#4 - On advertising effectiveness, highlights of 2023 and foresight for 2024

Dear colleagues,

Welcome back to the Share the TV and Radio Love! Your short and sweet dose of the latest in total television, radio, and audio! As we start to look back at the achievements of 2023 and explore the horizons of 2024, here are the latest headlines, cutting-edge trends and captivating research straight from the forefront of the advertising industry. Indulge and take the plunge!

• Shopping can be stressful, especially in the advertising marketplace. Buying Premium Video: A Definitive Checklist, by Freewheel and VAB, guides advertisers through the process of buying premium video inventory. They highlight transparency as one of the key factors that buyers should request while buying premium.
• In the Media Leader Podcast, advertising effectiveness expert Peter Field stated that “any sensible marketer would be crazy to walk away from TV”. Using the latest effectiveness evidence from the UK and Australia, Field explains how TV remains central to effectiveness. Tune in here.
• Why should TV and radio sales houses target their communication to the CFOs of their clients? What kind of language and financial terms are key to persuade brands of the essential role advertising plays in growing their businesses? For answers on this and more, tune in to egta’s latest Expert Series interview with Ian Whittaker.
• More on effectiveness: The Hidden Value of Peak TV study by ITV dives into the subject and presents immediate and lasting advantages of peak TV spots. Check out what ITV calls the ‘Duracell Bunny’ of advertising.
• The European Audiovisual Observatory has issued its yearbook showcasing the state of play of television, cinema, and on-demand services in more than 40 countries. Scroll through their key trends, pan-European and country tables.
• Reflecting on the highlights of this year, Kim Portrate, the CEO of ThinkTV, gives her perspective on 2023 as the year TV brought Australians together. Discover how TV has affected the nation throughout 2023 and how total TV reaches several millions of Australians every week.
• Look into a crystal ball with Kantar’s recent report on Media Trends & Predictions 2024! Shedding light on the numerous opportunities and challenges faced by content and advertising ecosystems worldwide, the report offers insights into key topics affecting the industry. Download it here.
• Multiscreen TV is commonly acknowledged as the most effective way of reaching the right audiences. Effectv highlights the advantages of allocating campaign investments across various screens and strategies as the key to maximizing audience reach. For more insights and recommendations on enhancing multiscreen TV campaigns, check out their latest TV Viewership Report here.

• IAB has released its initial mid-year supplement for its annual Podcast Advertising Revenue Study - U.S. Podcast Advertising Revenue Study 2023, conducted with PwC. The study illustrates that podcasting continues to flourish as a digital media channel. The report findings also highlight specific areas of opportunity that require attention for podcasting to maintain its growth. For more results, download the report here. ?
• Check out the 2023 Podcast Trends report by Spotify. Using data based on their catalogue of over 5 million podcasts, the report contains fresh and actionable insights, designed to empower podcast advertisers and publishers in gaining a deeper understanding of their audiences and enhancing their reach.
• Recently published the Spoken Word Audio Report by Edison Research and NPR dives into the latest trends of spoken word listening. One of the study's findings - podcasts now represent over one-third (36%) of time spent with spoken word audio. Find out the findings from the full report here.
• In collaboration with Amazon Ads, Edison Research issued Streaming Audio Is Thriving And Likely To Continue Growing. The report identifies the leading trends influencing the transformation of audio. Explore the opportunities that arise from these trends for brands seeking to connect and engage with consumers through advertising.
• RAJAR (Radio Joint Audience Research Limited) published the fall 2023 edition of its MIDAS (Measurement of Internet Delivered Audio Services) metrics report. It outlines the details of the entire audio landscape in the UK, including when, where, and how audio listening occurs. The full report is just a few clicks away.
• Another audiovisual industry report from the European Audiovisual Observatory contains a 2012-2022 analysis of broadcasting groups and streamers’ investments in original European content. One of the key findings - original content constitutes 35% of broadcaster spending. More findings and the full report are available here.

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The egta team