Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
TV VIEWING TRENDS
How marketers are adjusting to changing TV viewing habits in US
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:
- A slim majority of CMOs surveyed – 58% – say they are comfortable/very comfortable developing and executing their TV buying strategy in this increasingly complex environment.
- CMOs are comfortable navigating TV, but 80% turn to their media buying agency or consultant to gain insights or guidance on effective TV buying strategies, while 42% say their agency strategy team is primarily responsible for developing TV strategy. To increase reach and effectiveness of TV dollars, 44% intend to hire external partners or agencies in the next year.
- Developing internal talent is critical. CMOs look to their internal brand leaders to develop TV strategy (43%), handle the TV buying (36%), and gain insights or guidance on effective TV buying strategies (40%). Forty percent plan to hire in-house talent (digital/media/analytic) in the next 12 months
- Targeting with demographics still leads, but behavioural insights are not far behind. While demographics are still largely utilised to target TV buys (78%), with the increasing popularity of advanced TV opportunities, behavioural targeting (e.g., pet owners, auto enthusiasts, social followers of a brand) is a strong second at 64%.
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.