Shaun Lohman

1 week ago | mi-3.com.au | Kalila Welch |Andrew Birmingham |Shaun Lohman |Brendan Coyne

As Mark McKee from Freewheel articulated so eloquently on Tuesday at the Future of TV Advertising conference, media owners of long form addressable video inventory (AVOD and SVOD) are standing at what he described as a “fork in the road”. We can either stand back and let this wonderful large screen, sound on, unskippable targeted ad format capable of delivering both brand and performance become completely commoditised or we can work together as an industry to keep it clean and effective.

1 week ago | mi-3.com.au | Jonathan Fox |Andrew Birmingham |Shaun Lohman |Brendan Coyne

What you need to know: Thinkbox head of research Anthony Jones took to Sydney's Future of TV Advertising event last week to present the UK commercial TV body's latest advertising ROI study, Profit Ability 2. The study, he says, proves advertising remains a profitable outcome for advertisers, with UK brands earning an average of £1.87 ROI for every pound spent on advertising within 13 weeks – lifting to £4.11 over two years.