TV MOBILE FIRST’ – HARNESSING THE LESSONS FROM SOCIAL NETWORKS
24. 4. 2023 With the growth in mobile, TV broadcasters should look at content and technology that can accompany viewers across screens to avoid media breaks. Whether you observe it in your digital usage or consult statistics, the viewing time of audiovisual content continues to grow. A recent publication by Vaunet, the association of private media, shows that… Continue reading TV MOBILE FIRST’ – HARNESSING THE LESSONS FROM SOCIAL NETWORKS
SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING
24. 4. 2023 Most brands have made some sort of commitment to becoming more sustainable but just 4% of ads contain any such messaging, according to analysis that finds brands are prioritising price messaging over sustainability. Creative X, a data-to-creativity business, used AI technology to analyse over 2.5 million global ads over a three-year period, supported by over… Continue reading SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING
8 ANALYST PREDICTIONS ON THE FUTURE OF CHATGPT AND GENERATIVE AI IN MARKETING AND RETAIL
21. 4. 2023 “[AI] really does raise the bar in terms of what people are going to expect from you,” our analyst Jeremy Goldman said on our recent “ChatGPT and Generative AI” panel. As AI matures, it will become more specialized, automating mundane tasks, ushering in personalization, and changing the way consumers, retailers, and marketers use the internet.… Continue reading 8 ANALYST PREDICTIONS ON THE FUTURE OF CHATGPT AND GENERATIVE AI IN MARKETING AND RETAIL
WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA
19. 4. 2023 Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.… Continue reading WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA
SVOD GROWTH IN THE U.S. MAY HAVE ALREADY PEAKED, AMPERE SAYS
19. 4. 2023 The average annual spend per U.S. household on video services is set to fall by 8% by 2027 according to the latest research from research firm Ampere Analysis, which adds that 2023 mark the point when per-household spending on subscription streaming (SVoD) services in the U.S. could no longer compensate for the continued decline in… Continue reading SVOD GROWTH IN THE U.S. MAY HAVE ALREADY PEAKED, AMPERE SAYS
HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS
18. 4. 2023 Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments. Unfortunately, this narrative skates… Continue reading HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS
DISCOUNTERS BOOST TV INVESTMENT AS THEY LOOK TO MAINTAIN MARKET SHARE MOMENTUM
16. 4. 2023 Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains. Aldi and Lidl have doubled down on TV advertising as they continue to capitalise on consumer demand for cheaper groceries, with the two discounters… Continue reading DISCOUNTERS BOOST TV INVESTMENT AS THEY LOOK TO MAINTAIN MARKET SHARE MOMENTUM
THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED
15. 4. 2023 Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines. Insider Intelligence reports that in 2022, viewing on digital video platforms was just about on par with TV, with consumers averaging 3 hours and 2 minutes per… Continue reading THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED
NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT
14. 4. 2023 Television is great on its own, but even more valuable in the mix making other mediums more effective’ Television industry marketing body ThinkTV has commissioned research from Kantar to help explain the options open to marketers if they need to trim budgets during 2023. “If consumer spending contracts and inflation increases then marketers budgets can… Continue reading NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT
UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018
13. 4. 2023 Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year. B2B brands have more than doubled their investment in UK linear TV… Continue reading UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018
STUDY USA: HOUSEHOLDS SPEND ALMOST 6 MINUTES LOOKING FOR CONTENT TO STREAM ON TV
13. 4. 2023 As U.S. consumers increasingly switch to connected televisions, finding something to stream in a sea of content offerings has become a challenge. New data from LG Ad Solutions found that the average U.S. household spends 5.7 minutes searching for content to stream. Although viewers are streaming more free, ad-supported TV, nearly half of U.S. households… Continue reading STUDY USA: HOUSEHOLDS SPEND ALMOST 6 MINUTES LOOKING FOR CONTENT TO STREAM ON TV
CO-VIEWING HELPS BOOST STREAMING REACH
12. 4. 2023 A new report from TVision Insights and Tegna illustrates just how much co-viewing impacts viewership numbers on streaming. The study, which was conducted using data from TVision’s proprietary software to measure persons-based viewing, showed that Premion was able to achieve a 19% boost over CTV norms based on a metric called VPVH (views per viewable… Continue reading CO-VIEWING HELPS BOOST STREAMING REACH
STUDY UK: THE EVOLUTION OF CHILDREN’S MEDIA HABITS
10. 4. 2023 How children use social media is changing, with less posting taking place and more platforms being used as search engines to answer questions, according to a new report from regulator Ofcom. Why it matters Now in its ninth year, Children’s Media Lives is a qualitative, longitudinal study following the same group of children aged 8… Continue reading STUDY UK: THE EVOLUTION OF CHILDREN’S MEDIA HABITS
DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER
4. 4. 2023 Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups,… Continue reading DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER
NEARLY NINE IN TEN U.S. INTERNET HOMES HAVE A STREAMING VIDEO SUBSCRIPTION
3. 4. 2023 Two in five share passwords for services, up from 27% in 2019, according to Parks Associates. New survey data from Parks Associates shows that subscription video services are nearly ubiquitous in U.S. homes, with 87% of US internet households having at least one OTT subscription service, and that password sharing is also widespread, with 40%… Continue reading NEARLY NINE IN TEN U.S. INTERNET HOMES HAVE A STREAMING VIDEO SUBSCRIPTION
TV IS THE FUTURE OF VIDEO GAME ADAPTATIONS, NOT MOVIES
2. 4. 2023 Recent video game adaptations have proven that the future of the genre lies on TV, rather than the tried and tested big-screen adaptations. Bella Ramsey and Pedro Pascal as Ellie and Joel in HBO’s The Last of Us. Sonic from 2020’s Sonic the Hedgehog Recent video game adaptations such as The Last of Us have… Continue reading TV IS THE FUTURE OF VIDEO GAME ADAPTATIONS, NOT MOVIES
THREE OF THE FOUR VOD SERVICES WILL INTRODUCE ADVERTISING BY NEXT YEAR AT THE LATEST
31. 3. 2023 Advertising will become a standard part of most paid streaming services by 2025, according to the latest NPAW 2023 State of Streaming Advertising and Analytics study, which analysed data from 250 streaming service operators around the world. Responses to the NPAW survey found that 76 percent of the operators surveyed plan to introduce advertising no… Continue reading THREE OF THE FOUR VOD SERVICES WILL INTRODUCE ADVERTISING BY NEXT YEAR AT THE LATEST
IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS
29. 3. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS
