CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022 The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading CREATIVE ADS MAKE YOU FORGET BORING ONES

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

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

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

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

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022 Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

2. 6. 2022 While they aren’t a new phenomenon, Coinbase’s SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company’s app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments:… Continue reading WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse. That’s because technology’s… Continue reading CREATIVITY IN ADS MATTERS MORE THAN EVER

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

8. 5. 2022 Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

29. 4. 2022 In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.  This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022 Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading IN DEFENCE OF BRAND STORYTELLING

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.

HOW TO GET LUCKY

5. 4. 2022 What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading HOW TO GET LUCKY

BRING ON THE TECHNICOLOUR!

23. 3. 2022 There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience –… Continue reading BRING ON THE TECHNICOLOUR!

THE CTV/OTT ADVERTISING INDUSTRY: WHAT LIES AHEAD IN 2022

15. 3. 2022 The explosive growth of Connected TV or CTV adspend is attracting new players and Unruly’s Lee Smith looks at how this will impact the issues of content, services and technology for the platform. 2021 was a record year in terms of ad spending and 2022 is set to witness even more growth, with the global… Continue reading THE CTV/OTT ADVERTISING INDUSTRY: WHAT LIES AHEAD IN 2022

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022 Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022 The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new.… Continue reading CREATIVE ADVERTISING IS IN CRISIS