GTVG’s spotlight on the latest TV research and publications
NEW: Focus on the attention economy
In today's digital age, attention has become a critical metric for businesses seeking to connect with their target audience. Consumers are becoming increasingly selective about where they direct their focus, making it challenging for brands to capture and maintain attention. As a result, many companies now recognise the importance of attention as a new metric for success. The greater the attention brands can attract, the more likely they are to achieve their desired business outcomes.
With this in mind, The Global TV Group created a compilation of relevant research on the topic. The featured studies from Belgium, Australia, Italy and the United States examine the growing importance of the attention economy and the role that television plays in it.
We hope you find plenty of value in the collected research and invite you to discover the insights first-hand. The slide deck is available to download via the button below.
Focus on the lessons for advertising in a recession
Around the world there is no escaping the talk of a looming recession, and marketers everywhere are facing pressures to reduce advertising costs. However, research consistently shows – and experts continue to advise – that cutting ad spend comes at a high cost to brand health and long term business results.
With that in mind, the Global TV Group has put together a collection of insights from international industry experts to help you navigate this uncertain time, and to ensure that the brand decisions you make today set you up for success tomorrow. Get expert advice from Mark Ritson, the Harvard Business Review, Kantar, WARC, Byron Sharp, Peter Field and more.
And the one thing they all agree on: The most important thing is to maintain a presence.
Discover the first edition
This compilation puts the spotlight on four studies which merit international attention: The Video Advertising Bureau’s An Insider’s Look: Why Brands and Agencies are Shifting to Audience-Based TV Buying (US), VIA’s Rethinking Reach in the Digital Age (Belgium), SNPTV’s #ROITV3 study (France), and Screenforce’s Track the Success (DACH region).
The collection, freely available to anyone in the advertising industry, gathers the key learnings from the studies in question and the most pertinent graphs, together with a link to the complete research on the associations’ websites.
We hope you find plenty of value and inspiration in the collected research and invite you to spread the FOCUS ON widely.
The slide deck is available to download via this link.