Nielsen recently released its first annual global report (insights here), finding that most advertisers are underspending when it comes to their media plans. The report suggests that media spend should be between 1% and 9% of revenue to stay competitive, whereas the average brand invests 3.8.% of its revenue on advertising. Whilst it’s not uncommon for […]
TV
World Cup 2022 TV & Digital advertising opportunities
With the games kicking-off during the busy Q4 Christmas and Black Friday period (21 November – 18 December), the 2022 World Cup will be a first for many brands competing for consumer attention and engagement during peak. What should advertisers consider? During a period in which UK advertisers would usually be planning their festive […]
TV Market Update – August 2022
June TV viewing recap Overall, Adult commercial linear impacts were down -11% year on year (YoY) in June. Daytime saw the biggest decrease in Adult impacts YoY at -12%, and peak at -9%. ITV’s Adult viewing was down the most overall YoY in June 2022 at -11%, followed closely by Sky and C4 at -10%. A closer […]
Demand generation for start-ups
Demand generation, in short, involves targeting broadly to widen the potential pool of consumers, whilst driving measurable demand for a product/service. Demand gen focuses on discovering prospects that already exist, as well as stimulating interest with a new audience. Often, brands aim to drive demand by supplying a solution (within a product or service) for an […]
How are online-born brands growing with TV?
TV essentially provides a ‘shop window’ for online brands and is also seen positively by consumers; conveying trust, quality, and credibility (Thinkbox). Many online-born businesses increased their investment in TV advertising in 2021. Between January-July 2021, online-born businesses invested £559.9 million in TV advertising alone in the UK (Nielsen) for linear TV advertising spend, which […]
Is CTV trying to replace linear?
Connected TV (Smart TV) household penetration has increased from 11% in 2014 to 76% in 2022. CTV is an attractive proposition to many advertisers, with the potential to combine the impact of high-quality AV content with digital targeting; reaching an audience that is proactively choosing content. Whilst many industry leaders see CTV playing a key […]