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.
By Mark Ritson
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.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.
ISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the detriment of both advertisers and their agencies.
A renewed look at talent is “vital” for the future success of the industry as brands, agencies and media owners “struggle” to attract and retain staff, says AA president and Tesco chief customer officer Alessandra Bellini.