PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS
5. 8. 2022 Using 30-second ad slots in tandem with product placement can significantly increase key metrics, from sales to website visits, according to research. A study* by BEN, a firm working in the product placement field, tied ad and product integration exposure to brands to actions taken by consumers within the following two weeks. Marketing Brew detailed the… Continue reading PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS
THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW
5. 8. 2022 One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life. Of course, their marketing team was under a lot of pressure to keep sales up during an economic downturn. But… Continue reading THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW
BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?
1. 8. 2022 For some brands, the Back 2 school season is one of the most exposed times of the year. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?
THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN
1. 8. 2022 Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.
STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE
26. 7. 2022 Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world. Frank Rose has been telling stories professionally his whole life. He has written about New… Continue reading STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE
FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING
23. 7. 2022 WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING
IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!
21. 7. 2022 Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that? When the recession hits and others start cutting their advertising budgets, your share of voice (SOV)… Continue reading IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!
I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS
19. 7. 2022 Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common? The answer? They set an expectation, repeat this expectation and then finally, break it. Indeed, a 2009 study by Jeffrey… Continue reading I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS
ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
18. 7. 2022 Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments. While history is full of competing brands, few compare to the battles between beverage giants Pepsi and Coca-Cola that began in the century before last and have… Continue reading ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING
15. 7. 2022 Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad Finecast, a leading addressable TV provider, has today announced the results of its research into the role of attention across TV advertising, which shows that the platform on which an ad… Continue reading TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING
IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE
6. 7. 2022 Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands. “You do realise that this is fantastically untrendy research?” I explained to the team from Savanta, when they approached me to give the launch speech for their 2022 Most Loved Brand Award. “To… Continue reading IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE
THE BEST CAMPAIGNS OF THE LAST DECADE
30. 6. 2022 Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THE BEST CAMPAIGNS OF THE LAST DECADE
USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT
27. 6. 2022 Advertising that embraces diversity and representation leads to a greater likelihood of product recommendation and purchase, according to a new survey of consumers in the US and UK. Why it matters Diversity and inclusion is an issue of profound ethical importance, and must be treated as such by advertisers. As an additional benefit, good moral practice… Continue reading USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT
CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT
27. 6. 2022 Up to 72% of consumers would choose a brand with a sense of humour over its competitors. However, most advertisers are afraid of being funny. People appreciate a sense of humour, even in brand marketing communications. Funny brands are preferred by 91% of consumers and 72% prefer them over their dry competitors. However, even so,… Continue reading CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT
‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING
24. 6. 2022 The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign. Consistency, relevance and strong branding are all essential to build creatively effective advertising campaigns, the marketers behind Aldi’s ‘A Christmas Carrot’ and Marmite’s ‘Flippin Tasty’ ads have revealed. Both ads have been deemed highly effective from… Continue reading ‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING
RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD
21. 6. 2022 From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession. With the tasteless timing of a drunk hitting on a widow at her husband’s funeral, marketers are in Cannes this week as… Continue reading RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD
IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION
17. 6. 2022 As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need… Continue reading IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION
BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS
9. 6. 2022 According to the head of the Ehrenberg-Bass Institute, brands complicate their situation when they can’t draw on their own data and base marketing on impressions. The book How Brands Grow came out about a decade ago, but people in the advertising business are still benefiting from it and still asking its author, Byron Sharp, for… Continue reading BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS
