Category: CASE STUDIES
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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.

EGTABITE 277: MARY POPPINS RETURNS – RMB AND FLASH’S CREATIVE PROMOTIONAL CAMPAIGN FOR WALT DISNEY PICTURES

8. 11. 2019 Supercalifragilisticexpialidocious. 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 an innovative format from RMB’s creative unit called FLASH, aiming to reconnect younger audiences with the famous character, right in time for the Mary Poppins Returns movie release. A creative case The in-house Content and Creativity Unit of RMB, a sales house in the south of Belgium, called FLASH, was in charge of the creative format for their client Walt Disney Pictures.

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 content campaign.

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. 2019 In 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 advertising, collectively spending over $2.5 billion on TV advertising in 2017. This trend is now coming to Europe, where online players are significantly investing in television, as it is driving strong ROI for them. In France alone, pure players invested €781,4 million in television in 2018. This week’s egtabite features one such successful TV campaign for an online shop which wanted to boost its brand awareness, Greenweez. Pure player and bio specialist Greenweez is a small start-up, specialising in the sale of organic products, in the nutrition, beauty and hygiene sectors. For 10 years, it has been a number one brand on the French market. However, despite this and its acquisition by Carrefour in 2016, Greenweez’s reputation was still dramatically low.

EGTABITE 256: TV2’S META-STUDY – HOW ADDRESSABLE TV PROVIDES HIGHER ROI THAN YOUTUBE AND FACEBOOK

12. 4. 2019 In 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 that in the long run, these do not provide the greatest return on investment (ROI) for advertisers’ marketing campaigns.

EGTABITE 254: OK BUTTON: ADMEIRA LAUNCHES INTERACTIVE TV ADVERTISING IN SWITZERLAND

29. 3. 2019 As 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.

EGTABITE 248: ITV’S LOVE ISLAND: LINKING REAL-WORLD BEHAVIOUR TO REALITY TV

15. 2. 2019 Linking 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 focus on measuring the impact of the multiple brand partners’ activities around the show.

EGTABITE 246: IP GERMANY’S BEAUTY REPORT – HOW SUCCESSFUL BEAUTY BRANDS RELY ON TV

1. 2. 2019 Mirror, 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.

EGTABITE 241: HERE IS WHY THE FUTURE OF TV IS BRIGHT

14. 12. 2018 As 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.