TELEVISION’S IRRESISTIBLE POST-PANDEMIC APPEAL

11. 6. 2021 | 21 min read Television is shining white hot in the media agency playbook as advertisers scramble to get their brands airtime, pushing ad spend growth numbers into positive territory for the first time in years.

AS STREAMING WARS RAGE ON, DON’T SLEEP ON LINEAR TV

26. 5. 2021 | 5 min read You’ve seen the headlines:

PETR HATLAPATKA: GRP MARKET WILL CHANGE, WE HAVE TO REACT

24. 5. 2021 | 7 min read TV viewers’ behaviour is changing and the advertising market has to do so as well, points out Petr Hatlapatka from Media Club.

BROADCASTERS’ ROLE IN THE EVOLVING TV LANDSCAPE

17. 5. 2021 | 6 min read Tech-savvy consumers demand 24/7 entertainment at the touch of a button—anytime, anywhere

TV IS THE WORST (AND THE BEST) ADVERTISING MEDIUM

14. 5. 2021 | 3 min read The world is slowly showing signs of normalcy, and as we move toward summer, we may also watch less content on the big screen in our homes. During the height of the pandemic, we gobbled up mountains of content across streamers, on-demand, on CTV, and what not. But it’s likely this trend will be affected going forward by all of us going outside, maskless and fearless, empowered by being vaccinated and knowing one in two adults (roughly) are, too.

THE YEAR THAT TV SAVED US

8. 5. 2021 | 9 min read As life outside our homes shut down, the small screen became our treasured path to safe escape

WHY TV ADS ARE STILL KING

27. 4. 2021 | 6 min read Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander.

VOYO WANTS TO PULL EVEN WITH NETFLIX AND DISNEY+

26. 4. 2021 | 13 min read Voyo wants to create space for its services in the prepaid video market. “In order to make progress, we will have to double the number of subscribers every year,” says the Director of Digital Media of CME, Daniel Grunt.

PAID VIDEO MARKET IN EUROPE IS EXPECTED TO GROW BY MORE THAN ONE HUNDRED MILLION

22. 4. 2021 | 3 min read The SVOD market is expected to attract more than 100 million subscribers in Europe by 2026. Number one is Netflix but the growth will be driven by Disney+ or HBO Max.

HOW THE PANDEMIC ACCELERATED A TRANSFORMATION ACROSS CONNECTED TV

15. 4. 2021 | 5 min read Ad spend increased as brands gravitated to the space. While linear TV got pummeled by the Covid-19 pandemic in 2020, connected TV and direct-to-consumer players have been thriving over the past year.

CME’S CEO: VOYO WILL HAVE MORE AND MORE EXCLUSIVE CONTENT. ITS PRODUCTION HAS STARTED

13. 4. 2021 | 4 min read The Nova group plans to make significant investments in the production of new content for its Voyo platform. There should be from 15 to 20 new formats produced every year. Voyo should become a dominant player on the local market that wants to compete using its exclusive original and acquired content. Its ambition is that the platform will have about a million subscribers in Czechia and Slovakia within five years. Didier Stoessel, the new head of the CME group, said that at a meeting with media journalists today.

WHAT AVOD’S GROWTH MEANS FOR MARKETERS IN SEARCH OF EVOLVING CONSUMERS

13. 4. 2021 | 7 min read As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

WHY CONNECTED TV ISN’T AS COMPLICATED AS ADVERTISERS THINK

5. 4. 2021 | 4 min read While advertisers now recognize the importance of CTV for reaching an enormous audience – 2020’s dramatic acceleration led to consumer user numbers exceeding 200 million – they are still concerned about how complicated it all seems and are still trying to figure out where to start.

VIEWING COMES BACK TO THE LIVING ROOM

29. 3. 2021 | 3 min read In a clear indication of the lay of land in today’s TV industry, research from advertising technology platform provider FreeWheel has found that after a decade of change, and as people’s consumption of media has fragmented across devices over the past ten years, many have returned to the living room to watch connected TV (CTV).

AVOD WILL BE BIG, BUT WILL TAKE ITS TIME GETTING THERE

25. 3. 2021 | 5 min read Streaming is changing the world of TV viewing. But, unfortunately for the advertising world, the vast majority of this viewing is ad-free, since most of the largest and most dominant streaming services carry no ads -- Netflix, Amazon Prime, Disney+, HBO Max (though that is changing), Apple TV+ -- and the two larger services that do carry ads -- YouTube and Hulu -- carry very light ad loads.

ARE BIDDABLE AD BUYS IN CTV’S FUTURE? THE EXPERTS WEIGH IN

22. 3. 2021 | 6 min read It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as it is for online digital?

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

19. 3. 2021 | 6 min read 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.

LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

8. 3. 2021 | 4 min read When we talk about the potential demise of traditional linear TV, we’re talking about the potential demise of cable and broadcast delivery of linear TV, not linear TV itself.