REMEMBER THE VALUE OF TV AS INFLATION BITES

18. 8. 2022 Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness. The rising cost of life in general and media in particular is a pressing concern for advertisers. Yesterday the UK’s Office of National Statistics reported that inflation has reached 10.1% — the first double-digit increase in prices in 40… Continue reading REMEMBER THE VALUE OF TV AS INFLATION BITES

EXPERTS: PAY TV AND STREAMING TO CONVERGE

17. 8. 2022 Nearly one third of TV industry professionals expect traditional pay TV and streaming services to converge. As the media industry transforms, the TV business has seen unprecedented interest in the past two years. The overall picture is influenced by news media combined with savvy marketing and PR. But how do industry professionals see the changing… Continue reading EXPERTS: PAY TV AND STREAMING TO CONVERGE

STUDY USA: VOD USERS INCREASINGLY ACCEPTING ADS

17. 8. 2022 The Q2 2022 wave of Hub Entertainment Research’s TV Advertising: Fact vs. Fiction study reveals strong satisfaction with ad-supported streaming TV platforms. Key findings from this year’s study: 1) The number of consumers using an ad-free streaming platform has increased impressively over the past several years. In Q2 2022, 55 per cent of consumers say they use at… Continue reading STUDY USA: VOD USERS INCREASINGLY ACCEPTING ADS

GERMANY STUDY: MORE THAN HALF OF GERMANS SUPPORT DIVERSITY IN BRAND COMMUNICATION

12. 8. 2022 A short study by YouGov presented the German population’s attitude towards diversity in brand and corporate marketing communications. The topic of diversity is increasingly emerging in society. One in four Germans (26 percent) report that they have dealt with the topic of diversity in society. According to respondents, diversity most often involves the topic of… Continue reading GERMANY STUDY: MORE THAN HALF OF GERMANS SUPPORT DIVERSITY IN BRAND COMMUNICATION

LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS

11. 8. 2022 The Danish toy icon is also trying to rebuild the world for the better with its marketing. It uses animation, life-size models or even feature films. LEGO celebrated its 90th anniversary on June 10. Founded by carpenter Ole Kirk Kristiansen, the Danish icon gradually innovated from wooden toys to the building set systems we know… Continue reading LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS

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?

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 Why should brands look on the bright side of life even in the darkest of times? According to research, people remember information better if they perceive it as humorous. Let's take a look at five brands that use humour to present their brands and summarise why it works.

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

CTV SURPASSES MOBILE AS DEVICE WITH GREATEST SHARE OF GLOBAL VIDEO IMPRESSIONS

5. 8. 2022 According to a study by Innovid, in 2021 CTV surpassed mobile as the device commanding the greatest share of global video impressions. 46% of all video impressions in 2021 came from connected TVs, up from 40% in 2020. In contrast, the share of global video impressions on mobiles declined from 43% to 39%. Innovid also… Continue reading CTV SURPASSES MOBILE AS DEVICE WITH GREATEST SHARE OF GLOBAL VIDEO IMPRESSIONS

THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

5. 8. 2022 One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life. Of course, their marketing team was under a lot of pressure to keep sales up during an economic downturn. But… Continue reading THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

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.

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022 The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading CREATIVE ADS MAKE YOU FORGET BORING ONES

HOW TO REACH CONSUMERS WATCHING BOTH LINEAR AND STREAMING TV

26. 7. 2022 Using connected TV to go after cord-cutters is only part of the story Ask most ad buyers about the advantage of using connected TV (CTV) to achieve “incremental reach” and they’re likely to tell you that it’s all about cord-cutters — reaching those people who will never be reached on linear TV. What they don’t… Continue reading HOW TO REACH CONSUMERS WATCHING BOTH LINEAR AND STREAMING TV

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

26. 7. 2022 Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world. Frank Rose has been telling stories professionally his whole life. He has written about New… Continue reading STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

25. 7. 2022 Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022 WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!

21. 7. 2022 Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that? When the recession hits and others start cutting their advertising budgets, your share of voice (SOV)… Continue reading IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!