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!

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.