ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS

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.

IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT

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. For the past year, ISBA has been working with its TV and AV Steering Group to fully understand this innovative advertising technology, get to grips with the opportunities it offers and get a heads up on what’s over the horizon.

TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING

Like two siblings vying for a parent’s attention, digital and traditional advertising have been fighting for advertisers' attention since digital came of age in the post-dot-com bubble era. Many have portrayed this as a war between generations, where the old guard “just didn’t get it.” But this shouldn’t be seen as a battle of relevance between old and young or a battle for the billions of dollars of media that advertisers spend. Because the losers in a war of this kind are not just the advertisers, but also the consumers they serve.

HOW MARKETERS ARE ALTERING THEIR TV ATTRIBUTION STRATEGIES

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 precise metrics, but measurement firms have struggled to create innovative products that work within TV’s legacy infrastructure.

4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 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. Faced with a fragmented device landscape, advertisers are seeking greater simplicity and transparency. Consumers are more concerned about data and privacy, following the rollout of regulations such as GDPR and the California Consumer Privacy Act. Additionally, adtech partners are grappling with the technical challenge of personalizing video ads for prime-time-size streaming audiences.

WHAT DIDN'T CHANGE IN ADVERTISING IN 2018 - AND PROBABLY WON'T IN 2019

It seems like a good time to relive some of the most-hyped technologies and trends predicted to change the world of advertising in 2018.

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The Association of Commercial Television (AKTV) was formed in 2017 as an association of terrestrial television broadcasting operators with the goal of defending, supporting and promoting the common interests of commercial broadcasters in the Czech Republic.

The founding members of the Association are the Nova, Prima and Óčko television networks.

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THINKBOX’S LINDSEY CLAY BECOMES PRESIDENT OF THE GLOBAL TV GROUP

Lindsey Clay, CEO of Thinkbox, has been appointed as the first President of the Global TV Group, the informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America. The Global TV Group was set up in 2013. egta is a founding ...
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ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS

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% ...
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