Internet: Integration effects with TV

 

This case study for the British Army in integrated digital communications details how a co-operative of agencies across all marketing disciplines and the client worked together in one location to achi ...

The CompareTheMarket.com case study is a story about the creation of a meerkat who became a social media cult hero with a hugely popular website created specifically for the campaign, CompareTheMeerka ...

The article discusses the difficulties involved in television campaigns designed to drive viewers online. One problem is that TV viewing and the internet are distinct activities for different times of

Advertisers have been slow to harness the potential of video-on-demand (VoD). The article discusses the barriers to engaging with the medium: siloed company structures, failure to understand why audie

The author argues that internet and TV, so far from being opposed, are in fact helping each other grow. Two reasons for this: 1) internet's technology adds space for TV's content; 2) broadcast TV can

The article describes how American consumers are using TV, internet and mobiles, based on data from meter panels, single-source measurements and data fusion. Statistics are shown for different age gro

With continual new developments in internet technology comes the necessity to constantly reexamine marketing strategies and techniques for advertising online. Realising that consumers have the control ...

WARC Online's media editor Laura James analyses the main media trends across the 14 winning campaigns of the 2008 Euro Effie Awards. She discusses campaigns for brands such as Intel, Audi, Dove, McDon ...

The ABC Television Network has undertaken a series of research projects to understand the effectiveness of advertising in online streaming of TV episodes on ABC.com. The results of the current study s ...

Online TV viewing is a rapidly-growing medium, and this reviews a new streaming report which enables programme performance evaluation, by combining actual TV ratings with the number of requested strea ...

This article details research by Thinbox and the IAB into the interaction between TV and the internet. By studying the most 'tech-savvy' of the UK population - around 25% of the total - the results gi ...

Online video is an increasingly important area for advertisers, but one which also presents a variety of challenges, not least the ongoing debate over whether advertising around some types of online v ...

E4, the UK entertainment channel, created a hit youth TV show, Skins, using MySpace and user-generated content in an integrated multimedia campaign. It delivered an estimated 27% return and an award-w ...

As consumer interest in online video rises, leading advertisers are building a bridge between television and the web. When used effectively, such a strategy allows for the combination of TV's unmatche ...

The rapid growth of online and digital advertising has led many to ask whether traditional mass communications like television commercials and direct mail have a future. However, it seems that both ol ...

Online is taking an ever-increasing share of adspend, and is increasingly dominating the thoughts of marketers. The internet has certain unique characteristics, and more and more people now have high ...

This report discusses and provides information on the growing trend for traditional broadcasters of TV and radio in the US to distribute their content via the Internet.

Patrick Christian, founder and managing director of Packet Vision, describes the exciting world of Internet Protocol Television (IPTV), where TV programmes are delivered via broadband networks to stan ...

Broadcasting over the internet presents a new frontier for media and advertising industries to conquer. At the local level, the greatest asset of a television station is its "localism" - with the audi ...

Joe Mandese ponders the convergence of TV and broadband internet communications in the US. As TV companies increasingly distribute programmes via the internet, advertising companies are having to reth ...

Bill Havlena, vice president of research analytics at Dynamic Logic, NY, puts the case for combining TV with online advertising. Based on the evaluation of 27 campaigns researched using Dynamic Logic ...

The authors develop and test a comprehensive model for media selection utilising the Analytic Network Process (ANP). ANP is a flexible and powerful multi-attribute decision aid developed by Saaty (199 ...

Justin Kirby, founder and managing director of Digital Media Communications, believes that ‘word of mouse’ activities are becoming increasingly important as part of integrated marketing campaigns. ‘Wo ...

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, Sept ...

Joe Mandese, in his regular review of US ad practice, discusses how TV-centricity (persistent obsession with the TV medium) is guiding the thinking about planning other media – especially broadband in ...

This paper compared the strategic differences between telcoms and cable television firms in the United States based on a proposed strategic architecture that depicts the roles of various channel membe ...

This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertisin ...

Ian Johnson asks 'Can streamed ads revitalise online campaigns?'. His article considers the current state of advertising streaming, the benefit to advertisers, the reaction of consumers and the challe ...

In the light of the failure of many Internet companies the author, from the Walt Disney Internet Group, considers the future of the Internet as an advertising medium and its integration with tradition ...

In early 2001, the author looks at the challenges and opportunities for ABC Unlimited, an integrated sales and marketing venture, in the USA - especially in the area of network television