HOW TO RESOLVE THE ATTENTION PARADOX

12. 4. 2022 Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading HOW TO RESOLVE THE ATTENTION PARADOX

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022 Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading IN DEFENCE OF BRAND STORYTELLING

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.

ADS MOST POWERFUL WITH EXISTING CUSTOMERS

8. 4. 2022 ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION) Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages. That was… Continue reading ADS MOST POWERFUL WITH EXISTING CUSTOMERS

USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS

7. 4. 2022 Rapid growth in ownership means that the majority of TV sets (57%) are now smart sets according to new data from Hub Entertainment Research. BOSTON, Mass. —Smart TV ownership, which has played a central role in the growth of streaming media, continues to rise dramatically, according to Hub Entertainment Research’s fourth annual “Connected Home” study. The… Continue reading USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS

AKA: COMMUNICATION INVESTMENTS TO SEE A DOUBLE DIGIT GROWTH THIS YEAR

7. 4. 2022 The Association of Communication Agencies (AKA) expects marketing communication investments to grow by 12% this year. The investment dynamics is going to accelerate compared to previous years. Despite the ongoing presence of Covid-19, the advertising market in the Czech Republic was doing relatively well in 2021. According to data from the Activation Research, which was… Continue reading AKA: COMMUNICATION INVESTMENTS TO SEE A DOUBLE DIGIT GROWTH THIS YEAR

OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS

6. 4. 2022 Live programming will continue to keep pay-TV relevant, researcher says. Despite the increase in cordcutting, drawing viewers away from pay-TV, interest in live news and sports—a staple of traditional linear TV—remains high among older, wealthier viewers, according to a recent study from Leichtman Research Group. When asked the importance of various programming genres, overall, 49% of… Continue reading OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS

WOLT TO LAUNCH ITS FIRST TV CAMPAIGN

5. 4. 2022 Wolt, the courier service delivering food, launches a campaign “The Joy of Food Delivered” (“Radost z jídla doručena”). Wolt, the Finnish online courier service for the delivery of food and retail goods, has been operating on the Czech market since 2018. Now, it launches a new campaign entitled The Joy of Food Delivered. For the first time, the… Continue reading WOLT TO LAUNCH ITS FIRST TV CAMPAIGN

WHAT IS TV AND DOES THAT MATTER?

5. 4. 2022 No one normal worries about the definition of TV because they have lives to lead, energy bills to weep over, and hot takes on Will Smith to have. But there is one group who should care about what it means, argues Matt Hill. Apple TV won best picture at the Oscars. You can watch YouTube… Continue reading WHAT IS TV AND DOES THAT MATTER?

HOW TO GET LUCKY

5. 4. 2022 What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading HOW TO GET LUCKY

GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV

4. 4. 2022 Connected TV has become an integral part of the living room in Germany, Austria and Switzerland (DACH). Above all, the younger target group of 16 to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use an internet-connected TV… Continue reading GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV

DUŠAN ŠVALEK IS CHIEF OPERATING OFFICER OF CME, MOTHER OF TV NOVA

4. 4. 2022 He is responsible for CME’s transformation strategy with a focus on building a business-to-consumer model. Dušan Švalek took up the position of Chief Operating Officer (COO) at CME Media Services (CME), which includes the domestic commercial television group Nova, since 1st of April 2022. He is in charge of CME’s transformation strategy, focusing on building… Continue reading DUŠAN ŠVALEK IS CHIEF OPERATING OFFICER OF CME, MOTHER OF TV NOVA

EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS

2. 4. 2022 With U.S. streamers still driving local market growth, TV producers in continental Europe are juggling between the Hollywood studio business model — under which Netflix and the likes get all rights in return for full-financing plus a fee — and the pre-existing European model based on co-productions that leave indie producers with backend and give… Continue reading EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS

FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

1. 4. 2022 The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But… Continue reading FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

STUDY: CONSUMERS GROW LESS CLEAR OF STREAMING BRANDS’ OFFERINGS AS RANKS GROW

31. 3. 2022 Hub’s annual Evolution of Video Branding study found large gaps between TV service name recognition and true understanding of each service’s value proposition, the firm said. Hub’s “Evolution of Video Branding” study was conducted among 1,601 U.S. consumers with broadband, age 16-74, who watch at least one hour of TV per week. The data was… Continue reading STUDY: CONSUMERS GROW LESS CLEAR OF STREAMING BRANDS’ OFFERINGS AS RANKS GROW

MEDIA LITERACY OF CZECHS IS INCREASING, ACCORDING TO RESEARCH

30. 3. 2022 The level of media literacy is generally increasing in Czech society. This is according to research by the Department of Media and Cultural Studies and Journalism at Palacký University in Olomouc and the STEM/MARK agency. The level of media literacy in Czech society is generally increasing (39/100 points in 2018, 49/100 in 2021). This is… Continue reading MEDIA LITERACY OF CZECHS IS INCREASING, ACCORDING TO RESEARCH

STUDY: BRANDS ARE DROWNING IN A SEA OF SAMENESS, THEY CAN SURPRISE ONLY A THIRD OF PEOPLE

30. 3. 2022 Only a third of Czech consumers can recall a unique brand, according to a study by Ogilvy Consulting and GroupM. Consumers are increasingly engaging with brands through their own experiences, not through communication. It is the brand experience that is key to success today, when brands are increasingly drowning in a sea of sameness, making… Continue reading STUDY: BRANDS ARE DROWNING IN A SEA OF SAMENESS, THEY CAN SURPRISE ONLY A THIRD OF PEOPLE

TV PRIMA LAUNCHED MAX REACH AD FORMAT IN HBBTV

30. 3. 2022 An advertising format that maximises reach by combining TV spot advertising and HbbTV has been launched by Prima TV. TV Prima has introduced Max Reach, an advertising format that combines TV spot campaigns and HbbTV. It uses targeting that works with data about TV devices – whether or not they have seen the intended ad… Continue reading TV PRIMA LAUNCHED MAX REACH AD FORMAT IN HBBTV