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TV & Video
TV’s brand-building benefits and mass reach are well understood but its consumption and delivery are 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.
With the possibility to capture and measure virtually every customer touch point from pre-consideration to post-sale, how do modern marketers consider and evaluate marketing, advertising and media effectiveness, balancing, for instance, long-term brand building and short-term conversions?
Here you will find guidance and best practice tips to help demonstrate the value of your marketing spend.Find out more about Marketing Effectiveness
Digital media platforms and automated (programmatic) buying of inventory across conventional media, has profoundly changed the way that advertisers can segment and plan to reach fragmented audiences.
However, it also challenges how audiences are measured, verified and traded and requires robust new tools and industry standards to support a healthy industry.Find out more about Audience Measurement