TV

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Article • WARC Best Practice, February 2019

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

What we know about TV effectiveness

Article • WARC Best Practice, February 2019

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.

What’s working in TV

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the TV industry.

What we know about scheduling TV ads

Article • WARC Best Practice, December 2018

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

What we know about wearout and decay

Article • WARC Best Practice, December 2018

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

What we know about the context and positioning of TV ads

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about the effective positioning of TV ads.

What we know about TV and video ad length

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about determining the optimal TV ad length.

What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Cutting the cord that engages us: strategies for re-engaging audiences amid the decline of ad-supported TV

Article • Engagement Labs, Research on WARC, March 2019

The decline of ad-supported television is driving down audience engagement with brands – but there are solutions available for smart marketers.

The world of TV advertising is not fine

Article • Brooke Hemphill, Event Reports, Future of TV Advertising Forum, February 2019

Australia’s television media industry faces an existential threat from digital platforms and must become more progressive in its use of data and technology to compete.

Broadcasters bullish on US election ads - new spending records predicted

News • 13 March 2019

The run-up to the 2020 US election is raising the prospect of new records being set for political ad spending, broadcasters say.

Why knowledge gaps in measurement threaten the value of television advertising: The best available screen for brand building Is at a crossroads

Article • Artie Bulgrin, Journal of Advertising Research, Vol. 59, No. 1, 2019

This article looks at the emerging issues with measurement of television advertising in the digital age in the US.

An examination of television consumption by racial and ethnic audiences in the U.S.: Implications for multicultural media planning and media measurement

Research Paper • J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 40-52

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Converting people-meter data from per-minute to per-second analysis: A statistical model offers a closer look at TV ad avoidance and effectiveness

Research Paper • Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 53-72

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

Frequency control for programmatic: Ask questions and demand facts

Opinion • Max Jaffe, March 2019

GroupM’s Max Jaffe reminds agencies and brands that when it comes to programmatic advertising, the details really matter, especially from a measurement and frequency enforcement perspective.

South India's advertising potential is growing

News • 26 February 2019

TV is the clear leader in grabbing a greater share of the fast-growing ad market in Southern India, a study from TAM Media Research has revealed.

The future of TV remains ad-funded

News • 26 February 2019

The scale of television means it continues to be a vital channel for advertisers, and while it may not always be traditional, linear broadcast TV, advertising will remain central to the business model, an industry figure has argued.

The future of TV? It’ll be ad-funded, stupid

Article • Alex Brownsell, Event Reports, VidCon London, February 2019

New entrants into global TV, including Google, Apple and Amazon, are likely to adopt ad-funded models to recoup the huge costs associated with content creation and rights procurement.

Looking forward: TV in 2022 – TV at the tipping point

Research Paper • Ebiquity, February 2019

Ebiquity analysis in the UK suggests that within the next five years, TV may no longer be as reliable for advertisers seeking cost effective reach as it is today.

TV in the UK faces an advertising 'tipping point'

News • 01 February 2019

TV’s greatest selling point for advertisers is arguably its mass market reach, but a new report warns that rising costs and declining audiences among key demographics in the UK could severely hit the medium’s return-on-investment (ROI) ...

TV ad sales teams need to think digital

News • 18 January 2019

Broadcast TV needs to rethink its own sales approach if it is to effectively counter the challenges to its budgets posed by digital advertising, research suggests.

Advertisers need educating on addressable TV

Opinion • Brian Carruthers, January 2019

Nigel Walley, managing director of media consultancy Decipher, is a big fan of addressable TV. UK advertisers, however, do not currently share his enthusiasm, and the reasons can be summed up in two words: distrust and confusion.

Why TV lacks engagement with marketers

Article • Brian Carruthers, Event Reports, Mediatel Future TV Ad Forum, December 2018

TV industry bodies produce reports showing how well television works, but it’s digital advertising that keeps growing and the reasons are not necessarily connected to its effectiveness, research for thinktv Canada suggests.

What we know about TV effectiveness

Article • WARC Best Practice, February 2019

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.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
An examination of ad length: 15 vs. 30 secs

Article • Michael Sankey and Ken Roberts, Admap Magazine, March 2018, pp. 10-12

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.