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.
We’ve become used to bandying around facts and figures that relate to mobile usage. In fact, we’ve become so used to it that they have lost some of their impact. In this piece, Tom Farrell, VP marketing, EMEA at Swrve (pictured below) argues that we sometimes need to stop, think and remember that in the space of ten years this technology has gone from a prototype to the palms of somewhere approaching five billion hands.
The pace of that change matters, [...]
86% of UK Media Agencies Incorporating Ad Tech; 41% of Financial Institutions Spend <20% on Programmatic
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: 86% of UK media agencies evolving business to incorporate ad tech; 41% of financial institutions spend less than 20% on programmatic; Quarter of brits plan to purchase on Black Friday; Three quarters of brits use smartphones to access social media; and Two-thirds of tweets related to live broadcasts.
Agencies responding to [...]
Even during times of austerity, when consumers are more likely to make purchase decisions based on price, mainstream advertisers still employ emotional adverts. In the last two years our screens have been graced with a dancing pony (3 mobile); kittens coming out of packets of biscuits (McVities); hibernating bears waking on Christmas day and penguins finding their soul mate ( Read more
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Programmatic revenue up 119% in Q2; 79% of consumers prefer video advertising; and 3.25 hours, average daily time spent on mobile.
Premium inventory moving to private marketplaces
In Europe, eCPMs increased by 25%, according to Ooyala’s ‘Global Video Index [...]
On a typical day, internet users are now spending almost as much time online (5.25 hours) as they are on various ‘traditional’ activities combined (with 5.44 hours being spent on linear TV, broadcast radio, traditional press, and console gaming). Across the various ‘offline’ or ‘traditional’ activities, it is linear TV which continues to [...]
Digital Video and TV advertising are hot topics at the moment, with marketers striving to lead the way and reap the rewards of being an early adopter. However, with consumer behaviour changing so rapidly this is a sprint race where those who can apply the learnings from TV into digital video, and vice versa, will be the ultimate winners. Sarah Lawson Johnston, managing director Europe, Mediaocean, speaks exclusively to ExchangeWire:
It won’t surprise anyone that media [...]
Now & Next is a new feature from ExchangeWire Research. In Now & Next, we review the latest research, provide impartial insight and analysis of current trends, and provide predictions for the future of advertising and marketing technology. This feature focuses on online news.
Have smartphones become the default for news?
Globally, 66% of smartphone owners use this device to access news at least once a week. For one quarter, a smartphone is the primary access point for news, according to the [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: UK ad viewability falls below 50%; US programmatic spend reaches record $10.1bn; UK agencies see programmatic native as major opportunity; and majority of Brits want BBC license fee scrapped.
Ad viewability is declining in the UK
In the UK, online ad viewability fell to 49% in Q2 2015, a 7% decline from [...]
Stephen Hunt, Director Asia-Pacific, TubeMogul, Asks Whether The Online Video Industry Deserves To Take The Mantle From TV
Stephen Hunt TubeMogul’s Asia-Pacific Director talks candidly about the challenges the online video industry currently faces: demand outstripping supply; publishers holding on to unsold inventory to protect its value; and lack of transparency in video advertising and the industry’s absence of regulation e.g ‘fake pre-rolls’. But Hunt argues that the opportunity in online video advertising is huge, and is poised to attract huge amounts of brand budget in the coming years.
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