ThinkTV welcomes leading academic’s call for a review of video viewability standards
Posted on 14th September 2017 in Media Releases
Posted on 14th September 2017 in Media Releases
Kim Portrate, chief executive of ThinkTV, has welcomed a call today by the renowned marketing science academic Professor Karen Nelson-Field for the global advertising industry to review the current MRC viewability standard for video advertising.
Speaking at ReThinkTV in Sydney, Ms Portrate said: “Last year we asked Karen to help us understand how TV works. We had no inkling that the results of her work would lead us to understand how the current video advertising standards were short-changing brands.
“Karen’s findings are illuminating, and quite frankly, alarming, which is why ThinkTV supports her call for a review of video advertising standards.
“The science is in: there is value in the impressions which meet the current minimum standard but this study demonstrates there is room to improve the impact and effectiveness of video advertising. It’s also an opportunity to reconsider how we choose video advertising platforms and what kind of return they deliver on the metrics that matter most – attention and sales impact– because these are the two that drive growth.
“ThinkTV is working through these findings with our shareholders to ensure we are providing robust and relevant metrics for TV – broadcast, IP delivered and catch up – in all its forms, across all devices – to ensure you are getting the best out of today’s TV experience. Because, in the end, it is what advertisers deserve when they invest with us.”
News / Media Releases / 5th Aug 2020
TV outperforms the broader advertising market recording a 13.7% drop in revenue for the 12 months to June 30. ThinkTV has today announced the total TV advertising revenue figures for […]
News / Media Releases / 1st Jun 2020
TV is the most influential channel for encouraging downloads of the COVIDSafe app with Australians labelling Facebook and YouTube “untrustworthy” in providing vital information during CV-19 according to new study. […]
News / Media Releases / 4th May 2020
Australia’s leading premium content creation companies have joined together to launch a campaign alerting marketers to the competitive advantages of maintaining advertising investment during CV-19. The ‘When they go dark, […]
News / Media Releases / 5th Feb 2020
BVOD, Australia’s fastest-growing advertising medium, saw a revenue increase of 42.8% for the same period ThinkTV has today announced the total TV advertising revenue figures for the 12 and six […]
News / Media Releases / 2nd Dec 2019
The buying platform will allow agencies to monetise the datasets provided by the forthcoming VOZ database and simplify the buying of TV across platforms In a world-first, Australian broadcasters have […]
News / Media Releases / 7th Aug 2019
ThinkTV has today announced the Total TV advertising revenue figures for the six months to June 30, 2019, and the 12 months to June 30, 2019. The total TV market, […]
News / Media Releases / 4th Mar 2019
Viewing of commercial Broadcaster Video On Demand jumped 43% to a new record in February versus a year earlier as Australians watched more TV content on connected devices, anywhere, at […]
News / Media Releases / 28th Feb 2019
In an Australian exclusive, Peter Field, co-author of the globally acclaimed marketing book IPA: The Long & the Short of It, is to lead the most comprehensive investigation ever into […]
News / Media Releases / 25th Feb 2019
Groundbreaking research from Dr. Karen Nelson-Field, Professor of Media Innovation at University of Adelaide, reveals that brands which advertise on both broadcast TV and Broadcaster Video On Demand get more […]
News / Media Releases / 7th Feb 2019
ThinkTV today announced the Total TV advertising revenue figures for the six months to December 31, 2018. The Total TV market including metropolitan free-to-air, regional free-to-air and subscription TV recorded […]