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WHAT WILL TV LOOK LIKE IN 2021?
6. 1. 2021 | 10 min read In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021?
MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
4. 1. 2021 | 7 min read Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year.
ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
1. 1. 2021 | 17 min read Editor's Note: Enjoy this special encore post, which was one of our readers' favorites in 2020 and which was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply:
TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
24. 12. 2020 | 6 min read Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal.
UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
17. 12. 2020 | 4 min read Television is a highly cost effective media for large advertisers, Unilever’s global media operations director has said, with new developments in advanced TV further increasing the value of the channel.
A NEW DAWN FOR TV
14. 12. 2020 | 5 min read TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones.
‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
7. 12. 2020 | 8 min read John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.
FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
7. 12. 2020 | 13 min read By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or postponed such as the Tokyo Olympics. Meanwhile, there was a contentious election and in January the U.S. will have a new President. What else could happen in 2021? We asked some experts.
ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
3. 12. 2020 | 5 min read 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 | 8 min read 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 | 2 min read 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 | 4 min read 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 | 3 min read 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 | 2 min read 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 | 6 min read 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 | 4 min read 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 | 3 min read 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.