FIVE INNOVATIVE TRAVEL MARKETING CAMPAIGNS: ADS AND IDEAS THAT PUSHED THE BOUNDARIES

1. 5. 2024 | 5 min read What makes a great travel marketing campaign and how is that ‘greatness’ measured? Brand exposure? Definitely. Increase in bookings? Without a doubt. You don’t get there though without some degree of innovation – a fresh idea and powerful narrative that inspires and makes your brand stand apart. The five we’ve handpicked below demonstrate these elements in spades.

STUDY USA: LGBTQ CHARACTERS ARE DROPPING ACROSS BROADCAST, CABLE AND STREAMING NETWORKS

30. 4. 2024 | 3 min read LGBTQ characters are dropping across broadcast, cable and streaming networks

THE SIGNIFICANCE OF HBBTV FOR EUROPEAN PAY-TV OPERATORS

28. 4. 2024 | 5 min read In the rapidly evolving landscape of television and digital entertainment, European broadcasters are more and more using Hybrid Broadcast Broadband TV (HbbTV) to stay relevant and competitive. In fact, almost all retail TVs sold in Europe are HbbTV capable, and broadcasters are leveraging this to deliver enhanced content and improved monetisation across their viewer-base.

HOW LONG DO THE PROFITS FROM ADVERTISING TAKE TO MATERIALISE?

24. 4. 2024 | 3 min read Advertising has an average short-term profit ROI of £1.87 per pound invested which increases to £4.11 when sustained effects are included; a major new study concludes that 58% of advertising’s total profit generation happens after the first 13 weeks. Context Profit Ability 2: the new business case for advertising*, commissioned by TV industry body Thinkbox, is an update and expansion on a similar 2017 study, which found that TV ads drove 71% of advertising-generated profit.

HBBTV SYMPOSIUM AND AWARDS 2024: CALL FOR SPONSORS

17. 4. 2024 | 4 min read The 12th HbbTV Symposium and Awards on 14th-15th November 2024 in London, UK will provide a unique platform to target top-level executives of the global connected TV industry with commercial and promotional activities. The HbbTV Association, which co-hosts the event with Everyone TV (BBC/ITV/Channel 4/Channel 5), has compiled several attractive sponsorship packages.

TRENDS IN THE COMPLEX TV ADVERTISING ECOSYSTEM IN THE USA AND EUROPE BASED ON THE ALTMAN SOLON STUDY

12. 4. 2024 | 6 min read The findings of Altman Solon's 2023 analysis show that 69% of distributors in Europe (pay TV, traditional broadcasters, streaming platforms) prefer to invest in cross-platform measurement tools, marketers increasingly rely on in-house creative development and media buying, and ad agencies consider impressions and impressions as the most important metric for success when buying TV advertising. Daniel Weinbaum shared key findings from the study in a webinar called Total Advertising Trends with Altman Solon in late February.

HBBTV: BREATHING LIFE TO BROADCAST TV

1. 4. 2024 | 8 min read In today’s rapidly evolving world of television, viewers are no longer limited to passive consumption of content. They expect an interactive, personalized, and engaging experience that seamlessly blends traditional broadcast with the possibilities of the internet. This is where HbbTV, or “Hybrid Broadcast Broadband TV”, comes into play. For broadcasters and operators, HbbTV gives a great opportunity to monetize existing linear TV capacity with targeted and addressable advertising. The technology is mature and well-tested, and ready for deployment. What is HbbTV? Hybrid Broadcast Broadband TV (HbbTV) is a global initiative that seamlessly integrates traditional TV broadcasts with internet content on connected TVs and over-the-top (OTT) devices like set-top boxes and streaming dongles. It’s a convergence of various technologies including internet data transmission, television broadcasting, and teletext. HbbTV supports interactive features, allowing users to access information on demand. It offers a range of content from standard broadcast TV to IPTV services and supports various forms of digital television content.

SURVEY: CTV IS MOST EFFECTIVE DIGITAL AD CHANNEL

31. 3. 2024 | 2 min read A new survey of marketers has found that advertisers view CTV advertising is the most effective digital channel in their media mix and that 23.6% plan to increase their spending on connected TV (CTV) campaigns in 2024, according to a new study from tvScientific.

STUDY UK: BRITS STICK WITH LIVE TV, FOR NOW

30. 3. 2024 | 2 min read Media habits are changing but nearly two-thirds (64%) of Britons’ TV viewing time remains spent on live TV, with online streaming (36%) some way behind, according to a new study.

REGULATION BUILDS TRUST IN ADVERTISING

29. 3. 2024 | 2 min read When people are aware that advertising is regulated, they are more likely to trust and have favourable views towards the industry generally, as well as displaying higher levels of trust across individual media channels.

HALF OF STREAMING USERS DON’T KNOW WHICH SERVICE THEIR FAVORITE SHOW IS ON

28. 3. 2024 | 3 min read A new study by hub Entertainment Research has found that about half of streaming users do not know which service has popular franchise shows — and licensing is to blame. About the same percentage of TV viewers say they could not explain what Apple TV+ is to another person.

SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING

27. 3. 2024 | 3 min read DirecTV survey found that 84% watch live sports with friends and family.

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024 | 3 min read Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them.

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024 | 4 min read Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away from TV advertising would be crazy to do so,” writes Field.

TV TUNES IN TO SUSTAINABLE ADVERTISING

26. 3. 2024 | 8 min read This month saw the release of a new book aimed at guiding industry efforts on sustainability. ‘Sustainable Advertising: How Advertising Can Support a Better Future’, written by Matt Bourn, Director of Communications at the Advertising Association and Ad Net Zero, and Sebastian Munden, Chair of Ad Net Zero, lays out a manifesto for how advertising can help build a sustainable economy, and identifies some of the companies helping the industry make progress towards net zero emissions.

WARC REVEALS THE MOST EFFECTIVE CAMPAIGNS

24. 3. 2024 | 3 min read The top campaign of last year is the Shah Rukh Khan-My-Ad project, according to successes in effectiveness competitions tracked by WARC. Who else succeeded?

HBBTV ASSOCIATION ANNOUNCES DATE OF HBBTV SYMPOSIUM AND AWARDS 2024

21. 3. 2024 | 4 min read The 12th HbbTV Symposium and Awards will take place on 14th-15th November, 2024 in London, UK. This was announced today by the HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services through broadcast and broadband networks for connected TV sets and set-top boxes.

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024 | 4 min read Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned.