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.
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 [...]