WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

SOCIAL RESPONSIBILITY IS FINE, BUT CZECHS WANT QUALITY ABOVE ALL

25. 11. 2024 Up to 64% of Czechs do not care whether a brand is ethically or socially responsible, they want quality products, according to a recent study by Ipsos. In a world of misinformation, brands become a reflection of people’s own worldview and values. They make decisions mostly for economic reasons, but not only according to them.… Continue reading SOCIAL RESPONSIBILITY IS FINE, BUT CZECHS WANT QUALITY ABOVE ALL

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar. A study released for International Men’s Day, Connecting with men: How brands can decode modern masculinity, draws on data… Continue reading STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

CZECHS WATCH TV FOR AN AVERAGE OF 3.5 HOURS A DAY

21. 11. 2024 The average time spent in front of the TV (ATS) in the Czech Republic is stable at 3.5 hours per day. This is shown by data from the electronic measurement of viewership for January-October this year for the target group of viewers over 15 years of age. The highest average TV viewing time per person… Continue reading CZECHS WATCH TV FOR AN AVERAGE OF 3.5 HOURS A DAY

ATMEDIA: PAY TV IS GETTING MORE EXPENSIVE, CZECHS SPEND 419 CZK PER MONTH FOR IT

19. 11. 2024 The average Czechs’ monthly spending on pay-TV has risen by 7% to CZK 419 this year, according to research by the atmedia index. The average monthly spending of Czechs on pay TV has risen to 419 CZK this year, as several operators have increased the price of their services. This price is now considered too… Continue reading ATMEDIA: PAY TV IS GETTING MORE EXPENSIVE, CZECHS SPEND 419 CZK PER MONTH FOR IT

STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

19. 11. 2024 Streaming services are growing mainly due to sporting event offerings, a Kantar study shows. This summer, full of global sporting events such as Euro football, the Conmebol Copa America and the Summer Olympics in Paris, attracted many new users to streaming services. For example, the Olympics were the reason for one in four new Discovery+… Continue reading STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

ONLY 10 PERCENT OF CZECHS AGREE WITH THE USE OF AI IN NEWS

11. 11. 2024 Czech users of news content do not trust artificial intelligence in news. They fear it makes it impossible to distinguish fiction from reality, according to a new study by ResSolution Group and Nielsen. Only 10% of the Czech online population agree with the use of artificial intelligence (AI) tools in news, across all media types.… Continue reading ONLY 10 PERCENT OF CZECHS AGREE WITH THE USE OF AI IN NEWS

CZECHS SEARCH FOR INFORMATION MOSTLY ON THE INTERNET, THEN ON TV

6. 11. 2024 Czechs search for information mostly on online media and on TV, while a third of Czechs use social networks, according to research by NMS Market Research. The most common source of information for Czechs and Czech women is online media and newspapers. 65% get information about events in the Czech Republic and the world from… Continue reading CZECHS SEARCH FOR INFORMATION MOSTLY ON THE INTERNET, THEN ON TV

CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING

4. 11. 2024 Middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle. But people in 45-64 age group also have aspirations and dreams, and truth be told, they finally have the financial means to pursue them.

ATTENTION DRIVES INCREMENTAL PROFIT

4. 11. 2024 There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research. Maximising Profit through Attention brings together Lumen’s benchmarks for its APM attention metric (attentive seconds per 1000 impressions) with the Full Profit ROI channel benchmarks… Continue reading ATTENTION DRIVES INCREMENTAL PROFIT

CASE STUDY: VOYO THRIVES WHERE NETFLIX LOSES

4. 11. 2024 VOD service Voyo has managed to gain ground where foreign Netflix falls short in the Czech market, according to a case study by Ipsos. Of the VOD services, consumers in the Czech market are closest to the Netflix brand, and therefore have the most positive expectations of it. The second closest, albeit at a distance,… Continue reading CASE STUDY: VOYO THRIVES WHERE NETFLIX LOSES

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 Linear TV is clearly – despite strong competition from streaming platforms – more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated. Despite the wide range of streaming platforms , traditional television is not losing popularity with… Continue reading STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

AD INTEL: IN THE BACK-TO-SCHOOL ERA, BRANDS INVEST IN ADVERTISING DIFFERENTLY

30. 10. 2024 The Ad Intel News series of short reports from Nielsen Research’s advertising monitoring complements last month’s ranking of the Top 5 brands in the School & Office Supplies segment. The Nielsen agency focused on the Back to School period, i.e. the months of August-September, comparing the past two years, i.e. 2023 vs. 2024. The values… Continue reading AD INTEL: IN THE BACK-TO-SCHOOL ERA, BRANDS INVEST IN ADVERTISING DIFFERENTLY

THE NEAREST BRANDS FOR CZECHS ARE LIDL, YOUTUBE AND DR.MAX

30. 10. 2024 As many as 13% of brands on the domestic market are perceived by Czechs as close to them, the closest being Lidl, YouTube or Dr.Max, according to a survey by Ipsos. What matters for the success of brands is whether they are able to both raise and meet the expectations of their customers, whether they… Continue reading THE NEAREST BRANDS FOR CZECHS ARE LIDL, YOUTUBE AND DR.MAX

WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

29. 10. 2024 Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong WARC has long held the view that effective marketing strategies combine immediate results with long-term goals. However, a fragmented media landscape and a focus on short-term measurement… Continue reading WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

EUROPE IS BECOMING THE FASTEST GROWING MARKET FOR CTV

27. 10. 2024 Over 80% of households with a connected TV prefer CTV to traditional linear TV. Although the market share of CTV in Europe does not yet reach the level of the United States, Europe is becoming the fastest growing market for the format today. Various studies show that more than 80% of households with a connected… Continue reading EUROPE IS BECOMING THE FASTEST GROWING MARKET FOR CTV

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common? They’re all huge TV advertisers. Coca-Cola’s biggest marketing campaigns have always featured TV commercials, from “I’d Like to Buy the World a Coke” in the 70s to the more recent “Share a Coke.” Apple… Continue reading WHY TV ADVERTISING STILL RULES BRAND-BUILDING