VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

Fundamental mechanics of TV and video advertising 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 consecutive contacts within a short ...
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GEN Z ACQUIRES A TV HABIT

Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently. That’s the view of Daniel Bischoff, chief marketing & operations officer at RTL AdConnect, part of the Luxembourg-based media group RTL Group.Writing ...
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WHAT PEOPLEMETERS SAY

TV rating, which is measured electronically using so called peoplemeters in the Czech Republic, celebrates its 23rd anniversary today. This method started to be applied in 1997. Since that time, it has been subject to a number of changes and it ranks among the most advanced methods across the globe ...
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FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

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

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 ...
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ADVERTISING OUT OF CV-19

• What are the benefits, short and long term, of remaining on air during and out of CV-19? • What considerations or adjustments that need to be made to brand advertising out of CV-19? • What media channels to cut and what media channels to keep out of CV-19? These ...
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THE FUTURE OF TV PLANNING

One of the questions I was asked at Mediatel’s recent Future of TV event was “Will more streaming mean a more diverse distribution landscape for ad-supported television, and how should advertisers think about the opportunity in this space?” or words to that effect. My answer in short was yes, and ...
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PAUSE BUTTON ADVERTISING

In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising. The ...
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KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

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 is only a temporary disruption, inside this crisis is an opportunity for you to build ...
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AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?

Stéphane Coruble, CEO of RTL AdConnect, reflects on how broadcasters and advertisers are adopting a new approach to retain relevancy during the COVID-19 lockdown. The lockdown has shown that, far from being redundant, traditional media – and especially television – plays an essential role in reassuring people in times of ...
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