Beyond Broadcast: Moving Toward Convergence with “Total TV” Advertising
Operating a multi-screen TV service can be a bit like competing in a triathlon. The best triathletes must master different disciplines, each of which requires different strengths and skills in very different environments.
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What Matters Most to Broadband Service Providers When Offering Small Business Broadband Services
In my previous blog I drew some comparisons of a Family Road trip vs a Tour Group road trip. I compared the two through the lens of a small business's broadband needs. Today I'd like to use that same road trip analogy, but from the perspective of the broadband provider's needs.
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Addressing the Unique Broadband Needs of Small Businesses
Imagine planning a road trip. For a family of four, you would need a car or SUV that anyone can drive and offers enough space and comfort for everyone. The vehicle should have various features to ensure comfort and get them from point A to point B without excessive cost or complexity.
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Beyond Broadcast: Realising the benefits of linear programmatic
In our blog, Beyond Broadcast: new approaches for localised digital advertising, we looked at how cloud connectivity enables targeted ads on broadcast devices and networks. Although these approaches primarily focused on localised or channel-based targeting, data-driven advertising methods such as programmatic are also possible.
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How a new recommendations engine led to gold with a 30% lift in conversion rates
In this Olympic year, I've been pondering the striking parallels between Olympic success and the vital role of pay TV operators in delivering content their subscribers desire (no judgment, please). Much like athletes' dedication to excellence in a fiercely competitive environment, pay TV operators must provide uncompromised, tailored content in their own competitive environment.
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Beyond Broadcast: New approaches for localised digital advertising
Since the advent of Broadcast TV, a premium has been put on the programs able to attract the largest live audiences. A combination of a compelling matchup between the Chiefs and the 49ers, a highly anticipated halftime concert from music icon Usher, and swarms of dedicated Swifties resulted in Super Bowl LVIII being the largest […]
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Going beyond the fundamentals of SSAI
If you’re in the business of TV advertising, you’ve probably seen the rapid growth of the Addressable TV Advertising market over the past decade. According to a recent report by Ampere Analysis, the Addressable TV Advertising space is projected to become an $87 billion market by 2027. As more and more TV advertisers make the […]
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Understanding the fundamentals of SSAI
It is 2024 and we are in the middle of a digital revolution where delivering TV advertisements is increasingly becoming more nuanced, precise, and targeted. For video content owners, publishers and advertisers across the spectrum, Dynamic Ad Insertion (DAI) is going to play a pivotal role in growing their ad business over the coming years. […]
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What’s driving the robust addressable TV market to even greater heights
Addressable TV Advertising, which already accounts for one-sixth of video ad spend according to Ampere Analysis, is on the cusp of a bull run. While “traditional” TV ad revenue is expected to continue to drop, global addressable revenue is growing big time – from a robust $56 billion in 2022 to an estimated $87 billion […]
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How CTV measurement can be used to boost ad campaign performance
With Connected TV (CTV) dominating living rooms across the world, advertising on it remains one of the most popular marketing channels. Unlike panel-based linear advertising, CTV ad campaigns can be measured more precisely and accurately due to their real-time, connected environment. Moreover, advertisers can also capture additional information such as IP address, device type, timestamp, […]
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Navigating content analytics in the age of profitability
If you’re in the content business – be it in a trillion plus dollar tech giant, a Hollywood studio, or a telco operated platform – profitability could be guiding all your decisions across markets and corporations. Profitability, which is not very far off the discounted cash-flow valuations fuelled by cheap capital, is back in the […]
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OTT Streaming is primed for content monetisation
A wise friend of mine once said, “People don’t want cable, they don’t even want to watch TV, they just want to laugh, and cry, and cheer, and learn.” He was reminding me that it’s not the technology that is important, but how TV connects with people in ways that other types of media cannot. […]
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