APPLE IS THE FIRST BRAND WORTH OVER A TRILLION DOLLARS
12. 6. 2024 The Kantar BrandZ ranking of the world’s most valuable brands has been dominated for the third time by Apple, which has reached a historic milestone with a value of over a trillion dollars. It is followed by technology brands Google, Microsoft and Amazon. The importance of technology was shown in the newly released Kantar BrandZ… Continue reading APPLE IS THE FIRST BRAND WORTH OVER A TRILLION DOLLARS
LGBTQIA+ COMMUNITY SUPPORTS BRANDS THAT SUPPORT THEM
2. 6. 2024 The LGBTQIA+ community is under legislative pressure across the US. A Horowitz study shows why brands should support them. Horowitz Research has released pretty strong consumer information showing that brands that support the LGBTQIA+ community do see a solid payoff. When brands include transgender or nonbinary people in their ads, 42% of adults aged 18 to… Continue reading LGBTQIA+ COMMUNITY SUPPORTS BRANDS THAT SUPPORT THEM
WHEN TRADITION AND INNOVATION GO HAND IN HAND. TEA CULTURE MARKETING HAS LONG RELIED ON BOTH TRADITIONAL ANCHORING AND POP CULTURE OVERLAP
6. 5. 2024 It is time to dust off your fanciest tea sets – International Tea Day is fast approaching and on 21 May 2024, the world will celebrate the cultural legacy of one of history’s greatest inventions. Tea culture varies from region to region around the world, as do preferred varieties and folk traditions. But whatever your… Continue reading WHEN TRADITION AND INNOVATION GO HAND IN HAND. TEA CULTURE MARKETING HAS LONG RELIED ON BOTH TRADITIONAL ANCHORING AND POP CULTURE OVERLAP
MAY THE FORCE BE WITH ADVERTISERS OR STAR WARS IN TV ADVERTISING
4. 5. 2024 International Star Wars Day, which is celebrated on 4 May, is irrefutable evidence of the worldwide enthusiasm, or craze, for the iconic Star Wars series. It is therefore quite understandable that the Star Wars theme was seized upon by marketers soon after its first cinema release. They unerringly sniffed out a great business opportunity. And… Continue reading MAY THE FORCE BE WITH ADVERTISERS OR STAR WARS IN TV ADVERTISING
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024 SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
STUDY UK: WHAT BRITS WANT FROM BRANDS: GOOD DEALS AND REWARDS
9. 4. 2024 There has been a sharp rise in the proportion of consumers who feel that being rewarded for loyalty is an important way for brands to help support society during difficult economic times. That’s according to new research* from Hall & Partners which finds 52% of Brits feel this way; that compares with just 17% of… Continue reading STUDY UK: WHAT BRITS WANT FROM BRANDS: GOOD DEALS AND REWARDS
EASTER HUNT FOR THE BEST AD? IT PAYS MARKETERS TO RESPECT TRADITION – IDEALLY WITH AN INNOVATIVE PLOT TWIST
1. 4. 2024 Although Easter is primarily a Christian holiday, it is infallibly a huge event in the world of marketing and television advertising. In particular, retail chains, food companies and candy makers of all kinds cannot miss it. Every year they come up with a fresh batch of campaigns brimming with eggs, bunnies and every other possible… Continue reading EASTER HUNT FOR THE BEST AD? IT PAYS MARKETERS TO RESPECT TRADITION – IDEALLY WITH AN INNOVATIVE PLOT TWIST
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024 Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
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
THE FRIENDLIEST DAY OF THE YEAR IS HERE. GUINNESS BREWERY ON ST. PATRICK’S DAY PROVES TIME AND TIME AGAIN THAT EVERYONE HAS AT LEAST A DROP OF GREEN BLOOD IN THEM
17. 3. 2024 St Patrick's Day is a big event in the marketing world when typically Irish brands obviously dominate with their campaigns. Let´s get inspired, how to celebrate this fest.
CZECH BEDDING MANUFACTURER LEJAAN ENTERS THE TV CAMPAIGN
15. 3. 2024 The Czech bedding manufacturer Lejaan launches a TV campaign and looks for a way to reach forty-somethings. After four years, the Liberec bedding brand Lejaan is launching new marketing activities, the most visible of which will be a TV campaign. In February, it also expanded its e-shop to Germany and opened its first brick-and-mortar store… Continue reading CZECH BEDDING MANUFACTURER LEJAAN ENTERS THE TV CAMPAIGN
DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK
9. 3. 2024 Celebrities and product advertising have been matched together since the ancient days of marketing. Authenticity wasn’t a big concern back in the day—it was just the way things were done, and often with great results. Whether it was the endorsement or the sheer visibility that moved the needle is a discussion for another day, but… Continue reading DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK
STUDY: TV TOP PURCHASE INFLUENCER
8. 3. 2024 US local broadcast television industry trade body TVB has released the findings of the 2024 Purchase Funnel Study which seeks to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of… Continue reading STUDY: TV TOP PURCHASE INFLUENCER
STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
7. 3. 2024 The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
AUTHORS OF EVERYDAY LIFE. ARE THE “ANONYMOUS” CREATORS OF TV ADS GETTING THE RECOGNITION THEY DESERVE?
28. 2. 2024 The word "author" automatically creates a kind of aura of uniqueness around itself. But what is it really like with authorship and auteurism in TV advertising? And which famous directors even signed some of the ads?
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
BRANDS SHOULD LEAN INTO LOYALTY
22. 2. 2024 More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold. For brands, consumer loyalty is increasingly playing a factor in people’s purchasing decisions: More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold’s 2024 Global Consumer… Continue reading BRANDS SHOULD LEAN INTO LOYALTY
TELEVISION HAS A FUTURE AS A MEDIUM. NEW DATA DEBUNKS MYTHS ABOUT TV AND TV ADVERTISING
22. 2. 2024 TV’s effectiveness, huge reach to a wide audience and other benefits make it clear that advertising on tv makes much sense for brands even in the digital age. And it is time to deal vigorously with the myths about TV and TV advertising.
