Adam Smith, Rob Norman, Research on WARC, November 2018
This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.
LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.
NEW YORK: NBCUniversal (NBCU), the media and entertainment group, has launched a new, unified advertising metric that it says will measure all ad impressions from clients across all its viewing platforms.
LONDON/BRUSSELS: Sky and TVbeat are among a number of leading players in the European TV market who have formed a new thought leadership consortium to explore opportunities arising from audience data and other developments.
LONDON: Machine learning is becoming increasingly important to sift through huge volumes of data, but humans will still be required to answer the nuanced questions that arise from the inevitable gaps in the data, according to a leading planner.
GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.
NEW YORK: Brands interested in pursuing "identity-based marketing" should consider emerging best practices in areas like data scrutiny and consumer privacy, a paper in the Journal of Advertising Research (JAR) has argued.
LONDON: Two of the UK's major marketing associations have together called for the media industry to demand and provide independently audited data to bring accountability to media markets both online and offline.
Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117
This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.
MENLO PARK, CA: Facebook has admitted a fourth user measurement-related problem in as many months, at the same time as politicians in Europe step up the pressure on the social media giant to address the issue of fake news and to release details of ...
This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
Successful brands allocate 13% of their media budgets to OOH.
Out of home CPM is routinely lower than the all media average.
Out of home accounts for 8% of global display adspend.
Digital's share of global out of home adspend is expected to rise to 45% by 2021.
A blended schedule can achieve the benefits of digital impacts with affordable reach.
Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.
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