TARGETED BYRON SHARP, ANYONE?
1. 4. 2019 Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting. Brands and their agencies face a dilemma. On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les… Continue reading TARGETED BYRON SHARP, ANYONE?
TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING AND ADMIT THEY NEED EACH OTHER
31. 1. 2019 Like two siblings vying for a parent’s attention, digital and traditional advertising have been fighting for advertisers’ attention since digital came of age in the post-dot-com bubble era. Many have portrayed this as a war between generations, where the old guard “just didn’t get it.” But this shouldn’t be seen as a battle of relevance between old and… Continue reading TV AND DIGITAL ADVERTISING NEED TO STOP FIGHTING AND ADMIT THEY NEED EACH OTHER
DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING
15. 1. 2019 Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving… Continue reading DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING
EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019
11. 12. 2018 The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Following what could be termed as one of the most interesting years in the connected TV space since its inception, thought leaders from across the industry share how they… Continue reading EXPERTS PREDICT HOW TV WILL EVOLVE FOR ADVERTISERS IN 2019
WHY TV AND DIGITAL ARE THE PERFECT COUPLE
10. 12. 2018 What plays together, stays together. As advertisers and media buyers have flocked to digital advertising, something unfortunate happened: Television advertising, the medium that has always delivered a loyal, attentive audience—and has always been a master brand storyteller—began to get pushed aside for younger, “hipper” alternatives. But now, marketers are realizing what researchers have known all along: Digital… Continue reading WHY TV AND DIGITAL ARE THE PERFECT COUPLE
TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE
5. 12. 2018 Once confined to brand and awareness metrics, the world of TV attribution has evolved to measure responses and effectiveness in the same way digital media has for years. Critically, the concept of quantifying offline media’s contribution to a business outcome, no matter where the consumer is in their purchase journey, has realigned the industry’s approach to… Continue reading TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE
MARK RITSON: THE MEDIA BATTLE OF THE DECADE WILL BE FOUGHT FOR THE TV SCREEN
3. 10. 2018 Mark Ritson, the Australian university professor and marketing expert, started his European tour in Prague on Monday. He delivered a presentation to the representatives of clients, media agencies and the TV market. His speech ranks among the most interesting presentations on the local marketing scene in the last few years. Ritson came to Prague at the… Continue reading MARK RITSON: THE MEDIA BATTLE OF THE DECADE WILL BE FOUGHT FOR THE TV SCREEN
WHY BIG TECH SPENDS BIG ON TV
9. 8. 2018 If you read the trades regularly, there’s a good chance you’ve read that TV is dying. It’s less likely you read that Google, Netflix, and Amazon collectively spent more than $1B on TV advertising in 2017.1 Can both of those things be true? Why would tech giants spend so much on a dying medium? At times like… Continue reading WHY BIG TECH SPENDS BIG ON TV
CREATIVITY IN ADVERTISING: WHEN IT WORKS AND WHEN IT DOESN’T
9. 3. 2018 Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five… Continue reading CREATIVITY IN ADVERTISING: WHEN IT WORKS AND WHEN IT DOESN’T
