#2 - On balancing ad load, local TV, and AI’s potential in audio.
Dear colleagues,
Welcome back to the Share the TV and Radio Love - your ticket to the captivating world of total television, radio, and audio! Get ready for an overview that promises the latest headlines, cutting-edge trends, and thought-provoking research from our advertising industry. Buckle up!
La Filière Communication - the research institute of the French Ministry of Economy - presented an international analysis at Cannes Lions, revealing that every advertising euro now generates €10.30 in economic value across 17 countries (1998-2019), an increase from €7 in a 2017 study (1998-2014, 35 countries), indicating a growing impact of advertising on the economy. Dig into the full slide deck here.
Last week Thinkbox organised Earning Attention: Vision and Sound in Advertising. The industry event explored how attention really happens and offered new insights to breathe fresh life into the attention debate, giving audio the recognition it deserves. You can catch up on the sessions here.
Local TV is thriving and more relevant than ever, per TVREV's latest report co-authored by Tim Hanlon and Evan Shapīro. The publication explores how local streaming transforms TV, benefiting broadcasters, advertisers, and consumers. Industry analysts Alan Wolk, Tim Hanlon, and Evan Shapīro provide insights in this 66-page deep dive. Download the report here for a comprehensive view of local TV's future.
What are some of the most exciting opportunities for TV companies and advertisers in the CTV space now? Which KPIs are most in demand by advertisers? During the latest episode of its Expert Series, the egta team was delighted to welcome Charles Manning, Chief Executive Officer of mobile & CTV app analytics company Kochava, to discuss the latest insights on attribution in the CTV space.
Orlando Wood, Rob Brittain, and Prof. Karen Nelson-Field held a webinar on 28 September, unveiling insights from their study, "The Triple Opportunity of Attention." Discover how creativity, attention, and ESOV impact business growth. Presented by Advertising Council Australia and WARC.
Ofcom, the UK's broadcast regulator, has recently announced its decision regarding TV advertising rules for commercially-funded public service broadcasters (PSBs). In a move that has stirred discussion within the media industry, Ofcom has opted to retain stricter rules for the time being, citing uncertain potential benefits. To get the full details on Ofcom's decision and its potential impact on the broadcasting landscape, read the full statement here.
Kantar's recent report into advertisers' 'preferred' channels asserted that marketers are falling out of love with TV. But behind the headline decline of linear TV lies a far more nuanced take – collectively, TV is in the ascendance. Thinkbox’s Lindsey Clay shares her insights in her latest opinion piece for Campaign.
85% in Brazil, 75% in Austria, 76% in Germany, and 75% in France… despite a fragmented and competitive landscape, TV continues to dominate time spent with video around the world. Find out more in The Global TV Group’s report Total TV’s Consumption Around the World, which gathers figures from 18 countries. Download the full deck here.
Media company ad loads, or the number of ads in a typical ad break on TV, have fallen over the last seven years as premium video providers prioritise quality over quantity. That’s according to a newly published report called The Delicate Art of Balancing Ad Load from FreeWheel, a global technology platform for the television advertising industry. Find out more here!
Explore the Sounds Profitable research on podcast listeners in The Podcast Landscape study. Authored by Tom Webster, this comprehensive survey of 2,400 Americans aged 18 and older delves into the world of podcasting. Discover key insights on familiarity and positivity, podcast discovery methods, favourite podcasts, listener tendencies, and the intriguing concept of The Persuadables - a segment with immense potential in podcast growth. Download the full report for in-depth findings and analysis.
What does a hybrid approach to measurement look like in the streaming audio world? What are the benefits and challenges of combining panels and logs in this evolving landscape? What about podcast and on-demand audio measurement? The egta team tackles these questions in its recent Expert Series interview with Daryl Battaglia, Senior Vice President of Measurement at Triton Digital, and discusses the latest insights on hybrid audio measurement.
Radiocentre and creative effectiveness platform System1 have launched Listen Up!, a unique and groundbreaking publication looking into the role of emotion in audio advertising effectiveness. Listen Up!, which is the first research of its kind to define left- and right-brain creative features for audio, offers actionable learnings into creating ads that will emotionally resonate. Explore the publication here.
SoundOut is excited to release the largest-ever sonic brand tracking and sonic strategy report. It includes an in-depth analysis of 135 US brands and provides unparalleled data on the effectiveness of sonic branding and marketing through in-depth research and analysis with over 150,000 consumers. The US SoundOut Index 2023 is available to download here.
RedTech News is publishing its first-ever comprehensive guide on AI and its impact on radio and audio. The guide provides a detailed takeaway snapshot of generative AI’s impact and opportunities and is available for download here.
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The egta team