『Commercial Break』のカバーアート

Commercial Break

Commercial Break

著者： Ian Jindal
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 Commercial Break - Ian Jindal interviews leaders and changemakers in the CTV/AddressableTV sector, and the intersections with direct-to-consumer performance marketing and brand-building. We talk to brands, broadcasters, agencies, technologists and retailers about the trends, opportunities and business of TV. Season 1 develops the agenda in the run-up to the RetailX.events CTV Summit on 14 May, 2026 in London(c) RetailX 2025
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  • CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv

    CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv
    2025/11/29
    Lindsey Clay explains how TV has evolved from purely linear broadcasting into a broad, addressable ecosystem – and why it remains both the most effective and most trusted advertising medium. The conversation explores what truly constitutes “TV” (and why YouTube doesn’t), the shift to on-demand and internet delivery, the rise of addressable TV, and advertisers' increasing demands for data, targeting, and demonstrable outcomes. Key themes include TV’s regulatory and quality foundations, the role of addressable products like Sky AdSmart and broadcaster VOD, and why TV is the “battery that charges other media”.————————Points of Note Thinkbox was founded in 2005 as the marketing body for commercial TV in the UK, later than many other media bodies because TV historically felt it did not need promotionThinkbox is funded by UK commercial broadcasters and exists to: Champion and defend TV as an advertising mediumAct as the “home of TV advertising”Provide a trusted guide to TV’s future for marketers and agenciesCreativity is highlighted as one of TV’s “superpowers”, in both content and advertising————————- Thinkbox was founded in 2005 as the UK marketing body for commercial TV - Funded by commercial broadcasters; positions itself as “the home of TV advertising” - Mission is to champion and defend TV, guide its future, and help marketers use TV effectively - Stresses creativity as one of TV’s key superpowers - TV has moved from mainly linear plus recording to a mix of live and on-demand across devices - Streamers have increased competition and raised overall programming quality, creating a TV “renaissance” - TV advertising is pre-cleared (e.g. Clearcast) - TV content is high-quality and professionally produced - By the early 2030s UK TV is expected to be entirely IP-delivered - Over time, all TV inventory is expected to become addressable - Change is driven by shifting viewing habits and rising advertiser expectations for data, targeting and outcomes - TV is described as the most effective medium overall - In the very short term, TV is second only to paid search (PPC) - TV’s impact has historically been evidenced via econometrics/media mix modelling rather than real-time dashboards - Broadcasters are collaborating on an outcomes project (“Lantern”) to link TV campaigns to online behaviour - New measurement aims to show web visits, searches and other online outcomes from TV activity - TV is consistently rated the most trusted advertising medium in UK studies, including by younger audiences - Trust is supported by regulation, editorial control and verified claims in professional environments - TV’s superpowers are trust and value (“TV stands for trust and value”) - Creativity in both programming and advertising is central to TV’s effectiveness - TV amplifies other channels and acts as “the battery that charges other media” - Last-click attribution is widely seen as flawed but remains popular because it is simple and available - TV often creates the awareness and intent that later appear as last clicks in digital, without full credit————————Key Quotes“Think of us as the home of TV advertising. We’re here to champion and defend TV and to provide a trusted guide to its future.”“It has never been a better time to be a viewer because you are so extremely well served by all sorts of TV programming.”“YouTube’s global CEO announced that YouTube was the new TV, but TV means very specific things in the minds of viewers and advertisers.”“TV is regulated, it has clear editorial oversight, it’s not just user-generated content uploaded, it’s independently measured, all the ads are pre-cleared, and it’s high-quality, professionally made content.”“At some point in the future – earliest the early 2030s – TV will become entirely delivered by the internet.”“At some point soon, all of TV will be addressable.”“We spend far too much time as an industry obsessing about the technology and the distribution and the clever pipes… What’s really important is the viewer experience and what advertisers want.”“TV is by far the most effective medium, but it hasn’t always been very well served with that suite of data that you can immediately demonstrate its effect.”“TV is the second best performing channel in the short term, second only to online search pay-per-click.”“TV is the most effective medium and the most trusted medium. Sometimes I say TV stands for trust and value.”“Even though young people are big fans of social media, they trust TV advertising more.”“TV makes all your other channels work much more effectively – it’s the battery that charges other media but doesn’t always get the credit for it.”“Everybody knows last-click attribution is a sort of horse-shit measure, but because it’s available and easy, lots of people...
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    39 分
  • CTV-03: in conversation with Antonia Faulkner of Samsung Ads

    CTV-03: in conversation with Antonia Faulkner of Samsung Ads
    2025/11/29
    Episode SummaryAntonia Faulkner outlines Samsung Ads' unique position as a hardware giant evolving into a media powerhouse, leveraging data from one in three European smart TVs. The discussion covers Samsung's services like TV Plus (FAST), Cloud Gaming, and Art Store, all monetised via Samsung Ads. Key themes include data enrichment from TV, mobile, and gaming for precise targeting and measurement, the Samsung Insight Planner tool for pre-campaign planning, navigating European fragmentation and privacy via clean rooms, and why Samsung acts as publisher, data partner, ad tech, and trusted brand in the CTV ecosystem.————————Points of Note on Samsung AdsSamsung Ads is the monetisation arm of Samsung's media division, launched ~10 years ago; it encompasses services on Samsung TVs and mobilesSamsung TV Plus: Free ad-supported streaming (FAST) service, available on all Samsung Smart TVs and mobiles; integrates linear, OTT, and VODSamsung Cloud Gaming: Streaming for games via TV apps (e.g., PlayStation), eliminating the need for set-top boxes; uses a controller on the TVSamsung Art Store: Turns TVs into art displays with high-resolution reproductions (e.g., textured Monet paintings); subscription for full accessSamsung News: Curated news service on Samsung devicesSamsung operates on ~1 in 3 smart TVs in Europe, providing vast scale and data on viewing habits across linear, streaming, and gamingData team (half of Faulkner's 25-person team) focuses on insights, analytics, product marketing, and ad experience designSamsung Insight Planner: Tool launched ~1 year ago; uses ACR (Automatic Content Recognition) and third-party data (e.g., Experian) to profile unreached audiences from linear campaigns (e.g., % of 18-34s missed)Mobile data overlay: Adds app usage from Samsung phones to CTV data (e.g., Expedia app signals travel intent alongside TV travel content)Privacy-forward: Household-level data only; uses clean rooms for matching (e.g., via IP); no individual-level trackingFragmentation challenge: Average household uses ~4 apps (SVOD + AVOD); top 10 apps create 120+ combinations, complicating reachSamsung as all-in-one: Publisher (own inventory), data/measurement partner (insights, not data sales), ad tech platform (programmatic/DSP buys), and trusted brand (brand-safe environments)Buying options: Direct for TV Plus (full data access) or home screen native; programmatic/DSP for TV Plus; always privacy-safeEuropean focus: Country-level insights for localised needs (e.g., linear strong in Italy); pan-regional execution possible with shared formats2026 priorities: More creative formats, innovation in fragmentation, and advanced measurement————————Episode Running Order00:00 — Introduction; Antonia's role and Samsung's media division01:00 — Team structure: Marketing, product, data/insights, analytics, design/ad studio03:00 — Connected team enabling data-driven CTV for digital marketers04:00 — Samsung as a hardware leader evolving into a media business05:00 — Samsung TV Plus (FAST service); Cloud Gaming; Art Store; Samsung News07:00 — Samsung Ads as monetisation for free services on Samsung devices08:00 — Data scale: 1 in 3 European smart TVs; insights across linear, streaming, gaming09:00 — Mobile data overlay for richer touchpoints (e.g., app usage + TV content)10:00 — Focus on TV activation, data enrichment for targeting/planning/measurement11:00 — Samsung Insight Planner: Pre-campaign unreached audience profiling12:00 — European complexity: GDPR, country differences (e.g., linear in Italy)13:00 — Localised insights with pan-regional execution; varying market maturity14:00 — Insights section on Samsung website (link in notes)15:00 — Positioning: Publisher, data/measurement partner, ad tech, trusted brand16:00 — Fitting into fragmentation: ~4 apps per household; 120+ top-10 app combinations17:00 — Planners' nightmare; need for total TV approach18:00 — 2025 trends: Home screen native for reach; gaming as TV evolution19:00 — Privacy: Household-level data; clean rooms for matching20:00 — No creepy ads; relevant experiences via privacy-safe innovation21:00 — New advertiser dynamics: Direct/programmatic buys; data benefits22:00 — 2026 predictions: Creative formats, fragmentation solutions, measurement23:00 — Brand values in data handling; global reputation24:00 — Closing; excitement for data innovations and team projects————————Key Quotes "I'm a marketer, obviously, by tradition and by experience, but in this role, I have a much more involved role in the business in terms of what products we build and solutions we build for our customers.""It's quite unusual for these functions to all sit within one team. But the fact that they do means that they work a lot better together.""Samsung is a hardware company. We are a very separate division. Samsung Ads is quite a new division, around 10 years or less in the making.""We have Samsung ...
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    30 分
  • CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media

    CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media
    2025/11/27
    In this episode, David Sanderson explains Sky Media's addressable TV platform, AdSmart, its evolution since 2012, and why true addressability requires a residential address - not just an IP or postcode. The conversation covers Sky's position within Comcast, the enduring strength of linear TV, Sky's representation of Warner Bros., Discovery, Paramount/Channel 5, and Virgin Media, and how the fragmented viewing landscape is actually beneficial to Sky. Key themes include the three As of addressable TV (address, ad insertion, audience measurement), the importance of UK broadcast regulation for brand trust, and why digital marketers are increasingly turning to TV as PPC click-through rates decline post-LLM.NotesSky Media is part of Comcast, acquired for £38 billion in 2018; Comcast also owns NBCUniversal, CNBC, Universal Studios, and theme parksAdSmart launched in late 2012; originally developed to stop existing Sky subscribers from seeing "new subscriber" offers at a differential or lower price to their current packageOver 4,000 advertisers have used AdSmart to dateAdSmart reaches around 10 million Sky homes, with return path data from 4 million households—far larger than BARB's 5,000-home panelVirgin Media subscribers (3–4 million) are now part of the AdSmart addressable propositionMinimum campaign spend: £3,000; minimum targeting: 5,000 homesOver 1,000 targeting options available (affluence, home ownership, vehicle type, propensity for expensive holidays, etc.)AdSmart dynamically inserts ads into live TV; if viewers fast-forward or don't see the ad, advertisers don't payPost-campaign measurement tracks web activity and sales matched back to households exposed to adsUK TV is highly regulated—all ad claims are verified by a third party (Clearcast), which builds brand trustTV viewing in the UK is as strong as 10 years ago; linear remains dominant (live sport, news, appointment viewing)Sky's share of ad-funded viewing is the largest in the UK, ahead of ITV and Channel 4; Netflix's ad tier accounts for only ~4% of viewing, Amazon's ad tier for under 5%Sky is testing addressable sponsorship, allowing dynamic, profile-based sponsor credits (e.g., different Volvo models for different households)Gen AI is lowering ad production costs, opening TV to more SME advertisersA joint addressable TV marketplace with Channel 4, ITV, and Comcast Advertising is planned for 2026Episode Running Order00:00 — Introduction; David's role and the evolution of Sky Media02:00 — Origins of AdSmart: from subscriber segmentation to addressable advertising03:00 — Sky as part of Comcast; global synergies and content access04:00 — "Content is still king"; Sky's represented channels and sports rights05:00 — AdSmart capabilities; tech agnostic, largest UK TV sales house06:00 — TV viewing is as strong as 10 years ago; fragmentation is Sky's friend07:00 — Sky's role as platform and aggregator; simplifying choice08:00 — Virgin Media partnership; combined addressable reach09:00 — Content creation and commissioning in a fragmented world10:00 — Sky's share of ad-funded viewing; Netflix and Amazon ad tiers11:00 — Why "CTV" is a misleading term13:00 — The three As: Address, Ad insertion, Audience measurement14:00 — Why residential address matters; postcode vs. address16:00 — Ad insertion into premium content; brand safety17:00 — Return path data from 4 million homes; measurement and attribution19:00 — Tracking web activity and sales; integrity of residential address data21:00 — How advertisers should approach the market; minimum spend and targeting23:00 — £3,000 minimum; 5,000 homes; accessible entry point for SMEs24:00 — Working with agencies, production companies, and brands directly26:00 — UK broadcast regulation; Clearcast approval; brand trust28:00 — Chinese EV manufacturers and targeting homes with driveways29:00 — Brand safety and verified claims; contrast with YouTube and social30:00 — The pace of change; over 1,000 targeting options; third-party data32:00 — Addressable sponsorship: dynamic, profile-based sponsor credits33:00 — Gen AI and lower-cost ad production; future opportunities35:00 — Digital marketers turning to TV as PPC click-through rates decline post-LLM37:00 — Closing; invitation to CTV summit in Spring 2026Key Quotes"Content is still king.""Up until we launched our addressable initiative in late 2012, Sky was a satellite only, all or nothing national satellite footprint platform.""Around about 4,000 advertisers have used our addressable capabilities so far.""Sky is a wholly owned subsidiary of Comcast, which is a billion dollar turnover media conglomerate... bought Sky for £38 billion in 2018.""TV viewing is actually as strong today as it was 10 years ago. It went up during COVID and it's come back to a level that puts it on par with about 10 years ago, which surprises lots of people.""There's lots of nonsense in the market about the end of TV and digital taking ...
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    37 分
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