Article
•
WARC Best Practice, January 2018
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
•
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.
Article
•
WARC Best Practice, July 2017
This article provides marketers with information and guidance about the effective positioning of TV ads.
Article
•
WARC Best Practice, June 2017
This article provides marketers with information and guidance about combining TV and digital media strategies.
Article
•
WARC Best Practice, May 2017
This article provides marketers with information and guidance about determining the optimal TV ad length.
Article
•
WARC Best Practice, July 2017
This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.
Article
•
WARC Best Practice, April 2016
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Article
•
WARC Best Practice, April 2016
This article provides marketers with information and guidance about scheduling TV ads.
News
•
18 September 2018
Digital media giants Facebook and Google will come for Australian TV ad spend next, marketing academic Mark Ritson has warned, as magazines and news continue to weather the storm.
News
•
11 September 2018
GLOBAL: With an ever-expanding list of video ad options, marketers must evaluate platforms based upon a set of fundamental elements and make impartial assessments of their ability to build brand success, according to a leading industry figure.
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.
Research Paper
•
Bernard Cools, Admap, September 2018, pp. 32-33
Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.
News
•
30 August 2018
GLOBAL: The rapid growth in connected TV (CTV) viewing around the world has not been matched by a comparable increase in addressable advertising because of a lack of scale and concerns around the accuracy and consistency of CTV measurement tools, ...
Article
•
Alex Brownsell, WARC Trends, August 2018
Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.
News
•
15 August 2018
NEW YORK: Consolidation of local US broadcasters means that a smaller number of stations will go out to more people, as traditional broadcasters attempt to answer the same questions asked of global tech brands.
Article
•
Stephen Whiteside, Event Reports, CommerceNext, July 2018
UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.
News
•
13 August 2018
NEW YORK: Media giant Viacom has taken a significant step forward in the crowded and competitive arena of ad-targeting technology with the announcement that it has secured a new licensing deal with Fox.
Article
•
Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018
NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.
Article
•
Marylyn Donahue, Event Reports, DTC National conference, April 2018
Addressable television advertising could become an especially powerful solution for brands in the pharma category.
Article
•
Matthew Carlton, Event Reports, Brands Take Back Control, July 2018
There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.
News
•
16 July 2018
GLOBAL: Consumers around the world will spend an average of 67 minutes a day watching online video this year, up from 56 minutes last year, according to new figures from Zenith, a shift that is altering how brands plan campaigns.
Research Paper
•
J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Digital First, June 2018
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Opinion
•
Marko Matejčić, June 2018
The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
News
•
31 May 2018
NEW YORK: Ratings success doesn’t trump racism, as Roseanne Barr has discovered after ABC scrapped a planned second series of her revived show following a “repugnant” comment about a former adviser to President Obama.
Article
•
Geoffrey Precourt & Stephen Whiteside, WARC Exclusive, May 2018
Research from the Association of National Advertisers (ANA) and Forrester has found that television advertising is rapidly entering a new, data-driven age.
