WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

30. 10. 2022 | 2 min read As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others.

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

28. 10. 2022 | 1 min read This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study - a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the study (conducted in 2016) uncovered a chasm between the media consumption habits of the UK public and media professionals. We commissioned Ipsos to see whether this has changed.

CREATING MEMORABLE CHARACTERS IN ADVERTISING

25. 10. 2022 | 6 min read How character fluent devices support long-term brand building?

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022 | 14 min read The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video.

HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS

19. 10. 2022 | 4 min read As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

EUROPEAN MARKETERS EXPECTED TO INCREASE ADS IN ADVANCED TV NEXT YEAR

19. 10. 2022 | 2 min read Marketers are cautious but increasingly enthusiastic about investing in Advanced TV next year, according to a survey of 500 marketers and influencers in five European countries: UK, France, Germany, Italy, and Spain. The survey was made in July by consultancy CoLab Media for video advertising technology firm FreeWheel. Key takeaways:

STUDY: TV ADS TWICE AS MEMORABLE AS MOBILE ADS

17. 10. 2022 | 4 min read Comcast Advertising has released a report titled TV Makes Memories highlighting how ads in the television environment have a unique ability to drive memories – suggesting this is due to three factors of engagement that are important for branding outcomes: attention, connection and repetition.

ADVERTISING FAILS THE AGE TEST

14. 10. 2022 | 2 min read Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But this group accounts for nearly one-third of the UK population; for 65% of TV impressions and 60% of the UK’s wealth, a recalibration of target audiences may be in order.

CHASM BETWEEN INDUSTRY’S VIEW OF MEDIA HABITS AND REALITY SHRINKING, STUDY FINDS

12. 10. 2022 | 9 min read While the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation.

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 | 4 min read 4 strategies that can improve brand relationships and increase ROI

BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING

10. 10. 2022 | 5 min read When the internet started entering large numbers of American homes in the mid-1990s, predictions of the inevitable demise of television began almost immediately. By 2010, when the US pay TV industry recorded its first ever decline in subscribers, those pronouncements became more dire than ever. But time and data have repeatedly shown us that reports of TV’s death have been greatly exaggerated.

GLOBAL AD TRENDS: GEN Z SPENDS MORE THAN TWO THIRDS OF MEDIA TIME ONLINE

9. 10. 2022 | 2 min read A new analysis by WARC has found that Generation Z (16-24-year olds) spends more time online than any other group with 67.7% of their media time spent online – though social is incredibly important, the new report identifies an extremely valuable opportunity in audio. Why it matters While age isn’t the only factor determining consumer behaviour, WARC’s analysis indicates that the year somebody was born remains a useful indicator of their channel and platform preferences.

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

6. 10. 2022 | 5 min read How to make TV’s cross-platform incremental reach work for your brand?

COMBINED CTV VIDEO AD BUYING WITH LINEAR NOW ‘ALMOST UNIVERSAL’

6. 10. 2022 | 2 min read Combining CTV/over-the-top (OTT) video ad buys with either linear TV campaigns or digital video campaigns is almost universal, according to research by ad software vendor PubMatic.

REPORT: CTV GROWTH SEES IT ACHIEVE SERIOUS REACH AS SPEND GROWS

30. 9. 2022 | 2 min read With some of the biggest advertising stories this year involving major streamers introducing advertising, a new report puts numbers behind that optimism. Why it matters Connected TV is going mainstream – and this report indicates a much larger reach than we last reported.

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 | 6 min read With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022 | 2 min read Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video.

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

26. 9. 2022 | 5 min read How to make TV’s cross-platform incremental reach work for your brand?