HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS
18. 4. 2023 Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments. Unfortunately, this narrative skates… Continue reading HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS
DISCOUNTERS BOOST TV INVESTMENT AS THEY LOOK TO MAINTAIN MARKET SHARE MOMENTUM
16. 4. 2023 Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains. Aldi and Lidl have doubled down on TV advertising as they continue to capitalise on consumer demand for cheaper groceries, with the two discounters… Continue reading DISCOUNTERS BOOST TV INVESTMENT AS THEY LOOK TO MAINTAIN MARKET SHARE MOMENTUM
THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED
15. 4. 2023 Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines. Insider Intelligence reports that in 2022, viewing on digital video platforms was just about on par with TV, with consumers averaging 3 hours and 2 minutes per… Continue reading THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED
NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT
14. 4. 2023 Television is great on its own, but even more valuable in the mix making other mediums more effective’ Television industry marketing body ThinkTV has commissioned research from Kantar to help explain the options open to marketers if they need to trim budgets during 2023. “If consumer spending contracts and inflation increases then marketers budgets can… Continue reading NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT
UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018
13. 4. 2023 Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year. B2B brands have more than doubled their investment in UK linear TV… Continue reading UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018
STUDY USA: HOUSEHOLDS SPEND ALMOST 6 MINUTES LOOKING FOR CONTENT TO STREAM ON TV
13. 4. 2023 As U.S. consumers increasingly switch to connected televisions, finding something to stream in a sea of content offerings has become a challenge. New data from LG Ad Solutions found that the average U.S. household spends 5.7 minutes searching for content to stream. Although viewers are streaming more free, ad-supported TV, nearly half of U.S. households… Continue reading STUDY USA: HOUSEHOLDS SPEND ALMOST 6 MINUTES LOOKING FOR CONTENT TO STREAM ON TV
CO-VIEWING HELPS BOOST STREAMING REACH
12. 4. 2023 A new report from TVision Insights and Tegna illustrates just how much co-viewing impacts viewership numbers on streaming. The study, which was conducted using data from TVision’s proprietary software to measure persons-based viewing, showed that Premion was able to achieve a 19% boost over CTV norms based on a metric called VPVH (views per viewable… Continue reading CO-VIEWING HELPS BOOST STREAMING REACH
STUDY UK: THE EVOLUTION OF CHILDREN’S MEDIA HABITS
10. 4. 2023 How children use social media is changing, with less posting taking place and more platforms being used as search engines to answer questions, according to a new report from regulator Ofcom. Why it matters Now in its ninth year, Children’s Media Lives is a qualitative, longitudinal study following the same group of children aged 8… Continue reading STUDY UK: THE EVOLUTION OF CHILDREN’S MEDIA HABITS
DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER
4. 4. 2023 Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups,… Continue reading DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER
NEARLY NINE IN TEN U.S. INTERNET HOMES HAVE A STREAMING VIDEO SUBSCRIPTION
3. 4. 2023 Two in five share passwords for services, up from 27% in 2019, according to Parks Associates. New survey data from Parks Associates shows that subscription video services are nearly ubiquitous in U.S. homes, with 87% of US internet households having at least one OTT subscription service, and that password sharing is also widespread, with 40%… Continue reading NEARLY NINE IN TEN U.S. INTERNET HOMES HAVE A STREAMING VIDEO SUBSCRIPTION
TV IS THE FUTURE OF VIDEO GAME ADAPTATIONS, NOT MOVIES
2. 4. 2023 Recent video game adaptations have proven that the future of the genre lies on TV, rather than the tried and tested big-screen adaptations. Bella Ramsey and Pedro Pascal as Ellie and Joel in HBO’s The Last of Us. Sonic from 2020’s Sonic the Hedgehog Recent video game adaptations such as The Last of Us have… Continue reading TV IS THE FUTURE OF VIDEO GAME ADAPTATIONS, NOT MOVIES
THREE OF THE FOUR VOD SERVICES WILL INTRODUCE ADVERTISING BY NEXT YEAR AT THE LATEST
31. 3. 2023 Advertising will become a standard part of most paid streaming services by 2025, according to the latest NPAW 2023 State of Streaming Advertising and Analytics study, which analysed data from 250 streaming service operators around the world. Responses to the NPAW survey found that 76 percent of the operators surveyed plan to introduce advertising no… Continue reading THREE OF THE FOUR VOD SERVICES WILL INTRODUCE ADVERTISING BY NEXT YEAR AT THE LATEST
IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS
29. 3. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS
VOD CATALOGUES: A EUROPEAN PERSPECTIVE
28. 3. 2023 Almost a third (32%) of all works, specifically films and TV seasons, found in VOD catalogues are of European origin. Furthermore, according to a new report of TVOD, SVOD and FOD catalogues by the European Audiovisual Observatory, around one in five (21%) are of EU 27 origin. Other key findings of the report are: EU27… Continue reading VOD CATALOGUES: A EUROPEAN PERSPECTIVE
WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE
27. 3. 2023 If brands want to cut through the noise of an ever-busier media landscape, their content needs to make an emotional connection with the audience Why TV advertising needs to inspire if it’s to resonate “Emotion in ads is more important than it’s ever been,” said Vicky Handley, brand and communications lead at Lloyd Banking Group.… Continue reading WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE
AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS
23. 3. 2023 New guidance from the U.S. Copyright Office could prevent marketers from claiming ownership of their work Brands and agencies are dealing with thorny issues around who owns work generated by AI, and the answer could be nobody. While these entanglements are being worked out, advertisers are having a hard time navigating the new world of… Continue reading AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS
MORE THAN A QUARTER OF STREAMING SERVICES ARE SHARED
22. 3. 2023 12% of direct-to-consumer (D2C) streaming services in the United States are being paid for by someone outside of the immediate household. New consumer research from Leichtman Research Group found 86% of US households have at least one streaming video service from 15 top subscription video-on-demand and D2C services, and 50% of households have four or… Continue reading MORE THAN A QUARTER OF STREAMING SERVICES ARE SHARED
UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV
21. 3. 2023 Viewers in the UK spent 17.1 minutes watching video ads per day in 2022, according to Thinkbox’s latest research. Broadcasters accounted for over 80% of all video advertising while SVOD services took up less than 2%. Summary Last year, viewers in the UK spent 17.1 minutes watching video ads per day. Broadcasters accounted for over 80%… Continue reading UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV
