With new research shedding light on the necessity for all pixels of an online ad to be in view, given the increased impact of influence on the consumer, the call for an enhanced viewability metric across media types is gaining traction.
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TV Press Review
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TV Press Review
Selection of articles worth reading about multiplatform TV and video Curated by egta |
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June 2, 10:58 AM
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From
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New iSpot report finds Q1 2025 household TV ad impressions for alcohol brands climbed nearly 21% YoY amid economic pressures.
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June 2, 3:41 AM
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From
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What counts as a risky idea in adland? It’s not just about being bold for the sake of it. As Kantar’s Jane Ostler points out, the smartest creative risks are rooted in real insight and backed by data, not just bravado.
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June 2, 3:38 AM
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Perceptions of TV advertising are shaped by the US, yet this market looks, feels and functions very differently to the rest of the world. This leads to global strategies built on a flawed premise.
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June 2, 3:37 AM
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From
videoweek
Emmanuel Josserand, Senior Director of Brand, Agency, and Industry Relations at Comcast Advertising.
In the face of competition from user generated content platforms for ad spend, broadcasters frequently point to the power of premium, arguing that the professionally produced, brand-safe content found on TV
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May 26, 4:15 AM
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From
videoweek
Digital advertising trade group the IAB and measurement accreditation body the MRC have released new attention measurement guidelines for public comment. The guidelines, developed by the IAB Attention Task Force, a group made up of more than 200 members from across the industry, aim to establish a framework for consistent measurement and reporting of various
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May 26, 3:49 AM
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Distinctive brand assets are key when it comes to ad engagement, according to a new study that VCCP Media claims is the “first of its kind” in measuring the effectiveness of media and creative together.
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June 2, 3:29 AM
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Peter Field has shown us the silver bullet in the argument for advertising. To me, this means brand will assume renewed importance for marketers. About time.
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May 27, 3:42 AM
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From
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A new study from VODProfessional provides fresh insight into what Europe’s top TV executives are really thinking about at 2AM
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May 26, 4:00 AM
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From
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When advertisers remove low-quality, high-carbon supply from their media buys, they don’t just lower emissions, they unlock more effective spend and better campaign outcomes.
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May 26, 4:24 AM
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From
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The search giant is inserting ads into its AI answers, as users ask more commercial questions
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May 13, 5:08 AM
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CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data.
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May 13, 4:31 AM
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From
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At IAB NewFronts 2025 in New York, Wurl’s Peter Crofut argues that streaming TV advertisers need to stop focusing solely on reaching audiences.
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May 13, 4:28 AM
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From
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54% of marketers are looking to reduce budgets in 2025, a new Nielsen report says
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May 13, 4:25 AM
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From
videoweek
After years of speculation over Netflix getting involved in live sport, the streaming giant entered the ring at the end of 2024 with two Christmas Day NFL games, and this year became the exclusive home of the WWE's weekly shows and live events in more than 90 countries.
Whether the wrestling franchise constitutes live
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May 13, 4:23 AM
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As women’s sports gain momentum, brands need to show up with the right message, in the right moment, across every screen.
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May 13, 5:12 AM
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The Future of Audio and Entertainment 2025
Five months after ITV and YouTube agreed a new partnership deal to bring full episodes of ITV programmes to the platform, the broadcaster is seeing incremental audience reach without cannabalisation.
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April 28, 5:25 AM
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How do you measure reach, frequency and performance when your audience is everywhere? The opportunity now is not just to fix measurement but to rethink it — from the ground up.
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April 28, 5:33 AM
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From
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Ted Sarandos says Netflix remains a ‘subscription revenue service’ at the Time100 Summit
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April 28, 6:00 AM
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From
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For the first time since the tariff saga began, the consumer goods giants have updated the market, revealing not only their business performance but also their advertising plans for the remainder of 2025.
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April 28, 7:20 AM
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RTL AdAlliance believes its new AdManager self-serve platform will benefit advertisers of all sizes, lowering the barriers to TV advertising for small and medium companies and making it easier for international brands to run large-scale campaigns across multiple European markets.
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April 14, 11:00 AM
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From
videoweek
While there are some promising examples in the UK of broadcasters putting aside their differences and working together to strengthen the overall TV market, this sort of collaboration isn't happening in all European markets says Anne-Laure Dreyfus Coutinho, Director of TV at egta. Ego is often a blocker, as broadcasters are in some cases reluctant
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April 14, 11:00 AM
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The idea is to align terms like streaming, traditional and multiscreen TV to make buying legacy media easier for media buyers
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April 28, 8:33 AM
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From
www
Craig Chinn makes the case for why the future of TV advertising lies in bridging the gap between linear and streaming—not choosing one over the other.
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April 14, 10:27 AM
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In 2025, what makes a TV commercial successful is changing, and gone are the days of one-size-fits-all creative formulas. AI is transforming creative production, viewers are splitting attention between multiple screens, and traditional TV "rules" are being shattered daily.
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