Warc forecasts that Meta will reach a dizzying $155bn of global ad revenue in 2024. Fine, but please don’t then compare it to linear TV as though that means something.
Matt Hill
Funded by the commercial TV companies, Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV.
Prior to joining Thinkbox in 2015 Matt worked at Channel 5, heading up their Planning & Insight team and representing the broadcaster at the BARB board. Prior to C5 he had roles at Virgin Media and Attentional.
Recent Thinkbox research studies include ‘Screen Life: TV advertising everywhere’, which looked at the effects new screens are having on how we watch TV; ‘Payback 4: pathways to profit’, an independent econometric study commissioned from Ebiquity that found TV advertising has become more effective in recent years and creates more sales and profit than any other medium on a like-for-like basis; and ‘#TVTwitter: how advertisers can get closer to conversations’, which looked at how TV viewers are using Twitter to complement their favourite TV content.
When not at work, Matt is usually struggling to control either his two boys or his severe snap hook on the golf course.
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The latest buoyant UK adspend figures show some strange trends that could have a profound influence on the future of advertising.
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It’s hard to read incredibly positive things about TV advertising and yet be compelled to argue with them, but sometimes you have to, says Thinkbox’s Matt Hill.
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Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness, writes Thinkbox’s research and planning director.
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One group in particular should care about how we define TV today, writes Thinkbox’s Matt Hill.
Thinkbox’s Matt Hill throws some shapes to tell the stories of how individual sectors approached TV advertising during the past year
Matt Hill, Thinkbox’s research and planning director, looks at whether advertising’s future is short form.