ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

30. 3. 2026 Advertising needs to return to a focus on effectiveness rather than chasing cheap impressions and clicks. Attention can play a key role as a bridge between reach and results. However, using it effectively lies in planning, not optimisation. This was highlighted by Malcolm Devoy of PHD at the OmniConnect conference.

TO GAIN AI VISIBILITY, BROADCASTERS MUST TRAIN THE LLMS

16. 3. 2026 The window to shape AI SEO for broadcast is now. If an advertiser asked an AI system to build a media plan today, broadcast television would rarely make the recommendation. That’s not because TV is ineffective, but because AI systems cannot see it.

TRADITIONAL MEDIA PLANNING AND PURCHASING IS CHANGING, BEING REPLACED BY A SYSTEMATIC APPROACH

22. 1. 2026 The established model of media planning based on fixed plans and stable channels is coming under pressure. Structural changes in the media, technological developments and changes in consumer behaviour mean that existing approaches are no longer sufficient. This is according to a new study, Future of Media 2026, published by the research organisation WARC.

KNOW.ATTENTION RESEARCH MAPS THE MEDIA BEHAVIOUR OF CZECHS

22. 9. 2025 The Know.attention research project will deliver attention indices across TV, online, audio and outdoor advertising.

TV VIEWING AND ITS ROLE COMPARED TO OTHER TOUCHPOINTS

17. 10. 2024 Gigabytes of articles have already been written about the current viewership of classic television. But it doesn’t hurt to look at what is behind the claims of people who indicate in surveys that they watch TV. In a previous article, we examined what “watching TV” means. Only with a clear definition of “watching TV” can we assess the role of classic TV as a touchpoint. TV viewing surveys The question of how often people watch television has been the subject of dozens of studies. The results of these studies are used, among other things, for media planning. Although everyone might seem to know what watching TV means, clarifying the concept and asking viewers about their understanding appears to be a good idea. This is what the GroupM project Media Bubbles is doing. It examines the differences in media habits between the general Czech online population (which includes about 92% of the total population) and people from media and advertising agencies. In addition, the latest survey took a closer look at young consumers under 25. What does it mean to watch TV? Let’s briefly summarise what people mean when they say they watch TV. For 80% of the Czech online population, watching TV is equivalent to watching a live broadcast in real time. Among young people under 25, 72% have the same understanding. However, watching TV includes watching pay VOD services for almost half of the population. A quarter of the population (and 31% of the young under 25) even include YouTube in watching TV. Watching TV – what does that mean?

OMG COMES WITH A BRAND NEWS VIDEO AD SCHEDULER

30. 9. 2024 Omnicom Media Group introduces a new way of measuring video advertising and translates it into an approach to planning.

OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM

9. 4. 2024 The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning.

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.