Broadcasters must join forces to beat Amazon and Netflix
TV sets, not mobile devices, are the future of video but if traditional broadcasters want to survive they must stop wasting time on their own smart TV apps and combine on a single platform.
TV sets, not mobile devices, are the future of video but if traditional broadcasters want to survive they must stop wasting time on their own smart TV apps and combine on a single platform.
Online streaming is a growing segment of video viewing, but TV’s average per-minute audience remains dominant for high-profile events like the World Cup, and will continue to be so long into the future.
Twitter and Amazon’s broadcasts have failed to match TV’s enduring reach but digital viewing will inevitably grow, so are ad partnerships the answer or is that just another route in for digital’s Trojan horse?
ITV boss Carolyn McCall wants advertisers and viewers to see the UK’s largest commercial broadcaster in a new light – less cosy, more front foot, and ready to win those all-important ad dollars and eyeballs.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.