OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

30. 3. 2026 This year’s OmniConnect conference demonstrated that well-defined metrics are key to marketing management, brand growth and return on investment. Alongside global insights, local case studies were also presented, confirming the growing role of data, AI and attention management in modern communication.

ON THE MEDIA IN TURBULENT TIMES. THE 21ST ANNUAL DIGIMEDIA CONFERENCE WILL TAKE PLACE IN PRAGUE IN JUNE

30. 3. 2026 Will the government abolish licence fees and introduce a new funding model for Czech Television and Czech Radio? To what extent do streaming services threaten traditional television broadcasting? How does artificial intelligence help the media? And how are the new radio stations faring two years after the auction of frequencies for digital broadcasting? These are the main questions of the 21st edition of the DIGIMEDIA 2026 conference on media, advertising and digitalisation, which will take place on Wednesday 3 June 2026 in the Congress Hall of Czech Television in Prague’s Kavčí Hory district.

ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

30. 3. 2026 Advertising needs to return to a focus on effectiveness rather than chasing cheap impressions and clicks. Attention can play a key role as a bridge between reach and results. However, using it effectively lies in planning, not optimisation. This was highlighted by Malcolm Devoy of PHD at the OmniConnect conference.

STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM

30. 3. 2026 RTL AdAlliance has published the fifth edition of its annual Living Room Study, which this year covers an even broader audience, thanks to newly added markets such as China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services — it remains the main place for watching video, the centre of the shared viewing experience, and the natural home of local content.

TV EVENINGS HAVE GOT INTO FULL SWING. PEOPLE ARE WATCHING DRAMAS AND REALITY SHOWS IN PUBS TOO

28. 3. 2026 Watching television in the United States is becoming a social experience. Fans of TV series and reality shows are increasingly heading to bars for so-called ‘watch parties’, which are emerging as a new cultural and marketing phenomenon, notes Erika Luzsicza.

TV WAS ALWAYS PERFORMANCE. WE JUST FORGOT HOW TO PROVE IT

27. 3. 2026 Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP.

ALDI HAS WON OVER YOUNG CUSTOMERS. THE TV BRAND HAS BECOME A ‘VIRAL’ HIT ONLINE

27. 3. 2026 Aldi has changed its approach to marketing, moving away from traditional media in favour of entertaining and unexpected content on social media. Thanks to this strategy, it has managed to reach the hard-to-reach group of young, childless customers, increase engagement and significantly boost business results, Darren Hawkins explained at OmniConnect.

CZECHS AND ADVERTISING – A LONG-TERM STUDY OF THE CZECH PUBLIC’S ATTITUDES TOWARDS ADVERTISING

27. 3. 2026 The findings of the “Czechs and Advertising 2026” survey were presented at a gathering of nearly 50 experts on 26 February 2026 at Scéna 5, the ČMS headquarters on Novotného lávka, Prague 1 – Old Town. The event was opened by Tomáš David, Vice-President of ČMS. The research findings were presented by the distinguished Czech sociologist Stanislav Hampl, chief analyst at ppm factum research. This was followed by a lively discussion moderated by Ladislava Knihová, President of ČMS. The gathering was attended by representatives from universities, the business sector and students. Experts from the fields of marketing, management, economics and HR were present, confirming the high level of interest in the topic and the importance of long-term feedback for contemporary marketing communication and data-driven managerial decision-making. We bring you a video presentation of selected research findings and an article highlighting key moments from this 43rd research survey. Long-term research into the Czech public’s attitudes towards advertising The communication process is inextricably linked to feedback. In marketing communication, this is provided by research, which enables us to understand how the public perceives advertising messages, how they react to them, and what role advertising actually plays in everyday life. The ‘Czechs and Advertising’ project, launched by the Czech Marketing Association back in 1993 thanks to the initiative of the survey’s founder, Jitka Vysekalová, represents a unique long-term research series in the Czech context, tracking changes in the public’s relationship with advertising.

A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING

27. 3. 2026 FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues to ad delivery Context.IA uses a multimodal AI model to analyse image, text, audio and video within broadcast content. It identifies editorial cues and connects them to ad switching, so a campaign can appear when those cues are detected. The mechanism is simple to describe: define the cue, connect it to the creative, and deliver the ad when the condition is met.

BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE

26. 3. 2026 In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV innovation through real-time, contextually immersive ad experiences, that meet audiences in the moment.

THIS EASTER, CZECHS PLAN TO SPEND MORE THAN THEY HAVE IN THE LAST FOUR YEARS. TRADITIONS REMAIN, BUT THE TRADITIONAL ‘POMLÁZKA’ RITUAL IS ON THE DECLINE

26. 3. 2026 Easter traditions are still going strong, but new ones inspired by other countries are gradually being added to the mix, including the traditional Easter whip, which is being replaced by Easter egg hunts. As a relaxed holiday, Easter is also reflected in people’s shopping plans. The average amount Czechs plan to spend this year has fallen by a full 350 CZK. This is confirmed by data from the traditional survey by the online supermarket Košík.cz, based on a sample of 1,573 households across the Czech Republic.

SMART TVS UNDER CLOSER SCRUTINY? BRUSSELS HAS ALSO RECEIVED A REQUEST FROM CZECH BROADCASTERS

26. 3. 2026 Eleven associations of television broadcasters have written to the European Commission requesting that manufacturers of operating systems for smart TVs be placed under the strictest supervision under the Digital Markets Act (DMA). They are also calling for the same measures to be applied to virtual assistants such as Siri, Alexa and Google Assistant. The Czech Association of Commercial Television Stations has also added its signature to the joint letter.

OMD, INITIATIVE AND MINDSQUARED WERE THE TOP PERFORMERS IN THE NEW BUSINESS SECTOR LAST YEAR

25. 3. 2026 The COMvergence ranking provides an overview of budget shifts and the success of media agencies and media agency networks in tenders on the Czech market in 2025.

WHAT IS HAPPENING TO CONSUMERS? THE ERA OF EMOTIONAL OUTSOURCING HAS ALREADY BEGUN

24. 3. 2026 The SXSW 2026 conference demonstrated that, alongside the impact of artificial intelligence on business, a less visible transformation is also taking place within people themselves. Their relationships, language and the way they seek connection are changing. As a result, the audience that brands have traditionally targeted is also changing, summarises Alex Turtschan from the media agency Mediaplus.

YOUNG LIONS FOR OGILVY, FOLLOW BUBBLE, VML, STORY TLRS AS WELL AS PRAZDROJ

23. 3. 2026 The Young Lions competition has announced its winners, with teams from Ogilvy, Follow Bubble, VML, Story TLRS and Plzeňský Prazdroj taking top honours.

WATER: THE ESSENCE OF LIFE AND A REWARDING THEME FOR TV ADVERTISING

22. 3. 2026 How many times a day do we turn on the tap without paying much attention to the water flowing from it… Water is something we take completely for granted. Yet all it takes is slowing down a little and realising just how essential it is to our lives. And that is precisely what World Water Day reminds us of every year. Unlike ordinary consumers, creative professionals are well aware of the importance of water and its powerful symbolism, which is why they so often draw on it in advertising. So today, on the occasion of World Water Day, we will take a look at water in television advertising—whether as a promoted product or as a motif that helps create atmosphere and underline the advertising message.

AI TRENDS IN ADVERTISING, MARKETING AND THE MEDIA IN 2026

22. 3. 2026 Artificial intelligence is transforming the way people discover brands, marketing is becoming system-driven, and creativity is emerging as the key driver of growth, according to a new report by EACA and Advertising Week entitled “AI Forecasts & Predictions for 2026”.

BEYOND THE MYTHS: UNLEASHING THE POWER OF STREAMING TV IN THE RAPIDLY EVOLVING TV LANDSCAPE

20. 3. 2026 The advertising world is at an inflection point. Over the past few years, consumers have shifted to streaming media in record numbers, reshaping how they discover, engage with, and ultimately buy from brands.