Temperatures are increasing, the days are getting longer, as the start of summer is on the horizon – but what does this mean in terms of consumer behaviour, consumer media consumption across channels and more importantly for marketers – media channel budget allocation? Despite TV being generally, the largest media consumed all year round (in […]
TV
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 […]
How the decline in kids’ impacts affects future of TV viewing
In the ongoing battle of wits between digital and TV media owners, it’s clear that the truth lies somewhere in between. Google and Facebook gladly proclaim the imminent demise of linear TV, despite often heavily advertising on TV themselves, whereas Thinkbox and its shareholders (ITV, C4, Sky, Turner and UKTV) gladly parade the fact that […]
The power of the celebrity
The use of celebrities in marketing is no new concept, with famous faces being used to help promote brands since the start of advertising. In the last couple of years however, the success of celebrity marketing has been questioned, particularly amongst brands targeting millennials. Thus, leaving brands with a potentially high risk and high cost […]
TV ad lengths and how they affect your campaigns
There’s a variety of second lengths we can utilise for TV creatives, each with their own advantages. Let’s explore a selection of the options available to advertisers for some second length inspiration. 30 seconds The traditional and industry standard length, and what all cost per thousand (CPTs) figures work towards. There is no additional cost […]
Can multiple product ads from one brand work in the same ad break?
Recently we have had a client that is running multiple products in both similar dayparts and TV stations. All the products are financial and are aimed squarely at a 50+ audience. We have, at the client’s insistence, always tried to separate the products out into separate breaks, even though sales houses will only categorise clashes […]