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.
The two retailers are hoping to bring a bit of both their brands to tell the story of a young dragon called Edgar who keeps accidentally ruining Christmas.
Renault is celebrating the Clio’s 30th anniversary with a campaign that quietly and thoughtfully tells a same-sex love story that doesn’t descend into cliche.
The combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
M&S is hoping to communicate its lower prices and points of difference on quality in a new campaign, ‘Re-Marks-able value’.