MEDIA HABITS ARE CHANGING RAPIDLY FOR YOUNG ADULTS, MAKING AD TARGETING MORE CHALLENGING
7. 10. 2021 Media habits have undergone a sweeping change driven by streaming content and other digital media platforms, especially among younger age groups. As media continues to fragment, developing a successful strategy is becoming a more challenging task with each passing year. Despite the fragmentation and the challenge of reaching young adults, many advertisers continue to market to this demographic,… Continue reading MEDIA HABITS ARE CHANGING RAPIDLY FOR YOUNG ADULTS, MAKING AD TARGETING MORE CHALLENGING
HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES
16. 9. 2021 Emotional advertising connects brands with audiences in a personal, human way. It’s a technique that dates back years, but has been used a significant amount over the past couple of years, particularly during the pandemic. In this article, you will learn what emotional advertising is, plus our top emotional marketing strategies, how they work, and… Continue reading HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES
WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED
9. 9. 2021 Cara Lewis, executive vice-president, head of US media investment at Dentsu, talks us through the big steps TV ad buying has seen in recent years. She discusses how to enter the medium in a more data-driven era. When I started buying TV commercials, cable networks were still progressing, and the internet was just a destination… Continue reading WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED
WHEN IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS
6. 9. 2021 The explosion of consumer choices in the video universe may not have changed things as much as you think. From a brands-eye view, the options for effective video advertising are quite simple. Kim Portrate explains. There’s only one word to describe today’s video universe and that is vast. There’s 10 Play to 9Now, 7plus, Kayo, Foxtel… Continue reading WHEN IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS
IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC
23. 8. 2021 Australia’s direct-to-consumer (DTC) brands are capitalising on Australia and New Zealand’s ecommerce growth – the highest across the globe at +107% in Q3 2020 – to expand their market presence. And they’re using TV to do it. Accustomed to impression-based measurement and data-driven insights, DTCs came to TV with high expectations. Their approach changed the… Continue reading IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC
TV SETS AND THE MULTIVERSE OF MADNESS OF THEATRICAL WINDOWS
19. 8. 2021 Narrowing the Gap Between Cinemas and Sofas The desire to watch new theatrical movies at home is not new; it’s something consumers have wanted for a long time. Until now, studio experiments with “day-and-date” simultaneous releases in cinemas and at home were stymied by theater owners. But the intertwined impact of the pandemic and direct-to-consumer… Continue reading TV SETS AND THE MULTIVERSE OF MADNESS OF THEATRICAL WINDOWS
ADDRESSABLE TV EVERYWHERE
6. 8. 2021 Why broadcasters should enable ATV products across all touchpoints in a challenging and fragmented TV landscape. Local European broadcasters are facing ever-increasing competition and severe disruption in a number of areas. Most significantly, they are competing with global digital giants on their home turf within their core business — the TV advertising ecosystem. Furthermore, rapidly changing… Continue reading ADDRESSABLE TV EVERYWHERE
“COVID HAS DISTURBED THE ADVERTISING MARKET, SO WE HAVE ACCELERATED TV SERIES PRE-PRODUCTION”
4. 8. 2021 “We are shooting new TV series this summer to be able to always respond and launch new shows flexibly to achieve sufficient TV ratings and advertising space,” says Marek Singer, Prima TV’s CEO, explaining Prima’s current strategy. Médiář interviewed him immediately after the presentation of Prima’s programme schedule for this autumn. Prima TV’s autumn programme schedule is… Continue reading “COVID HAS DISTURBED THE ADVERTISING MARKET, SO WE HAVE ACCELERATED TV SERIES PRE-PRODUCTION”
CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION
2. 8. 2021 Consumers choose brands for many reasons. One important reason is how a specific brand makes them feel about themselves. Since the best way to leverage that emotional element in connecting with consumers is by combining sight, sound and motion through video, it’s no surprise that so many big brands choose TV advertising as the backbone of… Continue reading CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION
NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021
26. 7. 2021 Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year. … Continue reading NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021
OPINION: TV ADVERTISING HAS EVERYTHING IT NEEDS TO PERFORM
22. 7. 2021 Marketers shouldn’t lose sight of the fact that they are living in a period of data abundance Agencies are frustrated about TV measurement. In the past, TV currency data provided a consolidated view of how TV budgets were spent. Broadcast, cable and even selective digital video could be consolidated into a single view of delivery to age/gender… Continue reading OPINION: TV ADVERTISING HAS EVERYTHING IT NEEDS TO PERFORM
LINEAR PROGRAMMING MIGHT NOT BE DEAD AFTER ALL
21. 7. 2021 Ad supported streaming options continue to become more popular according to Horowitz Research. Despite the proliferation of subscription streaming services in the streaming market, ad-supported streaming options continue to gain momentum, according to Horowitz Research’s “State of Viewing and Streaming 2021” report. The findings call into question the perception that linear TV may have less… Continue reading LINEAR PROGRAMMING MIGHT NOT BE DEAD AFTER ALL
MEDIA SPEND RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI
19. 7. 2021 Edition Five of The Payback Series from ThinkTV aims to show how to maximise return on investment by choosing channels with the ability to deliver positive ROI as well as short and long-term sales.
UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING
13. 7. 2021 Diversity and Inclusion are major themes for advertisers right now, as the last few years have made it plain how poorly marginalised communities feel they have been represented in traditional advertising. Across every channel and sector there’s an interest in representing diversity better, more authentically, but also more effectively. We’ve all seen ads which feel… Continue reading UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING
FIVE STREAMING VIDEO TRENDS SHAPED 2021’S FIRST HALF, AND WILL SHAPE ITS FUTURE
9. 7. 2021 Halfway through a relatively momentous 2021, with the pandemic ebbing in at least some parts of the planet, several major trends have emerged, or re-emerged, and will help shape where the streaming-video industry heads going forward. The conflicts between those sometimes contradictory trends will shape the next stage of development in what’s clearly now the next… Continue reading FIVE STREAMING VIDEO TRENDS SHAPED 2021’S FIRST HALF, AND WILL SHAPE ITS FUTURE
THE FUTURE OF VIDEO ADVERTISING: THINK BIGGER… AND SMALLER
1. 7. 2021 The point where TV meets digital is currently one of the most exciting places in media. Connected TV, broadcast video, addressable TV – all these innovations are changing the way consumers and advertisers think about video advertising. Suddenly, TV can stretch from the top of the marketing funnel to the bottom, from multi-national to local,… Continue reading THE FUTURE OF VIDEO ADVERTISING: THINK BIGGER… AND SMALLER
TELEVISION’S IRRESISTIBLE POST-PANDEMIC APPEAL
11. 6. 2021 Television is shining white hot in the media agency playbook as advertisers scramble to get their brands airtime, pushing ad spend growth numbers into positive territory for the first time in years. The restrictions and regulations of COVID-19 increased consumer time with television in all its forms, including free-to-air and the various catchup and BVOD.… Continue reading TELEVISION’S IRRESISTIBLE POST-PANDEMIC APPEAL
YOUR HAIRDRESSER OR CAR MECHANIC CAN ADVERTISE ON TV IN 2021
7. 6. 2021 Who does not want to advertise on TV? Today, anyone can do so. Including your hairdresser or a local car repair shop. The costs are minimal and in addition, the ad can be launched or switched off depending on the development of the current pandemic situation and easing of restrictions. How is it possible? TV… Continue reading YOUR HAIRDRESSER OR CAR MECHANIC CAN ADVERTISE ON TV IN 2021
