10 Mar Moving Image Trends in 2025-An Interview with Marvin Vogt and Sebastian Westphal
Which current Trends, Platforms and Technologies are Influencing the Moving Image?
TV is still the most important advertising medium and the focus is increasingly on addressing a younger audience. Despite declining TV reach among younger target groups, TV remains a central component of the advertising strategy.
It offers high reach, strong advertising impact and supports the mental availability of brands. While online advertising can be specifically targeted, TV serves as an all-purpose weapon for broad brand awareness.
Research by eye square & Screenforce confirms that TV and BVOD have a higher advertising impact than YouTube or social media, as the contact quality is better. The average ad viewability on Instagram or TikTok is only 2.5 seconds. For brands, this means that they need to adapt their advertising strategies to the respective platforms and test them creatively in order to keep users’ attention.
TV remains a strong advertising channel that can be combined with digital technologies. Advertisers should continue to focus on the big screen while complementing online formats in a targeted manner. Creativity and data-based testing are key to adapting advertising messages to changing media consumption habits.
Markenartikel, the Magazine for Brand Management, talked to Marvin Vogt, Senior Research Consultant at eye square, and Sebastian Westphal, Director Media Consulting at JOM, about current trends in moving images. Read the details on issues such as how data-driven approaches and programmatic TV can address brands and target groups even more specifically, or how advertising contact in moving images actually affects people.
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