BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 | 5 min read It's easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns (private company valued at over $100 billion) – all thanks to high return-on-investment (ROI) memorably and measurably.

MEDIA AD INVESTMENTS REMAINED ABOVE LAST YEAR’S LEVELS IN AUGUST

21. 9. 2021 | 1 min read The volume of monitored media ad investments for the first eight months of this year remains above the last year’s comparable period, indicates the data of Nielsen Admosphere.

HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES

16. 9. 2021 | 5 min read Emotional advertising connects brands with audiences in a personal, human way. It’s a technique that dates back years, but has been used a significant amount over the past couple of years, particularly during the pandemic. In this article, you will learn what emotional advertising is, plus our top emotional marketing strategies, how they work, and effective emotional advertising examples. WHAT IS EMOTIONAL ADVERTISING? Emotional marketing refers to advertising efforts that play on an emotion to make the audience notice, remember, share and take a more involved action like donate or buy. Emotional marketing can tap into emotions such as happiness, humour, sadness, anger or fear to elicit a consumer response. The idea behind emotional marketing is that it helps people to decide with their hearts, which is said to have more influence on decision making than their minds. Not only that, but emotion and memory are linked, so your audience has a higher tendency to remember your brand and the content. EMOTIONAL STRATEGY IN ADVERTISING In advertising, emotional strategies are used to stimulate the emotional triggers that influence how we make decisions. Content that evokes a strong emotional response is twice as likely to be shared or interacted with. Traditionally emotional advertising was about making people cry – the pandemic saw lots of this with nearly every other brand talking about community or togetherness and of course, the sad piano music. This video showcases it well.

WHEN IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS

6. 9. 2021 | 4 min read The explosion of consumer choices in the video universe may not have changed things as much as you think. From a brands-eye view, the options for effective video advertising are quite simple. Kim Portrate explains.

IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC

23. 8. 2021 | 4 min read Australia’s direct-to-consumer (DTC) brands are capitalising on Australia and New Zealand’s ecommerce growth – the highest across the globe at +107% in Q3 2020 – to expand their market presence. And they’re using TV to do it.

RESEARCH: 6 IN 10 US HOMES AVOD VIEWERS

19. 8. 2021 | 3 min read According to research firm TDG, six-in-ten connected-TV households now watch a free ad-supported streaming service on television. YouTube remains the dominant free VoD provider, with free ad-supported streaming TV services (FASTs) such as Pluto TV and IMDb seeing growing audiences.

LINEAR TV CONSUMPTION REMAINS ABOVE PRE-PANDEMIC LEVELS

9. 8. 2021 | 2 min read An overview of linear TV consumption and daily reach in Australia, Germany, the United Kingdom and the United States in Q2 2021.

NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021

26. 7. 2021 | 5 min read Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year.

OPINION: TV ADVERTISING HAS EVERYTHING IT NEEDS TO PERFORM

22. 7. 2021 | 4 min read Marketers shouldn’t lose sight of the fact that they are living in a period of data abundance

LINEAR PROGRAMMING MIGHT NOT BE DEAD AFTER ALL

21. 7. 2021 | 4 min read Ad supported streaming options continue to become more popular according to Horowitz Research.

AD INVESTMENTS IN THE MEDIA WERE GROWING IN THE FIRST HALF OF 2021

21. 7. 2021 | 2 min read According to monitoring, the first half of 2021 brought more money from ad sales to the Czech media than the first half of last year.

MEDIA SPEND RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

19. 7. 2021 | 5 min read Latest Payback study examines channels with scale, less risk, plus short & long term impact

UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING

13. 7. 2021 | 4 min read Diversity and Inclusion are major themes for advertisers right now, as the last few years have made it plain how poorly marginalised communities feel they have been represented in traditional advertising. Across every channel and sector there’s an interest in representing diversity better, more authentically, but also more effectively. We’ve all seen ads which feel tokenistic, stereotyped or embarrassing, and there can be a fear of getting it wrong.

OVER-THE-TOP AND CONNECTED TV ARE HAVING A MOMENT

12. 7. 2021 | 5 min read During a time when adtech is experiencing tectonic shifts in how it handles consumer data privacy and obtains information about its audiences, the over-the-top (OTT) and connected TV (CTV) channels bring welcomed new opportunities to marketers. They are some of the biggest marketing channels at the moment, and they have a phenomenal reach with significant measurability in understanding the customer journey.

INCREASE IN ONLINE SERVICES CAN IMPACT THE COST OF TV GRP

1. 7. 2021 | 4 min read The growing demand for TV advertising on the one hand and the excepted growth in streaming services on the other hand can have an impact on the development of prices for TV GRP.

THE FUTURE OF VIDEO ADVERTISING: THINK BIGGER… AND SMALLER

1. 7. 2021 | 5 min read The point where TV meets digital is currently one of the most exciting places in media.

PRESSURE ON TV AD PLACEMENT IS GROWING, PRICES ARE LIKELY TO GO UP

30. 6. 2021 | 4 min read The clients’ initial cautiousness disappears and TV ad autumn might be strong as indicated by the estimates of TV market development.

USA: STUDY TV WITH OR WITHOUT ADS? IT DEPENDS ON DELIVERY: STUDY

28. 6. 2021 | 2 min read When it comes to ad-supported TV platforms and networks versus ad-free TV services, one study says the decision is still mixed -- essentially a hung jury.