ITV set out to explore how young people really watch TV. What we uncovered about TV’s cultural role in the UK was even more surprising.
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McKinsey partner Kathryn Rathje speaks to The Media Leader from Cannes about the challenges facing CMOs — from acquiring budget to breaking the cycle of short-termism.
The Media Leader traveled across Cannes speaking to media professionals to find out why TV should be an essential part of marketing strategies, and what the future of TV advertising will be.
LiveRamp’s Tim Norris-Wiles discusses the future of data-driven TV and how digital-native advertisers can use the medium the way they use other digital, with deterministic business outcomes measurement.
The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.
Marketers have become “confused, misled, and misguided” by overly precise data and models that often overlook crucial margins of error and statistical relevance Ross Sergeant, global head of media at Allwyn, told The Media Leader in Cannes.
Sustainability took a backseat role at Cannes this year when it should have been a headline topic.
As Reform rises in the polls and GB News becomes a legitimate competitor to news broadcasters, UK media must not repeat the same mistakes as the Americans.
While this is the first time it has occurred in IPA TouchPoints’ 20-year history, mobile screen time and TV viewing have a different emotional impact on the user.
Analysis: The caveat could be designed to force the merged entity to advertise with media owners sympathetic to the Trump administration.