Things we like: Online brands spend big on TV and New York Times runs trust campaign

Amazon, Facebook, Google and Netflix are among the brands spending big on TV, and The New York Times addresses trust in its first TV ad since 2010.

Online brands spending big on TV

The TV ad market has had a bad start to 2017, as ITV’s results on Wednesday were expected to show, so broadcasters will be keen to focus on positives – notably, how technology and online brands became the biggest spenders on TV.

New figures from Thinkbox and Nielsen show that the likes of Amazon, Confused.com, Facebook, Google, Just Eat, Netflix and Purplebricks invested a total of £639m in TV – an 8% increase on 2015.

Online businesses overtook food advertisers, which cut spend by 10% to £627m last year.

The New York Times’ push for trusted news

The New York Times has launched an ad campaign to underline the importance of trusted publications in the war against fake news. The TV spot, which debuted in the US during last Sunday’s Oscars broadcast, ponders the meaning of "truth" before concluding: "The truth is more important now than ever."

It is the first TV campaign from the NYT since 2010 and was launched after research found some people are not fully aware of how the newspaper’s journalism is created.

The NYT has seen a surge in digital subscriptions since the election of Donald Trump.

... And one thing we don't ...

Digital ads breaking IAB rules

There is more evidence that the digital marketplace needs a clean-up after a new study found that almost one-third of programmatic ads violate Interactive Advertising Bureau guidelines.

The report, conducted by Ad Lightning, looked at millions of live programmatic ads across 50 popular publisher sites and found that 28% infringed on industry standards during the fourth quarter of 2016 and into January 2017.

Oversized ads that use up a lot of data – sometimes more than four times the IABrecommended limit – were the biggest problem.

Other issues that slowed down the consumer experience include over-requested ads (with too many bidders competing to buy the space) and processor-intensive ads.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).