THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

31. 7. 2024 Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced. Media psychology focuses on understanding how media and communication technologies impact human behavior, identity and societal dynamics. In the context of advertising, it provides critical insights into how… Continue reading THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

ADVERTISING CREATOR JOHN HEGARTY PERFORMS IN PRAGUE FOR THE FIRST TIME

29. 7. 2024 He was the only person to receive an award from the Queen for advertising. This year Sir John Hegarty will perform in Prague for the first time. The legendary campaigns for brands such as Levi’s, Johnnie Walker, Axe and Audi from the 1980s and 1990s, whose claims are still remembered today and many of us… Continue reading ADVERTISING CREATOR JOHN HEGARTY PERFORMS IN PRAGUE FOR THE FIRST TIME

KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV. Cathy O’Connor’s comments that out-of-home revenue is set to grow at the expense of TV should send shivers up the spines… Continue reading KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

SIMPLY FRESH LAUNCHES ITS FIRST TV CAMPAIGN WITH A SUMMER COMPETITION

25. 7. 2024 Simply Fresh summer campaign includes the bagel and sandwich brand’s first ever spots created with WMC Grey. A major summer campaign for Orkla Foods’ bagel and sandwich brand Simply Fresh is running until August, coupled with a consumer competition to win a stylish Fiat 500 or vouchers for sportswear from Kilpi. For the first time… Continue reading SIMPLY FRESH LAUNCHES ITS FIRST TV CAMPAIGN WITH A SUMMER COMPETITION

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one. “Go for gold with advertising that has a passion for sport, entertains and inspires audiences, and draws attention to your… Continue reading A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

ART IN ADVERTISING: ALFONS MUCHA PROMOTED FAMOUS BRANDS THROUGH TENDER FEMALE BEAUTY

23. 7. 2024 If Alfons Mucha had been born into the present day as a creative, media agencies would probably have fought over him. After all, even in his time he worked for the most important brands and promoted a variety of products, such as biscuits, champagne, instant soups, rum, chocolate, bicycles, or cigarette papers. Even today, he… Continue reading ART IN ADVERTISING: ALFONS MUCHA PROMOTED FAMOUS BRANDS THROUGH TENDER FEMALE BEAUTY

OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS

23. 7. 2024 On Friday 26 July, the Summer Olympics will kick off in Paris. The Czech Olympic Team partners have prepared thematic campaigns and other activities. The 2024 Summer Olympics, officially the Games of the XXXIII Olympiad, will kick off in Paris on Friday 26 July. For more than two weeks, the French capital will host sports… Continue reading OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience. What makes the Olympics… Continue reading OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

49% OF CONSUMERS BELIEVE THEY CAN DISTINGUISH BETWEEN TRADITIONAL AND AI ADS ON CTV

22. 7. 2024 49% of consumers are confident they can distinguish ads generated by AI versus traditional methods, with nearly half (49%) stating they do not care whether an ad was made using AI or traditional methods as long as it looks authentic. That’s according to new insights released today by LG Ad Solutions, to determine consumer perceptions and… Continue reading 49% OF CONSUMERS BELIEVE THEY CAN DISTINGUISH BETWEEN TRADITIONAL AND AI ADS ON CTV

TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

19. 7. 2024 Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC. Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity. “Emotions are the key… Continue reading TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

THE MOST ADVERTISED MUSIC EVENTS ARE HRADY.CZ AND LIVE NATION

19. 7. 2024 In the music events segment, the strongest advertisers are the festival series Hrady CZ and the organiser Live Nation. In the first half of this year, Live Nation and the festival series Hrady CZ are among the strongest advertisers among the organisers of music events and the events themselves. This is according to data from… Continue reading THE MOST ADVERTISED MUSIC EVENTS ARE HRADY.CZ AND LIVE NATION

PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage… Continue reading PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING

18. 7. 2024 What do Da Vinci, Van Gogh, Picasso, or Vermeer have in common? Apart from being the authors of the most famous paintings of all time, they are the artists whose works are often used in advertising in a thousand different ways. The works are not only interesting and original but they also add a touch… Continue reading VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns. The Olympics is an event like no other. And that’s… Continue reading HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

HUSAK’S CHILDREN ARE GETTING OLD. MARKETERS MUST PREPARE FOR THE “NEW” SENIORS

17. 7. 2024 Today’s sixty-somethings behave like consumers two to three decades ago at the age of 45, writes Oldřich Vávra of the Prague University of Economics. Population development in the Czech Republic will soon include a significantly large group of people born in the 1970s, the so-called Husak’s children, who will gradually reach senior age. This phenomenon… Continue reading HUSAK’S CHILDREN ARE GETTING OLD. MARKETERS MUST PREPARE FOR THE “NEW” SENIORS

ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

17. 7. 2024 When we think of the advertising of the future, we might think of the famous scene from the movie Minority Report, where John Anderton, played by Tom Cruise, walks through a department store trapped in a tangle of marketing messages that, after scanning his retina, offer him tailored advertising. The short story of the same… Continue reading ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV

17. 7. 2024 Innovid, a software platform for the creation, delivery, measurement and optimisation of advertising across connected TV (CTV), linear TV, and digital, released CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising. The report, a collaboration between Innovid and Target’s retail media network, Roundel, looks at how US shopper behaviours and advertising trends… Continue reading REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV