Advanced Television


AVoD: A Very Onerous Deal?

Streamers, both global and national, are using advertising to boost their SVoD or catch-up services. Global streamers recognise that in macro-economic hard times sign-offs can be rescued by a lower price tier supported by advertising. National catch-up services recognise that ads are so irritating to viewers that they can charge some of them to upgrade […]

November 8, 2023

Study: Ad effectiveness age-dependent

Email (42 per cent), followed by ads on live TV (32 per cent), streamed shows (29 per cent), direct mail (28 per cent), YouTube, and websites in general are considered the most effective advertising tactics among consumers overall, according to the State of Media, Entertainment, and Tech: Consumer Engagement 2023 study from Horowitz Research. The […]

November 1, 2023

Research: 73% of advertisers using addressable ads

Go Addressable, an industry initiative to advance addressable advertising, and Advertiser Perceptions have released new findings that capture the latest growth, adoption, usage and trajectory for this medium. One noteworthy finding was the marked growth in the industry’s adoption and usage of this medium. Presently, 73 per cent (or nearly three in four marketers) are […]

August 2, 2023

Study: Canadians engaging with enhanced Connected TV ads

Findings of a new study from Connected TV and cross-screen advertising specialist LG Ad Solutions indicate that 84 per cent of Canadian viewers like enhanced ads, and more than half (52 per cent) will engage with them. Enhanced ads are Connected TV ads that include dynamic QR codes, change messaging based on time of day, […]

July 28, 2023

ITV H1: Digital revenue up 24%

UK commercial broadcaster ITV has released half-year results that show ITV Studios revenues up 8 per cent and digital revenue up 24 per cent, offsetting a decline in linear advertising revenues. “The continued momentum behind ITV’s strategic transformation delivered strong growth in Studios and Digital revenues in the first half of the year, largely offsetting […]

July 27, 2023By Colin Mann

15.3m Italians watched SVoD platforms in March

The number of unique users of SVoD platforms in Italy was 15.3 million in March 2023, stable compared to the previous month, but down from 16.7 million in the same month in 2022. A report by Italy’s National Communications Authority (AgCom), shows that Netflix maintained the leadership position with an average of 8.9 million unique […]

July 25, 2023From Branislav Pekic in Rome

Research: Audio enhances media buyers’ plans

GroupM, WPP’s media investment group, has revealed the findings of its Europe Digital Audio Advertising Report 2023 produced by GroupM Nexus in partnership with advertising industry trade body IAB Europe. The report found two-thirds (66 per cent) of buyers plan to invest more in audio in the next 12 months. The report is based on […]

July 25, 2023

Nielsen, Comcast renew data licence deal

Audience measurement, data and analytics specialist Nielsen has agreed a multi-year data licence renewal with Comcast Corporation. Under the terms of the agreement, Nielsen will expand its use of Comcast’s return path data (RPD) in its national and local television and cross-media measurement services via its de-duplicated, audience measurement solution, Nielsen One. Nielsen will also […]

July 21, 2023

Study: Brands’ perception boosted by OTT ads

According to findings from a new report, Is TV just TV?, by Samsung Ads and Verve, brands that advertise on streaming platforms are perceived to be five times more modern and five times more innovative when compared to brands that advertise in non-streaming environments. These figures jumped to eight times and six times, respectively, for […]

July 13, 2023

Research: CTV ad overexposure harm brands, platforms

Repeated ad exposures might not be a new phenomenon, but it doesn’t make the experience any less annoying for viewers, 87 per cent of whom agree that they see too many of the same ads, according to research by media investment and intelligence company MAGNA’s Media Trials unit in partnership with Nexxen, a unified advertising […]

July 13, 2023