BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

17. 10. 2025 Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING

16. 10. 2025 Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. In a conversation with EMARKETER, Joshua Blum, director of research and analytics at BrightLine, described how interactivity is becoming the norm for CTV ads, and addressed lingering advertiser misconceptions. Blum highlighted that interactivity is… Continue reading INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING

STUDY: MANY NEW STREAMING SUBS DROP THE SERVICE AFTER NFL ENDS

15. 10. 2025 A new report from Samsung Ads provides some disturbing data for streaming services that have been spending massive amounts of money on their NFL and sports rights. The Samsung Ads’ Quarterly State of CTV Report found that while the number of new users to three apps that streamed live NFL football games grew by 28%… Continue reading STUDY: MANY NEW STREAMING SUBS DROP THE SERVICE AFTER NFL ENDS

WHY PAY ATTENTION TO ANOTHER ATTENTION STUDY?

10. 10. 2025 Because this study proves the link between high attention media and advertising effectiveness, writes Newsworks’ Heather Dansie. Newsworks’ attention research not only charts the swing away from high-attention media in recent years in favour of shiny new platforms but offers a few simple solutions to boost any campaign’s effectiveness. I, like many others, wanted to… Continue reading WHY PAY ATTENTION TO ANOTHER ATTENTION STUDY?

HOW MOVIES INCREASINGLY DRIVE STREAMING REVENUE

10. 10. 2025 A Parrot Analytics study of thousands of titles across Amazon Prime Video, Disney+, Netflix, and Max finds that movies deliver disproportionately high engagement relative to the volume of content hours they represent. For years, the narrative has been that movies, in contrast to TV series, were in decline — casualties of a once-in-a-century pandemic that… Continue reading HOW MOVIES INCREASINGLY DRIVE STREAMING REVENUE

CONSUMERS PLAN TO SHOP — AND CELEBRATE HOLIDAYS — DESPITE ECONOMIC GLOOM

8. 10. 2025 Even with tariffs, inflation fatigue, and nonstop economic anxiety, Americans are still determined to make this a merry holiday season. ICSC, formerly the International Council of Shopping Centers, forecasts retail sales will climb 3.5% to 4% from October through December, pushing total spending past $1.7 trillion. According to ICSC’s 2025 Holiday Shopping Intentions Survey, 91%… Continue reading CONSUMERS PLAN TO SHOP — AND CELEBRATE HOLIDAYS — DESPITE ECONOMIC GLOOM

BUNDLES DRIVE STREAMING GROWTH, BUT PRICE HIKES RISK MASSIVE CANCELLATIONS, STUDY WARNS

8. 10. 2025 Nearly half of all streaming users in Germany now subscribe via bundles combining several services or including TV options – and this model is proving to be a powerful loyalty driver. According to a new study by consultancy Simon-Kucher, 41% of streaming subscribers use so-called “superbundles”. These reduce the likelihood of cancellations and boost long-term… Continue reading BUNDLES DRIVE STREAMING GROWTH, BUT PRICE HIKES RISK MASSIVE CANCELLATIONS, STUDY WARNS

TV’S AD REACH CONSOLIDATES, AS SPEND AND AD MINUTES GROW

8. 10. 2025 Initial Q3 TV advertising data from iSpot reveals a landscape that’s steadying while consolidating itself around top networks and programming. Over the course of Q3 2025, est. national linear TV ad reach grew by 4.2% year-over-year, to $8.77 billion and ad minutes climbed as well, up 2.4% to 5.3 million. Interestingly, however: Household TV ad… Continue reading TV’S AD REACH CONSOLIDATES, AS SPEND AND AD MINUTES GROW

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

7. 10. 2025 Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab. The research gets at a tension in modern marketing: efficiency – typically measured using ROI – versus a longer term investment in brand… Continue reading MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

HOW ABSOLUT VODKA IS REDEFINING WHAT CHATGPT SAYS ABOUT THE BRAND

7. 10. 2025 When Absolut Vodka wanted to understand how consumers were using ChatGPT to search for mixology recommendations, it found that nearly 70% of the answers it gave never mentioned a brand at all – a huge opportunity to own this space, craft brand narratives, and leverage sources like Reddit. That’s according to Mathilde Guinaudeau, managing director… Continue reading HOW ABSOLUT VODKA IS REDEFINING WHAT CHATGPT SAYS ABOUT THE BRAND

STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET

7. 10. 2025 Research from Dish Media argues that advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies. As Advertising Week 2025 gets underway, Dish Media has released research that argues advertisers are missing millions of consumers by underutilizing addressable TV in their media strategies. The study, which was done in partnership with… Continue reading STUDY: ADDRESSABLE TV UNLOCKS GROWTH IN A FRAGMENTED MARKET

THE UNLIKELY RETAILERS WINNING HALLOWEEN

7. 10. 2025 Consumers are expecting higher prices this year, but that’s not deterring them from spending on the holiday. As ghosts and ghouls make their return, tariffs may cause the biggest fright to consumers this Halloween. “Consumers are weighed down by a fair amount of uncertainty when it comes to what’s going on with the economy, and… Continue reading THE UNLIKELY RETAILERS WINNING HALLOWEEN

HBBTV UNVEILS JURY FOR HBBTV AWARDS 2025

6. 10. 2025 The HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services through broadcast and broadband networks for connected TV sets and set-top boxes, is pleased to announce that the jury has been appointed for the HbbTV Awards 2025. The jury members are: Ophélie Boucaud, Dataxis William Cooper,… Continue reading HBBTV UNVEILS JURY FOR HBBTV AWARDS 2025

FEWER ONLINE ADS ARE GOOD FOR EVERYONE, SAYS THE GUARDIAN

6. 10. 2025 Publishers can build reader trust and satisfaction for themselves and favourability for brands if they show fewer online ads, according to the Guardian. Research by the news brand highlights the adverse impact of a high-ad environment and the benefits of a low-ad environment, leading the title to espouse a less-is-more approach. Fewer ads, more effective… Continue reading FEWER ONLINE ADS ARE GOOD FOR EVERYONE, SAYS THE GUARDIAN

TIVO VIDEO TRENDS REPORT: VIEWERS WATCHING MORE LOCAL CONTENT

2. 10. 2025 Consumer spending on video content grew year-over-year in the second quarter according to report. Viewers are increasing their consumption of local TV content according to TiVo’s latest report on video trends. The results of TiVo’s Q2 2025 Video Trends Report show that the importance of local content has increased over the past year, with 61%… Continue reading TIVO VIDEO TRENDS REPORT: VIEWERS WATCHING MORE LOCAL CONTENT

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 10. 2025 The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. What’s happening “We have seen a shift in client openness to fully AI-developed campaigns,” Christian Pierre, global chief intelligence officer, Gut, told Digiday, as he… Continue reading GEN AI CREATIVE FINDS GROWING ACCEPTANCE

CONTENT-BASED ‘CONTEXTUAL’ ADS SCORE LOW VS. AUDIENCE TARGETING: SURVEY

1. 10. 2025 Content-based “contextual” advertising continues to essentially get a thumbs down from brands — especially when it comes to media buys on connected TV (CTV) platforms, according to a recent Gracenote survey. “Marketers, brands, agencies have evolved their thinking about CTV as a paid media channel — but have not evolved their strategies accordingly,” according to… Continue reading CONTENT-BASED ‘CONTEXTUAL’ ADS SCORE LOW VS. AUDIENCE TARGETING: SURVEY

EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL

26. 9. 2025 At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and… Continue reading EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL