SMART TV VIEWING TIME SOARS BY OVER A QUARTER IN THE US AND EUROPE

24. 2. 2025 | 2 min read Smart TVs have emerged as the main viewing device for US internet users, but in Europe broadcast TV still reigns, according to new research by Ampere Analysis.

NOT DRINKING IS A PLUS, SAY CZECH ACTRESSES IN THE PRIMA+ CAMPAIGN

24. 2. 2025 | 1 min read Three Czech actresses have lent their voices and faces to the stories of women who have struggled with the side effects of alcohol. The "Not Drinking is a Plus" campaign was born.

STREAMING SERVICES BOOST THEIR INVESTMENT IN SPORTS RIGHTS

23. 2. 2025 | 3 min read Streaming services will account for 20% of what is spent on sports rights this year, according to new analysis, as the likes of Amazon and Netflix invest in live events to drive new subscribers and to entice advertisers with sponsorship deals and brand opportunities. Why sports rights matter As the streaming market reaches saturation point, adding live sport has become a new path to acquiring and retaining subscribers – and there’s evidence that it works. According to reports, Netflix gained approximately 1.5m US sign-ups from the Tyson/Paul boxing match and roughly 700,000 subscribers from its deal to show NFL Christmas Day games.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 | 5 min read Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

ADC EXTENDS THE DEADLINE FOR ENTRIES TO THE ADC AWARDS

21. 2. 2025 | 1 min read Art Directors Club is extending the deadline for entries to this year's ADC Awards by one week.

U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

20. 2. 2025 | 6 min read Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use mobile devices or laptops while watching, so ads on linear TV can inspire consumers to take immediate action.

TUNING IN TO SUCCESS: STUDIO BRUSSEL AND WIN FOR LIFE’S BREAKTHROUGH

19. 2. 2025 Win for Life: +74% awareness among young adults (18-24) with Studio Brussel’s help.

WHEN THE BREAK IS AS MUCH FUN AS THE GAME. WHAT WAS THE HIGHLIGHT OF THIS YEAR’S SUPER BOWL COMMERCIAL BREAK?

17. 2. 2025 | 14 min read Super Bowl LIX once again attracted the attention of not only sports fans but also advertising professionals from around the world. Prices for 30 seconds of ad space reached all-time highs this year, and once again, we could watch campaigns from big brands and smaller players who took advantage of the opportunity to reach more than 126 million viewers. Whether it was funny spots, emotional messages or controversial messages, Super Bowl LIX confirmed its status as the advertising event of the year, leaving no one indifferent in the marketing world.

THE KEY TASKS OF THE TELEVISION INDUSTRY AND BRANDS ARE TO PROMOTE DEMOCRACY AND RESPECT FOR VALUES

17. 2. 2025 | 5 min read Speakers at egta Online Talk entitled Advertising in the Age of Giants: Protect Your Brand, Support Democracy discussed how the TV industry can best contribute to a safe media landscape and uphold responsible advertising.

TV ADVERTISING FACTS: VIEWERS ARE MORE LIKELY TO ACCEPT LIVE TV ADVERTISING, ACCORDING TO A SURVEY BY HUB ENTERTAINMENT RESEARCH

15. 2. 2025 | 4 min read Two-thirds of viewers find advertising on live TV more acceptable than in on-demand programmes. In VOD, viewers are receptive to advertising if it saves them money on their subscription.

MAJOR U.S. MVPDS AGREE ON DEFINITIONS FOR KEY MULTISCREEN TV ADVERTISING TERMS

14. 2. 2025 | 3 min read The agreement on terminology and how it is used will help simplify buying and selling of ads.

ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING

14. 2. 2025 In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing this into BVOD and Video by the end of the year. What is Interest Targeting? Unlike traditional methods that rely solely on search history and click behaviour, interest targeting also considers the context of the content being viewed. This dual approach ensures that ads align more closely with users’ interests and needs, leading to better engagement. It uses AI and machine learning to understand the sentiment and context of the content, and goes beyond key words but take into account additional criteria such as tone of voice and feelings of the content. Why is Interest Targeting Important? Interest targeting is a new approach to adapt to the digital market space. With increasing privacy regulations such as the phasing out of third-party cookies by major browsers, advertisers face new challenges. Interest targeting provides a future-proof solution by leveraging contextual and behavioural data without only relying on cookies. Therefore, interest targeting enables personalised advertising without breaching user privacy regulations. Users retain control over their data, and even those who opt out of data sharing can still receive relevant ads based on the context of their content consumption.

THE COOLEST VALENTINE’S DAY ADVERTISEMENTS: OUR FAVOURITE PICKS

14. 2. 2025 | 8 min read Valentine’s Day sparks lots of creative energy in the advertising world. And why not? It’s a prime chance to showcase sweet gestures, heartfelt stories, and sometimes a humorous spin on romance.

THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS

14. 2. 2025 Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country.

KANTAR SAYS AD TIERS RESHAPING STREAMING MARKET

13. 2. 2025 | 2 min read Data and analytics company Kantar says there’s a growing consumer preference for ad-supported streaming.

BRAD PITT, KEANU REEVES AND BRUCE WILLIS AS THE STARS OF ADVERTISING. FOREIGN MARKETING IS TEEMING WITH HANDSOME ACTORS

13. 2. 2025 | 10 min read Casting a celebrity actor in an ad usually costs a lot of money, but it pays off for brands. They know this abroad. Especially when the face of the brand is a handsome sight to behold, a tough guy or, on the contrary, a charismatic gentleman. Who wouldn’t want to drink coffee like George Clooney?

OMD AND PHD HAD THE HIGHEST SHARES IN ADVERTISING INVESTMENTS LAST YEAR

13. 2. 2025 | 2 min read Audit firm Media Strategy presents data as part of its PPA Ranking for the full year 2024.

STUDY EU: TV DOMINATES VIDEO IN EUROPE

12. 2. 2025 | 2 min read TV still dominates video in Europe, but viewing time in key markets drops by 30 to 55mn over 5 years.