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THE GOLDEN AGE… OF COMPLEXITY: REDUCING FRICTION IN THE TV ADVERTISING ECOSYSTEM
9. 10. 2019 | 6 min read As viewers, you probably agree that we've never had more options when deciding what content to watch, which device to watch it on, or how to access it. Consumers are living in a golden age of television, no matter how TV is now defined.
CONNECTED TV AD SPEND IS GROWING BUT THERE ARE STILL PLENTY OF CHALENGES
8. 10. 2019 | 4 min read Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud. In our newest report on US digital video, we look at connected TV’s limitations and what leaders in the industry think.
CZECH PRIMA PROMOTES HBBTV
7. 10. 2019 | 1 min read The Czech national broadcaster Prima will soon start to complement the HbbTV verification of smart TVs by Ceske Radiokomunikace (CRa) with its own iPrima seal.
DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE
4. 10. 2019 | 5 min read Media buying has traditionally been about blending ingredients together for the perfect marketing mix. But with so many new channels and such fragmented audiences, this age-old recipe is rapidly becoming more difficult to follow. So, what’s to be done? The age of total video TV is complicated these days. In just one household, a family could be watching live TV, streaming, watching downloads and checking out highlights online – all at the same time. They might be using a second screen to chat with friends, play games or send emails too. And of course, this might all be happening on different devices, inside the house and on the go.
WIEMER SNIJDERS, AUTHOR OF THE EAT YOUR GREENS BESTSELLER, SHARED HIS BEST MARKETING KNOW-HOW AT THE TV ON THE MOVE CONFERENCE
1. 10. 2019 | 3 min read Traditionally, early October saw a conference of the Association of Commercial Television intended primarily for advertisers and media agencies. The key topic of the TV ON THE MOVE conference was the TV development in the post-linear era when TV is no longer and will never be just a screen in the living room.
NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT
26. 9. 2019 | 4 min read Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer.
THE SCIENCE OF BRANDING: HOW BRANDS MAKE US “THINK DIFFERENT”
12. 9. 2019 | 4 min read Brand exposure could have a profound effect on our behavior.
TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN
30. 8. 2019 | 5 min read The proliferation of digital has led to shrinking budgets in the traditional space such as TV. According to Zenith’s Advertising Expenditure Forecasts, traditional TV ad revenues to shrink annually from 2019 to 2021, falling from US$184 billion to US$180 billion in 2021. Interestingly however, while everyone is turning towards digital, four companies – Facebook, Amazon, Netflix and Google – also known as FANG on Wall Street, increased their spending by 70% to US$1.6 billion last year in the US.
TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME
16. 8. 2019 | 4 min read Just in case we needed more evidence of the central role that advanced TV is already beginning to play in the media ecosystem, this week’s announcement of the re-merger of CBS and Viacom underscored it, big-time. In years past, the news would have been totally dominated by the traditional measures of power: ViacomCBS is now #1 in TV audience, with a 22% share of total prime-time viewers, and boasts a combined $8 billion in national TV ad revenue.
UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED
16. 8. 2019 | 2 min read The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.
ONLINE VIDEO 2019: MEN PREFER FILMS, WOMEN TV SHOWS
14. 8. 2019 | 3 min read When it comes to online video offerings Czech Internet population prefers to watch films and TV shows. Trends in video content consumption, however, vary by age group. “The Internet Video 2019” study conducted by Nielsen Admosphere offers a detailed view of TV through the eyes of the often ignored group of respondents aged 37–51. TV viewers of this age category rarely watch TV shows in a foreign language and prefer comedies.
WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?
8. 8. 2019 | 3 min read The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end up reshaping in their own image much of how TV advertising operates.
THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS
31. 7. 2019 | 5 min read 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.
THE IMPORTANCE OF CREATIVITY IN ADVERTISING
17. 7. 2019 | 6 min read The roots of advertising run deep. We’ve come a long way since William Caxton printed what would be described as Britain’s first advert in 1477.
TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV
15. 7. 2019 | 3 min read Content abounds on streaming services like Netflix, Hulu and Amazon Prime Video. But when viewers are faced with too many choices of what to watch, some end up tuning out.
EGTA’S CEO SURVEY – A TV AND RADIO ADVERTISING INDUSTRY IN TRANSFORMATION
12. 7. 2019 | 4 min read Results of an exclusive egta survey confirm top management's expectations for the industry.
TRADITIONAL TV IS NOT DEAD
11. 7. 2019 | 3 min read Manatt, Vorhaus Digital Strategy Study Reveals Traditional TV Is Not Dead Despite Continued Online Video Ascendance. Research uncovers surprising trends for the future of cord-cutting, SVOD and esports.
