IN UNCERTAIN TIMES BE TV CERTAIN

21. 7. 2020 | 2 min read So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands.

HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

10. 7. 2020 | 3 min read Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising.

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 | 3 min read What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two consecutive contacts within a short time period double unaided advertising recall. This applies to TV, YouTube and Facebook. Moreover, online video platforms benefit from the combination with TV. Two TV contacts have the highest impact across all indicators. Mixed contacts with TV have stronger impacts than two contacts on YouTube or Facebook. How video is perceived Advertising achieves the highest visual attention in lean-back mode. In lean-forward mode, users are less likely to pay attention to it and more frequently click or scroll away. TV watching takes place in a relaxed atmosphere. Advertising is part of the TV experience. Content and advertising achieve similar levels of activation and emotion. This facilitates advertising effectiveness. While using editorial content in leanforward mode, high levels of activation and emotionality are attained. With advertising, however, both these qualities fall off abruptly, which has an adverse effect on its processing. The level of activation also fluctuates strongly during content use. How video is seen The Deep Insights Study confirms the stable activation of viewers during TV usage. Many people use TV as a motivator when dealing with tiresome obligations, to watch big TV events with excitement, and as a reward and a way to relax in lean-back mode after their work is done. In these moods, those surveyed accepted TV advertising to a great extent. Advertising flows along with the program and is a learned and integral part of the TV experience. YouTube users are looking for everyday help or emotional relief. They want to find a quick explanation of how something works (tutorials) or they want to briefly escape their current situation, for instance by watching a funny video. They are looking for a cognitive or emotional shortcut. When viewers are taking a shortcut, advertising forces them to take a detour. In these usage states, YouTube users consider advertising to be disruptive. This reinforces the findings of the InHome Video Study, which showed an abrupt loss of activation as soon as advertising started. How video sells The experiment confirms the strong impact of video advertising. Both online video and TV have a considerable influence on recall. However, television has stronger branding effects. Both media increase the sales of the advertised products. Yet, the impact of television advertising is many times higher. This particularly applies to the launch product which was seeking large and diverse audiences.

FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

1. 6. 2020 | 6 min read As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends.

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 | 3 min read Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009.

ADVERTISING OUT OF CV-19

25. 5. 2020 | 2 min read How will the advertising out of covid look like?

PAUSE BUTTON ADVERTISING

8. 5. 2020 | 3 min read In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising.

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

7. 5. 2020 | 2 min read What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list.

AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?

4. 5. 2020 | 4 min read Stéphane Coruble, CEO of RTL AdConnect, reflects on how broadcasters and advertisers are adopting a new approach to retain relevancy during the COVID-19 lockdown.

COMMERCIAL BROADCASTERS SUPPORTED INFORMATION CAMPAIGN OF THE MINISTRY OF HEALTH, AIRING 25 HOURS OF PUBLIC AWARENESS SPOTS FOR FREE

29. 4. 2020 | 3 min read Commercial TVs Nova and Prima participated in educational activities relating to the ongoing COVID-19 pandemic. In addition to tens of hours of their own news and journalistic content and new public awareness programmes launched, commercial broadcasters supported the official educational campaign of the Ministry of Health focused on prevention of the coronavirus infection and provided the Ministry with ad space for free.

CO-VIEWING DURING COVID-19

28. 4. 2020 | 2 min read During CV-19, television has been delivering better value than ever before. The simple reason for this is co-viewing.

WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV

24. 4. 2020 | 3 min read Television audiences have gone through the roof because of the coronavirus lockdown, but will advertisers use the spike in engagement to drive brand-building campaigns, given the economic uncertainty? That is the billion dollar question, and according to Mike Shaw, Director of Advertising Sales at Roku, the answer should be ‘yes’. He has a long list of reasons why brand activity now, rather than later, will pay handsome dividends.

PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

23. 4. 2020 | 7 min read There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week.

TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND

10. 4. 2020 | 3 min read This week’s egtabite features an in-depth ROI study of the Finnish market - conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements - which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the long-term and delivers a strong argument for advertisers to invest in Total TV.

IF YOU’RE IN MARKETING, NOW IS A TIME TO SPEND, NOT BEND

6. 4. 2020 | 6 min read There are very few upsides for anyone right now. A record number of companies, big and small, find themselves just weeks from insolvency. Employees are being let go in record numbers. And the media is collapsing as advertising dries up and a long, difficult and painful ­recession lumbers into view.

BRANDS IN A PANDEMIC WORLD: INSIGHTS FROM KANTAR’S COVID-19 BAROMETER

27. 3. 2020 | 4 min read New research from Kantar uncovers how people’s media habits, attitudes and expectations can guide brands’ strategy during the coronavirus pandemic in order to remain afloat now and to bounce back once the worst has passed.

THE VALUE OF TV IN THE TIME OF CORONAVIRUS

26. 3. 2020 | 5 min read TV advertising has an important role to play in keeping commerce going through the coronavirus crisis.

TV VIEWERS JUST WANT EASE OF ACCESS TO CONTENT

2. 3. 2020 | 2 min read Even though the range of services and devices for watching TV has proliferated in recent years, broadcast networks and advertisers should be aware that most viewers don’t care about the technology provided they get to watch what they want. About three-quarters (74%) of global TV viewers, rising to 76% of Australians, feel this way, leading a senior executive at ViacomCBS to advise that viewers think of TV as content rather than the number and proliferation of the tools to access it.