Category: TRENDS
NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM
29. 4. 2022 In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones. This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM
TV IS THE MOST POPULAR DEVICE FOR VIDEO-ON-DEMAND CONTENT
18. 4. 2022 An overview of video-on-demand content consumption by device. Two-fifths (41%) of video-on-demand content consumption happens on TV. In comparison, smartphones now take a one-quarter share (26%) and this has grown from 21% in the previous year. TV is the most popular device for video-on-demand content but smartphones are gaining share worldwide, according to data from… Continue reading TV IS THE MOST POPULAR DEVICE FOR VIDEO-ON-DEMAND CONTENT
EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS
2. 4. 2022 With U.S. streamers still driving local market growth, TV producers in continental Europe are juggling between the Hollywood studio business model — under which Netflix and the likes get all rights in return for full-financing plus a fee — and the pre-existing European model based on co-productions that leave indie producers with backend and give… Continue reading EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS
INTERNET VIEWING OF PAID VIDEOS IN THE CZECH REPUBLIC HAS TRIPLED IN TWO YEARS
23. 3. 2022 The Czech Statistical Office report declares, that the video viewing on internet is increasing in the Czech Republic. About 1.4 million people over the age of 16 watch videos on paid sites. According to annual data from the Czech Statistical Office (CSO), videos on the internet were watched by an average of 5.5 million people… Continue reading INTERNET VIEWING OF PAID VIDEOS IN THE CZECH REPUBLIC HAS TRIPLED IN TWO YEARS
WELCOME TO THE NEW NORMAL, IT’S THE SAME AS THE OLD ONE
21. 3. 2022 Despite dire predictions of Covid-driven decline for some sectors and exponential growth for others, we’re largely where we would have been if it had never happened. The two-year span that will be forever known as the ‘Covid Years’ was a dark time. You had to find your entertainment where you could. And, for me, one… Continue reading WELCOME TO THE NEW NORMAL, IT’S THE SAME AS THE OLD ONE
CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD
14. 3. 2022 Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD
HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS
10. 3. 2022 Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance. This process of updating ad creatives based on consumer engagement and response metrics differs from practices such as dynamic creative optimization, which focuses more on creating multiple variations of different ad units. The changes that come with a… Continue reading HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS
ARE QR CODES THE KEY TO SHOPPABLE TV?
7. 3. 2022 Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide. While it was certainly a high-profile experiment, advertisers don’t need to shell… Continue reading ARE QR CODES THE KEY TO SHOPPABLE TV?
IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER
3. 3. 2022 After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER
STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
2. 3. 2022 Even though the media lifestyles of Gen Z, a generation that has never known a world without internet, are dominated by social media and music streaming, this diverse audience of streamers view long-form TV content with as much frequency as short-form video content according to a study from Horowitz Research. The company’s State of Gen Z 2021 study was… Continue reading STUDY USA: GEN Z SEES VALUE OF TRAD TV CONTENT AND SHORT-FORM VIDEO
CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
24. 2. 2022 Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a… Continue reading CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
23. 2. 2022 The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences. It’s not just rival streaming services such as Netflix and Disney+ that clamour for young people’s time, it’s the whole gamut of social and mobile media from YouTube and Spotify to… Continue reading MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC
14. 2. 2022 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome. With granular information about individual audience members’ interests and behaviors disappearing, advertisers are looking to context as a way to serve audiences… Continue reading THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC
DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR
9. 2. 2022 The dominant source of TV viewing continues to be so-called live viewing, accounting for 84 % of total TV viewing. However, the share of delayed viewing is increasing. The share of delayed TV viewing exceeded 16 % in January this year, increasing by 3.8 percentage points year-on-year. Live (linear) viewing accounts for almost 84 %… Continue reading DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR
CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)
3. 2. 2022 We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix? Compared to linear, CTV’s addressability and targeting make ads more relevant. Yet, this granularity cuts both… Continue reading CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)
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… Continue reading THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV
22. 1. 2022 The position of streaming services is seemingly strong, but linear TV still reigns supreme, suggests Erika Luzsicza in her short essay. Media-wise, streaming services seem to be greatly overshadowing linear TV. This is helped by the various records set with some regularity by both global and purely local players. Sometimes it seems that entering the… Continue reading SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV
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. The TV landscape has been undergoing change for a number of years and the pandemic, coupled with the increased connectivity of the consumer… Continue reading VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV
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. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views. Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE
OVERVIEW: THE WORLD’S ENTERTAINMENT TV HITS OF RECENT MONTHS
18. 1. 2022 Once again, we chart the TV formats that are achieving high ratings abroad. We offer an overview of developments for last year’s November and December. Television in international markets is successfully reviving entertainment shows from the past. Physically demanding competitions or reality shows with celebrities are also thriving. In streaming, queer dating is scoring. Here’s… Continue reading OVERVIEW: THE WORLD’S ENTERTAINMENT TV HITS OF RECENT MONTHS
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. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading 2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER
HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY
10. 1. 2022 TVBEurope hears from the signatories of The Content Climate Pledge about how they are implementing sustainable practises across their businesses At November’s Cop26 event, a number of UK broadcasters signed up to The Content Climate Pledge, agreeing that they will develop processes that help them to consider climate themes when commissioning, developing and producing… Continue reading HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY
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. “Some of the bigger traditional advertisers were pulling away [from TV… Continue reading THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
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. Just Eat, Peloton and Vinted tap into new consumer habits while sporting events bolster TV adspend. TV adspend, including video on demand, is forecast to… Continue reading TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS
STREAMING’S FUTURE MAY LOOK LIKE CABLE, ACCENTURE SAYS
4. 1. 2022 A new report from Accenture said consumers are complaining about streaming getting to be more like cable and, ironically, that cable operators are among the potential aggregators that could solve some of the issues facing the industry. According to Accenture’s survey, consumers feel they’re paying a lot for content they never watch and they’re not… Continue reading STREAMING’S FUTURE MAY LOOK LIKE CABLE, ACCENTURE SAYS
THE FUTURE OF CTV: IDENTITY, ENGAGEMENT AND AVOD
4. 1. 2022 Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV. Now, at least one CTV device can be found in over 80% of American homes, and CTV ad budgets are expected to double by 2026, according to GroupM’s most recent industry forecast. But the key to unlocking those ad dollars lies… Continue reading THE FUTURE OF CTV: IDENTITY, ENGAGEMENT AND AVOD
THE 2022 CEO PREDICTION LIST
16. 12. 2021 2021 has been another unpredictable year as COVID-19 and constantly shifting lockdown restrictions have continued to wreak havoc on the world economy. For the advertising industry, there have also been twists and turns, from continued strength in the CTV sector, to Google delaying its scrapping of third-party cookies. 2022 looks to be just as unpredictable.… Continue reading THE 2022 CEO PREDICTION LIST
THE REASONS CTV WILL REIGN IN A COOKIELESS WORLD
14. 12. 2021 The pandemic has accelerated a shift to connected TV viewing and the ability to target those audiences is becoming more sophisticated. Now the industry is poised for transformation on measurement, says TVSquared’s Darren Moore. Darren Moore TVSquared Although the end of third-party cookies has been postponed, preparations continue for its retirement, now scheduled for 2023. While… Continue reading THE REASONS CTV WILL REIGN IN A COOKIELESS WORLD
HOW TO HARNESS THE POWER OF CONNECTED TV
10. 12. 2021 Connected’ by Samsung Ads, brought together the industry’s sharpest minds to explore how Connected TV (CTV) is creating new opportunities for advertisers. Have you watched Squid Game? It might seem a little odd to start here, but when you consider that this gleefully violent show reached 111 million viewers worldwide in its first month on Netflix,… Continue reading HOW TO HARNESS THE POWER OF CONNECTED TV
THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST
6. 12. 2021 A STRONG FOUNDATION FOR GROWTH Most assessments of the advertising industry’s performance begin with a view of the broader economy, usually relying on Gross Domestic Product (GDP) as a proxy for its overall health. This approach is rooted in strong historical correlations between the growth rate of advertising and overall economic activity in many markets.… Continue reading THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST
HBBTV DRIVES TRANSITION TO NEXT-GENERATION BROADCAST AND OTT SERVICES
3. 12. 2021 Paris, December 3, 2021 – HbbTV has now reached the status of a mature standard endorsed by broadcasters, platform operators and manufacturers to deliver next-generation broadcast and OTT services, but closer cooperation between industry players is necessary to facilitate more complete deployment of the specifications in the market. This was the conclusion of the 9th HbbTV Symposium… Continue reading HBBTV DRIVES TRANSITION TO NEXT-GENERATION BROADCAST AND OTT SERVICES
UK STUDY: SMART TV RECOMMENDATIONS KEY TO CONTENT DISCOVERY
18. 11. 2021 More than half (56 per cent) of adults with a connected TV (CTV) surveyed in the EU5, and 59 per cent of those in UK, said they were willing to watch ads on TV in exchange for free content in response to the rising costs of streaming subscriptions, reveals a consumer study commissioned by Samsung… Continue reading UK STUDY: SMART TV RECOMMENDATIONS KEY TO CONTENT DISCOVERY