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
BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND
19. 2. 2021 Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics — as well as some eye-opening fraud issues — CTV advertising dollars are estimated to rise to $11 billion. What’s the most important issue? Perhaps a clue is where the actual dollars are flowing. Many CTV dollars have benefited traditional TV players and… Continue reading BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND
TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY
19. 2. 2021 “Our primary impediment to [advertising] growth at this point is the behavior of TV buyers.” That was Roku founder/CEO Anthony Wood, speaking yesterday during the company’s Q4 earnings call. Despite Roku’s high double-digit ad-revenue gains, Wood was expressing frustration and/or puzzlement over advertisers spending $65 billion on linear TV in 2020 — even as linear… Continue reading TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY
2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV
18. 2. 2021 Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services. But while streaming may be getting all the buzz, advertisers and agencies have also been leaning into addressable TV – the ability to deliver different… Continue reading 2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV
SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING
15. 2. 2021 In the third and last issue of the series on TV market development, we will focus on how companies including e-commerce businesses use TV advertising for long-term brand building. In the following years, TV will face a number of issues – its VOD services and the introduction of addressable advertising. Over the last decade, the media… Continue reading SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING
DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
2. 2. 2021 It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip. The latest IPA Bellwether report shows that businesses are cutting marketing budgets as a direct consequence of Covid-19 and Brexit. One could argue it’s an understandable response in the… Continue reading DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it – you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion… Continue reading WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
VIDEO ADVERTISING 2021-2024
14. 1. 2021 The video ad world will change more in the next three years than it has in the past 60. What was built originally as a brand-building channel is quickly evolving into one of the most important customer acquisition and performance channels available to marketers. Some history. Video has been the number-one advertising channel since the 1960s, powered… Continue reading VIDEO ADVERTISING 2021-2024
ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
12. 1. 2021 With 2021 around the corner, marketers and advertisers will be reviewing their budget and mix of spend with increased scrutiny. It is a time for, albeit busy, reflection. TV and SVOD services have seen a surge in screen time throughout the various lockdowns and are looking for ways to continue to engage viewers. However, TV advertising typically… Continue reading ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
11. 1. 2021 As potential consumers, we are exposed to several thousand advertising messages every day. Some of them try to appeal to our reason, others to our emotions. In any case, the aim of advertising is to sell and build brand awareness. Psychologist Jan Urban explains which type of advertising is more effective and why. The answer… Continue reading WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
WHAT WILL TV LOOK LIKE IN 2021?
6. 1. 2021 In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021? It’s impossible to look forward at the state of the media and entertainment media industry without taking a glance backward at the past year. And that view is one littered with debris: shutdowns, layoffs, regulatory… Continue reading WHAT WILL TV LOOK LIKE IN 2021?
MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
4. 1. 2021 Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year. Any crisis creates room for innovations. This year’s crisis, caused by the coronavirus pandemic, is no different in this respect. The world that lost confidence expects new certainties. And brands can help it. The next… Continue reading MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
1. 1. 2021 Editor’s Note: Enjoy this special encore post, which was one of our readers’ favorites in 2020 and which was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of… Continue reading ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
24. 12. 2020 Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal. The past year has been a bruising one for the television industry. Covid-19’s rapid descent on the globe turned off TV’s programming spigots, leading to a drought in advertising revenue. Consumers stuck at home continued to cord-cut or otherwise move over to… Continue reading TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
17. 12. 2020 Television is a highly cost effective media for large advertisers, Unilever’s global media operations director has said, with new developments in advanced TV further increasing the value of the channel. Speaking on a panel at the Future of TV Advertising Global, Richard Brooke said: “As a company that sells to 2 billion plus consumers a day on an annualised… Continue reading UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
