HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen. Nobody was prepared for what hit the world last year. Business thus had to adapt fundamentally. Financial uncertainty and unclear future taught businesses when and where changes should… Continue reading HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS? Více informací



CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose. Effectiveness expert and consultant Peter Field has called for an end to the “vitriolic” criticism piled on brand purpose by some industry commentators and practitioners, having found… Continue reading CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD Více informací



MEDIA HABITS ARE CHANGING RAPIDLY FOR YOUNG ADULTS, MAKING AD TARGETING MORE CHALLENGING

7. 10. 2021 Media habits have undergone a sweeping change driven by streaming content and other digital media platforms, especially among younger age groups. As media continues to fragment, developing a successful strategy is becoming a more challenging task with each passing year. Despite the fragmentation and the challenge of reaching young adults, many advertisers continue to market to this demographic,… Continue reading MEDIA HABITS ARE CHANGING RAPIDLY FOR YOUNG ADULTS, MAKING AD TARGETING MORE CHALLENGING Více informací



HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT

3. 10. 2021 Connected TV has become central to the story of marketing innovation. In 2021, the rise of this advertising channel has been marked by a surge of online audiences and a revolution in how performance and actionable engagement have become synonymous with CTV campaigns. As those elements come to the fore, the dynamics between performance marketers… Continue reading HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT Více informací



RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021 The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI). As a fresh financial year begins, marketers, now more than ever, are working to ensure they are dedicating their campaign budgets to the right channels to deliver strong sales growth. The latest edition of the Payback Series, an… Continue reading RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI Více informací



VIEWERS SAY STREAMING IS A BETTER VALUE THAN CABLE

1. 10. 2021 New research from Criteo found that 69% of consumers felt that streaming was a better value for their money than cable TV; 64% said the content was more entertaining PARIS, France—New research from Criteo offers a host of new data points highlighting the growing importance of streaming in consumers’ lives, with survey results showing increased viewing time… Continue reading VIEWERS SAY STREAMING IS A BETTER VALUE THAN CABLE Více informací



THE ASSOCIATION OF EUROPEAN COMMERCIAL TELEVISION (ACT) IS CHANGING ITS NAME.

24. 9. 2021 Grégoire Polad, CEO of ACT, has announced the new official name of the association: the Association of Commercial Television and Video on Demand Services in Europe. The addition of Video on Demand (VOD) to the Association’s name reflects the leadership and centrality of ACT’s membership as VOD service providers; while maintaining a continued link to… Continue reading THE ASSOCIATION OF EUROPEAN COMMERCIAL TELEVISION (ACT) IS CHANGING ITS NAME. Více informací



BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 It’s easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns… Continue reading BRAND RESPONSE TV – MORE FOR LESS? Více informací



WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED

9. 9. 2021 Cara Lewis, executive vice-president, head of US media investment at Dentsu, talks us through the big steps TV ad buying has seen in recent years. She discusses how to enter the medium in a more data-driven era. When I started buying TV commercials, cable networks were still progressing, and the internet was just a destination… Continue reading WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED Více informací



WHEN IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS

6. 9. 2021 The explosion of consumer choices in the video universe may not have changed things as much as you think. From a brands-eye view, the options for effective video advertising are quite simple. Kim Portrate explains. There’s only one word to describe today’s video universe and that is vast. There’s 10 Play to 9Now, 7plus, Kayo, Foxtel… Continue reading WHEN IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS Více informací



ADVERTISERS ‘CAUGHT BY SURPRISE’ BY SEPTEMBER TV AD MARKET SURGE

2. 9. 2021 The TV ad market is surging in September as strong demand and shorter booking deadlines are set to push revenues up by as much as 25% compared with the same month a year ago and about 20% compared with pre-pandemic levels in 2019. Industry sources told Campaign that Channel 4 is on course to be up as… Continue reading ADVERTISERS ‘CAUGHT BY SURPRISE’ BY SEPTEMBER TV AD MARKET SURGE Více informací



IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC

23. 8. 2021 Australia’s direct-to-consumer (DTC) brands are capitalising on Australia and New Zealand’s ecommerce growth – the highest across the globe at +107% in Q3 2020 – to expand their market presence. And they’re using TV to do it. Accustomed to impression-based measurement and data-driven insights, DTCs came to TV with high expectations. Their approach changed the… Continue reading IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC Více informací



RESEARCH: 6 IN 10 US HOMES AVOD VIEWERS

19. 8. 2021 According to research firm TDG, six-in-ten connected-TV households now watch a free ad-supported streaming service on television. YouTube remains the dominant free VoD provider, with free ad-supported streaming TV services (FASTs) such as Pluto TV and IMDb seeing growing audiences. “Clearly the effects of work-from-home and lack of traditional leisure options during the pandemic accelerated consumer… Continue reading RESEARCH: 6 IN 10 US HOMES AVOD VIEWERS Více informací



TV ADS INSPIRE INVESTMENT INTEREST

11. 8. 2021 Stock trading volumes in the United States have soared over the last year and much of it seems to be driven by retail investors. With thousands of stocks to choose from, what factors influence investors’ decisions? In a new Cornell study, published Aug. 10 in Management Science, researchers show that advertising is one of the most noteworthy influences… Continue reading TV ADS INSPIRE INVESTMENT INTEREST Více informací



OLDER VIEWERS ARE FASTEST GROWING AVOD SEGMENT

10. 8. 2021 Ad-supported streaming services need to ramp up originals to attract younger, more affluent audiences, new research from Ampere Analysis suggests LONDON—New research from Ampere Analysis shows that advertising supported streaming services continue to be the fastest growing streaming category, with a quarter of US Internet users now relying on a mix of Advertising-funded Video on… Continue reading OLDER VIEWERS ARE FASTEST GROWING AVOD SEGMENT Více informací



LINEAR TV CONSUMPTION REMAINS ABOVE PRE-PANDEMIC LEVELS

9. 8. 2021 An overview of linear TV consumption and daily reach in Australia, Germany, the United Kingdom and the United States in Q2 2021 shows, that linear TV consumption is up by 74% in the United Kingdom from Q2 2019 levels, with Germany seeing the smallest increase at a still substantial 28%. Více informací



ADDRESSABLE TV EVERYWHERE

6. 8. 2021 Why broadcasters should enable ATV products across all touchpoints in a challenging and fragmented TV landscape. Local European broadcasters are facing ever-increasing competition and severe disruption in a number of areas. Most significantly, they are competing with global digital giants on their home turf within their core business — the TV advertising ecosystem. Furthermore, rapidly changing… Continue reading ADDRESSABLE TV EVERYWHERE Více informací



DISRUPTIVE PANDEMIC TV TRENDS CONTINUE

5. 8. 2021 More consumers are viewing films at home rather than going to the theater, according to new research from the Hub BOSTON, Mass.—New survey data from June 2021 shows that a variety of disruptive trends in video that took hold during the pandemic are continuing, with consumers reporting that they are more likely to pay to watch… Continue reading DISRUPTIVE PANDEMIC TV TRENDS CONTINUE Více informací