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

RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

20. 11. 2023 RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as… Continue reading RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

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?

TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

22. 9. 2023 TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023. That is according to Kantar’s fourth annual global Media Reactions report, which also found preference for TV sponsorship fell from 12th place to 20th among marketers, and… Continue reading TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

HOW FRANCETV PUBLICITÉ CULTIVATES ATTENTION

14. 9. 2023 Attention, the precious commodity In an age marked by constant information overload and digital distractions, attention has emerged as a valuable currency in the media industry. While attention is a prominent metric for measuring the success of advertising campaigns, pursuing developments and patterns of how audiences allocate attention is crucial. With this in mind, FranceTV… Continue reading HOW FRANCETV PUBLICITÉ CULTIVATES ATTENTION

NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS

24. 8. 2023 Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory. Commercial noise is all around us. Pressure on people’s attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day… Continue reading NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS

NEW STUDY SHOWS A CLEAR LINK BETWEEN ATTENTION AND BRAND EFFECTS

18. 8. 2023 Attention and brand effects have a direct correlation, according to new analysis by Lumen, Teads, and Dynata – but, crucially, relying on viewability data is not enough. “Attention is an important driver of brand success, as a strong correlation exists between attention and positive brand outcomes. The longer people engage with ads, the more impactful… Continue reading NEW STUDY SHOWS A CLEAR LINK BETWEEN ATTENTION AND BRAND EFFECTS

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

14. 7. 2023 German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad.

HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

24. 6. 2023 Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found. This analysis drew on a sample of 39 Australian Effie case studies, bolstered with campaign data from the Ad Council Australia.… Continue reading HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

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?

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

29. 3. 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

TV DRIVES THE MOST ATTENTION

5. 3. 2023 What is attention these days and why is it important for TV advertisers? These questions are answered by a compilation of facts gathered from research conducted globally by The Global TV Group. In today’s multi-tasking, digital age, attention in advertising has become a critical consideration for businesses seeking to connect with their target audiences. Consumers… Continue reading TV DRIVES THE MOST ATTENTION

SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

2. 3. 2023 Attention is a concept that is used in the marketing world today and every day. The ability to capture the viewer's attention is the cornerstone of success if you want to build a brand and stay ahead of the competition. One way to grab attention is to shock.

CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

1. 3. 2023 Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster. A powerful duo: creativity and relevance. Highly creative campaigns are significantly more effective than less creative campaigns. Not only do they improve attention and memorability, but they also increase positive… Continue reading CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 Storytelling on television has been a key aspect of entertaining and engaging audiences for decades. From the late ’70s, television has become a staple with South African audiences, from bunny-ears, decoders to dishes, and streaming devices. Dallas, The Fresh Prince of Bel-Air, Live Sport, Noot Vir Noot, Surf Show Pick A Box and the on-set… Continue reading CHANGING CHANNELS ON TV ADVERTISING

RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

3. 1. 2023 Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one. As part of a continuing examination of advertising effectiveness, ThinkTV has new research findings that explore the hot topic of audience attention. The organisation sought to interrogate video platforms and the attention they command through the lens… Continue reading RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

FROM ADVERTISEMENTS TO ARTIFICIAL INTELLIGENCE. HOW HAS ADVERTISING IN THE CZECH REPUBLIC CHANGED IN 30 YEARS?

27. 12. 2022 The creation of advertisements has changed fundamentally over the past decades, as has consumer perception of them. So what are consumers receptive to most now? And how are marketers making their jobs easier with AI? “The Velvet Revolution in November 1989 swept away the communists and brought a fresh wind of endless opportunities for economic… Continue reading FROM ADVERTISEMENTS TO ARTIFICIAL INTELLIGENCE. HOW HAS ADVERTISING IN THE CZECH REPUBLIC CHANGED IN 30 YEARS?

YES, TV IS AN ATTENTION BARGAIN – BUT EVEN MORE SO THAN LUMEN THINK

21. 12. 2022 It’s hard to read incredibly positive things about TV advertising and yet be compelled to argue with them, but sometimes you have to, says Thinkbox’s Matt Hill. Mike Follett from Lumen’s recent article – “Why TV appears to be an ‘attention bargain” – was packed with positives for TV advertising. So why am I not… Continue reading YES, TV IS AN ATTENTION BARGAIN – BUT EVEN MORE SO THAN LUMEN THINK