The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend.
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The broadcaster’s commercial team will handle all advertising on the Google platform.
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.
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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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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.
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