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
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
THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING
25. 7. 2022 Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.
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
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
‘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
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
TV DRIVES SEARCH UPLIFT
1. 6. 2022 The latest Chart of the Month shows the strong relationship between TV exposures and search volume. This chart shows how TV drives an instant impact and is a great platform for creating awareness and driving demand. Google Trends data can help us understand the impact that linear TV had for online property service Boomin by… Continue reading TV DRIVES SEARCH UPLIFT
CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO
26. 5. 2022 It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both. There is almost no debate about the veracity of The Long and the Short of It. Les Binet and Peter Field’s master work is the perfect exemplar of marketing ‘bothism‘. Sure, there are a… Continue reading CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO
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
STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES
5. 5. 2022 New Future Today survey finds that 94% of parents have increased co-viewing in the last year. While conventional wisdom holds that the proliferation of screens has produced more siloed viewing, a new survey commissioned by Future Today has found that family co-viewing among streaming audiences is actually increasing. “There is a misperception that the explosion in screens… Continue reading STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES
HOW TO RESOLVE THE ATTENTION PARADOX
12. 4. 2022 Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading HOW TO RESOLVE THE ATTENTION PARADOX
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
CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
24. 2. 2022 Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT
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
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.
