The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content.
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| Maria Iu
Consumer tolerance of ads varies by age, channel, content genre and even whether it is viewed with others.
Connected TV is an ideal channel to bring branding and performance marketing together as brands shift adspend into streaming platforms.
Tech is radically changing media and advertising, but our first Future of Media Manchester event reminded us that what matters most to creativity and sales is the same now as it was 200 years ago, writes the editor-in-chief.
In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth, writes AudienceProject’s UK commercial director.
Apple TV+ and Disney+ have increased prices by the largest amounts since their launch, with an annual average hike of 18%.
Analysis: Returning TV shows that launched a new series on Netflix last year helped nearly double viewing numbers for older seasons. This will become even more important as streaming giants push their ad-supported tiers.
Exclusive: Paramount is rebranding Channel 5 to just 5 as part of plans to relaunch the public-service broadcaster across linear, streaming and digital platforms under one unified name, The Media Leader can reveal.
CTV can ensure brands reach the right audiences, but only when it’s part of a multichannel strategy can it help advertisers get consumers to the finish line.
However, CEO Dame Carolyn McCall has warned of job losses.