DIRECT-TO-CONSUMER BRANDS AROUND THE WORLD EMBRACE TV

28. 10. 2021 | 3 min read Booming online-born brands and online giants are placing their trust in TV.

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 | 5 min read Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic.

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

26. 10. 2021 | 5 min read 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.

CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

25. 10. 2021 | 2 min read 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.

UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 | 1 min read 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 yields greater results than social media or traditional TV when it comes to engagement. The UK angle The report (CTV is for Everyone: 2021) from sell-side advertising platform Magnite reveals that: • Two thirds (65%) of British CTV viewers pay more attention to an ad on CTV than when an ad is seen on social media (22%). • British CTV viewers are 54% more likely to share personal information to receive relevant advertising, while 57% think it is important that brands align with their values and opinions. • British parents are easier to reach with CTV, especially households with teens: 45% of households with teens watch mostly streamed content. • CTV reaches diverse audiences including purchase decision-makers (68%), gamers (89%, of which 28% watch CTV only), light TV viewers (65%) and those born outside of the UK (69%).

AD BUYER’S NOTIONS OF `TV’ CONVERGE

25. 10. 2021 | 2 min read 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

VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS

19. 10. 2021 | 2 min read A new VAB report features case studies from Hulu, NBCUniversal, ViacomCBS, AMC Networks, Spectrum Reach, iSpot and TVSquared showing how streaming drove successful campaigns

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 | 7 min read 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.

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 | 7 min read 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.

MEDIA HABITS ARE CHANGING RAPIDLY FOR YOUNG ADULTS, MAKING AD TARGETING MORE CHALLENGING

7. 10. 2021 | 7 min read 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.

HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT

3. 10. 2021 | 5 min read 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 and brand marketers are evolving as well.

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021 | 2 min read The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI).

VIEWERS SAY STREAMING IS A BETTER VALUE THAN CABLE

1. 10. 2021 | 2 min read 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

THE ASSOCIATION OF EUROPEAN COMMERCIAL TELEVISION (ACT) IS CHANGING ITS NAME.

24. 9. 2021 | 1 min read 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.

BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 | 5 min read 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 (private company valued at over $100 billion) – all thanks to high return-on-investment (ROI) memorably and measurably.

WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED

9. 9. 2021 | 4 min read 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 IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS

6. 9. 2021 | 4 min read 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.

ADVERTISERS ‘CAUGHT BY SURPRISE’ BY SEPTEMBER TV AD MARKET SURGE

2. 9. 2021 | 5 min read 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.