Media owners face the dual challenge of building a brand that people choose to spend time with, and demonstrating to advertisers that their platform can deliver the right audiences and impact. In order to do that they need to be able to prove the unique value they bring, whether comparing or by showcasing what they do really well.
Ad blockers have become an increasing worry for online publishers with their ease of access and growth in popularity. The discussion around how best to deal with the challenges publishers face remains an ongoing one. But, what is it about online advertising in the first place that makes people want to take active steps to avoid it?
With content that follows you, more seamless interplay between screens, personalisation and deeper levels of immersion, the future of television looks more exciting than ever.
From real-time optimisation, to storylines that progress across different screens, Ipsos Connect's Beckie Goodfield in Mediatel examines the game-changing developments for TV and its advertising.
Content is the touchpoint du jour for more and more marketers. In this thought piece Ipsos Connect's Eleanor Thornton-Firkin explores the framework for successful branded content and resonance with people for the content, platform, and brand.
