ESTIMATE: AVOD REVENUE WILL DOUBLE BY 2025

22. 2. 2021 | 2 min read Advertising revenue of ad-supported online video services is expected to double by 2025. But the market is dominated by linear TV.

BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

19. 2. 2021 | 2 min read Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics -- as well as some eye-opening fraud issues -- CTV advertising dollars are estimated to rise to $11 billion.

TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY

19. 2. 2021 | 4 min read "Our primary impediment to [advertising] growth at this point is the behavior of TV buyers."

2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV

18. 2. 2021 | 6 min read Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services.

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

17. 1. 2021 | 5 min read 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 | 5 min read 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.

VIDEO ADVERTISING 2021-2024

14. 1. 2021 | 4 min read The video ad world will change more in the next three years than it has in the past 60. What was built originally as a brand-building channel is quickly evolving into one of the most important customer acquisition and performance channels available to marketers.

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

12. 1. 2021 | 4 min read 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?

WHAT WILL TV LOOK LIKE IN 2021?

6. 1. 2021 | 10 min read In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021?

TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL

24. 12. 2020 | 6 min read Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal.

UNILEVER DEEMS TV ‘VERY COST EFFECTIVE’ ALONGSIDE ADVANCED CAPABILITIES

17. 12. 2020 | 4 min read Television is a highly cost effective media for large advertisers, Unilever’s global media operations director has said, with new developments in advanced TV further increasing the value of the channel.

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

6. 11. 2020 | 8 min read During the first coronavirus lockdown, the consumption of television and online streaming content soared.

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 | 9 min read As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? The Moon Unit examine the future of 'the hearth of the 20th century'.

TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING

29. 9. 2020 | 3 min read A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents.

WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

23. 9. 2020 | 4 min read Comcast's ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they'll be more impactful when you distribute them on television services, as well.

WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING

11. 8. 2020 | 4 min read No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to just 1% in 2010.

THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

24. 7. 2020 | 5 min read In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel providing the best way to build a brand at scale, with other digital channels giving a home to performance marketing.

FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

1. 6. 2020 | 6 min read As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends.