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

HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?

15. 2. 2023 Remember when the conventional wisdom was that the future of television was ad-free, that subscription alone would suffice and that The People just wanted to binge. That was so 2021. The last two years have seen a rapid rise in ad-supported TV. Everything from the FASTs to ad-supported versions of all nine major SVOD services. Consumers… Continue reading HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?

SUPER BOWL HAS ONCE AGAIN RULED WITH ITS ADVERTISING

12. 2. 2023 Once again, brands didn’t skimp on spots for the year’s advertising show. Check out a selection of the best. The Super Bowl is perhaps the one TV event to which, in the eyes of viewers, commercials simply belong. Brand have a chance to reach not only the more than 100 million viewers who watch the… Continue reading SUPER BOWL HAS ONCE AGAIN RULED WITH ITS ADVERTISING

11TH HBBTV SYMPOSIUM AND AWARDS 2023 IN NAPLES

10. 2. 2023 The 11th HbbTV Symposium and Awards, which takes place on November 29-30, 2023 in Naples, Italy, will provide a unique platform to discuss all relevant topics in the HbbTV universe with high-level industry executives and experts. The annual key summit of the connected TV industry targets platform operators, broadcasters, advertisers and adtechs, standards organisations and… Continue reading 11TH HBBTV SYMPOSIUM AND AWARDS 2023 IN NAPLES

5 TRENDS TO WATCH AT THE 2023 SUPER BOWL

9. 2. 2023 Beer, betting and big brands—top trends to watch that could define Super Bowl LVII. With Super Bowl LVII just one month away, the flow of brands announcing their stakes in the Big Game is well underway. But what will define 2023’s marketing faceoff is yet to be determined—perhaps it’s the fast reversal from 2022’s “Crypto Bowl” nickname,… Continue reading 5 TRENDS TO WATCH AT THE 2023 SUPER BOWL

SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS

8. 2. 2023 Bad news for Rihanna: Her halftime show in Sunday’s Super Bowl is only the third-most anticipated part of the festivities. According to a new Harris Poll survey, 82% of those who plan to watch the Big Game said that they are excited about the contest itself, 76% said they are looking forward to the ads… Continue reading SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS

TV BECOMES INCREASINGLY RELEVANT AS GEN Z VIEWERS MATURE

8. 2. 2023 Age demographic differences in the TV market are nothing new but a study from Horowitz Research, tracking the media lifestyles of Gen Z, has uncovered notable differences in a single group, that is the media lifestyles of 18-24 year-old Gen Zers compared with younger counterparts. Horowitz found that overall Gen Zers split video viewing time… Continue reading TV BECOMES INCREASINGLY RELEVANT AS GEN Z VIEWERS MATURE

WHAT’S THE MOST EFFECTIVE IN-STREAM AD FORMAT?

5. 2. 2023 Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads. That is the question. The brazilian researchers wanted to know what was the most effective form of in-stream video advertising. They devised an experiment to test whether an ad’s position (either pre-roll or mid-roll) and whether or not it could be skipped,… Continue reading WHAT’S THE MOST EFFECTIVE IN-STREAM AD FORMAT?

THE ECONOMIC CRISIS HAS NOT AFFECTED SUPER BOWL ADVERTISING

3. 2. 2023 The SUPER BOWL, the final playoff game of the national football league, is approaching together with the advertising event of the year. Tough economic times seem to have no effect on the big game. This year, the National Football League finals, known as the Super Bowl, fall on Sunday, 12 February. Tough economic times do… Continue reading THE ECONOMIC CRISIS HAS NOT AFFECTED SUPER BOWL ADVERTISING

A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY

2. 2. 2023 Some headlines would have you believe that OpenAI’s ChatGPT can do anything – copywriter Alex Hamilton used the tool to come up with a new brand idea and a launch spot: this is what he (and it) came up with. I wanted to put AI to the test and see if it could create the… Continue reading A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY

ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY

2. 2. 2023 The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment. Over the same 2017-2022 period,… Continue reading ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

WHY TO INVEST IN VALENTINE ADVERTISING IN 2023

1. 2. 2023 The winter holiday season is often when most of the yearly sales happen. And once it’s over, no matter how much effort you put into getting back on track, you may still feel stuck in the unknown. However, you might not realize that another big opportunity is just around the corner. It’s Valentine’s day! Although mostly… Continue reading WHY TO INVEST IN VALENTINE ADVERTISING IN 2023

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

ADVERTISING’S ROLE IN THE VIEWERSHIP BATTLE.

31. 1. 2023 The world embraced streaming during the pandemic, but as life starts returning to normal, subscription growth rates are slowing. However, predictions for double-digit growth continue into the near future. eMarketer expects streaming ad spending to reach $10 billion by the end of 2023. The challenge for many streaming companies has been staying competitive as more media… Continue reading ADVERTISING’S ROLE IN THE VIEWERSHIP BATTLE.

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