The tensions between attaining reach on connected television (CTV) and achieving precise targeting and frequency capping are no more, argues LG Ads’ head of research Justin Fromm. He suggests that investing in automatic content recognition data will help mitigate CTV’s measurement problems and result in a win-win for both advertisers and consumers.
TV rating and media measurement firm Nielsen is aiming to improve connected television (CTV) campaign planning by bringing its Nielsen Media Impact analytics tool to the streaming ecosystem.
ITV is betting big on bringing gaming to live TV, investing £2.5m in game developer Live Tech Games. The firm’s co-founder, Nathan Moore, says accessible games with mass appeal can future proof TV audiences.
The Drum has scoured System1’s database (which includes most UK TV ads) to learn what the best work was in January, weighed using a complex scoring algorithm and real audience feedback. Jon Evans, chief marketing officer at System1, talks us through why Asda, Tesco, Weetabix and more made the cut.