REACH, BRANDING AND TRUST: THE REASON WHY MORE AND MORE BRANDS THAT ORIGINALLY PREFERRED SOCIAL NETWORKS ARE ADVERTISING ON TV

3. 8. 2025 | 4 min read More and more brands that have been primarily in the digital world are now advertising on TV. In doing so, they are not only reaching new target groups, but also investing in brand building, which is a real driver of growth. These include Kapten & Son, Duolingo and Snocks.

PARENTS PRIORITIZE VALUE, CONVENIENCE DURING BACK-TO-SCHOOL SHOPPING

2. 8. 2025 | 4 min read As parents prepare their kids for the new school year, they’re tightening budgets, reusing last year’s supplies, and looking for ways to efficiently check off their lists.

STUDY USA: BLIND BOXES ARE EFFECTIVE FOR GETTING PEOPLE TO BUY STUFF, FINDS STUDY

31. 7. 2025 | 2 min read People looking for hard-to-find Labubu dolls will be familiar with blind boxes – when it’s unclear which doll you’ll get – and now there’s scientific research to prove that combining this mystery with perceived scarcity can be effective in motivating people to buy.

PEOPLE LOSING TRUST IN SOCIAL MEDIA AS DISINFORMATION SPREADS

30. 7. 2025 | 2 min read The trust gap between legacy media and social media is growing, as disinformation, fake news, and a lack of regulation knocks people’s confidence in creator-led content, research finds.

NIELSEN: AD-SUPPORTED CONTENT REPRESENTED NEARLY 74% OF ALL HOUSEHOLD TV VIEWING IN FIRST SIX MONTHS OF 2025

29. 7. 2025 | 2 min read Ad-supported content across legacy television and streaming platforms watched on household TVs accounted for almost 74% of a TV viewing in the first six months of the year, according to new data from Nielsen.

MARKETING TO GEN ALPHA: HOW BRANDS CAN WIN OVER THE NEXT GENERATION

29. 7. 2025 | 7 min read The cohort represents a major opportunity for advertisers, keying them into future trends in areas like gaming, according to research from Horizon Media.

GOLDBACH ADVANCED TV STUDY: CTV ADS PROVE INCREASINGLY EFFECTIVE

28. 7. 2025 | 5 min read The Goldbach Group, Goldbach Austria, and Goldvertise Media released their eighth Advanced TV study for the DACH region in January 2025. The results once again confirmed the dominance of streaming and the growing use of connected TV. The increasing acceptance and perception of advertising in this medium is particularly noteworthy.

STUDY: TV ADS ARE TOP INFLUENCER OF OLDER ADULTS BUYING RETIREMENT HOMES

27. 7. 2025 | 2 min read Television advertising remains an effective means to market and influence younger baby boomer and Generation X consumers approaching retirement age, according to the findings of a study from the Television Advertising Bureau (TVB). 80% of baby boomers and Gen Xers are reached by TV ads; 94% took some action.

STUDY: 33% OF US INTERNET HOUSEHOLDS SUBSCRIBE TO A DIRECT-TO-CONSUMER SPORTS STREAMING SERVICE

26. 7. 2025 | 3 min read D2C sports service viewers are the heaviest spenders on streaming video services shelling out an average of $111 per month on all streaming subscriptions according to Parks Associates.

STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

22. 7. 2025 | 3 min read Marketers risk significant blind spots if they use their intuition to judge their branding, but working as a group and deploying consumer research offers a way forward, according to new research from the Ehrenberg-Bass Institute.

ADS GRABBING AND SUSTAINING ATTENTION ARE THE KEY TO BUSINESS SUCCESS

20. 7. 2025 | 6 min read Consumer attention matters more than ever. People are bombarded with thousands of ads and messages daily—and most get ignored. In a world of endless distractions, advertisers’ ability to grab and sustain attention is the key to driving real brand impact. Interesting insights in this regard came from the 2025 Uber Advertising Attention study, which focused on the ability of ads within the Uber app to capture attention.

HOW ONE VIDEO GAME TOOK ON CULTURE TO TURN LOSS INTO BRAND LOVE

17. 7. 2025 | 4 min read When Clash of Clans – a mobile video game made by Supercell that reportedly has up to 150 million monthly users – lost relevance and some love, the marketing team took creative risks to stage a brand comeback, revealing their secrets at the Cannes Lions Festival.

HBBTV ENABLES SECURE CONTENT DELIVERY WITH NEW DRM SPECIFICATION

16. 7. 2025 | 2 min read The HbbTV Association has announced a new specification for the integration of Digital Rights Management (DRM) in HbbTV implementations and services.

TOTAL TV: THE DIVIDE BETWEEN STREAMING AND LINEAR TV NO LONGER MAKES SENSE—IT’S TIME TO SMASH THE BARRIERS

15. 7. 2025 | 8 min read For several years now, it has been said that the divide between linear and streamed television makes no sense from the viewer’s perspective. After all, when people sit down to watch TV, they don’t think about whether it’s time for linear programming or streaming. They are just watching TV. This issue—along with the inefficiencies of current advertising models and a potential solution in the form of Total TV—was explored in depth in this year’s report by the media analytics company TVREV.

SURVEY: MORE VIEWERS TURN TO STREAMING FOR SPORTS

13. 7. 2025 | 3 min read The latest wave from Hub’s sports tracker shows that in just one year, streaming platforms have made great strides toward becoming the “home base” for sports.

HOW AUTHENTIC PRODUCT PLACEMENT CAPTURES THE STREAMING GENERATION

9. 7. 2025 | 7 min read For many brands, traditional paid media no longer guarantees the results that it used to. Linear TV programming can rack up six-figure invoices, even for start-ups or smaller brands, and more and more consumers are actively avoiding ads on streaming services, no matter the cost.

PRODUCT PLACEMENT CAN TRULY BOOST THE BRAND

1. 7. 2025 | 4 min read Broadcasters and marketers are offering more and more opportunities for creative brand integration into their formats. This brings a range of benefits for all parties involved, as shown by the research.

WHY A BRAND’S CSR REPUTATION SHOULD DETERMINE ITS USE OF AI

30. 6. 2025 | 4 min read Researchers test the extent to which a brand’s reputation for social good balances out the negative associations of using AI-generated ads