WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

29. 10. 2024 | 4 min read Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong

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.

4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023

25. 1. 2023 | 4 min read Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year.

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022 | 14 min read The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video.

WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM

12. 9. 2022 | 5 min read Why the solutions to many of our advertising challenges are found under the hood?

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022 | 5 min read Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions

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.

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.

CTV IS THE NEW COOKIE

1. 11. 2021 | 4 min read Google’s decision to delay cookie deprecation until 2022 is intended, at least in part, to provide the industry with more time with which to develop alternatives. But that alternative is already here. It is CTV. CTV is the new cookie.

HOW TO DESIGN AN ACCOUNTABLE TV CAMPAIGN

18. 5. 2021 | 4 min read Marketing today is more closely tied to business growth than ever before. Businesses demand a direct link between campaigns and new customers, increased orders and, of course, revenue growth. This accountable approach to marketing is buoyed by digital advertising’s ability to track vast amounts of data. How often is a display ad clicked? Which paid search keywords are driving the most traffic to your website? Answering these questions creates a sense of certainty around our efforts. We know what’s working. The proof is in the numbers.

TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

25. 2. 2021 | 4 min read If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts what they’ll do in the future. If you wait to survey them (attitudinal research) or to see if they buy from you (attribution), then the signal will be either too weak or too late to help you.

FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021

7. 12. 2020 | 13 min read By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or postponed such as the Tokyo Olympics. Meanwhile, there was a contentious election and in January the U.S. will have a new President. What else could happen in 2021? We asked some experts.

VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE

11. 2. 2020 | 5 min read In an era of connected TV, direct-to-consumer streaming, and the bewildering consumption habits of Generation Z, TV measurement faces dramatic change. No available currency today can independently cover the increasingly diverse and fragmented ecosystem of multiplatform video distribution. Attempts to assess the value, depth and reach of a viewing instance against a common denominator will suffer greater inaccuracies from poor integration of new platforms and models.

FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS

6. 1. 2020 | 6 min read 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.

WHY TV IS MOVING TO IMPRESSIONS-BASED MEASUREMENT AND AUDIENCE TRADING

17. 12. 2019 | 6 min read Viewers, advertisers have come to expect more personalization, focus

TV MEASUREMENT IN A DIGITAL WORLD

1. 11. 2019 | 4 min read 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.

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

29. 10. 2019 | 5 min read Advertisers — and NBC Universal parent Comcast — will no doubt rejoice.

THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM

9. 10. 2019 | 6 min read 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.