Brands risk being left in the dark as TV advertising landscape shifts, data firm warns
TV data and effectiveness firm Adgile has seen its Australian client base more than double from last year, with its stable of brands now accounting for 20 per cent of all TV advertising spend.
Adgile, which specialises in tracking ad placements and sponsorship integrations in live sport and tent-pole programming across both linear and streaming TV, now has 14 of the 20 largest, top-spending Australian TV advertisers subscribed to its platform, and boasts some 125 brands in total.
“The TV landscape has changed rapidly and legacy competitive data is just not up to the task,” Adgile managing director Shaun Lohman said.
“The choices available for brands to spend their TV dollars on have exploded, and unless all major investment options are being tracked, then it’s likely that an advertisers’ understanding of their competitive landscape is flawed.”
Lohman added the use of the company’s Automated Content Recognition (ACR) technology by broadcasters for in-program sponsorship verification helped find a gap in marketers’ competitive intelligence.
“The growing number of brands sponsoring major programming, and the growing live streaming audience, completely changes competitive analysis and understanding for all categories.”
Adgile chief customer officer Craig Service said: “Much of our growth this year is organic, from brands asking questions that legacy data suppliers just can’t answer.”
“Having real-time visibility of competitor strategic investment across linear and VOD, spots and sponsorships ensures they are not left exposed.”
Sorry other John … don’t have the time and space to list a few million names.
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Can you provide the name of a person under the age of 35 who still engages in watching broadcast television without any subscription?
Broadcast television is considered obsolete and no longer relevant in today’s media landscape.
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