ABOUT THREE-QUARTERS OF PEOPLE WHO PLAN TO WATCH THE SUPER BOWL SAID THEY’RE EXCITED FOR THE ADS, RESEARCH SAYS
30. 1. 2023 A survey of 1,050 US adults recently conducted by Marketing Brew and Harris Poll suggests that viewership could be on track to continue an upward trajectory (last year, the game drew an average of 112 million viewers, a five-year high). What’s more, it found that potential viewers are almost as excited for the ads as… Continue reading ABOUT THREE-QUARTERS OF PEOPLE WHO PLAN TO WATCH THE SUPER BOWL SAID THEY’RE EXCITED FOR THE ADS, RESEARCH SAYS
WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING
27. 1. 2023 Channel 4’s Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is,… Continue reading WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING
4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023
25. 1. 2023 Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year. This year at CES, leaders across the… Continue reading 4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023
WITH THE RISE OF TIKTOK, TV ADVERTISING WILL GET A BOOST
25. 1. 2023 Since TikTok’s US launch in 2018, it has experienced explosive growth and increasing influence. And TikTok’s claim to fame isn’t just viral dance trends; the platform is impacting consumer buying patterns and advertising strategies. What started as an app for teens and young adults became more mainstream among older adults, especially during the pandemic. The… Continue reading WITH THE RISE OF TIKTOK, TV ADVERTISING WILL GET A BOOST
MARKETING IN A RECESSION – HOW COMS CAN MANAGE SPENDING WITHOUT HARMING THE BRAND
24. 1. 2023 Whether or not we’re in a recession, many B2B marketers are acting like we are. Budget and staff reductions are in the headlines daily, particularly for tech companies. Seeing shades of 2008, CMOs are hunkering down, trying to do more with less. Joshua Leatherman, CMO of Service Express—a data center company with double-digit growth for… Continue reading MARKETING IN A RECESSION – HOW COMS CAN MANAGE SPENDING WITHOUT HARMING THE BRAND
SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS
23. 1. 2023 From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges. WARC has analysed the metadata of the winning entries to drill down into the themes and trends that are driving marketing success and… Continue reading SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS
THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022
20. 1. 2023 The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon’s 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The… Continue reading THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022
ASMR VIDEO CAN INCREASE BRAND AWARENESS
19. 1. 2023 ASMR video as part of an advertising campaign is proving to be a good way to increase brand awareness. Running and splashing water, putting a warm towel on one’s face, massaging the head – all of these are things that can make people feel very comfortable. In addition, it is also possible to transfer these… Continue reading ASMR VIDEO CAN INCREASE BRAND AWARENESS
TV VIEWING SHRINKS AMONG GEN Z
10. 1. 2023 Those aged 13-24 spend only 17% of their time watching TV shows highlighting what the Hub calls an existential change in the entertainment ecosystem New research continues to highlight a generational shift in the importance of the TV screen and traditional TV viewing among younger viewers aged 13 to 24, the so-called Gen Z cohort.… Continue reading TV VIEWING SHRINKS AMONG GEN Z
TV ADS STILL DRIVE PURCHASES, US CONSUMERS SAY
9. 1. 2023 Advertising decision-makers may be pessimistic about TV ad budgets this year, but this channel still delivers, at least according to consumers. Based on US respondents from a MARCO global survey of 14,200 consumers, the report finds that ads on TV influence product or brand decisions more than other ad types. Asked to assign a rating… Continue reading TV ADS STILL DRIVE PURCHASES, US CONSUMERS SAY
THE GLOBAL TV GROUP GUIDELINE: LESSONS FOR ADVERTISING IN A RECESSION
5. 1. 2023 Research shows that cutting ad spend comes at a high cost to brand health and long term business results. Therefore the GTVG has put together a collection of insights from international industry experts to help you navigate uncertain time, and to ensure that the brand decisions you make today set you up for success tomorrow.
MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER
4. 1. 2023 How should brands behave during a recession to get their company out of it in the best shape possible? Watch "Ritson on recession" webinar.
PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS
4. 1. 2023 Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year. Data from iSpot’s Creative Assessment survey reveals pet-centric ads were a hit, with Chewy.com, PetSmart and Chevy’s cat-focused “Walter in Winter” all among the top 10 by likeability score. Additionally: Also… Continue reading PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS
RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH
3. 1. 2023 Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one. As part of a continuing examination of advertising effectiveness, ThinkTV has new research findings that explore the hot topic of audience attention. The organisation sought to interrogate video platforms and the attention they command through the lens… Continue reading RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH
TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS
2. 1. 2023 New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt. Up until last week, talk of recession was just that. Talk. But now it’s actually happening. GDP figures just out show the economy is getting smaller. And so, in every business, fraught conversations are going… Continue reading TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS
KIM PORTRATE ON CREATIVITY IN 2023
1. 1. 2023 If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter. Even if we dodge a full-blown recession,… Continue reading KIM PORTRATE ON CREATIVITY IN 2023
YES, TV IS AN ATTENTION BARGAIN – BUT EVEN MORE SO THAN LUMEN THINK
21. 12. 2022 It’s hard to read incredibly positive things about TV advertising and yet be compelled to argue with them, but sometimes you have to, says Thinkbox’s Matt Hill. Mike Follett from Lumen’s recent article – “Why TV appears to be an ‘attention bargain” – was packed with positives for TV advertising. So why am I not… Continue reading YES, TV IS AN ATTENTION BARGAIN – BUT EVEN MORE SO THAN LUMEN THINK
DESPITE FRAGMENTATION, VIEWERS FLOCK TO HOLIDAY PROGRAMMING; EFFECTV STUDY SHOWS SEASONAL OPPORTUNITY TO REACH CONSUMERS
19. 12. 2022 Despite changes to how viewers watch television, advertisers can still reach consumers through holiday programming, according to a study by Effectv, the ad sales arm of Comcast. In an analysis of viewing from Thanksgiving to Christmas in 2021, 92% of households tuned into holiday programming. On average they watched 20 hours of seasonal shows over… Continue reading DESPITE FRAGMENTATION, VIEWERS FLOCK TO HOLIDAY PROGRAMMING; EFFECTV STUDY SHOWS SEASONAL OPPORTUNITY TO REACH CONSUMERS
