OMDIA RESEARCH: CEE FAST MARKET ON TRACK TO REACH $42M

5. 6. 2023 The Central and Eastern European market is on track to reach $42m in free ad-supported streaming tv (FAST) revenues by 2028 according to new research from Omdia. CEE joins a buoyant market currently dominated by the US, with rapid expansion from the UK, Canada, and Australia expected over the next four years. Source: OmdiaCommenting on… Continue reading OMDIA RESEARCH: CEE FAST MARKET ON TRACK TO REACH $42M Více informací



THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

5. 6. 2023 Celebrity endorsements sell products, even when the star outshines the brand. In a new study, Wharton experts use neuroscience to understand consumer decision-making. Whether it’s Cindy Crawford gulping down a Pepsi, Shaquille O’Neal hawking Icy Hot, or Daniel Craig dancing his way through a Belvedere Vodka ad, famous people are good at selling stuff. Companies… Continue reading THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS Více informací



MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT Více informací



EXPERTS STUMPED BY ‘AD TURING TEST’ /

30. 5. 2023 A panel of experienced marketing professionals struggled to tell ads made by students from those generated by AI in a competition pitched as the first ‘ad Turing test’. The panel of 16 brand and advertising experts – which included R/GA’s global CCO, Tiffany Rolfe, and Brandtech Group CCO, Mark D’Arcy – were shown 10 poster… Continue reading EXPERTS STUMPED BY ‘AD TURING TEST’ / Více informací



NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading NEW EMOTIONAL BRAND METRICS FOR DARK TIMES Více informací



HOW TO INCREASE REACH BY 15% FOR FREE!

19. 5. 2023 Most brands are missing a trick by failing to include audio descriptions of ads for visually impaired consumers, or closed captions for those with hearing difficulties – yet 15% of the population has some form of these two disabilities.  Why it matters It’s the stated aim of Procter & Gamble’s chief brand officer to reach… Continue reading HOW TO INCREASE REACH BY 15% FOR FREE! Více informací



CONNECTED TV HAS WORK TO DO TO PERSUADE MARKETERS OF ITS EFFECTIVENESS

18. 5. 2023 Findings from Nielsen’s fifth annual marketing report show that marketers have not yet become accustomed to CTV’s growing role in the media landscape. The survey of more than 1,500 global marketing professionals found that only 19% of brands view OTT/CTV as “extremely effective.” In marketers’ perception of advertising effectiveness, CTV lags behind social media, online… Continue reading CONNECTED TV HAS WORK TO DO TO PERSUADE MARKETERS OF ITS EFFECTIVENESS Více informací



IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

18. 5. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS Více informací



WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

17. 5. 2023 Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA Více informací



GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

16. 5. 2023 It is human nature to live in contradiction. It’s part of what has always drawn us to the strategy and insights field. It’s my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone’s behaviors and perceptions of the world… Continue reading GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE Více informací



LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

15. 5. 2023 Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains. Brands today face the combined threats of high inflation, increasing advertising costs and limited business investment – but marketers still have weapons in their armoury to fight back. In a new series… Continue reading LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES Více informací



STUDY USA: GEN Z AUDIENCES HEAVY USERS OF MOBILE DEVICES WHILE WATCHING TV

11. 5. 2023 New research from Samba TV highlights the importance of streaming media, mobile phones and social media for marketers trying to reach the elusive “streaming first” generation of adults aged 18-26 who are often referred to as Gen Z. Samba TV’s analysis indicates that streaming platforms are the go-to destination for content consumption for the Gen… Continue reading STUDY USA: GEN Z AUDIENCES HEAVY USERS OF MOBILE DEVICES WHILE WATCHING TV Více informací



THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

11. 5. 2023 Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products. There are plenty of misconceptions around the efficacy of TV as a marketing channel. Though unrivalled in its reach (91% of UK households switch on live TV at least once per week, according to… Continue reading THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT? Více informací



HBBTV SYMPOSIUM AND AWARDS 2023 ON NOVEMBER 28-29 IN NAPLES

10. 5. 2023 The 11th HbbTV Symposium and Awards will take place on November 28-29, 2023 in Naples, Italy. This was announced today by the HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services through broadcast and broadband networks for connected TV sets and set-top boxes. The annual key… Continue reading HBBTV SYMPOSIUM AND AWARDS 2023 ON NOVEMBER 28-29 IN NAPLES Více informací



NOSTALGIA MARKETING AND THE CORONATION

8. 5. 2023 Brands jumping on the King Charles III coronation bandwagon are often tapping into a sense of nostalgia around the institution of monarchy, but they should be aware that not everyone shares that feeling and they could alienate consumers as much as engage them.  The power of nostalgia  Research* from insights agency Hall & Partners finds… Continue reading NOSTALGIA MARKETING AND THE CORONATION Více informací



HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000

3. 5. 2023 Hundreds of articles and blogs will tell you that we see up to 10,000 ads a day. The problem? No one – from Harvard professors to Market Research Council hall-of-famers – believes it’s true. Can we bust the myth once and for all? It’s time for an experiment. If you ask Google how many ads… Continue reading HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000 Více informací



THE FUTURE OF STREAMING IS ADS

2. 5. 2023 Call it FAST, call it AVOD, call it whatever you want. Free ad-supported streaming is having a moment, and it’s only going to get bigger from here. The big-name streaming services had a really good run. The likes of Netflix, Hulu, HBO Max, Disney Plus, Apple TV Plus, and all the other Pluses have spent… Continue reading THE FUTURE OF STREAMING IS ADS Více informací



STUDY: NEARLY 33% OF NEW STREAMING SUBSCRIPTIONS ARE ON AD-SUPPORTED TIERS; PEACOCK LEADS ALL AT 78%

2. 5. 2023 In these times of growing inflation, we all aim for some level of belt-tightening strategy. For some, that may mean canceling extra streaming services that they’re not using. For others, finding a cheaper option for the same content is more appealing. It seems that streaming services understand this dilemma and have continued to increase the… Continue reading STUDY: NEARLY 33% OF NEW STREAMING SUBSCRIPTIONS ARE ON AD-SUPPORTED TIERS; PEACOCK LEADS ALL AT 78% Více informací