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 ...
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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 ...
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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 ...
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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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