Yesterday (18 January, 2017) Netflix, Inc. (NASDAQ: NFLX) released its fourth-quarter 2016 financial results with great aplomb. This quarter marks the 10th anniversary of Netflix’s content streaming offering, thus, the beginning of the disruption of the traditional TV landscape. The next decade promises to be even more tumultuous as internet TV surpasses linear TV.
In 2016, the disruptive giant Netflix generated USD$8.3bn (£6.8bn) in global streaming revenue (35% year-on-year growth) and finished the year with 93.8 million members – 19.0 million net additions versus 17.4 million [...]
In January this year, DataXu received USD$10m (£8.2m) investment from Sky, signifying the growing importance of and focus on programmatic TV. Tore Tellefsen, vice president of TV solutions, DataXu explains to ExchangeWire how programmatic TV is evolving, the opportunities to scale, and how DataXu’s partnership with Sky is developing.ExchangeWire: How is programmatic TV developing? What is its uptake?
Tore Tellefsen: Although brands have funnelled billions upon billions of media dollars into television advertising over the years, TV has never been a particularly precise [...]
Despite the significant growth in digital advertising, TV advertising is as important now as it ever was. It’s not diminishing, just evolving, as technology and consumption evolve. Graeme Lynch (pictured below), director business development EMEA, TubeMogul explains to ExchangeWire that programmatic TV (PTV) is part and parcel of this evolution, playing a complementary role to the ever-powerful linear TV reach.
Have you ever noticed that special occasions are like London buses? There are none on your calendar and then they all come [...]
We often talk of convergence, interoperability, and the evolution of media, but how is the ecosystem actually changing? Ramsey McGrory (pictured below), CRO, Mediaocean tells ExchangeWire how, from their unique position within the industry, they see it changing and what these changes mean, particularly in the worlds of TV and video.
ExchangeWire: Mediaocean have a relatively unique position within the advertising ecosystem – what trends do you see in the convergence of traditional and new media?
Ramsey McGrory: Clients deliver approximately USD$128bn (£96.7bn) [...]
Programmatic TV is still a very small proportion of total TV expenditure, but it’s growing, as advertisers understand how it can help their strategies. Mauricio Leon (pictured below), commercial director, TubeMogul, tells ExchangeWire that programmatic TV can do so much for marketers and is a powerful tool for engaging consumers.
Last year, TubeMogul ran a poll to determine consumer attitudes towards paying the BBC licence fee, and the results were surprising. Almost 60% of the population said that they no longer [...]
Following our recent Now & Next piece, which delved into the evolution of the TV industry and the impact of new technology, ExchangeWire spoke to Kevin O’Reilly (pictured below), CTO, TVSquared, about effective TV measurement. Here, O’Reilly talks us through the challenges of achieving a global view of TV performance and how advertisers can overcome these.
ExchangeWire: What are the challenges of effectively measuring cross-border TV advertising performance?
Kevin O’Reilly: For the most part, response can be determined by IP address or, [...]
Attribution modelling is a powerful tool for measuring marketing channel effectiveness and ensuring channels further up the purchase funnel are given credit for their contribution. However, argues Paul Dyson (pictured below), founder, Data2Decisions, marketing goes beyond online; and the holy grail is to achieve holistic, connected measurement and optimisation of your entire media investment. Dyson explains to ExchangeWire how holistic marketing can successfully link online to offline.
ExchangeWire: Many advertisers claim to have comprehensive attribution models in place that inform their [...]
Programmatic TV is arguably a complete reinvention of the TV ecosystem and, in the US at least, is a market of scale. In the UK, it’s a slightly different picture; but with companies like Sky investing heavily in their addressable offering and a continual demand from advertisers to better understand their TV audiences, programmatic TV is surging. Dwight Ringdahl (pictured below), senior vice president, technology, RhythmOne, spoke to ExchangeWire about the advances in the US programmatic TV market and what the UK can learn [...]
Following ExchangeWire’s piece published 15 February about The Independent newspaper brand becoming a digital pure play, the theme of going 100% digital continues, with BBC3 achieving a world-first yesterday (16 February) by becoming the first-ever television channel to switch from linear broadcasting to existing purely online. Is this a sign of the end of linear TV, or could it be a leading example of a television broadcaster trying to evolve to meet the viewing habits of its audience?
BBC3 was launched 13 [...]
TV consumption trends are experiencing a dramatic shift and the TV industry is having to evolve to continue to deliver targeted messaging to its fragmented audience. This year, broadcasters are more focused than ever on embracing programmatic TV. ExchangeWire talks to Greg Carroll (pictured below), country manager UK, StickyADS.tv, about what 2016 will hold for programmatic TV, as the technology moves out of its development phase and into the mainstream.
TV upfront spend is declining [...]