ICYMI
week ending November 2nd
efficiency versus effectiveness: why marketers need to move beyond ROI
Why marketers need to move beyond ROI (hint: it’s not always scalable so can ultimately limit growth) – VIDEO
https://buff.ly/2Pz514k
consumers believe brands intentionally place ads next to unsafe content, study says
“The (negative) consumer effect of placing ads beside unsafe content” – RESEARCH
https://buff.ly/2P06MZ5
media numbers we find interesting
Media Numbers we Find Interesting (did you know that 26.5 million Canadians tuned in to the 2018 FIFA World Cup?!)
https://buff.ly/2Jr5mki
week ending October 26th
media, marketing & disruption
Last week thinktv hosted Media, Marketing & Disruption: Check out the presentations on our website (videos coming soon!)
https://thinktv.ca/post/media-marketing-disruption
week ending October 19th
10 lessons all marketers should take from Direct Line’s brand strategy
Mark Ritson’s 10 key lessons on campaign effectiveness
https://buff.ly/2CoQjWX
the outsider’s view of marketing effectiveness
Marketing effectiveness comes down to the “relationship between spend, revenue and, ultimately, profitability”
https://buff.ly/2RUiSRl
commercial tv broadcasters commit to net billing to improve tv trading
Commercial Broadcasters Unite on Net Billing
https://buff.ly/2EveYeO
week ending October 12th
SkipTheDishes looks to hockey’s primetime audiences
Another online business, SkipTheDishes, chooses TV to launch a (BRILLIANT) new ad campaign
https://buff.ly/2RRiwuM
the top 25 women in global television
Women champions in the global tv industry
https://buff.ly/2NAUOzj
tv basics
the thinktv “TV Basics” report has been updated and is available on our website
https://buff.ly/2Iv5QFx
week ending October 5th
not all millennials binge watch tv on streaming services; in fact, most prefer traditional platforms
Millennials have a strong emotional (and time) investment in ad-supported TV content: Emotional connection and social discussion are just some of the reasons that drive millennials to watch TV; VAB report.
https://buff.ly/2y9EKQi
tv is on top, digital saturates quickly: Ebiquity’s Campbell
Ebiquity’s Mike Campbell warns that too many companies overestimate the value of digital “I think a lot of marketeers have an overstated view of the importance of some of the digital channels. A lot of people aren’t seeing this stuff.”
https://buff.ly/2RiNgUS
Next will see that moving ads from TV to digital is never seamless
The perils of vanity metrics: “If you emphasise vanity metrics such as likes and followers, you can easily lose sight of metrics that show how marketing campaigns and programmes deliver against the overall marketing strategy and business goals such as revenue growth”
https://buff.ly/2DJuof4
week ending September 28th
what we learnt at future tv advertising forum Canada – confidence in tv is returning
The 3 key takeaways from this year’s Future TV Advertising Forum in Canada
https://buff.ly/2QYbJ1V
a golden age for television advertising
Ebiquity claims that despite the negative headlines, we’re currently in the golden age of TV
https://buff.ly/2Obxj4m
Adobe, Placed show how tv ads drive store visits
Dentsu Aegis: TV drove an 8.4% lift in store visitation, translating into a 2.3x return on ad spend
https://buff.ly/2DxfiJH
week ending September 21st
ad effectiveness: five lessons from the Godfathers
Les Binet advises that brand building has become MORE important in recent years
https://buff.ly/2xiXQTv
VAB Study: Millennial Viewers Attached to TV Programming
Report: millennials are connected to TV shows and their characters, and that emotional attachment is important because “someone who is highly attached is three times more likely to engage with the brand”
https://buff.ly/2PVMSu9
the Good Doctor cast takes you behind-the-scenes
Behind the scenes with the Good Doctor!
https://buff.ly/2xzwpoy
week ending September 14th
steam whistle makes a big return to tv
Steam Whistle returns to TV after 10 years, and discovers that their TV spot drove their social and digital campaigns as well.
http://mediaincanada.com/2018/09/12/steam-whistle-makes-a-big-return-to-tv/
don’t sleep on tv: how television drives outcomes for the mattress & bedding categories
The mattress industry’s TV spend increased by 74% in 2017.
https://www.thevab.com/dont-sleep-on-tv/
IKEA reuses a classic spot
IKEA revisits its iconic “sad lamp” ad from 2002.
http://strategyonline.ca/2018/09/10/ikea-reuses-a-classic-spot/
week ending September 7th
short-termism throwing marketing budgets out of whack: Les Binet
Warning for marketers: You’re choosing the wrong mix of brand building and activation (Les Binet)
https://buff.ly/2NMSRkp
how we can fix the distraction economy
The Distraction Economy: “We are so busy busking for low-quality attention that we are losing sight of how brands are built – through compelling stories, told well.”
https://buff.ly/2MJKz01
why GoodLife chose to return to tv
Goodlife returns to television, saying “story-driven” ads are the most impactful on TV.
https://buff.ly/2NOvwia
week ending August 24th
video impact: the value of mass marketing compared to targeting
Wondering where to spend your video $’s? New ARF research found that TV is “considerably more powerful regarding sales [and] brand effects” compared to online video.” READ the full report –
how tv advertising bests the tech duopoly for return on investment
Karen Nelson-Field does some excellent Media Math in this article: “The numbers talk. Seeking low-cost reach is a fool’s errand. Advertisers need to stop their obsession with the upfront CPM and think of the long game when buying reach.”
big brands have ‘wasted’ cash on unproven digital advertising, warns Ehrenberg-Bass Institute
Brands are wasting money on targeted digital campaigns and making other flawed marketing decisions amid a false belief they are losing out to smaller rivals, a new report has claimed.
week ending August 17th
the future of television is…more television
TV’s ability for reach, brand building, and maintaining that brand is still unrivalled.
https://buff.ly/2w6oVYF
VAB says tv ads fuel automaker web traffic
The VAB’s latest study shows the direct correlation between increased tv spend and driving unique web traffic.
https://buff.ly/2MJK2Hx
big screen and small screen: the impact of mobile video advertising on tv campaigns
“Verification of an ad being viewed is the first step in determining effectiveness.”
https://buff.ly/2L1vMbn
week ending August 10th
targeting or mass marketing? the answer is both
Ritson urges marketers everywhere to create business plans that include a healthy balance of media channels. “A great brand plan manages to hit short-term sales targets while also funding longer-term brand objectives that focus on brand health metrics.”
https://buff.ly/2vwcepQ
the internet bet on advertising. but it got the bet wrong.
The appeal of the internet is its lower price, “but when you’re trying to reach everyone, TV is still cheaper. Oh, and the creative space — the thirty second spot — crushes a 1.7 second blip on Facebook.”
https://buff.ly/2vehu4s
Survey: U.S. Electorate, Burned by Fake News, Trusts TV News More Than Other Sources
Over 70% of people across all demos said they are likely to depend on TV to stay informed for throughout any election cycle.
https://buff.ly/2MLomLj
week ending August 3rd
video advertising has month-long effects
“Memory retention for TV advertising was so strong that its impact on sales after 28 days was greater than Facebook or YouTube could generate at their peak”
https://buff.ly/2v3c0Hr
the TV set reigns supreme at the top of the “hierarchy of screens”
Viacom’s latest research concluded that TV is still the most preferred screen among all media devices…including millennials.
https://buff.ly/2ADKfKH
apple’s ad strategy: no social, no problem
Apple increased their TV spend by 36%, generating 3.3 Billion TV impressions in Q2 alone.
https://buff.ly/2na1J86
week ending July 27th
it’s pretty simple: make better ads
It’s time to create better ads: “Build the most creative teams to get the best insights and push that creativity for all that it’s worth”
https://buff.ly/2LDYBz7
targeted messaging is only one piece of the advertising puzzle
Are we over-relying on technology and ignoring creativity? Rory Sutherland thinks so. In this great opinion piece, he reminds us that targeting is only one piece of the advertising puzzle.
https://buff.ly/2uK9IwB
thinktv fast facts
We released new data and updated some of our fast facts this week! Learn more about Reach, Screen Time, Audience viewing habits, and more here: https://buff.ly/2mPp5j0
week ending July 13th
mindshare video: all that glitters in not gold
“Always check Shiny New Objects against scale and marketing truths” -Mindshare
https://buff.ly/2NLvEj3
millennials prefer tv viewing to digital media
Millennials continue to choose ad-supported TV over digital media – even in summer.
https://buff.ly/2tQv3UJ
it’s not the end of advertising – new research shows it’s not just surviving, but thriving
“TV is a driver of innovation – it drives search and response better than any medium, due in part to the rise of the second screen.”
https://buff.ly/2NdqivL
Bonus:
We updated our “TV Live Viewing & PVR Usage” report with new data – Check it out here.
week ending July 6th
study: FMCG, auto & finance under-invested in TV ad spends
Ebiquity’s latest study found that companies in the FMCG, auto, and finance sectors improve their ROI by shifting more of their media dollars to TV.
https://buff.ly/2u4HKKZ
do you suffer from ‘screenesthesia’?
With multiple screen options and sizes, it’s important to be aware of where you put your video for the best advertising effectiveness results.
https://buff.ly/2ujq9yX
‘something happened’ that led us back to TV
Facebook is using TV to share its message: “It says a lot about the brand’s awareness of the limitations of its own platform that the ad was created specifically for television”
https://buff.ly/2zcqtoS