BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox. “It’s clear that creativity is, by some way, the biggest lever at a marketer’s disposal.” This according to Paul Dyson, co-founder of effectiveness consultancy Accelero Consulting. It’s often been claimed that creativity has… Continue reading BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

19. 6. 2023 Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times. That’s one of the major findings in a new report* from LIONS,… Continue reading MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

14. 6. 2023 Apple is the world’s most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar. Top 10 brands in the BrandZ 100 Most Valuable Brands in the World, source. Apple is the world’s most valuable brand, followed by Google and Microsoft, which overtook Amazon for third… Continue reading BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

13. 6. 2023 Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform. While many of the points raised in the series – that video enables an ‘audience-first’ approach, it attracts and converts the attention of… Continue reading TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

12. 6. 2023 At the end of last week, Thinkbox unveiled the results of an investigation by Laurence Green, one of the UK’s most respected advertising strategists and creative leaders. He conducted a total of 34 in-depth interviews with agency and client executives. The interviews took place in April and May this year and involved companies such as… Continue reading GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

GWI STUDY: GLOBAL MEDIA LANDSCAPE

9. 6. 2023 GWI has unveiled its new report on global media consumption. According to the company’s data, the use of smart devices (TVs, wristbands and watches) is on the rise, kick-started by a global pandemic. As of 2019, ownership of these devices has increased by 41%. Another interesting finding is watching TV through gaming devices, which is… Continue reading GWI STUDY: GLOBAL MEDIA LANDSCAPE

THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

5. 6. 2023 Celebrity endorsements sell products, even when the star outshines the brand. In a new study, Wharton experts use neuroscience to understand consumer decision-making. Whether it’s Cindy Crawford gulping down a Pepsi, Shaquille O’Neal hawking Icy Hot, or Daniel Craig dancing his way through a Belvedere Vodka ad, famous people are good at selling stuff. Companies… Continue reading THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

CONNECTED TV HAS WORK TO DO TO PERSUADE MARKETERS OF ITS EFFECTIVENESS

18. 5. 2023 Findings from Nielsen’s fifth annual marketing report show that marketers have not yet become accustomed to CTV’s growing role in the media landscape. The survey of more than 1,500 global marketing professionals found that only 19% of brands view OTT/CTV as “extremely effective.” In marketers’ perception of advertising effectiveness, CTV lags behind social media, online… Continue reading CONNECTED TV HAS WORK TO DO TO PERSUADE MARKETERS OF ITS EFFECTIVENESS

IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

18. 5. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

17. 5. 2023 Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

AKA: THE ADVERTISING MARKET IS EXPECTED TO GROW THIS YEAR, BUT AT A SLOWER PACE

16. 5. 2023 AKA estimates that the marketing communications market is worth CZK 136 billion. The marketing communications market in the Czech Republic is estimated at 136 billion. This is the expert estimate of the net marketing investment, according to research conducted by Nielsen for the Association of Communication Agencies (AKA). According to the research, investments will continue… Continue reading AKA: THE ADVERTISING MARKET IS EXPECTED TO GROW THIS YEAR, BUT AT A SLOWER PACE

GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

16. 5. 2023 It is human nature to live in contradiction. It’s part of what has always drawn us to the strategy and insights field. It’s my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone’s behaviors and perceptions of the world… Continue reading GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

ATMEDIA: 2.6 MILLION CZECHS USE SVOD SERVICES, LED BY NETFLIX

15. 5. 2023 Streaming services enjoy growing popularity in the Czech Republic and Slovakia, according to the Atmedia index survey. According to the Atmedia Index survey 40% of people aged 15-69 (2.6 million Czechs) used at least one paid VOD service (SVOD) at least several times a month in the second half of last year in the Czech… Continue reading ATMEDIA: 2.6 MILLION CZECHS USE SVOD SERVICES, LED BY NETFLIX

STUDY USA: GEN Z AUDIENCES HEAVY USERS OF MOBILE DEVICES WHILE WATCHING TV

11. 5. 2023 New research from Samba TV highlights the importance of streaming media, mobile phones and social media for marketers trying to reach the elusive “streaming first” generation of adults aged 18-26 who are often referred to as Gen Z. Samba TV’s analysis indicates that streaming platforms are the go-to destination for content consumption for the Gen… Continue reading STUDY USA: GEN Z AUDIENCES HEAVY USERS OF MOBILE DEVICES WHILE WATCHING TV

STUDY: NEARLY 33% OF NEW STREAMING SUBSCRIPTIONS ARE ON AD-SUPPORTED TIERS; PEACOCK LEADS ALL AT 78%

2. 5. 2023 In these times of growing inflation, we all aim for some level of belt-tightening strategy. For some, that may mean canceling extra streaming services that they’re not using. For others, finding a cheaper option for the same content is more appealing. It seems that streaming services understand this dilemma and have continued to increase the… Continue reading STUDY: NEARLY 33% OF NEW STREAMING SUBSCRIPTIONS ARE ON AD-SUPPORTED TIERS; PEACOCK LEADS ALL AT 78%

CONCERNS ABOUT MEDIA INDEPENDENCE IN CENTRAL EUROPEAN COUNTRIES HAVE INCREASED

2. 5. 2023 Results of a survey of public opinion on media freedom in Poland, the Czech Republic, Slovakia and Hungary presented by the committee for editorial independence with the support of Reporters without borders and the Bakala foundation. It was carried out by the Median agency. The overwhelming majority of the public in the Central European countries… Continue reading CONCERNS ABOUT MEDIA INDEPENDENCE IN CENTRAL EUROPEAN COUNTRIES HAVE INCREASED