Advertisers need to “lean in” more to the cross-measurement project, according to the trade body’s director-general.
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Mark Marshall argued that cost-mitigation efforts are holding back media owners and brands, but broadcasters still have work to do to better demonstrate value to advertisers.
Broadcasters are looking to challenge tech platforms by measuring outcomes.
ITV has joined Channel 4 in posting full episodes to YouTube — a strategy that some analysts are concerned is following the mistakes of publishers.
| Maria Iu
The company’s EMEA ad sales chief said collaboration is needed to ensure money isn’t going from TV to elsewhere.
Netflix’s EMEA advertising VP said the streaming giant wants to ‘pioneer’ streaming advertising, explaining that the in-house adtech will give the company more flexibility to bring innovative solutions to market.
In an interview at the Future of TV Advertising Global, Alan Moss outlined how Amazon aims to drive digital innovation to grow the TV pie and expressed interest in working with TV trade bodies and JICs.
The planning tool has been overestimating BVOD reach for years. The TV measurement body is now working on a fix that would align its reporting with CFlight.
At The Future of TV Advertising Global, Comcast ads chief James Rooke argued that TV must simplify the ad buying process to make it more attractive to advertisers.
| Maria Iu
The effectiveness expert told delegates at The Future of TV Advertising Global that dull ads will cost them £27m more a year to build awareness.