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AUSTRIAN RESEARCH: PANDEMIC BURDENS YOUNG PEOPLE AND SPOILS THE MOOD
8. 2. 2022 | 4 min read In January 2022, Marketagent together with DocLX carried out a survey among 2,500 young people aged 14-24 representing their age cohort. The ninth youth trends monitor includes comparative data for 2020 and shows changes in media usage.
REPORT: LINEAR BROADCASTING AND VOD TO COEXIST
4. 2. 2022 | 3 min read A report from Intertrust reveals broadcast TV will continue to be viable for the foreseeable future, despite the growth of streaming, and suggests the video industry will evolve to a hybrid approach, where linear broadcasting coexists alongside VoD content and live streaming.
CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)
3. 2. 2022 | 4 min read We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix?
VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK
27. 1. 2022 | 7 min read An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.
THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
23. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV advertising during the pandemic] so it was a great time to encourage new advertisers to TV.” New-to-TV advertisers was a key theme in a panel discussion that also spanned the transition to more connected TV and addressable TV, moderated by Thomas Bremond, GM International at the adtech pioneer FreeWheel.
SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV
22. 1. 2022 | 2 min read The position of streaming services is seemingly strong, but linear TV still reigns supreme, suggests Erika Luzsicza in her short essay.
THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE
18. 1. 2022 | 10 min read Creative and media are finally getting back together. Just not in the way we imagined it would.
ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS
17. 1. 2022 | 2 min read Advertiser Perceptions said 24% plan to spend more on linear TV
ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON
10. 1. 2022 | 11 min read What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.
THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
6. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month.
TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS
6. 1. 2022 | 3 min read TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data.
THE FUTURE OF CTV: IDENTITY, ENGAGEMENT AND AVOD
4. 1. 2022 | 7 min read Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV.
DIGITAL AD DOLLARS SHIFT TO CTV – AND OTHER 2022 PREDICTIONS
29. 12. 2021 | 7 min read This being prime predictions season, I thought we’d end 2021 with a few offered by executives at some of the ad-tech and measurement firms on the front lines. The comments have been edited for flow and length purposes.
CHRISTMAS AND TV: WHAT YOU NEED TO KNOW
21. 12. 2021 | 4 min read Christmas and TV go together like port and Stilton, turkey and stuffing, or a nut roast and disappointment.
WHICH MEDIUM WAS THE BIG WINNER IN 2021?
21. 12. 2021 | 10 min read Advertising has been recovering from the pandemic, but which channel bounced back quickest and biggest this year?
THE 2022 CEO PREDICTION LIST
16. 12. 2021 | 9 min read 2021 has been another unpredictable year as COVID-19 and constantly shifting lockdown restrictions have continued to wreak havoc on the world economy. For the advertising industry, there have also been twists and turns, from continued strength in the CTV sector, to Google delaying its scrapping of third-party cookies.