UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV

21. 3. 2023 Viewers in the UK spent 17.1 minutes watching video ads per day in 2022, according to Thinkbox’s latest research. Broadcasters accounted for over 80% of all video advertising while SVOD services took up less than 2%.  Summary Last year, viewers in the UK spent 17.1 minutes watching video ads per day. Broadcasters accounted for over 80%… Continue reading UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV

DATAXIS: WESTERN EUROPEAN PAY-TV NOW PRIMARILY OTT

21. 3. 2023 Highlighting the continuous progression of over-the-top (OTT) services and its adoption by telcos, at the end of the third quarter 2022, OTT pay-TV and IPTV offers had crossed the 50% penetration mark of pay-TV subscriptions  in Western Europe says Dataxis research. Furthermore, the study found that direct-to-consumer OTT now accounts for close to 60% of… Continue reading DATAXIS: WESTERN EUROPEAN PAY-TV NOW PRIMARILY OTT

NOW IS A KEY MOMENT FOR AGREEMENT ON CROSS-MEDIA MEASUREMENT

20. 3. 2023 The pressure for better cross-media measurement has been building and now is a key moment to agree on five common principles to meet marketers’ needs and improve the consumer ad experience. Take a moment to consider what you watch and how you watch it. Like me, you’ve probably changed your viewing habits quite a bit… Continue reading NOW IS A KEY MOMENT FOR AGREEMENT ON CROSS-MEDIA MEASUREMENT

DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

16. 3. 2023 Trust shouldn’t be written off as some kind of ‘wokery.’” Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today. Calling the issue of trust in brands a relatively “novel” development among consumers, Field warned that… Continue reading DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

WOMEN’S ROLE IN ADVERTISING IS MORE OFTEN LIMITED TO THE HOME OR FAMILY

15. 3. 2023 The portrayal of women in advertising is more often than ever associated with their role in the home or family, research shows. Although women are more often cast in advertising than men, their portrayal in professional terms has fallen by 21% year-on-year in the past year. In contrast, their role is more often than before… Continue reading WOMEN’S ROLE IN ADVERTISING IS MORE OFTEN LIMITED TO THE HOME OR FAMILY

ACCENTURE STUDY: VIEWERS OF STREAMING SERVICES ARE FRUSTRATED, THEIR DEMANDS ARE GROWING

14. 3. 2023 Do you find it frustrating to sift through content on streaming platforms? You’re not alone. According to an Accenture study, 72 percent of respondents experience this feeling. What are the other findings of the “Reinvent for Growth” report? The entertainment industry landscape is changing. Existing business models are under threat and large technology companies are… Continue reading ACCENTURE STUDY: VIEWERS OF STREAMING SERVICES ARE FRUSTRATED, THEIR DEMANDS ARE GROWING

STUDY USA: WHICH BEER BRANDS WON WITH MUSIC IN 2022?

12. 3. 2023 Songtradr’s new Music of Beer report pours out plenty of insights around the most effective music choices for beer ads, Super Bowl success and which brands picked right in 2022. The data shows Heineken was the most strategic in its sonic decision-making, while Guinness… may be unfit to drive (at least when it comes to… Continue reading STUDY USA: WHICH BEER BRANDS WON WITH MUSIC IN 2022?

SURVEY USA: VIEWERS CONFUSED ABOUT STREAMING BRANDS

9. 3. 2023 Despite massive marketing campaigns viewers don’t know what makes one streaming brand different from another, the Hub reports. As the streaming wars have heated up, streaming services have spent increasingly large amounts of money trying to establish their brands with consumers, going so far as to make some big media buys at this year’s Super… Continue reading SURVEY USA: VIEWERS CONFUSED ABOUT STREAMING BRANDS

TV DRIVES THE MOST ATTENTION

5. 3. 2023 What is attention these days and why is it important for TV advertisers? These questions are answered by a compilation of facts gathered from research conducted globally by The Global TV Group. In today’s multi-tasking, digital age, attention in advertising has become a critical consideration for businesses seeking to connect with their target audiences. Consumers… Continue reading TV DRIVES THE MOST ATTENTION

BRANDS CAN BE A FORCE FOR GOOD

2. 3. 2023 Most consumers believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time, according to research from Ipsos. Further, almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more. These are among the findings… Continue reading BRANDS CAN BE A FORCE FOR GOOD

CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

1. 3. 2023 Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster. A powerful duo: creativity and relevance. Highly creative campaigns are significantly more effective than less creative campaigns. Not only do they improve attention and memorability, but they also increase positive… Continue reading CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

YOUNG PEOPLE NOW PREFER TO WATCH TV WITH THE SUBTITLES ON

28. 2. 2023 The study by the pollsters YouGov found that most 18 to 24-year-olds (61%) will watch TV with subtitles on screen. Close to three in ten Britons (28%) watch TV or films with the subtitles on – even when the content is in their own language. In comparison 31% of 25 to 49-year-olds used closed captioning,… Continue reading YOUNG PEOPLE NOW PREFER TO WATCH TV WITH THE SUBTITLES ON

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published… Continue reading HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 Storytelling on television has been a key aspect of entertaining and engaging audiences for decades. From the late ’70s, television has become a staple with South African audiences, from bunny-ears, decoders to dishes, and streaming devices. Dallas, The Fresh Prince of Bel-Air, Live Sport, Noot Vir Noot, Surf Show Pick A Box and the on-set… Continue reading CHANGING CHANNELS ON TV ADVERTISING

THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

21. 2. 2023 Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia. Many of this year’s crop of Super Bowl ads are playing it safe, tapping cultural references from the 1970s, ’80s and ’90s. For example, tennis champion Serena Williams stars in a Michelob… Continue reading THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT

20. 2. 2023 Video advertising in North America is more ‘pale and male’ than it has been since 2019, according to new analysis of 1m ads by global media delivery platform Extreme Reach. Melinda McLaughlin, the company’s CMO, shares how the analysis was done, what it means, and what happens next. Extreme Reach recently published research showing that… Continue reading STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT

TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

18. 2. 2023 Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer. In today’s advertising landscape, brands are increasingly looking to implement precision targeting across media buys to both maximize the value of their data investments and improve performance. To do this, marketers have been leaning on… Continue reading TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

HOW TO MARKET FOR THE HOLIDAYS

17. 2. 2023 Whether it is Valentine’s Day, Christmas, Ramadan or even Single’s Day, the holidays continue to be a time of big spending, and as such, a period of ambitious advertising. But amid growing economic uncertainty and shocking shifts in consumer behavior, the advertising industry can’t just return to business as usual. No, marketers, it’s time to… Continue reading HOW TO MARKET FOR THE HOLIDAYS