Digital agency LCG New Media held the sixth installment of its professional meeting LCG Breakfast Club last week. The event, which took place at the agency's premises, focused on current trends and data from the media market with a special emphasis on television advertising and its modern forms. The main topic of discussion was primarily the connection of traditional television broadcasting with the growing Connected TV (CTV) segment.
During the meeting, experts presented strategies for the growth of smaller brands, as well as ways to strengthen market position in established categories. A significant part of the program was devoted to campaign planning and buying methodology. Participants learned about effective mixing of advertising formats and specific ways to evaluate the real impact of campaigns running simultaneously on traditional television and in the environment of smart TVs connected to the internet.
A key point of the program was the introduction of a new entity to the Czech market. The group announced the establishment of the subsidiary media agency Spotera, which LCG New Media founded together with Libor Slavík. This new entity takes over all the know-how of the parent company in the field of television advertising and will specialize exclusively in the buying and strategic planning of TV and CTV campaigns.
According to agency representatives, the creation of an independent division is a logical step in response to the changing market, where the boundaries between online video and television are gradually disappearing.
“We have invested our complete know-how for planning and buying CTV and TV campaigns into it,”
stated agency representatives, adding that further brand growth currently often begins with the effective use of television space.
The presentation also included case studies based on the extensive data set collected by the agency. For interested professionals who could not attend the event, the agency offers the opportunity to look into materials totaling two hundred pages of analyses and recommendations for the television market.