Page 4 - TAM Ireland | 2016 Review

Welcome to our review of TV in 2016

This year saw Les Binet and Peter Field release their latest analysis
of advertising effectiveness - Effectiveness in a changing media

landscape

and they had some great things to say about TV:

TV has become more effective over the almost 20 yrs of the study

TV is best for market share growth
VOD makes TV more effective

Online video makes TV more effective.

These insights are invaluable to our industry as we deepen our

understanding of consumer and viewer behaviour. The confirmation

of the strong relationship with TV and VOD proves what so many of
us had thought. This is a powerful combination.

It was great to see at the IAPI ADFX awards this year that almost all of Replace Baz page 5

the award winning campaigns had TV at the very heart of the media
mix.

Our own Switched On conference brought together many of the

leading thought influencers in the TV world with Matt Hill from
Thinkbox revealing the Truth About Youth providing evidence of the

strong relationship between the under 25s and TV in all its forms.

Decipher’s Nigel Walley gave us his view of the future landscape
predicting changes in the definition of platforms driven by the

emergence of new entries in 2017.