PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 | 5 min read TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.

THE FUTURE OF TV: RE-SHAPED, RE-DEFINED, AND STILL RELEVANT

30. 12. 2023 | 6 min read Industry leaders explore the future of television.

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 | 5 min read From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year.

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

21. 12. 2023 | 5 min read Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider.

BVOD SHOULD BE FIRST ON THE PLAN

3. 12. 2023 | 5 min read Thinkbox’s Matt Hill questions ViewersLogic’s interpretation of BVOD’s impact – pointing out that basing planning decisions on viewing time alone is a flawed approach. Quality is crucial.

THE IMPORTANCE OF INTEGRATING DIGITAL AND TRADITIONAL MARKETING

8. 11. 2023 | 5 min read Denis Sinelnikov is the CEO of Media Components and Curis Digital, an award-winning, full-service digital marketing agency.

“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV

9. 10. 2023 | 10 min read Marketers are reportedly falling out of love with TV - but what do creatives think about the future of the medium?

WHY TV’S NOT JUST A BRAND CHANNEL

6. 9. 2023 | 3 min read There are many marketing debates: Agency vs. in-house. Brand vs. Product. Creative intuition vs. data-driven design. And, of course, sales activation vs. brand-building. Marketing Architects have a look how to drive sales and brand, together, on TV in this article.

LESS CHOICE AND MORE ADS: WHY TRADITIONAL TV IS MAKING A COMEBACK

1. 8. 2023 | 6 min read When streaming landed on our screens, it was hailed as television’s promised land. It offered content at our beck and call, drawn from libraries as deep as the internet itself. But as balance sheet economics has caught up to the multi-billion dollar spending sprees, content is vanishing and streaming itself is evolving.

WHAT TO DO WHEN YOU HAVE NO BUDGET

22. 6. 2023 | 6 min read Achieving big things on a small budget is possible. Here are four things to consider.

HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?

20. 6. 2023 | 9 min read ChatGPT and its cousins took the world by storm this year, introducing the world to the wonders of generative AI and large language models.

DAVID BAUCKMANN: WHEN WILL TV PLANNERS HAVE A FREER HAND FOR ONLINE?

19. 5. 2023 | 4 min read TV planners are crying foul over the lack of TV ad impressions. Yet there are clouds of video ads on the Internet, and they are far from sold out. So what's the problem? There are certainly multiple reasons, but I'll just address the quality perspective here, writes David Bauckmann, CTO of Impression Media, in a commentary.

THE NEW ERA OF SUPERIOR TV

2. 5. 2023 | 4 min read The world of television is certainly a dynamic place these days. Streamed viewing of shows, movies, sports and video games over the internet is exploding. Television devices themselves continue to get better and better, with bigger screens and higher definition. The best part: They are also cheaper and cheaper.

THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED

15. 4. 2023 | 4 min read Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines.

NOW IS A KEY MOMENT FOR AGREEMENT ON CROSS-MEDIA MEASUREMENT

20. 3. 2023 | 5 min read The pressure for better cross-media measurement has been building and now is a key moment to agree on five common principles to meet marketers’ needs and improve the consumer ad experience.

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 | 5 min read We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 | 19 min read Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.

4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023

25. 1. 2023 | 4 min read Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year.