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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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  • News
    Za-naslovnu-prmccann

    Sajo // McCann and the most optimistic people in the world invited to a positive start in 2021

    whitesquare-naslovnica

    White Square Advertising Festival opened early bird call for entries

    BETC-naslovna

    If you had Santa Claus phone number, what would you ask?

    BETC-Lacoste-naslovna

    “Give for good”

    ogilvy-naslovna

    Ogilvy Social.Lab Amsterdam wins global pitch for the International Volleyball Federation

    oraketa-naslovnica

    3,2,1…and Oraketa takes off!

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

    Neli Angelova: Corporate social responsibility is no longer a trend, but reality

  • Opinion
    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

  • Diary

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Young Leaders

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

    Three questions for Tiffany Rolfe, Executive Vice President and Chief Creative Officer, R/GA, USA

    Tri pitanja za Ricardo Fergosso

    Three questions for Riccardo Fregoso, Executive Creative Director, McCann Paris and President Creative, McCann WorldGroup

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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Home News

TV takes almost two-thirds of successful big-budget ad campaigns

WARC issues their first Global Ad Trends Report, with a focus on TV

08/11/2017
in News
2 min read
TV takes almost two-thirds of successful big-budget ad campaigns

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

WARC, the international authority on advertising and media effectiveness, has released its first Global Ad Trends Report, digesting the latest insights and evidenced thinking from the worldwide advertising industry.

The first monthly Global Ad Trends report, focusing on TV, includes the following key findings:

TV takes up almost two-thirds of media spend in high budget successful brand ad campaigns

Data drawn from analysis of more than 600 case studies in WARC’s database show that successful high-budget campaigns ($10m+) allocate 66% of their media spend to TV.

Additionally, with an increasing budget comes an increased proportion of budget allocated to TV. At the same time, the proportion of budget allocated to digital decreases. Low budget campaigns (up to $500k) allocate on average 8% on TV and mid-budget campaigns ($500k to $10m) spend between 25% to 60%.

Medijske agencije očekuju povećanje ulaganja u TV 2018. godine 1

High-budget campaigns continue to focus on TV, despite the rise of digital

Budget allocation to TV has remained consistent in recent years, at approximately two-thirds. This tallies with TV’s share of global advertising spend, which has also remained stable over the period.

Financial services and alcoholic drinks brands are most TV-led.

TV draws 35% of global advertising spend

Data from WARC’s 12 key markets – Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, United Kingdom and United States – which between them account for approximately two-thirds of the value of global ad trade, show that TV drew 34.9% ($141.8bn) of global adspend last year. This is down from a peak of 40.5% in 2010, but is just a 0.9 point dip over the decade.

Media agencies expect TV costs to rise in 2018

Data from WARC’s Media Inflation Forecast, a survey of global media agencies, show that the cost-per-thousand (CPM) for a 30-second TV spot is expected to rise by an average 5% on a global basis next year.

TV CPM in the US, the world’s largest market, is anticipated to rise with the global average. In developing markets, namely India and China, it is predicted to rise well ahead of the global average.

Global Media Analysis: A round-up of the importance of TV

TV accounts for: 24% of daily media consumption; 35% of global advertising spend; 47% of global display adspend; 66% of successful, high-budget campaigns; 88% of global video spend.

Global Ad Trends is part of WARC Data, a newly enhanced dedicated online service featuring current advertising benchmarks, data points, ad trends and user-generated expanded databases.

Aimed at media and brand owners, market analysts, media, advertising and research agencies as well as academics, WARC Data will provide current advertising and media information, hard facts and figures – essential market intelligence for ad industry related business, strategy and planning required in any decision making process.

 

Tags: Digital AdvertisingGlobal Ad TrendsOnline advertisingReportsTV advertisingWarc
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