BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

9. 2. 2022 Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users). That’s according to a new report from WARC and Perpetua, a supplier of e-commerce advertising and intelligence software, which analyses the impact of brand-building… Continue reading BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

9. 2. 2022 Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna NEW YORK—While advertisers have traditionally been concerned about associating their brands in news content that might prove upsetting, depressing or controversial to some viewers, Disney Ad… Continue reading USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

THE LOVERS’ HOLIDAY IN THE THRALL OF COMMERCE AND CLICHÉS? THE TV ADS THAT CONVINCED US THAT ST. VALENTINE’S DAY IS NOT LOST YET

8. 2. 2022 It is a tradition that 14 February of each year is dedicated to those in love. A frequent objection against St. Valentine’s Day celebrations is the excessive commercialisation. Ironically, marketers are often the ones demonstrating that Valentine´s Day does not have to be in that commercial way.

SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

8. 2. 2022 But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions When the Los Angeles Rams and Cincinnati Bengals face off at SoFi Stadium in Inglewood, Calif. on February 13, a new survey from NCSolutions suggests many are looking forward to watching the game, but most will… Continue reading SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)

3. 2. 2022 We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix? Compared to linear, CTV’s addressability and targeting make ads more relevant. Yet, this granularity cuts both… Continue reading CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)

TRUST RESEARCH: WHICH ADVERTISING CHANNELS DO CZECHS TRUST?

3. 2. 2022 In the autumn of 2021, the research company Nielsen conducted a multinational study Trust in Advertising, primarily focused on the trust of the inhabitants of the surveyed countries in various communication channels. Martin Chalupník from Nielsen Admosphere writes about the study. We are at the beginning of the third year of restrictions due to the… Continue reading TRUST RESEARCH: WHICH ADVERTISING CHANNELS DO CZECHS TRUST?

5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE

3. 2. 2022 Every year, brands worldwide set themselves apart from the competition by creating touching Valentine’s Day video campaigns. Some brands focus on the “romantic” aspect of February 14th, while others focus on togetherness in all its shapes forms. But what they all have in common is that they’re heartwarming, and most importantly, they raise brand awareness.… Continue reading 5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE

LIDL, KAUFLAND AND ALBERT INVESTED THE MOST IN ADVERTISING IN 2021

2. 2. 2022 Food chains led by Lidl, Kaufland and Albert were the biggest advertisers last year, according to Nielsen Admosphere monitoring. Three foreign food chains were the biggest advertisers in 2021. Food also became the strongest advertising segment in the Czech Republic. They are followed by the banking/insurance and electronics segments in terms of volume of advertising… Continue reading LIDL, KAUFLAND AND ALBERT INVESTED THE MOST IN ADVERTISING IN 2021

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022 An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms. For many industry participants, addressability – as… Continue reading NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

23. 1. 2022 TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV… Continue reading THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

21. 1. 2022 The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV. The TV landscape has been undergoing change for a number of years and the pandemic, coupled with the increased connectivity of the consumer… Continue reading VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022 Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement. The unveiling of Meta as the new name for Facebook has created much excitement about the future of the metaverse and its potential marketing opportunities. There is a shared belief… Continue reading UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022 Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views.  Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022 Advertiser Perceptions said 24% plan to spend more on linear TV As more forms of television emerge, advertisers are looking to buy more video of all types, a new survey by Advertiser Perceptions finds. According to Advertiser Perceptions’ latest Video Advertising Convergence Report, 50% of advertisers said that video was the most valuable media in terms of… Continue reading ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

13. 1. 2022 TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands? egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and sales houses around the world to share their view on the many facets – some widely recognised and… Continue reading WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022 Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading 2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind  Christmas. Is there any… Continue reading ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON