DEMYSTIFYING CTV IN THE UK

5. 7. 2022 | 7 min read Thinkbox’s Matt Hill examines the world of CTV and explores why the UK is a hard market to crack.

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022 | 4 min read Here's a roundup of the spots that won the Cannes Lions' Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare results equally, for example, no matter how differently their bodies burn calories. This encouraged people to be competitive and motivated, as well as accessing services on the Nike+ platform, which was free to users of the wristband.

USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT

27. 6. 2022 | 2 min read Advertising that embraces diversity and representation leads to a greater likelihood of product recommendation and purchase, according to a new survey of consumers in the US and UK. Why it matters Diversity and inclusion is an issue of profound ethical importance, and must be treated as such by advertisers. As an additional benefit, good moral practice also seemingly translates into tangible business results. Findings from the study Matterkind, the activation intelligence provider owned by holding company IPG, surveyed 3,000 consumers in the US and 1,000 people in the UK. It found:

TV ADVERTISING IS THE MOST TRUSTED BY VIEWERS

18. 6. 2022 | 6 min read The latest Screenforce study was presented as Screenforce Day (24 May 2022). This year it focused on the on the trustworthiness of different moving image channels.

IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

17. 6. 2022 | 5 min read As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need it Now, Have it Now’ world. From Getir delivering groceries in just minutes, to on-demand manicures in the home with a click, the list is endless. And broadcasters also understand that we struggle to wait or limit our exposure - which is why between them, Channel 4, ITV, Sky, and the BBC now host hundreds upon hundreds of box sets ready to stream. But instant novelty doesn’t always work for everyone Indeed, inspired by TV and cinema, an increasing number of brands find themselves commissioning film-quality episodic branded content as part of their marketing activity. This mode of content has now become the norm, particularly when you look at the alcohol category, such as Stella, Fosters and Estrella.

TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

16. 6. 2022 | 5 min read The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.

REPORT USA: THE OPTIMAL TV/STREAMING AD BALANCE

10. 6. 2022 | 3 min read The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser, recommends that advertisers allocate 20 per cent to 30 per cent of their premium video budget towards streaming, and the rest to traditional TV.

BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS

9. 6. 2022 | 3 min read According to the head of the Ehrenberg-Bass Institute, brands complicate their situation when they can't draw on their own data and base marketing on impressions.

STUDY USA: NEARLY HALF OF ADULTS WATCH VIDEO ON A CONNECTED TV EACH DAY

6. 6. 2022 | 3 min read 87% of U.S. TV households have at least one connected TV device according to LRG.

STUDY EU: CTV VIEWERS EMBRACE AD-SUPPORTED PLATFORMS

3. 6. 2022 | 2 min read Connected television (CTV) viewers in six European countries – including France, Germany and the UK – use an average of 3.5 streaming platforms, with over a third utilizing ad-supported services.

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

2. 6. 2022 | 5 min read While they aren't a new phenomenon, Coinbase's SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company's app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments: the living room.

CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022 | 3 min read A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey.

TV DRIVES SEARCH UPLIFT

1. 6. 2022 | 1 min read The latest Chart of the Month shows the strong relationship between TV exposures and search volume.

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 | 6 min read It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.

SEX, BRAINS, AND ADVERTISING

26. 5. 2022 | 7 min read At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender – Sam Peña-Taylor reports.

STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS

25. 5. 2022 | 3 min read As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of people from multicultural backgrounds, according to 2020 Census data. Inclusion matters to consumers, particularly Gen Z A global study by Deloitte found that representative advertising at the point of purchase is most noticed by Generation Z and those from multicultural backgrounds.

CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 | 4 min read Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny