WILL SELF-SERVE GET SMALL ADVERTISERS TO EMBRACE TV? (WOLK)

21. 1. 2024 | 5 min read The television industry has come to realize that there are millions of small companies that could be running television commercials but are not.

SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS

20. 1. 2024 | 3 min read Three in five also wish they could see store/brand inventory on their TV, according to LG Ad solutions.

SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

17. 1. 2024 | 4 min read Second-screening is “consistently beneficial” to TV ad response rates, new research has found.

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 | 5 min read TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024 | 1 min read Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality.

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

15. 1. 2024 | 3 min read DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab.

STUDY: RECORD SPEND EXPECTED FROM US POLITICAL ADVERTISERS

7. 1. 2024 | 6 min read Samba TV, a provider of TV technology for audience data and omniscreen measurement, has released its Guide to Political Advertising: 2024 Report, detailing proprietary Samba TV data and study results as part of a survey conducted with global research firm HarrisX.

SURVEY USA: MAJORITY OF VIEWERS WOULD SWITCH TO AD-SUPPORTED STREAMING TO SAVE $5 A MONTH

5. 1. 2024 | 3 min read More consumers who were previously intolerant toward ads are coming around to ad-supported services to save money.

WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

30. 12. 2023 | 4 min read Despite the rise of streaming services and CTV, traditional television is still prevalent.

THE FUTURE OF TV: RE-SHAPED, RE-DEFINED, AND STILL RELEVANT

30. 12. 2023 | 6 min read Industry leaders explore the future of television.

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 | 5 min read From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year.

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023 | 3 min read Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1.

MAXIMUM MOUSE MAGIC: DISNEY’S 5-STAR CENTENARY

26. 12. 2023 | 3 min read When it comes to distinctive assets, there has never been a company like Disney. When the entertainment behemoth brings the full might of its library of characters, movies and franchise brands to bear, the effect is overwhelming.

CHRISTMAS 2023: WATCH ALL OF THE LATEST ADS

22. 12. 2023 | 5 min read Welcome to The Drum’s Christmas campaign round-up for 2023. Here, you’ll be able to watch and review all the best ads from around the world.

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

22. 12. 2023 | 4 min read Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research.

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

21. 12. 2023 | 5 min read Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider.

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

20. 12. 2023 | 3 min read System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62% on two-second brand recognition (Fluency), which measures the strength and speed of brand recognition, compared to 30% for OOH ads that didn’t align with TV creative. This is significant given the average attention time for OOH is two seconds.

MILLENNIALS ARE THE KEY AUDIENCE FOR AD-SUPPORTED STREAMING, SAMBA TV SAYS

20. 12. 2023 | 3 min read About 68% of millennials surveyed by the analytics firm said they have an ad-supported streaming subscription – more than any other generation.