Connected TV Marketing Association Foundation

Leaders of the CTV advertising, media and entertainment sector converged in New York, London and Melbourne for the inauguration of the Connected TV Marketing Association (CTVMA), the global industry trade body of the advertising, media and entertainment sector.

Television advertising will join the 21st century, as Internet connected televisions, from brands such as Samsung, Sony and LG, are predicted to make up to 90% of the global TV market by 2014, with sales, reaching 123 million.

Connected TVs offer brands the chance to connect their offline spend with the rapidly growing online content market, with TV applications or targeted ad campaigns served by ad networks across electronic program guides. With 85% of marketers interested in advertising on internet-connected TVs, the CTVMA had been set up to inform and educate the advertising, media and entertainment sector on the commercial opportunities of Connected TV platforms. For immediate release:

James Grant Hay, Founder and President Asia-Pacific of the Connected TV Marketing Association:

"The CTVMA is being launched today to address these issues currently being faced, by not only advertisers, broadcasters and rights holders alike but, by the TV set makers themselves. As TV platforms are likely to compete with broadcasters to buy programme content from rights holders and serve advertising against it."

Doug Scott, Honorary U.S. Chair of the CTVMA, President of Ogilvy Entertainment (WPP):

"Ogilvy is committed to the development of advertising and original brand funded programming on Connected TV platforms to enable a direct dialog between consumers and brands."

Zachary Weiner, Co-Founder and President North America of the Connected TV Marketing Association:

"Connected TV platforms supersede broadcasters in owning programme content and selling advertising against it. Marketers are also frustrated by the lack of audience information on who they are targeting and ad networks face issues of interoperability, scale and standards across platforms".

As part of its future plans, the CTVMA has immediately embarked on an open industry consultation process, inviting leaders from the advertising, media and entertainment sector to participate in formulating an industry terms of reference. The CTVMA comprises 47 Country, Regional and Chapter Presidents, Vice-Presidents with CE representatives around the world.

An Australian board will be announced at the CTVMA’s first industry event in Sydney on March 7, 2012. For more information visit the website. Official launch photos. Follow @ctvma

Honda the Power of Dreams Video

Automakers have continued to push forward with their digital campaigns, making significant investments in web video. Honda is the latest to develop original video series wrapped in a branded content portal with their Dream The Impossible documentary web series.

Paid distribution on the Ad Network

The ad network is there for you to buy your audience impressions. Brands increasingly expect distribution guarantees from WebTV producers. Paid distribution and distribution guarantees — where shows cut deals to get placement as if they were ad campaigns — are phenomena we’re seeing more and more these days. To be distributed like an ad, a video doesn’t necessarily have to be branded content, though any integrated sponsorship would travel along with the video itself. This guarantees a minimum number of viewers and appeases the demands of sponsors, easing the process of finding investment.

CSR Is The New 'Branded Content'

Diana Verde Nieto, CEO of Clownfish in London had a great blog entry last month in MediaPost on Corporate Social Responsibility (CSR) and Branded Content which I forgot to add, but it stayed with me. In it she writes, "CSR provides a goldmine of stories that can form the basis of branded content. The benefits of using CSR as part of branded content are endless; foremost it helps to build a brands reputation and is a point of differentiation. It also encourages consumer interest and helps to build consumer trust and loyalty. If consumers see that brands are addressing the issues that are important to them, it follows that they are likely to continue to buy their products".