On 21 November, World Television Day – as designated by the United Nations – was celebrated around the globe for the 26th time. On this occasion, broadcasters and TV associations put the spotlight on the medium’s resilience and its attention-grabbing power. In this week’s egtabite we revisit some of the initiatives carried out on the occasion of 2022 World Television Day.
The TV spot – Today’s TV captivates, fascinates and holds audiences’ attention
At the initiative of egta, The Global TV Group, EBU and ACT, a 30-second video was produced with a focus on attention. More so: how today’s TV captivates, fascinates and holds audiences’ attention.
Brands have also started to place more importance on attention as they realise the value of this metric: the more attention an advertisement receives, the better the business outcomes. TV is a medium with unmatched effectiveness because it provides one of the highest and most reliable levels of attention to both its content and advertising.
The clip also highlighted that today TV is always available, at home and on the go, across all screens, live or streamed, and no medium grabs audiences’ attention better.
As in previous years, the spot was translated and adapted by many local broadcasters, including in French, Italian, German, Czech and Bulgarian, to name a few. The adapted versions can be viewed here.
Coverage and initiatives – demonstrating the power of television
Many media companies expanded their coverage beyond airing the spot and social media activities.
Visitors to the offices of France Télévisions Publicité, for example, were welcomed in the lobby by an extensive array of World TV Day displays, showing the clip.
In Slovakia, the Markíza network aired extensive coverage about the impact of TV, both historically when covering significant events and in today’s multi-screen, multi-touchpoint world, where TV with its premium content and trusted news plays a vital societal role. The World Television Day coverage on Markíza and an interview with Matthias Settele, Markíza’s General Director, can be watched here below with English subtitles.
In Canada, CBC Media Solutions neatly visualised the 10 reasons why TV is more relevant than ever, tackling one-by-one the many myths and false narratives about the state of TV and stating the facts about the medium’s strengths for brands.
To celebrate the creatives, Thinkbox UK called on industry colleagues to put together a gallery of the best TV adverts in 2022. Contributions came from Tenk TV (Norway), TAM (Ireland), Thinktv (Canada), TVN Media (Poland) and DStv (South Africa), gathering some of this year’s best TV ads.
Attention is the new black
Meanwhile, egta put its focus on attention as a metric, as Katty Roberfroid, Director General at egta, underlined in the press release for World Television Day:
“The TV industry continues to build a more sophisticated understanding of ad attention. As content providers and brands compete for consumers’ attention, this metric will help demonstrate that TV delivers the short and long-term results both programmers and advertisers require. On World TV Day, we shine a light on the attention economy and celebrate Total TV’s role in it.”
Contributing to the conversation, egta released a series of interviews with four industry experts discussing ad attention, measurement and more. The interviews with Pooja Midha (EVP, General Manager, Effectv), Joe Marchese (General and Build Partner, Human Ventures), Andy Brown (CEO, The Attention Council) and Nicolas Grand (SVP Transformation, Global Investment, OMG) are available on Spotify, Apple Podcasts and Google Podcasts, as well as on Vimeo (links above).
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
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 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE
