safe, person-targeted medium that is more measurable than traditional linear TV buys.

TV IS MARKETERS’ BIGGEST OPPORTUNITY – AND THREAT

8. 4. 2021 | 5 min read As ISBA pushes ahead with its plans for a cross-media measurement system – despite the TV broadcasters' hesitancy – the head of its AV Steering Group encourages marketers to evolve how they see TV.

TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME

16. 8. 2019 | 4 min read 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 in TV audience, with a 22% share of total prime-time viewers, and boasts a combined $8 billion in national TV ad revenue.

WHERE DOES ADVANCED TV ADVERTISING FIT IN 2019?

27. 12. 2018 | 3 min read 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.

WHY BIG TECH SPENDS BIG ON TV

9. 8. 2018 | 4 min read If you read the trades regularly, there’s a good chance you’ve read that TV is dying. It’s less likely you read that Google, Netflix, and Amazon collectively spent more than $1B on TV advertising in 2017.1