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

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

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

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

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

4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 2019

3. 1. 2019 For brand marketers, video continues to be the most important story in media. Audience behavior is evolving rapidly across generations, and consumers now watch more than eight hours of online content every week, according toThe State of Online Video 2018 report by Limelight Networks. Faced with a fragmented device landscape, advertisers are seeking greater simplicity and… Continue reading 4 TRENDS THAT WILL SHAPE VIDEO ADVERTISING IN 2019

EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019

11. 12. 2018 The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Following what could be termed as one of the most interesting years in the connected TV space since its inception, thought leaders from across the industry share how they… Continue reading EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019

WHY TV AND DIGITAL ARE THE PERFECT COUPLE

10. 12. 2018 What plays together, stays together. As advertisers and media buyers have flocked to digital advertising, something unfortunate happened: Television advertising, the medium that has always delivered a loyal, attentive audience—and has always been a master brand storyteller—began to get pushed aside for younger, “hipper” alternatives. But now, marketers are realizing what researchers have known all along: Digital… Continue reading WHY TV AND DIGITAL ARE THE PERFECT COUPLE

TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE

5. 12. 2018 Once confined to brand and awareness metrics, the world of TV attribution has evolved to measure responses and effectiveness in the same way digital media has for years. Critically, the concept of quantifying offline media’s contribution to a business outcome, no matter where the consumer is in their purchase journey, has realigned the industry’s approach to… Continue reading TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE

WHAT THE GROWN-UPS THINK ABOUT TV

3. 12. 2018 Ahead of this week’s Future TV Advertising Forum, and with a hefty new GroupM report by his side, Dominic Mills outlines the most important issues now facing the television industry I’ve been prepping for various sessions at this week’s Future TV Advertising Forum. There’s no shortage of stats and viewpoints, much of it useless concoctions of… Continue reading WHAT THE GROWN-UPS THINK ABOUT TV

STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US

21. 11. 2018 Video is firmly entrenched in our lives.  Whether we’re snuggling on the sofa for an evening of telly or killing time on our mobiles before the bus arrives, the opportunities to watch have never been greater. Back in 2013, we investigated what viewer motivations underpinned the TV we chose to watch.  What drove someone to… Continue reading STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US

AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?

3. 10. 2018 Let’s set the scene. The 1950s. A boom in affordable TV sets causes an increase in the number of small screens in homes across the United States. Families flock to their living rooms to watch new programming. With this boom comes the dawn of new advertising, as marketers can now directly reach consumers through TV program… Continue reading AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?