THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022 | 10 min read Creative and media are finally getting back together. Just not in the way we imagined it would.

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022 | 2 min read Advertiser Perceptions said 24% plan to spend more on linear TV

WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

13. 1. 2022 | 2 min read TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands?

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022 | 5 min read Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 | 11 min read What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

6. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month.

TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS

6. 1. 2022 | 3 min read TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data.

2022 NEW YEAR’S PREDICTIONS FOR GAMING, TV, ADVERTISING AND DIGITAL MEDIA

31. 12. 2021 | 5 min read As we near the end of 2021 it is time to look back at my predictions for 2021 and see how I did. In 2020 I gave myself a B (3.25 out of 4) and you can read my 2020 predictions and self evaluation here. You can read my self-grading for 2021 for each prediction here. This year I scored myself at 3.77 (out of 4), a strong A-.

MEDIA 2021: VIDEO AND AUDIO ON DEMAND, DIGITALISATION AND PAYWALL

30. 12. 2021 | 18 min read Ongoing efforts to impose a charge on online content, boosting the offering of content on demand or new thematic TV and radio stations. Here is the recapitulation of events in the media market in 2021.

DIGITAL AD DOLLARS SHIFT TO CTV – AND OTHER 2022 PREDICTIONS

29. 12. 2021 | 7 min read This being prime predictions season, I thought we’d end 2021 with a few offered by executives at some of the ad-tech and measurement firms on the front lines. The comments have been edited for flow and length purposes.

CHRISTMAS AND TV: WHAT YOU NEED TO KNOW

21. 12. 2021 | 4 min read Christmas and TV go together like port and Stilton, turkey and stuffing, or a nut roast and disappointment.

MEDIA INVESTMENTS SURPASSED LAST YEAR’S VOLUMES IN NOVEMBER

17. 12. 2021 | 1 min read In this year’s eleven months, all media types show higher volumes of ad investments than in the comparable period last year.

THE REASONS CTV WILL REIGN IN A COOKIELESS WORLD

14. 12. 2021 | 6 min read The pandemic has accelerated a shift to connected TV viewing and the ability to target those audiences is becoming more sophisticated. Now the industry is poised for transformation on measurement, says TVSquared’s Darren Moore.

TV ADVERTS THAT HAVE SHAPED CHRISTMAS. RANGING FROM CHOCOLATE BELLS TO ELTON JOHN’S RETROSPECTIVE, THEY HAVE CHANGED THE VIEW OF THE HOLIDAYS OF GENEROSITY AND MUTUALITY

10. 12. 2021 | 13 min read What ingredients must an iconic Christmas ad contain? Why is Christmas such a significant event in the TV world to basically form an advertising category per se? Europeans have a clear idea – they want to spend their Christmas holidays in mutual proximity. Ad makers have been aware of that for decades. Some spots have even gained such a high reputation that they have become the triggers of Christmas spirit. Do you know the most ground-breaking ads? For hints, refer to an Anglo-American cookery book.

HOW TO HARNESS THE POWER OF CONNECTED TV

10. 12. 2021 | 8 min read Connected’ by Samsung Ads, brought together the industry’s sharpest minds to explore how Connected TV (CTV) is creating new opportunities for advertisers.

THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

8. 12. 2021 | 8 min read There’s a bit to cover in these insights we share – so grab the popcorn and settle in

SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET

7. 12. 2021 | 2 min read Within the next year, three in five people could start to boycott brands that don’t act on climate change, new research says, but the effect of media delivery and consumption of advertising on carbon emissions has so far largely escaped public attention.

THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST

6. 12. 2021 | 26 min read A STRONG FOUNDATION FOR GROWTH