The latest edition of the ‘Trends in Digital Media survey by GfK’ provides research which shows that TV content is increasingly influencing consumers. If one surfs the internet while watching TV, it is frequently the result of TV content. In 2019, this applies to 61% of the Dutch population, whereas in 2018 this was still […]
Kids power! The major role of children in parents’ purchasing
Today’s kids are constantly recording new information and are already active in the media field at an earlier age. In addition, they have a strong opinion about brands and products. These are some of the conclusions from BrandDeli’s study among parents with children. This generation is faster than ever. They pick up communication at lightning […]
Ad-free Dutch public TV: A case of protecting the children?
As published earlier this year in our ARM Weekly, advertising on the Dutch public TV channels is facing rough times, at least if it is up to the Dutch Government. Despite earlier protests from both NPO (Dutch public broadcaster) and the communication industry represented by advertisers and (advertising and media) agencies on the rumours regarding […]
Is Dutch public TV going dark on advertising?
Like almost every year, the discussion started recently around whether Dutch public television should follow the English/BBC example of abolishing advertising on Dutch broadcasting service, NPO 1, 2 and 3. According to NPO’s chairman, “NPO does not want to be dependent anymore of the whimsical advertising market and therefore the ad breaks should be abolished […]
Eye-tracking research provides insight into long-term advertising
Just recently the Australian marketing professor Karen Nelson-Field has published a second eye-tracking study into the effects of video advertising around TV content (TV and online), Facebook and YouTube. This new research, called Decay, shows that the effect of video advertising on the consumer’s purchase decisions continues for up to a month after he has […]
Millennials versus Generation Z
If the last 5 years of the world of marketing was completely dominated by millennials, then the next will be all about Generation Z. This generation, born between 1996 and 2010, will soon punch millennials (born between ’80 and ’95) from the throne as the most important target audience for brands, if it hasn’t been […]