WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

23. 9. 2020 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 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.

‘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 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.

THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

5. 8. 2020 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.

REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS

22. 7. 2020 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 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.

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two consecutive contacts within a short time period double unaided advertising recall. This applies to TV, YouTube and Facebook. Moreover, online video platforms benefit from the combination with TV. Two TV contacts have the highest impact across all indicators. Mixed contacts with TV have stronger impacts than two contacts on YouTube or Facebook. How video is perceived Advertising achieves the highest visual attention in lean-back mode. In lean-forward mode, users are less likely to pay attention to it and more frequently click or scroll away. TV watching takes place in a relaxed atmosphere. Advertising is part of the TV experience. Content and advertising achieve similar levels of activation and emotion. This facilitates advertising effectiveness. While using editorial content in leanforward mode, high levels of activation and emotionality are attained. With advertising, however, both these qualities fall off abruptly, which has an adverse effect on its processing. The level of activation also fluctuates strongly during content use. How video is seen The Deep Insights Study confirms the stable activation of viewers during TV usage. Many people use TV as a motivator when dealing with tiresome obligations, to watch big TV events with excitement, and as a reward and a way to relax in lean-back mode after their work is done. In these moods, those surveyed accepted TV advertising to a great extent. Advertising flows along with the program and is a learned and integral part of the TV experience. YouTube users are looking for everyday help or emotional relief. They want to find a quick explanation of how something works (tutorials) or they want to briefly escape their current situation, for instance by watching a funny video. They are looking for a cognitive or emotional shortcut. When viewers are taking a shortcut, advertising forces them to take a detour. In these usage states, YouTube users consider advertising to be disruptive. This reinforces the findings of the InHome Video Study, which showed an abrupt loss of activation as soon as advertising started. How video sells The experiment confirms the strong impact of video advertising. Both online video and TV have a considerable influence on recall. However, television has stronger branding effects. Both media increase the sales of the advertised products. Yet, the impact of television advertising is many times higher. This particularly applies to the launch product which was seeking large and diverse audiences.

FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

1. 6. 2020 As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends.

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009.

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

7. 5. 2020 What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list.

PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

23. 4. 2020 There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week.

FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

13. 2. 2020 If you're like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts who believe most strongly in the importance of results-driven advertising have been acknowledging the critical importance of brand building to long-term success.

LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

20. 1. 2020 It’s a new decade. Or is it? It depends on how you like your decades. Is the old one finished or is that not until the end of 2020? 'Who cares you pedantic twat, Clay?' you might ask.

FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS

6. 1. 2020 Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis.

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

29. 10. 2019 Advertisers — and NBC Universal parent Comcast — will no doubt rejoice.

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

31. 7. 2019 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.

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

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