After joining Barb and announcing a significant update at Connected TV World Summit mere weeks later, Barb’s head of campaign audiences charts CFlight’s evolution in 2024.
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Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group’s head of performance marketing and CRM.
Barb has updated its Advanced Campaign Hub to include planning for both streaming services and is in advanced talks with Disney to include Disney+.
Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb’s TV audience data.
ITV is set to launch two TV ads which have been created using generative AI and wants to sell more of them to small businesses.
| Maria Iu
Matt Hill described the collaboration involved in the original study and how that spawned even greater research.
Artificial intelligence promises dramatic reductions in the future cost and carbon footprint of television as it migrates from broadcast to streaming. IBC also revealed how it will be possible to create even more TV in total, and give advertisers an inventory boost around live events.
Jack Benjamin and Omar Oakes discuss the major stories of the past week, including the proposed sale of The Observer to Tortoise Media, scenes from recent Radiocentre, Thinkbox and Who Cares? events, and product updates from Meta and Snap.
CTV is being embraced by younger users, but live sports and breaking news remain popular on linear.
| Maria Iu
Six full-day sessions will focus on different business functions at the agency and the opportunity to respond to a live brief.