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THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
23. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV advertising during the pandemic] so it was a great time to encourage new advertisers to TV.” New-to-TV advertisers was a key theme in a panel discussion that also spanned the transition to more connected TV and addressable TV, moderated by Thomas Bremond, GM International at the adtech pioneer FreeWheel.
SHORT ESSAY: LINEAR TV IS DEAD, LONG LIVE LINEAR TV
22. 1. 2022 | 2 min read The position of streaming services is seemingly strong, but linear TV still reigns supreme, suggests Erika Luzsicza in her short essay.
VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV
21. 1. 2022 | 6 min read The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV.
THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE
6. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month.
STREAMING’S FUTURE MAY LOOK LIKE CABLE, ACCENTURE SAYS
4. 1. 2022 | 5 min read A new report from Accenture said consumers are complaining about streaming getting to be more like cable and, ironically, that cable operators are among the potential aggregators that could solve some of the issues facing the industry.
THE FUTURE OF CTV: IDENTITY, ENGAGEMENT AND AVOD
4. 1. 2022 | 7 min read Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV.
ANALYSIS: SVODS DRIVE CONTENT INTERNATIONALISATION
12. 12. 2021 | 2 min read Analysis from Ampere focuses on changes in the country of origin of the most popular titles on the SVoD platforms. Historically, US content has tended to dominate on the global stage, while in individual countries, local content has often held the balance of power. But this is beginning to change. In 2017, 15 per cent of the world’s 100 most popular titles were made outside the US. Today that figure has grown to 27 per cent.
THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST
6. 12. 2021 | 26 min read A STRONG FOUNDATION FOR GROWTH
SOMETHING OLD OR SOMETHING NEW? WHY TV PLUS STREAMING IS THE MARRIAGE FOR YOU
28. 11. 2021 | 4 min read New data reveals the ideal balance of TV and streaming advertising to achieve maximum campaign reach
CHILDREN WATCH TV MORE OFTEN THAN YOUNG PEOPLE, WHO PREFER SOCIAL MEDIA
26. 11. 2021 | 4 min read While watching TV is one of the most frequent media activities for children under 14, it is much less frequent among 15-19 year olds. They spend more time watching movies on electronic devices and especially on social media.
EU: VIEWERS ENJOY, VALUE ADS VIEWED ON A TV MORE THAN ANY OTHER DEVICE
24. 11. 2021 | 4 min read More than half (56%) of adults in the UK, Germany, Spain, Italy and France are willing to watch ads on TV in exchange for in response to the rising costs of streaming subscriptions, reveals a Samsung Ads Europe consumer study.
SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW
18. 11. 2021 | 4 min read While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane.
UK STUDY: SMART TV RECOMMENDATIONS KEY TO CONTENT DISCOVERY
18. 11. 2021 | 5 min read More than half (56 per cent) of adults with a connected TV (CTV) surveyed in the EU5, and 59 per cent of those in UK, said they were willing to watch ads on TV in exchange for free content in response to the rising costs of streaming subscriptions, reveals a consumer study commissioned by Samsung Ads Europe and conducted by Ipsos.
OVERVIEW: REALITY & ENTERTAINMENT TV FORMATS THAT ARE IN ABROAD
15. 11. 2021 | 7 min read A reality show with celebrities or a competition of model railway masters. Here is an overview of the most watched reality and entertainment TV formats abroad
THE FUTURE OF MEASURING A FRAGMENTED MEDIA LANDSCAPE
14. 11. 2021 | 4 min read Measuring media has never been as precise as stakeholders would like. Adding CTV (connected TV) and ATV (advanced TV) to an already intricate mix compounds the complexities.
WHAT WILL THE VIDEO MARKET LOOK LIKE IN 2022?
9. 11. 2021 | 6 min read The latest edition of TV Key Facts is titled ‘Restart.’ We are in the midst of a shift to a new era where media, consumers and brands are building the world of tomorrow together, combining the best of innovation with sustainable and responsible practices. The TV Key Facts report assembles trends, research and data to provide a local and global view of the future of the media and advertising industry. Here is a summary of the main findings concerning total video consumption and content trends. More data and insights covering topics such as the advertising market, ROI, audience measurement and CSR can be found on the TV Key Facts website and online database, as well as at the upcoming live event. Time spent watching video is at an all-time high 2020 was a year of upheaval. Lockdown life caused a reset in people’s free time and therefore consumption habits. We saw the renaissance of the living room as people invested in home comforts such as new screens and sofas. Total video consumption exploded across the world, with viewing figures averaging at approximately 5 hours per day across the world (up to 05:53 in the US)*, proving the ongoing importance of TV and video content. However, the media landscape is rapidly changing and fragmenting. In terms of time split between methods of consumption, linear TV still takes the lead in Europe, but video on demand (VOD), on-demand TV, short-form video and pay-per-view TV are increasingly important. Still, trends differ a lot from country to country. In the UK, live TV represents just 54% of video consumption, while in Spain and Italy this figure is 80%*. TV is the global video platform In 2020, the global average daily TV viewing time increased by 6 minutes*, while in Europe average daily consumption reached 3.54 hours*. Naturally, as we return to ‘normal’ and spend less time at home, this will decrease as we have already seen in 2021. Yet, we have also witnessed TV viewing times increase since before the pandemic, increasing by 20 minutes in the second quarter of 2021 compared to in 2019*. In certain countries, such as France, the Netherlands and Germany, we expect TV consumption to remain higher than 2019 rates. CTV benefited from lockdowns The TV screen is fast becoming a vessel for all types of video consumption, with more than 50% of European households equipped with connected TVs (CTV)*. Although penetration of CTV is high, there are vast local differences – there is 60% penetration in Germany compared to 36% in Portugal*. Yet the popularity of this medium is only increasing. In the UK the number of users accessing the internet through a TV set (at least once a month) surpassed the forecast of 38.6 million, reaching 41.1 million in 2020*. More than half of VOD and YouTube content is consumed through a connected screen. VOD is truly the future of video, with everything right down to TV remotes making VOD ever more accessible. Community and conviviality have never been more important TV has proven to be the medium that unites, reassures, informs and entertains. From vital news updates about the pandemic to entertaining and comforting people through the long months of lockdown, TV has been the medium that has eased people through these hard times. Experiencing a sense of collectivity was super important during the pandemic and we saw people gather around their TVs, whether to watch news or entertainment formats. 105.8 million Europeans followed the lockdown announcements on TV, and reality programs saw a boost with a 21% increase in the top 10 programs*. One of linear TV’s biggest strengths is the shared viewing experience of entertainment: you don’t want the results of a competition to be revealed by your friends or the media.