TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

13. 6. 2023 | 5 min read Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform.

EVOLUTION OF THE TV INDUSTRY: AN NEM SPEAKER PERSPECTIVE

10. 6. 2023 | 2 min read Four key speakers at NEM Dubrovnik 2023 have been asked how they see the evolution of the TV industry during the next 10 years.

HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000

3. 5. 2023 | 11 min read Hundreds of articles and blogs will tell you that we see up to 10,000 ads a day. The problem? No one – from Harvard professors to Market Research Council hall-of-famers – believes it’s true. Can we bust the myth once and for all? It's time for an experiment.

THE LIGHT TV VIEWER IS ABOUT TO TAKE UP A LOT MORE OF YOUR TIME

7. 12. 2022 | 5 min read TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage. TV remains the pre-eminent media channel for delivering both scale and reach. And that’s a fact.

TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

16. 6. 2022 | 5 min read The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.

EGTABITE 318: VIDA – UNITED MEDIA’S UNIQUE ADDRESSABLE PLATFORM

6. 11. 2020 This week’s egtabite puts the spotlight on United Media’s latest innovation in the field of addressable advertising: VIDA (Video Dynamic Advertising). The sales house, which operates in Serbia, Croatia, Slovenia, Bosnia, Herzegovina and Montenegro, with headquarters in Luxembourg, officially launched the platform in June 2020 to leverage the scale and quality of linear TV and combine it with the targeting and measurement of digital.

EGTABITE 304: RTÉ AND ELECTRIC IRELAND – DARKNESS INTO LIGHT 2020: SUNRISE APPEAL

5. 6. 2020 The spirit of solidarity, especially in times of crisis, is needed more than ever. This week’s egtabite features a generous cross-platform campaign made in partnership with RTÉ and Electric Ireland, an Irish utility company, called “Darkness Into Light 2020: Sunrise Appeal”. Darkness Into Light Pieta, a mental health charity preventing suicide and self-harm and offering face to face therapy and phone service to people in danger, organises an annual flagship walk called “Darkness Into Light”, which was indefinitely postponed due to the world pandemic. Donations were down due to the crisis, yet demand for Pieta’s services continued to rise. Therefore, Pieta invited people to watch the sunrise from their homes and share their photos online while RTÉ’s mission was to promote and support the “Sunrise Appeal”, so that people around the country could come together, while apart. Electric Ireland has supported Darkness into Light since 2013, working with Pieta to bring hope to customers, staff and communities across Ireland that have been affected by suicide. #DIL2020 To raise awareness and funds for Pieta’s initiative on a national level, RTÉ and Spark Foundry, an Irish media agency and part of Core, Ireland’s largest marketing communications company, set out to leverage the scale and reach of their platforms where Electric Ireland and Pieta could spread their message, better reach their audience and bring people together in one very unique, special moment.Following Covid-19, many charities were facing a critical funding situation, therefore the challenge was to cut-through audiences ‘emotional fatigue’ and build a connection which would drive fundraising.

EGTABITE 299: “THE NEST HUNT”- MCDONALD’S AUSTRIA LAUNCHES FIRST PROGRAMMATIC ADDRESSABLE TV CAMPAIGN VIA D-FORCE IN AUSTRIA

24. 4. 2020 “The Nest Hunt”- McDonald’s Austria launches first programmatic addressable TV campaign via d-force in Austria

EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES

17. 1. 2020 An online-first series This week’s egtabite puts the spotlight on the Belgian sales house SBS Belgium and telco operator Telenet with its series wtFOCK, which in no time has become one of the most successful online-first series in Flanders. The series – which is very popular among 15-24 year olds – has remained for a long time under the radar for other audiences. Its authenticity, in combination with the unique format, greatly contributed to the success of the series, both with viewers and advertisers: a win-win situation, as SBS manages to target a group that advertisers have difficulty in reaching. The border between fiction and reality wtFOCK is the Flemish version of SKAM, a Norwegian youth series that generated so much hype that the concept was picked up for adaptation in countries such as Italy, France, the Netherlands, Germany, the United States and now Belgium.

EGTABITE 254: OK BUTTON: ADMEIRA LAUNCHES INTERACTIVE TV ADVERTISING IN SWITZERLAND

29. 3. 2019 As consumers are inundated with advertising daily, it is becoming increasingly difficult for brands to stand out and engage with their target audience. The TV industry continues to innovate, striving for creative and effective ways to attract their viewer’s attention.

IT’S TIME TO LOOK AT TV ADVERTISING IN A NEW LIGHT

4. 2. 2019 | 4 min read While addressable TV has been talked about in certain industry circles for some time, it seems the wider marketing industry has yet to truly appreciate its potential.

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019 | 5 min read Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving them traction with the influencers and those people who were most likely to buy.