SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024 Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.  The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1. The study, The Sport Dividend: Unlocking Incremental Brand Growth Through Sport Sponsorship, revealed that a range of activations associated with sport sponsorship, from advertising to digital… Continue reading BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one. “Go for gold with advertising that has a passion for sport, entertains and inspires audiences, and draws attention to your… Continue reading A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience. What makes the Olympics… Continue reading OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.

14. 7. 2024 Sustainability is a topic that resonates around the world. The media industry is no exception. Modern consumers are increasingly aware of environmental issues and tend to prefer brands that commit to sustainable practices. Advertisements that emphasise sustainability can engage these consumers and increase their brand loyalty. On the other hand, ads can also serve as… Continue reading THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024 Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them. Easter… Continue reading MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

TV TUNES IN TO SUSTAINABLE ADVERTISING

26. 3. 2024 This month saw the release of a new book aimed at guiding industry efforts on sustainability. ‘Sustainable Advertising: How Advertising Can Support a Better Future’, written by Matt Bourn, Director of Communications at the Advertising Association and Ad Net Zero, and Sebastian Munden, Chair of Ad Net Zero, lays out a manifesto for how advertising… Continue reading TV TUNES IN TO SUSTAINABLE ADVERTISING

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

20. 12. 2023 System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62%… Continue reading OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

6. 12. 2023 A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less… Continue reading DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

30. 11. 2023 Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

24. 6. 2023 Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found. This analysis drew on a sample of 39 Australian Effie case studies, bolstered with campaign data from the Ad Council Australia.… Continue reading HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

WHAT TO DO WHEN YOU HAVE NO BUDGET

22. 6. 2023 Achieving big things on a small budget is possible. Here are four things to consider. We are living through a golden age of evidence-based marketing. From the godfathers of effectiveness Peter Field and Les Binet, to the work of the Ehrenberg-Bass Institute and the training provided by Mark Ritson on his Mini MBA in Marketing,… Continue reading WHAT TO DO WHEN YOU HAVE NO BUDGET

ADVERTISING FAILS THE AGE TEST

14. 10. 2022 Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But… Continue reading ADVERTISING FAILS THE AGE TEST

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD. There has been significant debate this month regarding trust in advertising, with the majority view being that there is a significant level of distrust in advertisers and advertising. It is true that… Continue reading DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS