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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.
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.
ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT
17. 9. 2020 A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.
WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING
11. 8. 2020 No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to just 1% in 2010.
HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY
10. 7. 2020 Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising.
GEN Z ACQUIRES A TV HABIT
19. 6. 2020 Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently.
FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT
1. 6. 2020 As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends.
THE FUTURE OF TV PLANNING
18. 5. 2020 One of the questions I was asked at Mediatel’s recent Future of TV event was “Will more streaming mean a more diverse distribution landscape for ad-supported television, and how should advertisers think about the opportunity in this space?” or words to that effect.
WHY NOW IS A GOOD MOMENT FOR BRANDS TO ADVERTISE ON TV
24. 4. 2020 Television audiences have gone through the roof because of the coronavirus lockdown, but will advertisers use the spike in engagement to drive brand-building campaigns, given the economic uncertainty? That is the billion dollar question, and according to Mike Shaw, Director of Advertising Sales at Roku, the answer should be ‘yes’. He has a long list of reasons why brand activity now, rather than later, will pay handsome dividends.
TV VIEWING IN THE UK UNDERGOES PROFOUND CHANGE
24. 4. 2020 The British Government ordered the UK to go into lockdown on March 23 and, after a month of self-isolation at home, a new study has revealed dramatic changes to TV viewing habits.
PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN
23. 4. 2020 There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week.
5 WAYS CORONAVIRUS IS CHANGING OUR VIEWING HABITS
25. 3. 2020 What has changed in how people consume media, and what does it mean for advertisers?
WHY MEDIA MATTERS NOW MORE THAN EVER
23. 3. 2020 The COVID-19 outbreak is a global health crisis that has upended our daily lives. With millions confined at home, agencies, clients, and the media industry as a whole will experience unknown pressures. In the world of media planning and buying, that will lead to focusing investments and partnerships on meaningful media. By creating purposeful content, or sometimes, simply financially supporting media brands that are taking the right action themselves. These are the moments when media really matters.
ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY
20. 3. 2020 Time spent in front of a TV screen has increased on average by 45 minutes per day, TV news rating has even doubled.
CZECHS SPEND MORE AND MORE DAILY TIME WITH MEDIA
9. 3. 2020 The increase in time we dedicate to media relates to the expansion of electronic devices in population, shows Nielsen Admosphere’s data.
FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY
13. 2. 2020 If you're like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts who believe most strongly in the importance of results-driven advertising have been acknowledging the critical importance of brand building to long-term success.
VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE
11. 2. 2020 In an era of connected TV, direct-to-consumer streaming, and the bewildering consumption habits of Generation Z, TV measurement faces dramatic change. No available currency today can independently cover the increasingly diverse and fragmented ecosystem of multiplatform video distribution. Attempts to assess the value, depth and reach of a viewing instance against a common denominator will suffer greater inaccuracies from poor integration of new platforms and models.