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.

ADVERTISING’S ROLE IN THE VIEWERSHIP BATTLE.

31. 1. 2023 | 2 min read The world embraced streaming during the pandemic, but as life starts returning to normal, subscription growth rates are slowing.

ABOUT THREE-QUARTERS OF PEOPLE WHO PLAN TO WATCH THE SUPER BOWL SAID THEY’RE EXCITED FOR THE ADS, RESEARCH SAYS

30. 1. 2023 | 3 min read A survey of 1,050 US adults recently conducted by Marketing Brew and Harris Poll suggests that viewership could be on track to continue an upward trajectory (last year, the game drew an average of 112 million viewers, a five-year high). What’s more, it found that potential viewers are almost as excited for the ads as they are for the game itself.

WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING

27. 1. 2023 | 7 min read Channel 4's Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is, I don't know which half. John Wanamaker

4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023

25. 1. 2023 | 4 min read Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year.

WITH THE RISE OF TIKTOK, TV ADVERTISING WILL GET A BOOST

25. 1. 2023 | 4 min read Since TikTok’s US launch in 2018, it has experienced explosive growth and increasing influence. And TikTok’s claim to fame isn’t just viral dance trends; the platform is impacting consumer buying patterns and advertising strategies.

MARKETING IN A RECESSION – HOW COMS CAN MANAGE SPENDING WITHOUT HARMING THE BRAND

24. 1. 2023 | 5 min read Whether or not we’re in a recession, many B2B marketers are acting like we are. Budget and staff reductions are in the headlines daily, particularly for tech companies. Seeing shades of 2008, CMOs are hunkering down, trying to do more with less.

SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS

23. 1. 2023 | 3 min read From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges.

THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022

20. 1. 2023 | 3 min read The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon's 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The final point is that this is definitely not a good idea. The ad was handled by creative agency Lucky Generals and media agency IPG - Rufus.

ASMR VIDEO CAN INCREASE BRAND AWARENESS

19. 1. 2023 | 4 min read ASMR video as part of an advertising campaign is proving to be a good way to increase brand awareness.

TV VIEWING SHRINKS AMONG GEN Z

10. 1. 2023 | 4 min read Those aged 13-24 spend only 17% of their time watching TV shows highlighting what the Hub calls an existential change in the entertainment ecosystem

TV ADS STILL DRIVE PURCHASES, US CONSUMERS SAY

9. 1. 2023 | 3 min read Advertising decision-makers may be pessimistic about TV ad budgets this year, but this channel still delivers, at least according to consumers. Based on US respondents from a MARCO global survey of 14,200 consumers, the report finds that ads on TV influence product or brand decisions more than other ad types.

THE GLOBAL TV GROUP GUIDELINE: LESSONS FOR ADVERTISING IN A RECESSION

5. 1. 2023 | 1 min read Around the world there is no escaping the talk of a looming recession, and marketers everywhere are facing pressures to reduce advertising costs. However, research consistently shows – and experts continue to advise – that cutting ad spend comes at a high cost to brand health and long term business results.

MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER

4. 1. 2023 | 3 min read One of the most comprehensive studies on recessions shows that only 9 percent of companies emerge from a recession in better shape than they entered it. What does this mean for marketers, and how should they behave during a recession to get their company out of it in the best shape possible? Mark Ritson, professor of marketing, and Jon Evans, Chief Customer Officer of System1, talked about this during the "Ritson on recession" webinar.

PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS

4. 1. 2023 | 2 min read Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year.

RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

3. 1. 2023 | 6 min read Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one.

TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS

2. 1. 2023 | 6 min read New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.

KIM PORTRATE ON CREATIVITY IN 2023

1. 1. 2023 | 4 min read If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter.