Category: Standards

Addressable TV halves channel switching and improves ad recall, claims Sky

Addressable TV cuts channel switching by 48% and boosts ad recall by 49%, according to data from Sky. Where the frequency of addressable ads was higher or equal to linear exposure, ad recall was boosted by 49%. With eMarketer forecasting that programmatic digital video ad spend will climb from £967m in 2017 to £1.58bn this year in the UK, the figures demonstrate how addressable TV can deliver ROI on marketing spend. Read More: www.thedrum.com

In #5G Social Media Advertising, AT&T Goes Old While Verizon Goes Male

There are some noteworthy differences in exactly how Verizon and AT&T are taking their 5G message to consumers on social media. Why is this important?According to numbers from advertising measurement company Zenith last year, Internet advertising has already surpassed TV as the world’s primary advertising medium. Read More: www.lightreading.com

The Rising Cost of Doing Business with Influencers

According to a January 2019 survey by influencer marketing service Mediakix, more than one-third of US marketers said the rising cost of influencers was a leading marketing challenge in this space. Klear, another influencer platform, surveyed more than 2,500 influencers between January and March 2019 to find the average payment per post based on platform and follower count. Read More: www.emarketer.com

Pay-TV Viewers Account For Half of OTT Viewing Hours

That being said, these figures should be taken with a grain of salt considering that cord-cutters seem to be getting more of a viewing fix from OTT – while this group only makes up a 19% share of total OTT households, they account for a 32% share of OTT viewing hours. It does look as though viewers are starting to spend more time watching OTT content than content on their DVR. In December 2018, OTT total viewing hours narrowly beat out DVR. By the end of Q1 2019, this gap widened as OTT hours grew to 5.5 million, while DVR hours remained largely unchanged. Read More: www.marketingcharts.com