NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT
8. 12. 2024 Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found. The study was published by Meta, the tech company which owns Facebook and Instagram, and also by analytics provider CreativeX, and research firm Kantar. Why creative effectiveness matters Creative… Continue reading NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT
GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG
7. 12. 2024 The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content. It is time the media industry admitted it. Gen Z have never really fallen for broadcast TV. And yet they… Continue reading GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG
CHRISTMAS WITH A NEW LOGO? “SNOOPIFIED” PUBLICIS GROUPE WISHES YOU ALL THE BEST
4. 12. 2024 In the group’s traditional New Year’s card, Snoop Dogg congratulates the “Publicizzles” Groupe on being the “top dog” among communications holdings. Publicis Groupe celebrates. Just for this year, the traditional New Year’s card transforms “The Wishes” into “The Wishizzles” with the help of Olympic-level “hype man” Snoop Dogg. The rapper, who as a special correspondent… Continue reading CHRISTMAS WITH A NEW LOGO? “SNOOPIFIED” PUBLICIS GROUPE WISHES YOU ALL THE BEST
AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING
3. 12. 2024 More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING
EUROPEAN VIDEO SUBSCRIPTIONS ENTERING ‘STABLE MARKET PHASE’
30. 11. 2024 The European video subscription market is heading for a period of fewer growth opportunities, according to consultancy Oliver Wyman. Despite a rise in the percentage of consumers likely to increase their video subscriptions this year there is now a clear trend that fewer will do so each year. According to the company’s annual Global Consumer Survey,… Continue reading EUROPEAN VIDEO SUBSCRIPTIONS ENTERING ‘STABLE MARKET PHASE’
SEASONAL ADVERTISING VS EVERYDAY ADVERTISING
29. 11. 2024 Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock… Continue reading SEASONAL ADVERTISING VS EVERYDAY ADVERTISING
GLOBAL ADVERTISING SPEND TO PASS $1 TRILLION FOR THE FIRST TIME THIS YEAR
26. 11. 2024 Global advertising spend is on course to grow 10.7% this year to a total of $1.08trn, with online media leading the charge – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded – the new forecast represents a 0.2 percentage… Continue reading GLOBAL ADVERTISING SPEND TO PASS $1 TRILLION FOR THE FIRST TIME THIS YEAR
RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT
25. 11. 2024 The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase. Warner Bros. Discovery (WBD)’s new “Shop with Max” ad solution uses AI to identify items within films and TV shows and find similar products in an advertisers’ catalog. Viewers can navigate to those products by… Continue reading RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT
WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES
23. 11. 2024 Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar. A study released for International Men’s Day, Connecting with men: How brands can decode modern masculinity, draws on data… Continue reading STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES
“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING
20. 11. 2024 The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.” In this interview, Manning explores ways for European broadcasters to attract more ad spend,… Continue reading “DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING
STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES
19. 11. 2024 Streaming services are growing mainly due to sporting event offerings, a Kantar study shows. This summer, full of global sporting events such as Euro football, the Conmebol Copa America and the Summer Olympics in Paris, attracted many new users to streaming services. For example, the Olympics were the reason for one in four new Discovery+… Continue reading STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES
WINNERS OF HBBTV AWARDS 2024 ANNOUNCED
15. 11. 2024 The HbbTV Association, a global initiative dedicated to providing open standards for advanced interactive TV services through broadcast and broadband networks to connected TV sets and set-top boxes, has unveiled the winners of the HbbTV Awards 2024, showcasing and celebrating excellence in the HbbTV community. The winners of the HbbTV Awards 2024: Best Use of… Continue reading WINNERS OF HBBTV AWARDS 2024 ANNOUNCED
MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS
4. 11. 2024 Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition. The European Association of Communication Agencies (EACA) has published the horlist of the Effie Europe competition, with a total of 82 entries. Two of them are also from the Czech Republic. In the category Best of Europe: Positive… Continue reading MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS
HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?
1. 11. 2024 In the TV business, we’ve become accustomed to a lot of acronyms and jargon. Just within the last few years we have been introduced to OTT, SVOD, AVOD, PVOD, FAST and various other iterations of what amounts to internet-delivered content that is either free to consumers or via subscription or one-off transaction. But one less-buzzy… Continue reading HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?
MSL AND LEO BURNETT ARE IN THE FINAL EUROPEAN EXCELLENCE AWARDS
1. 11. 2024 A total of five shortlists at the European Excellence Awards have been awarded to campaigns by agencies MSL and Leo Burnett. The European Excellence Awards finalists from the Czech Republic are MSL and Leo Burnett, both from Publicis Groupe. In total, they have won five shortlists for their campaigns “Civilians Thank You”, “A Better City… Continue reading MSL AND LEO BURNETT ARE IN THE FINAL EUROPEAN EXCELLENCE AWARDS
PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
30. 10. 2024 TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
MAKING A MARKETER 2: MARKETING HAS A MARKETING PROBLEM
29. 10. 2024 The Marketing Festival team has released Making a Marketer 2, a documentary featuring luminaries from the current marketing scene. The team preparing the Marketing Festiva conference filmed a sequel to the marketing documentary and released it last week under the title Making a Marketer 2: A Marketing Festival Documentary. Following Tuesday’s cinema premiere, the documentary… Continue reading MAKING A MARKETER 2: MARKETING HAS A MARKETING PROBLEM
