Analysis

Senior executives at Manning Gottlieb OMD, Sky, YouTube and ITV have been giving their views on the evolution of Total TV and how the TV industry delivers large-scale cross-platform audiences – and makes them an easy buy for agencies and brands. You can hear what they think about the arrival of advertising tiers on Netflix and Disney+, and changes they want to see over the next 12 months across the wider market. This conversation spans the convergence of linear broadcast, addressable and streaming, how agencies judge the value of different screens and platforms, and the role of broadcaster-controlled programmatic like Planet V.

“Advertisers still have two main goals in this fragmented media landscape: to fuel their brand equity and generate massive sales,” said Sylvie Kolmayer, Deputy...

At The Future of TV Advertising conference last week in London, Patrick Béhar, Chief Business Officer, UK & Ireland, Sky, outlined the company’s plans...

At The Future of TV Advertising conference in London last week, Matt Hill, Research and Planning Director at Thinkbox (the marketing body for commercial...

Major Pay TV operators across both Belgium and Switzerland are cooperating with broadcasters to allow advertising in Replay TV and even PVR recordings when viewed on their set-top boxes. In both countries, a new model has been agreed that involves pre-roll ads or unskippable breaks. This is a significant moment, as the sustainability of commercial broadcasters and their popular local content becomes a bigger priority than pure consumer choice (whether to watch ads). The growing volume of time-shifted TV viewing, combined with greater competition for broadcaster money, explains the development.

“Online video is still exploding and advertising is going to be a large part of it. A small Chinese vertical video company will be...

“Everybody – whether it's a Netflix or an Ozone or a Hulu or a Roku – all want to market their own measurement and...

Videonet hosted ‘The Content Discovery Leadership Breakfast’ in Amsterdam earlier this autumn, with Pay TV providers and content owners giving their insights on content discovery innovations that will gain them more viewing time, and the biggest discovery challenges they face. The discussion ranged from the critical importance of unified search, to helping viewers find their favourite sports as rights fragment, to fixing holes in the EPG schedule, and personalising VOD imagery.

“The kind of media platform that you're running ads on is a really big driver of the level of attention you're going to get,”...

At the Future of Media conference in London earlier this month, Ed Greig, Chief Disruptor, Deloitte Digital, argued that it won't just be young...