SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL
8. 2. 2022 But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions When the Los Angeles Rams and Cincinnati Bengals face off at SoFi Stadium in Inglewood, Calif. on February 13, a new survey from NCSolutions suggests many are looking forward to watching the game, but most will… Continue reading SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL
CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING
4. 2. 2022 The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game. However, if we’re being honest, Super Bowl advertising is the bastion of the one percent. Very few CMOs will ever lead teams producing… Continue reading CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING
5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE
3. 2. 2022 Every year, brands worldwide set themselves apart from the competition by creating touching Valentine’s Day video campaigns. Some brands focus on the “romantic” aspect of February 14th, while others focus on togetherness in all its shapes forms. But what they all have in common is that they’re heartwarming, and most importantly, they raise brand awareness.… Continue reading 5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE
VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK
27. 1. 2022 An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.
UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH
21. 1. 2022 Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement. The unveiling of Meta as the new name for Facebook has created much excitement about the future of the metaverse and its potential marketing opportunities. There is a shared belief… Continue reading UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH
THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE
18. 1. 2022 Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views. Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE
WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?
13. 1. 2022 TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands? egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and sales houses around the world to share their view on the many facets – some widely recognised and… Continue reading WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?
2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER
12. 1. 2022 Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading 2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER
TV ADVERTS THAT HAVE SHAPED CHRISTMAS. RANGING FROM CHOCOLATE BELLS TO ELTON JOHN’S RETROSPECTIVE, THEY HAVE CHANGED THE VIEW OF THE HOLIDAYS OF GENEROSITY AND MUTUALITY
10. 12. 2021 What ingredients must an iconic Christmas ad contain? Why is Christmas such a significant event in the TV world to basically form an advertising category per se? Europeans have a clear idea – they want to spend their Christmas holidays in mutual proximity.
SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET
7. 12. 2021 Within the next year, three in five people could start to boycott brands that don’t act on climate change, new research says, but the effect of media delivery and consumption of advertising on carbon emissions has so far largely escaped public attention. Key findings A global study covering 24,000 people from 19 countries, by media… Continue reading SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET
THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST
6. 12. 2021 A STRONG FOUNDATION FOR GROWTH Most assessments of the advertising industry’s performance begin with a view of the broader economy, usually relying on Gross Domestic Product (GDP) as a proxy for its overall health. This approach is rooted in strong historical correlations between the growth rate of advertising and overall economic activity in many markets.… Continue reading THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST
GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION
1. 12. 2021 Russell Fisher and Matt Lord of Cain&AbelDDB argue that well-crafted direct response TV ads could be your brand’s secret sauce. When you hear the words direct response advertising, what comes to mind? Price roundels and ’sale’ starburst signs? Maybe those ads on daytime TV – you know, actors trying to flog you insurance from a… Continue reading GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION
RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?
30. 11. 2021 Behavio Labs analyzed selected ad campaigns to see how they performed in terms of the key conditions for successful advertising. Research agency Behavio Labs analyzed selected ad campaigns second-by-second. It looked at how they performed in terms of the key conditions for successful advertising. What exactly did the campaign leave in the minds of Czech… Continue reading RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?
RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS
22. 11. 2021 Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content. This was found in Screenforce‘s Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The… Continue reading RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS
SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW
18. 11. 2021 While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane. When it comes to TV, one thing hasn’t changed. What we watch – from Squid Game to Succession, and from Love Island to Line of Duty –… Continue reading SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW
TV ADVERTISING DRIVES CHEAPER ONLINE JOURNEYS
16. 11. 2021 The pandemic has boosted online shopping and retail media but TV advertising retains a vital role for advertisers, according to new research. Why it matters With online-born businesses now the biggest category of advertiser on TV (spending £1bn in 2021), TV industry body Thinkbox commissioned an econometric analysis of ten online businesses, proven to have… Continue reading TV ADVERTISING DRIVES CHEAPER ONLINE JOURNEYS
WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?
12. 11. 2021 Where does addressable TV advertising stand now, what challenges remain, and will 2022 really prove to be a tipping point? Executives from agencies, television and ad-tech companies offered their takes during a recent webinar held by Go Addressable, the initiative formed this year by Altice USA, Charter Communications, Comcast, Cox Media, WarnerMedia/DirecTV Dish Media and… Continue reading WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?
HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD
27. 10. 2021 Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this – how could they not? The challenge… Continue reading HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD
