This egtabite features the most interesting business case studies of 2022. We invite you to rediscover these great insights, ideas and creative innovations our members have so kindly shared with us over the past twelve months.
If your thirst for knowledge has not been quenched by this overview, feel free to discover the searchable archive of over 400 egtabites on egta’s website.
egtabite 408: Celebrating World TV Day around the globe
World Television Day was celebrated for the 26th time on 21 November. The annual TV spot, local coverage, campaigns highlighting TV’s strengths for advertisers, and Expert series on the attention economy, were some of the initiatives carried out on the occasion.
egtabite 406: TF1 PUB teams up with Snapchat for the return of a hit TV show
TF1 PUB in France teamed up with Snapchat for the distribution of content from the reality TV show Star Academy, as part of TF1 PUB’s strategy that aims to appeal to younger audiences across devices.
egtabite 404: Il Collegio – how Rai Pubblicità transformed the classical TV spot into branded stories
Italian sales house Rai Pubblicità seamlessly integrated the brand of sanity products Lines into a successful series, boosting the awareness of the brand while addressing gender stereotypes and discrimination.
egtabite 402: How ITV became Better Together
ITV launched new strategy based on a simple question: What can we do better? ITV conducted 40 one-on-one interviews with agencies to gauge their sentiment about ITV which lead to valuable course corrections.
egtabite 400: DPG Media’s one connected media ecosystem
The Belgian sales house DPG Media Advertising laid out a strategy to build a sustainable future for advertising through threefold approach: building an omnichannel video ecosystem, focusing on first-party data and promoting local impact.
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egtabite 398: Seven.One Media’s award-winning wine-commerce
Seven.One Media in Germany made use of its full value chain when it created a niche e-commerce brand Vinzery.
egtabite 396: The atmedia index helps industry players navigate the Czech TV market
The atmedia index, research studies published by the Czech sales house atmedia, provides readers with in-depth analysis of the local TV & VOD environment.
egtabite 394: Pro Plus’ tailor-made product placement offering
Pro Plus in Slovenia introduced a new offering to its portfolio, incorporating product placement and sponsorships for advertisers, tailored for an environment where strict rules apply to the format.
egtabite 391: An interview with egta’s new president, Walter Zinggl
egta’s new President shares his thoughts on egta, his presidency and the future of our industry in the years to come in a short interview.
egtabite 389: DPG Media Advertising and car brand KIA: A 100% data-driven strategy
How to rebrand, focus on innovation and sustainability, and roll out a campaign that maximises reach within a niche target group? The case focuses on a recent data-driven ad campaign by Kia, rolled out by DPG Media Advertising and Havas Media in Belgium.
egtabite 387: RTL AdConnect and the new life of the living room
This egtabite puts the spotlight on RTL AdConnect’s latest research on how to advertise better in an evolving Total Video World.
egtabite 385: Making TV advertising accessible for everyone
This egtabite focuses on the issues of inclusion and accessibility, taking a closer look at how TV advertising can be made accessible to the blind or visually-impaired through the provision of audio description services. This edition aims to inspire TV companies to embark on their own journey towards making sure TV is truly accessible to all audiences.
OTHER CASE STUDIES
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. The… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
HOW BMW USED A COUNTDOWN TO HOLD ATTENTION FOR TWO MINUTES
24. 2. 2026The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption. In this campaign, this timeframe was used as a clear countdown linked to the car’s driving range. The number on… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
24. 2. 2026Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast. In this case, the ITV campaign… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
24. 2. 2026This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE
24. 2. 2026Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED
WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT
23. 2. 2026Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where… Continue reading EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED