HBBTV SYMPOSIUM 2022 TO FOCUS ON TARGETED ADVERTISING, DVB-I AND NEW HBBTV SERVICES

29. 9. 2022 Tickets are ready to buy. Symposium will focus on Targeted Advertising, DVB-I and new HbbTV services. More about conference programm on the web pages.

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler… FreeWheel’s Stefanie Briec looks at a new technology that will take TV advertising to the next stage – dynamic ad podding. The article will explain… Continue reading WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022 Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video. The  study defined interactive live video as including live-streaming video where… Continue reading GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

26. 9. 2022 How to make TV’s cross-platform incremental reach work for your brand? It has been clear for a while now that television—whether linear or streaming—is still a very effective medium for advertisers to achieve scaled reach. Yes, mobile and the various social platforms that have made a splash with their clickable and shoppable content are a… Continue reading WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

24. 9. 2022 New study examines how adland’s perceptions of media consumption have changed.  Adland still isn’t normal, but its understanding of the UK public’s media consumption has improved. Good understanding of the public’s broadcast TV consumption, however TikTok and SVOD massively over-estimated. It’s been a decade since Thinkbox’s first “Ad Nation”, a landmark study exploring the differences… Continue reading ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022 Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

‘WATCHING’ ACCOUNTS FOR THE LARGEST SHARE OF MEDIA TIME

23. 9. 2022 IPA TouchPoints offers great insights into today’s media consumption. The data is drawn from a representative sample of over 6,000 adults aged 15+ living in Great Britain. Each person keeps a diary via their mobile phone, detailing their activities every half an hour for a week. This month’s Chart of the Month uses TouchPoints to… Continue reading ‘WATCHING’ ACCOUNTS FOR THE LARGEST SHARE OF MEDIA TIME

DESPITE THE GROWTH OF VOD LINEAR TV IS STILL CRUCIAL

22. 9. 2022 Linear TV is still a key source of revenue and profits for broadcasters despite the rise of video-on-demand (VOD) services. This was one of the key topics of  Innovation Day conference. The Ministry of Industry and Trade (MIT) will continue to support the free-to-air digital terrestrial broadcasting (DTT) platform beyond 2030. Miloš Mastník, general director… Continue reading DESPITE THE GROWTH OF VOD LINEAR TV IS STILL CRUCIAL

POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

22. 9. 2022 Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the… Continue reading POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard. Katy Harkness, MediaCom’s UK strategy director (pictured, main image), argued attention had become “this decade’s hot new topic” and outlined how and why agencies should have a balanced approach when… Continue reading MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

20. 9. 2022 All monitored media types showed year-on-year growth in monitored media investment in this year’s eighth month. To date, advertising investment in media is up 12 per cent on last year. In the first eight months of this year, monitored advertising investment in media has increased by 12 per cent year-on-year. Television is the strongest by… Continue reading ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022 Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022 Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what… Continue reading BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

STREAMING AUDIENCES DON’T SEE A NEED FOR LOYALTY

15. 9. 2022 The Future. The film and TV streaming market is only getting tougher as audiences get in the habit of signing up, watching a show, and then canceling once they’re done. Platforms may need to use every tool in their arsenal to keep people hooked for another month, including dropping the binge model, offering titles from a… Continue reading STREAMING AUDIENCES DON’T SEE A NEED FOR LOYALTY

STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

15. 9. 2022 Advanced video ad creative in connected TVs delivers higher performance than interactive video on mobile and PC according to Innovid. A new study from Innovid has found that interactive connected TV (CTV) campaigns deliver stronger results across key performance and attention metrics than interactive campaigns on mobile and PC, though those two mediums also saw… Continue reading STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

14. 9. 2022 Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands. The latest Sustainability Sector Index from market researcher… Continue reading KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS

13. 9. 2022 Media Club is satisfied with the introduction of ad skipping restrictions in the return view of IPTV operators, according to the first month results. According to Prima Group commercial director Vladimír Pořízek, about two first of GRPS ad returns have been made. Since June, the Prima TV group has restricted the possibilities for skipping ads… Continue reading AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS

IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

13. 9. 2022 The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year. In a recent Harvard Business Review article, researchers led by Duke University’s Fuqua School of Business said traditional advertising’s newfound appeal is partly due… Continue reading IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?