Television is losing ground by some measures among marketers but remains a powerful way to shape consumer behavior. A Drum/TiVo panel on the future of TV explores the possibilities of tracking cross-platform journeys and data gathering that links consumers' actions to ad exposures.
Cable companies including Comcast, Charter Communications and Mediacom took proactive measures in the Florida Panhandle as the category 4 Hurricane Michael made landfall last week. Some opened up free Wi-Fi hot spots for the affected areas and added extra personnel on the front lines to get services restored quickly.
Executives at Advertising Week talked about the best ways to reach younger audiences, who are viewing content in myriad ways, including traditional TV, mobile and over-the-top streaming. Key topics included the need for powerful storytelling, the value of six-second ads and building trust through authenticity.
WE tv will debut the digitally popular "Extreme Love" as an eight-part, hourlong reality show that presents unusual love stories. The short version of the series had a huge following on Facebook and YouTube's Barcroft TV channel, which has produced content for Animal Planet and Netflix.
Seventy-three percent of over-the-top video viewers watch ad-supported content, with 43% of those reporting they watch ad-supported video more than other streaming options, a new Interactive Advertising Bureau report found. "ASV OTT viewers are more receptive to advertising than either SVOD OTT or TV Only viewers" and "[m]any report they enjoy interacting with ads," the findings state.
Pharma TV advertising reached $1.19 billion through September, an increase of 12% over last year, according to iSpot.tv. AbbVie's Humira is at the top of the pharma TV advertising list, with Pfizer's Lyrica and Bristol-Myers Squibb and Pfizer's Eliquis taking the second and third spots, respectively.
Lincoln was the top ad spender among automakers in September for a single TV spot, investing $14.3 million to tout its 2019 MKC in "Waze World," according to Alphonso. Lexus took the second and third place with a combined ad spend of $24.6 million for "Stolen" and "Why Bother" to promote the Lexus ES.
Energy BBDO's new spot for Home Instead Senior Care highlights the difficult time for families when they must decide whether an elderly relative should leave their home to receive care. "The Third Stair" shows an aging dad emotionally reminisce about the family house and his deceased wife, before his daughter tells him that with the brand's personalized services he doesn't need to leave home.
Ships at a distance have every man's wish on board.
Zora Neale Hurston, author and anthropologist
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