Tag: tv

IAB: OTT Viewers Notice Ads, Discuss Brands

More consumers are choosing to watch OTT TV these days. It’s only fair to ask if these viewers are noticing marketers’ messages, especially if they’re enjoying a favorite program with friends or family members.

60% of Consumers Say TV is Most Entertaining Ad Format

Marketers remain enthralled with the effectiveness of TV advertising. And while consumers agree that TV ads are the most entertaining, they also rate them as highly intrusive. Morning Consult’s new study contains everything your clients need to know about consumer attitudes regarding advertising in all formats.

Marketers Reach Out to Second Screeners through Social Media

As Twitter prepares for its IPO, we can all expect to hear a lot more about how important the service is to consumers who watch TV. Facebook has also been busy proving that its service is vital to TV viewers who share their feelings about shows and sporting events they’re watching. In both cases, the services are courting TV marketers.

Growth of OTT Audience Drives Network and Ad Changes

TV still accounts for over 50% of paid advertising. But that format is feeling pressure as more consumers turn to different media. Of particular concern is the younger generation, according to NPD. An increasing number of 18-34 year olds are watching video content with the help of over-the-top (OTT) devices instead of tuning into programming delivered by pay or broadcast TV service.

TV Ad Format Maintains Strength Over Online Video for Small and Large Marketers

Several studies have been released lately comparing the benefits and metrics of TV ads, both local and national, to online video. Placemedia, launched by Viamedia, aims to help national brands place ads through an automated exchange and has released its own take on TV marketing. The firm’s survey of advertising executives reveals that these professionals believe in the power of TV, especially when ads are optimally positioned at the right audience.

Cross-Platform Campaigns Generating Big Returns

Marketers are constantly looking for proof that their cross-channel campaigns are working. A new study carried out by Comcast Media 30 with TiVo Research and Analytics (TRA) delivers evidence that multi-screen campaigns reach separate audiences in distinct ways and drive sales long after the campaign ends.

Short-Term TV Advertising Outlook Improving

Marketers are spending more on national and cable TV than forecasters originally predicted for this year though the longer range outlook for the medium is a little weaker than analysts expected at the start of 2013. In addition, marketers appear to be shifting some of their digital spending from paid search into Facebook’s Promoted Posts. These trends will have a significant impact on key media companies according to a new Pivotal Research release on advertising, authored by Brian Wieser.

Marketers Targeting Latinas via TV and Social Media

Poised to increase their share of the U.S. population from 17% to 23% in the next 20 years, Hispanics, in general, will remain a major market force. At the same time, Latinas appear to be on a similar socio-economic track with their white counterparts. These women are making significant gains in education and employment. This trend gives them increasing control over the $1.2 trillion in Hispanic buying power. Marketers ignore this demographic at their own risk according to Nielsen’s Latina Report 2013.

Marketers to Reach Consumers by Advertising on TV News

One time-proven way for marketers to connect with consumers is to advertise on news sources. Consumers of all ages are eager to know what’s going on, not just in their towns, but on a national basis as well. The favorite sources for news are changing somewhat in the digital era, but TV remains a favorite, according to the results of a recent Gallup poll.

New TV Media Company Model to Attract Marketers

Cable TV operators are rolling out new services to stop more consumers from cutting the cord. TV viewers between the ages of 18-34 are more likely than those in other age groups to cancel their paid subscriptions. In a State of the Industry report, Pivot, from Participant Media, argues that offering the right types of packages to these consumers is the way to increase viewership and the revenue that comes from subscriptions and ad dollars.

TV to Maintain Top Ad Channel Status through 2017

Every year, PriceWaterhouseCoopers (PwC) releases its Global Entertainment and Media (E&M) Outlook. The research projects spending in the advertising, consumer demand for content, and consumer access fee categories. Between now and 2017, PwC analysts believe the global spending in these sectors will increase by 5.6% (compound annual growth rate) to $2.2 trillion.

Social Media Use to Boost Brand Campaigns on Traditional Media

Media companies are seeking ways to connect with consumers who use social media while watching TV. Knowing who uses social media and in which ways can help media companies sell their programming to marketers. A new TVB study released on this topic, 2013 Cultural Currency, has identified how consumers are engaging with specific social platforms as they watch TV.

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