RESEARCH: TV HELPS LEGITIMISE YOUNGER BRANDS

20. 11. 2020 | 3 min read Effectv, the advertising sales division of Comcast Cable, in partnership with industry body VAB, has released a new report, The Halo Effect: TV as a Growth Engine, which analyses TV’s influence on businesses’ ability to drive financial outcomes and growth by life stage. The analysis found that both direct-to-consumer (DTC) and non-DTC brands across all life stages see measurable results from TV advertising across the board.

WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING

18. 11. 2020 | 5 min read Global figures continue to highlight how the power of television advertising remains resilient.

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

6. 11. 2020 | 8 min read During the first coronavirus lockdown, the consumption of television and online streaming content soared.

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 | 9 min read As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? The Moon Unit examine the future of 'the hearth of the 20th century'.

ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE

9. 10. 2020 | 3 min read A lockdown fuelled television boom has brought an unprecedented boost to TV ad exposure according to the Advertising Standards Authority (ASA). The regulators figures – sourced from the Broadcasters Audience Research Board (BARB) – reflect the rapid evolution of advertising and advertisers to respond to our needs and wants in an era of public health messaging.

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.

RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE

23. 9. 2020 | 3 min read It is advisable to retain communication activity, especially in a recession, as it is important for a brand’s market share. This is a message conveyed to marketers by Mark Ritson.

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.

DON’T CUT YOUR MARKETING BUDGET IN A RECESSION

14. 8. 2020 | 7 min read Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut...more

‘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.