TV is in good health. As the proven brand-building medium, advertising revenues remain healthy with the global TV market estimated to be worth $223 billion in 2017.
But it’s going through a period of radical change
Digital revenues (including online video) are estimated to total $182 billion in 2017. Online video advertising is learning to adapt and change as many of the boundaries that once separated online video and broadcast TV become invisible, and viewers increasingly use the single word ‘television’ for all forms of video viewing.
TV measurement extends from TV (Television) to TV (Total Video)
Last year Kantar Media unveiled the evolution from TV to … TV. Through a hybrid, cross-platform approach Norway, the UK, Hong Kong, Turkey and other markets have taken steps to realise this. We can extend this even further as we consider a cross-media view to enable agencies, advertisers and media owners to plan and sell in a more holistic way than ever before.
But many have argued we’re at our own “virtual cross-roads”
The need for collaboration has never been greater through a shared, common interest to advance media measurement. Whilst we embrace new opportunities to integrate new and existing data sources, it must be balanced with the need for industry standards. Standards which enable business decisions grounded in quality, trusted data
At the 2017 Summit we looked to the FUTVRE, together