CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD
14. 3. 2022 Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD
HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS
10. 3. 2022 Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance. This process of updating ad creatives based on consumer engagement and response metrics differs from practices such as dynamic creative optimization, which focuses more on creating multiple variations of different ad units. The changes that come with a… Continue reading HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS
ARE QR CODES THE KEY TO SHOPPABLE TV?
7. 3. 2022 Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide. While it was certainly a high-profile experiment, advertisers don’t need to shell… Continue reading ARE QR CODES THE KEY TO SHOPPABLE TV?
IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER
3. 3. 2022 After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER
STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
2. 3. 2022 Even though the media lifestyles of Gen Z, a generation that has never known a world without internet, are dominated by social media and music streaming, this diverse audience of streamers view long-form TV content with as much frequency as short-form video content according to a study from Horowitz Research. The company’s State of Gen Z 2021 study was… Continue reading STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
24. 2. 2022 Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
23. 2. 2022 The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences. It’s not just rival streaming services such as Netflix and Disney+ that clamour for young people’s time, it’s the whole gamut of social and mobile media from YouTube and Spotify to… Continue reading MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC
14. 2. 2022 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome. With granular information about individual audience members’ interests and behaviors disappearing, advertisers are looking to context as a way to serve audiences… Continue reading THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC
SUPER BOWL 2022: THE TECH BEHIND THE BIG GAME COMMERCIALS
10. 2. 2022 This year, AI will be featured in several advertising and marketing efforts at the Super Bowl Advertising in the Super Bowl has always been pricey, but Super Bowl LVI hit a new record: $7 million for a 30-second spot. NBC Sports, which will be airing the big game on Feb. 13, said in-game ad spots substantially are… Continue reading SUPER BOWL 2022: THE TECH BEHIND THE BIG GAME COMMERCIALS
DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR
9. 2. 2022 The dominant source of TV viewing continues to be so-called live viewing, accounting for 84 % of total TV viewing. However, the share of delayed viewing is increasing. The share of delayed TV viewing exceeded 16 % in January this year, increasing by 3.8 percentage points year-on-year. Live (linear) viewing accounts for almost 84 %… Continue reading DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR
CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING
4. 2. 2022 The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game. However, if we’re being honest, Super Bowl advertising is the bastion of the one percent. Very few CMOs will ever lead teams producing… Continue reading CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING
CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)
3. 2. 2022 We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix? Compared to linear, CTV’s addressability and targeting make ads more relevant. Yet, this granularity cuts both… Continue reading CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)
THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
23. 1. 2022 TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV… Continue reading THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV
22. 1. 2022 The position of streaming services is seemingly strong, but linear TV still reigns supreme, suggests Erika Luzsicza in her short essay. Media-wise, streaming services seem to be greatly overshadowing linear TV. This is helped by the various records set with some regularity by both global and purely local players. Sometimes it seems that entering the… Continue reading SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV
VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV
21. 1. 2022 The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV. The TV landscape has been undergoing change for a number of years and the pandemic, coupled with the increased connectivity of the consumer… Continue reading VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV
THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE
18. 1. 2022 Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views. Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE
OVERVIEW: THE WORLD’S ENTERTAINMENT TV HITS OF RECENT MONTHS
18. 1. 2022 Once again, we chart the TV formats that are achieving high ratings abroad. We offer an overview of developments for last year’s November and December. Television in international markets is successfully reviving entertainment shows from the past. Physically demanding competitions or reality shows with celebrities are also thriving. In streaming, queer dating is scoring. Here’s… Continue reading OVERVIEW: THE WORLD’S ENTERTAINMENT TV HITS OF RECENT MONTHS
2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER
12. 1. 2022 Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading 2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER
