WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

21. 11. 2022 Television has always been the most important and powerful screen in the American home. And even with the continued trend of cord-cutting, we know consumers are still tuned in—now, on connected television (CTV). As of 2020, more than 63% of all U.S. TV viewing time was on streaming services. As more consumers become tech-savvy, they are logging… Continue reading WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 4 strategies that can improve brand relationships and increase ROI When it comes to gender equality in media and advertising, great strides have been made over the last several years. Thanks to effective initiatives from organizations including the Association of National Advertisers and Geena Davis Institute, women are better represented in advertising and portrayed in… Continue reading GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

8. 9. 2022 Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 Why should brands look on the bright side of life even in the darkest of times? According to research, people remember information better if they perceive it as humorous. Let's take a look at five brands that use humour to present their brands and summarise why it works.

TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

16. 6. 2022 The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.… Continue reading TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both. There is almost no debate about the veracity of The Long and the Short of It. Les Binet and Peter Field’s master work is the perfect exemplar of marketing ‘bothism‘. Sure, there are a… Continue reading CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

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

THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

8. 12. 2021 There’s a bit to cover in these insights we share – so grab the popcorn and settle in The past year served up more learnings about video advertising than there were meltdowns on Married at First Sight. And if the relentless Blursdays of 2021 messed up your memory banks, we’ve got you covered. ThinkTV has taken… Continue reading THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

TOMORROW’S TV, CREATED TODAY

18. 11. 2021 Introduction – TV industry leaders on how TV drives brands On the occasion of the 25th anniversary of World Television Day, celebrated each year on 21 November, egta asked TV industry leaders around the world to share how TV has evolved to become much more than it used to be and how it drives brands’… Continue reading TOMORROW’S TV, CREATED TODAY

ADVERTISING AT THE CROSSROADS – GAINING ATTENTION VS SELLING OUR SOUL

16. 11. 2021 At a crossroads on the value of ‘viewability’, advertising needs to embrace quality of attention as a true measure of potential audience and business impact. Dan Machen is Head Of Strategy at Lionize. Clarkson, Mississippi is home to the crossroads that sparked the myth of, ‘Devil at the Crossroads’ – the legend of the Blues player, Robert Johnson, who transformed… Continue reading ADVERTISING AT THE CROSSROADS – GAINING ATTENTION VS SELLING OUR SOUL

TV ADVERTISING CELEBRATES 80 YEARS THIS YEAR. THE FIRST AD APPEARED ON TV SCREENS IN 1941

10. 11. 2021 Television advertising celebrates 80 years this year. It first appeared on screens in 1941. Since then, it has evolved over a long period of time.

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

3. 11. 2021 An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC’s database of 1,169 case studies of successful advertising campaigns. Successful advertisers achieve an average profit return on investment (ROI) of 2.26:1. As most case studies on WARC list short-term results, the long-term return will often be higher. Successful… Continue reading SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

CTV IS THE NEW COOKIE

1. 11. 2021 Google’s decision to delay cookie deprecation until 2022 is intended, at least in part, to provide the industry with more time with which to develop alternatives. But that alternative is already here. It is CTV. CTV is the new cookie. Consider that cookies are valuable because they are semi-permanent digital identifiers that tell advertisers when consumers… Continue reading CTV IS THE NEW COOKIE

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD. There has been significant debate this month regarding trust in advertising, with the majority view being that there is a significant level of distrust in advertisers and advertising. It is true that… Continue reading DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen. Nobody was prepared for what hit the world last year. Business thus had to adapt fundamentally. Financial uncertainty and unclear future taught businesses when and where changes should… Continue reading HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021 The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI). As a fresh financial year begins, marketers, now more than ever, are working to ensure they are dedicating their campaign budgets to the right channels to deliver strong sales growth. The latest edition of the Payback Series, an… Continue reading RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 It’s easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns… Continue reading BRAND RESPONSE TV – MORE FOR LESS?

TV ADS INSPIRE INVESTMENT INTEREST

11. 8. 2021 Stock trading volumes in the United States have soared over the last year and much of it seems to be driven by retail investors. With thousands of stocks to choose from, what factors influence investors’ decisions? In a new Cornell study, published Aug. 10 in Management Science, researchers show that advertising is one of the most noteworthy influences… Continue reading TV ADS INSPIRE INVESTMENT INTEREST