HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS
19. 10. 2022 As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly. CTV ad spending, for example, has almost tripled since before the pandemic. At $18.89 billion, the CTV advertising market is less than a third of the size of… Continue reading HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS
GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES
11. 10. 2022 4 strategies that can improve brand relationships and increase ROI When it comes to gender equality in media and advertising, great strides have been made over the last several years. Thanks to effective initiatives from organizations including the Association of National Advertisers and Geena Davis Institute, women are better represented in advertising and portrayed in… Continue reading GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES
BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING
10. 10. 2022 When the internet started entering large numbers of American homes in the mid-1990s, predictions of the inevitable demise of television began almost immediately. By 2010, when the US pay TV industry recorded its first ever decline in subscribers, those pronouncements became more dire than ever. But time and data have repeatedly shown us that reports… Continue reading BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING
REPORT: CTV GROWTH SEES IT ACHIEVE SERIOUS REACH AS SPEND GROWS
30. 9. 2022 With some of the biggest advertising stories this year involving major streamers introducing advertising, a new report puts numbers behind that optimism. Why it matters Connected TV is going mainstream – and this report indicates a much larger reach than we last reported. Pixalate’s Ad Supply Chain Trends Report finds 94% US household’s reachable by open programmatic CTV… Continue reading REPORT: CTV GROWTH SEES IT ACHIEVE SERIOUS REACH AS SPEND GROWS
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
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?
IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?
11. 9. 2022 Live television is back in style. That’s a seemingly unlikely perspective for a programmatic SSP, but according to Magnite, there is a surge of advertisers that tried CTV during the past couple of years and now want linear inventory, too. Or, at least, they want to buy ads for the big screen on the wall… Continue reading IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?
WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP
5. 9. 2022 Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention. Professor Byron Sharp, author of the massively influential How Brands Grow books and Director of the Ehrenberg-Bass Institute, took aim at the growing interest in planning (or paying) for attention when speaking at an… Continue reading WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP
BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT
22. 8. 2022 Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth Illustration of a large hand holding a red arrow pointing forward along side other light blue arrows pointing forward with tiny sized employees striving forward. For 28 months the pandemic propelled brands to explore and embrace the parameters of purpose in their… Continue reading BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT
6 REASONS WHY LINEAR TV IS NOT DEAD
19. 8. 2022 Despite years of predictions about the imminent demise of linear TV it is still very much with us. What keeps it going and who is watching? [Updated August 2022] Here’s a headline we read recently that made us pause and take stock of things: ‘The death of linear TV: exaggerated, imminent, or simply premature?’ Nothing… Continue reading 6 REASONS WHY LINEAR TV IS NOT DEAD
SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
9. 8. 2022 Why should brands look on the bright side of life even in the darkest of times? According to research, people remember information better if they perceive it as humorous. Let's take a look at five brands that use humour to present their brands and summarise why it works.
ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
18. 7. 2022 Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments. While history is full of competing brands, few compare to the battles between beverage giants Pepsi and Coca-Cola that began in the century before last and have… Continue reading ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
WHY DO CZECHS WATCH MORE TV? LAST YEAR IT WAS FOUR HOURS A DAY
15. 6. 2022 Even the massive rise of social media and streaming services has not deterred Czech viewers from watching classic linear TV channels. What's more, their viewership is continuously growing to last year's record of four hours a day.
CZECHS WANT BOTH TV AND STREAMING SERVICES
2. 6. 2022 Linear broadcasting is still the most desired platform, agreed experts at the seventeenth annual Digimedia conference. The growing popularity of time-shifted viewing and streaming services, which still have great potential in the local market, was also confirmed. At the beginning, Tereza Šimečková, Director at Nielsen Admosphere, looked back at the two Covid years and used… Continue reading CZECHS WANT BOTH TV AND STREAMING SERVICES
WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING
2. 6. 2022 While they aren’t a new phenomenon, Coinbase’s SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company’s app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments:… Continue reading WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING
STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS
25. 5. 2022 As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of… Continue reading STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS
CTV BENEFITS FROM COOKIES’ DECLINE
3. 5. 2022 With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says. Context Digital video adspend is growing fast – up 49% in 2021 according to the IAB’s 2021 Video Ad Spend and 2022 Outlook report, with another 26% increase forecast for… Continue reading CTV BENEFITS FROM COOKIES’ DECLINE
