EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

20. 7. 2020 European broadcasters are no longer playing catch up on first run video on demand content.

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 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.

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

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

CO-VIEWING DURING COVID-19

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

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

10. 4. 2020 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.

UK; US: GREATER MEDIA CONSUMPTION LIKELY TO SUSTAIN AFTER COVID-19

7. 4. 2020 An overview of the long-term change in consumer media habits after the novel coronavirus (COVID-19) outbreak in the UK and US.

TV ADS CREATE MORE POSITIVE IMAGE OF BRANDS THAN DIGITAL, SAY CONSUMERS

1. 4. 2020 Twice as manyconsumers say TV ads create a more positive image of brands than say the same about common digital formats, an extensive new survey reveals.

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

27. 3. 2020 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.

5 WAYS CORONAVIRUS IS CHANGING OUR VIEWING HABITS

25. 3. 2020 What has changed in how people consume media, and what does it mean for advertisers?

ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY

20. 3. 2020 Time spent in front of a TV screen has increased on average by 45 minutes per day, TV news rating has even doubled.

CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA

9. 3. 2020 The increase in time we dedicate to media relates to the expansion of electronic devices in population, shows Nielsen Admosphere’s data.

TV VIEWERS JUST WANT EASE OF ACCESS TO CONTENT

2. 3. 2020 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.

WHAT DOES TV MEAN TO PEOPLE WORLDWIDE

14. 2. 2020 The TV viewing experience has been changing drastically in the last years, especially with the rise of streaming services and all new devices for accessing them. The way audiences consume TV daily is constantly evolving. Therefore, there is a rising need for most recent figures that precisely show people’s viewing behaviour.

WHY TV ADVERTISING IS STILL THE DRIVING FORCE BEHIND AUTO SALES

3. 2. 2020 A multi-platform approach is essential in successfully targeting auto buyers. But it's important to remember that, when it comes to reaching those potential buyers, TV advertising still tops the list. If your auto client is considering scaling back on their television media buy, then they're in danger of missing out on the most important aspect of the auto buyer's purchase journey. It's a choice that could end up costing them way more than it saves.

TV THE ‘LEAST RISKY’ FORM OF ADVERTISING, FINDS NEW RESEARCH

21. 11. 2019 While return on investment varies depending on the brand and campaign, linear TV and broadcaster video-on-demand show up to three times less variance than other media.

THE ECOSYSTEM IS CHANGING DRAMATICALLY, A SINGLE METRIC IS KEY TO MONETISATION, SAYS NIELSEN’S MATT O’GRADY

25. 10. 2019 The findings of the total audience report, The Media Landscape (2019), were shared by Matt O’Grady of Nielsen in his keynote.

CONNECTED TV AD SPEND IS GROWING BUT THERE ARE STILL PLENTY OF CHALENGES

8. 10. 2019 Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud. In our newest report on US digital video, we look at connected TV’s limitations and what leaders in the industry think.

THE SCIENCE OF BRANDING: HOW BRANDS MAKE US “THINK DIFFERENT”

12. 9. 2019 Brand exposure could have a profound effect on our behavior.