DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
2. 2. 2021 It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip. The latest IPA Bellwether report shows that businesses are cutting marketing budgets as a direct consequence of Covid-19 and Brexit. One could argue it’s an understandable response in the… Continue reading DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it – you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion… Continue reading WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
11. 1. 2021 As potential consumers, we are exposed to several thousand advertising messages every day. Some of them try to appeal to our reason, others to our emotions. In any case, the aim of advertising is to sell and build brand awareness. Psychologist Jan Urban explains which type of advertising is more effective and why. The answer… Continue reading WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
WHAT WILL TV LOOK LIKE IN 2021?
6. 1. 2021 In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021? It’s impossible to look forward at the state of the media and entertainment media industry without taking a glance backward at the past year. And that view is one littered with debris: shutdowns, layoffs, regulatory… Continue reading WHAT WILL TV LOOK LIKE IN 2021?
ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
1. 1. 2021 Editor’s Note: Enjoy this special encore post, which was one of our readers’ favorites in 2020 and which was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of… Continue reading ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
24. 12. 2020 Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal. The past year has been a bruising one for the television industry. Covid-19’s rapid descent on the globe turned off TV’s programming spigots, leading to a drought in advertising revenue. Consumers stuck at home continued to cord-cut or otherwise move over to… Continue reading TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
7. 12. 2020 John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change. Mark Twain, Blaise Pascal, Winston Churchill, Dostoevsky – just a few of those who have been credited with variants of the phrase, “sorry for the long letter, I didn’t have time to make… Continue reading ‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
7. 12. 2020 By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or… Continue reading FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
3. 12. 2020 TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery. “It could have been worse.” That’s the verdict of advertising giant GroupM in newly published research about the… Continue reading ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING
18. 11. 2020 Global figures continue to highlight how the power of television advertising remains resilient. ‘The Global TV Deck’ features figures from 26 countries; a sample with the figures featured below is available to download for free here. It is designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights. Major… Continue reading WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING
HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING
6. 11. 2020 During the first coronavirus lockdown, the consumption of television and online streaming content soared. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the month of April – a year-on-year rise of almost a third. The average UK… Continue reading HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING
WHAT IS THE FUTURE OF TELEVISION ADVERTISING?
19. 10. 2020 As the screen-watching landscape continues to change and viewing habits switch, can television – and therefore television advertising – hold its own? The Moon Unit examine the future of ‘the hearth of the 20th century’. Television is finally on its way out, and television advertising along with it. Or so they say. Truth is, that… Continue reading WHAT IS THE FUTURE OF TELEVISION ADVERTISING?
TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING
29. 9. 2020 A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents. Thinking Inside the Box was commissioned by addressable TV finder Finecast, in collaboration with research specialists… Continue reading TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING
UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY
24. 9. 2020 Major new study reveals that media channels differ widely in their ability to communicate vital brand signals. • TV consistently delivered the strongest signals across all categories and audiences • Social media and video sharing sites performed significantly below average • Advertising on TV will deliver double the perceived level of quality & popularity than… Continue reading UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY
WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE
23. 9. 2020 Comcast’s ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they’ll be more impactful when you distribute them on television services, as well. That’s the big takeaway of “Digital Loves TV,” a study of consumer behavior from… Continue reading WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE
ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT
17. 9. 2020 A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said. Accurate cross-media measurement has been a long-standing challenge within the industry, and the WFA has teamed up with global advertisers… Continue reading ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT
‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK
12. 8. 2020 In numerous “advertising attention” studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to… Continue reading ‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK
WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING
11. 8. 2020 No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to… Continue reading WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING
