LINEAR TV ADVERTISING CAN BE TARGETED AND PERSONALISED THANKS TO HBBTV

15. 11. 2022 | 4 min read HBBTV SOLUTIONS CAN BRING PERSONALISATION AND TARGETING TO LINEAR TV ADVERTISING. ONLINE VIDEO OPERATORS ARE SET TO EARN MORE THAN THREE TIMES THE REVENUE FROM ONLINE ADVERTISING THAN FROM ONLINE SUBSCRIPTION SALES WITHIN FIVE YEARS. THIS WAS ALSO DISCUSSED AT THE HBBTV SYMPOSIUM.

WHY E-COMMERCE BRANDS ARE FLOCKING TO TV

31. 10. 2022 | 6 min read TV is experiencing a surge in spend from online-born businesses. The findings from Thinkbox’s TV playbook explore when to know the time is right to use TV advertising, its impact on online performance, and how to go about getting your online business on TV.

ADS FOR THE RIGHT BRAIN ARE MORE EFFECTIVE BUT THERE ARE FEWER OF THEM

25. 10. 2022 | 6 min read ADS ACTIVATING THE RIGHT HEMISPHERE OF THE BRAIN ARE MORE EFFECTIVE AND attract MORE ATTENTION, BUT THEY DIMINISH OVER TIME. THIS WAS one of The findings presented by ORLANDO WOOD AT THE BRAND MANAGEMENT CONFERENCE

HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS

19. 10. 2022 | 4 min read As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 | 4 min read 4 strategies that can improve brand relationships and increase ROI

BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING

10. 10. 2022 | 5 min read When the internet started entering large numbers of American homes in the mid-1990s, predictions of the inevitable demise of television began almost immediately. By 2010, when the US pay TV industry recorded its first ever decline in subscribers, those pronouncements became more dire than ever. But time and data have repeatedly shown us that reports of TV’s death have been greatly exaggerated.

REPORT: CTV GROWTH SEES IT ACHIEVE SERIOUS REACH AS SPEND GROWS

30. 9. 2022 | 2 min read With some of the biggest advertising stories this year involving major streamers introducing advertising, a new report puts numbers behind that optimism. Why it matters Connected TV is going mainstream – and this report indicates a much larger reach than we last reported.

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 | 6 min read With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022 | 2 min read Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video.

IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

13. 9. 2022 | 2 min read The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year.

IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

11. 9. 2022 | 4 min read Live television is back in style.

WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP

5. 9. 2022 | 6 min read Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention.

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022 | 5 min read Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth

6 REASONS WHY LINEAR TV IS NOT DEAD

19. 8. 2022 | 7 min read Despite years of predictions about the imminent demise of linear TV it is still very much with us. What keeps it going and who is watching? [Updated August 2022]

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 | 8 min read Loren Cook and Bronwyn Sweeney are Creative Directors at MullenLowe and certified funny people (according to them). They share their thoughts on why, in the darkest of times, brands should keep looking on the bright side of life.

ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING

18. 7. 2022 | 9 min read Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments.

WHY DO CZECHS WATCH MORE TV? LAST YEAR IT WAS FOUR HOURS A DAY

15. 6. 2022 | 5 min read Even the massive rise of social media and streaming services has not deterred Czech viewers from watching classic linear TV channels. What's more, their viewership is continuously growing to last year's record of four hours a day (four hours and two minutes, to be precise). This, incidentally, is 48 minutes a day more than in 2007, as pointed out by Nielsen Admosphere, which provides electronic measurement of TV viewership for the Association of Television Organizations (ATO).

CZECHS WANT BOTH TV AND STREAMING SERVICES

2. 6. 2022 | 4 min read Linear broadcasting is still the most desired platform, agreed experts at the seventeenth annual Digimedia conference. The growing popularity of time-shifted viewing and streaming services, which still have great potential in the local market, was also confirmed.