PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

7. 5. 2020 What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list. 1. If you are not exploiting the massive value of multiplatform TV advertising, you are missing out. 2. TV is the most effective medium, with the lowest risk and guaranteed high returns. 3. This crisis… Continue reading KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

23. 4. 2020 There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week. Field, the so-called “Godfather of effectiveness,” provided an update to his… Continue reading PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

13. 2. 2020 If you’re like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts… Continue reading FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

20. 1. 2020 It’s a new decade. Or is it? It depends on how you like your decades. Is the old one finished or is that not until the end of 2020? ‘Who cares you pedantic twat, Clay?’ you might ask. Fair enough, but 2020 is certainly a good moment to reflect. And why not reflect on some of the… Continue reading LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS

6. 1. 2020 Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis. No.1: Television is back on the offensive When it comes to competing for… Continue reading FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

29. 10. 2019 Advertisers — and NBC Universal parent Comcast — will no doubt rejoice. After testing shoppable ads starting back in May, in linear programming including “Today” (Walmart), the French Open (Lacoste), the Tour de France (Zwift) and “Songland” (Roli), NBCU is rolling out the QSR-driven format across its lifestyle and unscripted programming. The ShoppableTV technology, created… Continue reading THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

31. 7. 2019 New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad. The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that are designed to help advertisers and… Continue reading THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

4. 4. 2019 People watching “social shows” like “Dancing with the Stars” or “The Bachelor” on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University’s Kelley School of Business. Marketers have feared that social media distracts viewers from commercials and… Continue reading TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

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?

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

SHORT-FORM ADS ARE THIS YEAR’S BIG THING

9. 1. 2019 TV advertisers are starting to turn to short-form ads, which can be as effective as the traditional 30-second spot at far less cost, but marketers and brands need to ensure they are achieving the right objectives and are executing the ads properly. Writing for WARC, Jim Berridge of Phoenix MI, says that short-form ads –… Continue reading SHORT-FORM ADS ARE THIS YEAR’S BIG THING

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

A GOLDEN AGE FOR TELEVISION ADVERTISING

25. 9. 2018 Ignore the doom-mongers, writes Ebiquity’s Dr Nick Pugh – here are five reasons why TV is in rude health. Throughout the infancy, childhood, and teenage years of the digital revolution, the obituary of TV has been written time and again. “It’s too slow”, “It’s not interactive enough”, “it’s a medium of monologue not dialogue, so digital… Continue reading A GOLDEN AGE FOR TELEVISION ADVERTISING

WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA – CONFIDENCE IN TV IS RETURNING

25. 9. 2018 The ad-supported TV industry in Canada is moving fast to provide the data-driven environment that advertisers want, including more defined audience planning and better attribution to prove the value of television buying. The stand-out message from Future TV Advertising Forum 2018 was that Canadian TV has its self-confidence back, with a better product to ‘sell’ to… Continue reading WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA – CONFIDENCE IN TV IS RETURNING

HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

28. 8. 2018 As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for… Continue reading HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

TV AD SPEND APPEARS TO BOOST DIGITAL KPIS FOR AUTO BRANDS

15. 8. 2018 Automakers that increased TV ad spending in the fourth quarter of 2017 saw a statistically significant boost in digital key performance indicators (KPIs), including unique visitors and search. According to a new report from the Video Advertising Bureau that examined 25 domestic and foreign automotive brands, 19 brands had a positive or negative correlation between TV ad spend and website… Continue reading TV AD SPEND APPEARS TO BOOST DIGITAL KPIS FOR AUTO BRANDS