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.

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019 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 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 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.

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.

TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE

5. 12. 2018 Once confined to brand and awareness metrics, the world of TV attribution has evolved to measure responses and effectiveness in the same way digital media has for years. Critically, the concept of quantifying offline media's contribution to a business outcome, no matter where the consumer is in their purchase journey, has realigned the industry's approach to assigning value across all channels. For television, the availability of smarter data from devices such as set-top boxes and smart TVs, as well as the advanced application of that data by specialist companies, has shone a light on TV's efficacy in pushing the consumer through the purchase funnel. Whether measuring brand metrics or transactional behavior, marketers can now employ reach and precision tactics through advanced TV to drive mass and personalized messaging and attribute value to those media investments. This has led to more robust techniques to not only ensure that TV is getting its fair share of credit for a conversion, but also validate what we have known instinctively for years: TV drives results. There is no question that TV is the king of building brands. Television has been the platform that marketers have turned to for decades due its mass reach, ability to drive awareness, cultural influence and social (in the macro sense) engagement. Advanced TV now expands those capabilities beyond awareness, down through the funnel, enabling solutions and measurement at the consideration, intent and sales stages.

WHAT THE GROWN-UPS THINK ABOUT TV

3. 12. 2018 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

STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US

21. 11. 2018 Video is firmly entrenched in our lives. Whether we’re snuggling on the sofa for an evening of telly or killing time on our mobiles before the bus arrives, the opportunities to watch have never been greater. Back in 2013, we investigated what viewer motivations underpinned the TV we chose to watch. What drove someone to watch live TV over VOD or vice versa? What needs did these video formats satisfy? That study discovered there were six TV ‘need states’. Since then, the video landscape has changed considerably. We wanted to revisit these need states and broaden the lens to encompass all video formats, including online. Partnering with MTM, we detangled the role that video plays in our lives to determine how the different video formats coexist and why viewers choose to invest their time in a range of video platforms. Key Findings

AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?

3. 10. 2018 Let's set the scene. The 1950s. A boom in affordable TV sets causes an increase in the number of small screens in homes across the United States. Families flock to their living rooms to watch new programming. With this boom comes the dawn of new advertising, as marketers can now directly reach consumers through TV program sponsorships, commercials and more.

THE NEW LIVING ROOM: TAKING ADVANTAGE OF THE BIG SCREEN

3. 10. 2018 Headlines would suggest that TV is dead, or at least is enduring a slow death.

THE FUTURE OF TV IS NOW (OR NEVER)

5. 9. 2018 From cord cutting, shaving and cord nevers to addressability, dynamic ad insertion and increasingly ad free experiences, the ad environment is more dynamic and complex than ever before. And now—right now—we are at a critical inflection point. This can either signal an industry renaissance marked by more relevant ads (fueled by rich data) or it could be the industry's death knell.

HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

28. 8. 2018 As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for its sheer, unadulterated reach, the problem has historically been that it’s difficult to measure and optimize its true effectiveness. But that’s all changing.

THE FUTURE OF TELEVISION IS … MORE TELEVISION

14. 8. 2018 CALL IT JEFFREY Katzenberg’s unicorn newborn. An operating company has come into being, ex nihilo, with the blandest of names—NewTV—and a valuation north of $1 billion. That’s something that has never happened before. Another thing that hasn’t happened before: the very first funding round for the company managed to reach the $1 billion mark. NewTV, then, is no scrappy startup. Rather, it is, from day one, an enormous privately owned corporation, run by a deeply experienced CEO, Meg Whitman, who formerly ran eBay and Hewlett-Packard.

WHY BIG TECH SPENDS BIG ON TV

9. 8. 2018 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

TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV

9. 4. 2018 Even though children mostly moved from the television screen to a computer monitor or smartphone, television is still number one for them. Research shows that even today’s children still prefer TV over other types of media. Lifestyle Survey of Children conducted by the Association of Television Organisations (ATO) shows that television is still a number one daily (or almost daily) media activity for almost three-quarters of Czech children aged 4-14 years. The frequency of children’s TV consumption even surpasses their watching Internet content or playing games. 71% of children watch live television broadcasts on a regular basis. Another 13% of children turn on the TV at least once a week. Number two media activity for children is watching videos on YouTube and similar sites. 30% of children watch them daily or almost daily and 38% of children watch them at least once a week. It is similar to listening to music, songs and radio. However, compared to watching television, more children do these activities on a daily basis (37%). One-quarter of children claim that they listen to music once a week. This activity is followed by reading books, magazines and comics, either daily (26% of children) or once a week (35% of children). Playing Games and Time Spent in Front of TV The fifth most common media activity for children is playing electronic games. One-third of children spend their time playing games daily and a little more than one-fifth of children play games at least once a week. As to the time, children usually spend on the media per day, the youngest children, aged four to six years, spend most of their time watching TV. Older children, on the other hand, prefer watching online videos or playing electronic games. According to the ATO Lifestyle Survey of Children, compared to younger children, older children also usually sleep less during the day, spend less time with their parents and more time at school. They have more free time, especially at weekends, and therefore spend more time using electronic devices (computers, notebooks, smartphones or tablets). The research was conducted last year and 531 children participated in it. Source: iDNES.cz