ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

15. 1. 2024 DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

30. 12. 2023 Despite the rise of streaming services and CTV, traditional television is still prevalent. Television advertising has come a long way since the early days of broadcast, and today Connected TV (CTV) is a major player in the advertising landscape. With the rise of streaming services and internet-connected devices, CTV has become a popular medium for… Continue reading WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

22. 12. 2023 Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research. The joint study from Advertiser Perceptions and Claravine fielded in August analyzed the impact of not having a data standards and a strategy in place. It showed how advertisers and agencies struggle… Continue reading WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

21. 12. 2023 Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider. There are few things less welcome than someone you hold in high regard saying something you not… Continue reading TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

20. 12. 2023 System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62%… Continue reading OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

13. 12. 2023 If you feel your nerves tighten a bit when you hear the sound of holiday bells jingling in a TV ad, you’re not alone. According to Healthline, 62% of Americans describe their stress levels as “very elevated” or “somewhat elevated” during the holiday season – and only 10% say it’s a stress-free time of year… Continue reading ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

8. 12. 2023 Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer. We live in a fantastic marketing era where the rubrics of advertising effectiveness are known by more marketers, with more data and more certainty than ever before. We’ve never… Continue reading CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

7. 12. 2023 Despite very real concerns about the economy, the majority of marketers around the world are optimistic and expect business to be better next year than this, according to a new WARC report. The Voice of the Marketer 2024 is a deep dive into The Marketer’s Toolkit survey data of 1,400+ marketers worldwide. Key findings Marketers are optimistic despite economic worries… Continue reading TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

6. 12. 2023 A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less… Continue reading DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

30. 11. 2023 Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

13. 11. 2023 We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

3. 11. 2023 Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead. The pull of nostalgia is powerful. It’s one reason why the Coca-Cola ‘holidays are coming’ Christmas advert is among the nation’s favourites, and part of the appeal of Burger King’s new… Continue reading AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

3. 11. 2023 The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper. Hearing different voices narrate a persuasive message grabs the attention of consumers and boosts their willingness to pay. The authors of the study called this the ‘voice numerosity effect’. This effect continues to… Continue reading USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF

2. 11. 2023 Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows. In Elevating eCommerce: The Unseen Power of Upper Funnel Spending, measurement platform Fospha analysed the impact of mid and upper-funnel activity on brands’ performance over time, paying particular attention to… Continue reading UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF

DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

28. 10. 2023 The latest EMEA Spotlight, ‘Drivers of brand growth’, celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen? Earlier in the summer Paul Dyson, cofounder… Continue reading DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

ASSOCIATION OF COMMERCIAL TELEVISION PARTNERING WITH FORUM MEDIA’S EFFIE STAGE

5. 10. 2023 This year’s Forum Media conference, the largest domestic professional event focused on media, marketing and communication, will take place on 9 November 2023 at O2 Universum in Prague. This unique event bringing inspiration, information and interaction is organised by Marketing & Media in collaboration with the AKA and APRA associations. The Association of Commercial Television… Continue reading ASSOCIATION OF COMMERCIAL TELEVISION PARTNERING WITH FORUM MEDIA’S EFFIE STAGE

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

THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

8. 9. 2023 What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL