SHORT-FORM ADS ARE THIS YEAR’S BIG THING

9. 1. 2019 TV advertisers are starting to turn to short-form ads, which can be as effective as the traditional 30-second spot at far less cost, but marketers and brands need to ensure they are achieving the right objectives and are executing the ads properly. Writing for WARC, Jim Berridge of Phoenix MI, says that short-form ads –… Continue reading SHORT-FORM ADS ARE THIS YEAR’S BIG THING

WHERE DOES ADVANCED TV ADVERTISING FIT IN 2019?

27. 12. 2018 Seems like addressable/advanced TV advertising has existed in a whirlpool of doubt, alongside the promise of better business opportunities. Now, however, the latter is getting a bigger profile. The upside: addressable TV advertising has now achieved decent scale — around 65 million homes out of a total of 120 U.S TV households. The downside: cost, accessibility, and some… Continue reading WHERE DOES ADVANCED TV ADVERTISING FIT IN 2019?

WHAT DIDN’T CHANGE THE WORLD OF ADVERTISING IN 2018 – AND PROBABLY WON’T IN 2019

20. 12. 2018 It seems like a good time to relive some of the most-hyped technologies and trends predicted to change the world of advertising in 2018. Here are some of my personal favorites: Blockchain. There’s no question that blockchain technology will find many applications for the advertising industry at some point — some with real market impact. However, blockchain… Continue reading WHAT DIDN’T CHANGE THE WORLD OF ADVERTISING IN 2018 – AND PROBABLY WON’T IN 2019

WORLD TELEVISION DAY CELEBRATES THE QUALITY OF TV AROUND THE GLOBE

21. 11. 2018 Investments in TV programmes approaches 140 billion dollars. TV professionals around the world are celebrating World Television Day on 21 November to remind us that TV – as in Total Video – is so much more than linear viewing. As part of the annual United Nations initiative, a 30 second-spot  will be shown by broadcasters… Continue reading WORLD TELEVISION DAY CELEBRATES THE QUALITY OF TV AROUND THE GLOBE

MARK RITSON: THE MEDIA BATTLE OF THE DECADE WILL BE FOUGHT FOR THE TV SCREEN

3. 10. 2018 Mark Ritson, the Australian university professor and marketing expert, started his European tour in Prague on Monday. He delivered a presentation to the representatives of clients, media agencies and the TV market. His speech ranks among the most interesting presentations on the local marketing scene in the last few years. Ritson came to Prague at the… Continue reading MARK RITSON: THE MEDIA BATTLE OF THE DECADE WILL BE FOUGHT FOR THE TV SCREEN

A GOLDEN AGE FOR TELEVISION ADVERTISING

25. 9. 2018 Ignore the doom-mongers, writes Ebiquity’s Dr Nick Pugh – here are five reasons why TV is in rude health. Throughout the infancy, childhood, and teenage years of the digital revolution, the obituary of TV has been written time and again. “It’s too slow”, “It’s not interactive enough”, “it’s a medium of monologue not dialogue, so digital… Continue reading A GOLDEN AGE FOR TELEVISION ADVERTISING

WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA – CONFIDENCE IN TV IS RETURNING

25. 9. 2018 The ad-supported TV industry in Canada is moving fast to provide the data-driven environment that advertisers want, including more defined audience planning and better attribution to prove the value of television buying. The stand-out message from Future TV Advertising Forum 2018 was that Canadian TV has its self-confidence back, with a better product to ‘sell’ to… Continue reading WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA – CONFIDENCE IN TV IS RETURNING

MARKETING SUPERSTAR MARK RITSON WILL START HIS EUROPEAN TOUR IN PRAGUE

4. 9. 2018 The Association of Commercial Televisions has been continuing their education activities by organizing third conference aimed at marketing professionals in the fall. For the first time they will join forces with the Slovakia’s Association of Independent Radio and TV Stations (ANRTS) to give Czech and Slovak marketers the opportunity to hear one of the most… Continue reading MARKETING SUPERSTAR MARK RITSON WILL START HIS EUROPEAN TOUR IN PRAGUE

HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

28. 8. 2018 As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for… Continue reading HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

AVMSD REVIEW: A STEP IN THE RIGHT DIRECTION, WITH MORE WORK AHEAD

27. 8. 2018 Egta – the association of television and radio sales houses – commends EU policymakers for reaching an agreement on a new Audiovisual Media Services Directive. Two years of challenging negotiations have delivered some welcome flexibility in commercial communications which should contribute to a more competitive environment for European broadcasters. We are encouraged by the liberalisation of the… Continue reading AVMSD REVIEW: A STEP IN THE RIGHT DIRECTION, WITH MORE WORK AHEAD

TV AD SPEND APPEARS TO BOOST DIGITAL KPIS FOR AUTO BRANDS

15. 8. 2018 Automakers that increased TV ad spending in the fourth quarter of 2017 saw a statistically significant boost in digital key performance indicators (KPIs), including unique visitors and search. According to a new report from the Video Advertising Bureau that examined 25 domestic and foreign automotive brands, 19 brands had a positive or negative correlation between TV ad spend and website… Continue reading TV AD SPEND APPEARS TO BOOST DIGITAL KPIS FOR AUTO BRANDS

WHY BIG TECH SPENDS BIG ON TV

9. 8. 2018 If you read the trades regularly, there’s a good chance you’ve read that TV is dying. It’s less likely you read that Google, Netflix, and Amazon collectively spent more than $1B on TV advertising in 2017.1 Can both of those things be true? Why would tech giants spend so much on a dying medium? At times like… Continue reading WHY BIG TECH SPENDS BIG ON TV

A PICTURE WORTH A MILLION A DAY: FACEBOOK’S TV AD SPENDING

19. 6. 2018 Facebook has been spending heavily to back a TV ad campaign designed to win back its users’ trust following disclosures about users’ data being used to retarget them, its role in disseminating fake news, and other negative issues. The campaign (see below) promises to get back to “what made Facebook good in the first place.” So… Continue reading A PICTURE WORTH A MILLION A DAY: FACEBOOK’S TV AD SPENDING

EUROPEAN TV GETS READY TO FIGHT OFF NETFLIX AND HBO

6. 6. 2018 For the past two decades, Spain’s state-run RTVE and private rivals Mediaset España and Atresmedia have been fighting for viewers’ hearts with slates of game shows, sports, comedies, and glossy morning news. Now, in a plot twist worthy of the steamiest soap opera, they’ve decided to hook up: This summer the adversaries are launching LovesTV, a shared 18-channel streaming platform… Continue reading EUROPEAN TV GETS READY TO FIGHT OFF NETFLIX AND HBO

AGREEMENT REACHED ON NEW MEDIA SERVICES DIRECTIVE (AVMSD)

26. 4. 2018 EP negotiators and the Bulgarian Presidency of the Council of the EU agreed on substantial rules for audiovisual media services, including digital platforms, on Thursday evening.</strong The revised legislation will apply to broadcasters, but also to video-on-demand and video-sharing platforms, such as Netflix, YouTube or Facebook, as well as to the live streaming on video-sharing… Continue reading AGREEMENT REACHED ON NEW MEDIA SERVICES DIRECTIVE (AVMSD)

ASSOCIATION OF COMMERCIAL TELEVISION STARTED A DIALOGUE WITH ADVERTISERS AND GOVERNMENT AUTHORITIES IN THE FIRST YEAR OF OPERATION

12. 4. 2018 In the first year of its existence, the Association of Commercial Television (AKTV) set two main goals: to spread awareness among advertisers about television being a key advertising mediatype and to do so through marketing activities as well as to engage in law-making processes with a direct impact on commercial television business. During its first year, AKTV… Continue reading ASSOCIATION OF COMMERCIAL TELEVISION STARTED A DIALOGUE WITH ADVERTISERS AND GOVERNMENT AUTHORITIES IN THE FIRST YEAR OF OPERATION

TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV

9. 4. 2018 Even though children mostly moved from the television screen to a computer monitor or smartphone, television is still number one for them. Research shows that even today’s children still prefer TV over other types of media. Lifestyle Survey of Children conducted by the Association of Television Organisations (ATO) shows that television is still a number one daily (or almost daily) media… Continue reading TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV

EUROPEAN SALES HOUSES URGE LEGISLATORS TO STRIKE THE RIGHT BALANCE IN THE FINAL AVMS DIRECTIVE NEGOTIATIONS

26. 3. 2018 The European Commission’s proposal for a revised Audiovisual Media Services Directive in May 2016 promised to create a fairer environment for all players, to ensure adequate protection for consumers, especially children, to sustain the production of original European content and to introduce more flexibility on the advertising rules for broadcasters. The original proposal was a step in the… Continue reading EUROPEAN SALES HOUSES URGE LEGISLATORS TO STRIKE THE RIGHT BALANCE IN THE FINAL AVMS DIRECTIVE NEGOTIATIONS