ITV Showcase 2024 - Making Great Things Happen
Held in Manchester last month, this event was full of insights. It featured a keynote from effectiveness guru Peter Field on TV’s value, announcements of a raft of new measurement initiatives, and the launch of ITV’s H2 programming strategy.
READ MORE: ITV Showcase 2024
Accord’s key takeaways
Delving into the insights shared from the day, Matt Price, Creative Strategist, shares the key insights marketers should be aware of:
Advertising effectiveness relies on high attention levels, entertaining content, trustworthiness, new technological targeting and on-demand opportunities.
ITV aims to make advertising accessible to all, including clients with smaller budgets.
Current measurement and attribution tools do not fully recognise TV’s value in advertising campaigns.
A recent study found TV advertising increased search performance by 5% and up to 20% for some brands and categories.
Campaigns integrating TV and search outperformed those managed separately.
TV-driven search traffic was high-quality, with clicks and conversions similar to other sources.
Read our Behind the Screen - The Power of TV for more information about why you should incorporate TV into your media mix.
Matt Price
With a wealth of experience in navigating consumer trends and industry landscapes, Matt crafts innovative, creative solutions that deliver tangible results for our clients.
