AVOD PLATFORMS FORECAST TO GROW TO $18 BILLION BY 2025

8. 3. 2021 Advertising video-on-demand platforms (AVOD)-- a subset of all connected TV -- are expected to see skyrocketing growth over the next four years, rising to $17.8 billion, according to MoffettNathanson Research.

TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

25. 2. 2021 If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts what they’ll do in the future. If you wait to survey them (attitudinal research) or to see if they buy from you (attribution), then the signal will be either too weak or too late to help you.

ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025

22. 2. 2021 Advertising revenue of ad-supported online video services is expected to double by 2025. But the market is dominated by linear TV.

BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

19. 2. 2021 Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics -- as well as some eye-opening fraud issues -- CTV advertising dollars are estimated to rise to $11 billion.

TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY

19. 2. 2021 "Our primary impediment to [advertising] growth at this point is the behavior of TV buyers."

2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV

18. 2. 2021 Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services.

SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING

15. 2. 2021 In the third and last issue of the series on TV market development, we will focus on how companies including e-commerce businesses use TV advertising for long-term brand building. In the following years, TV will face a number of issues - its VOD services and the introduction of addressable advertising.

DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD

2. 2. 2021 It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip.

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.

VIDEO ADVERTISING 2021-2024

14. 1. 2021 The video ad world will change more in the next three years than it has in the past 60. What was built originally as a brand-building channel is quickly evolving into one of the most important customer acquisition and performance channels available to marketers.

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 involves a big investment in creative and the impact of the campaign can often take time to measure. So where does TV advertising fit into 2021 planning?

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.

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?

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.

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 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 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 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 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.