TV VIEWERS. WHO ARE THEY AND HOW DO THEY SPEND THEIR TIME WITH AND WITHOUT TV?

3. 9. 2024 Watching TV means something different to everyone, and mostly, it doesn’t mean just one thing.

INVISIBLE BRANDS DON’T SELL — WHY BUILDING REACH IS FUNDAMENTAL TO BRAND GROWTH

29. 8. 2024 In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth. We all know how complex the media landscape is. When commercial TV was a one- or two-channel affair, with no competition from the internet, there was a highly bankable relationship between ad investment, audiences, and… Continue reading INVISIBLE BRANDS DON’T SELL — WHY BUILDING REACH IS FUNDAMENTAL TO BRAND GROWTH

2024 MOVING IMAGE STUDY: STABLE HIGH LEVEL OF BROADCASTER CONTENT USAGE

23. 8. 2024 According to a recent study conducted by RTR Medien in cooperation with the TELETEST working group, broadcasters account for 77 per cent of the use of moving images. Companies offering streaming services and video services are not increasing their reach. The trend highlighted in the previous year’s study continues. For the ninth year in a… Continue reading 2024 MOVING IMAGE STUDY: STABLE HIGH LEVEL OF BROADCASTER CONTENT USAGE

CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

22. 8. 2024 Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB. There is no question that content influences brand perception. 72% of consumers say their perception of advertising is influenced by surrounding content. 73% of consumers find contextually relevant advertising more appealing. Ad recall doubles Contextual… Continue reading CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

10. 8. 2024 Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research. The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV. The IAB this week forecast that spending on CTV… Continue reading STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

9. 8. 2024 This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times. And we’re seeing that this draw persists today. The opening ceremonies alone drew in nearly 29 million US viewers – the… Continue reading THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

9. 8. 2024 At the Screenforce Day conference in Zurich earlier this summer, Screenforce Switzerland presented a new study Die Welt der Screens, which focused on the analysis of the devices and channels that viewers in Switzerland use to consume video content. The conclusions of the study are clear. The most used device for watching all TV content… Continue reading TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

DOES THE FUTURE BELONG TO SHORT VIDEOS?

5. 8. 2024 According to Hubspot research, 62 percent of consumers have viewed video content to gain information about a brand or product. But what’s the difference between short and long videos, and what are their benefits? We wrote about this in the last issue of MAM – a double issue 32-33/2024. The length of a video plays… Continue reading DOES THE FUTURE BELONG TO SHORT VIDEOS?

HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

1. 8. 2024 The proliferation of ad-supported subscription and free streaming video platforms is apparently resonating with viewers. New data from Hub Entertainment Research found that two-thirds of TV viewers prefer watching ads if it saves on subscription costs. Over the past three years, the percentage of consumers expressing a preference for ad-supported subscriptions — if it saves… Continue reading HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV. Cathy O’Connor’s comments that out-of-home revenue is set to grow at the expense of TV should send shivers up the spines… Continue reading KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

17. 7. 2024 When we think of the advertising of the future, we might think of the famous scene from the movie Minority Report, where John Anderton, played by Tom Cruise, walks through a department store trapped in a tangle of marketing messages that, after scanning his retina, offer him tailored advertising. The short story of the same… Continue reading ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

6. 7. 2024 A new study from FreeWheel, Comcast’s ad-tech unit, found that it’s not commercials that viewers dislike. Rather, it’s the way ads are handled that hurts their experience. Latency, unnatural ad breaks and the appearance of ad slates tend to turn viewers off, the study found. Those problems tend to crop up on connected TV platforms when… Continue reading STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

KVIFF 2024: CZECH TV STREAMING AMONG FILMMAKERS, SOCIAL NETWORKS AS A MAGNET FOR VIEWERS

1. 7. 2024 On the first day of the Industry section of the festival, a debate on Streaming Media and the Attention Economy took place. The Industry Section of the Karlovy Vary International Film Festival (KVIFF), which gives film and TV professionals the opportunity to learn about current trends in film production and distribution and TV formats, has… Continue reading KVIFF 2024: CZECH TV STREAMING AMONG FILMMAKERS, SOCIAL NETWORKS AS A MAGNET FOR VIEWERS

CREATIVE FACTORS HAVE A HIGH IMPACT ON ADVERTISING EFFECTIVENESS

25. 6. 2024 Creativity is one of the most important factors in advertising, says Simon Tunstill of Thinkbox, commenting on a new UK study by Accelero. Brand size and creativity are the biggest profit multipliers, the UK economic consultancy’s study concludes. And it was the issue of creativity that Simon Tunstill focused on in his presentation, Creative Drivers… Continue reading CREATIVE FACTORS HAVE A HIGH IMPACT ON ADVERTISING EFFECTIVENESS

ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

30. 5. 2024 Pay per impression and even impression viewability metrics are no longer enough in digital advertising today. The key is the attention the ad gets, writes Zuzana Horáková from Omnicom Media Group. In the era of digital advertising, when each of us is bombarded by an endless stream of advertising messages, it is increasingly evident that… Continue reading ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

CTV HAS HIGH AD USAGE AND ACCEPTANCE RATES, WHICH IS ATTRACTIVE TO ADVERTISERS, A NEW GOLDBACH STUDY FINDS

22. 5. 2024 More than half of respondents find advertising on connected TV acceptable and informative, according to a new Goldbach study. The study also found that advertising on CTV has an activating effect, with a third of respondents remembering the ads and using them to learn about products and ultimately buy them. The introduction of Connected TV… Continue reading CTV HAS HIGH AD USAGE AND ACCEPTANCE RATES, WHICH IS ATTRACTIVE TO ADVERTISERS, A NEW GOLDBACH STUDY FINDS

DANIEL TVRZ: WE WILL ALSO INTRODUCE ATTENTION AS A PURCHASING METRIC

20. 5. 2024 More and more clients are realising that their production has an impact on the environment, even in the field of advertising communication, says Teads’ chief executive Daniel Tvrz. Originally a French company, Teads has been ready for a cookie-free world for two years. In addition, it has been measuring advertising campaigns for some time now,… Continue reading DANIEL TVRZ: WE WILL ALSO INTRODUCE ATTENTION AS A PURCHASING METRIC

OMNICONNECT: ATTENTION IS THE NEW CURRENCY OF COMMUNICATION

26. 4. 2024 In marketing, advertising and PR, attention has become the new currency. How to get attention, keep it and how to work with it was the subject of the OmniConnect 2024 conference. The metrics of technical ad impressions or ad view time may not be enough for effective communication. What becomes more important is the actual… Continue reading OMNICONNECT: ATTENTION IS THE NEW CURRENCY OF COMMUNICATION