TV & Video

TV’s brand-building benefits and mass reach are well understood but its consumption and delivery is undergoing significant change.

As audiences fragment and take charge of their viewing choices, including across ad-free subscription services, and short form entertainment, the linear concept is making way for a new multi-channel, multi-platform, device-neutral environment. This presents brands with new opportunities and challenges.

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Effectiveness

Being able to measure advertising effectiveness is key for the industry.

However, with an ever-growing number of platforms available to advertise and ever more complex attribution modelling, evaluating the true impact of a campaign and your ad spend has become ever more challenging. The team at ISBA is here to help you navigate the current landscape and make the most of your spend. 

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Measurement

Media fragmentation makes it harder to accurately measure the value of advertising campaigns.

With the rapid adoption of digital technology, such as smartphones, tablets and web-enabled TV devices, there is greater need to provide more accurate information about the increasingly ‘digital’ audience. The ISBA team is working to ensure our members have access to adequate, transparent and relevant data. 

Image of Further information on measurement issues can be found here Further information on measurement issues can be found here