In this week’s egtabite we introduce Publitalia ‘80’s Connected TV (CTV) advertising offer. We also dig deeper into how the sales house deploys attribution models to prove campaign effectiveness down to drive-to-store level data.
Publitalia ‘80, the Mediaset Group’s sales house in Italy, first introduced its CTV offer in 2017, called ADD+. Brands were able to launch targeted ad campaigns based on Mediaset’s first-party data, derived from content consumption and consumers’ geo-behavioural information.
Since its inception, the CTV offer has greatly evolved, incorporating new measurement solutions for clients. Publitalia ’80 has relentlessly searched for tools and models to measure the effectiveness of advertising campaigns. The acquisition of a mobile data company, Beintoo, in 2020 marked a significant milestone for the sales house on this journey.
Proving uplift with the right technology
Beintoo is an Italian mobile data company operating in the digital advertising and data-driven field. Through a proprietary technology, Beintoo reads offline behavioural information (from more than 8 million smartphones) and translates location data into valuable insights to reconstruct consumers habits and preferences. Through this technology, Publitalia ’80 developed an analysis model able to measure the impact of addressable campaigns on Connected TVs, in terms of in-store visits, demonstrating to clients the efficiency of the medium.
How does the model work?
First, through IP matching, the model identifies the CTVs exposed to the addressable campaign and matches them with the smartphones of Beintoo’s universe. Then, the model compares the group of those exposed to the advertisement to a homogeneous unexposed group.
Finally, the client receives the data on in-store visits by both groups, the percentage increase and comparison between the two groups (uplift). For clients without a physical store, the attribution model has been extended to measure drive-to-web campaigns.
Incorporating cross-media planning & measurement
Publitalia ’80 has increasingly concentrated on integrating cross-media measurement capabilities. The analysis available today includes cross-media planning on linear TV, smart TV and digital (web and audio).
Leroy Merlin, a French-based home improvement and gardening retail company, was the first client to take advantage of the new measurement solution. The retailer planned an addressable campaign that involved CTV and digital audio, to reach geographically-targeted audiences, promote digital flyers and encourage physical store visits. The attribution analysis proved that users that were exposed to at least one of the two media visited Leroy Merlin stores in higher numbers than the control group not exposed to the ads. The analysis also showed that the greatest impact was on those exposed to both the TV and digital ads, with an uplift of 48.6%.
“Technology is becoming more and more important across the Group’s advertising offering: it allows brands not only to plan cross-media campaigns and reach fragmented audiences, but also to measure the ad effectiveness through concrete and innovative tools”, says Silvia Broggi, MarTech & International Marketing Director at Publitalia ’80. “The high interest of brands in our attribution analysis demonstrates, in fact, how important is for the market to verify the real value of advertising investments. The evolution of the attribution model, available also to measure the added value of cross-media campaigns, shows how the digital media integration allows customers to achieve marketing results more efficiently”.
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EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
6. 1. 2023In this week’s egtabite we introduce Publitalia ‘80’s Connected TV (CTV) advertising offer. We also dig deeper into how the sales house deploys attribution models to prove campaign effectiveness down to drive-to-store level data. Publitalia ‘80, the Mediaset Group’s sales house in Italy, first introduced its CTV offer in 2017, called ADD+. Brands were able… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
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28. 10. 2022“The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” This week’s egtabite shows how ITV took Socrates’ quote to heart as it launched its new strategy based on a simple question: ‘What can we do better?’ In collaboration with the marketing consultancy AAR… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 400: DPG MEDIA’S ONE CONNECTED MEDIA ECOSYSTEM
14. 10. 2022This week’s egtabite puts the spotlight on Belgian sales house DPG Media Advertising and its strategy to build a sustainable future for advertising – through a threefold approach: building an omnichannel video ecosystem, focusing on first-party data and promoting local impact. Fragmented media consumption Media consumption is happening everywhere and is more fragmented than ever.… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 398: SEVEN.ONE MEDIA´S AWARD-WINNING WINE-COMMERCE
30. 9. 2022In this week’s egtabite we introduce a creative project carried out by Seven.One Media in Germany, where the sales house made use of its full value chain to build a niche e-commerce brand. The German e-commerce market has been growing steadily over the years, and the appetite for buying wine online has been no exception.… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 394: PRO PLUS’S TAILOR-MADE PRODUCT PLACEMENT OFFERING
2. 9. 2022In this first egtabite after the summer break, we visit Slovenia, where broadcaster Pro Plus introduced a new offering to its portfolio, incorporating product placement and sponsorship tailored for an environment where strict rules apply to the format. As elsewhere, the media landscape and viewing habits are rapidly changing in Slovenia. While linear TV ratings… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 391: AN INTERVIEW WITH EGTA’S NEW PRESIDENT, WALTER ZINGGL
24. 6. 2022As the summer months quickly approach and our series of egtabites takes a well-deserved break until September, we are happy to put the spotlight on egta’s newly-elected President. The Statutory session at egta’s CEOs & Top Execs’ Summit on 9-10 June, marked the transfer of egta’s presidency, with outgoing President Laurent Bliaut, Deputy General Director,… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
9. 6. 2022How to rebrand, focus on innovation and sustainability, and roll out a campaign that maximises reach within a niche target group? In 2021, car brand Kia challenged sales house DPG Media Advertising and Havas Media in Belgium to roll out a campaign based on these KPIs. DPG Media Advertising and Havas Media took up the… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 386 – INSPIRATION BY EGTA AND GLOBAL TV GROUP
23. 5. 2022In this week’s egtabite, we focus 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 (AD) services. By showcasing the progress that has already been made in facilitating AD services, this egtabite is a call to… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 383: THINKTV AUSTRALIA LAUNCHES MEDIA ENGINE, A FREE PLANNING TOOL FOR BRANDS
29. 4. 2022In this week’s egtabite we look under the hood of ThinkTV Australia’s latest product, the Media Engine. The free planning tool empowers marketers to create better briefs by outlining the optimal media splits to generate revenue. “Great results come from great campaigns and great campaigns begin with great briefs. The Media Engine will help you… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
15. 4. 2022This week’s egtabite puts the spotlight on an innovative new offering, launched by French sales house FranceTV Publicité to revolutionise the shopping experience and support the development of e-commerce: Time To Shop. The Time to Shop offering allows e-retailers to combine tools such as enhanced pre-rolls, e-buyers data segments, QR codes and more to get… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 379: IP ÖSTERREICH’S GREEN FRAME PROMOTES SUSTAINABLE PRODUCTS ON THE BIG SCREEN
1. 4. 2022In this week’s egtabite we introduce an inspiring advertising format developed by IP Österreich, the Austrian cross-media sales house of RTL Germany. As the important topic of environmental protection and sustainability has reached the mass market, the sales house created the so-called Green Frame to promote and spread sustainable solutions even faster. The Green Frame… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 375: RMB AND ATV – AN EFFECTIVE TOOL FOR INCREMENTAL REACH
4. 3. 2022In this week’s egtabite we take a closer look at an Addressable TV (ATV) campaign in Belgium, recently carried out by RMB in collaboration with telco operator Proximus, advertising agency Dentsu and its client Upfield. Addressable TV, which was launched in 2020 in French-speaking Belgium thanks to a partnership between RMB and Proximus, has already… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 373: ITALIANS ARE MORE WILLING TO BUY A PRODUCT IF PROMOTED IN AN INCLUSIVE SPOT
18. 2. 2022
EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
4. 2. 2022Maximising reach through Addressable TV In this egtabite we head to France, where TF1 PUB teamed up with Orange France, a telco operator, to harness the power of Addressable TV (ATV) by specifically targeting the famously hard-to-reach viewers who don’t regularly watch TV. A study conducted by TF1 PUB demonstrates the potential that ATV has… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 369: FLEX KITCHEN, A DIGITAL COMEDY COOKING SERIES BY CHANNEL 4 AND HEINZ
21. 1. 2022This week’s egtabite focuses on a creative and comedic new format, recently launched by Channel 4 in collaboration with Heinz, named Flex Kitchen. The brand-new, short-form comedy series across Channel 4’s social and digital channels, represents the UK broadcaster’s push into social branded content, supported with the launch of 4Studio in 2020. A social-first branded… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
7. 1. 2022In this first egtabite of the year, we go to Switzerland, where Goldbach Media and the Electronic Media Interest Group (IGEM) recently conducted a study in cooperation with WEMF AG für Werbemedienforschung in which they compared the media usage of marketing and media professionals (‘ad people’) with that of the general population. The purpose was… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 365: MEASUREMENT & ATTRIBUTION IN THE AGE OF CONVERGED TV
10. 12. 2021In this week’s egtabite we bring you expert view from egta’s partner TV Squared on the state of CTV and the need for holistic cross-platform measurement. Jo Kinsella, TVSquared’s president, recently spoke at egta’s CEO & Top Executives’ Summit and can be watched here. Measurement & Attribution in the Age of Converged TV By Jo… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
26. 11. 2021In this week’s egtabite we put the spotlight on The Global TV Group’s latest initiatives and highlight how sales houses and TV companies can take advantage of the Group’s plentiful resources when promoting TV as an advertising medium. For those unfamiliar, The Global TV Group is a grouping of broadcasters’ and sales houses’ trade bodies… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 358: “BLACK TO FRONT” SEES CHANNEL 4 LAUNCH BLACK-FRONTED ADVERTISING TAKE OVER
15. 10. 2021In September, Channel 4 launched their ambitious “Black to Front” campaign, demonstrating the British public service broadcaster’s continued commitment to challenging the status quo and driving positive change when it comes to Black representation and visibility on TV. This week’s egtabite takes a closer look at the initiative and how the broadcaster’s sale house played… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 356: SWEDEN’S TV4 OPTIMISES ITS LINEAR OFFERING WITH A SELF-SERVICE PLATFORM
1. 10. 2021The topic of this week’s egtabite is Sweden’s TV4 new self-service platform, launched earlier this year. The platform, called Advanced TV, allows all advertisers and agencies to book TV spots directly via an online platform. “Our aim is to automate and simplify, to make the buying process more efficient through the adoption of a modern… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 354: BELGIAN BROADCASTERS BOOST THE LOCAL TELEVISION MARKET WITH UNSKIPPABLE ADS
17. 9. 2021In this week’s egtabite we look to Belgium, where all Belgian broadcasters and telco operators have joined forces to introduce a revised advertising model for recorded content and catch-up TV. Following the implementation of the new model, recordings of programmes will be preceded by one minute of unskippable advertisements, similar to what viewers are already… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 350: TV ADVERTISING DRIVES E-COMMERCE BUSINESS IN RUSSIA
19. 7. 2021In this week’s egtabite, we look to Russia, where an online grocery store witnessed significant growth spearheaded by TV advertising. The e-commerce business of the Perekrestok brick-and-mortar store chain was initially launched in 2017, offering online shopping and delivery in St. Petersburg since October 2018. Since then, the service has expanded to other Russian cities,… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 341: BUDWEISER AND SKY SPORTS ARE KINGS OF THE PREMIER LEAGUE
30. 4. 2021This week’s egtabite is a real treat for football fans, as we put the spotlight on a unique partnership between Sky Media and Budweiser. Budweiser has long been associated with football in the UK due to its long-standing partnerships with the Football Association and the World Cup. In 2019, the beer brand launched a three-year… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 333: SBS BELGIUM, VLERICK BUSINESS SCHOOL AND TELENET ON HOW ADDRESSABLE ADS ARE SHAPING THE FUTURE OF TV MARKETING
5. 3. 2021Is personalised TV advertising the key in the fight against the GAFAs? With this question in mind, this week’s egtabite dives into the world of addressable TV advertising and a recent research project by SBS Belgium, Vlerick Business School and Telenet. As new technological solutions are shaping the future of TV marketing, researchers examine how… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 331: THE FUTURE OF CONNECTED TV ADVERTISING IN EUROPE IS NEAR, PUBMATIC’S STUDY REVEALS
19. 2. 2021In this week’s egtabite, we examine the future of connected TV (CTV) advertising in Europe, on the occasion of PubMatic’s recently published study on the topic. The research paper, commissioned by Video Week Research, assesses CTV advertising developments in the region and dives specifically into six European markets: The ‘Big 5’ of France, Italy, Germany,… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 329: LAUNCHING TV 2 CONNECT – A SELF-SERVICE PLATFORM FOR ADDRESSABLE TV
5. 2. 2021This week’s egtabite puts the spotlight on TV 2 Denmark and the recent launch of TV 2 Connect – a unique self-service platform for the purchase of addressable TV. The Danish sales house currently delivers targeted advertising both via linear dynamic ad replacement and VOD pre-rolls (1-3 minutes). With 70% of revenue coming in via… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 327: PRIMA GROUP’S GRAND ESPORTS STUDIO
22. 1. 2021In this week’s egtabite, we step into the accelerating world of esports and take an insider look at how media companies can embrace the segment. In the Czech Republic, the Prima Group built one of the largest and most modern esport studios in Central Europe to host the annual Vodafone Czech Championship in Computer Games… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 325: HOW THE BELGIAN MEDIA CELEBRATED CHRISTMAS WITH 11 MILLION PEOPLE
8. 1. 2021In this first egtabite of the new year, we look back at the recent festive season and spotlight how the Belgian media united on Christmas Eve for a unique live programme, bringing together the country’s entire population. The live show “Christmas with 11 million” was broadcast on 24 December between 6 and 7 pm on… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
20. 11. 2020In this week’s special edition of our egtabite, we grab the opportunity to celebrate the upcoming World Television Day, an initiative of the United Nations. Ever since the first World TV forum was held on November 21st 1996, TV companies around the world have celebrated the date to spotlight the medium and remind audiences of… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 318: VIDA – UNITED MEDIA’S UNIQUE ADDRESSABLE PLATFORM
6. 11. 2020This week’s egtabite puts the spotlight on United Media’s latest innovation in the field of addressable advertising: VIDA (Video Dynamic Advertising). The sales house, which operates in Serbia, Croatia, Slovenia, Bosnia, Herzegovina and Montenegro, with headquarters in Luxembourg, officially launched the platform in June 2020 to leverage the scale and quality of linear TV and… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 316: DPG MEDIA’S VTM GO OR YOUTUBE: WHO WINS THE ONLINE VIDEO BATTLE?
20. 10. 2020In this week’s egtabite we take a look at Belgium DPG Media’s online video platform, VTM GO. By employing eye-tracking, physiological measures, and qualitative inputs, DPG put its platform to the test against YouTube by assessing viewers’ attention and ad acceptance. In summary, the research study revealed that VTM GO obtains a higher level of… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA
12. 10. 2020This week’s meaty egtabite puts the spotlight on Goldbach Switzerland and the sales house’s effective TV campaign for the online butcher shop Luma Delikatessen. The creative campaign boosted brand awareness, provided an increase in both direct and search traffic and delivered a clear increase in turnover – with plenty of new buyers trying the online… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 312: TF1 PUB BRINGS PROGRAMMATIC TV TO ITS LINEAR CHANNELS WITH ONE PTV
25. 9. 2020This week’s egtabite dives into TF1 PUB’s ONE PTV programmatic offer in France, launched in February 2020. Employing the demand-side platform (DSP) of The Trade Desk, ONE PTV makes linear TV purchases available to digital buyers. “This evolution marks the beginning of the convergence between digital and TV,” says Francois-Xavier Le Ray, Managing Director of… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 310: SCREENFORCE DACH AND AMPLIFIED INTELLIGENCE ON THE ENDURING POWER OF TV
11. 9. 2020In this first TV egtabite after the summer break, we take a look at Professor Karen Nelson-Field’s recent study conducted for Screenforce DACH (Germany, Austria, Switzerland). Nelson-Field and her team at Amplified Intelligence found that across multiple platforms, TV delivers the greatest number of attentive seconds and offers the greatest sales impact. The results of… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 306: AN INTERVIEW WITH EGTA’S NEW PRESIDENT
19. 6. 2020As the summer months quickly approach and our series of egtabites takes a well-deserved break until September, we put the spotlight on the latest addition to the team – egta’s newly elected President. The recent voting procedure with regards to egta’s Statutory session marked the transfer of egta’s presidency, with outgoing President Malin Häger, Commercial… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 304: RTÉ AND ELECTRIC IRELAND – DARKNESS INTO LIGHT 2020: SUNRISE APPEAL
5. 6. 2020The spirit of solidarity, especially in times of crisis, is needed more than ever. This week’s egtabite features a generous cross-platform campaign made in partnership with RTÉ and Electric Ireland, an Irish utility company, called “Darkness Into Light 2020: Sunrise Appeal”. Darkness Into Light Pieta, a mental health charity preventing suicide and self-harm and offering… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 300: SBS PAUSE BUTTON 2.0:THE PERFECT PAUSE FOR A BRAND
8. 5. 2020In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising. The SBS Pause button, which was… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 299: “THE NEST HUNT”- MCDONALD’S AUSTRIA LAUNCHES FIRST PROGRAMMATIC ADDRESSABLE TV CAMPAIGN VIA D-FORCE IN AUSTRIA
24. 4. 2020“The Nest Hunt”- McDonald’s Austria launches first programmatic addressable TV campaign via d-force in Austria The Easter holidays may be behind us, but engaging TV campaigns remain to keep our spirits high. This week’s egtabite features McDonald’s Austria’s first programmatic addressable TV campaign, successfully played out via d-force. The Power of joining forces Due to… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
10. 4. 2020This 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… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 295: RMB’S CROSS-MEDIA MXTEND STUDY
27. 3. 2020Media make up a large part of our daily lives, accompanying us everywhere, from the moment we get up until we go to bed, without us even realising it. Like travel, media open the way to discovery, enrich our knowledge and help us relax. While we can live without travelling, it is much harder without… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 293: HOW EUROSPORT IS USING BIOMETRIC RESEARCH TO DEEPEN AUDIENCE MEASUREMENT
13. 3. 2020Keeping viewers engaged throughout a live sporting event on television – which may last up to several hours – often remains a challenge for TV companies. This week’s egtabite features the use of biometric measurement by Eurosport to tackle this challenge – an innovative approach aimed at understanding which moments during these events drive higher… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 291: ARE UNEXPECTED ADS EFFECTIVE? – CHANNEL 4’S PL4Y-BACK AD RESPONSE STUDY
28. 2. 2020While creative solutions are often the ideal way for TV companies to attract new advertisers, it sometimes remains challenging to prove to clients and brands that their investments in a channel’s creative formats are paying off. This week’s egtabite features the PL4Y-Back Ad Response study conducted by Channel 4, which proves that the creative use… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 289: VIACOMCBS GLOBAL CONSUMER INSIGHTS: WHAT DOES TV MEAN TO PEOPLE WORLDWIDE?
14. 2. 2020The TV viewing experience has been changing drastically in the last years, especially with the rise of streaming services and all new devices for accessing them. The way audiences consume TV daily is constantly evolving. Therefore, there is a rising need for most recent figures that precisely show people’s viewing behaviour. This week’s egtabite puts… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
31. 1. 2020What is TV advertising really good for – offering short-term activation or long-term impact on brands? Any discussion of TV as an advertising medium is likely to involve buzzwords such as branding, image advertisements and long-term advertising impact. But what happens immediately after a TV spot airs? This week’s egtabite features Goldbach Media’s TV campaign… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
17. 1. 2020An online-first series This week’s egtabite puts the spotlight on the Belgian sales house SBS Belgium and telco operator Telenet with its series wtFOCK, which in no time has become one of the most successful online-first series in Flanders. The series – which is very popular among 15-24 year olds – has remained for a… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE281: EMOJI HUNT BY M6- INNOVATIVE USE OF CONTEXTUALISED AD BREAKS
6. 12. 2019In an ever-changing advertising landscape, advertisers and sales houses alike need to keep abreast of the latest consumer trends, capturing the consumer’s attention in new innovative ways. This week’s egtabite puts the spotlight on such a creative case by the French sales house M6 Publicité, aimed at both entertaining viewers and engaging them by jumping… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
22. 11. 2019Artificial Intelligence (AI) is advancing as we speak, changing the world we live in, making our lives more convenient. In a media landscape where advertisers are seeking maximum visibility for their products, TV advertising is pushing the envelope and constantly developing new forms of advertising. This week’s egtabite puts the spotlight on such an innovative… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 277: MARY POPPINS RETURNS – RMB AND FLASH’S CREATIVE PROMOTIONAL CAMPAIGN FOR WALT DISNEY PICTURES
8. 11. 2019Supercalifragilisticexpialidocious. Does this very long word sound familiar or is it just some gibberish you cannot really pronounce? Mary Poppins was an important part of a carefree childhood era to many, but to some, especially the millennial generation, it is just an archaic fictional character they do not know much about. This week’s egtabite features… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
13. 9. 2019#Sharetheload – DPG’s cross-media campaign for P&G Our first egtabite after the summer months features a creative case from DPG Media (former Medialaan in Belgium), who managed to leverage the synergy of a newly created cross-media, client-centric structure (a special creative and branded content department) illustrating perfectly how TV can accelerate the success of a… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 262: D2C BRANDS LOVE TV: GREENWEEZ, A FRENCH PIONEER OF ONLINE SALE OF ORGANIC PRODUCTS, GAINS RECOGNITION THANKS TO A TV CAMPAIGN
24. 5. 2019In today’s fast paced advertising world, it is becoming increasingly difficult for small brands to stand out. Online brands face strong competition, weak image and a general perception of unreliability. In the USA, the VAB have identified a clear trend of D2C (direct-to-consumer, sometimes called “pure players” in Europe) brands moving ad dollars into TV… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 256: TV2’S META-STUDY – HOW ADDRESSABLE TV PROVIDES HIGHER ROI THAN YOUTUBE AND FACEBOOK
12. 4. 2019In today’s fast-paced world, where everything happens in the blink of an eye, advertisers are constantly searching for the most effective way to place their brands in the spotlight. While often videos on Facebook and YouTube are opted for as a quick, cheap and easy solution for brands to reach consumers, new research now indicates… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 254: OK BUTTON: ADMEIRA LAUNCHES INTERACTIVE TV ADVERTISING IN SWITZERLAND
29. 3. 2019As consumers are inundated with advertising daily, it is becoming increasingly difficult for brands to stand out and engage with their target audience. The TV industry continues to innovate, striving for creative and effective ways to attract their viewer’s attention. Recent innovations on the TV screen include the development of interactive ads which add another… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 248: ITV’S LOVE ISLAND: LINKING REAL-WORLD BEHAVIOUR TO REALITY TV
15. 2. 2019Linking real-world behaviour to reality TV This week’s egtabite takes a deeper dive into an ambitious study presented by ITV at egta’s Market Intelligence Meeting in Budapest end of January. The UK sales house showcased innovative research on Love Island – the smash hit reality show which took the UK by storm – with a… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 246: IP GERMANY’S BEAUTY REPORT – HOW SUCCESSFUL BEAUTY BRANDS RELY ON TV
1. 2. 2019Mirror, mirror on the wall, who has the best beauty strategy of them all? This week’s egtabite features an in-depth look at IP Germany’s Beauty Study – a comprehensive dive into the world of beauty brands in Germany and the significant role of television in their market strategy. The sales house joined forces with the… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA
EGTABITE 241: HERE IS WHY THE FUTURE OF TV IS BRIGHT
14. 12. 2018As the holiday season approaches and the year comes to an end, we are shamelessly putting the spotlight on ourselves. This week’s egtabite features our New York study trip and International TV Sales Directors’ Meeting which took place early November this year. The senior management from egta’s membership and colleagues from around the globe gathered… Continue reading EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA