by Clément MAERTENS | May 22, 2026 | Business cases
The strategic response: the TV advertising paradox The TV Advertising Paradox did not begin as a creative idea in search of a problem. It emerged as the strategic response to what the market review revealed. At the centre of the response sat a contradiction that could...
by Clément MAERTENS | May 22, 2026 | Business cases
M6 Unlimited is building a simpler route into TV and streaming advertising for smaller and newer advertisers. Its offer combines a dedicated SME buying path through its future ad manager, lower entry budgets, support across strategy, creative production and...
by Clément MAERTENS | Apr 24, 2026 | Business cases
TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network...
by Clément MAERTENS | Apr 24, 2026 | Business cases
Context and objective In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This...
by Clément MAERTENS | Mar 27, 2026 | Business cases
FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes...
