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Last month Netflix finally answered advertisers’ prayers by saying it would introduce ads to its platform after a decade of resisting. Although the news was met with excitement, it’s clear Netflix has a task on its hands with complex barriers to overcome. We catch up with The Drum’s Future of TV advisory panel, which has a few questions for Netflix.
As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler have launched a podcast series, TV Talks. This week we digest the introduction of ads on Netflix uncovering the multiple barriers that stand in its way.
This week’s Future of TV Briefing picks out some of the big questions that TV and streaming ad buyers are puzzling over as Netflix prepares to launch an ad-supported tier.
The Drum has stepped up its TV advertising coverage with the launch of a weekly industry newsletter, the TV Talks podcast, the formation of an advisory council, and some key hires and promotions. TV is in the midst of a reinvention and we’ll be there to mark the moment in our new dedicated hub.
/PRNewswire/ -- Interactive Advertising Bureau (IAB), the digital media and marketing trade association, announced the agenda for its annual IAB Brand...
What are the biggest changes media buyers are seeing in TV? The 2021 TV upfronts are underway, and they are like no other. The pandemic had an indelible effect on how consumers view content and the marketplace is being forced to react. As part of our deep dive into the future of TV, The Drum asks three top media buyers to offer their assessment of the biggest changes they are seeing right now. Here’s what they have to say... 1. Network ratings erosion. Anyone see the Oscars? That’s a rhetorical question. Ratings crashed 58% to an all-time low. Yet while the amount of broadcast viewers is getting smaller, pricing is getting higher. As media buyers are looking to satisfy clients’ reach and frequency goals, the amount of gross rating points (GRPs) just aren’t going to be there. This creates two problems. One: since there is limited supply, the networks can charge more because the demand will be there. Two: media buyers are now challenged with making up for those lost reach and frequency goals elsewhere, which means they need to navigate the wildly fragmented streaming and social video landscape.
/PRNewswire/ -- OpenAP, the advanced advertising company bringing simplicity and scale to audience-based campaigns in television, today announced the launch of...
OpenAP Unveils OpenID, A Unique Identifier Offers A Common Identity Framework For TV tvnewscheck.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from tvnewscheck.com Daily Mail and Mail on Sunday newspapers.
The Drum's senior reporter and media correspondent John McCarthy rounds up the latest media trends and developments. Also available in your inbox every Thursday as The Drum's Future of Media email briefing. Sign up here. Future of Media: top trends, CMA vs Privacy Sandbox, and AR news This is an extract from The Drum’s Future of Media briefing. You can subscribe to it here if you’d like it your inbox once a week. John McCarthy here with the second Future of Media briefing of 2021. How does it feel to be in the future? Does it feel the same? Well it isn't, change
By Tilde Herrera-11 January 2021 11:00am Expect more B2B marketers to be coming to a screen near you. B2B marketers recently represented just a small portion of CTV ad dollars. But the ability to target homebound business decision makers via this rapidly growing platform is now proving more alluring. Here’s what the experts are saying about the shift of B2B ad dollars shift to streaming. Business decision makers are not going to be returning to their offices any time soon. Nor will they be attending live events, previously a cornerstone of business-to-business (B2B) marketing. This has made connected TV, which had been very low within the consideration set, a much more attractive option for B2B marketers looking for a captive audience.