Australia’s leading premium content creation companies have joined together to launch a campaign to show marketers the competitive advantage of maintaining or growing their advertising investment during CV-19.
The ‘When they go dark, the spotlight is yours’ campaign, inspired by the work of the UK’s Institute of Practitioners in Advertising (IPA), draws on independent analysis of advertising spend patterns during the 2008 recession in the UK.
The research found brands that maintained or increased advertising investment, relative to competitors, gained market share during and after the downturn. The IPA in the UK was kind enough to allow ThinkTV to share its research.
The Premium Content Alliance CEO Kim Portrate said: “We know what a difficult time this is for advertisers and consumers. We firmly believe advertising is a business driver that has a flow on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences. Brands that connect in trusted premium content environments will be best placed when the worst of the COVID-19 crisis is behind us.”
[1] Source: emma CMV Nov 19; OzTAM
Deep Dives
“Godfather of effectiveness”, Peter Field, recently analysed a wide range of evidence that demonstrates TV’s continuing importance when it comes to delivering real results for brands.
Deep Dives
In these short videos, Les Binet outlines the importance of understanding the growth prospects for your company, and your brand, through challenging economic times.
Deep Dives
Everything you need to know about the year ahead for Aussie TV.
Deep Dives
Australian Effie Award winners are a celebration of great campaigns that deliver real business results.
Deep Dives
Here’s a sneak peek of the TV coming your way this year. From brand new shows to fan favourites, we’ll witness the best in innovative, engaging content.
Deep Dives
Each year, across the globe, the TV industry celebrates World Television Day on 21 November to remind us all of the attention-grabbing power that Total TV holds.
Deep Dives / Publications
There’s been a whole lot of love for TV in 2021.
Deep Dives / Travel
As travel opens up within Australia and around the world, the tourism industry has a chance to capitalise on pent-up demand and a return to healthy revenue levels.
Deep Dives
What’s in store for the television platform in the future? To celebrate World TV Day on 21 November, leaders from around the globe came together to provide their perspective.
Deep Dives
How do Australian marketers connect with audiences effectively to drive positive business outcomes and, ultimately, growth?