In this week’s egtabite we put the spotlight on The Global TV Group’s latest initiatives and highlight how sales houses and TV companies can take advantage of the Group’s plentiful resources when promoting TV as an advertising medium.
For those unfamiliar, The Global TV Group is a grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, with egta as the main coordinator of the Group. Its objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and unmatched power of TV. And to that point, look no further than to some of the key projects of 2021.
The Global TV Deck
The Global TV Deck compiles data and facts from across the world, presented in an easy-to-use slide deck. The slides are nickable, i.e. you can pick the slides to use that fits your purpose. The latest update of the deck reveals how direct-to-consumer companies, known for being data-driven and representing the fastest-growing, most successful brands today, are some of the biggest TV spenders globally. It also shows in hard figures how the FAAAM, which stands for Facebook, Amazon, Alphabet (Google’s parent company) and Microsoft, recognise TV as a valuable means of driving growth and use it more than ever to communicate.
Another update of the Global TV Deck in 2021 also demonstrates why these companies and others choose TV as an advertising medium – namely the unmatched scale of TV, needed to grow brands’ customer base. The slide deck comprises data from 27 markets on TV’s reach and total video consumption – establishing TV as the most powerful medium.
Lastly, the first update of the deck in 2021 arms advertisers with the latest TV effectiveness evidence. By gathering research summaries from various countries, the collection illustrates how TV drives business outcomes and provides businesses with the best leverage for their marketing activities.
“The meaningful insights gathered by the Global TV Group strikingly showcase that companies of all shapes and sizes embrace TV to catapult their brands to fame. Brands born on the internet and online giants alike put their trust and ad dollars in our medium – and this new compilation of industry-audited data allows us to look beyond our boundaries and see that this trend holds true across the globe,”
says Katty Roberfroid, Director General of egta.
A world tour with CEOs and TV industry leaders
What makes TV special, how is it evolving and how does it help brands drive business? To answer these questions and more, egta and the Global TV Group reached out to 23 CEOs and TV industry leaders to collect the key arguments for TV with short, easy-to-digest video statements. A compilation of the videos was premiered during this year’s Online Talk – Tomorrow’s TV, created Today – celebrating the 25th anniversary of World TV Day on 21 November. The video and all the individual statements are available here – a virtual compendium with arguments outlining the strengths of TV today!
Adaptable TV spot
On the same occasion, the Group released a 30-second TV spot, showing how television has evolved to become much more than it used to be and is now available anywhere at any time for anyone. Broadcasters around the world adapted the clip’s message to local languages, amplifying the message. As the clip is adaptable, it can also be used in a larger context, to promote TV as a modern, dynamic, ever-evolving and trusted medium that beats all the other. We welcome you to adapt the clip and use it for multitude of different purposes such as PR, conferences, to open a pitch or any other settings.
For more information about the Global TV Group, we invite you to have a look at https://www.theglobaltvgroup.com/. Should you have any questions on how to access all the available material or how to make the most of it, do not hesitate to contact Alain or Halli at egta, alain.beerens@egta.com and halli.oddsson@egta.com.
OTHER CASE STUDIES
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
