TV VIEWERS FAVOR SHOWS WITH DIVERSE CASTS AND AUTHENTIC STORYLINES

10. 2. 2024 The rapidly changing entertainment industry has had two work stoppages in three years — the pandemic and the WGA and SAG-AFTRA strikes — and continues to grapple with an “existential crisis” of inclusion that has been decades in the making. How will Hollywood adapt so that it can move forward? Now that the strikes are over, what’s next? “If we fail to adapt, we fail to move forward.” John Wooden

FORECAST: GLOBAL AD SPEND TO GROW FASTER IN 2024

8. 2. 2024 Insider Intelligence forecasts that worldwide spending in digital, traditional, and total media ad spending will all grow faster in 2024 than they did in 2023 (when growth amounted to 0.5 per cent YoY).

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024 iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

AMPERE: CONTENT SPEND TO GROW 2% IN 2024

5. 2. 2024 The combination of election-related investment and a return to production following the Hollywood strikes are leading to a boost in spending on content.

HOW CONNECTED TV IS CHANGING THE GAME FOR ADVERTISING

31. 1. 2024 An increasing number of consumers are ditching their cable subscriptions in favor of more flexible and personalized viewing experiences. As of the most recent statistics, an incredible 88 percent of U.S. households own at least one internet-connected TV device, while the number of CTV users amounted to more than 110 million among gen Z and millennials. The Evolution of Television Television has come a long way since its inception. From bulky TVs to sleek, high-definition flat screens, the hardware has transformed significantly.

TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

29. 1. 2024 Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly.

WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING

22. 1. 2024 What trends can we expect to see in media planning, advertising investment and the entire media ecosystem this year? WARC mentions four key areas in its fresh report The Future of Media 2024.

AI AS A STRATEGIC WEAPON IN MARKETING AND ADVERTISING

9. 1. 2024 In the last year, we have seen a boom in AI capabilities and its widespread integration into practice. This opens up new perspectives for marketers, and those who jump on the AI train early will get a significant head start. This is because AI not only enables better targeting, content optimisation, more efficient processes and the analysis of huge volumes of data to identify trends and customer behaviour, but it can also enrich the actual creative process and inspire creatives. This is evidenced by the fact that many brands are already using AI to create their TV ads.

WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

30. 12. 2023 Despite the rise of streaming services and CTV, traditional television is still prevalent.

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

30. 12. 2023 Industry leaders explore the future of television.

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 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.

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023 Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1.

DENTSU’S 2024 MEDIA TRENDS REPORT

19. 12. 2023 Dentsu is out with its annual media trends study and finds that generative AI is not just a trend but future-redefining technology with the potential to “lead a period of growth for media and a new golden age of creativity.

BRANDS TO SPEND RECORD £9.5BN ON CHRISTMAS ADVERTISING

9. 12. 2023 Media inflation set to lift ad spend by 4.8% this Christmas, according to Advertising Association and Warc data.

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

8. 12. 2023 Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.

TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

7. 12. 2023 Despite very real concerns about the economy, the majority of marketers around the world are optimistic and expect business to be better next year than this, according to a new WARC report. The Voice of the Marketer 2024 is a deep dive into The Marketer’s Toolkit survey data of 1,400+ marketers worldwide. Key findings Marketers are optimistic despite economic worries Two-thirds (64%) of marketers indicated that economic recession will have the biggest impact on marketing strategies in 2024, while 41% highlighted inflation and the cost-of-living crisis.

HBBTV HAS A FUTURE. ITS BENEFITS ARE APPRECIATED BY VIEWERS AND ADVERTISERS ALIKE

27. 11. 2023 More than 20 years have passed since the birth of HbbTV. This technology combining broadcast TV and internet services has opened up a new world for viewers and advertisers, one that continues to evolve and improve. The interactivity that hybrid broadcasting technology puts in the hands of people in front of TV screens has elevated the possibilities of TV advertising to a higher level.

TOOLKIT: HOW MARKETERS WILL USE AI IN 2024

8. 11. 2023 The vast majority of marketers are planning to engage with generative AI tools, according to research in the Marketer’s Toolkit 2024, as artificial intelligence proliferates ever more into day-to-day applications.