The Association of Commercial Television


People watching “social shows” like “Dancing with the Stars” or “The Bachelor” on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University’s Kelley School of Business.

Marketers have feared that social media distracts viewers from commercials and minimizes their impact. But this research found the opposite. “Social shows” are more beneficial to advertisers because commercials that air in those programs generate more online shopping on the advertisers’ websites.

The international marketing research firm Nielsen estimated in 2014 that 80 percent of U.S. television viewers simultaneously used another device while watching television, often live tweeting to share their views, for example. The trend has led scholars to coin the term “social TV.”

“Participation in online chatter about a program may indicate that viewers are more engaged with the program,” said Beth L. Fossen, assistant professor of marketing at Kelley. “Online program engagement may encourage a loyal, committed viewing audience. And media multitasking may decrease the ability for the viewer to counterargue or resist persuasion attempts, increasing ad effectiveness.

“We find that advertisements that air in programs with more social activity see increased ad responsiveness in terms of subsequent online shopping behavior. This result varies with the mood of the ad, with more affective ads — in particular, funny and emotional ads — seeing the largest increases in online shopping activity.

“Our results shed light on how advertisers can encourage online shopping activity on their websites in the age of multiscreen consumers.”

In the study, Fossen and her co-author, David Schweidel of the Goizueta Business School at Emory University, sought to determine how the volume of program-related online chatter is related to online shopping behavior at the retailers that advertised during the programs.

In addition to their findings that social shows benefit advertisers by encouraging online shopping activity, Fossen and Schweidel also found that increases in online chatter about a retailer lead to increased traffic to the company’s website in the first five minutes after the advertisement appears.

They also found that ad timing affected online shopping. Ads airing near a half-hour interval — such as 8:28 or 9:02 p.m. — spurred more online purchases than ads aired at other times. Commercials airing earlier in the evening generated more web traffic than those airing before the late-night news.

Fossen and Schweidel studied the online shopping activity of 100,000 active internet users, which they paired with data on commercials for five retailers and nearly 1,700 instances of advertising on 83 prime-time programs during the fall 2013 television season. They considered online traffic and sales on the retailers’ websites, prime-time advertising, social media comments mentioning the TV program or the advertiser, and characteristics of both the program and the advertising.



Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting.

Brands and their agencies face a dilemma.

On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les Binet, TV remains a critical part of the mix for delivering this reach and cost-effective growth.

But, at the same time, the ability of TV to deliver the requisite levels of reach has deteriorated rapidly. Over the past five years, the number of gross rating points required to reach 50% of an all-adult target audience has risen by 50% in the US, 40% in France and 22% in the UK. Other markets show similar trends, making Sharp’s vision harder to deliver. There’s a reach gap and it’s getting bigger – especially among younger audiences. It’s also becoming significantly more expensive to generate that reach.

To fill the gap, some brands have boarded the personalisation-at-scale bandwagon, targeting high-value individuals with personalised messages. But this is an extreme reaction. Huge amounts of money have been invested in the technology and data to deliver such personalisation – but it’s questionable whether the investment can be recouped.

Moreover, not all reach is equal. So, while it is possible to fill the reach shortfall with digital activity, it may not be possible to match the impact that TV-driven reach generates – especially at scale.

The dilemma is that TV remains critical, but there’s a reach gap and efficiency is diminishing. So, to compensate, we are facing a huge investment in a data-driven solution. Ultimately, this compromises the Sharp/Field and Binet dream and makes it harder to deliver effective reach of category users.

But there is a solution. One that retains the ambition of delivering Sharp’s reach strategy, addresses the shortfall in TV delivery against the real category users and frees up budget to fill any reach gap.

That solution is the intelligent application of data.

By applying the same data we use to activate personalised digital activity at scale to TV, we can plan airtime to actual category users instead of demographic proxies for category users. That may sound like a semantic change, but it’s actually hugely significant.

Fusing our behavioural data with TV viewing data enables us to plan a campaign against specific interests – dog owners, say – instead of 25- to 45-year-old BC1s. Planning in this way frequently generates in excess of 10% improvements in the cost of reaching the people that Sharp demands we contact: category users.

Data allows us to deliver actual category users, rather than people who look like category users.

Delivering reach more efficiently in this way releases investment for more targeted video activity – filling the reach gap against a consistently defined target audience. And, more than this, by using a single data source to plan activity across digital and TV, we can measure cross-media reach and identify those that have not been exposed to the TV activity.

Incremental video support can then be directed at these individuals, maximising reach against category users. Thus, Sharp is satisfied, personalisation at scale is delivered, relevance is maximised and ROI is stabilised.

The same data sets can also be applied to other channels, such as radio and outdoor. This lets us quantify and identify an audience in more detail than traditional media metrics allow and invest more accurately.

These principles can be applied to every sector, ultimately making TV more powerful and more effective, while, for the first time, reassuring marketers that they are actually reaching all (or many more) of their category buyers.

If it’s true that TV will become more programmatic in the future, then some of the more technical lessons learned online will be applicable to our most important medium, but that will take time.

For now, it’s important to remember that data isn’t simply the preserve of digital – it can be applied to every channel and every strategy. The impact is massive, and with smarter targeting strategies it can help any brand.

David Beale is global chief data officer at MediaCom




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 member of the Group and acts as its coordinator.  It is a forum for sharing knowledge, exchanging best practice and collating global TV intelligence. To date it consists of 14 TV industry associations from across the globe.

Each year the Group produces The Global TV Deck, a valuable databank designed to meet the needs of advertisers eager for transparent, robust data and fresh insights about TV advertising’s business performance.

Lindsey Clay, Thinkbox CEO:

“I’m honoured to be The Global TV Group’s first President. The TV industry, so used to being nationally-focussed, needs to work together more internationally to tell the incredible story of its cultural and business-transforming power, and its rapidly accelerating technological capabilities. Viewers and advertisers have never had it so good. A great story is there to be told.”

Clay has been CEO at Thinkbox since 2014.

For more information on the Global TV Group, please visit

ABOUT egta

egta is the association representing television and radio sales houses, either independent from the channel or in-house, that markets the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media, etc. During its more than 40 years’ existence, egta has become the reference centre for television and radio advertising in Europe. egta counts more than 140 members operating across 40 countries.

About Thinkbox

Thinkbox is the marketing body for commercial TV in the UK, in all its forms. It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.

Its shareholders are Channel 4, ITV, Sky Media, Turner Broadcasting and UKTV, who together represent over 99% of commercial TV advertising revenue through their owned and partner TV channels. Associate Members are Discovery Networks Norway, Disney, TAM Ireland, Think TV (Australia), thinktv (Canada), TVN Media (Poland), TV Globo (Brazil), TV 2 (Norway), TV 2 (Denmark), DSTv (South Africa), and Virgin Media. Discovery Networks UK & Ireland and STV also give direct financial support.

TV has more to offer advertisers than ever before. In a cluttered media world, with new voices clamouring for advertisers’ attention, TV continues to stand out as proven, trusted and – most importantly – pre-eminently effective.

TV shapes popular culture. The investment our broadcasters make in premium quality TV shows catering to every taste – and available on any screen you wish – creates an advertising environment that is second to none.

From ensuring that the facts about TV are known (and myths challenged) to understanding how and why TV advertising works, explaining how TV is changing, showcasing innovative and affordable solutions and constantly providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help businesses meet their marketing objectives.



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% to £60m last year as it promoted its Alexa voice assistant, putting it in the top three advertisers, behind Procter & Gamble (£169m ) and Reckitt Benckiser (£79m).

The top 5 biggest spending categories on TV in 2018 according to Nielsen’s data were:


  1. Online businesses: £760m (7% up year on year)
  2. Food: £534m (3% down)
  3. Cosmetics & Personal Care: £437m (1% up)
  4. Entertainment & Leisure: £380m (no change)
  5. Finance: £378m (18% up)

Thinkbox also observed 867 new or returning (after a gap of at least five years) advertisers on TV, possibly encouraged by the fact that the average cost per thousand (CPT) for broadcast TV ad views, at £5.13, was 21% cheaper in real terms than 10 years ago.

This figure, Thinkbox clarified, only includes TV advertising that is watched from start to finish at normal speed; TV ads that are seen during any fast-forwarding are free to advertisers.

“TV advertising put in a strong performance in 2018 given the challenging economic environment,” said Lindsey Clay, Thinkbox CEO.

“We are seeing signs of money moving back to TV from lower quality online environments which can’t guarantee a safe environment for brands,” she added. “It is a testament to TV’s continuing power to deliver that a company like Amazon, which understands its customers so well, is using TV to power its success.”

Total TV advertising in 2018 amounted to £5.11bn, representing all money invested by advertisers in commercial TV in the UK across all formats and screens: broadcast TV spot and sponsorship, Broadcaster VOD, addressable TV, interactive TV advertising, and product placement.



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.

Promax, the TV marketing group that has been around since the 1950s, is now expanding global membership efforts to include a digital marketing and theatrical marketing emphasis.

Steve Kazanjian, president/chief executive officer of Promax, says there is certain level of “melding” between many marketing areas — for example, among small-screen TV and big-screen theatrical practices.

The 10,000-member group of TV marketing executives is getting a bit of rebranding; PromaxBDA is now Promax. The group is also launching a marketing campaign, “We Love What You Do,” starting around Valentine’s Day.

Three years ago the Cabletelevision Advertising Bureau became the Video Advertising Bureau, adding national broadcast members, like CBS and Fox, as well big theatrical screen sellers of advertising such as  National CineMedia (NCM) and Screenvision.

Long before this — almost a decade before — you had the likes of the National Association of Television Program Executives thinking outside its box. For most of its history, NATPE centered around the selling of TV programs, off-TV networks and first-run content to local TV stations — part of the big U.S. TV syndication business.

NATPE now focuses its events around all video content for many platforms — international, cable, OTT, digital and otherwise — all to support development, production, financing, and distribution.

One can understand these moves with this ongoing question: Where is the growth in the media/entertainment world — and how can we gain members and interest?

We have known for a long time that there is much spillover. The Interactive Advertising Bureau began primarily in catering to the independent non-traditional TV/media businesses, as a competitor to the likes of local TV networks, broadcast and cable, and TV stations.

Now you can see the likes of digital-oriented businesses — Warner Bros, Viacom, Turner, Hulu (owned by the four major TV companies, Walt Disney, Fox, NBCUniversal, and WarnerMedia), Meredith and others — offering events/presentations at the spring IAB Newfronts event in the hope of gaining attention and dollars from the big upfront TV advertising market in the summer.

At times you can call all these companies partners, frenemies, or even full-time competitors, when the situation fits.

Future business considerations will obviously mean many more new cross-platform, cross-media industry acquisitions, and then the game will change again. Specific media discipline trade groups will do the same.



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.

Opening up TV to new advertisers

Addressable TV appeals to existing TV advertisers looking to combine linear TV’s broad reach with the targeted capabilities of addressable TV advertising. Which leads us to the real pro: addressable TV lets them reach niche audiences or test specific groups of consumers and how they react to new marketing campaigns.

In addition, it also enables brands who could not previously afford to advertise on TV, the ability to do just that – allowing SMEs to add TV to their marketing mix and target consumers they want to reach.

A new landscape

Previously TV and web technologies were considered separate elements, often planned and bought completely separately or even by different marketing teams. Yet when people watch TV, increasingly it will be on a digital device and often online or interactively.

The TV and advertising landscape of today includes digital broadcast and IP linear channels, closed format on-demand, web-on-demand, short-form, and interactive TV formats.

Addressable, data-rich TV advertising is emerging as a new advertising platform and our industry must be able to review and debate the media landscape, evolving right in front of us. To do this, all players need a clear understanding of the TV distribution and advertising technology and be precise in their use of an agreed TV and advertising terminology.


With the arrival of Addressable TV, comes the inevitable new language that surrounds it. But as we wade through the wording and attempt to define ‘what it’s going to do for me’, it becomes clear that the lack of real information as to the possibilities is the bigger issue.

Bobi Carley, who has recently joined ISBA, is very vocal about ensuring innovation follows demand “We need the advertiser’s voice to be recognised as a principle stakeholder in the shaping of this key market as it matures to ensure it does so in a way that meets needs”.

To this end, we have worked with Nigel Walley at Decipher (and were supported by Sky) to produce our guide to addressable TV, The Emerging Context for TV Addressibility. We hope it will start to fill the education gap among marketers allowing them to play an informed role in how Addressable TV develops.

The future

Addressable TV is now at the point where this debate can happen and the industry needs all players to be sufficiently informed to join in.

To date, Addressable TV’s scale has been limited, however, in the UK this is undergoing rapid change. Sky Adsmart, for example, is currently the only product in the marketplace and continues to evolve in 2019 with Virgin Media households being added to the Adsmart footprint in April and with YouView due to be added later in the year.

As we continue down the addressable route, the industry will be watching in anticipation for ITV and Channel 4’s plans.

In the past, broadcasters have tended to work in isolation. ISBA welcomes the increased collaboration between Broadcasters and would encourage continued investment in the growth of Addressable TV to deliver solutions to advertisers at scale.




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.

While we all should acknowledge the rise of digital advertising as a strategic media channel in an advertiser’s arsenal, the more beneficial point of view is one where we get rid of the “zero-sum game” model where one wins and the other loses. Instead, we should take an “additive” point of view, where advertising itself evolves and new tools and perspectives develop to meet advertiser and consumer needs.

This need to evolve can no longer be ignored by the old guard, as the young upstart digital has finally usurped TV as the dominant advertising media by spend. In 2017, digital marketing overtook television advertising for the first time. According to reports, TV advertising generated $178 billion worldwide with digital reaching $209 billion

While the great marketing divide debated traditional vs. digital and old vs. new, TV and digital marketers went to battle by picking sides. However, actual consumer consumption trends don’t support this. According to the August 2018 Nielsen report, people are actually watching more — not less — media, especially when you factor in consumption on tablets, smartphones and the web. On top of that, adults in the U.S. actually spent more time watching live TV each day (16 minutes more) in 2018 than they did in 2017.

Have we thought about media usage wrong and, in turn, are making decisions because it’s been a “one or the other” mentality?  

Done right, television can provide the scale and memorability that advertisers are after. Based on compiled data from The Global TV Group, TV reaches nearly every person on the planet in the course of a month, with 90% being reached each week. It’s this reach that makes TV such a powerful form of advertising. TV not only helps you reach a large audience, but you also can reach the right audience via behavioral targeting. If you think TV is only for traditional brands, think again. New-age brands, like Fitbit and Airbnb, have seen immediate and significant increases in digital engagement (measured by site traffic) once they started advertising on TV.

“The reality is Google doesn’t motivate a search. It simply enables it. No one randomly types in the name of a brand, product or service. It all starts somewhere else. To see the big picture, one must look at these cross-media connections. You need to focus on the synergies, not the divisions, that exist between TV and digital … The more we think about Google as a destination and less as a starting point, the better we’ll understand its connection to television,” said Bill McCabe, president and CEO of Eicoff in a March 2018 blog post.

A Google study on TV’s impact on search in 2010 and updated in 2017certainly acknowledges the correlation between the two as well. And Google’s groundbreaking work on Zero Moment Of Truth and micro-moments reinforce that search is growing, but ignore the “stimulus” that drives search, even though it is clearly part of the model.

Television’s scale and awareness are undeniable, and digital provides unmatched precision. In fact, we’re seeing more companies, including our own, focus on merging broadcast TV ad performance and digital engagement. Based on data on how a TV ad is performing via digital engagement, advertisers can adjust search advertising bids and budgets and identify broadcast opportunities for improvement. Moreover, you can gain insights into your ideal customer with granular data on who is interested in your product, brand or company. This detailed view of who is interested provides an opportunity for companies to drive engagement. You can encourage your audience to interact with you and draw them in.

For those that want to start an armistice between TV and digital advertising within their own organizations, here are a few great first steps:

1. Improve cross-team communications. Encourage your digital team to ask the TV team about their media strategy and attend a TV media-oriented conference and vice versa.

2. Find a web analytics solution (in addition to Google Analytics) that gives you access to visitor-level data that can be exported for analysis.

3. Request TV media clearance reports at the spot level with date, time, creative and market data for each spot run.

With this data and free data analysis tools (like Google Data Studio), you can begin to quantify basic “lift” generated by TV and start exploring other ways to proactively use this data to activate new campaign strategies.

TV’s scale and digital’s precision are better thought of like peanut butter and jelly: better together. The latest Facebook IQ study shows that direct correlation. This study observed the everyday behavior of U.S. TV viewers and revealed that 94% of those studied had a smartphone “at the ready” nearby while watching TV.

So, come on, TV and digital, it’s time to stop the feud and work together and add your strengths for the greater good. Television, you build credibility and scale that drives digital engagement. Digital, you supplement TV with microtargeting on additional touch points like paid search engine ads, audience retargeting, display ads and social media.

When you both grow up and realize that you both support and need each other, advertisers, consumers — frankly, all of us — will be better off.




The hottest new trend in TV tech is “addressable” ads, or TV ads that can be targeted to specific households via user data. By the end of this year, almost every major TV network and provider will have rolled out their version of an addressable ad product.

Why it matters: It’s a huge departure from the way TV ads have been bought and sold for decades. Struggling networks hope personalized ads will make the TV experience better for users who are ditching TV for ad-free streaming services like Netflix — and they’re also drawn by the opportunity of a digital advertising market that isn’t already controlled by Google and Facebook.Show less

What’s new: Traditionally, TV ads could only be bought and sold by gender and age — not demographics. This means that a cat lover could be served an ad for dog food, or a healthy person could get an ad for medicine. Addressable ads aim to make the messages more relevant.

Driving the news: Several big TV companies announced acquisitions or products this week that they think will make it easier for them to sell more addressable ads.

  • NBC says its new streaming service will create a lot of new addressable TV ad inventory. Hulu lowered the price of its ad-supported tier to be able to serve more addressable TV ads. Viacom acquired a digital ad-supported TV streaming company.

Here’s how hot “addressable” is: AT&T says the ability to build an addressable ad product for its DirecTV and DirectTV Now customers was one of the driving factors in its decision to buy Time Warner last year for $85 billion.

“The advertisers that I talk to, they’re interested in taking a big leap into data, which means, we’re not buying 18-49, we’re not selling 25-54, we’re buying consumers who have shown the proclivity to be heavy purchasers of frozen entrees to a company like Conagra.”

— Jon Steinlauf, chief U.S. advertising sales officer at Discovery, talking with Axios at the National Association of Television Program Executives event in Miami Wednesday

How it works: TV networks and providers (cable and satellite companies or digital TV companies like Hulu) are using data from set-top boxes (the boxes you get from your cable company with the blinking lights), combined with data from digital networks (produced as you browse the web), to target ads to you that you might like.

  • The beauty of these ads is that they tend to cost less because they reach a smaller, more targeted group of people.
  • Because of this, smaller businesses can afford to buy national TV ads for the first time, lowering the barrier of entry to TV marketing.
  • As a result, users may start seeing TV ads from brands that they would normally only see on social media, like Dollar Shave Club, as well as ads from legacy brands, like Target.

Be smart: The TV industry knows it needs to make ads more innovative so it doesn’t continue to lose viewers to ad-free services, but the short-term business calculus isn’t always attractive.

  • Addressable ads can be harder to sell at scale, because they have to be offered in smaller, more targeted increments.
  • This means that in the short term, it could be hard for networks to match their profits from selling more expensive ads that aren’t customized, but reach a lot more people.
  • And for companies that have very general products, like toilet paper or toothpaste, broader ads may be more efficient to buy, anyway.

The bottom line: Personalized TV ads are the next big thing, but it will take some time before most TV ads are sold this way.



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. While there is no single metric that perfectly captures how legacy technology stymies TV measurement from evolving, it is telling that most ads on linear TV have been sold and targeted the same way for decades. With TV advertisers still reliant on direct sales and proxy targeting, it isn’t surprising that traditional TV attribution models have become outdated.

However, TV advertising is evolving. We expect a 58.4% increase this year in US programmatic TV ad spend. We also expect TV ads to become more targeted. We forecast that addressable TV ad spending in the US will increase 23.3% in 2019 to $2.54 billion.

The growth of advanced TV tactics will require marketers to adapt how they handle TV attribution. We spoke with CIMM CEO Jane Clarke about TV attribution for our upcoming “US Digital Display Trends 2019” report.

How is TV attribution evolving?

You have to think about it from a couple points of view because attribution is a complicated topic depending on if you’re looking at it from the marketer, media company or TV network publisher point of view.

How are TV networks evaluating attribution?

From the TV network point of view, even if the data are not perfect, it’s better than not having data. And so they’re spending a lot of time learning about the data.

There is a lot of learning that’s gone on this past year. It will continue, but they’re very quickly learning about which data sets work in which use cases. The MVPDs that were not making their data available are finally doing so because they realize that it tells a great story for the TV industry. Even if Comcast is reluctant to license their data to all the research providers or networks for content ratings, they’re very happy to give the data, almost free in some cases, to these attribution companies because they have seen what a difference it makes in telling a brand-list type story for television.

Are TV marketers approaching attribution differently?

The marketers look at different kinds of marketing and pricing and competition and the environment and the weather. There are so many factors that go into their media mix modeling or multitouch attribution.

The marketers will get savvier about asking questions: “Are you creating the right control group? Do you have a nationally representative sample?” They’re going to make it harder for the TV people to just imitate what digital did.

Will TV attribution continue to change over the next year?

A year from now, we’ll be more sophisticated users of these products. And they won’t be making the same mistakes. What happened in digital was everybody just did the data matching and thought they created a control group then showed unexposed, exposed, and if there was a sales list, they attributed all of it to Facebook, Google or their website without realizing that this was a lot more complicated from a marketer point of view.

How will marketers learn from their digital attribution efforts?

They’re being a bit more responsible about it because everybody knows the problems. If you just go out and do exactly what Facebook and Google did and try to imply that any brand listed is due to advertising on your property, you lose credibility quickly. I do think that the marketers are getting a lot savvier about measurement.




There’s no denying 2018 was a challenging year all round, with broadcasters, publishers and advertisers putting their energies into General Data Protection Regulation (GDPR) preparations. At the same time on-going fragmentation of TV and video viewing across screens and platforms caused disruption in the market, with major media providers, digital giants and new market entrants all competing for audience time and attention.

But as a new year approaches the mood is more optimistic, with the industry looking to move forward and turn these challenges to its advantage, driving innovation and positive change. Here are three ways the TV and video ecosystem will advance throughout 2019, ultimately moving towards a more collaborative and holistic environment:

Premium video’s position will grow stronger

Premium video actors are seeing the GDPR as an opportunity not only to make smarter use of data, but also to educate advertisers about the real value of their inventory. Premium video meets the five non-negotiables of advertising; a brand safe environment, complete transparency, an engaging experience, trustworthiness through third-party verification, and high-quality reach, meaning that although it may appear more expensive than other formats it is well worth the investment.

Advertisers are beginning to understand they can achieve more with premium video than with other forms of digital advertising and while they may buy less overall inventory in 2019 – particularly less specific content – there will be growing demand for premium video. At the same time, alliances such as EBX for broadcasters will help the sell side reduce complexity, allowing advertisers to buy targeted audiences across multiple media providers rather than doing individual deals.

Addressable TV will make strides across Europe

Addressable TV has already seen success in the US and the UK, and this trend is likely to be replicated across Europe. As it expands, addressable will cause a fundamental shift in the way media is sold – the biggest change since the arrival of programmatic. While there has been a slight decline in the amount of time spent watching TV in the UK, the rest of Europe has enjoyed relatively stable TV consumption, with countries such as France and Germany showing the medium is as powerful as ever for advertisers and will become even more so when audiences can be targeted at household level.

There are practical barriers to implementing addressable TV across Europe – including different technological standards for linear diffusion streams, content consumption favouring certain devices, and different actor types and leaders. But the growing interest in addressable makes it an appealing prospect for every market even with these hurdles to overcome, and ad budgets will start to shift to this new buying opportunity as it brings the efficiency of long-term brand building.

Addressable opens the door for those who would not traditionally use TV or premium video advertising and, over the coming year, small and medium businesses will become the next advertiser segments for addressable TV. The localised linear advertising this enables will radically alter TV buyers’ approach and the industry should be looking towards defining a common language, accepted and used by all as we move into 2019.

Inventory monetisation models will blur

With video consumption continuing to fragment across screens and platforms, broadcasters and publishers need to refocus their approach around return on investment, allowing them to effectively monetise premium content no matter where it appears. Where there used to be two distinct models, ad supported and subscription based, a new hybrid monetisation model is emerging to combine both revenue streams. Data combined with advanced monitoring tools provides the key to this holistic approach, allowing broadcasters and publishers to accurately forecast and measure the lifetime value of content and achieve the perfect mix of revenue.

The year ahead will be an extremely positive one for premium video and the broadcasters and publishers that supply it. Whether it be the formation of media alliances, the growth of addressable or the realisation of hybrid monetisation models, 2019 will bring a more holistic approach to TV and video characterised by collaboration and integration.


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