Now that the SVODs are on BARB, we’ll really be able to see whether younger Netflix viewers are the ones that do not watch linear TV at all.
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Strategy Leaders: TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage.
Agencies need to do more to support brands to connect their data to make their media more effective and meaningful.
A more inclusive approach fuelled by better cultural intelligence, and having the right people in the room, is more likely to result in long term growth for brands.
Seedtag and Nielsen’s ‘Building Consumers’ Connections Through Contextual’ report does a disservice to the existing literature, argues MediaCom UK’s head of planning.
Sky Media has launched a campaign for its targeted TV platform AdSmart to encourage small and medium sized businesses to advertise on TV.
The Media Plan: Business-to-business internet service provider Vorboss has rejected traditional media strategy to drive awareness in a small hard-to-reach audience and low interest category.
The Media Plan: Pet food brand Lily’s Kitchen has leveraged out-of-home, radio, and podcasts to target new Gen Z and Millennial “pet parents” at key times of day.
Contextual relevancy is being brought to a mass medium that has always offered creative opportunities for emotional messaging.
The Future of Media: Advertisers need a ‘change of mindset’ when it comes to targeting the gaming audience.