WHY MEDIA MATTERS NOW MORE THAN EVER
23. 3. 2020 The COVID-19 outbreak is a global health crisis that has upended our daily lives. With millions confined at home, agencies, clients, and the media industry as a whole will experience unknown pressures. In the world of media planning and buying, that will lead to focusing investments and partnerships on meaningful media. By creating purposeful content, or sometimes,… Continue reading WHY MEDIA MATTERS NOW MORE THAN EVER
ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY
20. 3. 2020 Time spent in front of a TV screen has increased on average by 45 minutes per day, TV news rating has even doubled. Since 10 March when the Government prohibited all cultural, sports and social events attended by more than 100 people due to the coronavirus pandemic and declared that schools would be closed starting from… Continue reading ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY
CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA
9. 3. 2020 The increase in time we dedicate to media relates to the expansion of electronic devices in population, shows Nielsen Admosphere’s data. The average daily time Czechs spend with media grew to 7 hours and 14 minutes last year, which is a 14-minute increase year-on-year. Total media time includes media multitasking (such as browsing the Internet… Continue reading CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA
FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY
13. 2. 2020 If you’re like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts… Continue reading FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY
VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE
11. 2. 2020 In an era of connected TV, direct-to-consumer streaming, and the bewildering consumption habits of Generation Z, TV measurement faces dramatic change. No available currency today can independently cover the increasingly diverse and fragmented ecosystem of multiplatform video distribution. Attempts to assess the value, depth and reach of a viewing instance against a common denominator will suffer greater… Continue reading VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE
HOW GOOGLE, FACEBOOK, MICROSOFT, AND AMAZON BECAME THE MOST MANIPULATIVE ADVERTISERS ON TV
4. 2. 2020 The biggest ads from the biggest brands in big TV moments used to be dominated by cars, candy, and beer. Now—like everything else—it’s Big Tech. For 32 years, USA Today’s Ad Meter has measured the popularity of Super Bowl ads, and this year’s list looked different than ever before. Google nabbed the No. 3 spot, Amazon No.… Continue reading HOW GOOGLE, FACEBOOK, MICROSOFT, AND AMAZON BECAME THE MOST MANIPULATIVE ADVERTISERS ON TV
ADVERTISER LEADERSHIP CRITICAL FOR CROSS-CHANNEL VIDEO AD MEASUREMENT
30. 1. 2020 I’m writing this from Paris, where I’ve spent the past two days talking about the future of video ad measurement across television, over-the-top TV platforms, and video ads on the large digital search and social platforms, thanks to events hosted and driven by EGTA, the global trade association of TV ad sellers, and WFA, the… Continue reading ADVERTISER LEADERSHIP CRITICAL FOR CROSS-CHANNEL VIDEO AD MEASUREMENT
FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS
6. 1. 2020 Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis. No.1: Television is back on the offensive When it comes to competing for… Continue reading FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS
WHY TV IS MOVING TO IMPRESSIONS-BASED MEASUREMENT AND AUDIENCE TRADING
17. 12. 2019 Viewers, advertisers have come to expect more personalization, focus Both traditional and digital buyers recognize the power and value of TV advertising. This full-screen, nonskippable, sight-and-sound format delivers performance for both brand and direct response advertisers alike. What’s most exciting to those same buyers is that increased availability of viewing data and addressable screens will… Continue reading WHY TV IS MOVING TO IMPRESSIONS-BASED MEASUREMENT AND AUDIENCE TRADING
TV MEASUREMENT IN A DIGITAL WORLD
1. 11. 2019 In a highly fragmented media world, where the consumer is at the cutting edge of media consumption, media measurement and attribution can be a moving target. How does the industry keep up? Several industry experts deconstructed this dilemma at the Data Conference, part of New York City Television Week. What Is the Solution? In searching for the… Continue reading TV MEASUREMENT IN A DIGITAL WORLD
THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM
9. 10. 2019 As viewers, you probably agree that we’ve never had more options when deciding what content to watch, which device to watch it on, or how to access it. Consumers are living in a golden age of television, no matter how TV is now defined. The flipside for all of us working in the industry is that this New TV… Continue reading THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM
DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE
4. 10. 2019 Media buying has traditionally been about blending ingredients together for the perfect marketing mix. But with so many new channels and such fragmented audiences, this age-old recipe is rapidly becoming more difficult to follow. So, what’s to be done? The age of total video TV is complicated these days. In just one household, a family… Continue reading DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE
NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT
26. 9. 2019 Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer. With audiences becoming consumers of video that streams from a panoply of screens, maneuvers to measure them are becoming commonplace. In recent weeks, local TV stations have declared they… Continue reading NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT
TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN
30. 8. 2019 The proliferation of digital has led to shrinking budgets in the traditional space such as TV. According to Zenith’s Advertising Expenditure Forecasts, traditional TV ad revenues to shrink annually from 2019 to 2021, falling from US$184 billion to US$180 billion in 2021. Interestingly however, while everyone is turning towards digital, four companies – Facebook, Amazon,… Continue reading TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN
TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME
16. 8. 2019 Just in case we needed more evidence of the central role that advanced TV is already beginning to play in the media ecosystem, this week’s announcement of the re-merger of CBS and Viacom underscored it, big-time. In years past, the news would have been totally dominated by the traditional measures of power: ViacomCBS is now #1… Continue reading TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME
UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED
16. 8. 2019 The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers. A white paper, AdSmart: Five Years and Forward, pulls together insights collated from five years of learnings into the UK addressable TV market through Sky’s AdSmart… Continue reading UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED
WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
8. 8. 2019 The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end up reshaping in their own image… Continue reading WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS
31. 7. 2019 New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad. The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that are designed to help advertisers and… Continue reading THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS
