Freedom Media UK’s Post

IAB UPGRADES DIGITAL AD OUTLOOK The digital ad market is proving to be stronger in 2024 than originally predicted, and that has led the Interactive Advertising Bureau to revise its outlook for spending gains this year. The IAB now projects the overall digital ad market will grow 11.8% on a year-over-year basis Television is seeing the fastest rebound in spending, thanks to political ads and events like the Olympics. But it is connected TV and not broadcast TV that will grow the fastest, according to the IAB. It forecasts CTV ad spending to lead all media channels, with an 18.4% year-over-year increase in ad spending forecast in 2024. That compares with a 4.3% growth rate for linear TV. WCVB Channel 5 #VeryLocalBoston

More than 23% of marketers plan to spend more CTV advertising, alongside an 35% increase overall, according to a new study from Broadsheet Communications client, tvScientific. The report also found that 65% of marketers report an increase in sales when performance TV is added alongside other paid channels like search and social. Read more about it on Broadcasting & Cable. #BroadsheetPR #ClientNews #CTV #AdSpend

More than 23% of marketers plan to spend more CTV advertising, alongside an 35% increase overall, according to a new study from Broadsheet Communications client, tvScientific. The report also found that 65% of marketers report an increase in sales when performance TV is added alongside other paid channels like search and social. Read more about it on Broadcasting & Cable. #BroadsheetPR #ClientNews #CTV #AdSpend

U.K. broadcaster Channel 4, led by CEO Alex Mahon, reported a record full-year 2023 loss of £52 million ($68 million) amid what it called a sharp and “prolonged” advertising downturn that saw U.K. ad revenue fall 9 percent, partially due to a correction after the post-COVID boom, as well as a “strategic decision” to keep spending on its digital transformation and continued investment in original content. But in its annual report and a press conference related to it, the public service broadcaster predicted a narrowed deficit for 2024 and a return to breakeven “over the mid-term,” while also touting signs of success in its digital push.

Coming from a distillery and beer making family, this campaign caught my eye on AdExchanger yesterday. The TVC was created in 2003 by Chilean TV broadcaster Canal 13 and OMD Chile for Cerveza Cristal beer. The ads appear as if they were legit product placement in scenes from Star Wars and recently went viral socially in a series of out-of-context screen memes. When I worked in branded entertainment, part of my job was reading film and TV scripts every day, on average 20 scripts a week for advertiser funded series with agencies and brand marketers, so I know this territory fairly well. I also curate 30 years of my family intellectual property of the Richmond N.S Brewing Company's advertising creatives by J. Walter Thompson (JWT). At CTV Connect audiences were treated to a CTV showcase demo reel featuring Kargo's CTV solution on prominent display. Like all good ad creatives, some are done in good taste, while others win Lions. Interactive, shoppable CTV ad units are a powerful new medium that must be done tastefully and contextually right. If you have a CTV video ad unit creative and would like to share it, please DM me for the Connected TV Marketing Association or you can nominate your creative for judging in this year's CTVMA Awards. #AdCreatives

Today, the Coalition for Innovative Media Measurement (CIMM) and the Television Bureau of Advertising (TVB) issued new industry guidelines for local TV advertising, designed to support reliable, stable and accurate post analysis. Post analysis is a critical component of a successful advertising market, comparing the projected (or target) rating – the buyer and seller’s agreed upon audience prior to the ad running – to the measured rating after the ad runs. The new guidelines are designed to deliver real, practical change in the local marketplace, shifting the industry away from the practice of day and date post analysis. Ratings instability has a significant impact on the market, penalizing local stations because of unreliable measurements, not because they have under-delivered the target audience. Our hope is that the new guidelines help to address this challenge. These guidelines are part of a wider program of work undertaken by CIMM and the TVB, to support the local marketplace. In the coming months, CIMM and the TVB will also release a Statement of Requirements for Local Currency Providers and a Local TV Innovation Playbook, showcasing the latest innovations in measurement and currency development, new metrics, and data collaboration across the local TV and video marketplace. I want to thank Hadassa Gerber for her partnership and untiring devotion to supporting the local marketplace, and Joan FitzGerald, who has done a brilliant job supporting the development of these new guidelines. We also want to thank the Project Steering Group for their invaluable support and expert guidance. To find out more and to get involved in our work supporting the local market, contact: info@cimm-us.org. You can read more about the guidelines here: https://lnkd.in/dV6h-ux9

How Will Content Continue To Evolve OOH Advertising And The Way Brands Think About Distribution? Real-time bidding vs Real-time broadcast - which is the bigger driver behind broader adoption? Think about the difference between: "Content Distribution" and "Campaigns" Notice anything? Distribution is the job to be done, we just call them campaigns because they're temporary. But "distribution is continuous" and that mindset shift is how we match the 'ALWAYS ON' appeal of OOH to brands who are 'ALWAYS ON' OOH. Watch the rest of this episode here: https://lnkd.in/eM4YHNiK And learn more about #oohadvertising and How To Measure OOH at: https://www.theoohinsider

Media buyers and agency bosses, including GroupM Australia & New Zealand's Aimee Buchanan, Spark Foundry Australia's Lucie Jansen & Avenue C's Will Chapman were impressed by Paramount Australia & New Zealand's upfront event and, in particular, Paramount Connect. The industry has long been calling for a single audience buy across Total TV ecosystems, and Paramount will become the first to connect inventory across its BVOD 10 Play, SVOD Paramount+ and AVOD Pluto in January. It promises a single view of an audience that allows marketers to target and reach consumers more effectively and efficiently. However, there are questions about pricing, and in particular how blended CPM will work in reality. As one buyer said, marketers are happy to pay a premium for premium inventory at scale, but not for Paramount's long tail. How Paramount converges and prices different types of inventory will need to be worked out with agency partners in the weeks ahead.

Connected and over-the-top TV can precisely target audiences, reach people who are engaged and have opted in and meet full-funnel goals, a survey from Premion and Advertiser Perceptions found, factors which contributed to 61% growth in planned spending among advertisers. Commercials on OTT and CTV extend linear TV strategies for 80%.  https://lnkd.in/g5pzBTXa

Did you know that over 70% of the population takes out their phones during commercial breaks? CTV is the next big channel for marketers, and CTV ads have better recall than almost any other platform, so how do you engage this passive ad viewer who's busy on their phone? You must ensure you have a second-screen strategy that runs parallel to and is integrated with your CTV ads. This approach enhances ad recall and purchase intent and creates impactful, non-intrusive touch points that engage consumers across both screens.