The Drum: TV Talks

Media editor John McCarthy and TV journalist Hannah Bowler recap the past 12-months of streaming news and boy it was a big one. 2022 was the year Netflix got ads, Warner Bros and Discovery merged, and cinema was dealt a huge blow by changing streaming habits. 

Advertiser funded content is a tough nut to crack you need three perfectly aligned partners from brands, to producer to publisher. Channel 4, Vice and eBay share their best practices.

Channel 4 has teamed up with measurement firm ViewersLogic to track how viewers behave after being exposed to a TV campaign. They think it can plug a gap in the market missed by other models... 

When Sky launched its game-changing streaming TV Glass one year ago it had hoped its biggest-ever product marketing campaign would win the hearts and minds of TV lovers and set new expectations in the Pay TV space. The Drum caught up with Sunny Bhurji, Marketing Director at Sky to understand how the advertising efforts evolved as the organisation came to understand the product and the new category it was creating.

An explosion in ad-funded streamers is driving viewers to “decision paralysis”. Minai Bui, Samsung Ads’s director of product marketing thinks ad formats could help audiences discover content.

Digital-first brands making their first foray into TV have lofty expectations about measurement. Laura Chaibi unpacks what need to be done to bring TV up to date with online 

Brick-making competition series Lego Masters is the gold standard of branded entertainment. We chat to Lucas Green, global head of content operations at international distributor Banijay to explain his learnings in branded content.

On this week's episode Stefanie Briec, FreeWheel's director, head of demand sales, says brands are finally on board with CTV but now the challenge is getting advertisers to understand targeting and measurement.