TV planning & buying
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Article •
This article provides marketers with information and guidance about combining TV and digital media strategies.
Article •
This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.
Article •
This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.
Article •
This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.
Article •
This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.
Article •
This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.
Article •
This article provides marketers with information and guidance about determining the optimal TV ad length.
News •
LONDON: Digital formats helped drive UK adspend 3.9% higher in the fourth quarter of last year, the highest grossing quarter on record, according to the Advertising Association/WARC Expenditure Report.
Opinion •
TV’s share of total UK advertising expenditure has held steady at 25% over the last decade, despite the rise of online advertising, and TV can still be regarded as the largest ad medium in the UK, according to the latest results from the AA/WARC Expenditure Report, released today.
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.
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 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 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 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.