THE FESTIVE SEASON IN BRITISH RETAIL GOT OFF TO AN EARLY START THIS YEAR

25. 11. 2022 It´s Christmass already knocking on the door and the holiday season in british retail has started early this year. The cost of living crisis is forcing struggling shoppers to spread their Christmas shopping over a longer period and supermarkets are responding by deploying festive campaigns earlier. In the traditional bastion of Christmas advertising, Britain, supermarkets… Continue reading THE FESTIVE SEASON IN BRITISH RETAIL GOT OFF TO AN EARLY START THIS YEAR

CZECHS MOST OFTEN REMEMBER ADS ON TV, FOLLOWED BY YOUTUBE AND FACEBOOK

22. 11. 2022 Television campaigns are the most memorable for Czech viewers and internet users. Compared to the same spots played in TV archives, on YouTube and Facebook, Czechs remember them best, according to the Track the Success study conducted by the AKTV in cooperation with Eye Square.

WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

21. 11. 2022 Television has always been the most important and powerful screen in the American home. And even with the continued trend of cord-cutting, we know consumers are still tuned in—now, on connected television (CTV). As of 2020, more than 63% of all U.S. TV viewing time was on streaming services. As more consumers become tech-savvy, they are logging… Continue reading WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

CHALLENGE EVEN FOR THE BEST MARKETERS. WHY DOES A GOOD TV AD NEED TO GRAB THE VIEWER’S ATTENTION?

14. 11. 2022 Grabbing the viewer's attention is a challenge even for big brands nowadays and the road to the goal is lined with many pitfalls. What is the recipe for attention-worthy advertising? And which specific brands can inspire in creatively grabbing attention?

THE CASE FOR BRAND INVESTMENT IN A TIME OF BUDGET CUTS

13. 11. 2022 As economic uncertainty has many businesses tightening their belts, one area particularly prone to budget cuts is branding. But brand building will always be a key driver of long-term success. We spoke with Tom Roach, VP brand strategy at global digital agency, Jellyfish, and Dr. Grace Kite, business economist and founder of data consultancy, Magic… Continue reading THE CASE FOR BRAND INVESTMENT IN A TIME OF BUDGET CUTS

WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

30. 10. 2022 As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought… Continue reading WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022 Experts agree that you absolutely must advertise during a recession. What are the values that should not be missing in advertising in a difficult period? And what are some specific examples of TV ads that can be expected to be successful with viewers?

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022 The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video. Over the past six months, there has been a noticeable step-up in the level of investment into the media measurement industry, particularly from… Continue reading HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022 Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the  ‘silver generation’. The living standard of the generation of Czech people aged 55-69 is improving. Those who are retired want to spend… Continue reading CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED

3. 10. 2022 We are living in a time of climate crisis and brands are therefore giving more and more space to ecology and sustainability in their advertising campaigns. But keep one thing in mind - the "preach the water and drink the wine" approach is becoming fatal in this discipline. Examples of good practice from abroad will show you how to master this difficult task.

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022 Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

22. 9. 2022 Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the… Continue reading POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard. Katy Harkness, MediaCom’s UK strategy director (pictured, main image), argued attention had become “this decade’s hot new topic” and outlined how and why agencies should have a balanced approach when… Continue reading MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022 Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022 Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what… Continue reading BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

14. 9. 2022 Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands. The latest Sustainability Sector Index from market researcher… Continue reading KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

6. 9. 2022 Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.