2024 MOVING IMAGE STUDY: STABLE HIGH LEVEL OF BROADCASTER CONTENT USAGE

23. 8. 2024 | 5 min read According to a recent study conducted by RTR Medien in cooperation with the TELETEST working group, broadcasters account for 77 per cent of the use of moving images. Companies offering streaming services and video services are not increasing their reach. The trend highlighted in the previous year’s study continues.

CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

22. 8. 2024 | 2 min read Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB.

TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT

15. 8. 2024 | 2 min read TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement.

STUDY USA: NEARLY 60M U.S. HOMES WATCHED THE OLYMPICS

12. 8. 2024 | 3 min read Household viewing of the Paris games was up 11% compared to the Tokyo games, Samba TV reported.

STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

10. 8. 2024 | 3 min read Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research.

THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

9. 8. 2024 | 4 min read This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times.

TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

9. 8. 2024 | 5 min read At the Screenforce Day conference in Zurich earlier this summer, Screenforce Switzerland presented a new study Die Welt der Screens, which focused on the analysis of the devices and channels that viewers in Switzerland use to consume video content. The conclusions of the study are clear. The most used device for watching all TV content is the big screen, with the mobile phone catching up in the news segment.

30TH ANNIVERSARY GOLDEN DRUM HAS PUBLISHED ITS PROGRAMME, ONLY A FEW DAYS LEFT FOR APPLICATIONS

9. 8. 2024 | 3 min read Marketing & Media will be in Portorož, Slovenia, again this year from 9-10 October as a media partner of the festival and will bring you the highlights of the event in a special edition. What can you look forward to in the programme?

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 | 2 min read Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the themes from the work, unearth what makes a campaign both creative and effective, and offer a behind-the-scenes view of the strategies that lead to winning in this category. Why the 2024 winners matter John Bizzell, WARC’s awards lead, explains that the 2024 Creative Effectiveness Lions jury set themselves a mission to “seek causality in every case” – with clear evidence that the campaign had directly caused business impact.

WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

7. 8. 2024 | 5 min read TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one.

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 | 4 min read Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1.

MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

3. 8. 2024 | 7 min read Screenforce Managing Director, Malte Hildebrandt, does not want to leave the interpretation of information to social media. In an interview with HORIZONT, he explains that the initiative of TV marketers in Germany, Austria, and Switzerland carries a great social responsibility on its shoulders.

WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

2. 8. 2024 | 6 min read Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising.

HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

1. 8. 2024 | 3 min read The proliferation of ad-supported subscription and free streaming video platforms is apparently resonating with viewers.

HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

1. 8. 2024 | 4 min read A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition?

VIEWING OF NON-ENGLISH LANGUAGE FILM AND TV UP 24% IN ENGLISH SPEAKING COUNTRIES SINCE 2020

30. 7. 2024 | 3 min read Viewers in English speaking countries—including the U.K., US, Australia and Canada—are viewing more non-English language film and TV shows in recent years, according to a new study from Ampere Analysis. Increase partly attributed to success of Korean film and TV shows.

FIVE TIMES MORE PEOPLE ARE STREAMING THIS YEAR’S OLYMPICS THAN THE FOLLOWING OLYMPICS

30. 7. 2024 | 2 min read American company Warner Bros. Discovery, which owns the streaming app Max and the Eurosport station, has released some data on viewership of the Summer Olympics. The biggest sporting event of the year helped it gain a record number of new subscribers in Europe.

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 | 5 min read As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market.