Advanced advertising


Broadcasters’ personalised advertising ambition held back by cloud concerns, says study

Four-fifths of broadcasters are looking at implementing personalised advertising, but are falling behind streaming services in doing so because they are hesitant about adopting cloud technologies, according to research carried out on behalf of technology provider Ateme.  Ateme’s survey of TV and broadcast professionals in middle management positions or above found that 96% of broadcasters […]

Comcast rebrands ad sales division and launches new products

Comcast has rebranded its ad sales division, formerly known as Spotlight, to Effectv. The company says that the name change is meant to reflect that, in an ever-changing media environment, its campaigns can have a significant impact. Maria Weaver, chief marketing officer at Comcast Advertising said: “we’re reinforcing that TV is effective, and not just […]

Sky AdSmart ‘increases engagement by a third’

Addressable TV can increase ad engagement by 35% and cut channel switching by 48%, or almost a half, according to a five-year study of Sky AdSmart from the pay TV operator. According to the study, facial recognition analysis showed that when addressable ads are on TV, viewers’ attentiveness to the screen could be as much […]

German competition watchdog gives green light to ProSiebenSat.1-RTL ad JV

German competition watchdog the Bundeskartellamt has approved commercial broadcasters ProSiebenSat.1 and RTL’s advertising joint venture D-Force. The venture is designed to establish an automated booking platform for addressable advertising to enable brands to reach target audiences at scale. Thomas Wagner, CEO of SevenOne Media said that he was “very pleased that we have received the […]

Amazon looks to grow video advertising business

Amazon is looking to grow its video advertising business with a series of initatives in the near future, according to investor relations director Dave Fildes. Answering a question on the e-retail giant’s latest quarterly earnings call, Fildes said that “one of the focus areas for us will be expanding our video and OTT offerings for […]

TDG: third of Netflix subs would consider low-cost ad-supported variant

A third of Netflix US subscribers would consider switching to a less-expensive, ad-supported tier, according to research from research outfit TDG. According to the research, a third of subscribers would consider changing tiers, over half of which are moderately likely to or definitely would switch if such an offering was available. According to TDG’s Benchmarking […]

Internet advertising to surpass 50% of total ad-spend in two years

Internet advertising will account for 52% of global advertising expenditure in 2021, exceeding the 50% mark for the first time, according to Zenith’s Advertising Expenditure Forecasts. The figure is up from 47% of global ad-spend that internet advertising will account for this year, and up from 44% in 2018. However, the growth rate is falling […]

Juniper: Amazon set to disrupt growing digital ad business

Global digital advertising revenues will reach US$520 billion by 2023, with Amazon set to emerge as a key disrupter of the current duopoly enjoyed by Google and Facebook, according to a report by Juniper Research. According to Juniper, the digital ad market will grow by an average rate of 15% annually over the next five […]

BARB taps Kantar to launch four-screen audience measurement

UK audience research bureau BARB has commissioned audience measurement specialist Kantar to rollout its new Focal Meter router meter across all broadband homes on the UK’s television audience measurement panel. The Kantar Focal Meter ill measure viewing across four screens (TVs, smartphones, tablets and PCs) to IP-delivered video content from all broadcasters and complement the […]

Channel 4 unveils Project Agora for targeted VOD advertising

UK commercial broadcaster Channel 4 has unveiled new targeted advertising capability that will be launched commercially this autumn. Showcasing the technology, codenamed Project Agora, at a  Channel 4 Upfronts event at London’s Roundhouse, chief commercial officer Jonathan Allan said that the Channel 4-developed technology will enable advertisers to match their own custom audience segments across […]

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