
Volkswagen Group Africa continues creative partnership with Ogilvy
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
TV VIEWING TRENDS
By our News Team | 2022
Traditional television is still attracting significant ad spend, but this is slowly but surely moving to newer forms of TV viewing.
US marketers and their agencies are having to come to terms with significant changes in television viewing habits, a recent study emphasises.
Advertising dollars are shifting to streaming, the researchers found. And while linear/broadcast TV still draws substantial media spend – a third of marketers dedicate 25% or more of their budget to it – over the next 12 months, 52% of marketers plan to increase budget for connected TV (smart TVs, gaming consoles and connected devices).
In addition, 34% of marketers say they will be dedicating more dollars to addressable TV (cable and satellite providers), while 25% of marketers are looking to decrease their linear/broadcast TV budget going forward.
Photo by Ketut Subiyanto from Pexels
Titled “The Unstoppable Evolution of TV to Total Video: Everything You Wanted to Know About Next Gen TV, Video and Streaming, But Were Afraid to Ask,” the study/guide has been published by the CMO Club, is a community for marketing leaders, and Catalina, a specialist in shopper intelligence and personalising the shopper journey.
The guide cites several statistics that underscore how Next-Gen TV is poised to overtake both linear broadcast and cable TV in the future.
Enormous new opportunities for marketers
“In this aggressively evolving environment, the opportunities for marketers to find and target audiences based on when and how they are consuming video content is enormous, especially now that brands can expand beyond just demographic data to reach specific audiences and households who are more receptive to their products and services,” the research team says.
Adds Stacey Hawes, US Chief Revenue Office at Catalina: “Today’s marketers need to adopt an omni-channel strategy, and TV has only increased in value with more consumers cutting the cord and moving to streaming options during the pandemic. In fact, more than one in four households no longer have a cable box, so you cannot reach them with traditional linear TV [advertising] buys.”
Among the other key findings:
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
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The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
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Researchers find that the location of sales interactions may be just as important as crafting a clever sales pitch.
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Annual CMO Breakfast in Kampala hears that achieving success in the boardroom requires depth and an understanding of your ‘kingdom’.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.