Find out how a single-market media buying strategy—particularly in a top designated market area like New York—can be the key to a profitable and successful campaign. Hear from New York Interconnect’s Tom McLoughlin, vice president, regional sales, and Jason Swartz, vice president, advanced advertising and new business for national sales, in conversation with Canvas Worldwide’s Eveliza Jimenez, vice president and director, local investment, and News 12’s Manoj Shamdasani, vice president, programming and brand partnership.

The Nordic region has taken to subscription streaming services at some of the fastest rates in Western Europe, and indeed the world. Thanks to the local appetite for foreign content, and these services’ appetite for subscribers, the audience there will keep expanding for the foreseeable future.

The TV set saw something of a renaissance during lockdown, with captive audiences reaching for the remote control that gave them access to the biggest screen in the house. And these TVs are increasingly unlikely to be “dumb” TVs that receive just a cable/aerial/satellite signal.

“Further boosts will come from its new sports broadcasting contracts, as well as its deals with local TV stations,” Lau said. Amazon has ramped up its offerings and invested more in the country. Amazon’s acquisition of the live broadcasting rights of the UEFA Champions League—which is immensely popular in Germany—is expected to boost Prime Video viewership.

eMarketer principal analysts Mark Dolliver and Debra Aho Williamson, senior forecasting analyst Oscar Orozco and vice president of content studio at Insider Intelligence Paul Verna discuss the latest TikTok news, how much current events should be referenced in ads, Peacock's new voice ads, a local TV station streaming service, Amazon getting really close to drone deliveries, how far we are from actual flying cars, and more.

As chief marketing and innovation officer of Diageo North America, Edward Pilkington is responsible for maintaining some of the largest spirits brands in the world—among them Captain Morgan, Crown Royal and Smirnoff. While TV and out-of-home (OOH) advertising still play a large part in the mix, Pilkington has strongly embraced digital to help fit these global brands within the context of a local audience.

Its success in China and India largely stems from the fact that digital video services offer a breadth and depth of options that local TV does not. Mobile video apps, too, serve both countries’ young consumers where they already are (on smartphones), which TV cannot.

Lazada and Shopee have content-commerce partnerships with local media, including TV networks and ad agencies, to promote sales festivals as well as their broader ecommerce offerings.

“We saw a 9% increase in member conversation about supporting local businesses, and 63% of members claimed that they were going to frequent their local business,” she said. “I think that ‘return to local’ is a theme that’s going to stay. Local businesses pivoted quickly to stay relevant, and that innovation out of necessity became a real thing for them.”. Key Takeaways.

The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

Addressable and programmatic TV ad spending continues to rise as the TV industry undergoes technological change.

Western Europe showed a strong increase in SVOD platform adoption in recent years, a trend that is driven by US players such as Netflix and Amazon Prime Video, as well as newer streaming services and local players entering the market. The streaming wars are about to hit Western Europe, driving exponential growth in both subscription OTT and Netflix adoption.

eMarketer vice president of forecasting Monica Peart elucidates the reasons behind Netflix’s success in Mexico.

These increases are common to what happens at local TV companies during election years, where the bulk of political ad spending is concentrated in the last eight weeks before the election. At demand-side platform (DSP) Centro, CTV accounted for 25% of the programmatic political ad dollars that went through its system between January 1 and October 5, 2020.