MARK RITSON AT THE VISION 2025 CONFERENCE: TELEVISION ADVERTISING OUTPERFORMS DIGITAL IN KEY AREAS – EMOTION AND ATTENTION

20. 10. 2025 | 6 min read In an inventive presentation, Mark Ritson channels Steve Jobs, presenting an alternative reality in which television and television advertising are only being invented today. This stylisation has a single aim: to show how dramatically we underestimate a medium that we have long had at our disposal, and to highlight the fundamental advantages that television advertising offers over everything we now label as “modern digital marketing”.

MUSIC DRIVES ADVERTISING PROFITABILITY

20. 10. 2025 | 3 min read A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the paradox has been that, for all its power, the use of music has been a kind of alchemy rather than an evidence-based set of ideas that can help make advertising better.

BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

17. 10. 2025 | 4 min read Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That's according to new research from the IPA, led by Les Binet and Will Davis.

INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING

16. 10. 2025 | 2 min read Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences.

STUDY: MANY NEW STREAMING SUBS DROP THE SERVICE AFTER NFL ENDS

15. 10. 2025 | 3 min read A new report from Samsung Ads provides some disturbing data for streaming services that have been spending massive amounts of money on their NFL and sports rights. The Samsung Ads’ Quarterly State of CTV Report found that while the number of new users to three apps that streamed live NFL football games grew by 28% over the 2024 regular season, 65% of those new users had churned out by March 2025, the month after the Super Bowl.

WHY PAY ATTENTION TO ANOTHER ATTENTION STUDY?

10. 10. 2025 | 5 min read Because this study proves the link between high attention media and advertising effectiveness, writes Newsworks’ Heather Dansie.

HOW MOVIES INCREASINGLY DRIVE STREAMING REVENUE

10. 10. 2025 | 4 min read A Parrot Analytics study of thousands of titles across Amazon Prime Video, Disney+, Netflix, and Max finds that movies deliver disproportionately high engagement relative to the volume of content hours they represent.

CONSUMERS PLAN TO SHOP — AND CELEBRATE HOLIDAYS — DESPITE ECONOMIC GLOOM

8. 10. 2025 | 2 min read Even with tariffs, inflation fatigue, and nonstop economic anxiety, Americans are still determined to make this a merry holiday season. ICSC, formerly the International Council of Shopping Centers, forecasts retail sales will climb 3.5% to 4% from October through December, pushing total spending past $1.7 trillion.

BUNDLES DRIVE STREAMING GROWTH, BUT PRICE HIKES RISK MASSIVE CANCELLATIONS, STUDY WARNS

8. 10. 2025 | 2 min read Nearly half of all streaming users in Germany now subscribe via bundles combining several services or including TV options – and this model is proving to be a powerful loyalty driver.

TV’S AD REACH CONSOLIDATES, AS SPEND AND AD MINUTES GROW

8. 10. 2025 | 4 min read Initial Q3 TV advertising data from iSpot reveals a landscape that’s steadying while consolidating itself around top networks and programming.

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

7. 10. 2025 | 3 min read Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab.

HOW ABSOLUT VODKA IS REDEFINING WHAT CHATGPT SAYS ABOUT THE BRAND

7. 10. 2025 | 3 min read When Absolut Vodka wanted to understand how consumers were using ChatGPT to search for mixology recommendations, it found that nearly 70% of the answers it gave never mentioned a brand at all – a huge opportunity to own this space, craft brand narratives, and leverage sources like Reddit.

STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET

7. 10. 2025 | 4 min read Research from Dish Media argues that advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies.

THE UNLIKELY RETAILERS WINNING HALLOWEEN

7. 10. 2025 | 7 min read Consumers are expecting higher prices this year, but that’s not deterring them from spending on the holiday.

HBBTV UNVEILS JURY FOR HBBTV AWARDS 2025

6. 10. 2025 | 3 min read 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, is pleased to announce that the jury has been appointed for the HbbTV Awards 2025.

FEWER ONLINE ADS ARE GOOD FOR EVERYONE, SAYS THE GUARDIAN

6. 10. 2025 | 3 min read Publishers can build reader trust and satisfaction for themselves and favourability for brands if they show fewer online ads, according to the Guardian.

TIVO VIDEO TRENDS REPORT: VIEWERS WATCHING MORE LOCAL CONTENT

2. 10. 2025 | 3 min read Consumer spending on video content grew year-over-year in the second quarter according to report.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 10. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. What’s happening