By Marie Giesbert, vice president, Marketing, FreeWheel, a Comcast company
Author:
Colby RamseyPublish date:
May 3, 2018Social count:
0
0
SHARES
TV and video advertising is locked in a constant battle to grab the attention of viewers, whose time is increasingly fragmented across delivery channels whether it be linear or digital, set-top box video on demand (STB VoD) or over-the-top (OTT). But while viewing might be increasingly disjointed, there's plenty of evidence to indicate it is still a thriving advertising channel.
TV advertising already has major weapons in its arsenal. It has great content, which will keep viewers coming back for more, and it is still the number one medium for reach, emotion and engagement. So how does it now capitalise on this prime position?
TV anywhere and everywhere
There is a danger of automatically placing TV in opposition to digital. But TV is not just a screen; it is a type of content that crosses both linear and digital. Ultimately, whether a viewer is catching up on their favourite show on a tablet during their commute or relaxing in front of the television set in their living room, it is all just TV to them.
What broadcasters and advertisers should be focusing on is how they can achieve incremental reach and provide the optimum viewer experience whatever device or platform is being used.
Convergence across the TV industry needs to work on a number of levels. Inventory pools should be created across all platforms and devices, no matter if it is desktop, STB VoD, OTT, or linear. By breaking the silos, the content remains king and the viewer does not feel any discrepancy between screens or ad loads.
Transaction models for TV and digital inventory tend to favour either programmatic or direct buying. Instead, the industry should take an agnostic approach and concentrate on making sure there is control and transparency in all transactions. Despite some bad press, programmatic is capable of providing both control and transparency when viewed as an automated transaction, rather than an automatic one.
The power of data
By using the rich data the industry has at its disposal to target users, TV advertising can become a connected part of the whole viewing journey. It's predicted that by 2022, 30 per cent of all audio-visual advertising and 10 per cent of linear TV ads will be delivered as addressable.
Partnerships between media brands and operators who own data allow different ads to be shown to different households watching the same programme. For example, addressable TV allows a national ad campaign to be broken down into local segments, so four different ads could be shown within the same slot. This creates more personalised and relevant ad campaigns.
Amplifying reach through alliances
The perfect way to leverage precious TV data is through publisher and broadcaster alliances. These unions recognise a media brand is just one touchpoint for viewers, but the power of an ad can be multiplied across collective brands.
Alliances offer a one-stop shop' for advertisers, making their lives easier while providing a framework with control and transparency. By working together, broadcasters can communicate with engaged audiences efficiently, and at scale. They can also increase their collective power to challenge the media giants who are increasingly snapping up ad revenues.
A recent example of broadcasters joining forces in this way is the European Broadcaster Exchange (EBX), made up of Mediaset in Italy and Spain, TF1 Groupe in France, The Prosiebensat.1 Group in Germany, and Channel 4 in the UK. Alliances such as these open up access to vast inventories. In the case of EBX, advertisers and operators working with these broadcasters can potentially reach 160 million viewers on VoD platforms across Europe.
There's a collective responsibility within the industry to support the Golden Age of TV' and see it become the Platinum Age of TV'. For publishers and broadcasters this is about recognising their common purpose and working together. For technology providers it is about creating solutions that provide transparency and control for both supply and demand. And for agencies and advertisers it's about trusting TV and its premium content as the most powerful way to generate emotions, tell a story and engage with viewers.
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
23/10/2025
A deadline is looming for a new carriage deal between Verizon's Fios TV and Nexstar, with both Verizon and the pay TV-backed American Television Alliance bl...
23/10/2025
NEW YORK During a high-profile session at NAB Show New York, new survey data was shared that revealed significant public concern over artificial intelligence (A...
23/10/2025
BELLEVUE, Wash. and NEW YORK Fox Weather has tapped T-Mobile has as its preferred communications provider and announced that all Fox Weather reporters are being...
23/10/2025
PBS and Amazon Web Services have announced the network is using generative AI to provide enhanced search results to viewers on the PBS App and PBS LearningMedia...
23/10/2025
Series three of the award winning, hit comedy entertainment series The 2 Johnnies Late Night Lock In is back on your screens, celebrating the very best of all t...
23/10/2025
Performances by Michael Flatley, Andy Irvine, Cuckoo's Nest, Foster and Allen and more
Friday 24 October, 8pm on RT One and RT Player
Fleadh Cheoil re...
23/10/2025
The nights grow longer and the shadows get bolder with Vampire The Masquerade: B...
22/10/2025
Prime Video Inks Deal To Present NFL Black Friday Game Worldwide By SVG Staff
Wednesday, October 22, 2025 - 10:06 am
Print This Story | Subscribe
Story ...
22/10/2025
NBA Tip-Off: ESPN Goes 1080p HDR End-to-End, Flipping HDR Switch on REMI and REM...
22/10/2025
FloSports Empowers Division II, III Athletic Departments With Turnkey Production...
22/10/2025
Wall Street Video Summit Debuts, Bringing Together 200 Financial Enterprise Vide...
22/10/2025
Dueling Pianos: International Chopin Piano Competition Is as Competitive as a Ba...
22/10/2025
In 1995, a young Colombian artist released an album that would change Latin pop ...
22/10/2025
Over the past few months, a photovoltaic system has been installed on a three-he...
22/10/2025
The Orion spacecraft for NASA's Artemis II mission is stacked on the Space Launch System (SLS) rocket in High Bay 3 of the Vehicle Assembly Building at Kenn...
22/10/2025
L3Harris' Hybrid SATCOM is resilient by design, offering path diversity that eliminates vulnerabilities by routing data across the best available networks i...
22/10/2025
WASHINGTON, D.C. Organizers of NAB Show New York said they are expecting more than 12,000 registered attendees from about 100 countries along with 260 exhibitor...
22/10/2025
WASHINGTON, D.C The organizers of The 2025 NAB Show New York have announced that they are expecting more than 12,000 registered attendees from about 100 countr...
22/10/2025
Masque Sound, a leading theatrical sound reinforcement, installation and design company, supplied an extensive gear package of professional-grade equipment for ...
22/10/2025
Lightware, a global leader in signal management and AV connectivity solutions, is seeing strong market momentum for the UCX-3x3-TPX-RX20, a compact transmitter-...
22/10/2025
MELVILLE, N.Y. Chyron has released PAINT 10.2, the latest update for its telestration platform, adding support for SMPTE ST 2110 IP workflows, expanding brandin...
22/10/2025
WASHINGTON Run3TV today said NBCUniversal is joining as an investor in the ATSC 3.0 Framework Authority, which develops the Run3TV NextGen TV application platfo...
22/10/2025
ATLANTA swXtch.io will feature two new networking solutions extending the company's reach across more cloud and on-prem workflows at NAB Show New York, set ...
22/10/2025
The Warner Bros. Discoverys HBO Max streaming services has increased prices for all its streaming tiers effectively immediately for new customers. Existing cust...
22/10/2025
LOS ANGELES OpenDrives has signed a new distribution partnership deal with Versatile Distribution Services (VDS) to strengthen its channel and streamline how it...
22/10/2025
WASHINGTON, D.C The organizers of The 2025 NAB Show New York have announced that they are expecting more than 12,000 registered attendees from about 100 countr...
22/10/2025
Samora Pinderhughes Brings Immersive Sound to Berklee's Signature Series The artist and composer, who's worked with Herbie Hancock, Robert Glasper, Co...
22/10/2025
BMI Day at Berklee Celebrates Composer Fil Eisler and Awards Scholarship to Stud...
22/10/2025
October 22nd, 2025 TRIBECA ANNOUNCES STAR-STUDDED LINEUP OF MEMBERSHIP EVENTS F...
22/10/2025
Rohde & Schwarz and TRUMPF cooperate in drone defense Rohde & Schwarz and TRUMPF partner to deliver a comprehensive drone defense solution combining Rohde & S...
22/10/2025
European Broadcaster Upgrades To Grass Valley's NativeIP LDX 135 Cameras And...
22/10/2025
Everyone Gets a Better Deal on Verizon with New FOX One Perk The $15 FOX One streaming service perk is yet another way Verizon continues to add savings for cu...
22/10/2025
First Look Hidden Assets Series 3
Premieres on 9th November 9:30pm on RT One & RT Player
WATCH HERE Promo Link: Hidden Assets Series 3 | RT
The Crimin...
21/10/2025
NAB New York 2025: Although AES Show Is on Its Own, Audio Will Be a Major Part o...
21/10/2025
NAB New York 2025: Business of Broadcast and Media,' Future of Content'...
21/10/2025
SVG All-Stars: Ethan Folz, Senior Director, Digital Operations and Quality of Ex...
21/10/2025
NBA on NBC/Peacock: Livestream Offers Graphic Overlays, Predictive Gaming, Ancil...
21/10/2025
NBA on NBC/Peacock: At the Front Bench With Producer Frank DiGraci and Director ...
21/10/2025
NBA on NBC/Peacock: NBC Sports, NEP Build Ultra-Flexible Production Plan That Se...
21/10/2025
Indigenous storytelling has been at the heart of the work of the Sundance Instit...
21/10/2025
Top L-R: Mysterious Skin, American Dream Second Row L-R: Little Miss Sunshine, D...
21/10/2025
Last week, Spotify and Columbia Records transformed Pier 4 at the Brooklyn Army ...
21/10/2025
SBS Learn's Dharug Ngurra resource empowers classrooms to meaningfully celeb...
21/10/2025
As global operators simplify and evolve their digital platforms, NPS improvement...
21/10/2025
Critical Design Review completion is a key milestone on the path toward Wideband Global Satellite Communications certification for the network in 2026, opening ...
21/10/2025
New Australian undersea training range to implement and improve warfighting tactics, proficiency and safety; enable joint/allied training that contributes to pr...
21/10/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
21/10/2025
September, the beginning of autumn, brought an expected revival to the TV market, largely due to the new fall TV schedules. The time spent in front of the TV sc...
By Marie Giesbert, vice president, Marketing, FreeWheel, a Comcast company
