Author: Dorrington Media
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Multi-platform Reach: From the Living Room to Every screen
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The Christmas rush is on. But your customers aren’t just watching TV anymore they’re bouncing between screens: the telly in the lounge, phones in the shops, and tablets at the kitchen table. To break through the noise this holiday season, your advertising needs to meet them wherever they are. Why Muli-Platform Campaigns Matter Traditional TV…
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HOW CTV LET’S YOU KNOW YOUR CUSTOMERS BETTER
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Audience behaviour has changed dramatically in recent years. More people are choosing streaming options either alongside or instead of traditional TV especially across key demographics. This seismic shift means advertisers need to be smart about where they put their budgets. Connected TV (CTV) placements offer precisely that: a way to invest in advertising that delivers…
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Small Businesses Are Owning The Biggest Screen In The House
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Streaming continued its rise in 2025, finally surpassing traditional linear TV for the first time in history. While traditional linear TV remains steady, independent agencies are adapting fast, balancing classic methods with the growing power of Connected TV (CTV). At Dorrington Media, we leverage Magnite’s SpringServe platform to give small and medium-sized businesses (SMBs) access…
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TV Advertising Decoded: The Small Business Survival Guide
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The New Rules of Visibility Forget everything you knew about TV advertising. This isn’t your grandfather’s marketing playbook. Paradigm Shift Navigating the Modern TV Advertising Ecosystem Advertising Channels Cost Structures Strategic Framework for Small Businesses The Three-Phase Approach Budget Optimization Strategies Cost-Effective Tactics Investment Ranges Technical Capabilities Targeting Precision Production Minimum Requirements Measurement Ecosystem Performance…
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The $53 Billion Engine: How Advertising Power Australia’s Economy
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When we talk about major industries driving Australia’s economic growth, advertising might not be the first sector that comes to mind. But a groundbreaking Deloitte Access Economics study reveals that advertising contributes a staggering $53 billion to our nation’s economy – equivalent to 2.1% of Australia’s total GDP in 2022. The Growth Story The numbers…
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The Science of Advertising TV Effectiveness: Key Insights from The Benchmark Series
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In an era where marketing budgets face intense scrutiny, understanding what truly works isn’t just helpful – it’s crucial. The groundbreaking Benchmark Series research has revolutionized our understanding of advertising effectiveness across platforms. Here are the game-changing insights every marketer needs to know. The Attention Economy: More Than Just Eyeballs The research delivers a clear…
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Metrics Revolution: Beyond Impressions in the Connected TV Era
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The Measurement Apocalypse Traditional advertising metrics are dead. Views? Impressions? Reach? These are relics of a bygone era. The New Measurement Paradigm The Metrics That Actually Matter 1. Community Resonance Key Insights 2. Contextual Relevance Emerging Standards 3. Transformational Impact Case Studies in Next-Generation Measurement Nissan’s Experimental Approach Coty’s Fragrance Campaign The Measurement Tech Stack…
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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…