THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

24. 7. 2020 In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel… Continue reading THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

23. 4. 2020 There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week. Field, the so-called “Godfather of effectiveness,” provided an update to his… Continue reading PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

THE VALUE OF TV IN THE TIME OF CORONAVIRUS

26. 3. 2020 TV advertising has an important role to play in keeping commerce going through the coronavirus crisis. When people’s livelihoods are threatened and we all fear for the people we love, everything else can feel a little beside the point, a bit trivial. So I have to keep reminding myself that there is a point. That life goes on. We… Continue reading THE VALUE OF TV IN THE TIME OF CORONAVIRUS