UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING

13. 7. 2021 | 4 min read 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 tokenistic, stereotyped or embarrassing, and there can be a fear of getting it wrong.

ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

3. 12. 2020 | 5 min read 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.

TRADITIONAL TV ADVERTISING IS GROWING – UNLIKE NEWSPAPERS

29. 11. 2020 | 2 min read 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 of consumers are watching traditional broadcast and cable TV every hour of every day.

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 combine it with the targeting and measurement of digital.

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 attention to content than YouTube, and ads receive much higher attention and are better accepted.

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 shop. Goldbach’s Brandformance attribution model At the beginning of April and mid-May, Luma launched their first-ever 20-second TV spot on the creation and mission of the specialised shop. The campaign period - in the midst of the COVID19 crisis - was marked by a general change in the use of media in the country, more particularly an increased use of online platforms, online stores, and streaming services.

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.

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.

HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

10. 7. 2020 | 3 min read Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising.

GEN Z ACQUIRES A TV HABIT

19. 6. 2020 | 2 min read 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.

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 face to face therapy and phone service to people in danger, organises an annual flagship walk called “Darkness Into Light”, which was indefinitely postponed due to the world pandemic. Donations were down due to the crisis, yet demand for Pieta’s services continued to rise. Therefore, Pieta invited people to watch the sunrise from their homes and share their photos online while RTÉ’s mission was to promote and support the “Sunrise Appeal”, so that people around the country could come together, while apart. Electric Ireland has supported Darkness into Light since 2013, working with Pieta to bring hope to customers, staff and communities across Ireland that have been affected by suicide. #DIL2020 To raise awareness and funds for Pieta’s initiative on a national level, RTÉ and Spark Foundry, an Irish media agency and part of Core, Ireland’s largest marketing communications company, set out to leverage the scale and reach of their platforms where Electric Ireland and Pieta could spread their message, better reach their audience and bring people together in one very unique, special moment.Following Covid-19, many charities were facing a critical funding situation, therefore the challenge was to cut-through audiences ‘emotional fatigue’ and build a connection which would drive fundraising.

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

1. 6. 2020 | 6 min read 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.

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.

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

7. 5. 2020 | 2 min read What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list.

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

7. 4. 2020 | 2 min read An overview of the long-term change in consumer media habits after the novel coronavirus (COVID-19) outbreak in the UK and US.

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 media.

WHY MEDIA MATTERS NOW MORE THAN EVER

23. 3. 2020 | 4 min read 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, simply financially supporting media brands that are taking the right action themselves. These are the moments when media really matters.

EGTABITE 289: VIACOMCBS GLOBAL CONSUMER INSIGHTS: WHAT DOES TV MEAN TO PEOPLE WORLDWIDE?

14. 2. 2020 The TV viewing experience has been changing drastically in the last years, especially with the rise of streaming services and all new devices for accessing them. The way audiences consume TV daily is constantly evolving. Therefore, there is a rising need for most recent figures that precisely show people’s viewing behaviour.