AUTHORS OF EVERYDAY LIFE. ARE THE “ANONYMOUS” CREATORS OF TV ADS GETTING THE RECOGNITION THEY DESERVE?

28. 2. 2024 The word "author" automatically creates a kind of aura of uniqueness around itself. But what is it really like with authorship and auteurism in TV advertising? And which famous directors even signed some of the ads?

CELEBRITIES IN ADVERTISING INFLUENCE PEOPLE’S ATTITUDE TOWARDS A BRAND

27. 2. 2024 Celebrity ads grab people’s attention more than any other ads. Actors have long been the most popular, according to research by Ressolution Group and Nielsen. Two-fifths of Czechs agree that ads with a famous personality catch their attention more than any other ads. Moreover, for about one in three, the presence of a positively perceived… Continue reading CELEBRITIES IN ADVERTISING INFLUENCE PEOPLE’S ATTITUDE TOWARDS A BRAND

ADFORUM PRESENTS THE MOST APPRECIATED CAMPAIGNS OF 2023

26. 2. 2024 According to the seventh annual Business Creative Report study, the most awarded campaign of last year was McEnroe vs. McEnroe. Which others succeeded? The seventh edition of the Business Creative Report (BCR) summarises the most awarded campaigns at creative competitions in 2023, according to AdForum’s calculations. It takes into account the results of more than… Continue reading ADFORUM PRESENTS THE MOST APPRECIATED CAMPAIGNS OF 2023

MARKETERS KEEP ADDING TECH DESPITE FEELING OVERWHELMED BY TOO MANY TOOLS

24. 2. 2024 Nearly two-thirds (65%) of marketers are prioritizing technology over creativity, a new study from Clevertouch Consulting found. Marketers are making martech a priority, although some organizations have found their stacks becoming increasingly complex and are looking to simplify them. Some 57% of marketers are feeling overwhelmed by the number of martech platforms available on the… Continue reading MARKETERS KEEP ADDING TECH DESPITE FEELING OVERWHELMED BY TOO MANY TOOLS

IT’S ALL TV: STOP SILO-ING IT BY DELIVERY METHOD

22. 2. 2024 Dave Morgan reflects on how we currently view the world of television and total video. Two important headlines from MediaPost this week: “Total TV Viewing Hits 4-Year High In January” and “Linear TV ‘Down, Streaming ‘Flat To Slightly Up’: Analyst.” Let’s look at them one at a time. The first story reported the latest Nielsen… Continue reading IT’S ALL TV: STOP SILO-ING IT BY DELIVERY METHOD

BRANDS SHOULD LEAN INTO LOYALTY

22. 2. 2024 More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold. For brands, consumer loyalty is increasingly playing a factor in people’s purchasing decisions: More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold’s 2024 Global Consumer… Continue reading BRANDS SHOULD LEAN INTO LOYALTY

TELEVISION HAS A FUTURE AS A MEDIUM. NEW DATA DEBUNKS MYTHS ABOUT TV AND TV ADVERTISING

22. 2. 2024 TV’s effectiveness, huge reach to a wide audience and other benefits make it clear that advertising on tv makes much sense for brands even in the digital age. And it is time to deal vigorously with the myths about TV and TV advertising.

NPAW: VOD, LINEAR TV VIEWING INCREASED IN 2023 FOR FIRST TIME IN TWO YEARS

22. 2. 2024 Viewers worldwide viewed more on demand and linear TV than in the previous two years, according to NPAW’s 2023 Video Streaming Industry Report released this week. The amount of time the average user spends watching content per day increased globally in 2023 by 12% for VOD and 4% for Linear TV content. This pivot might… Continue reading NPAW: VOD, LINEAR TV VIEWING INCREASED IN 2023 FOR FIRST TIME IN TWO YEARS

CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

21. 2. 2024 Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report.  Why you should read the report  The Future of Media 2024 takes a look… Continue reading CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

SUPERBOWL 2024: THE BIGGEST DAY IN AMERICAN FOOTBALL AND MARKETING

21. 2. 2024 Pool parties with T-Rex, Beyonce in orbit and what $100,000 looks like. Tuesday’s Superbowl brought that and more back for another year. For those who don’t know it, the Super Bowl is an event that millions of fans around the world anticipate every year. Thus, the biggest day in American football attracts not only sports… Continue reading SUPERBOWL 2024: THE BIGGEST DAY IN AMERICAN FOOTBALL AND MARKETING

NOVA COLLABORATES WITH LAFLUENCE ON INFLUENCER MARKETING

21. 2. 2024 The influencer marketing team, which was created within the commercial department of TV Nova, cooperates with Lafluence agency on campaigns for TV clients mainly in the social media environment. The influencer marketing team was created last year within TV Nova’s sales department. This team is currently working on campaigns for brands such as Fit Kitchen,… Continue reading NOVA COLLABORATES WITH LAFLUENCE ON INFLUENCER MARKETING

CONSUMERS ARE WARMING UP TO ADS ON STREAMING – IF IT MEANS SAVING MONEY: HUB

21. 2. 2024 American consumers are warming up to the idea of advertising on streaming and increasingly open to opting for ads in exchange for savings on their monthly subscription bill, new data from Hub Entertainment Research finds. Hub’s annual 2023 report “TV Advertising: Fact vs. Fiction” found that of 3,000 surveyed U.S. consumers between 14-74, the majority… Continue reading CONSUMERS ARE WARMING UP TO ADS ON STREAMING – IF IT MEANS SAVING MONEY: HUB

ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

20. 2. 2024 More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets. That figure is based on a study which estimated the average F500 company could be wasting at least $25m a year on unused creative assets;… Continue reading ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

NEW TYPE OF SMART TV ADVERTISING REACHES UP TO FOUR MILLION PEOPLE

20. 2. 2024 How to engage viewers who don’t watch traditional TV? Advertising directly in the Smart TV operating system can be the solution. More than two-thirds of Czechs tune into streaming platforms every day. Brands are therefore looking for ways to engage this audience, which no longer watches as much traditional linear TV. One solution may be… Continue reading NEW TYPE OF SMART TV ADVERTISING REACHES UP TO FOUR MILLION PEOPLE

STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

20. 2. 2024 2 minutes or less per pod boosts improves impact and viewer experienceg FreeWheel, Comcast’s ad tech company, released new research that points to ways the TV business can build commercial breaks that provide a better viewer experience and more effectiveness for advertisers. Research, done with MediaScience, found that keeping breaks — known in the business… Continue reading STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

HOW TO USE ATTENTION TO DRIVE SALES

16. 2. 2024 Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive. Samuel Brealey, a chartered marketer and… Continue reading HOW TO USE ATTENTION TO DRIVE SALES

GET IN LINE: WHY 2024 WILL BE THE YEAR OF LINEAR

16. 2. 2024 This year, the pendulum will swing back towards talent from technology as this industry rediscovers what made it special, writes the editor-in-chief. Happy New Year. Shall we, the media and advertising community collective, make a joint resolution for 2024? Here’s my idea — let’s ban the word “digital” in the context of media. I’m not… Continue reading GET IN LINE: WHY 2024 WILL BE THE YEAR OF LINEAR

A QUARTER OF THE POPULATION “ADMITS” TO ADVERTISING INFLUENCED PURCHASES

16. 2. 2024 On the one hand, advertising is perceived as an obvious part of modern life (64%), its importance for the existence of independent media (63%) and its importance for the country’s economy (62%) is acknowledged, but on the other hand, its influence as a manipulator (82%) promoting unnecessary consumption (70%) is negatively assessed. The ambivalent attitudes… Continue reading A QUARTER OF THE POPULATION “ADMITS” TO ADVERTISING INFLUENCED PURCHASES