The video platform is targeting the big screen — and watch time has become the number one predictor of channel revenue.
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Marketing academics may be disputing the TV buyer’s rule of three concept, but they have much to learn from each other.
Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly, writes the editor-in-chief.
For those who struck gold and those who have been less successful in the pivot to streaming, 2024 will be when advertising comes to the fore, writes Goodstuff’s head of video planning.
| Maria Iu
UK adspend expected to be up 5.9%, compared with 3.9% in October’s Expenditure Report.
Analysis: Netflix does not disclose its ad revenue, but it would likely be relative peanuts, while subscription pricing and content remain crucial.
Granular targeting, integration with the wider ad ecosystem and advanced measurement capabilities mean Amazon will be a formidable player, says Plug Media founder Chris Cochrane.
TikTok wants to be known as a “full-funnel” solution that provides brands with more than just performance advertising based on last-click attribution.
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It is understood that the telecoms group is seeking €2-3bn.