STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

26. 9. 2023 New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud. Just over a year ago, we talked about the steady overall decline of humour in advertising over the last two decades. The good news is that Kantar data from… Continue reading STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

26. 9. 2023 Two fifths (41%) dislike managing their devices, while 28% say managing tech devices and subscriptions is “overwhelming,” according to Deloitte. The tech fatigue many consumers began feeling during the lock-downs of Covid-19 seem to have translated into a growing ambivalence towards technologies with U.S. consumers looking to both adopt new technologies and simplify how they… Continue reading SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

THE PROPOSAL TO INCREASE MONEY FOR ČT IS SHOCKING AND UNACCEPTABLE WITHOUT DISCUSSION

26. 9. 2023 The proposed major media amendment to provide more funding for ČT (Czech Television) and ČRO (Czech Radio) cannot be adopted without a discussion on the role of the public service. the discussion should have been held at the beginning of the preparation of the new legislation, says president of AKTV, Klára Brachtlová.

QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

25. 9. 2023 Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content. Using QR codes on TV ads, innovative marketers can convert offline engagements to online conversions. QR codes can take viewers to any form of TV advertisement or promotion online… Continue reading QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

COMMERCIAL RADIO COMPANIES: THE DRAFT AMENDMENT POSES A THREAT TO THE DUAL MEDIA SYSTEM

25. 9. 2023 Commercial radio networks organised in the Association of Private Broadcasters (APSV) reject the draft of a major media amendment and consider it a threat to the dual media system. Commercial radio companies that are members of the Association of Private Broadcasters have also spoken out against the so-called “major media amendment”, which is supposed to… Continue reading COMMERCIAL RADIO COMPANIES: THE DRAFT AMENDMENT POSES A THREAT TO THE DUAL MEDIA SYSTEM

NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION

25. 9. 2023 Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it’s unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences,… Continue reading NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION

TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

22. 9. 2023 TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023. That is according to Kantar’s fourth annual global Media Reactions report, which also found preference for TV sponsorship fell from 12th place to 20th among marketers, and… Continue reading TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

HOW TO IMPROVE ADVERTISING PAYBACK

21. 9. 2023 Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability. In a WARC Spotlight on Drivers of Brand Growth, Paul Dyson, co-founder of Accelero, updates his previous study from 2014 to include… Continue reading HOW TO IMPROVE ADVERTISING PAYBACK

STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING

21. 9. 2023 Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced. Amid all the controversy over LGBTQ+ advertising, a new report from the Cultural Inclusion Accelerator (CIA) and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) suggests that a… Continue reading STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING

STATEMENT OF PROFESSIONAL PUBLISHING ASSOCIATIONS ON THE PROPOSED “MAJOR MEDIA AMENDMENT”

20. 9. 2023 Czech publishers represented in professional associations SPIR (Association for Internet Development) and UV (Union of Publishers) demand an expert discussion on the financing of public media and their role alongside commercial media. They criticise the fact that the introduction of the amendment to the acts on Czech Television, Czech Radio, and radio and television fees… Continue reading STATEMENT OF PROFESSIONAL PUBLISHING ASSOCIATIONS ON THE PROPOSED “MAJOR MEDIA AMENDMENT”

COMMERCIAL TV COMPANIES DEMAND WITHDRAWAL OF MAJOR MEDIA AMENDMENT

19. 9. 2023 The commercial television groups Nova, Prima and Óčko show their displeasure with not being invited to discuss the proposal to increase the fees for ČT (Czech Television).

STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

19. 9. 2023 Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.  That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

WHAT NEW RESEARCH REVEALS ABOUT SLOGANS

18. 9. 2023 According to dictionary.com the word slogan is defined as “a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.” In marketing and advertising parlance there are no shortage of definitions: “A short phrase used in advertising campaigns to generate publicity and unify a company’s marketing strategy.” “A short… Continue reading WHAT NEW RESEARCH REVEALS ABOUT SLOGANS

HBBTV ASSOCIATION UNVEILS NEW SYMPOSIUM FORMAT: THE “UNCONFERENCE”

15. 9. 2023 The annual key summit of the connected TV industry, targeting platform operators, broadcasters, advertisers and adtechs, standards organisations and technology companies, will be co-hosted with Comunicare Digitale, an Italian association for the development of digital television. For the first time, the HbbTV Symposium conference will be split into a traditional format on the first day while… Continue reading HBBTV ASSOCIATION UNVEILS NEW SYMPOSIUM FORMAT: THE “UNCONFERENCE”

MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON

14. 9. 2023 Ad spend may be heading back to the mid-single digit levels seen in the 2010s, but that hasn’t stopped clients from approaching Q4 ad spend with a general sense of uncertainty, agency executives say. Multiple, compounding issues are causing continued uncertainty. Lingering Covid outbreaks, labor issues, the writer’s and actor’s strikes and inflation have caused… Continue reading MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

14. 9. 2023 Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

13. 9. 2023 The Global TV Group recently released an updated version of its survey of how television is consumed around the world. The figures show that despite the rise of digital alternatives, traditional television remains attractive and attracts viewers with its diverse range of content. The survey shows that television is still very popular. Commentary on the… Continue reading TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023 If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.  That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION