Category: CASE STUDIES
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CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS

15. 2. 2024 In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology.

THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION

15. 2. 2024 While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the launch of an exclusive clothing collection.

HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS

19. 1. 2024 If you have been paying attention, you will remember the research study on the effectiveness of TV program sponsorships conducted by the Marketing Scientist Group in collaboration with Paramount ANZ (Australia & New Zealand). The study explores the impact of attention on brand assets within TV sponsorships. The study encompassed a comprehensive experiment involving 2200 Australian TV viewers aged 18–69, exposed to various advertisements and sponsored programmes, including globally recognised shows like MasterChef Australia and Australian Survivor, as well as the aforementioned comedy show. The research sought to unravel how attention to brand assets within content and advertising influences brand outcomes. Measuring attention in TV sponsorships The study was elaborated further using passive eye-tracking data collected to discover the impact of attention/gazes on visual brand assets. The researchers employed passive eye-tracking data, measuring participants’ gazes on logos, products, and text via a camera. Merging this data with metadata and survey responses, the study unearthed several key findings.

SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

12. 12. 2023 In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling new opportunities in contextual TV reveals, and providing insights into the future of data-powered TV.

RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

20. 11. 2023 RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as Flash, RMB decided to develop a new brand named Slice. This new department serves as a nexus, bringing together brands and content creators such as streamers streamers, YouTubers, gamers, etc. Jointly, they develop next-level branded content for clients. About Slice Officially inaugurated in March 2023, Slice represents an ecosystem that brings together brands and young Belgian content creators. Equipped studios, strategically placed within RMB’s offices, include a lounge room, an audio room, a beauty room, a green room, and a gaming room, expediting the production process. RMB contributes its client relationships and expertise as a sales house. The objective is to facilitate connections between advertisers and innovative Belgian content creators, fostering exceptional long-term collaborations based on shared values and authenticity.

IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER

26. 10. 2023 Background information In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.

ADMEIRA AIRS SWITZERLAND’S FIRST ACCESSIBLE TV SPOT – GILLETTE AD WITH AUDIO DESCRIPTION

26. 10. 2023 Procter & Gamble broadcast a TV commercial with audio description in Switzerland for the very first time. The Gillette commercial is just the beginning of accessible TV advertising in Switzerland. The audio description function, which has been used in feature films at SRG SSR for several years, is now making its way into TV advertising in Switzerland. For example, the consumer goods manufacturer P&G has broadcast a Gillette TV commercial with audio description for the first time.

HOW FRANCETV PUBLICITÉ CULTIVATES ATTENTION

14. 9. 2023 Attention, the precious commodity In an age marked by constant information overload and digital distractions, attention has emerged as a valuable currency in the media industry. While attention is a prominent metric for measuring the success of advertising campaigns, pursuing developments and patterns of how audiences allocate attention is crucial.

M6 PUBLICITÉ INTRODUCES SUBTITLING SERVICE FOR LINEAR TV ADS FOR THE DEAF AND PEOPLE WITH HEARING LOSS

13. 9. 2023 To mark International Day of the Deaf on 23rd September, M6 Publicité stepped up its commitment to inclusion and accessibility by announcing the launch of its subtitling service on linear TV. The initiative aims to ensure that more TV ads are broadcast with subtitles for the deaf and people with hearing loss.

DOVE US: WHAT DO YOUR HANDS MEAN TO YOU?

12. 7. 2023 Background Unilever is committed to increasing diversity and promoting more inclusive representation of people through its advertising. Dove’s Advanced Care Hand Wash campaign does just that & is an important step in its #unstereotype commitment. To launch Dove’s new hand wash, Dove wanted to reappraise the importance of their hands. It was the first time Dove’s testimonial was told by the hands themselves, in Sign Language.

EGTABITE 433: THE REALITY OF DEVELOPING AND OPERATING A SUCCESSFUL VOD PLATFORM IN A SMALL MARKET

23. 6. 2023 In the highly competitive world of video-on-demand (VOD) platforms, even broadcasters in smaller markets can achieve success. In this week’s egtabite, we look at how Switzerland’s CH Media went about developing their streaming platform oneplus, with Lovely Systems, an Austrian-based development firm playing a pivotal role as their central service provider. By prioritizing the customer experience and flexibility, CH Media was able to overcome challenges, maximize efficiency, and achieve more than satisfactory results. Out-of-the-box to meet a launch deadline: a fake good idea or how to operate in the stone age In the race to meet a tight launch deadline due to not one but two partnerships with an advertising agency and a telco operator, CH Media initially relied on out-of-the-box solutions, such as standard client apps and cloud services. However, they soon discovered the limitations of those off-the-shelf options. The need for flexibility and customisation led them to develop their own clients. While this decision added complexity, it proved vital in the long run for achieving their vision. A key learning was to not commit to a launch date when launching something big. Distribution as one of the key success factors Recognising the importance of effective distribution, CH Media implemented a targeted and prioritised strategy. Leveraging Lovely Systems, nine applications were developed based on three codebases. This allowed CH Media to cater to different platforms, including web, Android phone, iPhone/iPad, AndroidTV, AppleTV, Tizen, and three telecom operators with different technologies. Despite the diverse platforms, they ensured consistent design and user experience across all applications, maximizing their reach and engagement.

EGTABITE 431: IGNITING A BRAND WITH ADSMART

9. 6. 2023 In this week’s egtabite we put the spotlight on an intriguing and successful ad campaign carried out for brand Homefire, a smokeless coal, fire log and firewood manufacturer and supplier that has been around for 30 years in the U.K. but had never advertised on TV before. From a consumer point of view, it existed purely as a product on shelves across the UK with no associated branding. Subsequently, the challenge Homefire faced was that it had lots of physical presence, but no mental availability – so it needed to create an identity and an emotional connection with the brand.

EGTABITE 430: ITV’S SILENT AD BREAK AS PART OF THE DEAF AWARENESS WEEK

26. 5. 2023 In this week’s egtabite we explore an initiative carried out recently by ITV on the occasion of the Deaf Awareness Week, which included a special silent ad-break takeover.

EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT

12. 5. 2023 In this week’s egtabite, we explore a creative campaign delivered by Ireland’s RTÉ in a unique content partnership with media agency Mediacom and renowned retailer Boots. The partnership aimed to create an integrated content collaboration that would make Boots a premier destination for beauty brands, by building on the platform of the TV beauty show Glow Up Ireland.

EGTABITE 426: TV4 PLAY VS. SOCIAL MEDIA: MEASURING AD ATTENTION AND ENGAGEMENT

28. 4. 2023 In this week's egtabite, we delve into an intriguing research study carried out by TV4, the largest commercial broadcaster in Sweden, which aimed to compare their digital channel TV4 Play and the linear TV channel TV4 with the social media platforms TikTok, Instagram, YouTube and Facebook, as well as local news sites. The goal of the study was to gather evidence and insights to improve TV4’s offerings and adapt their communication with clients and media agencies, by focusing on actual behaviour rather than self-reported behaviour of viewers.