Findings from audience measurement, data and analytics specialist Nielsen’s 2023 Annual Marketing Report, indicate that 84 per cent of marketers are including streaming platforms in their media planning to meet their audiences, yet only 49 per cent of survey respondents view OTT and CTV as effective advertising channels. The fifth annual report, which surveyed nearly […]
The Video Advertising Bureau (VAB)’s report, The Truth About CTV Ad Fraud, examines what constitutes real fraud, how the viewing environment of a platform impacts both consumer and advertiser trust, and how marketers can minimise their exposure to fraudulent practices. “Real ad fraud is defined by maliciously and intentionally falsifying human engagement, not normal viewing […]
Connected entertainment specialist VIZIO has added new partners, features, and analytics to its Household Connect cross-device advertising solution, which it says will help marketers extend TV-first campaigns to additional devices within the VIZIO household, including computers, tablets and mobile devices. This includes the addition of Experian’s Consumer Sync identity resolution into the Household Connect platform, […]
GroupM, WPP’s media investment group, has released research on the effectiveness of addressable TV advertising from Finecast, GroupM Nexus’s addressable TV solution, which shows that TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences. The research, conducted in collaboration with advertising effectiveness specialist System1, involved more than 13,000 […]
Connected TV (CTV) cross-screen advertising specialist LG Ad Solutions and RTL AdAlliance, RTL Group’s international advertising sales house, have expanded their exclusive partnership to offer a combined CTV buying approach for data-driven CTV ads within the smart interface of LG TV devices across multiple European markets for one year. After a successful rollout in Italy, […]
Advertising intelligence company MediaRadar and streaming video recording platform specialist PlayOn have agreed a partnership that will see MediaRadar use data derived from video captured via PlayOn to enhance its streaming media advertising analytics and insights products. MediaRadar summarises OTT data covering overall and category trends in ad spend across the leading ad-supported streaming video […]
German commercial broadcaster ProSiebenSat.1 has revealed what it describes as a sharpened strategic focus, with which the Group addresses the challenges of the market environment and the changing media landscape, while at the same time leveraging the Group’s growth potential. “We at ProSiebenSat.1 have everything it takes to reach millions of people day by day,” […]
The Advertising Research Foundation (ARF) is calling for a ‘gradual migration’ away from ‘TV households’ to ‘TV-accessible (TVA) households’ as the basis of TV measurement, to account for shifts in viewing dynamics driven by broadband access and mobile devices. The group based its recommendation on data from its comprehensive TV universe study, DASH, the 2022 […]
Yahoo and Publicis Media have published a study, CTV Ad Attention & Receptiveness, aimed at answering important questions, including: Does CTV ad attention and receptiveness vary by environment, such as time of day, seasonality, streaming application, genre, and contextual relevance? How do consumers respond to different executional strategies, such as ad length/type, pod position, frequency […]
Adtech platform Equativ and contextual advertising specialist Seedtag have expanded their global strategic partnership into Equativ’s curation offering. Seedtag has selected Equativ’s curation platform to enrich its contextual targeting solution with the power of Equativ’s targeting capabilities and premium ecosystem. The common goal of this partnership is to empower buyers to engage with relevant audiences […]