WHY BIG TECH SPENDS BIG ON TV

9. 8. 2018 | 4 min read If you read the trades regularly, there’s a good chance you’ve read that TV is dying. It’s less likely you read that Google, Netflix, and Amazon collectively spent more than $1B on TV advertising in 2017.1

PROFIT ABILITY: THE BUSINESS CASE FOR ADVERTISING

22. 3. 2018 | 17 min read ‘Profit Ability’ has, for the first time, quantified the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line. It set out to examine and benchmark all media’s profit-generating performance, with a particular emphasis on uncovering TV advertising’s effects. In brief What emerges is a compelling case for re-thinking how advertising investmZobrazit příspěvekent should be approached and hard evidence of what businesses can trust to deliver growth. Following a profit-damaging drift to short-termism in marketing, ‘Profit Ability’ swings the spotlight back on to creating shareholder value. It provides industry benchmarks, based on empirical evidence across a substantial range of advertisers, for what businesses can expect advertising to deliver. It shows that advertising – TV in particular – should be used as a powerful investment for growth.

WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING

20. 11. 2017 | 11 min read On the occasion of World Television Day, TV broadcasters and trade bodies from around the world have joined together for the first time to release global figures demonstrating TV’s resilience and strength as an advertising medium, with the recently formed Global TV Group a new unified voice for TV.