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Ad survey: “Death of television has been greatly exaggerated”
A survey of U.S. advertisers reveals a renewed belief in the effectiveness of TV advertising, considerable interest in set-top box data and targeting, and the growth of second screen syncing....
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This year’s Super Bowl broke records: 111 million television viewers and $250 million ad revenue. In a first, NBC also streamed the game, drawing 2.1 million viewers and several million more dollars in ads.…
Advertising has an important role for service providers who want to monetize content to the PC, tablets and phones. ESPN, Channel 4, Orange and Deutsche Telekom are among those harnessing the one-to-one relationships that become possible.
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Legacy audience measurement techniques by themselves are unlikely to suffice in the unfolding multi-screen era. A new U.S. set-top patent awarded to DirecTV and rapprochement between Nielsen and comScore illustrate ongoing changes.…
In the latest Rovi Smart TV field trial, major brands are making use of interactive advertising capabilities. While Samsung has led the way with advertising studies, Rovi will help build cross-platform campaigns to kick-start the market.…
The value of interactive advertising on the TV screen has been challenged by one senior media buyer who thinks second screens make it unnecessary, while the EPG is somewhere to navigate away from as quickly as possible.…
There is debate about what Connected TV offers, beyond interactivity, that classic TV cannot, but despite this there is general optimism for the new platform and potential for CE and broadcast industry partnership.…
At the Future TV Advertising Forum in December, some of the world’s biggest names in television audience measurement outlined what is needed now to ensure TV provides the accountability advertisers want across all platforms.…
Consumers are more relaxed about targeted advertising on television than online, because they have a stronger relationship with platform operators. But they will need explanations before anyone starts using supermarket purchasing data.…
During the annual advertising conference in London there was a sense of frustration that the virtues of traditional TV are being overlooked. Major brands and agencies are still happy with what it delivers for them.…
The UK cable operator will leverage its popular VOD platform to introduce data-based targeting commercially in early 2012, and will integrate with third-parties like Experian. Meanwhile it is trialling branded content discovery on TiVo.…
We are starting to see a market for apps-based advertising on the television, according to Mark Brandon, Commercial Director at VMDS for Virgin Media, whose job is to develop new advertising revenue opportunities for the cable Pay TV…
Having obtained customer permission via an opt-out, the UK satellite operator wants to introduce targeted ads for live linear TV within 18 months. STB viewing data will help determine who receives which advertisements.…
Return Path Data (RPD), better known as set-top box measurement, will become more important for the television industry as we see more targeted and interactive advertising, but it is not about to replace the classic ‘people meter’ panels…
Broadcasters, hybrid broadcast broadband (HBB) platform developers and CE vendors offering connected TV portals need to cooperate and create common standards for the delivery and management of advertising for connected TV devices. They also need to standardise the…
‘R’, the cable operator of Galicia in Spain, will deploy interactive advertising within the EPG to all its 100,000 digital TV customers by the start of next year. The company has trialled the service with 5,000 customers and…
A major study into consumer acceptance of VOD advertising suggests that the relatively light advertising loads associated with catch-up TV are under-utilising the programming inventory, and that consumers will accept many more ads without any significant effect on…
Commercial broadcasters need to move quickly to ensure they have engaging second screen apps and content to keep viewers loyal beyond the main television screen, then find ways to sell that new inventory to advertisers. We are facing…
Pay TV may be holding up strongly in the face of recession and the threat of over-the-top, but there are still concerns that increased competition (including from IPTV) and market maturity will put pressure on video margins in…
Sixty per cent of pre-roll advertisements are never finished, according to Bruce Daisley, Director, YouTube & Display UK at Google, who believes that rather than sweeping this statistic under the carpet, content providers should put their hands up…
Advertising agencies and brands need to experiment with the growing range of new TV advertising possibilities while it is still affordable to make mistakes, rather than having to get it right first time, according to Oli Newton, Head…
To succeed with their second screen campaigns, advertisers need to deliver something viewers were not expecting or which they really enjoy or find useful. The emphasis is on interaction and brands will leverage social media like Twitter and…
Real-time synchronised advertising for the second-screen, where interactive and probably targeted ads are delivered to coincide with commercial breaks on the main TV, are a threat and opportunity to broadcasters, as we have reported previously. It is now…
Video advertising networks are likely to play an increasing role in television thanks to their ability to aggregate ad inventory across multiple screens and present it as a unified market for advertisers. At IBC2011, Shirlene Chandrapal, VP Connected…
Despite inertia within ad-buyers and privacy concerns, there is still enthusiasm for advanced advertising models that include household addressability. And trading smaller chunks of sliced audiences could make TV more affordable.…
Targeted advertising is catching on with brands and advertisers while there are growing signs of acceptance by viewers. This was the collective view of an NDS Perspectives Panel, ‘Advanced Advertising’, held on the company’s stand at IBC 2011.…
Companion screens can generate extra advertising revenues for broadcasters and operators providing they engage viewers in the content being shown on the primary TV. This is the strong finding of video content security and middleware vendor Nagra, one…
Rovi is looking to increase its value to broadcasters and advertisers with ways to complement the main TV and companions. Meanwhile, the Smart TV Field Trial is delivering encouraging results for connected TV advertising.…
YouTube is giving consumers the option to skip adverts they do not like, which raises the question of how anyone will see commercials for mundane but worthy products. The Tipp-Ex ‘Shoot the bear’ campaign could point the way.…
Media fragmentation combined with an increased focus on content discovery means consumers could increasingly refer to a new generation of Interactive Programme Guide. This could be a good place for new forms of advertising.…
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