PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022 | 7 min read We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.

SCREENFORCE GERMANY’S MARTIN KRAPF BECOMES PRESIDENT OF THE GLOBAL TV GROUP

1. 3. 2022 | 2 min read Martin Krapf, Non-Executive Board member of Screenforce Germany, has been appointed as the new President of the Global TV Group, the grouping of TV broadcasters and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America.

WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN

28. 2. 2022 | 5 min read CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in symbiosis.

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 | 6 min read Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency.

MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD

23. 2. 2022 | 6 min read The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences.

GLOBAL SVOD SUBSCRIPTIONS TO REACH 1.75 BILLION IN 2027

22. 2. 2022 | 2 min read Global SVoD subscriptions will reach 1.75 billion by 2027, Digital TV Research has found. Netflix, Disney Plus and Amazon Prime Video will account for half of total.

RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING

18. 2. 2022 | 3 min read Magnite, the independent omnichannel sell-side advertising platform’s study, CTV Live Streaming: TV’s Next Big Moment, finds broad adoption of live streaming TV among CTV viewers across all age groups.

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 | 3 min read Consumers are increasingly demanding a sustainable dimension and clear values from brands.

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 | 4 min read 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

TOP SUPER BOWL ADS: 2016-2021

13. 2. 2022 | 2 min read Nothing says Super Bowl like telling people to zip it because there's finally a break in the game

SUPER BOWL 2022: THE TECH BEHIND THE BIG GAME COMMERCIALS

10. 2. 2022 | 5 min read This year, AI will be featured in several advertising and marketing efforts at the Super Bowl

GALLERY: SHOWCASE OF COMMERCIALS AT THIS YEAR’S SUPER BOWL

10. 2. 2022 | 2 min read On Sunday, February 13, the Super Bowl, the number one advertising event in the US market, will take place. MediaGuru shares a selection of this year's ads.

MORE AMERICANS STREAMING THAN WATCHING PAY TV, SURVEY FINDS

10. 2. 2022 | 4 min read TransUnion says trend is favorable for advertisers: A new poll said that an important tipping point has been reached, with more Americans saying they’ve streamed TV or movies in the past month than watched cable and satellite TV.

BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

9. 2. 2022 | 2 min read Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users).

USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

9. 2. 2022 | 2 min read Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna

AUSTRIAN RESEARCH: PANDEMIC BURDENS YOUNG PEOPLE AND SPOILS THE MOOD

8. 2. 2022 | 4 min read In January 2022, Marketagent together with DocLX carried out a survey among 2,500 young people aged 14-24 representing their age cohort. The ninth youth trends monitor includes comparative data for 2020 and shows changes in media usage.

SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

8. 2. 2022 | 2 min read But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions

CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING

4. 2. 2022 | 5 min read The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game.