WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler… FreeWheel’s Stefanie Briec looks at a new technology that will take TV advertising to the next stage – dynamic ad podding. The article will explain… Continue reading WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022 Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video. The  study defined interactive live video as including live-streaming video where… Continue reading GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

24. 9. 2022 New study examines how adland’s perceptions of media consumption have changed.  Adland still isn’t normal, but its understanding of the UK public’s media consumption has improved. Good understanding of the public’s broadcast TV consumption, however TikTok and SVOD massively over-estimated. It’s been a decade since Thinkbox’s first “Ad Nation”, a landmark study exploring the differences… Continue reading ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

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

POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

22. 9. 2022 Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the… Continue reading POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard. Katy Harkness, MediaCom’s UK strategy director (pictured, main image), argued attention had become “this decade’s hot new topic” and outlined how and why agencies should have a balanced approach when… Continue reading MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

20. 9. 2022 All monitored media types showed year-on-year growth in monitored media investment in this year’s eighth month. To date, advertising investment in media is up 12 per cent on last year. In the first eight months of this year, monitored advertising investment in media has increased by 12 per cent year-on-year. Television is the strongest by… Continue reading ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

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

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022 Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what… Continue reading BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

15. 9. 2022 Advanced video ad creative in connected TVs delivers higher performance than interactive video on mobile and PC according to Innovid. A new study from Innovid has found that interactive connected TV (CTV) campaigns deliver stronger results across key performance and attention metrics than interactive campaigns on mobile and PC, though those two mediums also saw… Continue reading STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS

13. 9. 2022 Media Club is satisfied with the introduction of ad skipping restrictions in the return view of IPTV operators, according to the first month results. According to Prima Group commercial director Vladimír Pořízek, about two first of GRPS ad returns have been made. Since June, the Prima TV group has restricted the possibilities for skipping ads… Continue reading AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS

IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

13. 9. 2022 The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year. In a recent Harvard Business Review article, researchers led by Duke University’s Fuqua School of Business said traditional advertising’s newfound appeal is partly due… Continue reading IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM

12. 9. 2022 Why the solutions to many of our advertising challenges are found under the hood? Fifteen or 20 years ago, a TV advertising sale was simply that: the sale of advertising units from a seller to an agency or advertiser. The deal was done, handshakes were made, spreadsheets were completed, and invoices were sent. If it… Continue reading WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM

IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

11. 9. 2022 Live television is back in style. That’s a seemingly unlikely perspective for a programmatic SSP, but according to Magnite, there is a surge of advertisers that tried CTV during the past couple of years and now want linear inventory, too. Or, at least, they want to buy ads for the big screen on the wall… Continue reading IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

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

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

6. 9. 2022 Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.

MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION

6. 9. 2022 There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention. An interesting debate is springing up around attention, thanks to Professor Byron Sharp. A couple of weeks ago Sharp was coaxed from the towers of the Ehrenberg-Bass Institute to… Continue reading MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION