WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

CATCHING ON FAST: WHY EUROPE IS EMBRACING FREE ADVERTISING-SUPPORTED STREAMING TV

24. 11. 2024 As the TV industry comes together in Cannes for MIPCOM, the growth of FAST is not restricted to the U.S. anymore: “Our mission is to entertain the planet!” Is Europe going FAST, but the U.S. going FASTer? FAST, or free advertising-supported streaming television, and AVOD (advertising-based video on demand) services have been a key growth… Continue reading CATCHING ON FAST: WHY EUROPE IS EMBRACING FREE ADVERTISING-SUPPORTED STREAMING TV

MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

24. 11. 2024 Last year’s egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales. egta, the European organisation of marketers from the TV, media and advertising solutions industry, surveyed CEOs and top executives last year on the occasion of the 2024 CEOs’ & Top… Continue reading MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar. A study released for International Men’s Day, Connecting with men: How brands can decode modern masculinity, draws on data… Continue reading STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING

20. 11. 2024 The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.” In this interview, Manning explores ways for European broadcasters to attract more ad spend,… Continue reading “DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING

STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

19. 11. 2024 Streaming services are growing mainly due to sporting event offerings, a Kantar study shows. This summer, full of global sporting events such as Euro football, the Conmebol Copa America and the Summer Olympics in Paris, attracted many new users to streaming services. For example, the Olympics were the reason for one in four new Discovery+… Continue reading STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

WINNERS OF HBBTV AWARDS 2024 ANNOUNCED

15. 11. 2024 The HbbTV Association, a global initiative dedicated to providing open standards for advanced interactive TV services through broadcast and broadband networks to connected TV sets and set-top boxes, has unveiled the winners of the HbbTV Awards 2024, showcasing and celebrating excellence in the HbbTV community. The winners of the HbbTV Awards 2024: Best Use of… Continue reading WINNERS OF HBBTV AWARDS 2024 ANNOUNCED

ATTENTION DRIVES INCREMENTAL PROFIT

4. 11. 2024 There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research. Maximising Profit through Attention brings together Lumen’s benchmarks for its APM attention metric (attentive seconds per 1000 impressions) with the Full Profit ROI channel benchmarks… Continue reading ATTENTION DRIVES INCREMENTAL PROFIT

MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

4. 11. 2024 Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition. The European Association of Communication Agencies (EACA) has published the horlist of the Effie Europe competition, with a total of 82 entries. Two of them are also from the Czech Republic. In the category Best of Europe: Positive… Continue reading MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 Linear TV is clearly – despite strong competition from streaming platforms – more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated. Despite the wide range of streaming platforms , traditional television is not losing popularity with… Continue reading STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?

1. 11. 2024 In the TV business, we’ve become accustomed to a lot of acronyms and jargon. Just within the last few years we have been introduced to OTT, SVOD, AVOD, PVOD, FAST and various other iterations of what amounts to internet-delivered content that is either free to consumers or via subscription or one-off transaction.  But one less-buzzy… Continue reading HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?

MSL AND LEO BURNETT ARE IN THE FINAL EUROPEAN EXCELLENCE AWARDS

1. 11. 2024 A total of five shortlists at the European Excellence Awards have been awarded to campaigns by agencies MSL and Leo Burnett. The European Excellence Awards finalists from the Czech Republic are MSL and Leo Burnett, both from Publicis Groupe. In total, they have won five shortlists for their campaigns “Civilians Thank You”, “A Better City… Continue reading MSL AND LEO BURNETT ARE IN THE FINAL EUROPEAN EXCELLENCE AWARDS

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

MAKING A MARKETER 2: MARKETING HAS A MARKETING PROBLEM

29. 10. 2024 The Marketing Festival team has released Making a Marketer 2, a documentary featuring luminaries from the current marketing scene. The team preparing the Marketing Festiva conference filmed a sequel to the marketing documentary and released it last week under the title Making a Marketer 2: A Marketing Festival Documentary. Following Tuesday’s cinema premiere, the documentary… Continue reading MAKING A MARKETER 2: MARKETING HAS A MARKETING PROBLEM

WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

29. 10. 2024 Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong WARC has long held the view that effective marketing strategies combine immediate results with long-term goals. However, a fragmented media landscape and a focus on short-term measurement… Continue reading WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD

28. 10. 2024 Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers. This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power… Continue reading MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common? They’re all huge TV advertisers. Coca-Cola’s biggest marketing campaigns have always featured TV commercials, from “I’d Like to Buy the World a Coke” in the 70s to the more recent “Share a Coke.” Apple… Continue reading WHY TV ADVERTISING STILL RULES BRAND-BUILDING

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase. This is a real scenario that plays out time… Continue reading HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX