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.

“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.

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.

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.

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.

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.

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.

Meanwhile, national advertisers are looking to expand their search for addressable TV, exploring options outside the crowded 2-minute local TV window. The notion of tapping the 15 hourly minutes of national TV inventory for addressable TV advertising has been in play for a number of years.

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

It shared more details about its One Platform advertising product, which is designed to allow marketers to centralize their TV and digital video ad buying across NBCU properties. And it launched a new advertising group to sell streaming video ads for its local TV stations. Comcast also acquired the ad-supported streaming video service Xumo.