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TV planning & buying

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Article

This article looks at global television adspend, which is expected to fall 2.5% to US$197bn in 2017, due in part to contraction in two of the three largest markets: the US and China.

Article

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

News

MUMBAI: With the first ball in IPL 10 soon to be bowled, broadcaster Sony Pictures Network (SPN) has sold all its advertising spots and reached its target of generating Rs 1,300 crore in advertising revenue.

News

NEW YORK: As the annual TV upfronts get under way, the expectation is that network executives will be taking full advantage of the brand safety problems that have engulfed Google in recent weeks.

News

CANBERRA: Australia's federal government may slash ads for online gambling sites during live sports, according to media reports, with sports betting making up one in every six ads during live AFL matches last year.

News

SYDNEY: Australia's television industry has come together to provide a total figure for spending across both free-to-air channels and on-demand streaming channels.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

News

MUMBAI: The introduction of rural viewing data has encouraged marketers to include free-to-air (FTA) channels aimed at the rural market in their media plans, but broadcasters need to avoid increasing ad rates to too high a level, a leading marketer ...

News

MUMBAI: Patanjali Ayurved was one of the top ten advertisers on TV in 2016 in terms of insertions but it appears to be changing tack in 2017 as it puts more emphasis on sponsorship.

News

NEW YORK: Campaigns featuring television and digital ads deliver a "kicker effect" on return on investment when compared with using TV alone, according to research published in the Journal of Advertising Research (JAR).

News

NEW YORK: Super Bowl advertising is a high-stakes gamble for both old hands and first timers as the contrasting experiences of two brands taking part in this year's event demonstrate.

News

LONDON: The buzz around Christmas advertising in the UK has become akin to that which accompanies the Super Bowl in the US, and this year Sainsbury's, the supermarket chain, claims to have won in terms of innovation.

Article

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

Article

This article explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

This article explores the advances that have led to addressable TV advertising, a method that brings the digital capability of finding the right audience and accurate measurement, with the proven brand-building power of mass marketing on TV.

Article

This paper reports on the findings of the IAB Video Center of Excellence, which undertook desk research, alongside consultation with practitioners and industry experts to provide perspectives and insights on the video advertising ecosystem.

Article

This article explores how brands are returning to TV once more, which remains a prime way to acquire customers, but the strategies that allow marketers to maximise reach are changing.

Research Paper

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.

Research Paper

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

Article

OMD China's Transcend 2016 report examines the key media investment trends likely to shape the Chinese advertising landscape in the 2016/7 financial year.

Article

This article argues that direct response TV (DRTV) advertisers should consider moving more of their budgets to later – peak time – dayparts to take advantage of modern consumer TV habits.

Article

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

This article provides marketers with information and guidance about determining the optimal TV ad length.