HOCKEY FANS ARE CHANGING, GAMES ARE BEING WATCHED MORE AS A FAMILY
3. 12. 2024 Watching ice hockey is more of a family affair, with up to 65% of women cheering on their partners, opening up new communication opportunities for brands. Ice hockey continues to be the most common sport that Czechs fans in the domestic market. This is true for 59% of the Czech population, and for a third… Continue reading HOCKEY FANS ARE CHANGING, GAMES ARE BEING WATCHED MORE AS A FAMILY
FASHION BRAND VUCH ROLLS IT OUT FOR THE FIRST TIME IN A TV SPOT
2. 12. 2024 With the message that Vuch handbags are not just an accessory, but also a way to show confidence and joy – no matter where their owner goes – the first TV campaign of the young brand from Chrudim was created in collaboration with the creative trio Jinej gang. The fast-growing company, which recently surpassed the… Continue reading FASHION BRAND VUCH ROLLS IT OUT FOR THE FIRST TIME IN A TV SPOT
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024 To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
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
DOES THE FUTURE BELONG TO SHORT VIDEOS?
5. 8. 2024 According to Hubspot research, 62 percent of consumers have viewed video content to gain information about a brand or product. But what’s the difference between short and long videos, and what are their benefits? We wrote about this in the last issue of MAM – a double issue 32-33/2024. The length of a video plays… Continue reading DOES THE FUTURE BELONG TO SHORT VIDEOS?
WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER
2. 8. 2024 Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising. TV viewership has changed more in the past decade than in the last thirty years combined. While linear TV still boasts massive audiences, streaming platforms are rapidly gaining… Continue reading WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER
CLEAR GENERATIONAL DIVIDE EMERGING IN ATTITUDES TO INCLUSIVITY, SURVEY SHOWS
20. 7. 2024 Younger generations would like to see greater representation in advertising, along with more accessible creative. Gen Z would like to see better representation and accessibility in advertising, reveals new research from Clear Channel UK, which further highlights a growing divide between generational, and gendered, views on diversity and inclusion. According to the research, 42% of… Continue reading CLEAR GENERATIONAL DIVIDE EMERGING IN ATTITUDES TO INCLUSIVITY, SURVEY SHOWS
VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING
18. 7. 2024 What do Da Vinci, Van Gogh, Picasso, or Vermeer have in common? Apart from being the authors of the most famous paintings of all time, they are the artists whose works are often used in advertising in a thousand different ways. The works are not only interesting and original but they also add a touch… Continue reading VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING
LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME
13. 7. 2024 Both brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet. Brands that try to combine brand advertising with performance are at risk of “getting in people’s way” and detracting from the job to be done, says Adam&eveDDB group… Continue reading LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME
MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING
18. 4. 2024 Television continues to appeal to a large number of viewers today, stirring emotions, offering the highest efficiency and return on investment, maximum attention and trust. This is not the only reason why it remains a highly effective, important and often key element of the media mix.
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024 In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS
18. 3. 2024 Campaigns in traditional media bring e-shops an increase in brand awareness, as well as a contribution to overall turnover. This came out of the discussion at the Eshopista meeting. For online retailers such as Alza.cz, Niceboy or Trenýrkárna, campaigns on TV or radio bring the effect of increased customer interest in their products. This came… Continue reading E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS
ADAM ŠPÍNA: 2024 WILL BE THE BEST YEAR TO CHANGE THE BRAND SETTING
22. 2. 2024 How to build brands this year? Start with a customer needs analysis followed by a positioning assessment. Rising consumer prices due to inflation are causing people to think more about what they spend their money on. A full 93 percent of Czechs are currently thinking about where and how to save on their spending (NIQ,… Continue reading ADAM ŠPÍNA: 2024 WILL BE THE BEST YEAR TO CHANGE THE BRAND SETTING
HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS
19. 1. 2024 If you have been paying attention, you will remember the research study on the effectiveness of TV program sponsorships conducted by the Marketing Scientist Group in collaboration with Paramount ANZ (Australia & New Zealand). The study explores the impact of attention on brand assets within TV sponsorships. The study encompassed a comprehensive experiment involving 2200… Continue reading HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS
IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
26. 10. 2023 Background information In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the… Continue reading IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER
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
EMOTION IN ADVERTISING AND THE ROLE OF MUSIC
30. 6. 2023 Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising? Kantar’s Creative Effective Awards give us the opportunity to put the spotlight on the role of emotion in effective advertising. One of the five themes amongst our… Continue reading EMOTION IN ADVERTISING AND THE ROLE OF MUSIC
BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT
1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT
