SMART TVS BECOME DEFAULT PLATFORM FOR VIEWING STREAMED CONTENT
10. 3. 2022 A new Parks Associates white paper finds that more than half of U.S. broadband homes own smart TVs Fifty-five percent of U.S. broadband homes now own a smart TV, driving the television to become the default platform to watch streaming content, according to a new white paper from Parks Associates. The paper, “OTT Streaming Trends… Continue reading SMART TVS BECOME DEFAULT PLATFORM FOR VIEWING STREAMED CONTENT
NOVA EXTENDS TV NEWS FOOTAGE, INCLUDES UKRAINIAN BROADCASTS
9. 3. 2022 TV Nova is expanding the space for news coverage from Ukraine. It has also extended the footage of several of its programmes and included Ukrainian TV broadcasts on the web. TV Nova is expanding the footage of its main news show, Televizni noviny, to one hour as part of its coverage of the war in… Continue reading NOVA EXTENDS TV NEWS FOOTAGE, INCLUDES UKRAINIAN BROADCASTS
WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO
8. 3. 2022 Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago. When I joined a brand consultancy 10 years ago, coming fresh from a finance-focused business undergrad, two things became clear to me, really fast: This stuff is… Continue reading WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO
OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?
8. 3. 2022 When we think about digital media, we are mainly considering social media platforms, websites and streaming services. TV advertising tends to feel very different, perhaps because it has been around for so long. But don’t mistake it for an outdated service. Adverts on the television hold more potential than you may realize, and are certainly… Continue reading OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?
ARE QR CODES THE KEY TO SHOPPABLE TV?
7. 3. 2022 Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide. While it was certainly a high-profile experiment, advertisers don’t need to shell… Continue reading ARE QR CODES THE KEY TO SHOPPABLE TV?
5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME
7. 3. 2022 We list the best digital marketing campaigns to help you find your next great marketing idea. The best digital marketing campaigns capture attention: Times Square with digital advertising billboards at dusk One of the best ways to find inspiration for your marketing initiatives is to look back at some of the best digital marketing campaigns… Continue reading 5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME
IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER
3. 3. 2022 After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER
STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
2. 3. 2022 Even though the media lifestyles of Gen Z, a generation that has never known a world without internet, are dominated by social media and music streaming, this diverse audience of streamers view long-form TV content with as much frequency as short-form video content according to a study from Horowitz Research. The company’s State of Gen Z 2021 study was… Continue reading STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH
2. 3. 2022 Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones. Because they inspire immediate… Continue reading WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH
PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?
2. 3. 2022 We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob. The cultural pendulum swings back and forth, that which was neglected comes to the fore. As clients and agencies look to get ahead of the dramatic changes… Continue reading PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?
TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?
1. 3. 2022 In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising.
SCREENFORCE GERMANY’S MARTIN KRAPF BECOMES PRESIDENT OF THE GLOBAL TV GROUP
1. 3. 2022 Martin Krapf, Non-Executive Board member of Screenforce Germany, has been appointed as the new President of the Global TV Group, the grouping of TV broadcasters and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America. He will work together with Catherine MacLeod, President and CEO of thinktv Canada, who will serve… Continue reading SCREENFORCE GERMANY’S MARTIN KRAPF BECOMES PRESIDENT OF THE GLOBAL TV GROUP
WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN
28. 2. 2022 CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in… Continue reading WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN
CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
24. 2. 2022 Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
23. 2. 2022 The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences. It’s not just rival streaming services such as Netflix and Disney+ that clamour for young people’s time, it’s the whole gamut of social and mobile media from YouTube and Spotify to… Continue reading MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
OPERATORS AND TV NOVA WANT TO TACKLE “AD SKIPPING” TOGETHER
23. 2. 2022 IPTV operators consider it necessary that the change in the offer relating to skipping ads in the backview is discussed in the light of customer needs and that the discussion takes place across the market. TV Nova agrees with this. IPTV operators consider it necessary to have a cross-market discussion about a possible change in… Continue reading OPERATORS AND TV NOVA WANT TO TACKLE “AD SKIPPING” TOGETHER
GLOBAL SVOD SUBSCRIPTIONS TO REACH 1.75 BILLION IN 2027
22. 2. 2022 Global SVoD subscriptions will reach 1.75 billion by 2027, Digital TV Research has found. Netflix, Disney Plus and Amazon Prime Video will account for half of total. Over the next five years, the number of SVoD subscribers is expected to rise by 550 million. The report added that China and the US will together account for… Continue reading GLOBAL SVOD SUBSCRIPTIONS TO REACH 1.75 BILLION IN 2027
TIME SPENT IN FRONT OF THE TV EXCEEDED 4 HOURS LAST YEAR, THE HIGHEST IN 25 YEARS
22. 2. 2022 The surge in TV viewership in the first year of the pandemic continued into 2021. Time spent in front of a TV screen has surpassed the four-hour-a-day mark for the first time.
