CHALLENGE EVEN FOR THE BEST MARKETERS. WHY DOES A GOOD TV AD NEED TO GRAB THE VIEWER’S ATTENTION?
14. 11. 2022 Grabbing the viewer's attention is a challenge even for big brands nowadays and the road to the goal is lined with many pitfalls. What is the recipe for attention-worthy advertising? And which specific brands can inspire in creatively grabbing attention?
MEDIA CLUB USES ARTIFICIAL INTELLIGENCE TO DISTRIBUTE TV CAMPAIGNS
7. 11. 2022 Media Club deploys artificial intelligence to optimise TV campaigns. this enables it to better tailor client campaigns to 25 defined target groups. An average 14% increase in the cost of TV advertising on Media Club stations for 2023, the introduction of only one basic bundle of stations and its variations for defined target groups or… Continue reading MEDIA CLUB USES ARTIFICIAL INTELLIGENCE TO DISTRIBUTE TV CAMPAIGNS
WHY E-COMMERCE BRANDS ARE FLOCKING TO TV
31. 10. 2022 TV is experiencing a surge in spend from online-born businesses. The findings from Thinkbox’s TV playbook explore when to know the time is right to use TV advertising, its impact on online performance, and how to go about getting your online business on TV. The e-commerce boom is undoubtedly among the biggest business behavioral shifts… Continue reading WHY E-COMMERCE BRANDS ARE FLOCKING TO TV
THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?
27. 10. 2022 Experts agree that you absolutely must advertise during a recession. What are the values that should not be missing in advertising in a difficult period? And what are some specific examples of TV ads that can be expected to be successful with viewers?
NICE CONTENT IS NOT ENOUGH FOR EFFECTIVE NATIVE ADVERTISING
5. 10. 2022 The best brand studios of native advertising should definitely not lack marketing experts, says international speaker at this year’s Seznam forum, Jesper Laursen. The international speaker at this year’s Seznam Forum conference is Jesper Laursen, founder of the Native Advertising Institute and CEO of Brand Movers. In an interview with Ondřej Sitta, head of the… Continue reading NICE CONTENT IS NOT ENOUGH FOR EFFECTIVE NATIVE ADVERTISING
HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES
24. 9. 2022 Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES
UNDERSTANDING THE CREATIVITY OF CANNES WINNERS
16. 9. 2022 Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading UNDERSTANDING THE CREATIVITY OF CANNES WINNERS
EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST
8. 9. 2022 Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST
WHAT DOES THE RISE IN ENERGY PRICES MEAN FOR THE BROADCAST INDUSTRY?
5. 9. 2022 TVBEurope speaks to a number of vendors to find out how they are preparing for the price rises, and what impact they think it will have on the broadcast industry as a whole. Amid reports the new UK prime minister is planning to freeze the energy price cap for domestic customers, there is no news… Continue reading WHAT DOES THE RISE IN ENERGY PRICES MEAN FOR THE BROADCAST INDUSTRY?
AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?
30. 8. 2022 Martin Nováček from media agency OMD Czech reflects on what parameters currently influence the price of TV advertising and asks where it can go. Price, the magic formula around which everything revolves and is decided. We have become accustomed to evaluating the success or failure of an advertising campaign through it, as if nothing else… Continue reading AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?
SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
15. 8. 2022 From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity. Rising energy bills, sky-high inflation rates… Continue reading SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
CAN BRANDS GROW EVEN IN TIMES OF INFLATION?
11. 8. 2022 The Czech republic is experiencing its highest inflation since 1993. People’s wallets are getting emptier and brands are in an extremely difficult situation for the umpteenth time in the last twenty years. Companies are naturally trying to cut as much of the ever-shrinking market as possible – with the vast majority focusing mainly on bargain… Continue reading CAN BRANDS GROW EVEN IN TIMES OF INFLATION?
PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS
5. 8. 2022 Using 30-second ad slots in tandem with product placement can significantly increase key metrics, from sales to website visits, according to research. A study* by BEN, a firm working in the product placement field, tied ad and product integration exposure to brands to actions taken by consumers within the following two weeks. Marketing Brew detailed the… Continue reading PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS
THE REVOLUTION NAMED TELEVISION: THE HISTORY OF THE MOST INFLUENTIAL MEDIUM OF THE 20TH CENTURY
5. 8. 2022 Let’s go back to the first half of the 20th century and explore an adventure called a television. A SLIGHTLY DIFFERENT PICTURE The first ideas of a television combined two phenomena of their time – radio, that is, the transmission and reception of signals over longer distances, and cinematography, that is, moving pictures. However, it… Continue reading THE REVOLUTION NAMED TELEVISION: THE HISTORY OF THE MOST INFLUENTIAL MEDIUM OF THE 20TH CENTURY
HISTORY’S MOMENT IN MEDIA: THE APOLLO 11 MOONSHOT
3. 8. 2022 Fifty-three years ago — July 20, 1969 — at a few minutes before 11 p.m. Eastern time, Neil Armstrong and Edwin “Buzz” Aldrin stepped off the landing module Eagle and onto the lunar surface, becoming the first human beings to walk on the moon. It was, as Armstrong famously said, “One small step for a… Continue reading HISTORY’S MOMENT IN MEDIA: THE APOLLO 11 MOONSHOT
BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?
1. 8. 2022 For some brands, the Back 2 school season is one of the most exposed times of the year. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?
THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN
1. 8. 2022 Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.
NOVA WANTS VIEWERS TO ACTIVELY USE HBBTV. IT WILL OFFER MORE VIDEO AND VOTING
25. 7. 2022 Czech viewers have become quite used to the fact that the red button on the remote control brings up additional functions to the broadcast. In the last year, TV Nova has also paid more attention to this area. TV Nova invests in the development of HbbTV. Through connected smart TV technology, it offers bonus content,… Continue reading NOVA WANTS VIEWERS TO ACTIVELY USE HBBTV. IT WILL OFFER MORE VIDEO AND VOTING
