IN UNCERTAIN TIMES BE TV CERTAIN

21. 7. 2020 So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands. Now, more than ever before, marketing budgets are under pressure and the battle for market share is… Continue reading IN UNCERTAIN TIMES BE TV CERTAIN

EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

20. 7. 2020 European broadcasters are no longer playing catch up on first run video on demand content. A new study by Ampere Analysis has found that broadcasters’ VOD audiences tend to be both younger and more affluent than those watching linear television. This has contributed to an increase in digital only commissions. Ampere believes investment in online… Continue reading EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

THE FUTURE OF TV PLANNING

18. 5. 2020 One of the questions I was asked at Mediatel’s recent Future of TV event was “Will more streaming mean a more diverse distribution landscape for ad-supported television, and how should advertisers think about the opportunity in this space?” or words to that effect. My answer in short was yes, and that I believe the opportunity was to identify… Continue reading THE FUTURE OF TV PLANNING

PAUSE BUTTON ADVERTISING

8. 5. 2020 In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising. The SBS Pause button, which was… Continue reading PAUSE BUTTON ADVERTISING

TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND

10. 4. 2020 This week’s egtabite features an in-depth ROI study of the Finnish market – conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements  – which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the… Continue reading TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND

IF YOU’RE IN MARKETING, NOW IS A TIME TO SPEND, NOT BEND

6. 4. 2020 There are very few upsides for anyone right now. A record number of companies, big and small, find themselves just weeks from insolvency. Employees are being let go in record numbers. And the media is collapsing as advertising dries up and a long, difficult and painful ­recession lumbers into view. It’s a struggle to find even the faintest… Continue reading IF YOU’RE IN MARKETING, NOW IS A TIME TO SPEND, NOT BEND

TV ADS CREATE MORE POSITIVE IMAGE OF BRANDS THAN DIGITAL, SAY CONSUMERS

1. 4. 2020 Twice as manyconsumers say TV ads create a more positive image of brands than say the same about common digital formats, an extensive new survey reveals.  The report, Consumer Trust in Digital Marketing, by GroupM, questioned 14,000 consumers across 23 countries, and uncovered growing concern over digital marketing and the use of personal data that could… Continue reading TV ADS CREATE MORE POSITIVE IMAGE OF BRANDS THAN DIGITAL, SAY CONSUMERS

BRANDS IN A PANDEMIC WORLD: INSIGHTS FROM KANTAR’S COVID-19 BAROMETER

27. 3. 2020 New research from Kantar uncovers how people’s media habits, attitudes and expectations can guide brands’ strategy during the coronavirus pandemic in order to remain afloat now and to bounce back once the worst has passed. The findings detailed in the first instalment of the research company’s COVID-19 Barometer, are based on a survey of more than… Continue reading BRANDS IN A PANDEMIC WORLD: INSIGHTS FROM KANTAR’S COVID-19 BAROMETER

THE VALUE OF TV IN THE TIME OF CORONAVIRUS

26. 3. 2020 TV advertising has an important role to play in keeping commerce going through the coronavirus crisis. When people’s livelihoods are threatened and we all fear for the people we love, everything else can feel a little beside the point, a bit trivial. So I have to keep reminding myself that there is a point. That life goes on. We… Continue reading THE VALUE OF TV IN THE TIME OF CORONAVIRUS

WHAT DOES TV MEAN TO PEOPLE WORLDWIDE

14. 2. 2020 The TV viewing experience has been changing drastically in the last years, especially with the rise of streaming services and all new devices for accessing them. The way audiences consume TV daily is constantly evolving. Therefore, there is a rising need for most recent figures that precisely show people’s viewing behaviour. This week’s egtabite puts the… Continue reading WHAT DOES TV MEAN TO PEOPLE WORLDWIDE

FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

13. 2. 2020 If you’re like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts… Continue reading FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

VIDEO PROVIDERS STEP UP PODCASTING GAME

12. 2. 2020 Recognizing that podcasts are a powerful companion to video, a growing number of linear and digital video services are creating podcasts that align with their audiences’ tastes. The podcasts cover everything from reality TV stars to history lessons to even iconic sci-fi shows, such as Battlestar Galactica. In a sea of 800,000 podcasts, these video companies’… Continue reading VIDEO PROVIDERS STEP UP PODCASTING GAME

TOP 11 VALENTINE’S DAY ADS

10. 2. 2020 It’s that time of year again. Can you feel it? Overpriced bouquets of roses being bought, people frantically trying to get a reservation at any restaurant they can and engagement ring sales are soaring through the roof. For those of us who are single, we are buying red wine and romantic comedies for the big… Continue reading TOP 11 VALENTINE’S DAY ADS

LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

20. 1. 2020 It’s a new decade. Or is it? It depends on how you like your decades. Is the old one finished or is that not until the end of 2020? ‘Who cares you pedantic twat, Clay?’ you might ask. Fair enough, but 2020 is certainly a good moment to reflect. And why not reflect on some of the… Continue reading LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

TV THE ‘LEAST RISKY’ FORM OF ADVERTISING, FINDS NEW RESEARCH

21. 11. 2019 While return on investment varies depending on the brand and campaign, linear TV and broadcaster video-on-demand show up to three times less variance than other media. TV is the “least risky” form of advertising, providing the most consistent return on investment when compared to other media channels, according to new research. The study, conducted by… Continue reading TV THE ‘LEAST RISKY’ FORM OF ADVERTISING, FINDS NEW RESEARCH

THE IMPORTANCE OF CREATIVITY IN ADVERTISING

17. 7. 2019 The roots of advertising run deep. We’ve come a long way since William Caxton printed what would be described as Britain’s first advert in 1477. How grand it would be if advertising was still so simple. Nowadays, we have a bit more to contend with on the marketplace than ol’ Caxton. While this makes for a more exciting day… Continue reading THE IMPORTANCE OF CREATIVITY IN ADVERTISING

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?