SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW

18. 11. 2021 | 4 min read While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane.

TV ADVERTISING DRIVES CHEAPER ONLINE JOURNEYS

16. 11. 2021 | 2 min read The pandemic has boosted online shopping and retail media but TV advertising retains a vital role for advertisers, according to new research.

WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?

12. 11. 2021 | 5 min read Where does addressable TV advertising stand now, what challenges remain, and will 2022 really prove to be a tipping point?

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 | 5 min read Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic.

CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

25. 10. 2021 | 2 min read Modern connected TV viewers are more representative of the U.S. population than viewers of traditional TV platforms, according to a new survey from Magnite, a sell-side media platform.

UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 | 1 min read CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals. Why it matters With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV yields greater results than social media or traditional TV when it comes to engagement. The UK angle The report (CTV is for Everyone: 2021) from sell-side advertising platform Magnite reveals that: • Two thirds (65%) of British CTV viewers pay more attention to an ad on CTV than when an ad is seen on social media (22%). • British CTV viewers are 54% more likely to share personal information to receive relevant advertising, while 57% think it is important that brands align with their values and opinions. • British parents are easier to reach with CTV, especially households with teens: 45% of households with teens watch mostly streamed content. • CTV reaches diverse audiences including purchase decision-makers (68%), gamers (89%, of which 28% watch CTV only), light TV viewers (65%) and those born outside of the UK (69%).

ACTIONS, NOT WORDS: BRAND PURPOSE IN A SCHIZOPHRENIC CONSUMER WORLD

22. 10. 2021 | 16 min read Many consumers say they do not want to support sweatshops, but they still often buy the cheapest clothing and running shoes made in such places anyway. Companies today want to do better, but they are getting such mixed signals from customers. In this inspiring keynote, Samuel Scott will show how companies can navigate this complex environment and both help the world and sell more products at the same time.

VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS

19. 10. 2021 | 2 min read A new VAB report features case studies from Hulu, NBCUniversal, ViacomCBS, AMC Networks, Spectrum Reach, iSpot and TVSquared showing how streaming drove successful campaigns

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 | 7 min read In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose.

HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT

3. 10. 2021 | 5 min read Connected TV has become central to the story of marketing innovation. In 2021, the rise of this advertising channel has been marked by a surge of online audiences and a revolution in how performance and actionable engagement have become synonymous with CTV campaigns. As those elements come to the fore, the dynamics between performance marketers and brand marketers are evolving as well.

AMAZING PLACES HAS ITS FIRST VIDEO CAMPAIGN, DIRECTED BY ARICHTEV

30. 9. 2021 | 2 min read The spot is intended primarily for the online environment, but will also appear in Czech cinemas.

HOW DIRECT-TO-CONSUMER BRANDS ARE SHAPING TV’S FUTURE

23. 9. 2021 | 4 min read Today’s television ad industry owes a lot to digital natives, particularly direct-to-consumer (D-to-C) brands. This growing group of upstarts and disruptors has not only changed the way we as consumers buy everything, but it has also revolutionized the use of converged TV (linear, CTV/OTT, and addressable) for both data-driven performance and strategic reach.

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.

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.

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.

GROWTH OF ADDRESSABLE TV DURING THE PANDEMIC

5. 8. 2021 | 5 min read TV viewing across Europe has hit new heights during the lockdowns of the past 16 months as families crowd around their TV sets for must-watch shows. The renaissance of the living room during the pandemic has boosted broadcast and subscription services and alerted brands to new ways of approaching television advertising.

CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION

2. 8. 2021 | 4 min read Consumers choose brands for many reasons.

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.