TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

7. 12. 2023 | 3 min read 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 | 7 min read 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 | 2 min read 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.

A QUARTER OF CZECH HOUSEHOLDS REGULARLY USE HBBTV

1. 11. 2023 | 1 min read The HbbTV environment is spreading into the awareness of the Czech TV population. As data from ATO-Nielsen's continuous research shows, one quarter of Czech TV households are familiar with the red button.

MARKETERS ARE ‘ENERGISED’ BY FUTURE POSSIBILITIES

27. 9. 2023 | 2 min read After a few years when marketers were understandably focused on the present – addressing the multiple issues thrown up by the pandemic and its aftermath – new research indicates that they are now looking to the future and are “energised by its possibilities”.

QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

25. 9. 2023 | 11 min read Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content.

MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON

14. 9. 2023 | 5 min read Ad spend may be heading back to the mid-single digit levels seen in the 2010s, but that hasn’t stopped clients from approaching Q4 ad spend with a general sense of uncertainty, agency executives say.

AS STREAMING CHOICES EXPAND, VIEWERS ARE MOVING TO AD-SUPPORTED SERVICES

8. 9. 2023 | 4 min read Nielsen’s Gracenote unit marks trend toward classic TV content.

CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON

29. 8. 2023 | 8 min read Faced with the news that up to two-thirds of consumers are set to cut back on their Christmas spending this year due to the ongoing cost-of-living crisis, marketers and brands have a tough couple of months ahead of them.

SURVEY: YOUNGER VIEWERS EMBRACE SUBTITLES

27. 8. 2023 | 3 min read Nearly six in ten Gen Z viewers prefer to watch TV with subtitles according to YPulse.

STREAMING WITH INTENTION – CONNECTING WITH THE NEXT GENERATION OF VIEWERS

25. 8. 2023 | 5 min read Leaders from Braze, Roku, and McCann Worldgroup dissect the updated media landscape and how it’s consistently evolving.

OTT VIEWING TAKES OFF IN CZECH REPUBLIC

25. 8. 2023 | 1 min read The viewing of video content on the internet is growing by around a third each year in the Czech Republic.

STUDY UK: KIDS HAVE BRANDS ON THE BRAIN

17. 8. 2023 | 2 min read Children in the UK are spontaneously talking about more brands than ever before, according to research from Beano Brain.

NOTABLE STREAMING TREND: TIME SPENT ON INDIVIDUAL STREAMING SERVICES IS RISING AGAIN

16. 8. 2023 | 3 min read Increased competition had been reducing time spent on individual streaming services since 2021 according to NPAW.

WARC: AD SPENDING ON CTV GROWING, BUT SLOWER THAN RETAIL MEDIA

10. 8. 2023 | 2 min read Connected TV, or CTV for short, is in a growth phase, as viewers and advertisers migrate from linear broadcast television. The channel is being hyped by media owners and ad tech vendors alike as offering the ideal synthesis of TV reach and digital addressability.

WOMEN’S SPORTS VIEWERSHIP ON THE RISE

9. 8. 2023 | 8 min read Interest in women’s sports is growing at a meteoric pace. How can broadcasters and sponsors fuel the momentum?

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.

HOW WILL ATSC 3.0 TRANSFORM TV ADVERTISING?

31. 7. 2023 | 5 min read The arrival of ATSC 3.0/NextGen TV—and its ability to combine broadcast with IP—has the potential to transform TV commercials from one-way mass-market blasts to two-way personalized interactive experiences.