GEN Z DEMANDS MARKETING THAT REFLECTS DIVERSITY AND INCLUSION: STUDY

25. 6. 2023 | 2 min read If you are struggling to engage Gen Z, you should keep one thing in mind: That 50% believe gender is non-binary and that they expect marketing to show sensitivity to that issue, judging by a study from SeeHer, conducted by Horowitz Research.

HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

24. 6. 2023 | 3 min read Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found.

WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

23. 6. 2023 | 7 min read Louder, busier commercials are the new norm. And they seem to be working.

WHAT TO DO WHEN YOU HAVE NO BUDGET

22. 6. 2023 | 6 min read Achieving big things on a small budget is possible. Here are four things to consider.

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 | 9 min read Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level.

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

21. 6. 2023 | 3 min read Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still "by some way" the main lever at a marketers' disposal, during a recent talk at Thinkbox, the marketing body for commercial TV in the UK.

STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH

21. 6. 2023 | 4 min read But some groups like Hispanics remain dramatically underrepresented in the top 50 TV shows, according to Samba TV.

HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?

20. 6. 2023 | 9 min read ChatGPT and its cousins took the world by storm this year, introducing the world to the wonders of generative AI and large language models.

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 | 4 min read The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.

MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

19. 6. 2023 | 2 min read Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times.

BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

14. 6. 2023 | 1 min read Apple is the world's most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar.

TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

13. 6. 2023 | 5 min read Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform.

GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

12. 6. 2023 | 2 min read At the end of last week, Thinkbox unveiled the results of an investigation by Laurence Green, one of the UK's most respected advertising strategists and creative leaders. He conducted a total of 34 in-depth interviews with agency and client executives. The interviews took place in April and May this year and involved companies such as adam&eveDDB, AMV BBDO, Boots, Channel 4, Creature, Havas Creative, ITV, Leo Burnett, Lloyds Banking Group, McDonald's, Mother, Publicis Groupe, Saatchi&Saatchi, Sainsburys, VCCP and others. Respondents included Sir John Hegarty, co-founder and creative director of The Garage, and Tim Lindsay, chairman of D&AD.

GWI STUDY: GLOBAL MEDIA LANDSCAPE

9. 6. 2023 | 2 min read GWI has unveiled its new report on global media consumption.

NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023

9. 6. 2023 | 2 min read A Peacock ad starring Kevin Hart also made the cut, as did a star-studded spot for Bulgari featuring Zendaya and Anne Hathaway. What makes for a successful commercial on YouTube? It helps to be a streaming service.

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

5. 6. 2023 | 2 min read 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.

THE MARKETING PSYCHOLOGY BEHIND CELEBRITY ENDORSEMENTS

5. 6. 2023 | 6 min read Celebrity endorsements sell products, even when the star outshines the brand. In a new study, Wharton experts use neuroscience to understand consumer decision-making.

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 | 8 min read 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.