PHD Latvia

🇱🇻Latvia's Media Landscape 2024H1 Insights 📊 The first half of 2024 were marked by significant political advertising activities, culminating in the pre-election campaign for the EU elections 🗳️ , and short-term goal ad campaigns, which generated growth across almost all media segments. 💈 OOH led growth, keeping in mind that RIX Lidosta Riga are included in data now.📻 Radio, 🌐 Internet, 📰 Magazines, 📺 TV followed, each seeing increases of 5.8-6.3%. 💰 Sales campaigns > Brand communication.  As a result, internet banners jumped 5 percentage points, while other internet projects saw less than 1% growth. 🗓️ Pre-Covid seasonality is back! Spring & Fall peaks returned. This, coupled with EU elections, likely caused a temporary ad impression deficit in May. 📰 Newspapers up 3.5% despite print market changes and publication discontinuations, boosted by EU elections and regional media campaigns. 🎬 Cinema dipped a bit as as advertisers favored short-term, high-reach campaigns. 🏙️  OOH market share is set to grow, with increased digital screens in Riga boosting competition and accessibility. 📺  TV growth fueled by price inflation & shifting campaign seasonality. Early 2024 saw unexpected high activity, with advertisers favoring classic campaigns over creative sponsorships. 🎙️ Radio maintained stable growth, mirroring TV's trend towards classic campaigns over creative solutions. What trends are you spotting? 💬

🚀 Unlocking TikTok's Potential in the Baltics: Insider Insights 🇱🇻🇱🇹🇪🇪 This August, we launched our first TikTok campaigns in Latvia, and our digital team has gathered invaluable firsthand insights to share. Swipe through insights from our Digital Growth & Martech Development lead, Aija Slahota ! 🔍 Key Learnings: 1. 𝗦𝗲𝗹𝗲𝗰𝘁 𝘁𝗵𝗲 𝘁𝘆𝗽𝗲 𝗼𝗳 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘁𝗵𝗮𝘁 𝗯𝗲𝘀𝘁 𝘀𝘂𝗶𝘁𝘀 𝘆𝗼𝘂𝗿 𝗴𝗼𝗮𝗹𝘀.    Choose from click, app download, application, or conversion campaigns based on your objectives. 2. 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 𝘁𝗵𝗲 𝗶𝗻𝗶𝘁𝗶𝗮𝗹 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗰𝗹𝗼𝘀𝗲𝗹𝘆.    Early stages might show limited market openness, indicated by low ad reach and high frequency (above 10). However, as more accounts are enabled, you might see a significant reduction in frequency and an increase in unique user reach. 3. 𝗧𝗮𝗿𝗴𝗲𝘁 𝗮 𝘆𝗼𝘂𝗻𝗴𝗲𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆.    TikTok is an effective platform for reaching a younger audience, but it also allows targeting from ages 13 to 55 . Tailor your targeting based on your campaign goals. 4. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗲𝗻𝗴𝗮𝗴𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁.    Ensure the content is interactive and fits the TikTok platform. Content that doesn’t feel like an advertisement tends to perform better, as seen from user comments and activities. Avoid overly promotional content to prevent negative feedback. 5. 𝗜𝗻𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗮 𝘀𝘁𝗿𝗼𝗻𝗴 𝗵𝗼𝗼𝗸 𝗮𝘁 𝘁𝗵𝗲 𝗯𝗲𝗴𝗶𝗻𝗻𝗶𝗻𝗴 𝗼𝗳 𝘆𝗼𝘂𝗿 𝘃𝗶𝗱𝗲𝗼𝘀.    This can help improve the finish rate for highly interactive videos, which is currently lower compared to non-skippable formats on other platforms. Continue testing and exploring TikTok’s potential! Curious how these learnings can boost your brand's TikTok strategy in Latvia and beyond? Let's connect and chat! More insights: https://lnkd.in/dwxbw7Yg

From Gen Alpha's rise to Q5's surprises - our media landscape is marketing GPS in a world of rapid change. All this, garnished with a sprinkle of Latvian media market spice. 💪 Don't just ride the trends – own them! https://lnkd.in/dwxbw7Yg

🧩 Solving the 2024 media puzzle? We've got all the pieces in one report! PHD Media Landscape has all the insights you need to transform your strategy: 👶 Gen Alpha's rising influence 🎧 Podcasts boom in Latvia 🛍️ Retail media evolution 🏆 Sports marketing's new era 📱 OTT market shakeup 🖥️ Digital outdoor expansion 📻 Radio's continued growth 🎬 Cinema's audience shifts 📆 Q5 marketing opportunities 🏙️ Latvian media advertising market growth 📩 Subscribe now. Your future self will thank you. Your competitors? Not so much.. 😉https://lnkd.in/dwxbw7Yg

Kas ir Artificial General Intelligence (AGI) jeb vispārējais mākslīgais intelekts un kā tas atšķiras no generative AI jeb ģeneratīvā mākslīgā intelekta? 🙇♂️ Un kā tas ietekmēs mārketinga plānošanu? Uzzini vairāk par 10 galvenajiem aspektiem, kuros AI kļūs par mārketinga speciālistu labo roku. 🤖 https://lnkd.in/gWGud7-3 #IntelligenceConnected #AscensionByPHD

Reklāma, kas tiek gan ģenerēta, gan pielāgota auditorijai kampaņas laikā? 📺 🎨 #AI radošo materiālu izstrādē kļūs autonāmāks un mārketinga speciālistiem būs jāpielāgojas, lai izmantotu šīs iespējas un vienlaikus nodrošinātu materiāla atbilstību zīmola vadlīnijām. 💬 Vairāk: https://lnkd.in/eQeYfvqR

Vai pastāv ceļa karte mākslīgā intelekta nākotnei mārketingā? Jā! Ieskaties, kādu nākotni līdz 2030. gadam prognozē mūsu stratēģi. 📚 https://lnkd.in/eMuJcV8w

Lai gan #AI paplašina mārketinga iespējas, radošums, intuīcija un ētisku lēmumu pieņemšana vēl aiz vien ir cilvēku stiprā puse! #Ascension pēta, kā pilnībā izmantot AI potenciālu septiņās mārketinga izpildfunkcijās. 👇 Vairāk: https://lnkd.in/ei8J9FDY

Šodien kopā ar komandu un klientiem viesojāmies Baltic Brand zīmola foruma iesildošajā pasākumā. Paldies Magic Agency un pārējiem par lielisku informācijas un humora pilnu rītu. 👇

Kādas ir podkāstu tendences Latvijā? Katru nedēļu vismaz vienu podkāstu klausās 16% auditorijas, savukārt raidierakstu ikmēneša auditorija sasniedz 28%. Pēdējā gada laikā podkāstu patērētāju loks audzis par 9,2%, liecina "PHD Latvia" pētījuma dati. Uzzini vairāk Latvijas Radio veiktajā pētijumā sadarbībā ar mums 👇