TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV

15. 7. 2019 Content abounds on streaming services like Netflix, Hulu and Amazon Prime Video. But when viewers are faced with too many choices of what to watch, some end up tuning out.  That’s the main finding from Nielsen’s Total Audience Report from the first quarter of 2019. What some have dubbed the golden age of TV led to… Continue reading TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV

EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION

12. 7. 2019 Results of an exclusive egta survey confirm top management’s expectations for the industry. Over 100 CEO’s and senior executives from surveyed egta members – leading TV and radio sales houses across Europe and beyond – expect growth in ad spend for both Total Video and Total Audio in the next three years. An exclusive survey… Continue reading EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION

TRADITIONAL TV IS NOT DEAD

11. 7. 2019 Manatt, Vorhaus Digital Strategy Study Reveals Traditional TV Is Not Dead Despite Continued Online Video Ascendance. Research uncovers surprising trends for the future of cord-cutting, SVOD and esports. Manatt, Phelps & Phillips, LLP, a multidisciplinary, integrated professional services firm, and digital media consulting company, Vorhaus Advisors, today released their inaugural Digital Strategy Study, which analyzes the… Continue reading TRADITIONAL TV IS NOT DEAD

WHY EMOTIONS IN ADVERTISING ARE THE KEY TO SUCCESS

27. 6. 2019 xyz

EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING

28. 5. 2019 There were lots of interesting things to catch the eye in the Advertising Association/Warc annual adspend figures for 2018 – not least the rapid growth of Broadcaster VOD advertising, up 29% to £390m and forecast to grow at a similar rate for the next two years. Total TV investment was stable year on year at… Continue reading EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING

WHY IT’S TIME TO RE-EVALUATE TV PLANNING

20. 5. 2019 As BARB releases its latest Viewing Report, Wavemaker’s Emma Moorhead discusses how new multiple-screen data is changing the way that agencies plan television. The media industry is in search of the Holy Grail: a single-source measurement of TV viewing across all screens and channels. In 2018, we got one step closer to this with the launch… Continue reading WHY IT’S TIME TO RE-EVALUATE TV PLANNING

TV ADS STILL MORE RELEVANT TO CONSUMERS THAN STREAMING VIDEO ADS

15. 5. 2019 Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV. What does this say about programmatic video ads? According to a survey conducted by Adobe in February 2019, 49% of US internet users said that TV… Continue reading TV ADS STILL MORE RELEVANT TO CONSUMERS THAN STREAMING VIDEO ADS

TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

4. 4. 2019 People watching “social shows” like “Dancing with the Stars” or “The Bachelor” on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University’s Kelley School of Business. Marketers have feared that social media distracts viewers from commercials and… Continue reading TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

TARGETED BYRON SHARP, ANYONE?

1. 4. 2019 Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting. Brands and their agencies face a dilemma. On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les… Continue reading TARGETED BYRON SHARP, ANYONE?

THINKBOX’S LINDSEY CLAY BECOMES PRESIDENT OF THE GLOBAL TV GROUP

26. 3. 2019 Lindsey Clay, CEO of Thinkbox, has been appointed as the first President of the Global TV Group, the informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America. The Global TV Group was set up in 2013. egta is a founding member of the Group and acts… Continue reading THINKBOX’S LINDSEY CLAY BECOMES PRESIDENT OF THE GLOBAL TV GROUP

UK: ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS

21. 3. 2019 Collectively, online businesses are the biggest category of advertisers on TV in the UK, accounting for almost 15% of total spending via this channel in 2018 and 40% more than the next biggest category which is food. Latest figures from Thinkbox indicate Amazon, in particular, boosted its TV spending by 21% to £60m last year… Continue reading UK: ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS

FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS

14. 2. 2019 TV/media-based business trade groups need to keep growing in a disruptive world. And that can mean spillover, as they extend into sometimes competing professional disciplines. Promax, the TV marketing group that has been around since the 1950s, is now expanding global membership efforts to include a digital marketing and theatrical marketing emphasis. Steve Kazanjian, president/chief executive officer of Promax,… Continue reading FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS

IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT

4. 2. 2019 While addressable TV has been talked about in certain industry circles for some time, it seems the wider marketing industry has yet to truly appreciate its potential. With new, head-turning channels and marketing approaches launching all the time, it can be easy to overlook the transformation other media channels have undergone, especially those around for a long time.… Continue reading IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT

TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING AND ADMIT THEY NEED EACH OTHER

31. 1. 2019 Like two siblings vying for a parent’s attention, digital and traditional advertising have been fighting for advertisers’ attention since digital came of age in the post-dot-com bubble era. Many have portrayed this as a war between generations, where the old guard “just didn’t get it.” But this shouldn’t be seen as a battle of relevance between old and… Continue reading TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING AND ADMIT THEY NEED EACH OTHER

COMING TO A TV NEAR YOU: PERSONALIZED ADS

25. 1. 2019 The hottest new trend in TV tech is “addressable” ads, or TV ads that can be targeted to specific households via user data. By the end of this year, almost every major TV network and provider will have rolled out their version of an addressable ad product. Why it matters: It’s a huge departure from the way… Continue reading COMING TO A TV NEAR YOU: PERSONALIZED ADS

HOW MARKETERS ARE ALTERING THEIR TV ATTRIBUTION STRATEGIES

22. 1. 2019 The slow but steady digitization of TV advertising will place further pressure on ad measurement companies to create more robust cross-platform metrics and attribution models. But for that to happen, several types of companies—including multichannel video programming distributors (MVPDs) and TV networks—need to update their technologies and strategies. TV ad buyers have long advocated for more… Continue reading HOW MARKETERS ARE ALTERING THEIR TV ATTRIBUTION STRATEGIES

WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO

17. 1. 2019 There’s no denying 2018 was a challenging year all round, with broadcasters, publishers and advertisers putting their energies into General Data Protection Regulation (GDPR) preparations. At the same time on-going fragmentation of TV and video viewing across screens and platforms caused disruption in the market, with major media providers, digital giants and new market entrants all… Continue reading WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019 Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving… Continue reading DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING