FROM BRANDING TO ACTION: BEST PRACTICES FOR USING QR CODES IN PERFORMANCE CTV

12. 9. 2025 At the most recent NewFronts, TV manufacturers Samsung and LG and Fox-owned streaming service Tubi all talked about integrating QR codes into their ad offerings. The technology, which grew in prominence to provide menus and other information during COVID-19, is making a marketing comeback. Will QR codes really be the tech that finally makes TV… Continue reading FROM BRANDING TO ACTION: BEST PRACTICES FOR USING QR CODES IN PERFORMANCE CTV

THE FUTURE OF STREAMING IS DIFFERENT AD LOADS FOR EACH VIEWER

28. 8. 2025 As streamers experiment with ad load optimization, their only constraint is the consumer experience. Ad loads on streaming services today are a fraction of what viewers once endured on linear television. While cable and broadcast typically pack in 12 to 16 minutes of commercials per hour, most streaming platforms hover between four and eight minutes… Continue reading THE FUTURE OF STREAMING IS DIFFERENT AD LOADS FOR EACH VIEWER

THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

21. 8. 2025 Smart TVs, augmented reality and the advent of new devices such as Apple Vision Pro are fundamentally changing the way brands communicate with customers. Television and outdoor advertising are no longer just one-way communications – they are becoming interactive, personalised experiences. Companies are investing in AR and VR campaigns for higher engagement, better conversions and… Continue reading THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

STUDY USA: TV IS A MAJOR DRIVER OF HOLIDAY GIFT INSPIRATION

19. 8. 2025 32% of US connected TV (CTV) users find traditional TV ads useful/helpful for holiday gift info, while 34% say the same about streaming TV ads, according to June 2025 data from LG Ad Solutions. Beyond the chart: Over two-thirds (69%) of CTV viewers want holiday TV ads to make it easier to buy a product,… Continue reading STUDY USA: TV IS A MAJOR DRIVER OF HOLIDAY GIFT INSPIRATION

NEARLY 90% OF ADVERTISERS WILL USE GEN AI TO BUILD VIDEO ADS, ACCORDING TO IAB

14. 8. 2025 Video’s transition to the future is accelerating, with half of advertisers already using Gen AI to build video ads, according to IAB’s “2025 Digital Video Ad Spend & Strategy Full Report.” Created in partnership with Advertiser Perceptions and Guideline, Part Two of the report provides insights into the impact of GenAI on ad production, what… Continue reading NEARLY 90% OF ADVERTISERS WILL USE GEN AI TO BUILD VIDEO ADS, ACCORDING TO IAB

GOLDBACH ADVANCED TV STUDY: CTV ADS PROVE INCREASINGLY EFFECTIVE

28. 7. 2025 The Goldbach Group, Goldbach Austria, and Goldvertise Media released their eighth Advanced TV study for the DACH region in January 2025. The results once again confirmed the dominance of streaming and the growing use of connected TV. The increasing acceptance and perception of advertising in this medium is particularly noteworthy. For the eighth time, Goldbach… Continue reading GOLDBACH ADVANCED TV STUDY: CTV ADS PROVE INCREASINGLY EFFECTIVE

THE EUROPEAN CTV MARKET NEEDS TO STEP UP, ADVERTISERS WANT RESULTS

5. 7. 2025 The CTV advertising market demands accountability and concrete results from investments. Europe still lags behind the US in this regard, writes William Jones of Adform. The European CTV market is entering a crucial phase. While the United States remains ahead in terms of scale and programmatic maturity, Europe is taking steps to gradually close the… Continue reading THE EUROPEAN CTV MARKET NEEDS TO STEP UP, ADVERTISERS WANT RESULTS

STUDY PARKS ASSOCIATES: SHOPPABLE TV GROWING IN POPULARITY

27. 6. 2025 While digital goods and services remain the dominant transactions on CTV, consumers are growing comfortable purchasing physical goods through streaming channels and apps, too. Nearly one out of 10 households with a smart TV or streaming media device have purchased a physical good through a connected TV (CTV) platform within the past 30 days, according… Continue reading STUDY PARKS ASSOCIATES: SHOPPABLE TV GROWING IN POPULARITY

YOUTUBE, GAMES AND NETFLIX ON TV? IN THE CZECH REPUBLIC, PEOPLE SPEND 33 MINUTES A DAY ON THESE

24. 6. 2025 Televisions are increasingly being used for activities other than watching TV, but traditional broadcasting remains the main use. Other activities on TV screens take up an average of 33 minutes a day for viewers. Thanks to its internet connection, the TV is becoming the multimedia centre of the home. In addition to watching traditional broadcasting,… Continue reading YOUTUBE, GAMES AND NETFLIX ON TV? IN THE CZECH REPUBLIC, PEOPLE SPEND 33 MINUTES A DAY ON THESE

YOUNG PEOPLE ARE RETURNING TO TELEVISION: NEW APPROACHES TO MEDIA PLANNING

1. 6. 2025 Using streaming services is not a matter of age. This is the conclusion of the CTV Barometer report conducted by Freewheel in cooperation with GWI, a company specialising in technologies for consumer behaviour research.

DIGITAL ADVERTISING IS GROWING. DRIVEN BY VIDEO ON CTV, SOCIAL MEDIA AND RETAIL

25. 5. 2025 Two-thirds of advertising investment in Europe is directed towards digital advertising. Most European countries saw double-digit growth in digital advertising spending last year, according to a new report by IAB Europe. The European digital advertising market achieved double-digit growth in 2024, specifically 16%, and exceeded €118.9 billion for the first time. This is according to… Continue reading DIGITAL ADVERTISING IS GROWING. DRIVEN BY VIDEO ON CTV, SOCIAL MEDIA AND RETAIL

ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER

21. 5. 2025 Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER

AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY

17. 4. 2025 A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY

IS SHOPPABLE CTV THE NEXT BIG OPPORTUNITY FOR RETAIL MEDIA?

4. 4. 2025 Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase. Consumer interest in shopping via TV is growing,… Continue reading IS SHOPPABLE CTV THE NEXT BIG OPPORTUNITY FOR RETAIL MEDIA?

RAPID GROWTH OF RETAIL MEDIA WILL ALSO BE SUPPORTED BY LINKING WITH CTV ADVERTISING

3. 4. 2025 Shopping directly from the TV screen will soon become a reality, thanks to the rapid growth of retail media and its integration with smart screen advertising (CTV), Duncan Painter said at the OmniConnect conference. The retail media segment is becoming an important part of marketing strategies around the world and its influence is growing. Retail… Continue reading RAPID GROWTH OF RETAIL MEDIA WILL ALSO BE SUPPORTED BY LINKING WITH CTV ADVERTISING

PETR HATLAPATKA: CTV ADVERTISING IS GROWING IN REACH AND PRICE

31. 3. 2025 Petr Hatlapatka from Media Club talks about the key trends in video advertising and explains how Media Club responds to client demand for quality video advertising. Quality of content, more accurate targeting and a safe advertising environment are key factors that play an increasing role in the decision to buy video advertising. One of the… Continue reading PETR HATLAPATKA: CTV ADVERTISING IS GROWING IN REACH AND PRICE

STUDY USA: CONSUMERS WANT MORE SHOPPABLE TV EXPERIENCES

11. 3. 2025 A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected TVs and that many consumers are already using their CTVs to find and buy products. While mobile devices still play a central role in online shopping, “The Shoppable TV Report: 2025… Continue reading STUDY USA: CONSUMERS WANT MORE SHOPPABLE TV EXPERIENCES

5 THINGS TO KNOW ABOUT CTV ADVERTISING PLATFORMS

24. 2. 2025 Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024. “Two-thirds of the US population use connected TVs. In Canada, it’s nine in 10 people in the population,” our analyst Bill Fisher said on an episode of “Behind the Numbers.” “This is a… Continue reading 5 THINGS TO KNOW ABOUT CTV ADVERTISING PLATFORMS