NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

IVAN ZACHARIÁŠ, THE CZECH WHO CONQUERED THE WORLD WITH HIS ADVERTISING

25. 5. 2023 Ivan Zachariáš is one of the most successful Czechs in the world of advertising. He has shot for major companies, including Stella Artois, Land Rover and Adidas.

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

23. 5. 2023 Richard Shotton is an expert in the practical application of behavioural science. He talks to Contagious about why friction should come first, why agencies should apply biases laterally rather than literally, and more. Richard Shotton became interested in behavioural economics after reading about the 1964 killing of Kitty Genovese and the bystander effect in The Tipping… Continue reading BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

NEXTV AD CONFERENCE: GROWTH OF THE TV MARKET DRIVEN BY ADVERTISING REVENUES FROM VOD SERVICES, DEVELOPMENT OF ADDRESSABLE ADVERTISING AND THE EMERGENCE OF FAST CHANNELS

22. 5. 2023 In mid-May, a series of international conferences Nextv Ad Europe and Nextv Series Europe were held in Prague, organized by Dataxis, with the Association of Commercial Televisions (AKTV) as a media partner. The first day of Nextv Ad Europe focused on the latest developments in TV advertising, innovations in ad formats and their distribution, as… Continue reading NEXTV AD CONFERENCE: GROWTH OF THE TV MARKET DRIVEN BY ADVERTISING REVENUES FROM VOD SERVICES, DEVELOPMENT OF ADDRESSABLE ADVERTISING AND THE EMERGENCE OF FAST CHANNELS

HOW TO INCREASE REACH BY 15% FOR FREE!

19. 5. 2023 Most brands are missing a trick by failing to include audio descriptions of ads for visually impaired consumers, or closed captions for those with hearing difficulties – yet 15% of the population has some form of these two disabilities.  Why it matters It’s the stated aim of Procter & Gamble’s chief brand officer to reach… Continue reading HOW TO INCREASE REACH BY 15% FOR FREE!

DAVID BAUCKMANN: WHEN WILL TV PLANNERS HAVE A FREER HAND FOR ONLINE?

19. 5. 2023 TV planners are crying foul over the lack of TV ad impressions. Yet there are clouds of video ads on the Internet, and they are far from sold out. So what’s the problem? There are certainly multiple reasons, but I’ll just address the quality perspective here, writes David Bauckmann, CTO of Impression Media, in a… Continue reading DAVID BAUCKMANN: WHEN WILL TV PLANNERS HAVE A FREER HAND FOR ONLINE?

IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

18. 5. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

17. 5. 2023 Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

AKA: THE ADVERTISING MARKET IS EXPECTED TO GROW THIS YEAR, BUT AT A SLOWER PACE

16. 5. 2023 AKA estimates that the marketing communications market is worth CZK 136 billion. The marketing communications market in the Czech Republic is estimated at 136 billion. This is the expert estimate of the net marketing investment, according to research conducted by Nielsen for the Association of Communication Agencies (AKA). According to the research, investments will continue… Continue reading AKA: THE ADVERTISING MARKET IS EXPECTED TO GROW THIS YEAR, BUT AT A SLOWER PACE

GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

16. 5. 2023 It is human nature to live in contradiction. It’s part of what has always drawn us to the strategy and insights field. It’s my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone’s behaviors and perceptions of the world… Continue reading GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

ŠKODA AUTO USED HBBTV TO MEASURE THE IMPACT OF TV ADVERTISING

15. 5. 2023 Škoda Auto has used HbbTV to measure the impact of TV advertising using a Brand lift solution. In the April campaign, Škoda Auto communicated its new identity using exclusive ad formats. In addition, the company also measured the impact of TV advertising by using a Brand lift solution, which it implemented via HbbTV in cooperation… Continue reading ŠKODA AUTO USED HBBTV TO MEASURE THE IMPACT OF TV ADVERTISING

LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

15. 5. 2023 Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains. Brands today face the combined threats of high inflation, increasing advertising costs and limited business investment – but marketers still have weapons in their armoury to fight back. In a new series… Continue reading LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

THE LEGENDARY MASCOT AND THE FEAR OF EXCESS CONSUMER GOODS OR TV ADVERTISING IN SOCIALIST CZECHOSLOVAKIA

12. 5. 2023 Television broadcasting celebrated its seventieth anniversary in early May. Let's reminisce, what were the beginnings of advertising in the then Czechoslovakia?

THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

11. 5. 2023 Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products. There are plenty of misconceptions around the efficacy of TV as a marketing channel. Though unrivalled in its reach (91% of UK households switch on live TV at least once per week, according to… Continue reading THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

MEDIA CLUB TO KEEP ONLINE ADVERTISING PRICES, CANCEL BONUSES

9. 5. 2023 The acquisition of Impression Media will see Media Club increase its reach in the online advertising market. Advertising prices will remain unchanged in the joint offer, but agency bonuses will be removed. The joint commercial offers for selected products from 1 May will bring Media Club and Impression Media together following the property merger in… Continue reading MEDIA CLUB TO KEEP ONLINE ADVERTISING PRICES, CANCEL BONUSES

NOSTALGIA MARKETING AND THE CORONATION

8. 5. 2023 Brands jumping on the King Charles III coronation bandwagon are often tapping into a sense of nostalgia around the institution of monarchy, but they should be aware that not everyone shares that feeling and they could alienate consumers as much as engage them.  The power of nostalgia  Research* from insights agency Hall & Partners finds… Continue reading NOSTALGIA MARKETING AND THE CORONATION

JAKUB KOHÁK – CONNOISSEUR OF THE CZECH AUDIENCE

5. 5. 2023 You may know Jakub Kohák as an actor but what you may not know is that he has created many TV ads that you must have seen on the screen. Being a controversial man, he is easy to remember. While some people are his fans, others would say that he is not their cup of… Continue reading JAKUB KOHÁK – CONNOISSEUR OF THE CZECH AUDIENCE

HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000

3. 5. 2023 Hundreds of articles and blogs will tell you that we see up to 10,000 ads a day. The problem? No one – from Harvard professors to Market Research Council hall-of-famers – believes it’s true. Can we bust the myth once and for all? It’s time for an experiment. If you ask Google how many ads… Continue reading HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000