CTV SECURES ITS LEADING SHARE OF VIDEO AD IMPRESSIONS

5. 11. 2021 Connected TV continued to hold a comfortable lead in video ad impressions in Q3 2021, with a 35% share, according to the latest quarterly “State of Streaming” report from Extreme Reach.  CTV’s share has been 35% or higher in each of the past five quarters, and hit 41% in this year’s first quarter. Since the pandemic broke… Continue reading CTV SECURES ITS LEADING SHARE OF VIDEO AD IMPRESSIONS

SMART TV OWNERS HAVE MONEY, STILL WATCH AVOD, STUDY FINDS

5. 11. 2021 Vizio and Magid said 55% of smart TV owners watch AVOD. Smart TV owners have higher-than-average incomes and spend more on subscription VOD, but also watch ad-supported streaming programming. A study conducted by Vizio and Magid found that 55% of U.S. smart TV owners — age 18-64 — watch ad-supported video-on-demand (AVOD) programming weekly. Only 39% of… Continue reading SMART TV OWNERS HAVE MONEY, STILL WATCH AVOD, STUDY FINDS

CONSUMERS WANT MORE STREAMING IN MORE PLACES

4. 11. 2021 Advent of 5G, self-driving vehicles increases availability of CTV outside the home, Vericast says. SAN ANTONIO—Although streaming Connected TV (CTV) has become a reality for more consumers than ever before, viewers are optimistic about the increasing availability of streaming outside the home environment, according to a new survey. CTV is defined as a TV that… Continue reading CONSUMERS WANT MORE STREAMING IN MORE PLACES

LOOK OUT!

4. 11. 2021 How do you create effective and memorable advertising in a world that seems to be turning inwards? That’s the question at the heart of my new book Look out, an advertising guide for today’s world. The book is a study of attention – of what I describe as ‘narrow-’ and ‘broad-beam’ attention. Drawing further on the… Continue reading LOOK OUT!

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

3. 11. 2021 An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC’s database of 1,169 case studies of successful advertising campaigns. Successful advertisers achieve an average profit return on investment (ROI) of 2.26:1. As most case studies on WARC list short-term results, the long-term return will often be higher. Successful… Continue reading SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD. There has been significant debate this month regarding trust in advertising, with the majority view being that there is a significant level of distrust in advertisers and advertising. It is true that… Continue reading DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

DIRECT-TO-CONSUMER BRANDS AROUND THE WORLD EMBRACE TV

28. 10. 2021 Booming online-born brands and online giants are placing their trust in TV. As TV investments surpass pre-pandemic levels around the world, newly released international figures showcase how both direct-to-consumer brands and online giants are increasingly embracing TV to get their message across. The Global TV Group, the grouping of TV companies and sales houses’ trade… Continue reading DIRECT-TO-CONSUMER BRANDS AROUND THE WORLD EMBRACE TV

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this – how could they not? The challenge… Continue reading HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

25. 10. 2021 Modern connected TV viewers are more representative of the U.S. population than viewers of traditional TV platforms, according to a new survey from Magnite, a sell-side media platform. “CTV reaches a balanced mix of age groups, matching the national profile. Traditional TV is much more heavily weighted toward baby boomers,” the authors of the study say. For example,… Continue reading CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals. Why it matters With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV… Continue reading UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

AD BUYER’S NOTIONS OF `TV’ CONVERGE

25. 10. 2021 Three quarters of all media buyers say TV is now defined as both linear and streaming platforms; 70% say TV should be sold in the basis of impressions, according to TVSquared NEW YORK & EDINBURGH, Scotland—A recent survey of media buyers in the U.S., the UK, German and Australia found that buyers are taking a… Continue reading AD BUYER’S NOTIONS OF `TV’ CONVERGE

ESTIMATE: INVESTMENTS IN COMMUNICATION WILL SEE A DOUBLE DIGIT GROWTH IN 2022

14. 10. 2021 The estimate of marketing communication investments is favourable. Investments are going to grow by nearly 12 percent next year according to Nielsen Admosphere. Total market size Marketing communication in the Czech Republic Investments in marketing communication (expert estimate of net marketing investments) – figures in billions of CZK Estimated development of marketing investments until 2022,… Continue reading ESTIMATE: INVESTMENTS IN COMMUNICATION WILL SEE A DOUBLE DIGIT GROWTH IN 2022

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose. Effectiveness expert and consultant Peter Field has called for an end to the “vitriolic” criticism piled on brand purpose by some industry commentators and practitioners, having found… Continue reading CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

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

IPTV VIEWERSHIP IS GROWING IN THE CZECH REPUBLIC. IT IS SECOND BEHIND TERRESTRIAL TV

22. 9. 2021 Five times more households receive a TV signal through the internet now than five years ago. This is one of the findings disclosed at the Digimedia conference on Wednesday. Today, five times more households receive a TV signal through IPTV than five years ago. Their share has grown from four to 22%. Terrestrial broadcasting remains the dominant… Continue reading IPTV VIEWERSHIP IS GROWING IN THE CZECH REPUBLIC. IT IS SECOND BEHIND TERRESTRIAL TV

MEDIA AD INVESTMENTS REMAINED ABOVE LAST YEAR’S LEVELS IN AUGUST

21. 9. 2021 The volume of monitored media ad investments for the first eight months of this year remains above the last year’s comparable period, indicates the data of Nielsen Admosphere. The volume of monitored media ad investments for the first eight months of this year remains above the last year’s comparative period. According to Nielsen Admosphere’s monitoring,… Continue reading MEDIA AD INVESTMENTS REMAINED ABOVE LAST YEAR’S LEVELS IN AUGUST

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

RESEARCH: 6 IN 10 US HOMES AVOD VIEWERS

19. 8. 2021 According to research firm TDG, six-in-ten connected-TV households now watch a free ad-supported streaming service on television. YouTube remains the dominant free VoD provider, with free ad-supported streaming TV services (FASTs) such as Pluto TV and IMDb seeing growing audiences. “Clearly the effects of work-from-home and lack of traditional leisure options during the pandemic accelerated consumer… Continue reading RESEARCH: 6 IN 10 US HOMES AVOD VIEWERS