FIVE TIMES MORE PEOPLE ARE STREAMING THIS YEAR’S OLYMPICS THAN THE FOLLOWING OLYMPICS

30. 7. 2024 American company Warner Bros. Discovery, which owns the streaming app Max and the Eurosport station, has released some data on viewership of the Summer Olympics. The biggest sporting event of the year helped it gain a record number of new subscribers in Europe. The company does not disclose details on the number of users in… Continue reading FIVE TIMES MORE PEOPLE ARE STREAMING THIS YEAR’S OLYMPICS THAN THE FOLLOWING OLYMPICS



HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS



KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV. Cathy O’Connor’s comments that out-of-home revenue is set to grow at the expense of TV should send shivers up the spines… Continue reading KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?



PARIS 2024 OLYMPICS: SPORTS MEDIA IN THE ERA OF FRAGMENTATION

26. 7. 2024 The International Olympic Committee’s Jérôme Parmentier on Olympic viewing habits in the era of TikTok and Netflix, and what this means for media rights. What trends are you seeing at the IOC from a media perspective, in terms of how sports content is consumed and the impact this is having on broadcasters and media platforms?… Continue reading PARIS 2024 OLYMPICS: SPORTS MEDIA IN THE ERA OF FRAGMENTATION



LESS THAN A MONTH LEFT FOR GOLDEN DRUM ENTRIES

25. 7. 2024 The 30th annual creative competition is now open for entries. The winners will be presented on 10 October in Portorož. Creative and media agencies, producers, commissioners or even marketing communications experts can now submit entries to the Golden Drum creative competition that were launched between 22 August 2023 and 21 August this year. The deadline… Continue reading LESS THAN A MONTH LEFT FOR GOLDEN DRUM ENTRIES



A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one. “Go for gold with advertising that has a passion for sport, entertains and inspires audiences, and draws attention to your… Continue reading A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND



OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS

23. 7. 2024 On Friday 26 July, the Summer Olympics will kick off in Paris. The Czech Olympic Team partners have prepared thematic campaigns and other activities. The 2024 Summer Olympics, officially the Games of the XXXIII Olympiad, will kick off in Paris on Friday 26 July. For more than two weeks, the French capital will host sports… Continue reading OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS



OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience. What makes the Olympics… Continue reading OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS



49% OF CONSUMERS BELIEVE THEY CAN DISTINGUISH BETWEEN TRADITIONAL AND AI ADS ON CTV

22. 7. 2024 49% of consumers are confident they can distinguish ads generated by AI versus traditional methods, with nearly half (49%) stating they do not care whether an ad was made using AI or traditional methods as long as it looks authentic. That’s according to new insights released today by LG Ad Solutions, to determine consumer perceptions and… Continue reading 49% OF CONSUMERS BELIEVE THEY CAN DISTINGUISH BETWEEN TRADITIONAL AND AI ADS ON CTV



TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

19. 7. 2024 Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC. Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity. “Emotions are the key… Continue reading TOP ADS HAVE DISTINCT EMOTIONAL TRAITS



STUDY USA: 6% OF HOUSEHOLDS WATCH TV SOLELY ON MOBILE DEVICES, SURVEY FINDS

19. 7. 2024 Between 2022-’23, U.S. households without a TV set grew from 7% to 8%, according to the Advertising Research Foundation. A growing number of U.S. households are watching TV exclusively on their mobile devices, according to new findings from the Advertising Research Foundation. ARF’s survey, which comprises data collected online, face to face and by phone… Continue reading STUDY USA: 6% OF HOUSEHOLDS WATCH TV SOLELY ON MOBILE DEVICES, SURVEY FINDS



HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns. The Olympics is an event like no other. And that’s… Continue reading HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?



REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV

17. 7. 2024 Innovid, a software platform for the creation, delivery, measurement and optimisation of advertising across connected TV (CTV), linear TV, and digital, released CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising. The report, a collaboration between Innovid and Target’s retail media network, Roundel, looks at how US shopper behaviours and advertising trends… Continue reading REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV



HOW MARKETERS CAN UNLOCK THE POWER OF RITUALS

16. 7. 2024 New research from MSQ, the global creative, media & technology group, and WARC explores the role of rituals, how they uncover truths behind human behaviour, and why brands need to understand the powerful opportunity behind becoming a more fixed part of a person’s life. Chief strategy officer Kit Altin from The Gate London, and Eleanor… Continue reading HOW MARKETERS CAN UNLOCK THE POWER OF RITUALS



PWC: ADS WILL MAKE UP OF A QUARTER OF STREAMERS’ REVENUES BY 2028

16. 7. 2024 In its Global Entertainment and Media Outlook 2024-2028, PWC analysts suggest that by 2028, advertising will contribute almost 28 per cent of all the money that streaming services make. As the global streaming services pivot towards advertising and subscription-funded strategies, a new report from PWC suggests adverts are going to be even more important in… Continue reading PWC: ADS WILL MAKE UP OF A QUARTER OF STREAMERS’ REVENUES BY 2028



AI MAKES INDIVIDUALS MORE CREATIVE BUT DIMINISHES CREATIVITY OF GROUP, STUDY FINDS

16. 7. 2024 Simultaneously offering great potential alongside a grave threat to creative work, AI is touted to change the creative industries profoundly – a new study from researchers at University College London and the University of Exeter based on LLMs to help short story writers finds that less naturally creative people within the group studied were able… Continue reading AI MAKES INDIVIDUALS MORE CREATIVE BUT DIMINISHES CREATIVITY OF GROUP, STUDY FINDS



KIM PORTRATE: TV OFFERS A BEACON OF STABILITY IN A TIME OF TECHNOLOGICAL TURBULENCE

15. 7. 2024 Between impending privacy changes, the deprecation of cookies and the impact of AI, digital advertising is heading into a future more unpredictable than ever before. Amid all the turbulence, TV offers stability, brand safety and a reliable return on investment, despite market-wide disruption, says Kim Portrate, CEO at ThinkTV. There’s never a dull moment in… Continue reading KIM PORTRATE: TV OFFERS A BEACON OF STABILITY IN A TIME OF TECHNOLOGICAL TURBULENCE



THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.

14. 7. 2024 Sustainability is a topic that resonates around the world. The media industry is no exception. Modern consumers are increasingly aware of environmental issues and tend to prefer brands that commit to sustainable practices. Advertisements that emphasise sustainability can engage these consumers and increase their brand loyalty. On the other hand, ads can also serve as… Continue reading THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.