Last year, the TV market saw seismic shifts in terms of viewing and revenue. As people across the country stayed in and watched more TV than ever, many advertisers paused their offline media activity due to their inability to fulfill the services and, or products they were promoting. TV revenue suffered the most within media […]
TV
May I have your attention please?
With ever-growing levels of content to consume, it’s becoming increasingly important to stand out from the crowd in order to engage consumers, to attract and maintain their attention. Creative marketing agency Energize and the VU University Amsterdam recently published their research into the phenomenon, investigating ‘attention triggers’; scientifically proven tools which can be used to […]
Introducing advertising to the Olympics
For the first time in UK TV history, brands will now be able to advertise around the Olympics. This is as a result of Eurosport, part of Discovery, signing a £920m deal to take control of the rights to the Olympics from the BBC in the UK as well as across Europe from 2022. Discovery […]
Addressing addressable TV and the role it can play internationally
Addressable TV has been a hot topic across the advertising industry for the past few years, and by combining the power of high-reach and high-quality content offered by broadcast TV with digital targeting and message tailoring capabilities – many industry leaders believe it’s the future. Whilst addressable TV has multiple advantages, understanding the benefits of […]
A quick, simplistic framework for evaluating media opportunities
Continued testing of new advertising opportunities is key to a brand’s growth. With the media world constantly diversifying, the volume of testing opportunities available has expanded into the thousands. When every media owner is touting their offering as the best, how do you quickly narrow down which tests to prioritize? To do this, we need […]
The Piers Morgan effect: the role of controversy and brand safety in the world of TV
Just over a month ago, media outlets all over the UK shared the breaking news: Piers Morgan had resigned as a host of ITV’s Good Morning Britain, following his highly controversial comments about Meghan Markle just the night before. After years of being part of the driving force for attracting the morning show’s viewers, ITV […]