PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
30. 10. 2024 TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD
28. 10. 2024 Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers. This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power… Continue reading MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024 In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER
2. 8. 2024 Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising. TV viewership has changed more in the past decade than in the last thirty years combined. While linear TV still boasts massive audiences, streaming platforms are rapidly gaining… Continue reading WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER
LUCKY SEVEN: THE 7 BIGGEST MARKETING OPPORTUNITIES FOR TV ADVERTISING
29. 4. 2024 Television advertising still has the highest effectiveness and the highest attention span, and during seasonal events the effect of television advertising reaches into the sky. These are the most meaningful activities as television viewing is still at its peak of popularity, as research shows.
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024 Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
EXPLORING GEN Z AND MILLENNIAL TRAVEL HABITS – NEW SKIFT RESEARCH
30. 1. 2024 Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences. What are the preferences and behaviors of Millennials and Gen Z travelers across the United States, the United Kingdom, and Germany? Skift Research’s latest report, “Exploring Gen Z and Millennial Travel,” offers analysis of… Continue reading EXPLORING GEN Z AND MILLENNIAL TRAVEL HABITS – NEW SKIFT RESEARCH
STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X
4. 1. 2024 Consumers pay 4X more attention to CTV ads when they are contextually targeted with AI according to a new AVCA study. A new study by Alliance for Video-Level Contextual Advertising (AVCA), an organization dedicated to funding research into the use of Artificial Intelligence (AI) for contextual advertising in streaming, found that consumers pay nearly 4X… Continue reading STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X
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
TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?
13. 6. 2023 Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform. While many of the points raised in the series – that video enables an ‘audience-first’ approach, it attracts and converts the attention of… Continue reading TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?
HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000
3. 5. 2023 Hundreds of articles and blogs will tell you that we see up to 10,000 ads a day. The problem? No one – from Harvard professors to Market Research Council hall-of-famers – believes it’s true. Can we bust the myth once and for all? It’s time for an experiment. If you ask Google how many ads… Continue reading HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000
THE LIGHT TV VIEWER IS ABOUT TO TAKE UP A LOT MORE OF YOUR TIME
7. 12. 2022 TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage. TV remains the pre-eminent media channel for delivering both scale and reach. And that’s a fact. According to the Demand Generation report — a collaboration between ThinkBox, MediaCom and Wavemaker — TV… Continue reading THE LIGHT TV VIEWER IS ABOUT TO TAKE UP A LOT MORE OF YOUR TIME
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
IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT
4. 2. 2019 While addressable TV has been talked about in certain industry circles for some time, it seems the wider marketing industry has yet to truly appreciate its potential. With new, head-turning channels and marketing approaches launching all the time, it can be easy to overlook the transformation other media channels have undergone, especially those around for a long time.… Continue reading IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT
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
