SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024 Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.  The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)

23. 5. 2024 On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)

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

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?

MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD

23. 2. 2022 The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences. It’s not just rival streaming services such as Netflix and Disney+ that clamour for young people’s time, it’s the whole gamut of social and mobile media from YouTube and Spotify to… Continue reading MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD

HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY

10. 1. 2022 TVBEurope hears from the signatories of The Content Climate Pledge about how they are implementing sustainable practises across their businesses At November’s Cop26 event, a number of UK broadcasters signed up to The Content Climate Pledge, agreeing that they will develop processes that help them to consider climate themes when commissioning, developing and producing… Continue reading HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY

TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS

6. 1. 2022 TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data. Just Eat, Peloton and Vinted tap into new consumer habits while sporting events bolster TV adspend. TV adspend, including video on demand, is forecast to… Continue reading TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS

WHICH MEDIUM WAS THE BIG WINNER IN 2021?

21. 12. 2021 Advertising has been recovering from the pandemic, but which channel bounced back quickest and biggest this year? Mediatel News spoke to media owners, agency execs, publishers, columnists and specialists to get their opinions. The ad agency exec Larissa Vince, CEO TBWA\London “I’ve been rather loving the high impact return of outdoor over the last… Continue reading WHICH MEDIUM WAS THE BIG WINNER IN 2021?

ADDRESSABLE TV EVERYWHERE

6. 8. 2021 Why broadcasters should enable ATV products across all touchpoints in a challenging and fragmented TV landscape. Local European broadcasters are facing ever-increasing competition and severe disruption in a number of areas. Most significantly, they are competing with global digital giants on their home turf within their core business — the TV advertising ecosystem. Furthermore, rapidly changing… Continue reading ADDRESSABLE TV EVERYWHERE

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

ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

3. 12. 2020 TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery. “It could have been worse.” That’s the verdict of advertising giant GroupM in newly published research about the… Continue reading ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

20. 7. 2020 European broadcasters are no longer playing catch up on first run video on demand content. A new study by Ampere Analysis has found that broadcasters’ VOD audiences tend to be both younger and more affluent than those watching linear television. This has contributed to an increase in digital only commissions. Ampere believes investment in online… Continue reading EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

TV ADVERTISING: INDUSTRY BOSSES DISCUSS THE MARKET’S FUTURE

28. 4. 2020 Mediatel’s Steven Scaffardi speaks with key figures from the broadcast media world to discuss how they have dealt with the coronavirus crisis – and what comes next for commercial TV. Steven Scaffardi (Chair): Good afternoon and welcome everybody to this special virtual roundtable debate for the Future of TV Advertising UK fortnight. With us we… Continue reading TV ADVERTISING: INDUSTRY BOSSES DISCUSS THE MARKET’S FUTURE

WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV

24. 4. 2020 Television audiences have gone through the roof because of the coronavirus lockdown, but will advertisers use the spike in engagement to drive brand-building campaigns, given the economic uncertainty? That is the billion dollar question, and according to Mike Shaw, Director of Advertising Sales at Roku, the answer should be ‘yes’. He has a long list of … Continue reading WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV

THE VALUE OF TV IN THE TIME OF CORONAVIRUS

26. 3. 2020 TV advertising has an important role to play in keeping commerce going through the coronavirus crisis. When people’s livelihoods are threatened and we all fear for the people we love, everything else can feel a little beside the point, a bit trivial. So I have to keep reminding myself that there is a point. That life goes on. We… Continue reading THE VALUE OF TV IN THE TIME OF CORONAVIRUS

AKTV HOSTED THE CEO AND TOP EXEC’S SUMMIT IN PRAGUE

14. 6. 2019 As a part of its membership in the professional organization egta, the Association of Television and Radio Companies from Europe and beyond, the Association of Commercial Television was granted the opportunity to host egta’s 2019 professional CEO & Top Exec’s Summit – the annual, 2-day egta-member meeting, where media companies share their experience, inspiration and contacts. This year’s… Continue reading AKTV HOSTED THE CEO AND TOP EXEC’S SUMMIT IN PRAGUE

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