{"id":3168,"date":"2024-07-18T16:29:55","date_gmt":"2024-07-18T16:29:55","guid":{"rendered":"https:\/\/novaexpressao.pt\/when-tv-is-truly-relevant\/"},"modified":"2026-06-26T14:49:10","modified_gmt":"2026-06-26T14:49:10","slug":"when-tv-is-truly-relevant","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/","title":{"rendered":"When TV is truly relevant."},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The sustainability of brands depends on the renewal of their consumers, but also on caring for those who already are consumers. If we do not do it, another brand will. <\/h4><\/header>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In a society in which the vast majority of people have very high exposure to digital media, it becomes relatively simple to guarantee results for advertising campaigns using only what we might describe as traditionally digital media: reach, frequency and conversion easily guaranteed, fully measurable, and the ability to optimise in real time based on results that are also available in real time.<\/p>

With the incorporation of artificial intelligence (AI) into processes, this entire system becomes even faster and more efficient, if analysed from the perspective of media planning. But if we add the potential that AI brings to the creative component, then it is easy to see that this is a new way of creating advertising campaigns. More assertive, more personalised and with an even easier measurement of return. <\/p>

With the current tools and data available, it is easy to understand whom we want to address, but how we can impact them takes on even greater importance. Beyond quantitative performance metrics, it therefore becomes imperative to understand the differentiated way in which different media can contribute to the success of campaigns. Whether because these consumers attribute greater credibility to them, because they are more inspiring, or because they give campaigns greater recall. And this is where traditional media often come in, although in reality they are increasingly digital. <\/p>

We know, for example, that some target audiences, despite being highly digitalised and having access to new ways of watching TV, simultaneously maintain older consumption patterns, either because they find it relaxing to continue watching what is on without prior decisions, or because they like to incorporate into their routine watching a programme on the day and at the time it is broadcast. As audiences tell us, these are not niche behaviours, nor are they reserved for the hero moments of major sporting or entertainment events. They have relevance and critical mass. <\/p>

And knowing that, according to the \u201cContext Effects\u201d study commissioned by Thinkbox (2024), TV screens generate 60% higher ad recall than ads seen on smartphones or tablets, and 34% higher than those viewed on desktop, the relevance of this medium in some media plans must therefore be considered,<\/p>

But we also know that it is now possible to analyse the conversion capacity of TV ads with complete rigour, through platforms that cross-reference information on the audiences of those ads with website behaviour and, through AI-powered attribution models, allow us to obtain concrete data, bringing together the best of both worlds: relevance and metrics.<\/p>

That is what happened when we analysed in detail the behaviour of Est\u00e9e Lauder\u2019s consumers and of the target associated with its iconic product, Advanced Night Repair. In addition to the importance of the various digital channels in their daily lives, we found consumers for whom Pay TV is at the top of their preferences and whose decisions are particularly driven by ads seen on TV. <\/p>

It therefore became essential to advise the client to complement its presence in digital media with a carefully considered presence in this medium. We know that the sustainability of brands depends on the renewal of their consumers, but also on caring for those who already are consumers. If we are not the ones to leverage the inspiration, glamour and promise of the brand among our audience, another brand will do it for us. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t
+M Article | 18.07.2024<\/strong><\/span><\/em><\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The sustainability of brands depends on the renewal of their consumers, but also on caring for those who already are consumers. If we do not do it, another brand will. In a society in which the vast majority of people have very high exposure to digital media, it becomes relatively simple to guarantee results for […]<\/p>\n","protected":false},"author":2,"featured_media":3167,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_destaque":"0","footnotes":""},"categories":[29],"tags":[],"class_list":["post-3168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion-articles-interviews"],"acf":[],"yoast_head":"\nWhen TV is truly relevant. - Nova Express\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When TV is truly relevant. - Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"The sustainability of brands depends on the renewal of their consumers, but also on caring for those who already are consumers. If we do not do it, another brand will. In a society in which the vast majority of people have very high exposure to digital media, it becomes relatively simple to guarantee results for […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/\" \/>\n<meta property=\"og:site_name\" content=\"Nova Express\u00e3o\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/NovaExpressao\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-18T16:29:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-26T14:49:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/Isabel-Ramires-02-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tiago Maximo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@agencia_novaexpressao\" \/>\n<meta name=\"twitter:site\" content=\"@agencia_novaexpressao\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tiago Maximo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/\"},\"author\":{\"name\":\"Tiago Maximo\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#\\\/schema\\\/person\\\/2af3f0ca7eccd3a60be0b1ebe79f79a8\"},\"headline\":\"When TV is truly relevant.\",\"datePublished\":\"2024-07-18T16:29:55+00:00\",\"dateModified\":\"2026-06-26T14:49:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/\"},\"wordCount\":589,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/novaexpressao.pt\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Isabel-Ramires-02-scaled.jpg\",\"articleSection\":[\"Opinion Articles & Interviews\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/\",\"url\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/\",\"name\":\"When TV is truly relevant. - Nova Express\u00e3o\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/novaexpressao.pt\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Isabel-Ramires-02-scaled.jpg\",\"datePublished\":\"2024-07-18T16:29:55+00:00\",\"dateModified\":\"2026-06-26T14:49:10+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#primaryimage\",\"url\":\"https:\\\/\\\/novaexpressao.pt\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Isabel-Ramires-02-scaled.jpg\",\"contentUrl\":\"https:\\\/\\\/novaexpressao.pt\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Isabel-Ramires-02-scaled.jpg\",\"width\":2560,\"height\":2560},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/when-tv-is-truly-relevant\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"When TV is truly relevant.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/\",\"name\":\"Nova Express\u00e3o\",\"description\":\"Ag\u00eancia de meios portuguesa\",\"publisher\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#organization\",\"name\":\"Nova Express\u00e3o\",\"url\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/novaexpressao.pt\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/logo-black.svg\",\"contentUrl\":\"https:\\\/\\\/novaexpressao.pt\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/logo-black.svg\",\"width\":145,\"height\":16,\"caption\":\"Nova Express\u00e3o\"},\"image\":{\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/facebook.com\\\/NovaExpressao\\\/\",\"https:\\\/\\\/x.com\\\/agencia_novaexpressao\",\"https:\\\/\\\/linkedin.com\\\/company\\\/novaexpressao\\\/\",\"https:\\\/\\\/www.instagram.com\\\/agencia_novaexpressao\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/#\\\/schema\\\/person\\\/2af3f0ca7eccd3a60be0b1ebe79f79a8\",\"name\":\"Tiago Maximo\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f09bede81620741532c49900cc7506563e1b5c5243228897d495b0a97ca3e8fa?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f09bede81620741532c49900cc7506563e1b5c5243228897d495b0a97ca3e8fa?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f09bede81620741532c49900cc7506563e1b5c5243228897d495b0a97ca3e8fa?s=96&d=mm&r=g\",\"caption\":\"Tiago Maximo\"},\"url\":\"https:\\\/\\\/novaexpressao.pt\\\/en\\\/author\\\/novaexpressao\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"When TV is truly relevant. - Nova Express\u00e3o","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/","og_locale":"en_US","og_type":"article","og_title":"When TV is truly relevant. - Nova Express\u00e3o","og_description":"The sustainability of brands depends on the renewal of their consumers, but also on caring for those who already are consumers. If we do not do it, another brand will. In a society in which the vast majority of people have very high exposure to digital media, it becomes relatively simple to guarantee results for […]","og_url":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/","og_site_name":"Nova Express\u00e3o","article_publisher":"https:\/\/facebook.com\/NovaExpressao\/","article_published_time":"2024-07-18T16:29:55+00:00","article_modified_time":"2026-06-26T14:49:10+00:00","og_image":[{"width":2560,"height":2560,"url":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/Isabel-Ramires-02-scaled.jpg","type":"image\/jpeg"}],"author":"Tiago Maximo","twitter_card":"summary_large_image","twitter_creator":"@agencia_novaexpressao","twitter_site":"@agencia_novaexpressao","twitter_misc":{"Written by":"Tiago Maximo","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#article","isPartOf":{"@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/"},"author":{"name":"Tiago Maximo","@id":"https:\/\/novaexpressao.pt\/en\/#\/schema\/person\/2af3f0ca7eccd3a60be0b1ebe79f79a8"},"headline":"When TV is truly relevant.","datePublished":"2024-07-18T16:29:55+00:00","dateModified":"2026-06-26T14:49:10+00:00","mainEntityOfPage":{"@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/"},"wordCount":589,"commentCount":0,"publisher":{"@id":"https:\/\/novaexpressao.pt\/en\/#organization"},"image":{"@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#primaryimage"},"thumbnailUrl":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/Isabel-Ramires-02-scaled.jpg","articleSection":["Opinion Articles & Interviews"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/","url":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/","name":"When TV is truly relevant. - Nova Express\u00e3o","isPartOf":{"@id":"https:\/\/novaexpressao.pt\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#primaryimage"},"image":{"@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#primaryimage"},"thumbnailUrl":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/Isabel-Ramires-02-scaled.jpg","datePublished":"2024-07-18T16:29:55+00:00","dateModified":"2026-06-26T14:49:10+00:00","breadcrumb":{"@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#primaryimage","url":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/Isabel-Ramires-02-scaled.jpg","contentUrl":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/Isabel-Ramires-02-scaled.jpg","width":2560,"height":2560},{"@type":"BreadcrumbList","@id":"https:\/\/novaexpressao.pt\/en\/when-tv-is-truly-relevant\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/novaexpressao.pt\/en\/"},{"@type":"ListItem","position":2,"name":"When TV is truly relevant."}]},{"@type":"WebSite","@id":"https:\/\/novaexpressao.pt\/en\/#website","url":"https:\/\/novaexpressao.pt\/en\/","name":"Nova Express\u00e3o","description":"Ag\u00eancia de meios portuguesa","publisher":{"@id":"https:\/\/novaexpressao.pt\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/novaexpressao.pt\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/novaexpressao.pt\/en\/#organization","name":"Nova Express\u00e3o","url":"https:\/\/novaexpressao.pt\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/novaexpressao.pt\/en\/#\/schema\/logo\/image\/","url":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/logo-black.svg","contentUrl":"https:\/\/novaexpressao.pt\/wp-content\/uploads\/2026\/04\/logo-black.svg","width":145,"height":16,"caption":"Nova Express\u00e3o"},"image":{"@id":"https:\/\/novaexpressao.pt\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/facebook.com\/NovaExpressao\/","https:\/\/x.com\/agencia_novaexpressao","https:\/\/linkedin.com\/company\/novaexpressao\/","https:\/\/www.instagram.com\/agencia_novaexpressao\/"]},{"@type":"Person","@id":"https:\/\/novaexpressao.pt\/en\/#\/schema\/person\/2af3f0ca7eccd3a60be0b1ebe79f79a8","name":"Tiago Maximo","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/f09bede81620741532c49900cc7506563e1b5c5243228897d495b0a97ca3e8fa?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f09bede81620741532c49900cc7506563e1b5c5243228897d495b0a97ca3e8fa?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f09bede81620741532c49900cc7506563e1b5c5243228897d495b0a97ca3e8fa?s=96&d=mm&r=g","caption":"Tiago Maximo"},"url":"https:\/\/novaexpressao.pt\/en\/author\/novaexpressao\/"}]}},"_links":{"self":[{"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/posts\/3168","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/comments?post=3168"}],"version-history":[{"count":4,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/posts\/3168\/revisions"}],"predecessor-version":[{"id":3238,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/posts\/3168\/revisions\/3238"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/media\/3167"}],"wp:attachment":[{"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/media?parent=3168"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/categories?post=3168"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/novaexpressao.pt\/en\/wp-json\/wp\/v2\/tags?post=3168"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}