TV IS THE WORST (AND THE BEST) ADVERTISING MEDIUM

14. 5. 2021 The world is slowly showing signs of normalcy, and as we move toward summer, we may also watch less content on the big screen in our homes. During the height of the pandemic, we gobbled up mountains of content across streamers, on-demand, on CTV, and what not. But it’s likely this trend will be affected… Continue reading TV IS THE WORST (AND THE BEST) ADVERTISING MEDIUM

PRIMA’S CEO MAREK SINGER: WE ARE NOT JUST TELLING YOU WHAT YOU WANT TO HEAR

2. 5. 2021 We have done anything to spice up the launch of CNN Prima NEWS with adrenaline, says Marek Singer, the Prima group’s CEO, in an interview, remembering the launch of the news channel that celebrates its first birthday on 3 May. “We established the brand as a multiplatform. Thanks to TV and online channels our reach is… Continue reading PRIMA’S CEO MAREK SINGER: WE ARE NOT JUST TELLING YOU WHAT YOU WANT TO HEAR

TV DRIVES BUSINESS OUTCOMES

30. 4. 2021 Global TV Group arms advertisers with latest TV effectiveness evidence from around the world. Research collection demonstrates how TV works in every market, for all customer objectives. The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose common goal is… Continue reading TV DRIVES BUSINESS OUTCOMES

TV’S RENAISSANCE

28. 4. 2021 With a highly anticipated Enders report into TV advertising out this week, Bobi Carley looks at a linear medium firmly back on planning agendas I’d say I first heard that TV was dying a good ten years ago. When it didn’t happen, it seemed that people may have jumped the gun a little. “Are reports of the death of linear TV… Continue reading TV’S RENAISSANCE

CONSUMERS REVEAL A PREFERENCE FOR TV ADVERTISING OVER SOCIAL MEDIA

27. 4. 2021 Around a third of consumers say TV advertising is ‘entertaining’ (34%) and ‘informative’ (30%) – far more than the equivalent figures for social media advertising (17% and 19% respectively). Why it matters Despite growing levels of advertising investment, social media campaigns are most often called ‘excessive’ or ‘intrusive’ by audiences. The largest consumers of digital media… Continue reading CONSUMERS REVEAL A PREFERENCE FOR TV ADVERTISING OVER SOCIAL MEDIA

WHY TV ADS ARE STILL KING

27. 4. 2021 Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander. Media consumption changes have attracted a lot of interest recently. We’ve long known about the explosive rise of time spent on mobile phones (globally, GWI’s data shows an increase from about… Continue reading WHY TV ADS ARE STILL KING

TV IS MARKETERS’ BIGGEST OPPORTUNITY – AND THREAT

8. 4. 2021 As ISBA pushes ahead with its plans for a cross-media measurement system – despite the TV broadcasters’ hesitancy – the head of its AV Steering Group encourages marketers to evolve how they see TV. If you look at what has been grabbing the marketing headlines over the last few years you would be forgiven for thinking that what… Continue reading TV IS MARKETERS’ BIGGEST OPPORTUNITY – AND THREAT

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

THE PIVOT TO PURPOSE: ALIGNING GOOD AND GROWTH

5. 4. 2021 It’s tempting to see 2020 as a year where the world was stuck on pause. Yet in many ways it has been a story of radical transformation. Faced with unprecedented problems, businesses evolve as never before, and open up to new possibilities. A time of unprecedented change forced businesses to reimagine the status quo as… Continue reading THE PIVOT TO PURPOSE: ALIGNING GOOD AND GROWTH

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

THE MOST EGG-CELLENT EASTER CAMPAIGNS

29. 3. 2021 It’s almost the hoppiest time of year (excuse the bad pun), and while we will be spending our long weekend enjoying lots of chocolate, Easter is also a significant retail event and an invaluable opportunity to give your marketing strategy an extra boost. This year, Australians are forecasted to spend $8.6 billion on holidays, chocolates,… Continue reading THE MOST EGG-CELLENT EASTER CAMPAIGNS

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

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

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

10. 3. 2021 In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

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 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