CHASM BETWEEN INDUSTRY’S VIEW OF MEDIA HABITS AND REALITY SHRINKING, STUDY FINDS

12. 10. 2022 | 9 min read While the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation.

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 | 4 min read 4 strategies that can improve brand relationships and increase ROI

BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING

10. 10. 2022 | 5 min read When the internet started entering large numbers of American homes in the mid-1990s, predictions of the inevitable demise of television began almost immediately. By 2010, when the US pay TV industry recorded its first ever decline in subscribers, those pronouncements became more dire than ever. But time and data have repeatedly shown us that reports of TV’s death have been greatly exaggerated.

GLOBAL AD TRENDS: GEN Z SPENDS MORE THAN TWO THIRDS OF MEDIA TIME ONLINE

9. 10. 2022 | 2 min read A new analysis by WARC has found that Generation Z (16-24-year olds) spends more time online than any other group with 67.7% of their media time spent online – though social is incredibly important, the new report identifies an extremely valuable opportunity in audio. Why it matters While age isn’t the only factor determining consumer behaviour, WARC’s analysis indicates that the year somebody was born remains a useful indicator of their channel and platform preferences.

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

6. 10. 2022 | 5 min read How to make TV’s cross-platform incremental reach work for your brand?

COMBINED CTV VIDEO AD BUYING WITH LINEAR NOW ‘ALMOST UNIVERSAL’

6. 10. 2022 | 2 min read Combining CTV/over-the-top (OTT) video ad buys with either linear TV campaigns or digital video campaigns is almost universal, according to research by ad software vendor PubMatic.

REPORT: CTV GROWTH SEES IT ACHIEVE SERIOUS REACH AS SPEND GROWS

30. 9. 2022 | 2 min read With some of the biggest advertising stories this year involving major streamers introducing advertising, a new report puts numbers behind that optimism. Why it matters Connected TV is going mainstream – and this report indicates a much larger reach than we last reported.

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 | 6 min read With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022 | 2 min read Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video.

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

26. 9. 2022 | 5 min read How to make TV’s cross-platform incremental reach work for your brand?

ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

24. 9. 2022 | 5 min read New study examines how adland’s perceptions of media consumption have changed.

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022 | 4 min read Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time.

‘WATCHING’ ACCOUNTS FOR THE LARGEST SHARE OF MEDIA TIME

23. 9. 2022 | 1 min read IPA TouchPoints offers great insights into today’s media consumption. The data is drawn from a representative sample of over 6,000 adults aged 15+ living in Great Britain. Each person keeps a diary via their mobile phone, detailing their activities every half an hour for a week.

MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

21. 9. 2022 | 5 min read Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard.

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022 | 4 min read Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability.

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022 | 11 min read Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what advertising on linear TV is ideal for. „In the marketing business today, it's like driving cars backwards. We're constantly figuring out how we can use data and technology to make changes. Because everything is supposedly always changing, today's customer is not the same as yesterday’s,“ says Wiemer Snijders, author of Eat Your Greens and a representative of so-called evidence-based marketing.

STREAMING AUDIENCES DON’T SEE A NEED FOR LOYALTY

15. 9. 2022 | 2 min read The Future. The film and TV streaming market is only getting tougher as audiences get in the habit of signing up, watching a show, and then canceling once they’re done. Platforms may need to use every tool in their arsenal to keep people hooked for another month, including dropping the binge model, offering titles from a variety of genres, and maybe even creating a rewards program for long-haulers. Penny programming WSJ reports that month-to-month churn is becoming a normal part of the streaming age.

STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

15. 9. 2022 | 2 min read Advanced video ad creative in connected TVs delivers higher performance than interactive video on mobile and PC according to Innovid.