ICYMI
week ending August 16th
why one of Google’s biggest spenders is redirecting some money towards TV and video ads
Booking.com is the latest digital company to shift media dollars to TV:
https://buff.ly/2MrGJIk
Our own @cmactweet on activation vs. brand building, and the courage required to come to the boardroom to demand long-term, brand building support.
https://buff.ly/31N2je7
here are 7 ways networks said they were ‘superior’ to Netflix at TCA summer press tour
7 ways that TV > Netflix
https://buff.ly/2Mefl0q
week ending August 9th
Mark Ritson: Seven Reasons why TV’s Doubters are Wrong
“Ofcom’s latest data yet again shows why TV should be at the top of most big brands’ media plans, yet some marketers insist on ignoring the facts.”
https://buff.ly/2OKgdMB
watch John Foley, Founder and CEO of Peloton talk about how TV transformed his business exponentially in his story
Peloton founder John Foley: “TV allows us to do a lot of storytelling, which is great for our brand.”
https://buff.ly/2Mzsuk2
8 lessons about marketing effectiveness from billionaires Warren Buffett and Charlie Munger
“Charlie Munger and Warren Buffett are not marketers by trade but there’s a lot marketers can learn from them.”
https://buff.ly/2YQaeto
week ending August 2nd
not all ad fraud originates overseas. law enforcement is starting to look closer to home
Ad fraud is expected to total $5.8 billion this year, and the FBI are now looking at domestic threats
https://buff.ly/2GO4o1g
Pinterest has plans to advertise on TV, in print and out-of-home, says its first CMO
(yet) another digital brand turns to TV for growth: Pinterest plans to advertise on TV
https://buff.ly/2LHApw2
D2C brands use tv to measure web visits: CBS’s Ross
“the new D2C brands don’t just want mass reach – they want to attribute TV ad exposure to online visitation, and beyond.”
https://buff.ly/2ZtKfEY
week ending July 19th
how Schitt’s Creek charmed the TV academy into three major Emmy nominations
Canadian content FTW! Congrats to #SchittsCreek for a well-deserved Emmy nom:
DTC brands are turning to TV: q&a with VAB
Why are so many DTC brands using TV to help scale their businesses? The VAB investigates:
only 21% of people think Amazon ads are helpful
An overview of product advertising on Amazon and American adults’ engagement and opinion of those ads. @WARCEditors
week ending July 12th
web giants investing heavily in TV ads
Online businesses continue to increase their investment in TV
https://buff.ly/2Sj7v5L
https://buff.ly/2XFAWFe
how Sephora is building connections beyond its stores
Sephora launched its 1st ever TV commercial, here’s why:
https://buff.ly/2XGajQw
Touch of Modern TV campaign helps direct-to-consumer company reach major milestone
Online retailer Touch of Modern says “We look at TV to not only reach short-term marketing objectives, but to build powerful brands.”
https://buff.ly/2lmgIhj
week ending July 5th
July’s chart of the month
Longer ads enhance memory effects: “When a short ad is seen after a long ad, there is a 51% uplift in explicit memory effects versus just 9% for seeing a short ad in isolation.”
three things DTCs have learned as they get into TV
DTC brands and startups are all flocking to TV – here’s what they’ve learned:
the WFA’s “The State of Advertising report”:
week ending June 28th
3 big Cannes Lions takeaways marketers can learn from
The 3 main takeaways for marketers at Cannes Lions this year (Tip #1: Don’t fake being woke)
https://buff.ly/2ZKCryo
brand of the year shortlist profiled: Cadbury
By strategically using TV advertising, Cadbury has consistently seen higher purchase intent scores over the past year.
https://buff.ly/2Xn3naQ
aging Is about living in the moment
Boomers’ “hedonistic tendencies” and how to market to them
https://buff.ly/2xc2zG7
week ending June 21st
Toronto Raptors’ game 6 broke Canadian tv records
The raptors make basketball – and TV – history: A record-breaking 15.9 Million Canadians watched game 6
étude d’attribution des médias canadiens
Accenture attribution study: Thanks again to everyone who came out to our Montreal presentation; you can download the French presentations & whitepaper here: https://buff.ly/2XoPOa0
Blue Ant greenlights more paranormal, lifestyle titles
Upfronts ’19: Highlights from Blue Ant Media
week ending June 14th
Étude D’attribution Des Médias Canadiens
We’re coming for you Montreal! Join us Wednesday for “étude d’attribution des médias canadiens”:
https://www.eventbrite.ca/e/inscription-etude-dattribution-des-medias-canadiens-62260720491
consumers will spend 800 hours using mobile internet devices this year
“Television will remain the world’s favourite medium throughout our forecasts, accounting for 33% of all media consumption in 2021” – Zenith
https://buff.ly/2FdAkLC
the most effective raptor ads according to science
Using science to determine the most effective Raptors commercial:
https://buff.ly/2F3ThjP
week ending June 7th
why all growth plans should start with attention
The importance of attention in media, and how it impacts brand growth
https://buff.ly/2Z8E2ha
Canadian advertisers may be overspending on digital: eMarketer
“eMarketer report shows Canadian advertisers are ‘overactivating and underbranding’ digital”
https://buff.ly/2EQD4yj
upfronts ’19: announcements from Bell Media & Corus
https://buff.ly/2wMMBlS
https://buff.ly/2XCizwG
week ending May 31st
upfronts fact check
We did some fact-checking in advance of the Upfronts:
https://buff.ly/2VVUorD
CBC lifts the curtain on 2019/20 roster
Highlights from CBC’s Upfront last week
https://buff.ly/2Z5Rlit
upfronts ’19: announcements from CTV, Global & CityTV
https://buff.ly/2wy3Vuz
https://buff.ly/2wyr4Nx
https://buff.ly/2Z76QXv
week ending May 24th
tv ads still more relevant to consumers than streaming video ads
Consumers say TV serves the most relevant ads – 5x more than streaming video
https://buff.ly/2HoIenc
tv advertising drives small business growth
New study shows the power of TV advertising for small and medium sized companies
https://buff.ly/2X6vXcq
exposing the black hole of online video advertising
The “eyebrow raising” adpend going to online video – and why the math doesn’t make sense
https://buff.ly/30BPB1X
week ending May 17th
expected growth in upfront ad commitments shows TV’s not done yet
TV ad commitments have continued to grow YoY.
https://buff.ly/2LLh7H3
why scale still matters for brands
“Unfortunately, there is still no substitute for spending money. But nobody wants to believe that.”
https://buff.ly/30jhD25
linear TV ads remain most ‘relevant’ to viewers
TV advertising is the most relevant to consumers, according to Adobe ad study.
https://buff.ly/2VwlTaT
week ending April 26th
CMDC 2019 MXI Summit
Thanks again to our panelists at the @CMDCCanada Summit last week – download the Accenture whitepaper to learn more about the study results:
https://buff.ly/2UCl6op
direct-to-consumer brands that built their businesses without traditional advertising are now embracing it in key ways to fuel growth
An increasing number of popular D2C companies use TV advertising to build viable brands
https://buff.ly/2GCYiB8
marketing investment pays off for PepsiCo
Marketing spend drives sales, just ask PepsiCo: “It is clear evidence that the advertising that we’ve been putting into the market place is working” said Hugh Johnston, PepsiCo’s CFO
https://buff.ly/2V9XOe7
week ending April 12th
Canadian advertisers leaving $1.4 billion on the table
Why are Canadian advertisers are leaving $1.4 Billion on the table?
https://buff.ly/2KGwzUr
advertising effectiveness for dot coms
Our favourite effectiveness experts, Les Binet & Peter Field, on why online businesses need the brand-building powers of TV.
https://buff.ly/2KFHxcz
Proctor & Gamble
P&G makes biggest ask yet of digital media – civility
https://buff.ly/2V5vrxG
why we still need the tv upfronts in 2019
The continuing importance of TV Upfronts in our current media landscape
https://buff.ly/2P5DKnC
week ending April 5th
ThirdLove taps the power of tv
Online D2C brand, ThirdLove, praises the benefits of TV’s brand building capabilities.
https://www.warc.com/NewsAndOpinion/News/41879
Schitt’s Creek, Anne with an E take top honours at Canadian screen awards
Home-grown content #FTW! Congrats to all the winners at the Canadian Screen Awards last week.
https://www.cbc.ca/news/entertainment/csa-2019-winners-1.5078475
WFA urges brands to hold platforms to account
WFA calls on brands to hold social media platforms to account in light of brand safety issues
https://www.wfanet.org/news-centre/wfa-urges-brands-to-hold-platforms-to-account/
week ending March 15th
advertising effectiveness vs. efficiency: what is important?
Giant digital disruptor brands (such as Google, Facebook, and Uber) are waking up to the power of long term brand building and shifting their advertising dollars towards traditional mass media.
https://buff.ly/2u3Wudh
GroupM rolls out expanded viewability standards
GroupM announces new global standards for viewability, measurement, and brand safety.
https://buff.ly/2XUXYEK
media, marketing, & measurement
In case you missed our newsletter, we’re headed to Vancouver/Edmonton/Calgary in early April! Check out the event and register here:
https://buff.ly/2Ho71sG
week ending March 8th
Kraft Heinz’s giant setback could boost brand spending
Kraft and the case for brand building: “You can’t cut your way to long-term profitability”
why D2C brands should invest in tv advertising
3 reasons D2C brands need to invest in TV Advertising
big companies still advertise on tv
“Why do big companies still advertise on TV instead of social media?”
week ending March 1st
tv underrepresented in media budgets: Accenture study
Accenture research shows that Canadian advertisers are under-investing in TV and failing to take its “halo effect” on digital channels into account.
https://buff.ly/2tFdnLp
tv & BVOD offers advertisers twice the impact as tv & social
Research from ThinkTV Australia shows pairing TV ads with BVOD drives 2x the sales impact compared with a TV + social video combo
https://buff.ly/2H52Ela
Oscars up almost 10%
Loving Lady Gaga & Bradley: Oscars up almost 10%, reaching 11 million Canadians
https://buff.ly/2tP3ryY
week ending February 8th
tv and digital advertising need to stop fighting and admit they need each other
Fantastic argument on why your media plan should combine the power of TV and digital, not TV vs digital.
what we know about Super Bowl advertising
“Super Bowl ads can impact sales for months afterwards” @WARC
by the numbers: what’s the magic media combination?
Detailed findings from Ipsos research highlight the best media for your category, customer and brand objectives
week ending February 1st
amazon to reclaim super bowl ad spot as it spends big on TV marketing
Digital giants understand the immense power of TV – “Amazon’s TV ad spending rose more than 60% in 2018”
https://buff.ly/2HGuW7q
four insights from the 2018 IPA effectiveness awards
The power of Emotion, TV, Distinctive Brand Assets, and Influence are the key takeaways from the 2018 IPA Effectiveness Awards
https://buff.ly/2FVJ8rw
understanding YouTube enthusiasts’ affinity for video content
we loved the VAB’s #chartoftheweek, have you seen their new TV & YouTube report?
week ending January 25th
tv preferred: understanding YouTube enthusiasts’ affinity for video content
YouTube fans are 51% more likely to purchase a product they saw while watching TV than while watching their favourite YouTube personality @VideoAdBureau
https://www.thevab.com/pe-youtube-enthusiasts/
thanks to addressable tv, budgets are starting to move away from Facebook
In the UK ad budgets are starting to move back to TV from Facebook
https://digiday.com/marketing/addressable-tv-budgets-move-away-facebook/
Canadian media attribution study (thinktv event)
We have a new event Feb 25 – Advertising in a Multi-Channel World: Canadian Media Attribution Study – register now, spots are filling up quickly!
https://thinktv.ca/post/canadian-ad-attribution-study/
week ending January 18th
advertising effectiveness in a multi-channel world
thinktv announce a first-of-its-kind-in-Canada attribution study; research launch event Feb 25
https://buff.ly/2CBTwkp
direct-to-consumer brands are ushering in the age of intelligent tv buying
DTC brands are shifting their budget from social to TV to reach a wider audience
https://buff.ly/2VSHc80
VAB 2018 recap – tv drives outcomes
Check out this 2 min video that showcases why TV remains the strongest influence on consumer decisions, courtesy of @VideoAdBureau,
https://buff.ly/2FAzB9g
week ending January 11th
30 most important takeaways from the three best marketing books released in 2018
Key takeaways from the 3 best marketing books of 2018:
https://buff.ly/2LWji73
Bell Media introduces more precise tv targeting
Bell Media’s new Strategic Audience Management tool (SAM), will utilize Nlogic & Numeris to provide precise audience targeting:
https://buff.ly/2FpLleB
it’s time to create a risk-free, open and connected advertising environment
If you expect nothing but the highest standards for security and safety of other products, why not your media as well? TV’s premium content adheres to those standards:
https://buff.ly/2QvdphI
week ending December 14th
Mark Ritson: the story of digital media disruption has run its course
GroupM notes: “Ad-supported TV remains hands-down the most effective advertising medium. It consistently and convincingly argues for its safety and certainty, with proofs of ROI.”
https://buff.ly/2SsM8Ol
Canada leads the market for linear TV penetration [study]
Canada is one of the world’s strongest markets for TV penetration according to the Global TV Group. https://buff.ly/2EnCcBU
You can download the Global TV deck on our website: https://buff.ly/2Tur8Z6
committed: 360 wheel
The long lasting cycle of millennial engagement with TV content by the VAB.
https://buff.ly/2RPqdRr
week ending December 7th
what the grown-ups think about tv
“What the Grown-Ups Think” – a great recap of GroupM’s State of Video Report
2019 golden globe nominations: the complete list
Sandra Oh and Andy Samberg to host 2019 Golden Globes – check out all the nominees here
https://buff.ly/2ruLswr
assigning tv credit: a practical guide to attribution
The evolution of TV attribution (VAB)
https://buff.ly/2ruLsfV
week ending November 30th
don’t do that! mistakes for marketers to avoid
Don’t do that! Les Binet on Mistakes Marketers should avoid (like price promotions)
https://buff.ly/2Arh626
tech giants are gobbling up tv ads: thinktv’s Baehr
Laura Baehr on the power of TV advertising: “The digital players are our best case studies” (VIDEO)
https://buff.ly/2U9In21
peoples jewellers organizes an on-air proposal
Hockey, romance, and a great TV execution:
https://buff.ly/2U88c2s
week ending November 23rd
context is king when it comes to tv and youtube
thinktv Australia emphasises the importance of context when comparing TV and YouTube metrics
https://buff.ly/2qWpLoW
media, marketing & disruption videos
Peter Field’s “Effectiveness in Context” & Brainsights’ “Culture, Brains & Ads” presentation videos are now up on our website:
https://buff.ly/2SiCuyH
Mark Ritson: Gary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media
Mark Ritson details what Gary Vaynerchuk gets wrong about the value of TV and social media
https://buff.ly/2zWmlGL
world tv day 2018
an updated Global TV Deck was released by the Global TV Group on World TV Day (Nov 21)
https://buff.ly/2Tur8Z6
week ending November 9th
will all these effectiveness studies be effective?
Several recent effectiveness studies reiterate the same finding: there is too much focus on short-term returns and not enough on long term brand building.
https://buff.ly/2qMRp7D
digital disruptors turn to tv for extra lift: VAB’s Cunningham
Disruptors like Wayfair are using TV to drive massive scale and sales increases.
https://buff.ly/2RQL9aC
live tv satisfies viewers’ needs more than other media, study finds
Why do we watch TV? Netflix? YouTube? MTM explores the 8 “need states” of video viewing in “The Age of Television” study.
https://t.co/dCFfBgwobs
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