AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

3. 11. 2023 | 4 min read Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead.

USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

3. 11. 2023 | 3 min read The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper.

UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF

2. 11. 2023 | 2 min read Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows.

DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

28. 10. 2023 | 4 min read The latest EMEA Spotlight, 'Drivers of brand growth', celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen?

STUDY USA: LIVE TV REMAINS THE TOP LAUNCH POINT FOR VIEWERS BUT ONLY BARELY BEATS SVOD

25. 10. 2023 | 3 min read Consumers are most loyal to the sources they go to first, and SVODs and smart TV apps are showing rapid gains as the default launching point, according to a new Hub study.

HBBTV SYMPOSIUM 2023 TO FOCUS ON TARGETED ADVERTISING, DVB-I AND INNOVATIONS

24. 10. 2023 | 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 unveil the conference programme of the HbbTV Symposium and Awards 2023. The annual key summit of the connected TV industry will take place on November 28-29 in Naples, co-hosted with Italian digital TV association Comunicare Digitale.

SURVEY RANKS TOP SPORTS AMONG TV VIEWERS

13. 10. 2023 | 2 min read The NFL tops the rankings; volleyball, WBA are at the bottom of the top 20, according to a Reviews.org survey.

MARKETERS FEEL CONFIDENT ON AI

10. 10. 2023 | 2 min read Three-quarters (73%) of marketers globally feel confident about using AI tools, according to new research* from LinkedIn, and a similar proportion (74%) anticipate that the tech will significantly change the way they work in the next year. Key findings

IPSOS STUDY: TRUST IN TRADITIONAL MEDIA CONTINUES – TELEVISION IS THE MAIN SOURCE OF INFORMATION IN AUSTRIA

7. 10. 2023 | 2 min read UNESCO, in cooperation with Ipsos, recently published a groundbreaking study looking at the sources of misinformation in countries where elections will be held next year. The results of the study offer a fascinating insight into the media landscape, particularly in Austria.

HBBTV UNVEILS JURY FOR HBBTV AWARDS 2023

4. 10. 2023 | 4 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 2023. The jury members are:

MARKETERS ARE ‘ENERGISED’ BY FUTURE POSSIBILITIES

27. 9. 2023 | 2 min read After a few years when marketers were understandably focused on the present – addressing the multiple issues thrown up by the pandemic and its aftermath – new research indicates that they are now looking to the future and are “energised by its possibilities”.

STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

26. 9. 2023 | 6 min read New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud.

SURVEY: U.S. CONSUMERS WANT FEWER DEVICES BUT MORE TECH INNOVATION

26. 9. 2023 | 6 min read Two fifths (41%) dislike managing their devices, while 28% say managing tech devices and subscriptions is “overwhelming,” according to Deloitte.

QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

25. 9. 2023 | 11 min read Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content.

NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION

25. 9. 2023 | 7 min read Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it's unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.

TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

22. 9. 2023 | 5 min read TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023.

HOW TO IMPROVE ADVERTISING PAYBACK

21. 9. 2023 | 2 min read Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability.

STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING

21. 9. 2023 | 3 min read Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced.