ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
12. 1. 2021 With 2021 around the corner, marketers and advertisers will be reviewing their budget and mix of spend with increased scrutiny. It is a time for, albeit busy, reflection. TV and SVOD services have seen a surge in screen time throughout the various lockdowns and are looking for ways to continue to engage viewers. However, TV advertising typically… Continue reading ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
DON’T CUT YOUR MARKETING BUDGET IN A RECESSION
14. 8. 2020 Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut…more In these difficult times, we’ve made a number of our coronavirus articles free for… Continue reading DON’T CUT YOUR MARKETING BUDGET IN A RECESSION
‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK
12. 8. 2020 In numerous “advertising attention” studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to… Continue reading ‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK
WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING
11. 8. 2020 No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to… Continue reading WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING
IN UNCERTAIN TIMES BE TV CERTAIN
21. 7. 2020 So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands. Now, more than ever before, marketing budgets are under pressure and the battle for market share is… Continue reading IN UNCERTAIN TIMES BE TV CERTAIN
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
TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND
10. 4. 2020 This week’s egtabite features an in-depth ROI study of the Finnish market – conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements – which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the… Continue reading TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND
TV THE ‘LEAST RISKY’ FORM OF ADVERTISING, FINDS NEW RESEARCH
21. 11. 2019 While return on investment varies depending on the brand and campaign, linear TV and broadcaster video-on-demand show up to three times less variance than other media. TV is the “least risky” form of advertising, providing the most consistent return on investment when compared to other media channels, according to new research. The study, conducted by… Continue reading TV THE ‘LEAST RISKY’ FORM OF ADVERTISING, FINDS NEW RESEARCH
WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
8. 8. 2019 The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end up reshaping in their own image… Continue reading WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
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?
WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO
17. 1. 2019 There’s no denying 2018 was a challenging year all round, with broadcasters, publishers and advertisers putting their energies into General Data Protection Regulation (GDPR) preparations. At the same time on-going fragmentation of TV and video viewing across screens and platforms caused disruption in the market, with major media providers, digital giants and new market entrants all… Continue reading WHY 2019 WILL BRING A MORE HOLISTIC APPROACH TO TV AND VIDEO
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
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
PROFIT ABILITY: THE BUSINESS CASE FOR ADVERTISING
22. 3. 2018 ‘Profit Ability’ has, for the first time, quantified the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line. It set out to examine and benchmark all media’s profit-generating performance, with a particular emphasis on uncovering TV advertising’s effects. In brief What emerges is a… Continue reading PROFIT ABILITY: THE BUSINESS CASE FOR ADVERTISING
WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING
20. 11. 2017 On the occasion of World Television Day, TV broadcasters and trade bodies from around the world have joined together for the first time to release global figures demonstrating TV’s resilience and strength as an advertising medium, with the recently formed Global TV Group a new unified voice for TV. ‘The Global TV Deck’ features figures from an initial… Continue reading WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING
