LINEAR TV ADVERTISING CAN BE TARGETED AND PERSONALISED THANKS TO HBBTV

15. 11. 2022 HBBTV SOLUTIONS CAN BRING PERSONALISATION AND TARGETING TO LINEAR TV ADVERTISING. ONLINE VIDEO OPERATORS ARE SET TO EARN MORE THAN THREE TIMES THE REVENUE FROM ONLINE ADVERTISING THAN FROM ONLINE SUBSCRIPTION SALES WITHIN FIVE YEARS. THIS WAS ALSO DISCUSSED AT THE HBBTV SYMPOSIUM. With HbbTV technology, targeted and personalised advertising messages can be brought into… Continue reading LINEAR TV ADVERTISING CAN BE TARGETED AND PERSONALISED THANKS TO HBBTV Více informací



WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP

5. 9. 2022 Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention. Professor Byron Sharp, author of the massively influential How Brands Grow books and Director of the Ehrenberg-Bass Institute, took aim at the growing interest in planning (or paying) for attention when speaking at an… Continue reading WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP Více informací



EGRP CAMPAIGNS HELP INCREASING AFFINITY AND REACH

26. 4. 2022 eGRP campaigns bring greater reach and improved affinity, especially to clients willing to address a younger target group, describes Petr Hatlapatka from Media Club. At the beginning of 2022, the media agency Media Club included a portion of online video space (digital eGRPs) in TV packages, expecting maximisation of reach and improved affinity of campaigns in a selected target… Continue reading EGRP CAMPAIGNS HELP INCREASING AFFINITY AND REACH Více informací



UNIFORM MEASUREMENT FOR TV AND ONLINE VIDEO ADCROSS TO EXPAND

13. 4. 2022 Media Club and Nielsen Admosphere are working on the further development of cross-platform TV and video advertising measurement AdCross. The media agency Media Club together with the measurement agency Nielsen Admopshere presented measurement for TV and online advertising (including HbbTV) and trailers AdCross. It has been available to media agencies since the start of this… Continue reading UNIFORM MEASUREMENT FOR TV AND ONLINE VIDEO ADCROSS TO EXPAND Více informací



TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer. Více informací



TV PRIMA LAUNCHED MAX REACH AD FORMAT IN HBBTV

30. 3. 2022 An advertising format that maximises reach by combining TV spot advertising and HbbTV has been launched by Prima TV. TV Prima has introduced Max Reach, an advertising format that combines TV spot campaigns and HbbTV. It uses targeting that works with data about TV devices – whether or not they have seen the intended ad… Continue reading TV PRIMA LAUNCHED MAX REACH AD FORMAT IN HBBTV Více informací



PRIMA, ČT AND NIELSEN LAUNCH COMBINED MEASUREMENT OF TV AND ONLINE VIDEO ADVERTISING

17. 1. 2022 Prima Group and Nielsen Admosphere have launched a combined measurement of TV and online video advertising. Aggregate data on Prima TV viewership not only on TV screens but also on other platforms on which Prima delivers content is available in Adwind Kite software. Since the beginning of the year, the Prima media group, in cooperation… Continue reading PRIMA, ČT AND NIELSEN LAUNCH COMBINED MEASUREMENT OF TV AND ONLINE VIDEO ADVERTISING Více informací



SOMETHING OLD OR SOMETHING NEW? WHY TV PLUS STREAMING IS THE MARRIAGE FOR YOU

28. 11. 2021 New data reveals the ideal balance of TV and streaming advertising to achieve maximum campaign reach Advertisers today face many difficult choices. In-house or agency? Manual or automated? First-party or third-party? One of the most challenging choices is how to make the most of video advertising – that is, how to balance traditional TV (the… Continue reading SOMETHING OLD OR SOMETHING NEW? WHY TV PLUS STREAMING IS THE MARRIAGE FOR YOU Více informací



RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS

22. 11. 2021 Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content. This was found in Screenforce‘s Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The… Continue reading RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS Více informací



ATO: ALMOST 7 MILLION CZECHS WATCH TV DAILY

20. 11. 2021 On the occasion of World Television Day, the ATO has published key TV viewing trends in the Czech Republic. The TV viewership curve over the last ten years shows an increase in the last two so-called covid years, when TV was the most sought after source of information and entertainment. The average Czech over the… Continue reading ATO: ALMOST 7 MILLION CZECHS WATCH TV DAILY Více informací



PRIMA PREPARING PAID VIDEO LIBRARY TO MAKE NEW SPACE FOR ADVERTISING

2. 11. 2021 Prima, the second largest commercial TV in the Czech Republic, prepares its paid on-line video library through which it will seek to address more viewers and offer more ad space to its advertisers. It is partly inspired by Netflix’s success. The number of its subscribers, including the Czech Republic, was growing during the pandemic. It… Continue reading PRIMA PREPARING PAID VIDEO LIBRARY TO MAKE NEW SPACE FOR ADVERTISING Více informací



HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this – how could they not? The challenge… Continue reading HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD Více informací



UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals. Why it matters With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV… Continue reading UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM Více informací



VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS

19. 10. 2021 A new VAB report features case studies from Hulu, NBCUniversal, ViacomCBS, AMC Networks, Spectrum Reach, iSpot and TVSquared showing how streaming drove successful campaigns NEW YORK—With consumer usage of ad-supported streaming platforms seeing rapid growth the Video Advertising Bureau (VAB) has released a new report with 23 case studies documenting the power of video streaming… Continue reading VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS Více informací



WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED

9. 9. 2021 Cara Lewis, executive vice-president, head of US media investment at Dentsu, talks us through the big steps TV ad buying has seen in recent years. She discusses how to enter the medium in a more data-driven era. When I started buying TV commercials, cable networks were still progressing, and the internet was just a destination… Continue reading WE USED TO JOKE ABOUT THE POTENTIAL OF TV ADVERTISING – THEN IT EVOLVED Více informací



ADVERTISERS ‘CAUGHT BY SURPRISE’ BY SEPTEMBER TV AD MARKET SURGE

2. 9. 2021 The TV ad market is surging in September as strong demand and shorter booking deadlines are set to push revenues up by as much as 25% compared with the same month a year ago and about 20% compared with pre-pandemic levels in 2019. Industry sources told Campaign that Channel 4 is on course to be up as… Continue reading ADVERTISERS ‘CAUGHT BY SURPRISE’ BY SEPTEMBER TV AD MARKET SURGE Více informací



IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC

23. 8. 2021 Australia’s direct-to-consumer (DTC) brands are capitalising on Australia and New Zealand’s ecommerce growth – the highest across the globe at +107% in Q3 2020 – to expand their market presence. And they’re using TV to do it. Accustomed to impression-based measurement and data-driven insights, DTCs came to TV with high expectations. Their approach changed the… Continue reading IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC Více informací



LINEAR TV CONSUMPTION REMAINS ABOVE PRE-PANDEMIC LEVELS

9. 8. 2021 An overview of linear TV consumption and daily reach in Australia, Germany, the United Kingdom and the United States in Q2 2021 shows, that linear TV consumption is up by 74% in the United Kingdom from Q2 2019 levels, with Germany seeing the smallest increase at a still substantial 28%. Více informací