STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES

15. 1. 2025 | 4 min read Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact.

TRENDS IN SPORTS SPONSORSHIP

13. 1. 2025 | 3 min read The growing influence of artificial intelligence, the increased visibility of Olympic partners or Nike's aggressive journey back to relevance. These are some of the trends that are expected to be evident in global sports sponsorship in 2025.

STUDY USA: STREAMING VIEWERS MORE ACCEPTING OF TV ADS

12. 1. 2025 | 4 min read Annual survey finds two-thirds of viewers find advertising more tolerable than in on-demand programming.

WHY FMCG BRANDS LOOK TO TV

11. 1. 2025 | 2 min read Linear TV remains the bedrock of most FMCG media plans, accounting for an average 56% of spending compared to 35% across other sectors, according to a Thinkbox study. Background Earlier 2024, Profit Ability 2: the new business case for advertising, commissioned by TV industry body Thinkbox, analysed the profit generated by advertising at different stages as its effects build over time: immediate (within one week); short-term payback (up to 13 weeks); sustained payback (week 14 through to 24 months); and full payback (0-24 months). Six sectors were considered, including FMCG. Key stats

NEWS ORGANISATIONS FEAR A DROP IN REFERRALS, THREATENING A KEY SOURCE OF TRUST FOR BRANDS

10. 1. 2025 | 3 min read Leaders at news organisations are worrying about a drop in referrals from search in the coming year, as social media platforms turn away from news and AI-generated summaries become a mainstream part of search, according to new data from the Reuters Institute at the University of Oxford – for marketers, an internet without news is a complicated place.

MARKETERS PLAN TO INVEST MORE IN BRAND AMBASSADORS IN 2025

4. 1. 2025 | 2 min read Nearly three-quarters of US and UK marketers (73%) are planning to increase their investment in brand ambassadors next year, according to new research.

WHAT’S NEXT FOR CTV ADVERTISING: COMSCORE’S STATE OF PROGRAMMING 2025 SURVEY

3. 1. 2025 | 5 min read Comscore's State of Programmatic 2025 report offers survey-based data that reveals where ad budgets will be going in 2025 (think CTV), how quickly marketers will move to cookie-free advertising (48% of ads will be cookie-free by the end of 2025), and what CTV ads do well (branding) and not so well (performance). It's free to download and well worth loading and digesting. The steep rise of CTV One of the most striking findings of the report is the rapid growth of CTV advertising. The average budget allocated to CTV is projected to double from 14% in 2023 to 28% in 2025, with marketers shifting resources from linear TV and web and mobile digital advertising to take advantage of this growing channel. This trend is being fuelled by the growing popularity of streaming services and a decline in traditional TV viewership as consumers cut cable TV and embrace digital content consumption.

SCREENVOICE TOP 10 INTERNATIONAL CHRISTMAS CAMPAIGNS 2024

27. 12. 2024 | 9 min read The year 2024 is coming to an end, and the tsunami of Christmas ads that have been flooding viewers since the autumn season is slowly subsiding. Which international TV spots have been the most successful, and what have global brands decided to take on this year to capture attention? Here is ScreenVoice’s selection of the best foreign spots.

TALKING TV TO THE RIGHT PEOPLE

19. 12. 2024 | 2 min read Despite the frequent obituaries of linear TV, research consistently demonstrates its effectiveness – and financial analysts ought to be asking questions based on those findings, suggests Haleon’s head of global media.

INCREASING THE PERFORMANCE OF TV ADVERTISING WITH QR CODES

11. 12. 2024 | 13 min read QR codes were invented in the 1990s. Their original purpose was to track vehicles during production. They were better than a traditional barcode because they could store a huge amount of information in a small area and were easy to scan.

NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT

8. 12. 2024 | 3 min read Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found.

GEN Z DO WATCH TV — IT’S PLANNERS WHO ARE GETTING IT WRONG

7. 12. 2024 | 6 min read The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content. It is time the media industry admitted it. Gen Z have never really fallen for broadcast TV. And yet they love TV.

CHRISTMAS WITH A NEW LOGO? “SNOOPIFIED” PUBLICIS GROUPE WISHES YOU ALL THE BEST

4. 12. 2024 | 1 min read In the group's traditional New Year's card, Snoop Dogg congratulates the "Publicizzles" Groupe on being the "top dog" among communications holdings.

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

3. 12. 2024 | 2 min read More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades.

EUROPEAN VIDEO SUBSCRIPTIONS ENTERING ‘STABLE MARKET PHASE’

30. 11. 2024 | 2 min read The European video subscription market is heading for a period of fewer growth opportunities, according to consultancy Oliver Wyman.

SEASONAL ADVERTISING VS EVERYDAY ADVERTISING

29. 11. 2024 | 12 min read Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock in Santa’s sleigh?

GLOBAL ADVERTISING SPEND TO PASS $1 TRILLION FOR THE FIRST TIME THIS YEAR

26. 11. 2024 | 2 min read Global advertising spend is on course to grow 10.7% this year to a total of $1.08trn, with online media leading the charge – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded - the new forecast represents a 0.2 percentage point (pp) upgrade on WARC’s last global forecast in August.

RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT

25. 11. 2024 | 3 min read The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase.