LIDL, KAUFLAND AND ALBERT INVESTED THE MOST IN ADVERTISING IN 2021

2. 2. 2022 Food chains led by Lidl, Kaufland and Albert were the biggest advertisers last year, according to Nielsen Admosphere monitoring.

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022 An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

23. 1. 2022 TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV advertising during the pandemic] so it was a great time to encourage new advertisers to TV.” New-to-TV advertisers was a key theme in a panel discussion that also spanned the transition to more connected TV and addressable TV, moderated by Thomas Bremond, GM International at the adtech pioneer FreeWheel.

VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

21. 1. 2022 The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV.

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022 Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement.

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022 Creative and media are finally getting back together. Just not in the way we imagined it would.

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022 Advertiser Perceptions said 24% plan to spend more on linear TV

WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

13. 1. 2022 TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands?

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022 Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

6. 1. 2022 TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month.

TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS

6. 1. 2022 TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data.

2022 NEW YEAR’S PREDICTIONS FOR GAMING, TV, ADVERTISING AND DIGITAL MEDIA

31. 12. 2021 As we near the end of 2021 it is time to look back at my predictions for 2021 and see how I did. In 2020 I gave myself a B (3.25 out of 4) and you can read my 2020 predictions and self evaluation here. You can read my self-grading for 2021 for each prediction here. This year I scored myself at 3.77 (out of 4), a strong A-.

MEDIA 2021: VIDEO AND AUDIO ON DEMAND, DIGITALISATION AND PAYWALL

30. 12. 2021 Ongoing efforts to impose a charge on online content, boosting the offering of content on demand or new thematic TV and radio stations. Here is the recapitulation of events in the media market in 2021.

DIGITAL AD DOLLARS SHIFT TO CTV – AND OTHER 2022 PREDICTIONS

29. 12. 2021 This being prime predictions season, I thought we’d end 2021 with a few offered by executives at some of the ad-tech and measurement firms on the front lines. The comments have been edited for flow and length purposes.

CHRISTMAS AND TV: WHAT YOU NEED TO KNOW

21. 12. 2021 Christmas and TV go together like port and Stilton, turkey and stuffing, or a nut roast and disappointment.

MEDIA INVESTMENTS SURPASSED LAST YEAR’S VOLUMES IN NOVEMBER

17. 12. 2021 In this year’s eleven months, all media types show higher volumes of ad investments than in the comparable period last year.