WHY FMCG BRANDS NEED TO LOOK BEYOND LINEAR TV FOR BUSINESS SUCCESS

26. 10. 2021 For the fast-moving consumer goods industry, or FMCGs as it is known, the goal has long been to achieve widespread brand awareness and, perhaps most importantly, brand loyalty. Take brand-name pain relievers. Many consumers buy some sort of over-the-counter painkiller, and there’s a reason why they are willing to pay more for a brand name… Continue reading WHY FMCG BRANDS NEED TO LOOK BEYOND LINEAR TV FOR BUSINESS SUCCESS

CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

25. 10. 2021 Modern connected TV viewers are more representative of the U.S. population than viewers of traditional TV platforms, according to a new survey from Magnite, a sell-side media platform. “CTV reaches a balanced mix of age groups, matching the national profile. Traditional TV is much more heavily weighted toward baby boomers,” the authors of the study say. For example,… Continue reading CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals. Why it matters With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV… Continue reading UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

AD BUYER’S NOTIONS OF `TV’ CONVERGE

25. 10. 2021 Three quarters of all media buyers say TV is now defined as both linear and streaming platforms; 70% say TV should be sold in the basis of impressions, according to TVSquared NEW YORK & EDINBURGH, Scotland—A recent survey of media buyers in the U.S., the UK, German and Australia found that buyers are taking a… Continue reading AD BUYER’S NOTIONS OF `TV’ CONVERGE

VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS

19. 10. 2021 A new VAB report features case studies from Hulu, NBCUniversal, ViacomCBS, AMC Networks, Spectrum Reach, iSpot and TVSquared showing how streaming drove successful campaigns NEW YORK—With consumer usage of ad-supported streaming platforms seeing rapid growth the Video Advertising Bureau (VAB) has released a new report with 23 case studies documenting the power of video streaming… Continue reading VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS

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?

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

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

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

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

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

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.

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?

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

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

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

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

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