PREDICTION: ADDRESSABLE TV ADVERTISING IS SET FOR RAPID GROWTH

14. 7. 2023 | 2 min read The addressable tv advertising market is set for rapid growth, according to a new report. Its volume is expected to increase from the current usd 56 billion to usd 87 billion in 2027.

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

14. 7. 2023 | 8 min read German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad. The study came to a clear conclusion: there are large differences in the perception of advertising during different phases of the day, which offers advertisers and media agencies the chance to optimally design and plan ads using appropriate creative elements and thus achieve a higher impact and memorability with tv viewers.

BRANDS NEED TO MARRY HUMOUR AND PURPOSE

11. 7. 2023 | 3 min read System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose.

NIELSEN: STREAMING OFFERS 7X MORE LGBTQ+ INCLUSIVE PROGRAMMING THAN LINEAR TV

7. 7. 2023 | 3 min read Marketers “continue to miss opportunities to build connections with gender diverse and LGBTQ+ audiences,” new Nielsen report finds

CALL FOR SPEAKERS FOR 11TH HBBTV SYMPOSIUM

3. 7. 2023 | 2 min read The HbbTV Association has issued a call for speakers ahead of the 11th HbbTV Symposium and Awards on November 28-29, 2023 in Naples, Italy.

LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

2. 7. 2023 | 3 min read Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked.

EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

30. 6. 2023 | 7 min read Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising?

STUDY USA: STREAMING TV VIEWING VIA MOBILE CASTING RISES AS MEDIA PLAYERS, GAMING BOXES DECLINE

29. 6. 2023 | 2 min read Streaming TV viewing via mobile devices - through "casting" on TV sets - continues to grow, as the viewing of OTT content on older TV-based technology devices sinks, including streaming media players, legacy pay TV, and gaming boxes, partly due to the habits of 18-34 viewers, according to a new study by Aluma Insights.

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

29. 6. 2023 | 5 min read Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great.

LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS

26. 6. 2023 | 3 min read Just 3% of more than 400 ads from 2022 had LGBTQ+ representation.

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.