SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING

15. 2. 2021 In the third and last issue of the series on TV market development, we will focus on how companies including e-commerce businesses use TV advertising for long-term brand building. In the following years, TV will face a number of issues – its VOD services and the introduction of addressable advertising.  Over the last decade, the media… Continue reading SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING

TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL

24. 12. 2020 Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal. The past year has been a bruising one for the television industry. Covid-19’s rapid descent on the globe turned off TV’s programming spigots, leading to a drought in advertising revenue. Consumers stuck at home continued to cord-cut or otherwise move over to… Continue reading TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL

UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES

17. 12. 2020 Television is a highly cost effective media for large advertisers, Unilever’s global media operations director has said, with new developments in advanced TV further increasing the value of the channel. Speaking on a panel at the Future of TV Advertising Global, Richard Brooke said: “As a company that sells to 2 billion plus consumers a day on an annualised… Continue reading UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES

A NEW DAWN FOR TV

14. 12. 2020 TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones. TV has changed more in the last 10 years than in the previous 50, with over 150 channels, an array of… Continue reading A NEW DAWN FOR TV

‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

7. 12. 2020 John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change. Mark Twain, Blaise Pascal, Winston Churchill, Dostoevsky – just a few of those who have been credited with variants of the phrase, “sorry for the long letter, I didn’t have time to make… Continue reading ‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021

7. 12. 2020 By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or… Continue reading FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 As the screen-watching landscape continues to change and viewing habits switch, can television – and therefore television advertising – hold its own? The Moon Unit examine the future of ‘the hearth of the 20th century’. Television is finally on its way out, and television advertising along with it. Or so they say. Truth is, that… Continue reading WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING

11. 8. 2020 No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to… Continue reading WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING

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

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

AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?

4. 5. 2020 Stéphane Coruble, CEO of RTL AdConnect, reflects on how broadcasters and advertisers are adopting a new approach to retain relevancy during the COVID-19 lockdown. The lockdown has shown that, far from being redundant, traditional media – and especially television – plays an essential role in reassuring people in times of crisis, and keeping them informed, educated… Continue reading AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?

UK; US: GREATER MEDIA CONSUMPTION LIKELY TO SUSTAIN AFTER COVID-19

7. 4. 2020 An overview of the long-term change in consumer media habits after the novel coronavirus (COVID-19) outbreak in the UK and US. At least half of those who are spending longer consuming media say they plan to continue to do so after the outbreak ends. Online video content shows the strongest staying power – 78% of… Continue reading UK; US: GREATER MEDIA CONSUMPTION LIKELY TO SUSTAIN AFTER COVID-19

5 WAYS CORONAVIRUS IS CHANGING OUR VIEWING HABITS

25. 3. 2020 What has changed in how people consume media, and what does it mean for advertisers? With many countries introducing full or partial lockdowns, millions of us are spending more time at home in order to slow the spread of coronavirus. Using data from Kantar’s currency audience measurement and advertising intelligence services, we have identified some… Continue reading 5 WAYS CORONAVIRUS IS CHANGING OUR VIEWING HABITS

CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA

9. 3. 2020 The increase in time we dedicate to media relates to the expansion of electronic devices in population, shows Nielsen Admosphere’s data. The average daily time Czechs spend with media grew to 7 hours and 14 minutes last year, which is a 14-minute increase year-on-year. Total media time includes media multitasking (such as browsing the Internet… Continue reading CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA

TV VIEWERS JUST WANT EASE OF ACCESS TO CONTENT

2. 3. 2020 Even though the range of services and devices for watching TV has proliferated in recent years, broadcast networks and advertisers should be aware that most viewers don’t care about the technology provided they get to watch what they want. About three-quarters (74%) of global TV viewers, rising to 76% of Australians, feel this way, leading a… Continue reading TV VIEWERS JUST WANT EASE OF ACCESS TO CONTENT

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

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 GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM

9. 10. 2019 As viewers, you probably agree that we’ve never had more options when deciding what content to watch, which device to watch it on, or how to access it. Consumers are living in a golden age of television, no matter how TV is now defined. The flipside for all of us working in the industry is that this New TV… Continue reading THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM