ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
12. 1. 2021 With 2021 around the corner, marketers and advertisers will be reviewing their budget and mix of spend with increased scrutiny. It is a time for, albeit busy, reflection. TV and SVOD services have seen a surge in screen time throughout the various lockdowns and are looking for ways to continue to engage viewers. However, TV advertising typically… Continue reading ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
11. 1. 2021 As potential consumers, we are exposed to several thousand advertising messages every day. Some of them try to appeal to our reason, others to our emotions. In any case, the aim of advertising is to sell and build brand awareness. Psychologist Jan Urban explains which type of advertising is more effective and why. The answer… Continue reading WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
WHAT WILL TV LOOK LIKE IN 2021?
6. 1. 2021 In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021? It’s impossible to look forward at the state of the media and entertainment media industry without taking a glance backward at the past year. And that view is one littered with debris: shutdowns, layoffs, regulatory… Continue reading WHAT WILL TV LOOK LIKE IN 2021?
MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
4. 1. 2021 Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year. Any crisis creates room for innovations. This year’s crisis, caused by the coronavirus pandemic, is no different in this respect. The world that lost confidence expects new certainties. And brands can help it. The next… Continue reading MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
1. 1. 2021 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… Continue reading ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?
TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
24. 12. 2020 Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal. The past year has been a bruising one for the television industry. Covid-19’s rapid descent on the globe turned off TV’s programming spigots, leading to a drought in advertising revenue. Consumers stuck at home continued to cord-cut or otherwise move over to… Continue reading TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL
UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
17. 12. 2020 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. Speaking on a panel at the Future of TV Advertising Global, Richard Brooke said: “As a company that sells to 2 billion plus consumers a day on an annualised… Continue reading UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES
A NEW DAWN FOR TV
14. 12. 2020 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. TV has changed more in the last 10 years than in the previous 50, with over 150 channels, an array of… Continue reading A NEW DAWN FOR TV
‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
7. 12. 2020 John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change. Mark Twain, Blaise Pascal, Winston Churchill, Dostoevsky – just a few of those who have been credited with variants of the phrase, “sorry for the long letter, I didn’t have time to make… Continue reading ‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’
FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
7. 12. 2020 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… Continue reading FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021
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. “It could have been worse.” That’s the verdict of advertising giant GroupM in newly published research about the… Continue reading ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS
29. 11. 2020 A mistake is often made by the Silicon Valley “insiders” when they lump all traditional media into one big (failing) bucket. Newspaper advertising in print has been decimated, but TV advertising has actually held up quite well, even during the pandemic. While we are all watching a lot of Netflix (NFLX -0.6%), advertisers know that millions… Continue reading TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS
RESEARCH: TV HELPS LEGITIMISE YOUNGER BRANDS
20. 11. 2020 Effectv, the advertising sales division of Comcast Cable, in partnership with industry body VAB, has released a new report, The Halo Effect: TV as a Growth Engine, which analyses TV’s influence on businesses’ ability to drive financial outcomes and growth by life stage. The analysis found that both direct-to-consumer (DTC) and non-DTC brands across all life stages… Continue reading RESEARCH: TV HELPS LEGITIMISE YOUNGER BRANDS
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. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the month of April – a year-on-year rise of almost a third. The average UK… Continue reading HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING
WHAT IS THE FUTURE OF TELEVISION ADVERTISING?
19. 10. 2020 As the screen-watching landscape continues to change and viewing habits switch, can television – and therefore television advertising – hold its own? The Moon Unit examine the future of ‘the hearth of the 20th century’. Television is finally on its way out, and television advertising along with it. Or so they say. Truth is, that… Continue reading WHAT IS THE FUTURE OF TELEVISION ADVERTISING?
ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE
9. 10. 2020 A lockdown fuelled television boom has brought an unprecedented boost to TV ad exposure according to the Advertising Standards Authority (ASA). The regulators figures – sourced from the Broadcasters Audience Research Board (BARB) – reflect the rapid evolution of advertising and advertisers to respond to our needs and wants in an era of public health… Continue reading ASA DATA REVEALS UNPRECEDENTED LOCKDOWN BOOST TO TV AD EXPOSURE
TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING
29. 9. 2020 A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents. Thinking Inside the Box was commissioned by addressable TV finder Finecast, in collaboration with research specialists… Continue reading TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING
UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY
24. 9. 2020 Major new study reveals that media channels differ widely in their ability to communicate vital brand signals. • TV consistently delivered the strongest signals across all categories and audiences • Social media and video sharing sites performed significantly below average • Advertising on TV will deliver double the perceived level of quality & popularity than… Continue reading UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY
