Category: CASE STUDIES
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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.

EGTABITE 424: EMPOWERING MARKETERS WITH THE ITV RECOVERY BUDGET PLANNER TOOL

14. 4. 2023 In today's world, marketers are facing a unique set of challenges. Economic downturns, evolving customer behaviour, and changes in technology are just a few of the factors that can impact a company's bottom line. In such a scenario, marketers need to have access to data-driven insights that can help them make informed decisions. To address this need, ITV has launched a new web-based tool - the ITV Recovery Budget Planner. By the numbers Commissioned by ITV AdLabs, the Recovery Budget Planner is a free interactive tool built using independent data from Magic Numbers, a leading econometrics consultancy. It provides the expected impacts of different advertising budget scenarios in terms of market share, sales, and profit.

EGTABITE 422: RMB’S BLUE SCREEN INITIATIVE FOR ECO-RESPONSIBLE ADVERTISING

31. 3. 2023 This week’s egtabite explores Blue Screen, a new advertising format by RMB in Belgium, the RTBF’s sales house. Launched in March, the Blue Screen initiative aims at giving greater visibility to eco-responsible companies, products and services by offering a privileged ad space (strong audiences and an innovative design) to those advertisers who fit the strict criteria laid out in RMB’s eligibility charter.

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”.

CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

5. 3. 2023 Clearcast is known for clearing ads in the UK and helping brands advertise responsibly on TV and video platforms. They are committed to making TV ads more accessible as part of their ‘Ads for all’ campaign.

EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH

3. 3. 2023 In this week’s egtabite we visit Spain and examine Atresmedia Publicidad’s ad product called Pantaia. First launched in 2022, the hybrid product debuted with 19 campaigns from 17 advertisers that efficiently wanted to increase the reach of linear TV campaigns.

EGTABITE 415: NORMALISING SEXUAL WELLNESS PRODUCTS WITH A CANADIAN LOVE STORY

3. 2. 2023 In this week’s egtabite we visit Canada, where Rogers Sports & Media worked with the sexual wellness product brand Lovehoney to raise brand awareness and help normalise the product category. To do this effectively, Rogers had to account for the traditional taboo nature of the products and the restrictive Canadian media guidelines.

EGTABITE 413: IN SWITZERLAND, TV IS THE FLAGSHIP MEDIUM FOR ADVERTISING PERCEPTION

20. 1. 2023 A new study proving the efficiency of TV as an advertising medium is the topic of this week’s egtabite. When 1002 respondents in Switzerland were surveyed about the characteristics of different advertising vehicles, the results showed that out of all media, TV works best.

EGTABITE 411: PUBLITALIA ‘80’S AD CAMPAIGN TOOLS MEASURE THE AD EFFECTIVENESS CROSS-MEDIA

6. 1. 2023 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.

EGTABITE 410: TV IDEAS AND CASE STUDIES YOU MIGHT HAVE MISSED

23. 12. 2022 This egtabite features the most interesting business case studies of 2022. We invite you to rediscover these great insights, ideas and creative innovations our members have so kindly shared with us over the past twelve months.

EGTABITE 408: CELEBRATING WORLD TV DAY AROUND THE GLOBE

9. 12. 2022 On 21 November, World Television Day - as designated by the United Nations - was celebrated around the globe for the 26th time. On this occasion, broadcasters and TV associations put the spotlight on the medium’s resilience and its attention-grabbing power. In this week’s egtabite we revisit some of the initiatives carried out on the occasion of 2022 World Television Day.

EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW

25. 11. 2022 In this week’s egtabite we introduce an example of how broadcasters are partnering with social media companies in order to expand their reach and offering. In France, TF1 PUB has teamed up with Snapchat for the distribution of content from the reality TV show Star Academy. The partnership is part of TF1 Group’s Full Video strategy, which aims to appeal to younger audiences across devices, whether content is watched on linear or on demand, at home or elsewhere. The sales partnership with Snapchat enables monetisation opportunities of the new video inventory on the social platform.