ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

30. 5. 2024 Pay per impression and even impression viewability metrics are no longer enough in digital advertising today. The key is the attention the ad gets, writes Zuzana Horáková from Omnicom Media Group. In the era of digital advertising, when each of us is bombarded by an endless stream of advertising messages, it is increasingly evident that… Continue reading ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

8. 3. 2022 Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago. When I joined a brand consultancy 10 years ago, coming fresh from a finance-focused business undergrad, two things became clear to me, really fast: This stuff is… Continue reading WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022 Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones. Because they inspire immediate… Continue reading WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen. Nobody was prepared for what hit the world last year. Business thus had to adapt fundamentally. Financial uncertainty and unclear future taught businesses when and where changes should… Continue reading HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

15. 1. 2019 Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving… Continue reading DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING