In November, we celebrate World Television Day, dedicated to the theme of ATTENTION this year and highlighting the growing importance of attention also for advertisers. See the idea of this year celebrations in the new TV spot that accompanies World Television Day in 2022.
According to research by Group M, 66% of respondents said they are seeing significantly more advertising these days. A full 53% of respondents feel that ads are repeated too often and 35% of respondents often see ads that are completely irrelevant to them. Research also shows that the attention paid to advertising on social media and the attention paid to advertising on TV is not the same.
The Track the Success study and Karen Nelson-Field’s research reveal that television is the leading medium in terms of audience retention. Attention is therefore a topic that advertisers should pay close attention to if they want their brand to achieve its goals. Inspiration on how to achieve success and what to focus on in advertising from an attention perspective can also be found in the selection below.
On the topic of attention, we’ve also produced the latest article in ScreenVoice magazine, which also features a selection of ads that have stood up well in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX
14. 11. 2024This year’s edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year. The main prize, the Grand Prix, of this year’s Effie advertising competition, which recognises the effectiveness of advertising campaigns, was not awarded by the jury. This is despite… Continue reading THEME OF THE MONTH: RECESSION
EFFIE SHORTLIST: MCCANN, OGILVY AND PHD HAVE THE BEST CHANCES
7. 11. 2024The Effie advertising effectiveness competition has announced the nominated campaigns that will emerge as this year’s winners. Effie Czech Republic, organised by the Association of Communication Agencies (AKA), today unveiled its shortlist for the 2024 edition at the Forum Media conference. The most represented clients on the shortlist are Plzeňský Prazdroj, Česká Spořitelna, L’Oréal, Vodafone… Continue reading THEME OF THE MONTH: RECESSION
HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX
23. 10. 2024Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase. This is a real scenario that plays out time… Continue reading THEME OF THE MONTH: RECESSION
6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING
18. 10. 2024It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, “America runs on Bulova time.” In just 10 seconds, the world’s first TV commercial airs, forever changing the advertising… Continue reading THEME OF THE MONTH: RECESSION
SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY
7. 10. 2024Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results. The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading THEME OF THE MONTH: RECESSION
TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT
15. 8. 2024TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement. Newcomers are making waves. Magic Spoon’s “Tastiest Revolution” ad outperformed the Food and Beverage average by 1,633%, proving innovative creative allows… Continue reading THEME OF THE MONTH: RECESSION
STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS
10. 8. 2024Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research. The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV. The IAB this week forecast that spending on CTV… Continue reading THEME OF THE MONTH: RECESSION
INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS
7. 8. 2024Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the… Continue reading THEME OF THE MONTH: RECESSION
WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?
7. 8. 2024TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one. In our high-speed digital world, traditional TV has struggled to compete against other media channels to capture and retain the attention of consumers. However, when it comes… Continue reading THEME OF THE MONTH: RECESSION
BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP
6. 8. 2024Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1. The study, The Sport Dividend: Unlocking Incremental Brand Growth Through Sport Sponsorship, revealed that a range of activations associated with sport sponsorship, from advertising to digital… Continue reading THEME OF THE MONTH: RECESSION
WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER
2. 8. 2024Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising. TV viewership has changed more in the past decade than in the last thirty years combined. While linear TV still boasts massive audiences, streaming platforms are rapidly gaining… Continue reading THEME OF THE MONTH: RECESSION
HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES
1. 8. 2024A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition? This summer, it’s not only the players and competitors who’ll be hoping to win big at Euro 24 and the Summer Olympics in Paris. Brands will… Continue reading THEME OF THE MONTH: RECESSION
