THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM

As viewers, you probably agree that we've never had more options when deciding what content to watch, which device to watch it on, or how to access it. Consumers are living in a golden age of television, no matter how TV is now defined. The flipside for all of us ...
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CONNECTED TV AD SPEND IS GROWING BUT THERE ARE STILL PLENTY OF CHALENGES

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

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 ...
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NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT

Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer. With audiences becoming consumers of video that streams from a panoply of screens, maneuvers to measure them are becoming commonplace. In recent weeks, local ...
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TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN

The proliferation of digital has led to shrinking budgets in the traditional space such as TV. According to Zenith’s Advertising Expenditure Forecasts, traditional TV ad revenues to shrink annually from 2019 to 2021, falling from US$184 billion to US$180 billion in 2021. Interestingly however, while everyone is turning towards digital, ...
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TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME

Just in case we needed more evidence of the central role that advanced TV is already beginning to play in the media ecosystem, this week’s announcement of the re-merger of CBS and Viacom underscored it, big-time. In years past, the news would have been totally dominated by the traditional measures ...
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ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED

The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers. A white paper, AdSmart: Five Years and Forward, pulls together insights collated from five years of learnings into ...
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ONLINE VIDEO 2019: MEN PREFER FILMS, WOMEN TV SHOWS

When it comes to online video offerings Czech Internet population prefers to watch films and TV shows. Trends in video content consumption, however, vary by age group. “The Internet Video 2019” study conducted by Nielsen Admosphere offers a detailed view of TV through the eyes of the often ignored group ...
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WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?

The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end ...
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THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad. The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that ...
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