THEME OF THE MONTH: LOVE FOR TV

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading THEME OF THE MONTH: LOVE FOR TV

ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading THEME OF THE MONTH: LOVE FOR TV

FILM ANNIVERSARY: AUDIENCES WANT TO LIVE AS FRIENDS OR THE ADVERTISING POWER OF THE SITCOM

When Friends first appeared on television in September 1994, no one imagined that the sitcom would become a worldwide phenomenon, not only attracting millions of viewers around the world, but also becoming the darling of agencies and brands. It offers a powerful platform for marketers for several reasons. Read why.

THE MARVEL PHENOMENON: COMICS AND TV ADVERTISING IS A GREAT DUO

The popularity of comic book characters makes it possible to create attractive and visually powerful ads, and brands and creative agencies are well aware of this. Which ones are successfully riding the Marvel wave with a comic book theme?

THE WORLD OF EFFECTIVE CHRISTMAS ADS BY JON EVANS

While it may be too early to start putting up the Christmas tree, decorating, and shopping for Christmas presents, the ideal time to think about Christmas campaigns is the earlier the better, according to Jon Evans, Chief Customer Officer at System1. In his seminar, The Gift of Great Christmas Creative, he looked at the principles… Continue reading THEME OF THE MONTH: LOVE FOR TV

TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT

TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement. Newcomers are making waves. Magic Spoon’s “Tastiest Revolution” ad outperformed the Food and Beverage average by 1,633%, proving innovative creative allows… Continue reading THEME OF THE MONTH: LOVE FOR TV

ART IN ADVERTISING: A FEW TONES CAN CHANGE EVERYTHING. CLASSICAL MUSIC IS A TIME-PROVEN CHOICE

Mozart and Wagner, Strauss or Vivaldi. In their desire to captivate the audience and evoke emotions, advertisers and the creative agencies they approach do not hesitate to draw on the proven history of music. Advertising without music is like heaven without stars. And why not capitalise on the fame of the oldest artists? Music and… Continue reading THEME OF THE MONTH: LOVE FOR TV

THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced. Media psychology focuses on understanding how media and communication technologies impact human behavior, identity and societal dynamics. In the context of advertising, it provides critical insights into how… Continue reading THEME OF THE MONTH: LOVE FOR TV

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading THEME OF THE MONTH: LOVE FOR TV

TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC. Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity. “Emotions are the key… Continue reading THEME OF THE MONTH: LOVE FOR TV

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

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 THEME OF THE MONTH: LOVE FOR TV

HOW GEN AI IS USING EMOTIONS TO DRAMATICALLY CHANGE CTV AD EFFECTIVENESS

Like consumers across the board, viewers of connected TV (CTV) increasingly expect deeper personalization in the ads they see. In fact, recent studies have found that audiences pay nearly four times more attention to CTV ads that are relevant to the content they’re watching. One way brands and publishers can achieve the customization viewers are… Continue reading THEME OF THE MONTH: LOVE FOR TV