WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING

22. 1. 2024 What trends can we expect to see in media planning, advertising investment and the entire media ecosystem this year? WARC mentions four key areas in its fresh report The Future of Media 2024. Predictions for this year are optimistic. Global ad spend is expected to grow at double the rate of last year and exceed… Continue reading WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

15. 1. 2024 DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

AI AS A STRATEGIC WEAPON IN MARKETING AND ADVERTISING

9. 1. 2024 In the last year, we have seen a boom in AI capabilities and its widespread integration into practice. This opens up new perspectives for marketers, and those who jump on the AI train early will get a significant head start. This is because AI not only enables better targeting, content optimisation, more efficient processes and… Continue reading AI AS A STRATEGIC WEAPON IN MARKETING AND ADVERTISING

WILL 2024 BE A REVOLUTIONARY YEAR FOR MEDIA: THE DOMINANCE OF CTV, AN EARTHQUAKE IN THE MIX OF ADVERTISERS, THE THREAT OF STREAMING SERVICES AND THE DAWN OF AI’S ADVERTISING POTENTIAL

5. 1. 2024 The world has welcomed the year 2024 with great expectations. Without exaggeration, this year seems to have potential to be truly revolutionary in the TV broadcasting environment.

STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X

4. 1. 2024 Consumers pay 4X more attention to CTV ads when they are contextually targeted with AI according to a new AVCA study. A new study by Alliance for Video-Level Contextual Advertising (AVCA), an organization dedicated to funding research into the use of Artificial Intelligence (AI) for contextual advertising in streaming, found that consumers pay nearly 4X… Continue reading STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X

THE FUTURE OF TV: RE-SHAPED, RE-DEFINED, AND STILL RELEVANT

30. 12. 2023 Industry leaders explore the future of television. The “television experience” has morphed into the more broadly defined “viewing experience,” extending to mobile and connected devices, new streaming services, and multiple screens. Accelerating these trends are a changing business landscape, IP and cloud workflows, and AI and data-driven analytics that will re-shape content creation. But whichever… Continue reading THE FUTURE OF TV: RE-SHAPED, RE-DEFINED, AND STILL RELEVANT

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year. It’s been a bit of a year. The headlines were varied and the takes have been hot. To help you make sense of it all,… Continue reading RITSON’S TOP 10 MARKETING MOMENTS OF 2023

DENTSU’S 2024 MEDIA TRENDS REPORT

19. 12. 2023 Dentsu is out with its annual media trends study and finds that generative AI is not just a trend but future-redefining technology with the potential to “lead a period of growth for media and a new golden age of creativity. According to Dentsu research, 91% of CMOs believe this technology is the future and not… Continue reading DENTSU’S 2024 MEDIA TRENDS REPORT

SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

12. 12. 2023 In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling… Continue reading SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

TOOLKIT: HOW MARKETERS WILL USE AI IN 2024

8. 11. 2023 The vast majority of marketers are planning to engage with generative AI tools, according to research in the Marketer’s Toolkit 2024, as artificial intelligence proliferates ever more into day-to-day applications. Over half (58%) of respondents to the Marketer’s Toolkit survey report feeling “cautiously progressive” on the technology, as they use new AI tools to experiment… Continue reading TOOLKIT: HOW MARKETERS WILL USE AI IN 2024

MARKETERS FEEL CONFIDENT ON AI

10. 10. 2023 Three-quarters (73%) of marketers globally feel confident about using AI tools, according to new research* from LinkedIn, and a similar proportion (74%) anticipate that the tech will significantly change the way they work in the next year. Key findings  Globally, six in ten marketers are using the technology today, with around half (49%) experimenting with… Continue reading MARKETERS FEEL CONFIDENT ON AI

MARKETERS ARE ‘ENERGISED’ BY FUTURE POSSIBILITIES

27. 9. 2023 After a few years when marketers were understandably focused on the present – addressing the multiple issues thrown up by the pandemic and its aftermath – new research indicates that they are now looking to the future and are “energised by its possibilities”. That’s according to the annual Future of Marketing report* from insights agency… Continue reading MARKETERS ARE ‘ENERGISED’ BY FUTURE POSSIBILITIES

SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

26. 9. 2023 Two fifths (41%) dislike managing their devices, while 28% say managing tech devices and subscriptions is “overwhelming,” according to Deloitte. The tech fatigue many consumers began feeling during the lock-downs of Covid-19 seem to have translated into a growing ambivalence towards technologies with U.S. consumers looking to both adopt new technologies and simplify how they… Continue reading SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

AI AND THE AVOD VIEWING EXPERIENCE

25. 7. 2023 As AVOD models gain traction, the combination of automation and human intuition will ultimately help deliver the right balance for both viewers and advertisers In the ever-evolving landscape of content streaming, VOD providers need to innovate to survive. But this doesn’t just apply to entertaining audiences with a media portfolio of original production, nostalgic archive… Continue reading AI AND THE AVOD VIEWING EXPERIENCE

TRAVELERS REACT TO AI-GENERATED TRAVEL ADS

25. 7. 2023 AI has dominated the news for this first half of 2023 and using new artificial intelligence tools to help create ads has been all the buzz lately. So much so that NPR recently published an article and released a related podcast episode on how to recognize AI-generated images. The travel marketing space has been no different; AI… Continue reading TRAVELERS REACT TO AI-GENERATED TRAVEL ADS

HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?

20. 6. 2023 ChatGPT and its cousins took the world by storm this year, introducing the world to the wonders of generative AI and large language models. It’s been quite a wild few months too, as people, having become familiar with the technology and what it can do, are speculating on all of the ways it will reshape… Continue reading HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?

EVOLUTION OF THE TV INDUSTRY: AN NEM SPEAKER PERSPECTIVE

10. 6. 2023 Four key speakers at NEM Dubrovnik 2023 have been asked how they see the evolution of the TV industry during the next 10 years. Their answers were as follows: Haymi Behar, CMO & CDO, SPI International (a Canal+ Company): Over the next decade, the TV landscape is expected to evolve into a hybrid model, blending linear… Continue reading EVOLUTION OF THE TV INDUSTRY: AN NEM SPEAKER PERSPECTIVE

EXPERTS STUMPED BY ‘AD TURING TEST’ /

30. 5. 2023 A panel of experienced marketing professionals struggled to tell ads made by students from those generated by AI in a competition pitched as the first ‘ad Turing test’. The panel of 16 brand and advertising experts – which included R/GA’s global CCO, Tiffany Rolfe, and Brandtech Group CCO, Mark D’Arcy – were shown 10 poster… Continue reading EXPERTS STUMPED BY ‘AD TURING TEST’ /