Big screens are impressive and effective attention-grabbers, but without careful planning ad euros go to waste. When the economy isn’t growing as expected while the media market keeps developing fast, it’s a good moment to stop and consider how well-founded your media choices are. Many of the greatest success stories were born and flourished in the middle of crises.
Instead of budget cuts, it’s worth asking whether changes could deliver a bigger impact. By following the industry’s hottest trends, changes can be tailored case by case and tested together. We help you understand and adopt what these trends mean for your brand – and what’s genuinely useful for it.
Total TV
The long-planned TV & VOD cross-measurement project is nearing completion. During 2024, Total TV buying and measurement will be revolutionised as shared metrics are introduced for measuring TV content advertising. With the strong growth of VOD, this enables more precise strategic planning and better optimisation of ad spend. Finland is a pioneer of cross-measurement, uniting the strengths of the big media houses. For advertisers this adds cost-efficiency and creates new buying opportunities. When making media choices it’s essential to understand and use the existing data on audience distribution between TV and VOD. As the number of products grows fast, well-executed campaign optimisation, planning, analysis and reporting become increasingly important.
CTV
Connected TV is now a growing trend in Finland too, offering entirely new big screen advertising products. The offering is developing fast and there are already several providers. Targeting reaches Smart TV devices connected to the network or to pre-installed TV apps. The number of network-connected Smart TV devices in Finland keeps growing strongly. Now is a great time to jump in – for example by adding CTV to a Total TV mix. So far CTV still has very few advertisers in Finland, even though advertising is affordable and targeting options are plentiful. We navigate the CTV environment with ease and encourage well-founded experiments with new ad formats.
Attention as a metric
Advertising is everywhere and in abundance, but where does attention land, how much of it, and what sticks in the mind? Lumen’s Attention Economy research studied which advertising gets noticed, and in particular how active attention affects advertising effectiveness and impact. TV, VOD and cinema advertising came out on top of the metrics. All of our planning is based on case-by-case ideation built on verified metrics. We pay special attention to which metrics different media use and make sure reporting stays consistent. (Source: https://lumen-research.com/blog/lumen-audio-attention-economy/)
The era of HVOD
Hybrid video on demand, more familiarly HVOD, is drawing viewers towards cheaper ways to consume content. Oversupply of content and a tight economy have reduced people’s willingness to pay for entertainment. For many paid streaming services the saturation point has been reached, and fierce competition has pushed providers to raise prices beyond consumers’ pain points. On the other hand, financial discipline has enabled HVOD services to grow. Lighter versions carry less advertising than full streaming services, enabling lighter consumption at a lower price. In Finland the three biggest TV media are seizing the market before Netflix and its rivals roll out their own services here. Domestic content consumption has stayed strong and will continue to do so – content consumed on the big screen keeps diversifying and the field will keep fragmenting.
Gaming
Video gaming is an established part of the mainstream everywhere, but when is the right moment to add gaming advertising to the media menu? Many still picture the typical gamer in outdated terms, even though the typical gamer you can reach is aged 25–66. Gaming has become one of the world’s largest forms of entertainment in terms of time spent, audience size and revenue. It reaches broad demographics across different platforms in a focused but relaxed state of mind. Gaming attracts a lot of attention because it brings people meaning, connections and interactivity in a way no other medium does. Casual mobile gamers in particular can also be reached at times of day when consumption of many other media is lower. Because audiences and platforms are plentiful, we make sure gaming advertising is added to the media menu in a way that suits each client.
Source: Casual Gaming Advertising White Paper 2023, Smartclip
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