This egtabite features the most interesting business case studies of 2022. We invite you to rediscover these great insights, ideas and creative innovations our members have so kindly shared with us over the past twelve months.
If your thirst for knowledge has not been quenched by this overview, feel free to discover the searchable archive of over 400 egtabites on egta’s website.
egtabite 408: Celebrating World TV Day around the globe
World Television Day was celebrated for the 26th time on 21 November. The annual TV spot, local coverage, campaigns highlighting TV’s strengths for advertisers, and Expert series on the attention economy, were some of the initiatives carried out on the occasion.
egtabite 406: TF1 PUB teams up with Snapchat for the return of a hit TV show
TF1 PUB in France teamed up with Snapchat for the distribution of content from the reality TV show Star Academy, as part of TF1 PUB’s strategy that aims to appeal to younger audiences across devices.
egtabite 404: Il Collegio – how Rai Pubblicità transformed the classical TV spot into branded stories
Italian sales house Rai Pubblicità seamlessly integrated the brand of sanity products Lines into a successful series, boosting the awareness of the brand while addressing gender stereotypes and discrimination.
egtabite 402: How ITV became Better Together
ITV launched new strategy based on a simple question: What can we do better? ITV conducted 40 one-on-one interviews with agencies to gauge their sentiment about ITV which lead to valuable course corrections.
egtabite 400: DPG Media’s one connected media ecosystem
The Belgian sales house DPG Media Advertising laid out a strategy to build a sustainable future for advertising through threefold approach: building an omnichannel video ecosystem, focusing on first-party data and promoting local impact.
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egtabite 398: Seven.One Media’s award-winning wine-commerce
Seven.One Media in Germany made use of its full value chain when it created a niche e-commerce brand Vinzery.
egtabite 396: The atmedia index helps industry players navigate the Czech TV market
The atmedia index, research studies published by the Czech sales house atmedia, provides readers with in-depth analysis of the local TV & VOD environment.
egtabite 394: Pro Plus’ tailor-made product placement offering
Pro Plus in Slovenia introduced a new offering to its portfolio, incorporating product placement and sponsorships for advertisers, tailored for an environment where strict rules apply to the format.
egtabite 391: An interview with egta’s new president, Walter Zinggl
egta’s new President shares his thoughts on egta, his presidency and the future of our industry in the years to come in a short interview.
egtabite 389: DPG Media Advertising and car brand KIA: A 100% data-driven strategy
How to rebrand, focus on innovation and sustainability, and roll out a campaign that maximises reach within a niche target group? The case focuses on a recent data-driven ad campaign by Kia, rolled out by DPG Media Advertising and Havas Media in Belgium.
egtabite 387: RTL AdConnect and the new life of the living room
This egtabite puts the spotlight on RTL AdConnect’s latest research on how to advertise better in an evolving Total Video World.
egtabite 385: Making TV advertising accessible for everyone
This egtabite focuses on the issues of inclusion and accessibility, taking a closer look at how TV advertising can be made accessible to the blind or visually-impaired through the provision of audio description services. This edition aims to inspire TV companies to embark on their own journey towards making sure TV is truly accessible to all audiences.
OTHER CASE STUDIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
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 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
