TV advertising has changed. Linear still matters, but it now sits alongside streaming, on demand and addressable formats that offer targeting, flexibility and accountability that didn't exist a decade ago. That's the focus of The Bigger Picture, our new white paper on Total TV and what it means for travel brands in practice. In it, we don’t set out to convince brands to spend more on TV, but to challenge something more fundamental: the assumption that TV still works the way it always has.
TV advertising has changed. Linear still matters, but it now sits alongside streaming, on demand and addressable formats that offer targeting, flexibility and accountability that didn't exist a decade ago. That's the focus of The Bigger Picture, our new white paper on Total TV and what it means for travel brands in practice. In it, we don’t set out to convince brands to spend more on TV, but to challenge something more fundamental: the assumption that TV still works the way it always has.
TV advertising has changed. Linear still matters, but it now sits alongside streaming, on demand and addressable formats that offer targeting, flexibility and accountability that didn't exist a decade ago. That's the focus of The Bigger Picture, our new white paper on Total TV and what it means for travel brands in practice. In it, we don’t set out to convince brands to spend more on TV, but to challenge something more fundamental: the assumption that TV still works the way it always has.
Why now?
TV is still too often judged by what it was, rather than what it has become. Viewers don't think in terms of linear, BVOD, CTV or streaming - they just choose what they want to watch. Yet most planning, and most measurement, still treats those things as separate decisions. This paper is set to make Total TV simple, practical and commercially useful, rather than another round of industry jargon.
What's inside:
Why TV creates the demand that performance channels capture, and why most attribution models can't see the first part.
What Total TV actually offers now, from sponsorship and branded content to pause ads and interactive formats.
The creative and production opportunity, and why cost and lead times are no longer the barriers you'd expect.
How travel brands can get started, and how to measure TV against the job it was given.
Getting on TV isn't the hard part anymore. Earning attention once you're there is.
The Bigger Picture launches soon. Sign up below, and we'll send you your copy the moment it's live.
TV is still too often judged by what it was, rather than what it has become. Viewers don't think in terms of linear, BVOD, CTV or streaming - they just choose what they want to watch. Yet most planning, and most measurement, still treats those things as separate decisions. This paper is set to make Total TV simple, practical and commercially useful, rather than another round of industry jargon.
What's inside:
Why TV creates the demand that performance channels capture, and why most attribution models can't see the first part.
What Total TV actually offers now, from sponsorship and branded content to pause ads and interactive formats.
The creative and production opportunity, and why cost and lead times are no longer the barriers you'd expect.
How travel brands can get started, and how to measure TV against the job it was given.
Getting on TV isn't the hard part anymore. Earning attention once you're there is.
The Bigger Picture launches soon. Sign up below, and we'll send you your copy the moment it's live.
TV is still too often judged by what it was, rather than what it has become. Viewers don't think in terms of linear, BVOD, CTV or streaming - they just choose what they want to watch. Yet most planning, and most measurement, still treats those things as separate decisions. This paper is set to make Total TV simple, practical and commercially useful, rather than another round of industry jargon.
What's inside:
Why TV creates the demand that performance channels capture, and why most attribution models can't see the first part.
What Total TV actually offers now, from sponsorship and branded content to pause ads and interactive formats.
The creative and production opportunity, and why cost and lead times are no longer the barriers you'd expect.
How travel brands can get started, and how to measure TV against the job it was given.
Getting on TV isn't the hard part anymore. Earning attention once you're there is.
The Bigger Picture launches soon. Sign up below, and we'll send you your copy the moment it's live.
Be the first to read it
If you have any questions or would like to talk about what Total TV could look like for your brand, get in touch with Jasman Ahmad, Chief Strategy Officer, at jasman.ahmad@accordmarketing.com.
If you have any questions or would like to talk about what Total TV could look like for your brand, get in touch with Jasman Ahmad, Chief Strategy Officer, at jasman.ahmad@accordmarketing.com.
If you have any questions or would like to talk about what Total TV could look like for your brand, get in touch with Jasman Ahmad, Chief Strategy Officer, at jasman.ahmad@accordmarketing.com.
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Devon EX31 3YB.
All enquiries
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Assume nothing.
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
020 7271 2481
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST
South-West
The Node, 1 Enterprise Road,
Roundswell Barnstaple,
Devon EX31 3YB
All enquiries
020 7271 2481