CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022 | 5 min read Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions

HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS

10. 3. 2022 | 5 min read Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance.

SMART TVS BECOME DEFAULT PLATFORM FOR VIEWING STREAMED CONTENT

10. 3. 2022 | 2 min read A new Parks Associates white paper finds that more than half of U.S. broadband homes own smart TVs

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

8. 3. 2022 | 7 min read Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago.

ARE QR CODES THE KEY TO SHOPPABLE TV?

7. 3. 2022 | 2 min read Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide.

5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

7. 3. 2022 | 10 min read We list the best digital marketing campaigns to help you find your next great marketing idea.

IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER

3. 3. 2022 | 5 min read After promoting masks and social distancing, advertising creative is officially moving on.

STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO

2. 3. 2022 | 3 min read Even though the media lifestyles of Gen Z, a generation that has never known a world without internet, are dominated by social media and music streaming, this diverse audience of streamers view long-form TV content with as much frequency as short-form video content according to a study from Horowitz Research.

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022 | 7 min read We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.

SCREENFORCE GERMANY’S MARTIN KRAPF BECOMES PRESIDENT OF THE GLOBAL TV GROUP

1. 3. 2022 | 2 min read Martin Krapf, Non-Executive Board member of Screenforce Germany, has been appointed as the new President of the Global TV Group, the grouping of TV broadcasters and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America.

WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN

28. 2. 2022 | 5 min read CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in symbiosis.

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 | 6 min read Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency.

MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD

23. 2. 2022 | 6 min read The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences.

GLOBAL SVOD SUBSCRIPTIONS TO REACH 1.75 BILLION IN 2027

22. 2. 2022 | 2 min read Global SVoD subscriptions will reach 1.75 billion by 2027, Digital TV Research has found. Netflix, Disney Plus and Amazon Prime Video will account for half of total.

RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING

18. 2. 2022 | 3 min read Magnite, the independent omnichannel sell-side advertising platform’s study, CTV Live Streaming: TV’s Next Big Moment, finds broad adoption of live streaming TV among CTV viewers across all age groups.

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 | 3 min read Consumers are increasingly demanding a sustainable dimension and clear values from brands.

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 | 4 min read 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

TOP SUPER BOWL ADS: 2016-2021

13. 2. 2022 | 2 min read Nothing says Super Bowl like telling people to zip it because there's finally a break in the game