More The Future Of Tv Global Special articles

CTV is a powerful channel, but there is a question about how its growth will be sustained. Clearer visibility into supply and more reliable performance insight will help.

Seven, Nine, and Foxtel Media are collaborating with Adgile to build a shared TV analytics platform that links TV exposure to business outcomes in real time. One buyer reckons it could be the most important shift in TV during the next three years.

The analyst firm includes anything on YouTube, if played on a television set, within its definition of CTV, which gives Google a 26% share of the market by 2030.

Mathieu Yarak at MBC Media Solutions explains how TV can become more competitive against social media platforms and other digital by correlating attention, brand impact, and outcomes into a single intelligence layer.

Numeris argues that exposure and outcomes are not competing ideas but work together. But neither works well without trust, and that requires a single, transparent, industry-governed currency.

D19’s MD outlines the challenges for SMEs looking to get onto TV.  He shares practical advice on testing, and what more the TV industry can do to serve the ‘FELT’ market.

Market analyst Ian Whittaker has been listing the risks and opportunities for media owners across the next five years. He views small business advertising as a key growth opportunity.

ISBA’s director general admits marketers are struggling to get heard in the boardroom, while lost industry expertise can lead to extreme and binary planning decisions.