Subscription OTT providers are looking to introduce advertising – and broadcast industry should help...
Thomas Bremond, GM International at FreeWheel and Comcast Technology Solutions, has revealed that both companies are talking to multiple subscription OTT services that have concluded that they need advertising to sustain their content investments. Broadcasters could become their sales representatives, aggregating the newly revealed OTT audiences for marketers. If they do not, someone else will.
The UK’s largest commercial broadcaster ruled out a deal to make its inventory addressable-enabled via Sky AdSmart, saying it does not make strategic sense due to the ‘commission’ it would have to pay. This disappointed one big agency group, which is looking for more scale and easier buys for addressable advertising and wants the major UK broadcasters to solve their commercial differences with Sky and get onboard.
The sales division of Sky has grasped the future with both hands and is demonstrating the opportunities that await media companies who invest in advanced advertising and analytics capabilities. Sky Media can deliver mass-reach, audience-based and targeted advertising and unified multiscreen campaigns. It provides attribution and is ready to move towards a focus on business outcomes.
All this year, Future TV Advertising Forum has been challenging senior advertising executives to give their own industry a health check, in the face of concerns that cost-cutting, short-termism and digital-bias are undermining marketing effectiveness and threatening the long-term health of brands. Here is what analysts and agency leaders said at the debut FTVA Manchester this week.
ITV, Sky and Channel 4 have come together to be the joint Host Partners of Future TV Advertising Forum 2018. Alex Mahon, CEO of Channel 4, Carolyn McCall, CEO of ITV and Stephen van Rooyen, CEO of Sky UK & Ireland, will feature in a high-flying first morning of the conference that also includes a fireside chat with Linda Yaccarino, Chairman Advertising & Client Partnerships at NBC Universal.
ITV’s advertising strategy focused on deeper client and agency partnerships, business outcomes and addressable...
The UK broadcaster has been giving more details about its future advertising strategy, which includes more resources to support agency planners and a determination to talk more directly with clients. The focus is on business outcomes and deeper partnerships. Broadcast linear addressable has been de-prioritised, with ITV Hub now the focus for TV targeting. The company thinks the TV industry should talk more about its short-term impact for brands, as well.
GroupM has just published its annual commentary on ‘The State of Video’ and it paints a confused picture of simultaneous decline and renewal, with audiences down but prices up, youngsters down but older viewers more attractive, measurement insufficient, but digital less trusted, linear effectiveness undiminished but ROI under-valued. Given the emerging priorities for media buyers, however, TV has reason to be optimistic, but it has to double-down on its advertising transformation.
The ‘Ad-Tech Start-Up of the Year’ competition is back, hosted at Future TV Advertising Forum. Companies who are helping to evolve video/television advertising can present their solutions to a panel of industry leaders, in front of an international audience encompassing media owners, agencies, brands and other data/tech vendors. The competition is free to enter.
Discovery’s ‘all-touchpoints’ audience engagement metrics are a springboard for more advanced measurement work
Discovery says it received very positive feedback from industry stakeholders for its first-of-a-kind efforts to capture ‘Total Video’ consumption during the Winter Olympic Games, and views the initiative as a springboard for more work on multiplatform audience measurement. The channel owner showed audience aggregation across all touchpoints, from viewing time down to social media likes and shares. “Unquestionably, we were able to provide a much more comprehensive representation of how many people across Europe are interacting with the Olympic Games,” the company confirms.
The media and entertainment data analytics firm, 605, has launched an attribution and planning optimisation tool that directly links households to TV advertising exposures, brand awareness and favourability, and purchase activity. One of the benefits of ‘The 605 Impact Index’ is the way it exposes ‘top-of-funnel’ metrics in a scientific manner, often before they can influence sales. Survey data has been industrialized, so it is regular, benchmarked and consistent. Walmart is among the brands that have dramatically optimised their media plans using the solution.