HOW TO MAKE EFFECTIVE TRAVEL ADS?

12. 3. 2024 Looking for fresh ideas on how to create ads for your travel business? In this article, we’ll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Features of Engaging Travel Ads Creating ads that grab attention… Continue reading HOW TO MAKE EFFECTIVE TRAVEL ADS?

STUDY: TV TOP PURCHASE INFLUENCER

8. 3. 2024 US local broadcast television industry trade body TVB has released the findings of the 2024 Purchase Funnel Study which seeks to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of… Continue reading STUDY: TV TOP PURCHASE INFLUENCER

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

7. 3. 2024 The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED

7. 3. 2024 The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.

HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024

5. 3. 2024 The convergence of commerce and TV is not merely a fleeting trend but presents a seismic shift in the ecosystem, writes LiveRamp’s Will Keggin. Retail media and connected TV (CTV) stand out as two of the fastest-growing mediums in the digital landscape in 2023, with no signs of stopping. They are both poised for significant… Continue reading HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024

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.

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

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

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

THE RIGHT WAY TO BUILD YOUR BRAND

5. 2. 2024 The best ad campaigns make a memorable, valuable, and deliverable promise to customers. Summary. More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” In this article the authors present a solution to Wanamaker’s famous quandary. Drawing on… Continue reading THE RIGHT WAY TO BUILD YOUR BRAND

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I… Continue reading WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW

31. 1. 2024 A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer to incremental sales as… Continue reading ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW

TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

29. 1. 2024 Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly. Amid all the positivity around marketing “confidence” appearing to improve heading into this year, TV is set to have another very tough year. Media-buying agency bosses I’ve spoken to in… Continue reading TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

17. 1. 2024 Second-screening is “consistently beneficial” to TV ad response rates, new research has found. In the study, ViewersLogic showed a panel of participants divided into “consistent second-screeners”, “non-second-screeners” and “occasional second-screeners” TV ads from seven brands to gauge the impact of second-screening on response rates and how this correlated with gaze and attention. Results revealed second-screening… Continue reading SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers. Television advertising has always enjoyed a recognition for impact. Compared with digital equivalents it is undervalued for what it… Continue reading PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024 Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality. Trust is often correlated with quality and has become increasingly important. Consumers are continuously forming assessments… Continue reading THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM