THE FATHER OF ADVERTISING DAVID OGILVY

30. 3. 2023 There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

29. 3. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

VOD CATALOGUES: A EUROPEAN PERSPECTIVE

28. 3. 2023 Almost a third (32%) of all works, specifically films and TV seasons, found in VOD catalogues are of European origin. Furthermore, according to a new report of TVOD, SVOD and FOD catalogues by the European Audiovisual Observatory, around one in five (21%) are of EU 27 origin. Other key findings of the report are: EU27… Continue reading VOD CATALOGUES: A EUROPEAN PERSPECTIVE

WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE

27. 3. 2023 If brands want to cut through the noise of an ever-busier media landscape, their content needs to make an emotional connection with the audience Why TV advertising needs to inspire if it’s to resonate “Emotion in ads is more important than it’s ever been,” said Vicky Handley, brand and communications lead at Lloyd Banking Group.… Continue reading WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE

THEME OF THE MONTH: TRUSTWORTHINESS

26. 3. 2023

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

24. 3. 2023 We live in a world where we are constantly under attack from all directions with advertising messages. The consequence of this is a loss of trust in various forms of marketing, but the losers are mainly online and social media marketing. By contrast, traditional media - and television among them - continue to enjoy a high degree of user and consumer trust. Trust is still a highly sought-after commodity, but paradoxically it is more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it.

CZECH PAY-TV STILL LAGGING BEHIND SLOVAKIA

23. 3. 2023 There are a third fewer viewers with pay-TV in the Czech Republic than in neighbouring Slovakia. According to Atmedia, while the figure in the former among those aged 15-69 stood at 57% in the second half of 2022, it was 95% in the latter. Commenting on the figures, Pavel Müller, head of research and marketing… Continue reading CZECH PAY-TV STILL LAGGING BEHIND SLOVAKIA

AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS

23. 3. 2023 New guidance from the U.S. Copyright Office could prevent marketers from claiming ownership of their work Brands and agencies are dealing with thorny issues around who owns work generated by AI, and the answer could be nobody. While these entanglements are being worked out, advertisers are having a hard time navigating the new world of… Continue reading AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS

REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES

23. 3. 2023 According to AKA research, reduced communication budgets lead to a long-term decline in sales. Reduced marketing budgets during the crisis have a negative impact on sales in subsequent years. A survey by Behavio Research for the Association of Communication Agencies (AKA) shows that 4 out of 5 brands that have cut marketing budgets in the… Continue reading REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES

MORE THAN A QUARTER OF STREAMING SERVICES ARE SHARED

22. 3. 2023 12% of direct-to-consumer (D2C) streaming services in the United States are being paid for by someone outside of the immediate household. New consumer research from Leichtman Research Group found 86% of US households have at least one streaming video service from 15 top subscription video-on-demand and D2C services, and 50% of households have four or… Continue reading MORE THAN A QUARTER OF STREAMING SERVICES ARE SHARED

THE NUMBER OF PEOPLE WATCHING PAY VIDEO AND SMART TV IN THE CZECH REPUBLIC IS GROWING

22. 3. 2023 New data from the Czech Statistical Office (CSÚ) for 2022 confirms the rapid growth of pay-per-view videos and the proliferation of smart TVs in Czech households. Watching paid videos on the internet (e.g. Netflix, HBO Max, Voyo) is growing rapidly in the Czech Republic. Last year, 22% of people over 16 did so. If we… Continue reading THE NUMBER OF PEOPLE WATCHING PAY VIDEO AND SMART TV IN THE CZECH REPUBLIC IS GROWING

UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV

21. 3. 2023 Viewers in the UK spent 17.1 minutes watching video ads per day in 2022, according to Thinkbox’s latest research. Broadcasters accounted for over 80% of all video advertising while SVOD services took up less than 2%.  Summary Last year, viewers in the UK spent 17.1 minutes watching video ads per day. Broadcasters accounted for over 80%… Continue reading UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV

DATAXIS: WESTERN EUROPEAN PAY-TV NOW PRIMARILY OTT

21. 3. 2023 Highlighting the continuous progression of over-the-top (OTT) services and its adoption by telcos, at the end of the third quarter 2022, OTT pay-TV and IPTV offers had crossed the 50% penetration mark of pay-TV subscriptions  in Western Europe says Dataxis research. Furthermore, the study found that direct-to-consumer OTT now accounts for close to 60% of… Continue reading DATAXIS: WESTERN EUROPEAN PAY-TV NOW PRIMARILY OTT

PRIMA GROUP JOINS THE ASSOCIATION OF ONLINE PUBLISHERS

20. 3. 2023 The Association of Online Publishers  is expanding with four new members. In March, the Prima Group, Investigace.cz, ABC Media and Inregion.cz joined the industry organisation. The number of members of the association has thus risen to twenty-five. “We are pleased to welcome more members to our organisation. When we look at the diversity of our… Continue reading PRIMA GROUP JOINS THE ASSOCIATION OF ONLINE PUBLISHERS

PRIMA: SKIPPING COMMERCIALS WAS A BIG DRAMA, BUT THE EMOTIONS HAVE SUBSIDED

20. 3. 2023 For three quarters of a year now there has been a ban on skipping ads in the back view of IPTV operators in the broadcasts of Prima group TV stations. What the measure has brought and what the next steps will be, representatives of the Prima group explain. The MediaGuru.cz editorial team talked to Lukáš… Continue reading PRIMA: SKIPPING COMMERCIALS WAS A BIG DRAMA, BUT THE EMOTIONS HAVE SUBSIDED

NOW IS A KEY MOMENT FOR AGREEMENT ON CROSS-MEDIA MEASUREMENT

20. 3. 2023 The pressure for better cross-media measurement has been building and now is a key moment to agree on five common principles to meet marketers’ needs and improve the consumer ad experience. Take a moment to consider what you watch and how you watch it. Like me, you’ve probably changed your viewing habits quite a bit… Continue reading NOW IS A KEY MOMENT FOR AGREEMENT ON CROSS-MEDIA MEASUREMENT

DANIEL GRUNT, HEAD OF TV NOVA: “IT IS NOT REALISTIC TO CREATE CZECHFLIX. IT’S NOT REALISTIC TO CREATE A CZECH TV”

19. 3. 2023 Listen to the interview (in czech) with Daniel Grunt not only about Voyo. How does the head of TV Nova see the development of TV broadcasting and pay services? Can Voyo become Czechflix? Will it ever be with advertising? And why was Voyo always overloaded on Thursdays? Not only that, in an interview for Médiář… Continue reading DANIEL GRUNT, HEAD OF TV NOVA: “IT IS NOT REALISTIC TO CREATE CZECHFLIX. IT’S NOT REALISTIC TO CREATE A CZECH TV”

EGTABITE 420: HOW TF1 PUB IS INVENTING TOMORROW’S ADVERTISING IN THE METAVERSE

17. 3. 2023 In this week’s egtabite, we step into the metaverse with TF1 PUB, where the French sales house recently welcomed industry players to present its future strategy, aptly titled: “Let’s invent tomorrow’s advertising together”. In this era of multi-screen consumption and technological advances, advertising is experiencing its biggest revolution and TF1 PUB is committed to accelerating… Continue reading EGTABITE 420: HOW TF1 PUB IS INVENTING TOMORROW’S ADVERTISING IN THE METAVERSE