Tag: targeting
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026 FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026 In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
DELOITTE: 73% OF SUBS ARE `FRUSTRATED’ WITH SVOD PRICE HIKES
25. 3. 2026 41% have ended a subscription in the last six months; 61% say they would cancel their favorite service if monthly prices increased by $5. As streaming services continue to boost their profitability with price hikes, more ads and cost-conscious programming budgets, Deloitte’s annual “Digital Media Trends” survey indicates a growing level of frustration with the… Continue reading DELOITTE: 73% OF SUBS ARE `FRUSTRATED’ WITH SVOD PRICE HIKES
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026 Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026 Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
UPGRADING A TV SPONSORSHIP WITH ADDRESSABLE IDENTS
21. 2. 2026 Volvo and Sky Atlantic have partnered since 2013 through a TV sponsorship. The partnership has built long-term brand strength and has widened Volvo’s image beyond safety, with more focus on innovation, design and a progressive mindset. This partnership happens in a context where Volvo is moving to a direct-to-consumer model. That shift raised expectations for… Continue reading UPGRADING A TV SPONSORSHIP WITH ADDRESSABLE IDENTS
YOUR CITY, YOUR AD: HOW AD ALLIANCE MADE TV PERSONAL
20. 2. 2026 Background Polestar, the Swedish electric vehicle manufacturer, was rapidly expanding its dealer network across the Netherlands. New showrooms were opening in cities nationwide, but there was a challenge: how do you build awareness for a showroom in one city while also maintaining broad brand visibility? As this was not a typical brand-building campaign, for which… Continue reading YOUR CITY, YOUR AD: HOW AD ALLIANCE MADE TV PERSONAL
DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is… Continue reading DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
WHAT STOPPED WORKING IN MARKETING—AND WHAT LEADERS ARE DOING INSTEAD
11. 2. 2026 Across marketing, a quiet reckoning is underway. Practices that once felt settled are no longer delivering the same returns. As platforms evolve, audiences fragment and cultural cycles compress, many of the industry’s most familiar playbooks are starting to show cracks. With those questions already on marketers’ minds, Ad Age asked executives who are taking the… Continue reading WHAT STOPPED WORKING IN MARKETING—AND WHAT LEADERS ARE DOING INSTEAD
STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET
7. 10. 2025 Research from Dish Media argues that advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies. As Advertising Week 2025 gets underway, Dish Media has released research that argues advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies. The study, which was done in partnership with… Continue reading STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET
CONTENT-BASED ‘CONTEXTUAL’ ADS SCORE LOW VS. AUDIENCE TARGETING: SURVEY
1. 10. 2025 Content-based “contextual” advertising continues to essentially get a thumbs down from brands — especially when it comes to media buys on connected TV (CTV) platforms, according to a recent Gracenote survey. “Marketers, brands, agencies have evolved their thinking about CTV as a paid media channel — but have not evolved their strategies accordingly,” according to… Continue reading CONTENT-BASED ‘CONTEXTUAL’ ADS SCORE LOW VS. AUDIENCE TARGETING: SURVEY
THE GENERATION OF CZECHS 45+ IS NOT OFFLINE ANYMORE. HOW TO REACH THEM?
9. 9. 2025 Czechs aged 45+ remain loyal to TV and radio, but are also increasingly spending time online and on social networks. For marketers, this means reaching a target group that is not as fragmented as the younger generation, but gaining their attention is more challenging. Petr Tomáš describes how to do it in the final part… Continue reading THE GENERATION OF CZECHS 45+ IS NOT OFFLINE ANYMORE. HOW TO REACH THEM?
BABY BOOMERS, GEN Z, GEN BETA: THE POINT OF AGE COHORTS
27. 4. 2025 After the legendary Baby Boomer generation came Generation X, followed by Generations Y, Z, and Alpha. And now? Starting in early 2025, Generation Beta is being born. What lies ahead for them? Members of Generation Beta have been born since 1 January 2025—at least according to English-language media that reference demographers and sociologists. This categorisation… Continue reading BABY BOOMERS, GEN Z, GEN BETA: THE POINT OF AGE COHORTS
PETR HATLAPATKA: CTV ADVERTISING IS GROWING IN REACH AND PRICE
31. 3. 2025 Petr Hatlapatka from Media Club talks about the key trends in video advertising and explains how Media Club responds to client demand for quality video advertising. Quality of content, more accurate targeting and a safe advertising environment are key factors that play an increasing role in the decision to buy video advertising. One of the… Continue reading PETR HATLAPATKA: CTV ADVERTISING IS GROWING IN REACH AND PRICE
TUNING IN TO SUCCESS: STUDIO BRUSSEL AND WIN FOR LIFE’S BREAKTHROUGH
19. 2. 2025 Win for Life: +74% awareness among young adults (18-24) with Studio Brussel’s help. The scratch ticket Win for Life made an impressive comeback. A fresh look, improved gameplay experience, and a campaign that seamlessly resonated with a wide audience dispelled any doubts and regained their trust. The result? An enhanced image, a rejuvenated reach, and… Continue reading TUNING IN TO SUCCESS: STUDIO BRUSSEL AND WIN FOR LIFE’S BREAKTHROUGH
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025 In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
5 WAYS BRANDS CAN TAP INTO SUPER BOWL HYPE WITHOUT BUYING A TV SPOT
6. 2. 2025 The Super Bowl remains the most expensive and high-profile advertising event of the year, with national TV spots commanding upwards of $8 million—before production costs. But in an era of fragmented attention spans and evolving viewing habits, brands don’t need a seven-figure ad buy to capitalize on Super Bowl buzz. Below, five industry experts shared their… Continue reading 5 WAYS BRANDS CAN TAP INTO SUPER BOWL HYPE WITHOUT BUYING A TV SPOT
LEGO TO BRING TOYS TO EASTER
3. 2. 2025 LEGO, the Danish toy group, is planning to introduce a range of products for Easter next year, but its marketing activity will be nuanced to allow for consumers’ different approaches to the occasion in different markets. Easter is associated with chocolate and rabbits in many markets, but LEGO’s research found distinct attitudinal differences in Germany… Continue reading LEGO TO BRING TOYS TO EASTER