By Leonie Roderick

Speaking at the brand’s annual results conference today (2 March), Crozier said that numerous “big advertisers” have voiced their concerns when it comes to online advertising and measuring its effectiveness.

He said: “That [advertisers] can compare a three-second online ad to a 30-second ad in terms of impact, often that’s not right. While on paper it looks like they were being more efficient when it comes to their advertising, in reality they weren’t being noticed or generating fame for the brand. That has driven a lot of advertisers back onto TV.”

Crozier added that ITV‘s outlook remained positive in the Read full story ›

Source: Marketing Week