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.

LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

8. 3. 2021 | 4 min read When we talk about the potential demise of traditional linear TV, we’re talking about the potential demise of cable and broadcast delivery of linear TV, not linear TV itself.

THE FUTURE ISN’T CONNECTED TV, IT’S CONNECTING TV

3. 3. 2021 | 7 min read Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans. TV is not going anywhere, it’s going everywhere TV has come a long way since the very first commercial was aired over 80 years ago. It has innovated dramatically to create some of the most attention-commanding audience viewing experiences available to advertisers – whether we consider the quality of programming content offered, the different screens, devices and platforms where that content is available for consumption, or the emerging forms of data-fuelled, technology enabled addressability.

TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

25. 2. 2021 | 4 min read If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts what they’ll do in the future. If you wait to survey them (attitudinal research) or to see if they buy from you (attribution), then the signal will be either too weak or too late to help you.

TV RATING WAS GROWING IN ALL CENTRAL EUROPEAN COUNTRIES LAST YEAR

25. 2. 2021 | 3 min read Hungarians spend most of their time before the TV screen out of all viewers in Central Europe, the highest increase in the rating was seen in the Czech Republic and Slovakia.

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."

BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

19. 2. 2021 | 2 min read Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics -- as well as some eye-opening fraud issues -- CTV advertising dollars are estimated to rise to $11 billion.

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.

SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING

15. 2. 2021 | 5 min read In the third and last issue of the series on TV market development, we will focus on how companies including e-commerce businesses use TV advertising for long-term brand building. In the following years, TV will face a number of issues - its VOD services and the introduction of addressable advertising.

TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR

7. 2. 2021 | 2 min read The average daily time spent watching TV increased to nearly four hours last year; time-shifted viewing doubled year on year.

NOVA, SEZNAM AND PRIMA ARE THE STRONGEST CZECH MEDIA BY SALES

3. 2. 2021 | 4 min read We have prepared a ranking of the top media on the Czech market in terms of turnover based on sales in 2019.

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.

IF YOU CAN RELAX WELL IN YOUR OFFICE, YOU CAN WORK BETTER. HAVE A LOOK

27. 1. 2021 | 5 min read In some professions you can work from home. This is the case of most people involved in TV or radio broadcasting. And it applies to the Prima group, which has a great advantage - its new offices in the Vinice renovated office building.

WOLDE: TOTAL VIDEO WINS, LIVE TV HAS THE LARGEST SHARE

19. 1. 2021 | 3 min read There is no division between online and broadcast TV video; platforms support each other and the so-called total video wins today, says Štěpán Wolde.