IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

17. 6. 2022 | 5 min read As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need it Now, Have it Now’ world. From Getir delivering groceries in just minutes, to on-demand manicures in the home with a click, the list is endless. And broadcasters also understand that we struggle to wait or limit our exposure - which is why between them, Channel 4, ITV, Sky, and the BBC now host hundreds upon hundreds of box sets ready to stream. But instant novelty doesn’t always work for everyone Indeed, inspired by TV and cinema, an increasing number of brands find themselves commissioning film-quality episodic branded content as part of their marketing activity. This mode of content has now become the norm, particularly when you look at the alcohol category, such as Stella, Fosters and Estrella.

TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

16. 6. 2022 | 5 min read The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.

WHY DO CZECHS WATCH MORE TV? LAST YEAR IT WAS FOUR HOURS A DAY

15. 6. 2022 | 5 min read Even the massive rise of social media and streaming services has not deterred Czech viewers from watching classic linear TV channels. What's more, their viewership is continuously growing to last year's record of four hours a day (four hours and two minutes, to be precise). This, incidentally, is 48 minutes a day more than in 2007, as pointed out by Nielsen Admosphere, which provides electronic measurement of TV viewership for the Association of Television Organizations (ATO).

A SIGNIFICANT MAJORITY OF CZECHS WATCH SERIES ON THE INTERNET IN CZECH

13. 6. 2022 | 3 min read Up to 75% of the Czech online population prefers to watch series in Czech on the internet, while only 16% prefer to watch them with Czech subtitles, according to new data from Nielsen Admosphere's Video on the Internet study.

REPORT USA: THE OPTIMAL TV/STREAMING AD BALANCE

10. 6. 2022 | 3 min read The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser, recommends that advertisers allocate 20 per cent to 30 per cent of their premium video budget towards streaming, and the rest to traditional TV.

BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS

9. 6. 2022 | 3 min read According to the head of the Ehrenberg-Bass Institute, brands complicate their situation when they can't draw on their own data and base marketing on impressions.

PRE ENTERS TV FOR THE FIRST TIME WITH A CAMPAIGN

9. 6. 2022 | 2 min read In its first ever TV campaign, Pražská energetika is betting on a fairy tale story.

PRIMA IS FILMING A NEW CENTRAL SERIES DOBRÉ ZPRÁVY FROM THE TV ENVIRONMENT

7. 6. 2022 | 2 min read Prima TV has started filming its new central series, this time situating it in a TV broadcasting environment.

STUDY USA: NEARLY HALF OF ADULTS WATCH VIDEO ON A CONNECTED TV EACH DAY

6. 6. 2022 | 3 min read 87% of U.S. TV households have at least one connected TV device according to LRG.

VOYO NOT PLANNING TO JOIN A PRICE WAR OR INTRODUCE ADS

3. 6. 2022 | 5 min read Paid video service Voyo will not participate in a price war with foreign VOD services, neither does it plan to introduce ads. It was announced at the Digimedia conference.

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022 | 3 min read Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one.

STUDY EU: CTV VIEWERS EMBRACE AD-SUPPORTED PLATFORMS

3. 6. 2022 | 2 min read Connected television (CTV) viewers in six European countries – including France, Germany and the UK – use an average of 3.5 streaming platforms, with over a third utilizing ad-supported services.

CZECHS WANT BOTH TV AND STREAMING SERVICES

2. 6. 2022 | 4 min read Linear broadcasting is still the most desired platform, agreed experts at the seventeenth annual Digimedia conference. The growing popularity of time-shifted viewing and streaming services, which still have great potential in the local market, was also confirmed.

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

2. 6. 2022 | 5 min read While they aren't a new phenomenon, Coinbase's SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company's app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments: the living room.

THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY

1. 6. 2022 | 15 min read Czechs are not the only ones discovering the TV world behind the red button. HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today. It is popular with TV stations, viewers and advertisers all over the world - demand from all parties is rising and the already wide range of options is expanding accordingly. It is because HbbTV combines the biggest advantages of TV and the internet: a wealth of quality content intended for the big screen and unlimited access in terms of space and time. What are the opportunities hidden behind the red button?

NEW SVOD DATA: NETFLIX, HBO MAX AND VOYO ARE USED THE MOST

1. 6. 2022 | 3 min read The number of SVOD users in the Czech Republic is growing. The top three services on the local market are Netflix, HBO Max and Voyo.

CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022 | 3 min read A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey.

TV DRIVES SEARCH UPLIFT

1. 6. 2022 | 1 min read The latest Chart of the Month shows the strong relationship between TV exposures and search volume.