HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 | 5 min read We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 | 5 min read Storytelling on television has been a key aspect of entertaining and engaging audiences for decades.

THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

21. 2. 2023 | 4 min read Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia.

STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT

20. 2. 2023 | 7 min read Video advertising in North America is more ‘pale and male’ than it has been since 2019, according to new analysis of 1m ads by global media delivery platform Extreme Reach. Melinda McLaughlin, the company’s CMO, shares how the analysis was done, what it means, and what happens next.

TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

18. 2. 2023 | 5 min read Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer.

HOW TO MARKET FOR THE HOLIDAYS

17. 2. 2023 | 4 min read Whether it is Valentine's Day, Christmas, Ramadan or even Single's Day, the holidays continue to be a time of big spending, and as such, a period of ambitious advertising. But amid growing economic uncertainty and shocking shifts in consumer behavior, the advertising industry can't just return to business as usual. No, marketers, it's time to be smarter about how you approach your upcoming holiday ad blitz.

HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?

15. 2. 2023 | 11 min read Remember when the conventional wisdom was that the future of television was ad-free, that subscription alone would suffice and that The People just wanted to binge. That was so 2021. The last two years have seen a rapid rise in ad-supported TV. Everything from the FASTs to ad-supported versions of all nine major SVOD services. Consumers don’t seem to mind it either, which is the real surprise. In fact, many seem to prefer it.

SUPER BOWL HAS ONCE AGAIN RULED WITH ITS ADVERTISING

12. 2. 2023 | 4 min read Once again, brands didn’t skimp on spots for the year’s advertising show. Check out a selection of the best. The Super Bowl is perhaps the one TV event to which, in the eyes of viewers, commercials simply belong. Brand have a chance to reach not only the more than 100 million viewers who watch the broadcast on TV, but also people around the world who watch the best commercials even after the NFL finals. For this reason, sponsors do not hesitate to dig deep into their pockets. The 30-second space alone was sold by Fox for around seven million dollars. But they don't skimp on the creativity with which they try to stand out either. What are they betting on? MOVIES RETURN Frito-Lay's (PepsiCo) PopCorners chips made the return of Breaking Bad in its premiere during the Super Bowl. In the spot, the original starring cast members offer "their creation" so faithfully that one feels one could develop an addiction to the snack. The directorial baton, held by Vince Gilligan, the show's creator, also plays a part.

11TH HBBTV SYMPOSIUM AND AWARDS 2023 IN NAPLES

10. 2. 2023 | 1 min read The 11th HbbTV Symposium and Awards, which takes place on November 29-30, 2023 in Naples, Italy, will provide a unique platform to discuss all relevant topics in the HbbTV universe with high-level industry executives and experts.

5 TRENDS TO WATCH AT THE 2023 SUPER BOWL

9. 2. 2023 | 4 min read Beer, betting and big brands—top trends to watch that could define Super Bowl LVII.

SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS

8. 2. 2023 | 4 min read Bad news for Rihanna: Her halftime show in Sunday’s Super Bowl is only the third-most anticipated part of the festivities.

TV BECOMES INCREASINGLY RELEVANT AS GEN Z VIEWERS MATURE

8. 2. 2023 | 3 min read Age demographic differences in the TV market are nothing new but a study from Horowitz Research, tracking the media lifestyles of Gen Z, has uncovered notable differences in a single group, that is the media lifestyles of 18-24 year-old Gen Zers compared with younger counterparts.

WHAT’S THE MOST EFFECTIVE IN-STREAM AD FORMAT?

5. 2. 2023 | 3 min read Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads. That is the question. The brazilian researchers wanted to know what was the most effective form of in-stream video advertising.

THE ECONOMIC CRISIS HAS NOT AFFECTED SUPER BOWL ADVERTISING

3. 2. 2023 | 5 min read The SUPER BOWL, the final playoff game of the national football league, is approaching together with the advertising event of the year. Tough economic times seem to have no effect on the big game.

A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY

2. 2. 2023 | 23 min read Some headlines would have you believe that OpenAI’s ChatGPT can do anything – copywriter Alex Hamilton used the tool to come up with a new brand idea and a launch spot: this is what he (and it) came up with.

ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY

2. 2. 2023 | 2 min read The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment.

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 | 19 min read Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.

WHY TO INVEST IN VALENTINE ADVERTISING IN 2023

1. 2. 2023 | 3 min read The winter holiday season is often when most of the yearly sales happen. And once it’s over, no matter how much effort you put into getting back on track, you may still feel stuck in the unknown. However, you might not realize that another big opportunity is just around the corner. It’s Valentine’s day!