THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

8. 12. 2021 There’s a bit to cover in these insights we share – so grab the popcorn and settle in

TOMORROW’S TV, CREATED TODAY

18. 11. 2021 Introduction - TV industry leaders on how TV drives brands

ADVERTISING AT THE CROSSROADS – GAINING ATTENTION VS SELLING OUR SOUL

16. 11. 2021 At a crossroads on the value of ‘viewability’, advertising needs to embrace quality of attention as a true measure of potential audience and business impact. Dan Machen is Head Of Strategy at Lionize.

TV ADVERTISING CELEBRATES 80 YEARS THIS YEAR. THE FIRST AD APPEARED ON TV SCREENS IN 1941

10. 11. 2021 TV advertising has been with us for 80 years. Over that period, it has undergone a very turbulent development. The first attempts were more or less tentative and experimental as commercial messages were sort of sneaked into the scripts of tv announcers. The situation changed forever in 1941. Back then, the first ten commercial licences were issued and viewers could see the first authentic TVspot: a black-and-white map of the usa overlaid by a massive clock face. Can you guess the product to which the spot was intended to attract viewers’ interest?

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

3. 11. 2021 An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC's database of 1,169 case studies of successful advertising campaigns.

CTV IS THE NEW COOKIE

1. 11. 2021 Google’s decision to delay cookie deprecation until 2022 is intended, at least in part, to provide the industry with more time with which to develop alternatives. But that alternative is already here. It is CTV. CTV is the new cookie.

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD.

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen.

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021 The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI).

BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 It's easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns (private company valued at over $100 billion) – all thanks to high return-on-investment (ROI) memorably and measurably.

TV ADS INSPIRE INVESTMENT INTEREST

11. 8. 2021 Stock trading volumes in the United States have soared over the last year and much of it seems to be driven by retail investors. With thousands of stocks to choose from, what factors influence investors’ decisions?

NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021

26. 7. 2021 Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year.

OPINION: TV ADVERTISING HAS EVERYTHING IT NEEDS TO PERFORM

22. 7. 2021 Marketers shouldn’t lose sight of the fact that they are living in a period of data abundance

MEDIA SPEND RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

19. 7. 2021 Latest Payback study examines channels with scale, less risk, plus short & long term impact

TRENDS OF THE MONTH: ROI, B2B AND NEXT GEN TV

19. 3. 2021 This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences. Half of brands achieve an ROI of $1.06, but the most effective can double this For every $1 spent on media, advertisers can expect an average sales return of $1.06, according to data from Nielsen. The most effective 25% of advertisers, however, can achieve a return on investment (ROI) of $2.09 – nearly double the average.

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

17. 1. 2021 How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.

ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE

12. 1. 2021 With 2021 around the corner, marketers and advertisers will be reviewing their budget and mix of spend with increased scrutiny. It is a time for, albeit busy, reflection. TV and SVOD services have seen a surge in screen time throughout the various lockdowns and are looking for ways to continue to engage viewers. However, TV advertising typically involves a big investment in creative and the impact of the campaign can often take time to measure. So where does TV advertising fit into 2021 planning?