ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025
22. 2. 2021 Advertising revenue of ad-supported online video services is expected to double by 2025. But the market is dominated by linear TV. Global investments directed at advertising in linear TV have generally decreased in the recent five years but linear TV still remains the key ad medium taking into consideration other video formats. Its share is… Continue reading ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025
2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV
18. 2. 2021 Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services. But while streaming may be getting all the buzz, advertisers and agencies have also been leaning into addressable TV – the ability to deliver different… Continue reading 2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV
SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING
15. 2. 2021 In the third and last issue of the series on TV market development, we will focus on how companies including e-commerce businesses use TV advertising for long-term brand building. In the following years, TV will face a number of issues – its VOD services and the introduction of addressable advertising. Over the last decade, the media… Continue reading SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING
DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
2. 2. 2021 It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip. The latest IPA Bellwether report shows that businesses are cutting marketing budgets as a direct consequence of Covid-19 and Brexit. One could argue it’s an understandable response in the… Continue reading DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
WOLDE: TOTAL VIDEO WINS, LIVE TV HAS THE LARGEST SHARE
19. 1. 2021 There is no division between online and broadcast TV video; platforms support each other and the so-called total video wins today, says Štěpán Wolde. Live TV continues to be the strongest source of video content consumption in the general population older than 4 years in the Czech Republic. Its share in all video viewing (including… Continue reading WOLDE: TOTAL VIDEO WINS, LIVE TV HAS THE LARGEST SHARE
WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it – you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion… Continue reading WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it – you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion… Continue reading WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021
VIDEO ADVERTISING 2021-2024
14. 1. 2021 The video ad world will change more in the next three years than it has in the past 60. What was built originally as a brand-building channel is quickly evolving into one of the most important customer acquisition and performance channels available to marketers. Some history. Video has been the number-one advertising channel since the 1960s, powered… Continue reading VIDEO ADVERTISING 2021-2024
WHAT WILL TV LOOK LIKE IN 2021?
6. 1. 2021 In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021? It’s impossible to look forward at the state of the media and entertainment media industry without taking a glance backward at the past year. And that view is one littered with debris: shutdowns, layoffs, regulatory… Continue reading WHAT WILL TV LOOK LIKE IN 2021?
MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
4. 1. 2021 Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year. Any crisis creates room for innovations. This year’s crisis, caused by the coronavirus pandemic, is no different in this respect. The world that lost confidence expects new certainties. And brands can help it. The next… Continue reading MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
1. 1. 2021 Editor’s Note: Enjoy this special encore post, which was one of our readers’ favorites in 2020 and which was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of… Continue reading ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
24. 12. 2020 Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal. The past year has been a bruising one for the television industry. Covid-19’s rapid descent on the globe turned off TV’s programming spigots, leading to a drought in advertising revenue. Consumers stuck at home continued to cord-cut or otherwise move over to… Continue reading TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
17. 12. 2020 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. Speaking on a panel at the Future of TV Advertising Global, Richard Brooke said: “As a company that sells to 2 billion plus consumers a day on an annualised… Continue reading UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
A NEW DAWN FOR TV
14. 12. 2020 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. TV has changed more in the last 10 years than in the previous 50, with over 150 channels, an array of… Continue reading A NEW DAWN FOR TV
‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
7. 12. 2020 John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change. Mark Twain, Blaise Pascal, Winston Churchill, Dostoevsky – just a few of those who have been credited with variants of the phrase, “sorry for the long letter, I didn’t have time to make… Continue reading ‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
7. 12. 2020 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… Continue reading FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
3. 12. 2020 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. “It could have been worse.” That’s the verdict of advertising giant GroupM in newly published research about the… Continue reading ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING
6. 11. 2020 During the first coronavirus lockdown, the consumption of television and online streaming content soared. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the month of April – a year-on-year rise of almost a third. The average UK… Continue reading HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING
