THEME OF THE MONTH: EFFICIENCY

HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS

Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response,… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES

Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that… Continue reading THEME OF THE MONTH: EFFICIENCY

WORLD TELEVISION DAY AND HIGHLIGHTS ITS IMPORTANCE AS A MEDIUM THAT SIGNIFICANTLY IMPACTS PEOPLE’S LIVES AND ADVERTISERS’ BUSINESS SUCCESS

World Television Day aims to highlight the contribution of television as a symbol of communication and global connectivity between people and nations. This year's event is a reminder of the importance of a medium that has been with us for more than seventy years.

TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES

TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media… Continue reading THEME OF THE MONTH: EFFICIENCY

CHRISTMAS CREEP IS HERE AGAIN

Brands and retailers on both sides of the Atlantic are bringing forward the launch of their holiday advertising campaigns, partly in response to consumers bringing forward their spending plans.   What’s happening In the UK, Halloween was barely over before several supermarkets, including Sainsbury’s and Asda, aired their Christmas ads for the first time over the weekend. John Lewis, the department store which has come to “own” Christmas in the UK, launched its annual offering on 4… Continue reading THEME OF THE MONTH: EFFICIENCY

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. “We have seen a shift in client openness to fully AI-developed campaigns,” Christian Pierre, global chief intelligence officer, Gut, told Digiday, as he described a… Continue reading THEME OF THE MONTH: EFFICIENCY

MUSIC DRIVES ADVERTISING PROFITABILITY

A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the… Continue reading THEME OF THE MONTH: EFFICIENCY

BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading THEME OF THE MONTH: EFFICIENCY

INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING

Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. In a conversation with EMARKETER, Joshua Blum, director of research and analytics at BrightLine, described how interactivity is becoming the norm for CTV ads, and addressed lingering advertiser misconceptions. Blum highlighted that interactivity is… Continue reading THEME OF THE MONTH: EFFICIENCY

INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER

FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting. AI… Continue reading THEME OF THE MONTH: EFFICIENCY

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab. The research gets at a tension in modern marketing: efficiency – typically measured using ROI – versus a longer term investment in brand… Continue reading THEME OF THE MONTH: EFFICIENCY

EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL

At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and… Continue reading THEME OF THE MONTH: EFFICIENCY