This Month in Marketing News: Introducing TEGNA Attribution, Second-Screen Tweeting, OTT Ad Spending Hits New High, and More!

| April 30, 2019

The latest news from the marketing world, including TEGNA Attribution, insights on the second screen, NHL playoffs, and more!

TEGNA Attribution Launched to Measure TV & OTT Campaign Effectiveness
Newly launched in select markets, TEGNA has teamed up with Alphonso to measure the effectiveness of both Linear Broadcast and OTT campaigns by connecting viewing behaviors to engagement metrics, such as website visits and physical visits to a brick-and-mortar location. Read the full press release here.

Unveiling Premion’s Beet TV Video Series
Over the next several weeks, Beet TV will be featuring industry leaders from major agencies, publishers and technology partners in a video interview series focused on the emergence of OTT as an advertising platform. The episodes will explore topics such as the growth opportunities with ad-supported OTT, how OTT is changing the game and effective buying strategies for marketers. Access episodes here.

New Study Shows How Likely OTT Ad Viewers Are to Buy
A new study done in partnership with Hulu found that of the 1,563 global consumers surveyed who watch at least 7 hours of TV per day, 82 percent of them will act after seeing an ad during streaming content. The study also found that these shoppers find ads on OTT twice as relevant than their TV counterparts. Check out the full study here.

Local TV News Emerges as Best Platform for NHL’s Stanley Cup Coverage
Numbers from last year’s Stanley Cup playoffs indicate that advertisers have a huge opportunity to reach a wide audience this year with local broadcast. According to a TVB survey, respondents spent more time with local TV than any other source, including national broadcast, cable TV news, and social media. Why? Because viewers trust the information from their local TV anchors and can also access content from the station’s local app. TVB has more insights here.

Second Screen Tweeting Proves Beneficial for Online Purchases
Could tweeting while watching a show like “Dancing with the Stars” or “The Bachelor” increase a brand’s online sales? A new study from Indiana University’s Kelley School of Business says yes! Mobile Marketer has more on this fascinating second screen trend here.

OTT Ad Spending to Hit $4B This Year, $5B in 2020
A revised advertising forecast from Magna shows that OTT is growing faster than any other medium, as ad spend should hit $4B this year. Compared to the estimated $42.7 billion spend in TV ads in 2018, the report suggests OTT won’t replace TV but rather works as a perfect complement. MediaPost has more details here.

About TEGNA Marketing Solutions

The marketing experts at TEGNA stay up-to-date with industry news so we can continue to be Trusted Advisors to our clients. We take the time to understand our client’s unique marketing needs to create a customized solution based on insights and industry expertise. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact TEGNA Marketing Solutions today to find out how we can improve your marketing strategy.

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