A BIG-SCREEN STUDY FINDS STRONGER ATTENTION ON TV4 PLAY THAN ON YOUTUBE

TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network (BVOD) delivers a much bigger attention than UGC platforms, such as YouTube. An at-home test… Continue reading CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)

In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET

Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING

FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE

In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS

Globo, 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS

In 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC

Campaign 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM

Campaign 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE

Context 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES

Context 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’

Context 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 CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE