• Study: Combining CTV, Desktop, Mobile Drives KPI Lifts
    On average, adding CTV to desktop and mobile drove a 149.6% lift in brand awareness versus desktop and mobile alone; a 36.9% lift in brand opinion; and a 24.8% lift in purchase intent.
  • The QR Code Also Rises... For Now
    The rise in CTV audiences and advertising, and D2C initiatives, has also driven a surge in experimentation with QR codes to drive viewers to sites and yield sales conversions. But these codes, while useful now, are not a perfect solution for mapping conversions to TV.
  • Survey: 55% Of Video Ad Spend Is Audience-Based, But 1 In 5 Aren't Sure They're Reaching The Right Audience
    In a new Xandr survey, U.S. video advertising decision-makers also estimated that one in three ads aren't relevant to the consumers reached.
  • Big News Week For Addressable, Disney+, Starz, vMVPDs
    Nielsen and AMC Networks announced notable addressable initiatives, the Disney+ juggernaut continued its momentum, and Hulu + Live TV and other vMVPDs reported notable subscriber gains.
  • Is 'Incremental' Becoming A Misnomer For OTT Reach?
    Though traditional linear TV still delivers far larger reach, smart-TV manufacturers report that 25% to nearly 50% of their devices are now used for streaming only, with no traditional cable or satellite connection.
  • Project OAR Expects To Begin Live Campaigns Before Year's End
    Project OAR, which had targeted a mid 2020 launch prior to the pandemic, now expects to have 10 million households with Vizio smart TVs ready to roll for deploying TV networks' addressable inventory nationally by year's end.
  • Yes, There Can Be Too Much Of A Good Thing
    The pandemic created enough demand to lift (almost) all OTT boats, but there may already be signs that the market can't indefinitely sustain an endless proliferation of video services.
  • FreeWheel: 1H Video Ad Views Up 32%; CTV Ad Views Up 42%
    CTV accounted for fully half of total video ad views, followed by set-top-box views at 23%.
  • Addressable Ads Found To Go To The (Literal) Heart Of Engagement
    People like addressable ads nearly four times more than non-addressable ones --- and also remember addressable ads more accurately, finds an ambitious, still-in-progress study by GroupM's Finecast and DRG.
  • AVOD Vs. SVOD? That's A False Choice, Say ViacomCBS's DeBevoise And Others
    The ad-supported versus subscription-supported question is becoming increasingly irrelevant, according to executives from major entertainment companies, AVODs, SVODs and tech partners alike.
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