TV MARKET AVOIDED FLUCTUATIONS IN GRPS IN THE FIRST QUARTER

7. 4. 2021 The ongoing coronavirus pandemic did not bring any significant fluctuations in the number of delivered GRPs to the advertising TV market. The aggregate number of advertising GRPs delivered by TV in this first quarter decreased by 2% compared to the last year’s first quarter. It is a good result given the adopted measures against the coronavirus.… Continue reading TV MARKET AVOIDED FLUCTUATIONS IN GRPS IN THE FIRST QUARTER

WHY CONNECTED TV ISN’T AS COMPLICATED AS ADVERTISERS THINK

5. 4. 2021 While advertisers now recognize the importance of CTV for reaching an enormous audience – 2020’s dramatic acceleration led to consumer user numbers exceeding 200 million – they are still concerned about how complicated it all seems and are still trying to figure out where to start.  Many advertisers are overwhelmed by the sheer number of… Continue reading WHY CONNECTED TV ISN’T AS COMPLICATED AS ADVERTISERS THINK

VIEWING COMES BACK TO THE LIVING ROOM

29. 3. 2021 In a clear indication of the lay of land in today’s TV industry, research from advertising technology platform provider FreeWheel has found that after a decade of change, and as people’s consumption of media has fragmented across devices over the past ten years, many have returned to the living room to watch connected TV (CTV). In the… Continue reading VIEWING COMES BACK TO THE LIVING ROOM

AVOD WILL BE BIG, BUT WILL TAKE ITS TIME GETTING THERE

25. 3. 2021 Streaming is changing the world of TV viewing. But, unfortunately for the advertising world, the vast majority of this viewing is ad-free, since most of the largest and most dominant streaming services carry no ads — Netflix, Amazon Prime, Disney+, HBO Max (though that is changing), Apple TV+ — and the two larger services that… Continue reading AVOD WILL BE BIG, BUT WILL TAKE ITS TIME GETTING THERE

ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

22. 3. 2021 It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as it is for online digital? Major content owners like Disney and NBCUniversal… Continue reading ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

TRENDS OF THE MONTH: ROI, B2B AND NEXT GEN TV

19. 3. 2021 This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences. Half of brands achieve an ROI of $1.06, but the most effective can double this For every $1 spent on media, advertisers can expect an average… Continue reading TRENDS OF THE MONTH: ROI, B2B AND NEXT GEN TV

LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

8. 3. 2021 When we talk about the potential demise of traditional linear TV, we’re talking about the potential demise of cable and broadcast delivery of linear TV, not linear TV itself. That’s an important distinction as, like the difference between “OTT” and “CTV”, it clouds up discussions about the future of TV. So far starters, linear TV is… Continue reading LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

AVOD PLATFORMS FORECAST TO GROW TO $18 BILLION BY 2025

8. 3. 2021 Advertising video-on-demand platforms (AVOD)– a subset of all connected TV — are expected to see skyrocketing growth over the next four years, rising to $17.8 billion, according to MoffettNathanson Research. AVOD platforms were estimated to come in at $4.4 billion in 2020, with Hulu grabbing the bulk of that market — $2.5 billion. In 2025, the… Continue reading AVOD PLATFORMS FORECAST TO GROW TO $18 BILLION BY 2025

TV RATING WAS GROWING IN ALL CENTRAL EUROPEAN COUNTRIES LAST YEAR

25. 2. 2021 Hungarians spend most of their time before the TV screen out of all viewers in Central Europe, the highest increase in the rating was seen in the Czech Republic and Slovakia. Last year, TV rating achieved record values not only in the Czech Republic but also in the Central European region. The primary reason was… Continue reading TV RATING WAS GROWING IN ALL CENTRAL EUROPEAN COUNTRIES LAST YEAR

TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

25. 2. 2021 If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts… Continue reading TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025

22. 2. 2021 Advertising revenue of ad-supported online video services is expected to double by 2025. But the market is dominated by linear TV. Global investments directed at advertising in linear TV have generally decreased in the recent five years but linear TV still remains the key ad medium taking into consideration other video formats. Its share is… Continue reading ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025

BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

19. 2. 2021 Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics — as well as some eye-opening fraud issues — CTV advertising dollars are estimated to rise to $11 billion. What’s the most important issue? Perhaps a clue is where the actual dollars are flowing. Many CTV dollars have benefited traditional TV players and… Continue reading BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY

19. 2. 2021 “Our primary impediment to [advertising] growth at this point is the behavior of TV buyers.” That was Roku founder/CEO Anthony Wood, speaking yesterday during the company’s Q4 earnings call. Despite Roku’s high double-digit ad-revenue gains, Wood was expressing frustration and/or puzzlement over advertisers spending $65 billion on linear TV in 2020 — even as linear… Continue reading TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY

TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR

7. 2. 2021 The average daily time spent watching TV increased to nearly four hours last year; time-shifted viewing doubled year on year. In 2020, viewers spent record time watching TV in the 24-year history of people-meter measuring. In the 15+ group, TV was watched nearly four hours a day (3 hours and 59 minutes). From January to December,… Continue reading TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR

NOVA, SEZNAM AND PRIMA ARE THE STRONGEST CZECH MEDIA BY SALES

3. 2. 2021 We have prepared a ranking of the top media on the Czech market in terms of turnover based on sales in 2019. The Nova TV group, the Seznam.cz internet company and the Prima TV group were the three strongest media on the Czech market by sales in 2019. In that year, Nova’s sales grew to CZK… Continue reading NOVA, SEZNAM AND PRIMA ARE THE STRONGEST CZECH MEDIA BY SALES

DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD

2. 2. 2021 It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip. The latest IPA Bellwether report shows that businesses are cutting marketing budgets as a direct consequence of Covid-19 and Brexit. One could argue it’s an understandable response in the… Continue reading DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD

WOLDE: TOTAL VIDEO WINS, LIVE TV HAS THE LARGEST SHARE

19. 1. 2021 There is no division between online and broadcast TV video; platforms support each other and the so-called total video wins today, says Štěpán Wolde. Live TV continues to be the strongest source of video content consumption in the general population older than 4 years in the Czech Republic. Its share in all video viewing (including… Continue reading WOLDE: TOTAL VIDEO WINS, LIVE TV HAS THE LARGEST SHARE

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it – you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion… Continue reading WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021