STUDY CANADA: TV REACHES THE LARGEST AUDIENCES

21. 3. 2022 | 3 min read Despite the growth in streaming, TV continues to draw in the largest audience. Based on our access to the latest data, along with evidence from other industry experts, TV is still strong today and the best place for marketers to invest their advertising dollars.

ADVERTISING INVESTMENT IN MEDIA GROWS IN DOUBLE DIGITS THIS YEAR

17. 3. 2022 | 1 min read According to data from Nielsen Admosphere monitoring, the first two months of this year are significantly better than January and February 2021 in terms of total advertising investment in media.

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

15. 3. 2022 | 2 min read One-third of ads use some form of humour and those that do are more effective.

THE CTV/OTT ADVERTISING INDUSTRY: WHAT LIES AHEAD IN 2022

15. 3. 2022 | 7 min read The explosive growth of Connected TV or CTV adspend is attracting new players and Unruly’s Lee Smith looks at how this will impact the issues of content, services and technology for the platform.

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022 | 9 min read The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new. There may even be a creative renaissance in the making.

HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS

10. 3. 2022 | 5 min read Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance.

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

8. 3. 2022 | 7 min read Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago.

OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?

8. 3. 2022 | 3 min read When we think about digital media, we are mainly considering social media platforms, websites and streaming services. TV advertising tends to feel very different, perhaps because it has been around for so long. But don’t mistake it for an outdated service. Adverts on the television hold more potential than you may realize, and are certainly not being killed by digital media. You need to start thinking about how you can use TV advertising to bring out the best from your brand. It’s a great way to draw in more customers. TV advertising: Is it dead? TV has been around for a very long time. Many people may see it as an old medium for advertising during commercial segments. But honestly, it is not something to just be ignored. Using TV advertising is the perfect way to establish your brand’s image, especially if you are a start-up company. To display an advert on a TV channel like Sky, ITV or Channel 4 requires your company and advertisement to be screened extensively. TV is known as a trusted medium, therefore it’s more likely that people will believe what your brand has to offer. Digital media may not be judged as positively as television commercials are, because the online world is full of spam and scams. That’s why it’s impossible that digital media will be able to “kill” TV advertising. Technology & TV Nowadays, TV is a lot more than just clicking a button and seeing what is available to watch. You may think that only the internet is the place where advertisers can freely place their adverts on any type of streaming system. But honestly, that is what makes them a problem. Spammy adverts can lead to people clicking off them immediately. However, for TV, addressable advertising from companies like Finecast can ensure that advertisements are personalized towards the viewer. That means that it’s more likely that a viewer will purchase something that they like the look of. Marketing experts can use data that is provided by the client to tailor these advertisements towards an audience. Creative brands In the online world, advertisements just tend to up pop up randomly before programmes. Although some may not be skippable, audience members tend to want to ignore them rather than focus on them. TV advertisements tend to be a little more creative than ones found online. Many advertisers like to use advertisements that suit the programme they are combined with. For instance, if the programme is a police-related drama, the creative team may try and make the advert have an investigation theme. This will make it more memorable and likely that customers will buy the product. So, be creative with your advertisements to make them stand out. Combining digital media and TV advertising Honestly, if we were to give you any advice, it would be to use both online and TV advertisements for your products. Both have their flaws, but with both mediums you will be able to put your brand in view of a loyal audience.

ARE QR CODES THE KEY TO SHOPPABLE TV?

7. 3. 2022 | 2 min read Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide.

5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

7. 3. 2022 | 10 min read We list the best digital marketing campaigns to help you find your next great marketing idea.

IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER

3. 3. 2022 | 5 min read After promoting masks and social distancing, advertising creative is officially moving on.

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022 | 5 min read Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones.

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022 | 7 min read We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.

TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?

1. 3. 2022 | 15 min read In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising. Its producers started absorbing new topics and brands wished to come up with more up-to-date messages. However, many of them paid dearly for it. But let us focus on those who have coped well with the challenging reality. Even in a time of pandemic, we have found out that that there is still room for creativity.

WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN

28. 2. 2022 | 5 min read CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in symbiosis.

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 | 6 min read Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency.

OPERATORS AND TV NOVA WANT TO TACKLE “AD SKIPPING” TOGETHER

23. 2. 2022 | 5 min read IPTV operators consider it necessary that the change in the offer relating to skipping ads in the backview is discussed in the light of customer needs and that the discussion takes place across the market. TV Nova agrees with this.

RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING

18. 2. 2022 | 3 min read Magnite, the independent omnichannel sell-side advertising platform’s study, CTV Live Streaming: TV’s Next Big Moment, finds broad adoption of live streaming TV among CTV viewers across all age groups.