WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV

24. 4. 2020 | 3 min read Television audiences have gone through the roof because of the coronavirus lockdown, but will advertisers use the spike in engagement to drive brand-building campaigns, given the economic uncertainty? That is the billion dollar question, and according to Mike Shaw, Director of Advertising Sales at Roku, the answer should be ‘yes’. He has a long list of reasons why brand activity now, rather than later, will pay handsome dividends.

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.

WHY TV ADVERTISING IS STILL THE DRIVING FORCE BEHIND AUTO SALES

3. 2. 2020 | 5 min read A multi-platform approach is essential in successfully targeting auto buyers. But it's important to remember that, when it comes to reaching those potential buyers, TV advertising still tops the list. If your auto client is considering scaling back on their television media buy, then they're in danger of missing out on the most important aspect of the auto buyer's purchase journey. It's a choice that could end up costing them way more than it saves.

ADVERTISER LEADERSHIP CRITICAL FOR CROSS-CHANNEL VIDEO AD MEASUREMENT

30. 1. 2020 | 3 min read I’m writing this from Paris, where I’ve spent the past two days talking about the future of video ad measurement across television, over-the-top TV platforms, and video ads on the large digital search and social platforms, thanks to events hosted and driven by EGTA, the global trade association of TV ad sellers, and WFA, the World Federation of Advertisers.

THE ECOSYSTEM IS CHANGING DRAMATICALLY, A SINGLE METRIC IS KEY TO MONETISATION, SAYS NIELSEN’S MATT O’GRADY

25. 10. 2019 | 10 min read The findings of the total audience report, The Media Landscape (2019), were shared by Matt O’Grady of Nielsen in his keynote.

PARADOX: STREAMING WARS WILL BE GREAT FOR TV ADVERTISERS

14. 10. 2019 | 4 min read We’re in the midst of the streaming wars, as Netflix, Amazon Prime, Hulu and a host of smaller players like Tubi, Fubo and CBS All Access fight to win new streaming video subscribers.

CONNECTED TV AD SPEND IS GROWING BUT THERE ARE STILL PLENTY OF CHALENGES

8. 10. 2019 | 4 min read Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud. In our newest report on US digital video, we look at connected TV’s limitations and what leaders in the industry think.

DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE

4. 10. 2019 | 5 min read Media buying has traditionally been about blending ingredients together for the perfect marketing mix. But with so many new channels and such fragmented audiences, this age-old recipe is rapidly becoming more difficult to follow. So, what’s to be done? The age of total video TV is complicated these days. In just one household, a family could be watching live TV, streaming, watching downloads and checking out highlights online – all at the same time. They might be using a second screen to chat with friends, play games or send emails too. And of course, this might all be happening on different devices, inside the house and on the go.

TRADITIONAL TV IS NOT DEAD

11. 7. 2019 | 3 min read Manatt, Vorhaus Digital Strategy Study Reveals Traditional TV Is Not Dead Despite Continued Online Video Ascendance. Research uncovers surprising trends for the future of cord-cutting, SVOD and esports.

FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS

14. 2. 2019 | 3 min read TV/media-based business trade groups need to keep growing in a disruptive world. And that can mean spillover, as they extend into sometimes competing professional disciplines.

4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 2019

3. 1. 2019 | 4 min read 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 | 8 min read 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 | 4 min read 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.

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

3. 10. 2018 | 4 min read 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 | 5 min read 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 | 4 min read 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.