DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE

4. 10. 2019 | 5 min read Media buying has traditionally been about blending ingredients together for the perfect marketing mix. But with so many new channels and such fragmented audiences, this age-old recipe is rapidly becoming more difficult to follow. So, what’s to be done? The age of total video TV is complicated these days. In just one household, a family could be watching live TV, streaming, watching downloads and checking out highlights online – all at the same time. They might be using a second screen to chat with friends, play games or send emails too. And of course, this might all be happening on different devices, inside the house and on the go.

NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT

26. 9. 2019 | 4 min read Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer.

THE SCIENCE OF BRANDING: HOW BRANDS MAKE US “THINK DIFFERENT”

12. 9. 2019 | 4 min read Brand exposure could have a profound effect on our behavior.

TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME

16. 8. 2019 | 4 min read Just in case we needed more evidence of the central role that advanced TV is already beginning to play in the media ecosystem, this week’s announcement of the re-merger of CBS and Viacom underscored it, big-time. In years past, the news would have been totally dominated by the traditional measures of power: ViacomCBS is now #1 in TV audience, with a 22% share of total prime-time viewers, and boasts a combined $8 billion in national TV ad revenue.

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

31. 7. 2019 | 5 min read New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad.

TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV

15. 7. 2019 | 3 min read Content abounds on streaming services like Netflix, Hulu and Amazon Prime Video. But when viewers are faced with too many choices of what to watch, some end up tuning out.

EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION

12. 7. 2019 | 4 min read Results of an exclusive egta survey confirm top management's expectations for the industry.

TRADITIONAL TV IS NOT DEAD

11. 7. 2019 | 3 min read Manatt, Vorhaus Digital Strategy Study Reveals Traditional TV Is Not Dead Despite Continued Online Video Ascendance. Research uncovers surprising trends for the future of cord-cutting, SVOD and esports.

WHY EMOTIONS IN ADVERTISING ARE THE KEY TO SUCCESS

27. 6. 2019 | 1 min read xyz

EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING

28. 5. 2019 | 3 min read There were lots of interesting things to catch the eye in the Advertising Association/Warc annual adspend figures for 2018 – not least the rapid growth of Broadcaster VOD advertising, up 29% to £390m and forecast to grow at a similar rate for the next two years. Total TV investment was stable year on year at £5.1bn.

WHY IT’S TIME TO RE-EVALUATE TV PLANNING

20. 5. 2019 | 6 min read As BARB releases its latest Viewing Report, Wavemaker's Emma Moorhead discusses how new multiple-screen data is changing the way that agencies plan television.

TV ADS STILL MORE RELEVANT TO CONSUMERS THAN STREAMING VIDEO ADS

15. 5. 2019 | 3 min read Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV. What does this say about programmatic video ads?

TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

4. 4. 2019 | 3 min read People watching "social shows" like "Dancing with the Stars" or "The Bachelor" on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University's Kelley School of Business.

TARGETED BYRON SHARP, ANYONE?

1. 4. 2019 | 4 min read Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting.

THINKBOX’S LINDSEY CLAY BECOMES PRESIDENT OF THE GLOBAL TV GROUP

26. 3. 2019 | 3 min read Lindsey Clay, CEO of Thinkbox, has been appointed as the first President of the Global TV Group, the informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America.

UK: ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS

21. 3. 2019 | 2 min read Collectively, online businesses are the biggest category of advertisers on TV in the UK, accounting for almost 15% of total spending via this channel in 2018 and 40% more than the next biggest category which is food.

FOR TV, MEDIA TRADE GROUPS, GROWTH MEANS EXPANDING INTO COMPETING AREAS

14. 2. 2019 | 3 min read TV/media-based business trade groups need to keep growing in a disruptive world. And that can mean spillover, as they extend into sometimes competing professional disciplines.

IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT

4. 2. 2019 | 4 min read While addressable TV has been talked about in certain industry circles for some time, it seems the wider marketing industry has yet to truly appreciate its potential.