TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING

29. 9. 2020 | 3 min read A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents.

UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY

24. 9. 2020 | 6 min read Major new study reveals that media channels differ widely in their ability to communicate vital brand signals.

WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

23. 9. 2020 | 4 min read Comcast's ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they'll be more impactful when you distribute them on television services, as well.

ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT

17. 9. 2020 | 2 min read A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.

‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK

12. 8. 2020 | 6 min read In numerous "advertising attention" studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to be effective? On average around 50% of "time-on-screen" has no viewer attention paid at all. And no platform is immune. Here's everything you need to know - fast.

WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING

11. 8. 2020 | 4 min read No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to just 1% in 2010.

THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

5. 8. 2020 | 4 min read While our way of life in the UK seems miles away from the sunny shores of Spain, the vibrancy of Colombia or Santa’s Northern Lights in Finland, how the world watches its TV is remarkably similar. Despite local difference in video offerings and tech capabilities, the bottom line is that the world loves TV.

AN OPEN LETTER TO THE AD COMMUNITY FROM NIELSEN’S BRAD KELLY

27. 7. 2020 | 5 min read Toxic Behaviors in Advertising — and Your Business: What’s Your Threshold?

THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

24. 7. 2020 | 5 min read In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel providing the best way to build a brand at scale, with other digital channels giving a home to performance marketing.

REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS

22. 7. 2020 | 4 min read It’s the industry debate that simply won’t go away – the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet.

IN UNCERTAIN TIMES BE TV CERTAIN

21. 7. 2020 | 2 min read So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands.

EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

20. 7. 2020 | 2 min read European broadcasters are no longer playing catch up on first run video on demand content.

HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

10. 7. 2020 | 3 min read Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising.

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 | 3 min read What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two consecutive contacts within a short time period double unaided advertising recall. This applies to TV, YouTube and Facebook. Moreover, online video platforms benefit from the combination with TV. Two TV contacts have the highest impact across all indicators. Mixed contacts with TV have stronger impacts than two contacts on YouTube or Facebook. How video is perceived Advertising achieves the highest visual attention in lean-back mode. In lean-forward mode, users are less likely to pay attention to it and more frequently click or scroll away. TV watching takes place in a relaxed atmosphere. Advertising is part of the TV experience. Content and advertising achieve similar levels of activation and emotion. This facilitates advertising effectiveness. While using editorial content in leanforward mode, high levels of activation and emotionality are attained. With advertising, however, both these qualities fall off abruptly, which has an adverse effect on its processing. The level of activation also fluctuates strongly during content use. How video is seen The Deep Insights Study confirms the stable activation of viewers during TV usage. Many people use TV as a motivator when dealing with tiresome obligations, to watch big TV events with excitement, and as a reward and a way to relax in lean-back mode after their work is done. In these moods, those surveyed accepted TV advertising to a great extent. Advertising flows along with the program and is a learned and integral part of the TV experience. YouTube users are looking for everyday help or emotional relief. They want to find a quick explanation of how something works (tutorials) or they want to briefly escape their current situation, for instance by watching a funny video. They are looking for a cognitive or emotional shortcut. When viewers are taking a shortcut, advertising forces them to take a detour. In these usage states, YouTube users consider advertising to be disruptive. This reinforces the findings of the InHome Video Study, which showed an abrupt loss of activation as soon as advertising started. How video sells The experiment confirms the strong impact of video advertising. Both online video and TV have a considerable influence on recall. However, television has stronger branding effects. Both media increase the sales of the advertised products. Yet, the impact of television advertising is many times higher. This particularly applies to the launch product which was seeking large and diverse audiences.

PAUSE BUTTON ADVERTISING

8. 5. 2020 | 3 min read In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising.

TV ADVERTISING: INDUSTRY BOSSES DISCUSS THE MARKET’S FUTURE

28. 4. 2020 | 14 min read Mediatel's Steven Scaffardi speaks with key figures from the broadcast media world to discuss how they have dealt with the coronavirus crisis – and what comes next for commercial TV.

CO-VIEWING DURING COVID-19

28. 4. 2020 | 2 min read During CV-19, television has been delivering better value than ever before. The simple reason for this is co-viewing.

TV VIEWING IN THE UK UNDERGOES PROFOUND CHANGE

24. 4. 2020 | 3 min read The British Government ordered the UK to go into lockdown on March 23 and, after a month of self-isolation at home, a new study has revealed dramatic changes to TV viewing habits.