STUDY CANADA: TV REACHES THE LARGEST AUDIENCES

21. 3. 2022 | 3 min read Despite the growth in streaming, TV continues to draw in the largest audience. Based on our access to the latest data, along with evidence from other industry experts, TV is still strong today and the best place for marketers to invest their advertising dollars.

OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?

8. 3. 2022 | 3 min read When we think about digital media, we are mainly considering social media platforms, websites and streaming services. TV advertising tends to feel very different, perhaps because it has been around for so long. But don’t mistake it for an outdated service. Adverts on the television hold more potential than you may realize, and are certainly not being killed by digital media. You need to start thinking about how you can use TV advertising to bring out the best from your brand. It’s a great way to draw in more customers. TV advertising: Is it dead? TV has been around for a very long time. Many people may see it as an old medium for advertising during commercial segments. But honestly, it is not something to just be ignored. Using TV advertising is the perfect way to establish your brand’s image, especially if you are a start-up company. To display an advert on a TV channel like Sky, ITV or Channel 4 requires your company and advertisement to be screened extensively. TV is known as a trusted medium, therefore it’s more likely that people will believe what your brand has to offer. Digital media may not be judged as positively as television commercials are, because the online world is full of spam and scams. That’s why it’s impossible that digital media will be able to “kill” TV advertising. Technology & TV Nowadays, TV is a lot more than just clicking a button and seeing what is available to watch. You may think that only the internet is the place where advertisers can freely place their adverts on any type of streaming system. But honestly, that is what makes them a problem. Spammy adverts can lead to people clicking off them immediately. However, for TV, addressable advertising from companies like Finecast can ensure that advertisements are personalized towards the viewer. That means that it’s more likely that a viewer will purchase something that they like the look of. Marketing experts can use data that is provided by the client to tailor these advertisements towards an audience. Creative brands In the online world, advertisements just tend to up pop up randomly before programmes. Although some may not be skippable, audience members tend to want to ignore them rather than focus on them. TV advertisements tend to be a little more creative than ones found online. Many advertisers like to use advertisements that suit the programme they are combined with. For instance, if the programme is a police-related drama, the creative team may try and make the advert have an investigation theme. This will make it more memorable and likely that customers will buy the product. So, be creative with your advertisements to make them stand out. Combining digital media and TV advertising Honestly, if we were to give you any advice, it would be to use both online and TV advertisements for your products. Both have their flaws, but with both mediums you will be able to put your brand in view of a loyal audience.

WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN

28. 2. 2022 | 5 min read CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in symbiosis.

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.

DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR

9. 2. 2022 | 2 min read The dominant source of TV viewing continues to be so-called live viewing, accounting for 84 % of total TV viewing. However, the share of delayed viewing is increasing.

AUSTRIAN RESEARCH: PANDEMIC BURDENS YOUNG PEOPLE AND SPOILS THE MOOD

8. 2. 2022 | 4 min read In January 2022, Marketagent together with DocLX carried out a survey among 2,500 young people aged 14-24 representing their age cohort. The ninth youth trends monitor includes comparative data for 2020 and shows changes in media usage.

REPORT: LINEAR BROADCASTING AND VOD TO COEXIST

4. 2. 2022 | 3 min read A report from Intertrust reveals broadcast TV will continue to be viable for the foreseeable future, despite the growth of streaming, and suggests the video industry will evolve to a hybrid approach, where linear broadcasting coexists alongside VoD content and live streaming.

CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)

3. 2. 2022 | 4 min read We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix?

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022 | 7 min read An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

23. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV advertising during the pandemic] so it was a great time to encourage new advertisers to TV.” New-to-TV advertisers was a key theme in a panel discussion that also spanned the transition to more connected TV and addressable TV, moderated by Thomas Bremond, GM International at the adtech pioneer FreeWheel.

SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV

22. 1. 2022 | 2 min read The position of streaming services is seemingly strong, but linear TV still reigns supreme, suggests Erika Luzsicza in her short essay.

TV TOPS IN VIDEO FOR REACHING ADVERTISERS’ GOALS, SURVEY FINDS

19. 1. 2022 | 3 min read Dive Brief:

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022 | 10 min read Creative and media are finally getting back together. Just not in the way we imagined it would.

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022 | 2 min read Advertiser Perceptions said 24% plan to spend more on linear TV

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 | 11 min read What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

6. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month.

TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS

6. 1. 2022 | 3 min read TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data.

THE FUTURE OF CTV: IDENTITY, ENGAGEMENT AND AVOD

4. 1. 2022 | 7 min read Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV.