LET’S KEEP OUR FINGERS CROSSED, IT’S A STRANGE TIME, SAYS PRIMA GROUP’S CCO, VLADIMÍR POŘÍZEK

30. 11. 2023 Despite the global crises and mixed expectations, the advertising market grew moderately in 2023 in all media types, says Vladimir Pořízek, Prima group’s CCO. He also talks about how the warm autumn weather has affected the number of viewers in front of their screens or why tv stations have to increase the price of advertising.

CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

27. 11. 2023 The Christmas atmosphere is unique and irresistible, deeply tied to powerful emotions. People are eager to open their hearts - and wallets -while searching for the most beautiful gifts for their loved ones. Companies that strike an emotional chord through their Christmas campaigns have wide-open doors to viewers and thus, potential customers. Our Christmas series of articles will explore various highlights and “bests” of Christmas TV ads.

HBBTV HAS A FUTURE. ITS BENEFITS ARE APPRECIATED BY VIEWERS AND ADVERTISERS ALIKE

27. 11. 2023 More than 20 years have passed since the birth of HbbTV. This technology combining broadcast TV and internet services has opened up a new world for viewers and advertisers, one that continues to evolve and improve. The interactivity that hybrid broadcasting technology puts in the hands of people in front of TV screens has elevated the possibilities of TV advertising to a higher level.

INCREASED TV FEES? I WOULD BUILD A NEW ČT1 WITH THAT MONEY, SAYS MAREK SINGER, PRIMA’S CEO

21. 11. 2023 It is an incredible sum of between CZK 1.5 and 2 billion a year, says the CEO of Prima Group, Marek Singer, about the new revenues for Česká televize (Czech Television) in the form of increased licence fees. And do shows like Stardance fulfil the public service role? We present an excerpt from an interview for the CNN Prima news magazine, which has been on newsstands since 13 November.scree

HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

13. 11. 2023 We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads.

THE IMPORTANCE OF INTEGRATING DIGITAL AND TRADITIONAL MARKETING

8. 11. 2023 Denis Sinelnikov is the CEO of Media Components and Curis Digital, an award-winning, full-service digital marketing agency.

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

3. 11. 2023 Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead.

WHY COKE LEANED ON ITS HERITAGE THIS YEAR TO CREATE SANTA-LADEN AD

2. 11. 2023 We catch up with Coca-Cola’s global head of creative strategy to hear how the soda brand thinks there’s a little Father Christmas in all of us.

BREAKFAST WITH NOVA AND PRIMA. TV CEOS ON CZECHFLIX AND LICENCE FEES

2. 11. 2023 Two CEOs of billion-dollar media houses at the same table: the head of Nova, Daniel Grunt (right), and his counterpart from Prima, Marek Singer, care about your entertainment and agree that we are living in the golden age of TV. Only this acronym no longer stands for television but for total video.

DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

28. 10. 2023 The latest EMEA Spotlight, 'Drivers of brand growth', celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen?

STUDY USA: LIVE TV REMAINS THE TOP LAUNCH POINT FOR VIEWERS BUT ONLY BARELY BEATS SVOD

25. 10. 2023 Consumers are most loyal to the sources they go to first, and SVODs and smart TV apps are showing rapid gains as the default launching point, according to a new Hub study.

DELOITTE: ONE IN THREE SHARING STREAMING SUBSCRIPTIONS

12. 10. 2023 One in three people with streaming subscriptions are sharing their accounts with other households.

“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV

9. 10. 2023 Marketers are reportedly falling out of love with TV - but what do creatives think about the future of the medium?

LAW OR ETHICS? ADVERTISING BENEFITS FROM BOTH FORMS OF REGULATION SEAMLESSLY BUILDING ON EACH OTHER

5. 10. 2023 Many marketers come to a crossroads in their professional career where they have to evaluate whether their creative idea is suitable for public presentation or whether it is unnecessarily teetering on the edge of ethics and good taste. This is a decision on which the future of the promoted brand may depend, so it is 100% advisable to think twice. Fortunately, there are imaginary directives that roughly outline what is allowed and what is not. Generally speaking, this is the concept of ethical marketing, but it needs to be evaluated in some way both by states and by business and industry players. The Czech republic is no exception to this and advertising is thus limited by boundaries originating in public and private space. Let’s learn a lesson from the violation of the code of ethical advertising, taking a look at some of the spots that have been banned from the airwaves by the advertising council for various reasons. And let everyone get an idea of the concept of advertising that is already teetering on the imaginary edge. ARE WE LIVING IN THE ERA OF ETHICAL MARKETING? In the past, the issue of morality and ethics has led to the emergence of an industry with a specific focus - the so-called ethical marketing. The main idea is based on the simple premise that reputation is one of the basic intangible assets available to companies. Accordingly, great demands are placed on marketers, as they must bear in mind not only the protection of their own brand but also that of consumers, specific categories such as children or ethnic minorities, as well as society as a whole. Simply put, they take responsibility for ensuring that the brand they represent communicates honestly, accurately and with respect for human individuality and dignity.

STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

26. 9. 2023 New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud.

SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

26. 9. 2023 Two fifths (41%) dislike managing their devices, while 28% say managing tech devices and subscriptions is “overwhelming,” according to Deloitte.

NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION

25. 9. 2023 Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it's unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.

TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

22. 9. 2023 TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023.