CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse. That’s because technology’s… Continue reading CREATIVITY IN ADS MATTERS MORE THAN EVER

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 In his first interview since becoming Unilever’s global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever’s Samir Singh: Sustainability shouldn’t burden consumers with guilt or expense With the world emerging unevenly from a… Continue reading SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

18. 5. 2022 Betting that they can’t compete with Netflix and hoping a diversified approach is more lucrative, A+E, Fox Corp. and AMC Networks are leaning into the cable bundle (and ad-supported streaming). When the upfronts return to New York City in mid-May after a two-year pandemic hiatus, broadcast TV is expected to play second fiddle. Though ABC, NBC and… Continue reading AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

REPORT: CONNECTED TV VIDEO IMPRESSIONS SURPASS MOBILE

11. 5. 2022 Innovid, an independent advertising platform for delivery, personalisation and measurement of converged TV, has published findings from its 10th annual Global Benchmarks Report examining critical trends, advancements, and benchmarks in the video advertising industry. The report revealed that in 2021, CTV surpassed mobile as the channel with the greatest share of global video impressions, with… Continue reading REPORT: CONNECTED TV VIDEO IMPRESSIONS SURPASS MOBILE

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

5. 5. 2022 New Future Today survey finds that 94% of parents have increased co-viewing in the last year. While conventional wisdom holds that the proliferation of screens has produced more siloed viewing, a new survey commissioned by Future Today has found that family co-viewing among streaming audiences is actually increasing. “There is a misperception that the explosion in screens… Continue reading STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

CTV BENEFITS FROM COOKIES’ DECLINE

3. 5. 2022 With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says.  Context  Digital video adspend is growing fast – up 49% in 2021 according to the IAB’s 2021 Video Ad Spend and 2022 Outlook report, with another 26% increase forecast for… Continue reading CTV BENEFITS FROM COOKIES’ DECLINE

WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING

29. 4. 2022 Traditional advertising is alive, heading for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

29. 4. 2022 In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.  This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

HOW TODAY’S TV DRIVES BRANDS?

26. 4. 2022 Do you know how today’s TV drives brands? Egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and ad sales companies to share their views on the many facets of today’s TV. Some aspects are widely recognised, others are yet to be discovered. These key insights are now freely… Continue reading HOW TODAY’S TV DRIVES BRANDS?

A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST

18. 4. 2022 Those who listen and reframe challenges as opportunities will come out on top The television industry has entered the golden age of everything. Audiences, advertisers and storytellers alike have ample reason to be optimistic. Yet, as an industry, there’s often bickering about the hurdles of what’s holding us back rather than what lies ahead. Instead,… Continue reading A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST

EASTER MARKETING IDEAS THAT WORK

14. 4. 2022 This list of unusual Easter marketing ideas will get you inspired for the season. Easter eggs make up 10% of annual chocolate spending in the UK. That’s a delicious chunk of revenue for food brands. We’ll go through what you can take from these examples to create a brilliant Easter marketing campaign. Younger generations are… Continue reading EASTER MARKETING IDEAS THAT WORK

HOW TO RESOLVE THE ATTENTION PARADOX

12. 4. 2022 Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading HOW TO RESOLVE THE ATTENTION PARADOX

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022 Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading IN DEFENCE OF BRAND STORYTELLING

ADS MOST POWERFUL WITH EXISTING CUSTOMERS

8. 4. 2022 ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION) Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages. That was… Continue reading ADS MOST POWERFUL WITH EXISTING CUSTOMERS

USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS

7. 4. 2022 Rapid growth in ownership means that the majority of TV sets (57%) are now smart sets according to new data from Hub Entertainment Research. BOSTON, Mass. —Smart TV ownership, which has played a central role in the growth of streaming media, continues to rise dramatically, according to Hub Entertainment Research’s fourth annual “Connected Home” study. The… Continue reading USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS

OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS

6. 4. 2022 Live programming will continue to keep pay-TV relevant, researcher says. Despite the increase in cordcutting, drawing viewers away from pay-TV, interest in live news and sports—a staple of traditional linear TV—remains high among older, wealthier viewers, according to a recent study from Leichtman Research Group. When asked the importance of various programming genres, overall, 49% of… Continue reading OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS