SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 | 6 min read In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever's Samir Singh: Sustainability shouldn't burden consumers with guilt or expense With the world emerging unevenly from a pandemic, several Covid-driven habits are fading, with consumer goods giants racing to keep pace with changing consumer habits yet again. This is especially so with the firm’s personal care business, where brands such as Lifebuoy profited from a zealous focus on hygiene in this time, only to now see some of these gains fade.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 | 7 min read Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit.

AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

18. 5. 2022 | 7 min read Betting that they can’t compete with Netflix and hoping a diversified approach is more lucrative, A+E, Fox Corp. and AMC Networks are leaning into the cable bundle (and ad-supported streaming).

REPORT: CONNECTED TV VIDEO IMPRESSIONS SURPASS MOBILE

11. 5. 2022 | 4 min read Innovid, an independent advertising platform for delivery, personalisation and measurement of converged TV, has published findings from its 10th annual Global Benchmarks Report examining critical trends, advancements, and benchmarks in the video advertising industry.

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

5. 5. 2022 | 4 min read New Future Today survey finds that 94% of parents have increased co-viewing in the last year.

CTV BENEFITS FROM COOKIES’ DECLINE

3. 5. 2022 | 2 min read With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says.

WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING

29. 4. 2022 | 7 min read Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies, and more.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

29. 4. 2022 | 6 min read In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.

HOW TODAY’S TV DRIVES BRANDS?

26. 4. 2022 | 1 min read Do you know how today's TV drives brands?

A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST

18. 4. 2022 | 5 min read Those who listen and reframe challenges as opportunities will come out on top The television industry has entered the golden age of everything. Audiences, advertisers and storytellers alike have ample reason to be optimistic. Yet, as an industry, there’s often bickering about the hurdles of what’s holding us back rather than what lies ahead.

EASTER MARKETING IDEAS THAT WORK

14. 4. 2022 | 15 min read This list of unusual Easter marketing ideas will get you inspired for the season. Easter eggs make up 10% of annual chocolate spending in the UK. That’s a delicious chunk of revenue for food brands. We’ll go through what you can take from these examples to create a brilliant Easter marketing campaign. Younger generations are getting in on the action this time of year. We’ve explained how brands need to adapt to win at the Easter promotion game.

HOW TO RESOLVE THE ATTENTION PARADOX

12. 4. 2022 | 4 min read Can attention be both the “North Star to effectiveness” but also “really not how advertising works”?

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022 | 5 min read Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril.

ADS MOST POWERFUL WITH EXISTING CUSTOMERS

8. 4. 2022 | 2 min read ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION)

USA STUDY: SMART TV OWNERSHIP RISES TO 76% OF TV HOUSEHOLDS

7. 4. 2022 | 2 min read Rapid growth in ownership means that the majority of TV sets (57%) are now smart sets according to new data from Hub Entertainment Research.

OLDER, WEALTHIER VIEWERS VALUE TV NEWS AND SPORTS MORE, LRG SAYS

6. 4. 2022 | 2 min read Live programming will continue to keep pay-TV relevant, researcher says. Despite the increase in cordcutting, drawing viewers away from pay-TV, interest in live news and sports—a staple of traditional linear TV—remains high among older, wealthier viewers, according to a recent study from Leichtman Research Group.

GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV

4. 4. 2022 | 3 min read Connected TV has become an integral part of the living room in Germany, Austria and Switzerland (DACH).

EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS

2. 4. 2022 | 8 min read With U.S. streamers still driving local market growth, TV producers in continental Europe are juggling between the Hollywood studio business model — under which Netflix and the likes get all rights in return for full-financing plus a fee — and the pre-existing European model based on co-productions that leave indie producers with backend and give them more creative control.