MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

4. 11. 2024 | 1 min read Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition.

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 | 3 min read Linear TV is clearly - despite strong competition from streaming platforms - more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated.

HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?

1. 11. 2024 | 5 min read In the TV business, we’ve become accustomed to a lot of acronyms and jargon. Just within the last few years we have been introduced to OTT, SVOD, AVOD, PVOD, FAST and various other iterations of what amounts to internet-delivered content that is either free to consumers or via subscription or one-off transaction. But one less-buzzy term I think you would be well advised to get acquainted with is HbbTV, or Hybrid Broadcast Broadband TV.

MSL AND LEO BURNETT ARE IN THE FINAL EUROPEAN EXCELLENCE AWARDS

1. 11. 2024 | 2 min read A total of five shortlists at the European Excellence Awards have been awarded to campaigns by agencies MSL and Leo Burnett.

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 | 2 min read TV generates 13.8 seconds of attention for a 30-second ad.

MAKING A MARKETER 2: MARKETING HAS A MARKETING PROBLEM

29. 10. 2024 | 3 min read The Marketing Festival team has released Making a Marketer 2, a documentary featuring luminaries from the current marketing scene.

WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

29. 10. 2024 | 4 min read Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong

MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD

28. 10. 2024 | 1 min read Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 | 7 min read Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common?

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 | 5 min read Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase.

HOW DIFFERENT GENERATIONS WATCH TV

19. 10. 2024 | 5 min read Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you'd expect.

MIPJUNIOR: STREAMERS’ KIDS CONTENT ACQUISITIONS INCREASE AS COMMISSIONING PLUNGES – AMPERE ANALYSIS

18. 10. 2024 | 4 min read “In 2007 I watched the “X Files” on YouTube. That changed my consumer experience!” said analyst firm Ampere Analysis’s Research Manager Olivia Deane, invited to discuss audience’s shift in the last 20 years, structural adaptations and new business models in kids’ content at MipJunior’s opening session Oct. 18.

BABY BOOMERS SPEND HALF THEIR MEDIA TIME ONLINE

18. 10. 2024 | 3 min read People over 60 are gradually moving to digital content, but brands are not yet able to respond.

6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING

18. 10. 2024 | 7 min read It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, "America runs on Bulova time." In just 10 seconds, the world's first TV commercial airs, forever changing the advertising landscape.

HBBTV SYMPOSIUM 2024 TO FOCUS ON ADDRESSABLE ADVERTISING, IP TRANSITION AND AI IMPACT

16. 10. 2024 | 2 min read The HbbTV Association has given details of the conference programme of the HbbTV Symposium and Awards 2024.

EUROPE CONSULTS ON THE FUTURE OF TERRESTRIAL TV

10. 10. 2024 | 1 min read The Radio Spectrum Policy Group (RSPG) has launched a consultation on the future use of the 470-694 MHz (UHF) frequency band, which is crucial for television broadcasting as well as cultural and media services.

STUDY UK: IPA RESEARCH REVEALS HOW MUCH AVERAGE BRIT INTENDS TO SPEND THIS CHRISTMAS

8. 10. 2024 | 3 min read The average British consumer expects to spend almost £600 (£593.90) on core Christmas-related products and activity - including food, gifts, decorations, socialising and travelling - during the 2024 festive period. This is according to the IPA’s annual Christmas-focussed survey of 2,000 UK adults, carried out by Opinium.

THE GOLDEN DRUM FINAL IS MCCANN, LEO BURNETT AND MSL

7. 10. 2024 | 2 min read A dozen nominations were received by Czech agencies McCann Prague, Leo Burnett and MSL at this year's Golden Drum competition.