STREAMING AUDIENCES DON’T SEE A NEED FOR LOYALTY

15. 9. 2022 The Future. The film and TV streaming market is only getting tougher as audiences get in the habit of signing up, watching a show, and then canceling once they’re done. Platforms may need to use every tool in their arsenal to keep people hooked for another month, including dropping the binge model, offering titles from a… Continue reading STREAMING AUDIENCES DON’T SEE A NEED FOR LOYALTY

STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

15. 9. 2022 Advanced video ad creative in connected TVs delivers higher performance than interactive video on mobile and PC according to Innovid. A new study from Innovid has found that interactive connected TV (CTV) campaigns deliver stronger results across key performance and attention metrics than interactive campaigns on mobile and PC, though those two mediums also saw… Continue reading STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

14. 9. 2022 Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands. The latest Sustainability Sector Index from market researcher… Continue reading KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

13. 9. 2022 The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year. In a recent Harvard Business Review article, researchers led by Duke University’s Fuqua School of Business said traditional advertising’s newfound appeal is partly due… Continue reading IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM

12. 9. 2022 Why the solutions to many of our advertising challenges are found under the hood? Fifteen or 20 years ago, a TV advertising sale was simply that: the sale of advertising units from a seller to an agency or advertiser. The deal was done, handshakes were made, spreadsheets were completed, and invoices were sent. If it… Continue reading WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM

IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

11. 9. 2022 Live television is back in style. That’s a seemingly unlikely perspective for a programmatic SSP, but according to Magnite, there is a surge of advertisers that tried CTV during the past couple of years and now want linear inventory, too. Or, at least, they want to buy ads for the big screen on the wall… Continue reading IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

8. 9. 2022 Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?

MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION

6. 9. 2022 There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention. An interesting debate is springing up around attention, thanks to Professor Byron Sharp. A couple of weeks ago Sharp was coaxed from the towers of the Ehrenberg-Bass Institute to… Continue reading MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION

WHAT DOES THE RISE IN ENERGY PRICES MEAN FOR THE BROADCAST INDUSTRY?

5. 9. 2022 TVBEurope speaks to a number of vendors to find out how they are preparing for the price rises, and what impact they think it will have on the broadcast industry as a whole. Amid reports the new UK prime minister is planning to freeze the energy price cap for domestic customers, there is no news… Continue reading WHAT DOES THE RISE IN ENERGY PRICES MEAN FOR THE BROADCAST INDUSTRY?

THREE ERRORS OF EFFICIENCY

5. 9. 2022 Critics of traditional media channels argue that they are wasteful and expensive. But these critiques are fundamentally flawed – rather than points of weakness they are, in fact, points of strength, argues Alex Murrell, Strategy Director at Epoch. We live in the era of efficiency. Instead of focussing on making our work bigger, we focus… Continue reading THREE ERRORS OF EFFICIENCY

WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP

5. 9. 2022 Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention. Professor Byron Sharp, author of the massively influential How Brands Grow books and Director of the Ehrenberg-Bass Institute, took aim at the growing interest in planning (or paying) for attention when speaking at an… Continue reading WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP

WARC PREDICTS AN ADVERTISING INVESTMENT SLOWDOWN IN 2023

25. 8. 2022 Brands will continue to invest in advertising in the second half of the year, but WARC expects a slowdown in 2023. Ad spend around the globe will rise 8.3% in 2022, before slowing significantly in 2023 – in a major new report, WARC downgrades expectations for global ad market growth by $90bn in the face… Continue reading WARC PREDICTS AN ADVERTISING INVESTMENT SLOWDOWN IN 2023

THE TOP 10 REASONS WHY TOTAL TV IS BETTER THAN YOUTUBE

25. 8. 2022 Trying to decide how to invest your media budget in video? Wondering what the difference is between TV and YouTube? This handy listicle will help you make the right call for your brand. One thing we can all agree on is video advertising is a highly effective way to communicate with consumers. There’s something about… Continue reading THE TOP 10 REASONS WHY TOTAL TV IS BETTER THAN YOUTUBE

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022 Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth Illustration of a large hand holding a red arrow pointing forward along side other light blue arrows pointing forward with tiny sized employees striving forward. For 28 months the pandemic propelled brands to explore and embrace the parameters of purpose in their… Continue reading BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

6 REASONS WHY LINEAR TV IS NOT DEAD

19. 8. 2022 Despite years of predictions about the imminent demise of linear TV it is still very much with us. What keeps it going and who is watching? [Updated August 2022] Here’s a headline we read recently that made us pause and take stock of things: ‘The death of linear TV: exaggerated, imminent, or simply premature?’ Nothing… Continue reading 6 REASONS WHY LINEAR TV IS NOT DEAD

REMEMBER THE VALUE OF TV AS INFLATION BITES

18. 8. 2022 Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness. The rising cost of life in general and media in particular is a pressing concern for advertisers. Yesterday the UK’s Office of National Statistics reported that inflation has reached 10.1% — the first double-digit increase in prices in 40… Continue reading REMEMBER THE VALUE OF TV AS INFLATION BITES

EXPERTS: PAY TV AND STREAMING TO CONVERGE

17. 8. 2022 Nearly one third of TV industry professionals expect traditional pay TV and streaming services to converge. As the media industry transforms, the TV business has seen unprecedented interest in the past two years. The overall picture is influenced by news media combined with savvy marketing and PR. But how do industry professionals see the changing… Continue reading EXPERTS: PAY TV AND STREAMING TO CONVERGE