ICYMI

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.”

https://buff.ly/2RPi54v

 

three ghings DTCs have learned as they get into TV

DTC brands and startups are all flocking to TV – here’s what they’ve learned:

https://buff.ly/2XaWedO

 

The WFA’s “The State of Advertising report”:

https://buff.ly/31Fuigp


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

https://buff.ly/31BBbzt

 

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

https://buff.ly/2XVJ0h8


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”

https://buff.ly/2SK4DOh

 

why D2C brands should invest in tv advertising

3 reasons D2C brands need to invest in TV Advertising

https://buff.ly/2Hhs3rU

 

big companies still advertise on tv

“Why do big companies still advertise on TV instead of social media?”

https://buff.ly/2J703d5


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.

https://buff.ly/2WxWG1z

 

what we know about Super Bowl advertising

“Super Bowl ads can impact sales for months afterwards” @WARC

https://buff.ly/2WTl91r

 

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

https://buff.ly/2RVqBNM


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?

https://buff.ly/2WiNwWP


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

https://buff.ly/2KTn3cY

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 –

https://buff.ly/2w4pvau

 

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.”

https://buff.ly/2w97k3b

 

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.

https://buff.ly/2LgTe4E


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