?? Ready to Share the TV and Radio Love? Here is your monthly dose of inspiring resources, new research and compelling data stories reflecting the latest trends in multi-platform TV, radio and audio.
This month you can expect highlights in recent research and events from across the TV and radio advertising industry, with a focus on TV's enduring effectiveness and the rising importance of personalised audio ads. We delve into creativity in TV advertising, the industry’s readiness for a multi-currency environment, and leveraging audio to reach business decision-makers.
- Marketing effectiveness godfather, Peter Field, has put out a brand-new white paper examining the last 10 years of effectiveness data from the IPA – together with the attention data from Amplified Intelligence, Lumen, System1 and The Australian Effies. The paper includes an insightful opener form Mark Ritson and investigates why TV is still at the heart of marketing effectiveness, and what is required to keep it there! A must-read – download it here.
- Is ad time in high-quality video content set to grow in 2024? What makes TV a particularly unique medium? Why should TV be a central part of a brand’s video plan? These questions were answered at Thinkbox’s ‘In Sight: new trends in TV’ event. Explore the most recent TV viewing, planning and ad spend trends – catch up on the video and download the deck here.
- Thinkbox also revealed a new study, ‘Context Effects’, conducted with Map the Territory and Tapestry Research. This new piece of research explores the key factors influencing in-home video advertising performance. The study shows that professionally-produced video drives 60% higher ad recall than non-professional content. Explore even more useful insights by catching up on the event here.
- What happens when creativity meets TV? Brand magic! This powerful formula was presented at thinktv Canada latest webinar with award-winning creative director and Cannes Lions advisory board member, Karen Howe. Broadcasters’ creativity experts reveal some of the most captivating TV spots and share brand success stories. An inspirational webinar and discussion – you can catch up here.
- Is the US TV advertising industry truly prepared to move to a multi-currency environment? The 4A’s Measurement Committee is not so sure. Their latest paper offers a solutions framework, addresses both short- and long-term concerns, and underlines the crucial factors to consider before embarking on the transition to a multi-currency environment. Dig into the report here.
- How can we learn from linear TV best practices to curate exceptional Connected TV ad breaks? CTV ad server, Publica by IAS, tries to find out in a new white paper on mastering the art of CTV monetisation. This comprehensive guide reveals what attributes are required to deliver a quality viewing experience and maximise CTV yield. Download the paper here.
- We are in the midst of a TV advertising data revolution. Thankfully MRI-Simmons are here to help you navigate these uncharted waters. This ebook breaks down how marketers can take real action throughout the entire advertising process to improve business outcomes. Explore the full ebook here.
- In case you missed it – the first installment of egta’s audio measurement publication has just landed, offering a global overview of key developments and best practices in the evolving audio measurement landscape. The report includes an in-depth look at the latest innovations across markets, including those that have recently transitioned to hybrid or electronic measurement. Learn all about the progress in this space – check out the report here.
- Investing as much as 11% of a campaign budget in radio could double campaign effectiveness, an exclusive Australian study shows. The research by Mark Ritson and CRA investigates how radio spend can directly boost an ad campaign’s effectiveness, revealing radio’s role as an integral part of the media channel mix. Check out the slide deck and presentation here.
- Users are 60% more likely to purchase from a brand that personalises its communication, according to a case study by Instreamatic and dentsu. The research involved delivering both generic and personalized AI-generated audio ads into a streaming audio listening environment. The results were clear, showing that AI-generated audio ads drive +10% higher performance while personalised ads increased brand favourability by +22%. Watch the demo and find out more here.
- Do you listen to the radio while driving? Cumulus Media and Westwood One Audio Active Group shared the latest Nielsen study results navigating the dynamics of the relationship between TV and radio ratings, demystifying the drive time myth. 59% of listening occurs outside of drive time. Middays and weekends also come out far stronger than advertisers perceive. For more insights and details, watch the video and access the full report here.
- Here we have another brilliant piece of research by Cumulus Media and Westwood One Audio Active Group, which looks at how B2B marketers can use audio to reach business decision makers. The findings indicate that radio reaches nearly all business decision makers in important consumer categories for advertisers, and podcasts have significant reach in these segments too. You’ll find the report and video of the key findings here.
- In their State of Audio Technology Report 2023, Adswizz compile an exclusive set of insights into the most compelling trends and opportunities in the audio ad tech industry. Looking for recommendations on how to engage audiences, monetise content, and evolve tech capabilities? Download the report here.
Which resource did you find the most useful? Is there a specific topic you are eager to delve deeper into? We are all ears! ??
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Director TV at egta (international trade body of multiplatform TV and audio businesses)
8 个月great stuff, as usual!