Tag: advertising
EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
10. 4. 2020 This week’s egtabite features an in-depth ROI study of the Finnish market - conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements - which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the long-term and delivers a strong argument for advertisers to invest in Total TV. Total TV advertising measurement In Finland, 99% of the population watches TV content on any device. The viewing time of just under 3 hours per day (2h 42min) has remained pretty stable for the past decade, with commercial broadcasters representing 52% of the market. Nonetheless, there was a need for an in-depth ROI study, with advertising measurement added to Total TV.
IF YOU’RE IN MARKETING, NOW IS A TIME TO SPEND, NOT BEND
6. 4. 2020 There are very few upsides for anyone right now. A record number of companies, big and small, find themselves just weeks from insolvency. Employees are being let go in record numbers. And the media is collapsing as advertising dries up and a long, difficult and painful recession lumbers into view.
BRANDS IN A PANDEMIC WORLD: INSIGHTS FROM KANTAR’S COVID-19 BAROMETER
27. 3. 2020 New research from Kantar uncovers how people’s media habits, attitudes and expectations can guide brands’ strategy during the coronavirus pandemic in order to remain afloat now and to bounce back once the worst has passed.
THE VALUE OF TV IN THE TIME OF CORONAVIRUS
26. 3. 2020 TV advertising has an important role to play in keeping commerce going through the coronavirus crisis.
TV VIEWERS JUST WANT EASE OF ACCESS TO CONTENT
2. 3. 2020 Even though the range of services and devices for watching TV has proliferated in recent years, broadcast networks and advertisers should be aware that most viewers don’t care about the technology provided they get to watch what they want. About three-quarters (74%) of global TV viewers, rising to 76% of Australians, feel this way, leading a senior executive at ViacomCBS to advise that viewers think of TV as content rather than the number and proliferation of the tools to access it.
EGTABITE 291: ARE UNEXPECTED ADS EFFECTIVE? – CHANNEL 4’S PL4Y-BACK AD RESPONSE STUDY
28. 2. 2020 While creative solutions are often the ideal way for TV companies to attract new advertisers, it sometimes remains challenging to prove to clients and brands that their investments in a channel’s creative formats are paying off.
VIDEO PROVIDERS STEP UP PODCASTING GAME
12. 2. 2020 Recognizing that podcasts are a powerful companion to video, a growing number of linear and digital video services are creating podcasts that align with their audiences' tastes. The podcasts cover everything from reality TV stars to history lessons to even iconic sci-fi shows, such as Battlestar Galactica.
VIEWERS ARE KILLING TV MEASUREMENT AND SOMETHING HAS TO CHANGE
11. 2. 2020 In an era of connected TV, direct-to-consumer streaming, and the bewildering consumption habits of Generation Z, TV measurement faces dramatic change. No available currency today can independently cover the increasingly diverse and fragmented ecosystem of multiplatform video distribution. Attempts to assess the value, depth and reach of a viewing instance against a common denominator will suffer greater inaccuracies from poor integration of new platforms and models.
TOP 11 VALENTINE’S DAY ADS
10. 2. 2020 It’s that time of year again. Can you feel it? Overpriced bouquets of roses being bought, people frantically trying to get a reservation at any restaurant they can and engagement ring sales are soaring through the roof. For those of us who are single, we are buying red wine and romantic comedies for the big night, or is that just me?
HOW GOOGLE, FACEBOOK, MICROSOFT, AND AMAZON BECAME THE MOST MANIPULATIVE ADVERTISERS ON TV
4. 2. 2020 The biggest ads from the biggest brands in big TV moments used to be dominated by cars, candy, and beer. Now—like everything else—it’s Big Tech.
WHY TV ADVERTISING IS STILL THE DRIVING FORCE BEHIND AUTO SALES
3. 2. 2020 A multi-platform approach is essential in successfully targeting auto buyers. But it's important to remember that, when it comes to reaching those potential buyers, TV advertising still tops the list. If your auto client is considering scaling back on their television media buy, then they're in danger of missing out on the most important aspect of the auto buyer's purchase journey. It's a choice that could end up costing them way more than it saves.
EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
31. 1. 2020 What is TV advertising really good for – offering short-term activation or long-term impact on brands? Any discussion of TV as an advertising medium is likely to involve buzzwords such as branding, image advertisements and long-term advertising impact. But what happens immediately after a TV spot airs? This week’s egtabite features Goldbach Media’s TV campaign for their client Librio that proved to deliver both short-term activation and long-term advertising impact Swiss start up’s debut on TV Librio is a Swiss publishing house specialising in personalised children’s books. The young e-commerce company was founded in Zurich in 2017 and has since sold more than 30,000 books in more than 70 countries. Its previous marketing measures were limited to the most common online channels such as search engine marketing, display advertising, social media campaigns, and influencer marketing.
ADVERTISER LEADERSHIP CRITICAL FOR CROSS-CHANNEL VIDEO AD MEASUREMENT
30. 1. 2020 I’m writing this from Paris, where I’ve spent the past two days talking about the future of video ad measurement across television, over-the-top TV platforms, and video ads on the large digital search and social platforms, thanks to events hosted and driven by EGTA, the global trade association of TV ad sellers, and WFA, the World Federation of Advertisers.
ALZA.CZ IS POURING MORE MONEY INTO ADVERTISING THAN KAUFLAND AND LIDL
22. 1. 2020 In 2019, TV aired more ads again in the Czech Republic with ad spots going up in price. According to Nielsen Admosphere, Alza.cz, the Czech largest e-shop, was the most powerful advertiser of the year.
FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS
6. 1. 2020 Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis.
WHY TV IS MOVING TO IMPRESSIONS-BASED MEASUREMENT AND AUDIENCE TRADING
17. 12. 2019 Viewers, advertisers have come to expect more personalization, focus
EGTABITE281: EMOJI HUNT BY M6- INNOVATIVE USE OF CONTEXTUALISED AD BREAKS
6. 12. 2019 In an ever-changing advertising landscape, advertisers and sales houses alike need to keep abreast of the latest consumer trends, capturing the consumer’s attention in new innovative ways. This week’s egtabite puts the spotlight on such a creative case by the French sales house M6 Publicité, aimed at both entertaining viewers and engaging them by jumping on a current trend: The Emoji Hunt. The hunt is on The M6 Emoji Hunt contest, created for the French postal service La Poste, was inspired by the Pokémon craze of 2018, where people were encouraged to hunt Pokémons through an augmented reality app on their smartphone. The Emoji Hunt was also sparked by the increasingly frequent use of emoji’s in a wide range of communication channels - both by consumers as well as brands.
EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
22. 11. 2019 Artificial Intelligence (AI) is advancing as we speak, changing the world we live in, making our lives more convenient. In a media landscape where advertisers are seeking maximum visibility for their products, TV advertising is pushing the envelope and constantly developing new forms of advertising. This week’s egtabite puts the spotlight on such an innovative solution developed by IP Deutschland: a contextual video tagging campaign, using the power of AI. AI meets premium content in the premium environment IP Deutschland’s Solutions Department, in close collaboration with Cologne Broadcasting Center, Info Network and RTL Interactive developed an in-house AI tool for TV advertising and successfully tested the delivery of advertising in a contextually appropriate environment. The great advantage of this newly developed AI tool is the ability to analyse content in real-time - finding the most appropriate time to feature an ad.