Analysis

Enders Analysis provided a grim opening to The Future of TV Advertising UK conference with predictions of the biggest TV advertising downturn in history as a result of Covid-19, and little chance of a swift rebound. Yet television has rarely been so important, and perhaps never as central to our lives – and those brands that can spend are being urged to capitalise on its halo effect, and cost-of- reach efficiencies that cannot last.

Leading television executives give their views on how television has responded to the coronavirus crisis and the future of TV advertising when the storm finally passes. We also asked how they are ensuring there are new television shows to watch, and which crisis advertising campaigns they admire. Mark Trinder, Director of Commercial Sales and Partnerships at ITV, takes the questions.

Alex Hole, VP Samsung Ads Europe, shares his views on viewing and audience trends, the role of advertising in the monetisation of streamed premium video, and the challenges for advertisers looking to maintain reach as linear viewing declines and streaming audiences could become more fragmented. He also discusses the value of connected TV to advertisers, and how this environment can be further improved for media buyers.

Leading television executives give their views on how television has responded to the coronavirus crisis and the future of TV advertising when the storm finally passes. We also asked how they are ensuring there are new television shows to watch, and which crisis advertising campaigns they admire. Sarah Jones, Director of Planning at Sky Media, takes the questions.

Some of the UK’s major commercial broadcasters have been discussing their immediate response to the Covid-19 crisis – how they have sought to mitigate the crisis by meeting the needs of advertisers who are still in-market or quickly returning to market. There is a clear need for flexibility and creative thinking.

One of the most pressing questions facing both the sell-side and buy-side of the television industry is  how we embrace linear and digital as...

The results of the Videonet Connected TV Awards 2020 have been revealed during a 'virtual ceremony'. The Walt Disney Company won ‘The Premium TV...

A new report identifies network, device and data security – including the protection of personal privacy - as a foundational requirement for companies offering smart home services, and suggests that communications service providers have a head-start in the race to fulfil the role of digital guardian.

Today, broadband competition is about speed, especially speed into the home, but Deutsche Telekom knows it must move from focusing only on speed and look at how it gives customers the tools to control their Internet experience. Giving consumers more control requires next-gen technology wrapped in a super-friendly UX. The company is determined that the increasingly connected Deutsche Telekom home ‘thinks human.’

The much-anticipated streaming service launched in seven more European markets this week. It provides great value-for-money, will obviously benefit from the current virus lockdowns, and raises questions about how Pay TV operators cope over time with lost content exclusivity, although major European platforms including Sky and Canal+ are among the launch distribution partners. The ad-free service allows up to four concurrent streams and unlimited downloads to ten devices on a €6.99 subscription.