120 Marketing Trends found for Media / Convergence

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How the Ad Tech Minnow Is Shaping the TV Monster

Trend Summary: Commercial minutes per primetime hour have been edging up for years on US cable and broadcast TV.

It's rare that a small startup acquired by a media behemoth is ever heard of again, especially if it shapes the strategy of its new parent. However, just two years into TrueX's acquisition by 21st Century Fox, the ad tech company is more ...

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... relevant than ever before as Fox and its rivals aggressively seek ways to reinvent TV advertising.

Fox bought TrueX for $200m in February 2015, a period when ad-skipping DVRs were already an institution, ad-free rivals like Netflix were growing fast, traditional TV ratings were falling and online video was beset by ad blocking and ad fraud.

TrueX's engagement ads - which allow streaming-video viewers to interact with a commercial in exchange for fewer or zero ads after that - weren't necessarily revolutionary on their own. But Truex brought to Fox a group of people and a culture that is currently jump-starting efforts to fix TV advertising.

Fox subsequently tapped several TrueX executives to help usher in ad innovation, including TrueX co-founder Joe Marchese, who was quickly named to the newly created role of president of advanced advertising products.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7110

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