Category: CASE STUDIES
cooperation with 
The Association of Commercial Television is a member of egta and The Global TV Group. The partnership with egta provides exclusive access to the unique egta knowledge hub library. This enables AKTV to publish selected case studies from the world of television and media translated into Czech on its website ScreenVoice.cz. The studies deal with current topics such as the latest advertising technologies and formats, audience measurement or examples of innovative advertising strategies.
The egta knowledge hub database., from whose extensive library of research, case studies and podcasts AKTV draws, is a rich source of news on the latest trends, challenges and best practices in the media environment. It is an inspiration to the broader advertising community and bears a significant share of its success.
Stay up-to-date and stay ahead of the curve in today's ever-evolving, ever-changing world of media, advertising, television and total video.
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EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
7. 1. 2022 In this first egtabite of the year, we go to Switzerland, where Goldbach Media and the Electronic Media Interest Group (IGEM) recently conducted a study in cooperation with WEMF AG für Werbemedienforschung in which they compared the media usage of marketing and media professionals (‘ad people’) with that of the general population. The purpose was to present ad people with real figures showing whether their assumptions concerning general media usage differ from actual usage by the general population and how ad people use media differently.
EGTABITE 365: MEASUREMENT & ATTRIBUTION IN THE AGE OF CONVERGED TV
10. 12. 2021 In this week's egtabite we bring you expert view from egta's partner TV Squared on the state of CTV and the need for holistic cross-platform measurement. Jo Kinsella, TVSquared's president, recently spoke at egta's CEO & Top Executives' Summit and can be watched here. Measurement & Attribution in the Age of Converged TV
EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
26. 11. 2021 In this week’s egtabite we put the spotlight on The Global TV Group’s latest initiatives and highlight how sales houses and TV companies can take advantage of the Group's plentiful resources when promoting TV as an advertising medium.
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.