TV THE ‘LEAST RISKY’ FORM OF ADVERTISING, FINDS NEW RESEARCH

21. 11. 2019 While return on investment varies depending on the brand and campaign, linear TV and broadcaster video-on-demand show up to three times less variance than other media.

WORLD TELEVISION DAY CELEBRATES THE DIVERSITY OF TV CONTENT AROUND THE GLOBE

20. 11. 2019 TV professionals around the world celebrate World Television Day on 21 November to remind us that TV is so much more than linear viewing. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide.

EGTABITE 277: MARY POPPINS RETURNS – RMB AND FLASH’S CREATIVE PROMOTIONAL CAMPAIGN FOR WALT DISNEY PICTURES

8. 11. 2019 Supercalifragilisticexpialidocious. Does this very long word sound familiar or is it just some gibberish you cannot really pronounce? Mary Poppins was an important part of a carefree childhood era to many, but to some, especially the millennial generation, it is just an archaic fictional character they do not know much about. This week’s egtabite features an innovative format from RMB’s creative unit called FLASH, aiming to reconnect younger audiences with the famous character, right in time for the Mary Poppins Returns movie release. A creative case The in-house Content and Creativity Unit of RMB, a sales house in the south of Belgium, called FLASH, was in charge of the creative format for their client Walt Disney Pictures.

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

29. 10. 2019 Advertisers — and NBC Universal parent Comcast — will no doubt rejoice.

PARADOX: STREAMING WARS WILL BE GREAT FOR TV ADVERTISERS

14. 10. 2019 We’re in the midst of the streaming wars, as Netflix, Amazon Prime, Hulu and a host of smaller players like Tubi, Fubo and CBS All Access fight to win new streaming video subscribers.

CONNECTED TV AD SPEND IS GROWING BUT THERE ARE STILL PLENTY OF CHALENGES

8. 10. 2019 Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud. In our newest report on US digital video, we look at connected TV’s limitations and what leaders in the industry think.

CZECH PRIMA PROMOTES HBBTV

7. 10. 2019 The Czech national broadcaster Prima will soon start to complement the HbbTV verification of smart TVs by Ceske Radiokomunikace (CRa) with its own iPrima seal.

WIEMER SNIJDERS, AUTHOR OF THE EAT YOUR GREENS BESTSELLER, SHARED HIS BEST MARKETING KNOW-HOW AT THE TV ON THE MOVE CONFERENCE

1. 10. 2019 Traditionally, early October saw a conference of the Association of Commercial Television intended primarily for advertisers and media agencies. The key topic of the TV ON THE MOVE conference was the TV development in the post-linear era when TV is no longer and will never be just a screen in the living room.

EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G

13. 9. 2019 #Sharetheload - DPG's cross-media campaign for P&G Our first egtabite after the summer months features a creative case from DPG Media (former Medialaan in Belgium), who managed to leverage the synergy of a newly created cross-media, client-centric structure (a special creative and branded content department) illustrating perfectly how TV can accelerate the success of a content campaign.

THE SCIENCE OF BRANDING: HOW BRANDS MAKE US “THINK DIFFERENT”

12. 9. 2019 Brand exposure could have a profound effect on our behavior.

TRADITIONAL AND ADVANCED TV ARE MELDING IN REAL TIME

16. 8. 2019 Just in case we needed more evidence of the central role that advanced TV is already beginning to play in the media ecosystem, this week’s announcement of the re-merger of CBS and Viacom underscored it, big-time. In years past, the news would have been totally dominated by the traditional measures of power: ViacomCBS is now #1 in TV audience, with a 22% share of total prime-time viewers, and boasts a combined $8 billion in national TV ad revenue.

UK: ADDRESSABLE TV AD VIEWERS ARE MORE ENGAGED

16. 8. 2019 The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.

WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED?

8. 8. 2019 The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end up reshaping in their own image much of how TV advertising operates.

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

31. 7. 2019 New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad.

TOO MANY STREAMING CHOICES LEADS SOME VIEWERS BACK TO TRADITIONAL TV

15. 7. 2019 Content abounds on streaming services like Netflix, Hulu and Amazon Prime Video. But when viewers are faced with too many choices of what to watch, some end up tuning out.

WHY EMOTIONS IN ADVERTISING ARE THE KEY TO SUCCESS

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EXPOSING THE BLACK HOLE OF ONLINE VIDEO ADVERTISING

28. 5. 2019 There were lots of interesting things to catch the eye in the Advertising Association/Warc annual adspend figures for 2018 – not least the rapid growth of Broadcaster VOD advertising, up 29% to £390m and forecast to grow at a similar rate for the next two years. Total TV investment was stable year on year at £5.1bn.

EGTABITE 262: D2C BRANDS LOVE TV: GREENWEEZ, A FRENCH PIONEER OF ONLINE SALE OF ORGANIC PRODUCTS, GAINS RECOGNITION THANKS TO A TV CAMPAIGN

24. 5. 2019 In today’s fast paced advertising world, it is becoming increasingly difficult for small brands to stand out. Online brands face strong competition, weak image and a general perception of unreliability. In the USA, the VAB have identified a clear trend of D2C (direct-to-consumer, sometimes called “pure players” in Europe) brands moving ad dollars into TV advertising, collectively spending over $2.5 billion on TV advertising in 2017. This trend is now coming to Europe, where online players are significantly investing in television, as it is driving strong ROI for them. In France alone, pure players invested €781,4 million in television in 2018. This week’s egtabite features one such successful TV campaign for an online shop which wanted to boost its brand awareness, Greenweez. Pure player and bio specialist Greenweez is a small start-up, specialising in the sale of organic products, in the nutrition, beauty and hygiene sectors. For 10 years, it has been a number one brand on the French market. However, despite this and its acquisition by Carrefour in 2016, Greenweez’s reputation was still dramatically low.