TV DRIVES BUSINESS OUTCOMES

30. 4. 2021 | 3 min read Global TV Group arms advertisers with latest TV effectiveness evidence from around the world. Research collection demonstrates how TV works in every market, for all customer objectives.

TV’S RENAISSANCE

28. 4. 2021 | 5 min read With a highly anticipated Enders report into TV advertising out this week, Bobi Carley looks at a linear medium firmly back on planning agendas

WHY TV ADS ARE STILL KING

27. 4. 2021 | 6 min read Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander.

HOW THE PANDEMIC ACCELERATED A TRANSFORMATION ACROSS CONNECTED TV

15. 4. 2021 | 5 min read Ad spend increased as brands gravitated to the space. While linear TV got pummeled by the Covid-19 pandemic in 2020, connected TV and direct-to-consumer players have been thriving over the past year.

WHAT AVOD’S GROWTH MEANS FOR MARKETERS IN SEARCH OF EVOLVING CONSUMERS

13. 4. 2021 | 7 min read As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

WHAT MARKETERS MUST CONSIDER BEFORE DIVING INTO ADVANCED TV

12. 4. 2021 | 5 min read With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and third-party data to effectively reach audiences. Advanced TV (ATV) offers the opportunity to do just that, providing marketers a brand-safe, person-targeted medium that is more measurable than traditional linear TV buys.

THE MOST EGG-CELLENT EASTER CAMPAIGNS

29. 3. 2021 | 5 min read It’s almost the hoppiest time of year (excuse the bad pun), and while we will be spending our long weekend enjoying lots of chocolate, Easter is also a significant retail event and an invaluable opportunity to give your marketing strategy an extra boost. This year, Australians are forecasted to spend $8.6 billion on holidays, chocolates, gifts and retail spending over the Easter period.

VIEWING COMES BACK TO THE LIVING ROOM

29. 3. 2021 | 3 min read In a clear indication of the lay of land in today’s TV industry, research from advertising technology platform provider FreeWheel has found that after a decade of change, and as people’s consumption of media has fragmented across devices over the past ten years, many have returned to the living room to watch connected TV (CTV).

AVOD WILL BE BIG, BUT WILL TAKE ITS TIME GETTING THERE

25. 3. 2021 | 5 min read Streaming is changing the world of TV viewing. But, unfortunately for the advertising world, the vast majority of this viewing is ad-free, since most of the largest and most dominant streaming services carry no ads -- Netflix, Amazon Prime, Disney+, HBO Max (though that is changing), Apple TV+ -- and the two larger services that do carry ads -- YouTube and Hulu -- carry very light ad loads.

ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

22. 3. 2021 | 6 min read It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as it is for online digital?

TRENDS OF THE MONTH: ROI, B2B AND NEXT GEN TV

19. 3. 2021 | 6 min read This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences. Half of brands achieve an ROI of $1.06, but the most effective can double this For every $1 spent on media, advertisers can expect an average sales return of $1.06, according to data from Nielsen. The most effective 25% of advertisers, however, can achieve a return on investment (ROI) of $2.09 – nearly double the average.

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

10. 3. 2021 | 2 min read In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published 'The link between creativity & effectiveness' (updated in 2011).

AVOD PLATFORMS FORECAST TO GROW TO $18 BILLION BY 2025

8. 3. 2021 | 2 min read Advertising video-on-demand platforms (AVOD)-- a subset of all connected TV -- are expected to see skyrocketing growth over the next four years, rising to $17.8 billion, according to MoffettNathanson Research.

ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025

22. 2. 2021 | 2 min read Advertising revenue of ad-supported online video services is expected to double by 2025. But the market is dominated by linear TV.

TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY

19. 2. 2021 | 4 min read "Our primary impediment to [advertising] growth at this point is the behavior of TV buyers."

2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV

18. 2. 2021 | 6 min read Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services.

DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD

2. 2. 2021 | 4 min read It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip.

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

17. 1. 2021 | 5 min read How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.