5 WAYS BRANDS CAN TAP INTO SUPER BOWL HYPE WITHOUT BUYING A TV SPOT

6. 2. 2025 | 4 min read 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.

LEGO TO BRING TOYS TO EASTER

3. 2. 2025 | 3 min read 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.

TV IS ENTERING A NEW ERA OF INTERACTIVITY

30. 1. 2025 | 5 min read With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.

WHAT’S NEXT FOR CTV ADVERTISING: COMSCORE’S STATE OF PROGRAMMING 2025 SURVEY

3. 1. 2025 | 5 min read Comscore's State of Programmatic 2025 report offers survey-based data that reveals where ad budgets will be going in 2025 (think CTV), how quickly marketers will move to cookie-free advertising (48% of ads will be cookie-free by the end of 2025), and what CTV ads do well (branding) and not so well (performance). It's free to download and well worth loading and digesting. The steep rise of CTV One of the most striking findings of the report is the rapid growth of CTV advertising. The average budget allocated to CTV is projected to double from 14% in 2023 to 28% in 2025, with marketers shifting resources from linear TV and web and mobile digital advertising to take advantage of this growing channel. This trend is being fuelled by the growing popularity of streaming services and a decline in traditional TV viewership as consumers cut cable TV and embrace digital content consumption.

CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING

4. 11. 2024 | 5 min read Czech society is ageing unstoppably. The options for staying fit and healthy are continually improving and evolving, but middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle.

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 | 2 min read TV generates 13.8 seconds of attention for a 30-second ad.

MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD

28. 10. 2024 | 1 min read Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.

HOW DIFFERENT GENERATIONS WATCH TV

19. 10. 2024 | 5 min read Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you'd expect.

TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS

17. 10. 2024 In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on demographics, geography, and timing, TV4 aims to enhance accessibility for all new advertisers to TV while preserving the premium visibility associated with its brand. A Nordic advertising self-service solution The advertising landscape has evolved significantly, with advertisers increasingly seeking greater control and deeper insights into their campaigns. In response to this shift, the leading Swedish company TV4 developed Media Manager, an innovative self-service advertising solution designed to cater to a wide variety of products and advertiser needs.

WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

2. 8. 2024 | 6 min read Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising.

TARGETED ADVERTISING IS NOT YET VERY ATTRACTIVE TO THE MAJORITY

5. 6. 2024 | 3 min read The negative attitude of Czech society towards advertising is also reflected in targeted advertising. More than a third even mind it, according to research by Nielsen and ResSolution Group.

LUCKY SEVEN: THE 7 BIGGEST MARKETING OPPORTUNITIES FOR TV ADVERTISING

29. 4. 2024 | 10 min read The Association of Commercial Television (AKTV) celebrated seven years of operation. The seventh anniversary brings a look back at the wealth of AKTV’s activities aimed at promoting the interests of commercial television, fighting digital piracy, and contributing to the development of the legislative framework for broadcasting and promoting television. These are the most meaningful activities as television viewing is still at its peak of popularity, as research shows.

BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL

22. 3. 2024 Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with GfK and linked to Mediasoft planning and evaluation tools, this initiative aims to allow clients to select Rai programmes and ad breaks that align closely with their brand ethos and communication goals.

HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024

5. 3. 2024 | 6 min read The convergence of commerce and TV is not merely a fleeting trend but presents a seismic shift in the ecosystem, writes LiveRamp’s Will Keggin.

EXPLORING GEN Z AND MILLENNIAL TRAVEL HABITS – NEW SKIFT RESEARCH

30. 1. 2024 | 3 min read Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences.

STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X

4. 1. 2024 | 5 min read Consumers pay 4X more attention to CTV ads when they are contextually targeted with AI according to a new AVCA study.

SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

12. 12. 2023 In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling new opportunities in contextual TV reveals, and providing insights into the future of data-powered TV.

IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER

26. 10. 2023 Background information In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.