AD INVESTMENTS IN THE MEDIA WERE GROWING IN THE FIRST HALF OF 2021

21. 7. 2021 According to monitoring, the first half of 2021 brought more money from ad sales to the Czech media than the first half of last year. Monitored investments relating to the purchase of ad space in the media in the first half of this year achieved a higher volume than in the same period of 2020,… Continue reading AD INVESTMENTS IN THE MEDIA WERE GROWING IN THE FIRST HALF OF 2021

UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING

13. 7. 2021 Diversity and Inclusion are major themes for advertisers right now, as the last few years have made it plain how poorly marginalised communities feel they have been represented in traditional advertising. Across every channel and sector there’s an interest in representing diversity better, more authentically, but also more effectively. We’ve all seen ads which feel… Continue reading UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING

ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

3. 12. 2020 TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery. “It could have been worse.” That’s the verdict of advertising giant GroupM in newly published research about the… Continue reading ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS

29. 11. 2020 A mistake is often made by the Silicon Valley “insiders” when they lump all traditional media into one big (failing) bucket. Newspaper advertising in print has been decimated, but TV advertising has actually held up quite well, even during the pandemic. While we are all watching a lot of Netflix (NFLX -0.6%), advertisers know that millions… Continue reading TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS

EGTABITE 318: VIDA – UNITED MEDIA’S UNIQUE ADDRESSABLE PLATFORM

6. 11. 2020 This week’s egtabite puts the spotlight on United Media’s latest innovation in the field of addressable advertising: VIDA (Video Dynamic Advertising). The sales house, which operates in Serbia, Croatia, Slovenia, Bosnia, Herzegovina and Montenegro, with headquarters in Luxembourg, officially launched the platform in June 2020 to leverage the scale and quality of linear TV and… Continue reading EGTABITE 318: VIDA – UNITED MEDIA’S UNIQUE ADDRESSABLE PLATFORM

EGTABITE 316: DPG MEDIA’S VTM GO OR YOUTUBE: WHO WINS THE ONLINE VIDEO BATTLE?

20. 10. 2020 In this week’s egtabite we take a look at Belgium DPG Media’s online video platform, VTM GO. By employing eye-tracking, physiological measures, and qualitative inputs, DPG put its platform to the test against YouTube by assessing viewers’ attention and ad acceptance. In summary, the research study revealed that VTM GO obtains a higher level of… Continue reading EGTABITE 316: DPG MEDIA’S VTM GO OR YOUTUBE: WHO WINS THE ONLINE VIDEO BATTLE?

EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA

12. 10. 2020 This week’s meaty egtabite puts the spotlight on Goldbach Switzerland and the sales house’s effective TV campaign for the online butcher shop Luma Delikatessen. The creative campaign boosted brand awareness, provided an increase in both direct and search traffic and delivered a clear increase in turnover – with plenty of new buyers trying the online… Continue reading EGTABITE 314: HOW GOLDBACH SWITZERLAND’S TV CAMPAIGN BOOSTED ONLINE BUTCHER SHOP LUMA

EGTABITE 312: TF1 PUB BRINGS PROGRAMMATIC TV TO ITS LINEAR CHANNELS WITH ONE PTV

25. 9. 2020 This week’s egtabite dives into TF1 PUB’s ONE PTV programmatic offer in France, launched in February 2020. Employing the demand-side platform (DSP) of The Trade Desk, ONE PTV makes linear TV purchases available to digital buyers. “This evolution marks the beginning of the convergence between digital and TV,” says Francois-Xavier Le Ray, Managing Director of… Continue reading EGTABITE 312: TF1 PUB BRINGS PROGRAMMATIC TV TO ITS LINEAR CHANNELS WITH ONE PTV

EGTABITE 310: SCREENFORCE DACH AND AMPLIFIED INTELLIGENCE ON THE ENDURING POWER OF TV

11. 9. 2020 In this first TV egtabite after the summer break, we take a look at Professor Karen Nelson-Field’s recent study conducted for Screenforce DACH (Germany, Austria, Switzerland). Nelson-Field and her team at Amplified Intelligence found that across multiple platforms, TV delivers the greatest number of attentive seconds and offers the greatest sales impact. The results of… Continue reading EGTABITE 310: SCREENFORCE DACH AND AMPLIFIED INTELLIGENCE ON THE ENDURING POWER OF TV

HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

10. 7. 2020 Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising. Facebook reportedly bore a loss of as a result of brands pulling their ad spend. However, those brands also forgo countless consumer connections while deciding how to repurpose temporarily stalled ad dollars. Regardless, many believe the cost is… Continue reading HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

GEN Z ACQUIRES A TV HABIT

19. 6. 2020 Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently. That’s the view of Daniel Bischoff, chief marketing & operations officer at RTL AdConnect, part of the Luxembourg-based media group RTL Group. Writing for WARC, he notes that “all… Continue reading GEN Z ACQUIRES A TV HABIT

EGTABITE 304: RTÉ AND ELECTRIC IRELAND – DARKNESS INTO LIGHT 2020: SUNRISE APPEAL

5. 6. 2020 The spirit of solidarity, especially in times of crisis, is needed more than ever. This week’s egtabite features a generous cross-platform campaign made in partnership with RTÉ and Electric Ireland, an Irish utility company, called “Darkness Into Light 2020: Sunrise Appeal”. Darkness Into Light Pieta, a mental health charity preventing suicide and self-harm and offering… Continue reading EGTABITE 304: RTÉ AND ELECTRIC IRELAND – DARKNESS INTO LIGHT 2020: SUNRISE APPEAL

FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

1. 6. 2020 As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends. Staring down the barrel of what is certain to be a severe economic recession, marketers are now preparing to navigate a period of prolonged uncertainty… Continue reading FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

EGTABITE 300: SBS PAUSE BUTTON 2.0:THE PERFECT PAUSE FOR A BRAND

8. 5. 2020 In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising. The SBS Pause button, which was… Continue reading EGTABITE 300: SBS PAUSE BUTTON 2.0:THE PERFECT PAUSE FOR A BRAND

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

7. 5. 2020 What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list. 1. If you are not exploiting the massive value of multiplatform TV advertising, you are missing out. 2. TV is the most effective medium, with the lowest risk and guaranteed high returns. 3. This crisis… Continue reading KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

UK; US: GREATER MEDIA CONSUMPTION LIKELY TO SUSTAIN AFTER COVID-19

7. 4. 2020 An overview of the long-term change in consumer media habits after the novel coronavirus (COVID-19) outbreak in the UK and US. At least half of those who are spending longer consuming media say they plan to continue to do so after the outbreak ends. Online video content shows the strongest staying power – 78% of… Continue reading UK; US: GREATER MEDIA CONSUMPTION LIKELY TO SUSTAIN AFTER COVID-19

EGTABITE 295: RMB’S CROSS-MEDIA MXTEND STUDY

27. 3. 2020 Media make up a large part of our daily lives, accompanying us everywhere, from the moment we get up until we go to bed, without us even realising it. Like travel, media open the way to discovery, enrich our knowledge and help us relax. While we can live without travelling, it is much harder without… Continue reading EGTABITE 295: RMB’S CROSS-MEDIA MXTEND STUDY

WHY MEDIA MATTERS NOW MORE THAN EVER

23. 3. 2020 The COVID-19 outbreak is a global health crisis that has upended our daily lives. With millions confined at home, agencies, clients, and the media industry as a whole will experience unknown pressures. In the world of media planning and buying, that will lead to focusing investments and partnerships on meaningful media. By creating purposeful content, or sometimes,… Continue reading WHY MEDIA MATTERS NOW MORE THAN EVER