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Measuring Online Advertising Engagement
NMA helpfully publishes a letter from Sorosh Tavakoli of Videoplaza, pointing out that to measure audience engagement and time spent with clients advertising - publishers have to up their game and getter a \'built for video\' ad server.
NMA Sept 24, 2009 (24th September 2009)
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BP using its own promotional programme
Launch Group approached Partners in Television to find a way to get a promotional programme for BP Fuels on air. The result was Drive Greener and Save Money with Quentin Willson. Use the link to see how Marketing Week reported this novel approach to TV based communications
Drive Greener and Save Money with Quentin Willson (18th July 2008)
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People Prices Planet
Read how the trade press viewed ASDA's smart use of its own TV programme to communicate its "sustainability" strategy.
ASDA (6th May 2008)
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Vision without the telly
Guesting on Broadband TV news Bill Gash wonders whether young people in the communications industry are out of touch
Vision without the Telly (3rd May 2008)
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Television needs accurate audience measurement
In a multi-channel, multi-platform era, where viewers can choose more of what they watch and when, the industry needs to improve audience measurement and track engagement, not simply audience size.
Media Week Letters (20th November 2007)
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Will branded content work for your brand?
Given the opportunities now available Brands should consider using their own programmes to inform, engage and activate their audience.
Media Week Letters (27th June 2007)
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Be adventurous with online video
Bill Gash warns of the risks of applying the 30 second spot to online video advertising and encourages brands to be bolder.
Media Week Letters (22nd May 2007)
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Incubating New Channels
Online TV channels can now also target TV viewers by 'incubating' their channels on Sky Digital's platform
Broadcasting broadband channels (14th May 2007)
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Brandcasting
Brands can now deliver their own branded content online or via digital TV to engage their audience.
Brand Republic (7th January 2007)
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Viewer choice is what is driving TV hardware
The article was published in New Media Age on 28/4/2005. Bill Gash reports on the impact of DVRs and VOD systems on viewer behaviour.
NMA Opinion (28th April 2005)
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Dead set
Dominic Dudley, writing in New Media Age, looks at Television's future in an on-demand world and asks Bill Gash of Partners in TV for his own view
Dead Set - TV on-demand (2nd December 2004)
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Fortune Favours the Brave
Bill Gash, writing for Sports Business International, looks at the impact broadband is having on sports as a delivery channel for premium content. Now niche sports can reach millions of fans worldwide and offer video as free, sponsored or paid for content.
Sports Business International (1st October 2004)
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iTV's Big Gamble
ITV, the UK's largest commercial broadcaster in terms of audience reach and advertising revenues, has finally launched an interactive TV capability. Bill Gash comments on their prospects for advertising, given their preference to keep viewers in the broadcast stream and the attraction to brand advertisers of applications that do just the opposite. The extract here appeared in a feature written by Meg Carter which included an interview with Jane Marshall, Controller of Interactive for ITV . The full story can be found on the Media Guardian site http://www.mediaguardian.co.uk
Media Guardian (24th November 2003)
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British Market Research Association
The BMRA is the UK Trade body representing the market research industry. It has cited the IPA Beyond the Red Button Report in its latest news letter and on the Industry page of its web site. Use the link and scroll down to locate the item.
www.bmra.org.uk (1st March 2003)
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Going Beyond the Red Button
Julian Clover, Editor of Broadband TV News adds his own views on interactive TV. According to a recent presentation made by Scott Gronmark of the BBC, viewers are more likely to interact when invited to by a show's presenter. How long before a TV ad tells the viewer to use their remote to find out more?
Broadband TV News (21st February 2003)
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Media File : Ad industry discovers a ticking bomb
Graham Lovelace contrasts recent research FROM London Business School on TV advertising's effectiveness with the IPA's report - Beyond the Red Button. Can interactivity provide the solution to ad avoidance?
The Business (9th February 2003)
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Now is the time to buy into iTV advertising
Interactive advertising turned up to the media party a couple of years ago, just when the recession was starting to bite and budgets were being slashed left, right and centre. But, as the media industry settles itself INTO the recovery position, the commercial opportunities offered by digital TV are back on the agenda and agencies, brands and sales houses are not shying away FROM investing.
Mediaweek (6th February 2003)
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IPA Urges Brands to Explore iTV
A new report FROM The Institute for Practitioners in Advertising (IPA) attempts to encourage large name advertisers to experiment with the nascent iTV platforms now available to them. The ÔBeyond The Red ButtonÕ report suggests that advertisers should be more adventurous, not only exploring tradition direct response iTV advertising but by hosting interactive sponsorship around popular programmes.
Europemedia.net (4th February 2003)
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UK Trade Body Calls on Advertisers and Ad Agencies to Embrace ITV
UK trade organization, The Institute for Practitioners in Advertising (IPA), has published a report "Beyond The Red Button," (prepared by ITV consultant, Bill Gash) that calls on the advertising industry and advertisers alike to embrace interactive television
Tracy Swedlow's Interactive TV Today (4th February 2003)
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Advertisers need to harness interactivity says IPA
LONDON - Interactive TV can play an important part of a company's brand communications strategy rather than just a response mechanism for driving up customer data, a new report FROM the IPA has suggested.
Brand Republic - Revolution Online (3rd February 2003)
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IPA urges brands to adopt interactive TV ads
Advertising trade body, The Institute for Practitioners in Advertising, has urged big brand advertisers to try out iTV advertising this year in a bid to take advantage of the growing popularity of the nascent medium...
New Media Zero (30th January 2003)
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Press Release January 30th 2003
A report on the commercial market for interactive TV in the UK Beyond the Red Button is published today authored by Bill Gash, of interactive television consultancy "Partners in Television", on behalf of the IPA.
Partners in TV (30th January 2003)
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Interactive television is blossoming...
Media Week reports on the IPA's "Beyond the Red Button" report by Bill Gash. The study illustrates some of the most innovative examples of interactive advertising and programming in the UK.
Media Week (30th January 2003)
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Here to stay- a Review of 2004
In NMA's round up of 2004, Bill Gash explains why broadband is here to stay - so let's find ways to make it profitable
NMA 2004 Round Up (16th December 2002)
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Comment - Learning to keep up with the interactive generation
Bill Gash reports on the interest in iTV at IBC 2002 in Amsterdam.
New Media Age (10th October 2002)
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Interactive TV back in favour at the Edinburgh TV Festival
ITVT covered the Guardian International Edinburgh Television Festival in August. According to Bill Gash the TV industry is coming back to interactivity with well attended sessions and a little less scepticism this year. Its all about creating better TV and generate new revenues.
Interactive TV Today (11th September 2002)
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If TV must take bigger risks, then surely advertising should follow its lead
Bill Gash argues that the TV advertising business could learn more FROM understanding how broadcasters are using interactivity to attract audiences and generate new revenue.
Campaign (6th September 2002)
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