Category: CASE STUDIES
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EGTABITE 358: “BLACK TO FRONT” SEES CHANNEL 4 LAUNCH BLACK-FRONTED ADVERTISING TAKE OVER

15. 10. 2021 In 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 a key role in this ground-breaking initiative.

EGTABITE 356: SWEDEN’S TV4 OPTIMISES ITS LINEAR OFFERING WITH A SELF-SERVICE PLATFORM

1. 10. 2021 The 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 approach to linear while integrating attributes of the digital ecosystem,” says Mikael Ekelöf, Director of Sales & Business Development at TV4.

EGTABITE 354: BELGIAN BROADCASTERS BOOST THE LOCAL TELEVISION MARKET WITH UNSKIPPABLE ADS

17. 9. 2021 In 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 familiar with on many other video platforms. Viewers will still be able to skip the ad break during the programme they recorded. On Telenet's catch-up serivce, which allows viewers to watch programmes on demand for a period of seven days after the original broadcast, viewers will no longer be able to skip ad breaks during programmes. That was already the case for VTM's channels.

EGTABITE 350: TV ADVERTISING DRIVES E-COMMERCE BUSINESS IN RUSSIA

19. 7. 2021 In 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, including ten new cities in 2021 alone, and in three years, it has become one of the most prominent players in the country's e-grocery segment.

EGTABITE 341: BUDWEISER AND SKY SPORTS ARE KINGS OF THE PREMIER LEAGUE

30. 4. 2021 This week’s egtabite is a real treat for football fans, as we put the spotlight on a unique partnership between Sky Media and Budweiser.

EGTABITE 333: SBS BELGIUM, VLERICK BUSINESS SCHOOL AND TELENET ON HOW ADDRESSABLE ADS ARE SHAPING THE FUTURE OF TV MARKETING

5. 3. 2021 Is 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.

EGTABITE 331: THE FUTURE OF CONNECTED TV ADVERTISING IN EUROPE IS NEAR, PUBMATIC’S STUDY REVEALS

19. 2. 2021 In 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, Spain and the UK, as well as Sweden.

EGTABITE 331: THE FUTURE OF CONNECTED TV ADVERTISING IN EUROPE IS NEAR, PUBMATIC’S STUDY REVEALS

19. 2. 2021 In 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, Spain and the UK, as well as Sweden. Two-speed Europe moving forward One of PubMatic's key findings is what can be described as "two-speed Europe". While large, global players are moving quickly to disrupt the European CTV advertising space, powered by unified content, technology and data infrastructure, local players move more slowly. The smaller players are nonetheless actively deploying next-generation TV advertising solutions, as CTV in Europe pushes from abstract intentions to tangible solutions.

EGTABITE 329: LAUNCHING TV 2 CONNECT – A SELF-SERVICE PLATFORM FOR ADDRESSABLE TV

5. 2. 2021 This 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.

EGTABITE 327: PRIMA GROUP’S GRAND ESPORTS STUDIO

22. 1. 2021 In 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 and the Samsung Czech Championship in Mobile Games. The TV studio built for the occasion is 400m2 and includes a 23m long continuous LED wall, the largest yet to be shown on-air in the Czech Republic and Slovakia.

EGTABITE 325: HOW THE BELGIAN MEDIA CELEBRATED CHRISTMAS WITH 11 MILLION PEOPLE

8. 1. 2021 In 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.

EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!

20. 11. 2020 In 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 TV’s positive impact on society.

EGTABITE 318: VIDA – UNITED MEDIA’S UNIQUE ADDRESSABLE PLATFORM

6. 11. 2020 This 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 combine it with the targeting and measurement of digital.

EGTABITE 316: DPG MEDIA’S VTM GO OR YOUTUBE: WHO WINS THE ONLINE VIDEO BATTLE?

20. 10. 2020 In 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 attention to content than YouTube, and ads receive much higher attention and are better accepted.

EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA

12. 10. 2020 This 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 shop. Goldbach’s Brandformance attribution model At the beginning of April and mid-May, Luma launched their first-ever 20-second TV spot on the creation and mission of the specialised shop. The campaign period - in the midst of the COVID19 crisis - was marked by a general change in the use of media in the country, more particularly an increased use of online platforms, online stores, and streaming services.