THE YEAR THAT TV SAVED US

8. 5. 2021 As life outside our homes shut down, the small screen became our treasured path to safe escape Back in March, while my son and his friends were enjoying a chilly morning of socially distanced outdoor fun at a campground, all the dads lingered near the fire our kids had built. We spent a few minutes catching up on… Continue reading THE YEAR THAT TV SAVED US

TV DRIVES BUSINESS OUTCOMES

30. 4. 2021 Global TV Group arms advertisers with latest TV effectiveness evidence from around the world. Research collection demonstrates how TV works in every market, for all customer objectives. The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose common goal is… Continue reading TV DRIVES BUSINESS OUTCOMES

TV’S RENAISSANCE

28. 4. 2021 With a highly anticipated Enders report into TV advertising out this week, Bobi Carley looks at a linear medium firmly back on planning agendas I’d say I first heard that TV was dying a good ten years ago. When it didn’t happen, it seemed that people may have jumped the gun a little. “Are reports of the death of linear TV… Continue reading TV’S RENAISSANCE

WHY TV ADS ARE STILL KING

27. 4. 2021 Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander. Media consumption changes have attracted a lot of interest recently. We’ve long known about the explosive rise of time spent on mobile phones (globally, GWI’s data shows an increase from about… Continue reading WHY TV ADS ARE STILL KING

HOW THE PANDEMIC ACCELERATED A TRANSFORMATION ACROSS CONNECTED TV

15. 4. 2021 Ad spend increased as brands gravitated to the space. While linear TV got pummeled by the Covid-19 pandemic in 2020, connected TV and direct-to-consumer players have been thriving over the past year. For instance, Vizio saw a 95% increase in streaming hours on its platform from the end of 2019 to the end of 2020. “That’s a seismic sea change… Continue reading HOW THE PANDEMIC ACCELERATED A TRANSFORMATION ACROSS CONNECTED TV

WHAT AVOD’S GROWTH MEANS FOR MARKETERS IN SEARCH OF EVOLVING CONSUMERS

13. 4. 2021 As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens. The rise of ad-supported video on demand (AVOD) services has been a quiet development amid numerous new consumer behaviors spurred or accelerated by the coronavirus pandemic. Yet the proportion of consumers using… Continue reading WHAT AVOD’S GROWTH MEANS FOR MARKETERS IN SEARCH OF EVOLVING CONSUMERS

WHAT MARKETERS MUST CONSIDER BEFORE DIVING INTO ADVANCED TV

12. 4. 2021 With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and third-party data to effectively reach audiences. Advanced TV (ATV) offers the opportunity to do just that, providing marketers a brand-safe, person-targeted medium that is more measurable than traditional linear TV buys.… Continue reading WHAT MARKETERS MUST CONSIDER BEFORE DIVING INTO ADVANCED TV

THE PIVOT TO PURPOSE: ALIGNING GOOD AND GROWTH

5. 4. 2021 It’s tempting to see 2020 as a year where the world was stuck on pause. Yet in many ways it has been a story of radical transformation. Faced with unprecedented problems, businesses evolve as never before, and open up to new possibilities. A time of unprecedented change forced businesses to reimagine the status quo as… Continue reading THE PIVOT TO PURPOSE: ALIGNING GOOD AND GROWTH

ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

22. 3. 2021 It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as it is for online digital? Major content owners like Disney and NBCUniversal… Continue reading ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

8. 3. 2021 When we talk about the potential demise of traditional linear TV, we’re talking about the potential demise of cable and broadcast delivery of linear TV, not linear TV itself. That’s an important distinction as, like the difference between “OTT” and “CTV”, it clouds up discussions about the future of TV. So far starters, linear TV is… Continue reading LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

AVOD PLATFORMS FORECAST TO GROW TO $18 BILLION BY 2025

8. 3. 2021 Advertising video-on-demand platforms (AVOD)– a subset of all connected TV — are expected to see skyrocketing growth over the next four years, rising to $17.8 billion, according to MoffettNathanson Research. AVOD platforms were estimated to come in at $4.4 billion in 2020, with Hulu grabbing the bulk of that market — $2.5 billion. In 2025, the… Continue reading AVOD PLATFORMS FORECAST TO GROW TO $18 BILLION BY 2025

TV RATING WAS GROWING IN ALL CENTRAL EUROPEAN COUNTRIES LAST YEAR

25. 2. 2021 Hungarians spend most of their time before the TV screen out of all viewers in Central Europe, the highest increase in the rating was seen in the Czech Republic and Slovakia. Last year, TV rating achieved record values not only in the Czech Republic but also in the Central European region. The primary reason was… Continue reading TV RATING WAS GROWING IN ALL CENTRAL EUROPEAN COUNTRIES LAST YEAR

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