Author: Dorrington Media
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The Human Algorithm: How Viewers Became The New Content Curators
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The Death of Passive Consumption Imagine telling someone in 2005 that they would one day curate their own entertainment experience with more precision than entire television networks. They’d laugh. But here we are. The Viewer’s Rebellion The Rise of the Audience-Driven Ecosystem What Viewers Really Want Proof Points The New Content Hierarchy Old Model: Network…
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The Multi-Screen Revolution: How Television is Transforming in the Digital Age
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Remember when families gathered around a single TV at a specific time to watch their favourite shows? Those days are gone. Television has undergone a radical transformation, becoming a personalized, on-demand experience that follows viewers across multiple devices and screens. The New Viewing Landscape Modern viewers consume content: A single show might be watched: Challenges…
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Connected TV Advertising: 3 Breakthrough Strategies for Modern Brands
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The Connected TV Revolution Remember when watching TV meant gathering around a single screen at a specific time? Those days are gone. Today’s viewing landscape: This isn’t just a trend. It’s a fundamental transformation in media consumption. Strategy 1: Efficiently Reach New Audiences The Kellogg’s Special K Case Study Traditional Challenge CTV Solution Breakthrough Results…
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Melbourne’s Knife Crime Wave: The Hidden Toll on Everyday Victorians
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First posted 8/9/2025 Last night, like many before, the news opened with another knife attack in Melbourne. I used to watch these stories and think, “That could never happen to me.” Melbourne always felt safe. My city, my backyard. But in January 2024, my life changed in a way I never saw coming. Today, I…
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Connected TV: Rewriting the Rules of Viewer Engagement
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The Viewing Revolution: Beyond Linear Television Remember when TV meant sitting in front of a box at a specific time? Those days are over. The New Viewing Reality The Three Pillars of Connected TV Transformation 1. Viewer Control is King Old Model: Networks dictate what you watchNew Reality: Viewers choose their content, when and how…
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The New Television Landscape: Navigating the Multi-Screen Revolution
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Television has undergone a profound transformation. What was once a singular, communal experience centred around a living room screen has exploded into a multi-device, personalized media ecosystem. The Fragmentation of Viewing Gone are the days of appointment television. Modern viewers consume content: A single show might be watched: The Challenges of Audience Reach For advertisers…
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Full Stream Ahead: The Digital TV Revolution Brands Can’t Ignore
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The Decline of Linear TV: By the Numbers Let’s start with a stark reality check: This isn’t just a trend. It’s a seismic transformation in how people consume content. The New Viewing Reality What Viewers Want Proof Point: The Grammy Effect Debunking Linear TV Myths Myth 1: Marketing Mix Models (MMM) Prove Linear TV’s Effectiveness…
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Connected TV Advertising: 3 Brands, 3 Breakthrough Strategies
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The Connected TV Revolution We’re witnessing a seismic shift in how people consume video content. The days of gathering around a single TV with two knobs and an antenna are long gone. Today, viewers are streaming over 700 million hours of YouTube content on TV devices daily. But this isn’t just about viewing habits. It’s…
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Beyond the TV Spot: Reimagining Digital Video Advertising
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The Old Way vs. The New Approach For years, brands treated digital video advertising like a simple copy-paste exercise. Take the TV commercial. Upload it online. Job done. But that’s no longer enough. The 20th Century Fox Experiment: A Masterclass in Digital Video Strategy Breaking the Traditional Mold When marketing “The Greatest Showman,” the Fox…
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The Revolution of TV: How Addressable Advertising is Transforming Viewer Experiences
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The television of our memories – a communal box in the living room dictating our evening entertainment – has become a relic of the past. Today’s television is a shapeshifting, multi-screen, hyper-personalized experience that bears little resemblance to its predecessor. The Changing Landscape of Viewing Remember when Nielsen ratings of 30 were standard for primetime…