EMOTION IN ADVERTISING AND THE ROLE OF MUSIC
30. 6. 2023 Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising? Kantar’s Creative Effective Awards give us the opportunity to put the spotlight on the role of emotion in effective advertising. One of the five themes amongst our… Continue reading EMOTION IN ADVERTISING AND THE ROLE OF MUSIC
STUDY USA: STREAMING TV VIEWING VIA MOBILE CASTING RISES AS MEDIA PLAYERS, GAMING BOXES DECLINE
29. 6. 2023 Streaming TV viewing via mobile devices – through “casting” on TV sets – continues to grow, as the viewing of OTT content on older TV-based technology devices sinks, including streaming media players, legacy pay TV, and gaming boxes, partly due to the habits of 18-34 viewers, according to a new study by Aluma Insights. For… Continue reading STUDY USA: STREAMING TV VIEWING VIA MOBILE CASTING RISES AS MEDIA PLAYERS, GAMING BOXES DECLINE
ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD
29. 6. 2023 Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great. Today’s fast-moving digital world presents challenges for marketers and their agencies. So, what makes an ad creative and effective in an ever-evolving digital landscape? Getting your creative right in a multichannel environment is challenging, and… Continue reading ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD
LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS
26. 6. 2023 Just 3% of more than 400 ads from 2022 had LGBTQ+ representation. Advertisers are failing to properly represent LGBTQ+ people in ads, according to a new report, which comes as inclusivity within marketing is facing increased scrutiny amid heightened political tension. The study—the first of its kind from a partnership between GLAAD and Kantar—includes an… Continue reading LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS
GEN Z DEMANDS MARKETING THAT REFLECTS DIVERSITY AND INCLUSION: STUDY
25. 6. 2023 If you are struggling to engage Gen Z, you should keep one thing in mind: That 50% believe gender is non-binary and that they expect marketing to show sensitivity to that issue, judging by a study from SeeHer, conducted by Horowitz Research. Perhaps more importantly, 46% of Gen Zers expect brands to prove their commitment… Continue reading GEN Z DEMANDS MARKETING THAT REFLECTS DIVERSITY AND INCLUSION: STUDY
HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS
24. 6. 2023 Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found. This analysis drew on a sample of 39 Australian Effie case studies, bolstered with campaign data from the Ad Council Australia.… Continue reading HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS
WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION
23. 6. 2023 Louder, busier commercials are the new norm. And they seem to be working. A shiny car speeds down a mountain road. Marathon runners dash through the finish line. James Bond throws punches, races through busy city streets, and saves the day, all while wearing a certain watch. If you feel like TV commercials have become… Continue reading WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION
WHAT TO DO WHEN YOU HAVE NO BUDGET
22. 6. 2023 Achieving big things on a small budget is possible. Here are four things to consider. We are living through a golden age of evidence-based marketing. From the godfathers of effectiveness Peter Field and Les Binet, to the work of the Ehrenberg-Bass Institute and the training provided by Mark Ritson on his Mini MBA in Marketing,… Continue reading WHAT TO DO WHEN YOU HAVE NO BUDGET
TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING
22. 6. 2023 Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level. Agile Market ResearchAdvertising Media & CommunicationBrandMedia The emotions that come with nostalgia can be as extreme as they are diverse.… Continue reading TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING
CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
21. 6. 2023 Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still “by some way” the main lever at a marketers’ disposal, during a recent talk at Thinkbox, the… Continue reading CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH
21. 6. 2023 But some groups like Hispanics remain dramatically underrepresented in the top 50 TV shows, according to Samba TV. A new analysis from Samba TV has found that cast diversity is a key factor in deciding what to watch and that some groups, notably Hispanic and Asian audiences, are underrepresented in the top 50 TV programs… Continue reading STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH
HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?
20. 6. 2023 ChatGPT and its cousins took the world by storm this year, introducing the world to the wonders of generative AI and large language models. It’s been quite a wild few months too, as people, having become familiar with the technology and what it can do, are speculating on all of the ways it will reshape… Continue reading HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?
BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED
20. 6. 2023 The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox. “It’s clear that creativity is, by some way, the biggest lever at a marketer’s disposal.” This according to Paul Dyson, co-founder of effectiveness consultancy Accelero Consulting. It’s often been claimed that creativity has… Continue reading BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED
MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS
19. 6. 2023 Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times. That’s one of the major findings in a new report* from LIONS,… Continue reading MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS
BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE
14. 6. 2023 Apple is the world’s most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar. Top 10 brands in the BrandZ 100 Most Valuable Brands in the World, source. Apple is the world’s most valuable brand, followed by Google and Microsoft, which overtook Amazon for third… Continue reading BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE
TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?
13. 6. 2023 Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform. While many of the points raised in the series – that video enables an ‘audience-first’ approach, it attracts and converts the attention of… Continue reading TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?
GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW
12. 6. 2023 At the end of last week, Thinkbox unveiled the results of an investigation by Laurence Green, one of the UK’s most respected advertising strategists and creative leaders. He conducted a total of 34 in-depth interviews with agency and client executives. The interviews took place in April and May this year and involved companies such as… Continue reading GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW
GWI STUDY: GLOBAL MEDIA LANDSCAPE
9. 6. 2023 GWI has unveiled its new report on global media consumption. According to the company’s data, the use of smart devices (TVs, wristbands and watches) is on the rise, kick-started by a global pandemic. As of 2019, ownership of these devices has increased by 41%. Another interesting finding is watching TV through gaming devices, which is… Continue reading GWI STUDY: GLOBAL MEDIA LANDSCAPE
