World-renowned marketing expert Professor Byron Sharp says brands must target the entire market if they want to grow. Mass media is critical to marketing success. And there is no more mass media than television. Its reach is unsurpassed by any other media type – after all, there are nearly 7 million viewers in front of a screen every day, and television reaches 95% of the TV population on a monthly basis.
Viewers also pay much more attention to ads on TV than they do to ads on social media. And thus, TV has a major impact on sales. Television is also essential for online brands and e-commerce sites these days. Even with a lower budget, the investment pays off for small brands. Because with TV, you clearly know what you’re getting – mass impact, attention, brand recall and higher sales. So TV helps brands score and achieve their goals.
And because good scores belong with sports, ScreenVoice MAGAZINE writes this month about the Super Bowl, the most anticipated sporting event in America. The commercials aired during the final intermission are the most expensive and also the most anticipated. Find out what makes Super Bowl advertising special and which brands have managed to creatively enhance the sporting event with their commercials.
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NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT
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AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING
3. 12. 2024More 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: TV MAKES YOU WIN
SEASONAL ADVERTISING VS EVERYDAY ADVERTISING
29. 11. 2024Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
WORKING IN THE MEDIA: HOW TO MAKE IT IN A DYNAMIC INDUSTRY?
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WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
25. 11. 2024When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
FROM THE COMPETITION ADCE TAKES THE BRONZE TRIAD FOR BEER FROM THE AIR
25. 11. 2024The “Beer from the Air” campaign, created by Triad Prague for Radegast, won bronze at the ADCE competition. Art Directors Club of Europe (ADCE) has announced the winners of the 33rd ADCE Awards – Best of European Design and Advertising. Of the four Czech finalists, only agency Triad Prague turned its nomination into a bronze… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX
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CREATIVITY AWARD IN EFFIE CZECH REPUBLIC: SPECIAL ART DIRECTORS CLUB AWARD FOR EPIC LEGO PRIZE FROM KREATIV GANG
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MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS
4. 11. 2024Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition. The European Association of Communication Agencies (EACA) has published the horlist of the Effie Europe competition, with a total of 82 entries. Two of them are also from the Czech Republic. In the category Best of Europe: Positive… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL
30. 10. 2024TV generates 13.8 seconds of attention for a 30-second ad. That’s compared to just 5.2 seconds for YouTube and 1.5 seconds for Facebook and Instagram ads. This finding from Lumenunderscores TV’s ability to capture and hold consumer attention. Challenge your marketing assumptions. Peter Field’s evidence-based approach, rooted in decades of case study analysis, offers a… Continue reading THEME OF THE MONTH: TV MAKES YOU WIN
WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES
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MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD
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