UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES

17. 12. 2020 | 4 min read Television is a highly cost effective media for large advertisers, Unilever’s global media operations director has said, with new developments in advanced TV further increasing the value of the channel.

A NEW DAWN FOR TV

14. 12. 2020 | 5 min read TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones.

‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

7. 12. 2020 | 8 min read John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.

FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021

7. 12. 2020 | 13 min read By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or postponed such as the Tokyo Olympics. Meanwhile, there was a contentious election and in January the U.S. will have a new President. What else could happen in 2021? We asked some experts.

ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

3. 12. 2020 | 5 min read TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery.

TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS

29. 11. 2020 | 2 min read A mistake is often made by the Silicon Valley “insiders” when they lump all traditional media into one big (failing) bucket. Newspaper advertising in print has been decimated, but TV advertising has actually held up quite well, even during the pandemic. While we are all watching a lot of Netflix (NFLX -0.6%), advertisers know that millions of consumers are watching traditional broadcast and cable TV every hour of every day.

RESEARCH: TV HELPS LEGITIMISE YOUNGER BRANDS

20. 11. 2020 | 3 min read Effectv, the advertising sales division of Comcast Cable, in partnership with industry body VAB, has released a new report, The Halo Effect: TV as a Growth Engine, which analyses TV’s influence on businesses’ ability to drive financial outcomes and growth by life stage. The analysis found that both direct-to-consumer (DTC) and non-DTC brands across all life stages see measurable results from TV advertising across the board.

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

6. 11. 2020 | 8 min read During the first coronavirus lockdown, the consumption of television and online streaming content soared.

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 | 9 min read As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? The Moon Unit examine the future of 'the hearth of the 20th century'.

ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE

9. 10. 2020 | 3 min read A lockdown fuelled television boom has brought an unprecedented boost to TV ad exposure according to the Advertising Standards Authority (ASA). The regulators figures – sourced from the Broadcasters Audience Research Board (BARB) – reflect the rapid evolution of advertising and advertisers to respond to our needs and wants in an era of public health messaging.

TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING

29. 9. 2020 | 3 min read A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents.

UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY

24. 9. 2020 | 6 min read Major new study reveals that media channels differ widely in their ability to communicate vital brand signals.

RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE

23. 9. 2020 | 3 min read It is advisable to retain communication activity, especially in a recession, as it is important for a brand’s market share. This is a message conveyed to marketers by Mark Ritson.

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

23. 9. 2020 | 4 min read 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 | 2 min read 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.

DON’T CUT YOUR MARKETING BUDGET IN A RECESSION

14. 8. 2020 | 7 min read Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut...more

‘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 | 6 min read 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.

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

22. 7. 2020 | 4 min read 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.