Category: CASE STUDIES
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EGTABITE 312: TF1 PUB BRINGS PROGRAMMATIC TV TO ITS LINEAR CHANNELS WITH ONE PTV

25. 9. 2020 This 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.

EGTABITE 310: SCREENFORCE DACH AND AMPLIFIED INTELLIGENCE ON THE ENDURING POWER OF TV

11. 9. 2020 In 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.

EGTABITE 306: AN INTERVIEW WITH EGTA’S NEW PRESIDENT

19. 6. 2020 As 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.

EGTABITE 304: RTÉ AND ELECTRIC IRELAND – DARKNESS INTO LIGHT 2020: SUNRISE APPEAL

5. 6. 2020 The 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 face to face therapy and phone service to people in danger, organises an annual flagship walk called “Darkness Into Light”, which was indefinitely postponed due to the world pandemic. Donations were down due to the crisis, yet demand for Pieta’s services continued to rise. Therefore, Pieta invited people to watch the sunrise from their homes and share their photos online while RTÉ’s mission was to promote and support the “Sunrise Appeal”, so that people around the country could come together, while apart. Electric Ireland has supported Darkness into Light since 2013, working with Pieta to bring hope to customers, staff and communities across Ireland that have been affected by suicide. #DIL2020 To raise awareness and funds for Pieta’s initiative on a national level, RTÉ and Spark Foundry, an Irish media agency and part of Core, Ireland’s largest marketing communications company, set out to leverage the scale and reach of their platforms where Electric Ireland and Pieta could spread their message, better reach their audience and bring people together in one very unique, special moment.Following Covid-19, many charities were facing a critical funding situation, therefore the challenge was to cut-through audiences ‘emotional fatigue’ and build a connection which would drive fundraising.

EGTABITE 300: SBS PAUSE BUTTON 2.0:THE PERFECT PAUSE FOR A BRAND

8. 5. 2020 In 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.

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

EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND

10. 4. 2020 This 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 in the long-term and delivers a strong argument for advertisers to invest in Total TV. Total TV advertising measurement In Finland, 99% of the population watches TV content on any device. The viewing time of just under 3 hours per day (2h 42min) has remained pretty stable for the past decade, with commercial broadcasters representing 52% of the market. Nonetheless, there was a need for an in-depth ROI study, with advertising measurement added to Total TV.

EGTABITE 295: RMB’S CROSS-MEDIA MXTEND STUDY

27. 3. 2020 Media 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 media.

EGTABITE 293: HOW EUROSPORT IS USING BIOMETRIC RESEARCH TO DEEPEN AUDIENCE MEASUREMENT

13. 3. 2020 Keeping 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 engagement and which moments are less engaging for viewers.

EGTABITE 291: ARE UNEXPECTED ADS EFFECTIVE? – CHANNEL 4’S PL4Y-BACK AD RESPONSE STUDY

28. 2. 2020 While 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.

EGTABITE 289: VIACOMCBS GLOBAL CONSUMER INSIGHTS: WHAT DOES TV MEAN TO PEOPLE WORLDWIDE?

14. 2. 2020 The 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.

EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV

31. 1. 2020 What 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 for their client Librio that proved to deliver both short-term activation and long-term advertising impact Swiss start up’s debut on TV Librio is a Swiss publishing house specialising in personalised children’s books. The young e-commerce company was founded in Zurich in 2017 and has since sold more than 30,000 books in more than 70 countries. Its previous marketing measures were limited to the most common online channels such as search engine marketing, display advertising, social media campaigns, and influencer marketing.

EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES

17. 1. 2020 An 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 long time under the radar for other audiences. Its authenticity, in combination with the unique format, greatly contributed to the success of the series, both with viewers and advertisers: a win-win situation, as SBS manages to target a group that advertisers have difficulty in reaching. The border between fiction and reality wtFOCK is the Flemish version of SKAM, a Norwegian youth series that generated so much hype that the concept was picked up for adaptation in countries such as Italy, France, the Netherlands, Germany, the United States and now Belgium.

EGTABITE281: EMOJI HUNT BY M6- INNOVATIVE USE OF CONTEXTUALISED AD BREAKS

6. 12. 2019 In 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 on a current trend: The Emoji Hunt. The hunt is on The M6 Emoji Hunt contest, created for the French postal service La Poste, was inspired by the Pokémon craze of 2018, where people were encouraged to hunt Pokémons through an augmented reality app on their smartphone. The Emoji Hunt was also sparked by the increasingly frequent use of emoji’s in a wide range of communication channels - both by consumers as well as brands.

EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING

22. 11. 2019 Artificial 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 solution developed by IP Deutschland: a contextual video tagging campaign, using the power of AI. AI meets premium content in the premium environment IP Deutschland’s Solutions Department, in close collaboration with Cologne Broadcasting Center, Info Network and RTL Interactive developed an in-house AI tool for TV advertising and successfully tested the delivery of advertising in a contextually appropriate environment. The great advantage of this newly developed AI tool is the ability to analyse content in real-time - finding the most appropriate time to feature an ad.