THEME OF THE MONTH: EFFICIENCY

1. 1. 2022

Efficiency is paramount in today’s fast-paced world. Those who cannot be both efficient and flexible will rarely build a long-term business. But there is a medium for achieving long-term and short-term goals that exceeds expectations even in terms of efficiency: TV.

 

TV AS A SALES DRIVER

 

No other medium delivers ROI in the same proportion and offers such high profits as television. In a analysis of nearly 2,000 campaigns from major brands from 2009 to 2016, Thinkbox’s Profit Ability study found that TV delivers a 71 percent ROI on advertising investment, even though TV ad investment represents only 54 percent of total spend. This study compared TV to radio, print media, outdoor media, online display and online video. Not only that. TV also brings many other undeniable benefits and it is no longer true that TV advertising is outdated, expensive or does not appeal to younger target groups.

 

Read more articles on the effectiveness of TV advertising under the “effectiveness” tag in the selection below.

 

And since January is the perfect time to effectively tap into sales growth, in the ScreenVoice magazine to be found some inspiration on what works in New Year’s advertising.

More articles about this topic

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

8. 8. 2022

Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world. Frank Rose has been telling stories professionally his whole life. He has written about New… Continue reading THEME OF THE MONTH: EFFICIENCY

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

30. 7. 2022

Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common? The answer? They set an expectation, repeat this expectation and then finally, break it. Indeed, a 2009 study by Jeffrey… Continue reading THEME OF THE MONTH: EFFICIENCY

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022

The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading THEME OF THE MONTH: EFFICIENCY

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

25. 7. 2022

Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022

WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading THEME OF THE MONTH: EFFICIENCY

IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!

21. 7. 2022

Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that? When the recession hits and others start cutting their advertising budgets, your share of voice (SOV)… Continue reading THEME OF THE MONTH: EFFICIENCY

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022

Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THEME OF THE MONTH: EFFICIENCY

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022

Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading THEME OF THE MONTH: EFFICIENCY

TV DRIVES SEARCH UPLIFT

1. 6. 2022

The latest Chart of the Month shows the strong relationship between TV exposures and search volume. This chart shows how TV drives an instant impact and is a great platform for creating awareness and driving demand. Google Trends data can help us understand the impact that linear TV had for online property service Boomin by… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022

The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

5. 5. 2022

New Future Today survey finds that 94% of parents have increased co-viewing in the last year. While conventional wisdom holds that the proliferation of screens has produced more siloed viewing, a new survey commissioned by Future Today has found that family co-viewing among streaming audiences is actually increasing. “There is a misperception that the explosion in screens… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW TO RESOLVE THE ATTENTION PARADOX

12. 4. 2022

Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading THEME OF THE MONTH: EFFICIENCY

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022

Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading THEME OF THE MONTH: EFFICIENCY

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022

Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading THEME OF THE MONTH: EFFICIENCY

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022

An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022

Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement. The unveiling of Meta as the new name for Facebook has created much excitement about the future of the metaverse and its potential marketing opportunities. There is a shared belief… Continue reading THEME OF THE MONTH: EFFICIENCY

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022

Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading THEME OF THE MONTH: EFFICIENCY

THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

8. 12. 2021

There’s a bit to cover in these insights we share –- so grab the popcorn and settle in The past year served up more learnings about video advertising than there were meltdowns on Married at First Sight. And if the relentless Blursdays of 2021 messed up your memory banks, we’ve got you covered. ThinkTV has taken… Continue reading THEME OF THE MONTH: EFFICIENCY

GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING –- DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION

1. 12. 2021

Russell Fisher and Matt Lord of Cain&AbelDDB argue that well-crafted direct response TV ads could be your brand’s secret sauce. When you hear the words direct response advertising, what comes to mind? Price roundels and ’sale’ starburst signs? Maybe those ads on daytime TV –- you know, actors trying to flog you insurance from a… Continue reading THEME OF THE MONTH: EFFICIENCY

RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?

30. 11. 2021

Behavio Labs analyzed selected ad campaigns to see how they performed in terms of the key conditions for successful advertising. Research agency Behavio Labs analyzed selected ad campaigns second-by-second. It looked at how they performed in terms of the key conditions for successful advertising. What exactly did the campaign leave in the minds of Czech… Continue reading THEME OF THE MONTH: EFFICIENCY

SOMETHING OLD OR SOMETHING NEW? WHY TV PLUS STREAMING IS THE MARRIAGE FOR YOU

28. 11. 2021

New data reveals the ideal balance of TV and streaming advertising to achieve maximum campaign reach Advertisers today face many difficult choices. In-house or agency? Manual or automated? First-party or third-party? One of the most challenging choices is how to make the most of video advertising –- that is, how to balance traditional TV (the… Continue reading THEME OF THE MONTH: EFFICIENCY

RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS

22. 11. 2021

Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content. This was found in Screenforce‘s Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The… Continue reading THEME OF THE MONTH: EFFICIENCY

SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW

18. 11. 2021

While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane. When it comes to TV, one thing hasn’t changed. What we watch –- from Squid Game to Succession, and from Love Island to Line of Duty –… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISING AT THE CROSSROADS –- GAINING ATTENTION VS SELLING OUR SOUL

16. 11. 2021

At a crossroads on the value of ‘viewability’, advertising needs to embrace quality of attention as a true measure of potential audience and business impact. Dan Machen is Head Of Strategy at Lionize. Clarkson, Mississippi is home to the crossroads that sparked the myth of, ‘Devil at the Crossroads’ – the legend of the Blues player, Robert Johnson, who transformed… Continue reading THEME OF THE MONTH: EFFICIENCY

LOOK OUT!

4. 11. 2021

How do you create effective and memorable advertising in a world that seems to be turning inwards? That’s the question at the heart of my new book Look out, an advertising guide for today’s world. The book is a study of attention –- of what I describe as ‘narrow-’ and ‘broad-beam’ attention. Drawing further on the… Continue reading THEME OF THE MONTH: EFFICIENCY

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

3. 11. 2021

An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC’s database of 1,169 case studies of successful advertising campaigns. Successful advertisers achieve an average profit return on investment (ROI) of 2.26:1. As most case studies on WARC list short-term results, the long-term return will often be higher. Successful… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021

Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this –- how could they not? The challenge… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021

Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen. Nobody was prepared for what hit the world last year. Business thus had to adapt fundamentally. Financial uncertainty and unclear future taught businesses when and where changes should… Continue reading THEME OF THE MONTH: EFFICIENCY

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021

In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose. Effectiveness expert and consultant Peter Field has called for an end to the “vitriolic” criticism piled on brand purpose by some industry commentators and practitioners, having found… Continue reading THEME OF THE MONTH: EFFICIENCY

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021

The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI). As a fresh financial year begins, marketers, now more than ever, are working to ensure they are dedicating their campaign budgets to the right channels to deliver strong sales growth. The latest edition of the Payback Series, an… Continue reading THEME OF THE MONTH: EFFICIENCY

Generální ředitel televizní skupiny Nova Jan Vlček

INTEREST IN TV ADVERTISING EXCEEDS EXPECTATIONS

23. 9. 2021

Strong demand is coming from advertisers in the e-commerce, retail and food and beverage segments. There is a high demand for TV advertising, confirms the CEO of the Nova TV Group Jan Vlček. Nova TV Group has seen a growth in demand for TV advertising since this spring and the interest in it continues to… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW DIRECT-TO-CONSUMER BRANDS ARE SHAPING TV’S FUTURE

23. 9. 2021

Today’s television ad industry owes a lot to digital natives, particularly direct-to-consumer (D-to-C) brands. This growing group of upstarts and disruptors has not only changed the way we as consumers buy everything, but it has also revolutionized the use of converged TV (linear, CTV/OTT, and addressable) for both data-driven performance and strategic reach. Recognizing TV’s… Continue reading THEME OF THE MONTH: EFFICIENCY

NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021

26. 7. 2021

Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year. … Continue reading THEME OF THE MONTH: EFFICIENCY

UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING

13. 7. 2021

Diversity and Inclusion are major themes for advertisers right now, as the last few years have made it plain how poorly marginalised communities feel they have been represented in traditional advertising. Across every channel and sector there’s an interest in representing diversity better, more authentically, but also more effectively. We’ve all seen ads which feel… Continue reading THEME OF THE MONTH: EFFICIENCY

SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION

26. 5. 2021

What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading THEME OF THE MONTH: EFFICIENCY

TV DRIVES BUSINESS OUTCOMES

30. 4. 2021

Global TV Group arms advertisers with latest TV effectiveness evidence from around the world. Research collection demonstrates how TV works in every market, for all customer objectives. The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose common goal is… Continue reading THEME OF THE MONTH: EFFICIENCY

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

10. 3. 2021

In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading THEME OF THE MONTH: EFFICIENCY

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

23. 9. 2020

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. That’s the big takeaway of “Digital Loves TV,” a study of consumer behavior from… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT

17. 9. 2020

A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said. Accurate cross-media measurement has been a long-standing challenge within the industry, and the WFA has teamed up with global advertisers… Continue reading THEME OF THE MONTH: EFFICIENCY

‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK

12. 8. 2020

In numerous “advertising attention” studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to… Continue reading THEME OF THE MONTH: EFFICIENCY

THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

5. 8. 2020

While our way of life in the UK seems miles away from the sunny shores of Spain, the vibrancy of Colombia or Santa’s Northern Lights in Finland, how the world watches its TV is remarkably similar. Despite local difference in video offerings and tech capabilities, the bottom line is that the world loves TV. And,… Continue reading THEME OF THE MONTH: EFFICIENCY

REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS

22. 7. 2020

It’s the industry debate that simply won’t go away –- the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet. And a new report would appear to validate putting your marketing… Continue reading THEME OF THE MONTH: EFFICIENCY

IN UNCERTAIN TIMES BE TV CERTAIN

21. 7. 2020

So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands. Now, more than ever before, marketing budgets are under pressure and the battle for market share is… Continue reading THEME OF THE MONTH: EFFICIENCY

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020

What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels –- especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two… Continue reading THEME OF THE MONTH: EFFICIENCY

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

1. 6. 2020

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. Staring down the barrel of what is certain to be a severe economic recession, marketers are now preparing to navigate a period of prolonged uncertainty… Continue reading THEME OF THE MONTH: EFFICIENCY

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020

Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading THEME OF THE MONTH: EFFICIENCY

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

7. 5. 2020

What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list. 1. If you are not exploiting the massive value of multiplatform TV advertising, you are missing out. 2. TV is the most effective medium, with the lowest risk and guaranteed high returns. 3. This crisis… Continue reading THEME OF THE MONTH: EFFICIENCY

FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

13. 2. 2020

If you’re like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts… Continue reading THEME OF THE MONTH: EFFICIENCY

LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

20. 1. 2020

It’s a new decade. Or is it? It depends on how you like your decades. Is the old one finished or is that not until the end of 2020? ‘Who cares you pedantic twat, Clay?’ you might ask. Fair enough, but 2020 is certainly a good moment to reflect. And why not reflect on some of the… Continue reading THEME OF THE MONTH: EFFICIENCY

FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS

6. 1. 2020

Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis. No.1: Television is back on the offensive When it comes to competing for… Continue reading THEME OF THE MONTH: EFFICIENCY

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

29. 10. 2019

Advertisers — and NBC Universal parent Comcast — will no doubt rejoice. After testing shoppable ads starting back in May, in linear programming including “Today” (Walmart), the French Open (Lacoste), the Tour de France (Zwift) and “Songland” (Roli), NBCU is rolling out the QSR-driven format across its lifestyle and unscripted programming. The ShoppableTV technology, created… Continue reading THEME OF THE MONTH: EFFICIENCY

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

31. 7. 2019

New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad. The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that are designed to help advertisers and… Continue reading THEME OF THE MONTH: EFFICIENCY

TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

4. 4. 2019

People watching “social shows” like “Dancing with the Stars” or “The Bachelor” on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University’s Kelley School of Business. Marketers have feared that social media distracts viewers from commercials and… Continue reading THEME OF THE MONTH: EFFICIENCY

TARGETED BYRON SHARP, ANYONE?

1. 4. 2019

Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting. Brands and their agencies face a dilemma. On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les… Continue reading THEME OF THE MONTH: EFFICIENCY

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019

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… Continue reading THEME OF THE MONTH: EFFICIENCY

SHORT-FORM ADS ARE THIS YEAR’S BIG THING

9. 1. 2019

TV advertisers are starting to turn to short-form ads, which can be as effective as the traditional 30-second spot at far less cost, but marketers and brands need to ensure they are achieving the right objectives and are executing the ads properly. Writing for WARC, Jim Berridge of Phoenix MI, says that short-form ads –… Continue reading THEME OF THE MONTH: EFFICIENCY

TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE

5. 12. 2018

Once confined to brand and awareness metrics, the world of TV attribution has evolved to measure responses and effectiveness in the same way digital media has for years. Critically, the concept of quantifying offline media’s contribution to a business outcome, no matter where the consumer is in their purchase journey, has realigned the industry’s approach to… Continue reading THEME OF THE MONTH: EFFICIENCY

AKTV konference 2018

MARK RITSON: THE MEDIA BATTLE OF THE DECADE WILL BE FOUGHT FOR THE TV SCREEN

3. 10. 2018

Mark Ritson, the Australian university professor and marketing expert, started his European tour in Prague on Monday. He delivered a presentation to the representatives of clients, media agencies and the TV market. His speech ranks among the most interesting presentations on the local marketing scene in the last few years. Ritson came to Prague at the… Continue reading THEME OF THE MONTH: EFFICIENCY

A GOLDEN AGE FOR TELEVISION ADVERTISING

25. 9. 2018

Ignore the doom-mongers, writes Ebiquity’s Dr Nick Pugh – here are five reasons why TV is in rude health. Throughout the infancy, childhood, and teenage years of the digital revolution, the obituary of TV has been written time and again. “It’s too slow”, “It’s not interactive enough”, “it’s a medium of monologue not dialogue, so digital… Continue reading THEME OF THE MONTH: EFFICIENCY

WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA –- CONFIDENCE IN TV IS RETURNING

25. 9. 2018

The ad-supported TV industry in Canada is moving fast to provide the data-driven environment that advertisers want, including more defined audience planning and better attribution to prove the value of television buying. The stand-out message from Future TV Advertising Forum 2018 was that Canadian TV has its self-confidence back, with a better product to ‘sell’ to… Continue reading THEME OF THE MONTH: EFFICIENCY

HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

28. 8. 2018

As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for… Continue reading THEME OF THE MONTH: EFFICIENCY

TV AD SPEND APPEARS TO BOOST DIGITAL KPIS FOR AUTO BRANDS

15. 8. 2018

Automakers that increased TV ad spending in the fourth quarter of 2017 saw a statistically significant boost in digital key performance indicators (KPIs), including unique visitors and search. According to a new report from the Video Advertising Bureau that examined 25 domestic and foreign automotive brands, 19 brands had a positive or negative correlation between TV ad spend and website… Continue reading THEME OF THE MONTH: EFFICIENCY