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.
As the nation awaits the annual John Lewis opus, there are signs that UK retailers are taking a different advertising approach this year, eschewing blockbuster ads in favour of more direct appeals to get shoppers through their doors.
The continuing rise of connected TV (CTV) is presenting brands with a conundrum – while the audiences are growing at rates that can’t be ignored, there remain several core challenges around measurement, ad frequency and goals.
Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo, Journal of Advertising Research, Digital First, October 2018
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.
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.
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, ...
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.
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.