TARGETED BYRON SHARP, ANYONE?

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

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 ...
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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 ...
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TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING AND ADMIT THEY NEED EACH OTHER

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 ...
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COMING TO A TV NEAR YOU: PERSONALIZED ADS

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: ...
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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 ...
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WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO

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 ...
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CREATIVE SECTORS CALL FOR A SUSPENSION OF NEGOTIATIONS ON ARTICLE 13

TO: Dear President Tusk, Dear President Juncker, Dear President Tajani, Dear Prime Minister Dăncilă, Dear Minister Ciamba, CC: Permanent and Deputy Permanent Representatives of the Member States to the European Union Chair of the Committee on Legal Affairs in the European Parliament Shadow Rapporteurs and members of the European Parliament ...
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