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

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 ...
Read more

MEDIA ADVERTISING INCREASED YEAR-ON-YEAR IN JULY

This year’s TV advertising growth remains at 4% as in mid-year. Other media types are falling. Lidl was the largest advertiser in July. At the same time, it started constructing a new store in Uničov in the Šumperská street in summer. Its opening is expected in the first half of ...
Read more

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

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 ...
Read more

WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING

No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a ...
Read more

AN OPEN LETTER TO THE AD COMMUNITY FROM NIELSEN’S BRAD KELLY

Toxic Behaviors in Advertising — and Your Business: What’s Your Threshold? The pull that Social Media exerts on today’s world is unquestionable. It helps us stay connected, keep informed, and is generally a source for light entertainment. But we now know there’s a dark side which exists in social media ...
Read more

THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and ...
Read more

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

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 ...
Read more

IN UNCERTAIN TIMES BE TV CERTAIN

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 ...
Read more

EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD

European broadcasters are no longer playing catch up on first run video on demand content. A new study by Ampere Analysis has found that broadcasters’ VOD audiences tend to be both younger and more affluent than those watching linear television. This has contributed to an increase in digital only commissions ...
Read more

HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising. Facebook reportedly bore a loss of as a result of brands pulling their ad spend. However, those brands also forgo countless consumer connections while deciding how to repurpose temporarily stalled ad dollars ...
Read more