FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

1. 4. 2022 | 5 min read The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But taking advantage of this new environment also requires a new way of thinking.

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 | 4 min read 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 | 5 min read The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.

WHAT’S THE POST-COVID FUTURE OF TV?

31. 8. 2021 | 4 min read If you spent a good chunk of the pandemic watching TV, you weren’t alone. TV viewership saw huge jumps, with daytime viewing hitting levels previously only seen on the weekend. And alongside those viewership changes were changes in production.

PANDEMIC HAS CHANGED VIEWING BEHAVIOUR

11. 6. 2021 | 3 min read The content landscape has changed dramatically as a result of the global pandemic.

I HAVE NEVER EXPERIENCED A SILLY SEASON, SAYS PAVEL ŠTRUNC, EDITOR-IN-CHIEF OF CNN PRIMA NEWS

3. 5. 2021 | 11 min read It has been a year since the new CNN Prima News brand was presented in the Czech TV market. “We must always be prepared for everything,” says Pavel Štrunc, Editor-in-Chief of CNN Prima News.

WHY TV ADS ARE STILL KING

27. 4. 2021 | 6 min read Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander.

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

25. 2. 2021 | 4 min read 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.

2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV

18. 2. 2021 | 6 min read 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.

A NEW DAWN FOR TV

14. 12. 2020 | 5 min read 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.

‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

7. 12. 2020 | 8 min read John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.

RECORD TV RATING IN OCTOBER, TERRESTRIAL RECEPTION PREVAILS

22. 11. 2020 | 4 min read In terms of TV viewing, October 2020 has been the strongest of all months of October since the start of people meter measuring in 1997.

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 | 9 min read As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? The Moon Unit examine the future of 'the hearth of the 20th century'.

WHY TV AND DIGITAL ARE THE PERFECT COUPLE

10. 12. 2018 | 4 min read What plays together, stays together. As advertisers and media buyers have flocked to digital advertising, something unfortunate happened: Television advertising, the medium that has always delivered a loyal, attentive audience—and has always been a master brand storyteller—began to get pushed aside for younger, “hipper” alternatives.

TV AUDIENCE SEGMENTS, AND WHY ONE SIZE DOESN’T FIT ALL

4. 12. 2018 | 5 min read Networks want to build audience segments to optimize tune-in campaigns, to reach the audience of a specific show or genre online, or to aid scheduling and show planning. These all lend themselves to different segment creation methodologies, as do the size and make-up of a network’s audience, and the number and types of shows they are segmenting.

WHAT THE GROWN-UPS THINK ABOUT TV

3. 12. 2018 | 7 min read Ahead of this week's Future TV Advertising Forum, and with a hefty new GroupM report by his side, Dominic Mills outlines the most important issues now facing the television industry

THIS IS WHAT ADVERTISING TRANSFORMATION LOOKS LIKE, SAYS NBCU AS IT OUTLINES ITS 2019 ROADMAP

27. 11. 2018 | 4 min read Linda Yaccarino, Chairman, Advertising and Client Partnerships at NBC Universal, has been outlining the company’s change vision for the year ahead, and re-iterating her determination that one of the world’s most important media companies will not settle for the status-quo and intends to ‘set the new standard’ for what ad-supported TV means for both consumers and marketers.

AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?

3. 10. 2018 | 4 min read Let's set the scene. The 1950s. A boom in affordable TV sets causes an increase in the number of small screens in homes across the United States. Families flock to their living rooms to watch new programming. With this boom comes the dawn of new advertising, as marketers can now directly reach consumers through TV program sponsorships, commercials and more.