Facebook’s claim that video advertising delivers half of its sales impact in the first two seconds is the inevitable end game in an absurd pursuit to legitimise shorter time lengths. Videology’s Jayesh Rajdev is not impressed.
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As it takes centre stage in new pitches and is wholeheartedly endorsed by WPP, Dominic Mills looks at the implications of addressable TV hitting the mainstream. Plus: A sad farewell to ITV’s Gary Knight…and his amazing shirts.
As GroupM launches a new business to give single-buy access to addressable TV inventory from every broadcaster on every platform, John Moulding explains what this means for the industry.
Following a series of declines in June and July, August continued the trend in the commercial broadcast market.
Sky and Virgin prove the UK TV industry can set aside its rivalries to deliver the advanced adtech scale that buyers now demand, writes John Moulding.
In response to the shift in TV viewing behaviours across different devices and platforms, GroupM has today launched Finecast, a company delivering “digital-like precision and accountability to advertising on television.”
Traditional television and TV advertising is still alive and kicking – even among people that exclusively use subscription video-on-demand services (SVOD), new research from YouGov suggests.
Matt Whelan, digital strategy director at The Specialist Works, explains how it is now possible to agnostically shift budget between online and offline AV channels.
Future TV Advertising Forum, hosted by Mediatel, has launched a special competition for start-ups who are helping to evolve video and television advertising by making it more automated, data-driven, efficient and effective.
As they confront Facebook and Google, commercial TV rivals are talking of co-operation – but they are determined not to repeat the mistakes of the newspaper industry.