REPORT: CONNECTED TV VIDEO IMPRESSIONS SURPASS MOBILE
11. 5. 2022 Innovid, an independent advertising platform for delivery, personalisation and measurement of converged TV, has published findings from its 10th annual Global Benchmarks Report examining critical trends, advancements, and benchmarks in the video advertising industry. The report revealed that in 2021, CTV surpassed mobile as the channel with the greatest share of global video impressions, with… Continue reading REPORT: CONNECTED TV VIDEO IMPRESSIONS SURPASS MOBILE
STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES
5. 5. 2022 New Future Today survey finds that 94% of parents have increased co-viewing in the last year. While conventional wisdom holds that the proliferation of screens has produced more siloed viewing, a new survey commissioned by Future Today has found that family co-viewing among streaming audiences is actually increasing. “There is a misperception that the explosion in screens… Continue reading STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES
CTV BENEFITS FROM COOKIES’ DECLINE
3. 5. 2022 With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says. Context Digital video adspend is growing fast – up 49% in 2021 according to the IAB’s 2021 Video Ad Spend and 2022 Outlook report, with another 26% increase forecast for… Continue reading CTV BENEFITS FROM COOKIES’ DECLINE
WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING
29. 4. 2022 Traditional advertising is alive, heading for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter.
NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM
29. 4. 2022 In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones. This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM
HOW TODAY’S TV DRIVES BRANDS?
26. 4. 2022 Do you know how today’s TV drives brands? Egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and ad sales companies to share their views on the many facets of today’s TV. Some aspects are widely recognised, others are yet to be discovered. These key insights are now freely… Continue reading HOW TODAY’S TV DRIVES BRANDS?
A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST
18. 4. 2022 Those who listen and reframe challenges as opportunities will come out on top The television industry has entered the golden age of everything. Audiences, advertisers and storytellers alike have ample reason to be optimistic. Yet, as an industry, there’s often bickering about the hurdles of what’s holding us back rather than what lies ahead. Instead,… Continue reading A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST
EASTER MARKETING IDEAS THAT WORK
14. 4. 2022 This list of unusual Easter marketing ideas will get you inspired for the season. Easter eggs make up 10% of annual chocolate spending in the UK. That’s a delicious chunk of revenue for food brands. We’ll go through what you can take from these examples to create a brilliant Easter marketing campaign. Younger generations are… Continue reading EASTER MARKETING IDEAS THAT WORK
HOW TO RESOLVE THE ATTENTION PARADOX
12. 4. 2022 Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading HOW TO RESOLVE THE ATTENTION PARADOX
IN DEFENCE OF BRAND STORYTELLING
11. 4. 2022 Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading IN DEFENCE OF BRAND STORYTELLING
ADS MOST POWERFUL WITH EXISTING CUSTOMERS
8. 4. 2022 ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION) Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages. That was… Continue reading ADS MOST POWERFUL WITH EXISTING CUSTOMERS
USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS
7. 4. 2022 Rapid growth in ownership means that the majority of TV sets (57%) are now smart sets according to new data from Hub Entertainment Research. BOSTON, Mass. —Smart TV ownership, which has played a central role in the growth of streaming media, continues to rise dramatically, according to Hub Entertainment Research’s fourth annual “Connected Home” study. The… Continue reading USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS
OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS
6. 4. 2022 Live programming will continue to keep pay-TV relevant, researcher says. Despite the increase in cordcutting, drawing viewers away from pay-TV, interest in live news and sports—a staple of traditional linear TV—remains high among older, wealthier viewers, according to a recent study from Leichtman Research Group. When asked the importance of various programming genres, overall, 49% of… Continue reading OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS
GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV
4. 4. 2022 Connected TV has become an integral part of the living room in Germany, Austria and Switzerland (DACH). Above all, the younger target group of 16 to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use an internet-connected TV… Continue reading GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV
EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS
2. 4. 2022 With U.S. streamers still driving local market growth, TV producers in continental Europe are juggling between the Hollywood studio business model — under which Netflix and the likes get all rights in return for full-financing plus a fee — and the pre-existing European model based on co-productions that leave indie producers with backend and give… Continue reading EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS
FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD
1. 4. 2022 The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But… Continue reading FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD
STUDY USA: CAN STREAMING VIDEO KEEP UP WITH THE METAVERSE?
29. 3. 2022 New Deloitte survey finds that the U.S. SVOD churn rate is 37% and that younger generations are increasingly embracing gaming, social media and user generated content NEW YORK— Amid the burgeoning debate about the metaverse and its prospects for dominating the media landscape, Deloitte’s Digital Media Trends survey found a number of signs that streaming… Continue reading STUDY USA: CAN STREAMING VIDEO KEEP UP WITH THE METAVERSE?
CONSUMERS EXPECT BRANDS TO RESPOND TO THE UKRAINE CONFLICT
24. 3. 2022 A majority of consumers around the world believe that brands should take some form of action in response to the ongoing conflict in Ukraine. What can they do? According to research by GWI among 20,428 internet users aged 16-64 in 21 markets, 84% want brands to take action. While 32% accept that it may depend… Continue reading CONSUMERS EXPECT BRANDS TO RESPOND TO THE UKRAINE CONFLICT
