WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY

11. 1. 2021 | 7 min read As potential consumers, we are exposed to several thousand advertising messages every day. Some of them try to appeal to our reason, others to our emotions. In any case, the aim of advertising is to sell and build brand awareness. Psychologist Jan Urban explains which type of advertising is more effective and why.

WHAT WILL TV LOOK LIKE IN 2021?

6. 1. 2021 | 10 min read In 2020, television cemented its role as the arbiter of the national mood. Will that mood turn to hope in 2021?

ADVERTISING IN RECESSION — LONG, SHORT, OR DARK?

1. 1. 2021 | 17 min read Editor's Note: Enjoy this special encore post, which was one of our readers' favorites in 2020 and which was contributed by Peter Field, a B2B Institute Research Fellow. Executive Summary As I write this, it looks increasingly certain there’s going to be a recession. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply:

TV AD REVENUE WILL REBOUND IN 2021, BUT THE INDUSTRY IS NEVER GOING BACK TO NORMAL

24. 12. 2020 | 6 min read Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal.

‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

7. 12. 2020 | 8 min read John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.

FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021

7. 12. 2020 | 13 min read By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched. Sporting events were either canceled, suspended or postponed such as the Tokyo Olympics. Meanwhile, there was a contentious election and in January the U.S. will have a new President. What else could happen in 2021? We asked some experts.

ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

3. 12. 2020 | 5 min read TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery.

WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING

18. 11. 2020 | 5 min read Global figures continue to highlight how the power of television advertising remains resilient.

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

6. 11. 2020 | 8 min read During the first coronavirus lockdown, the consumption of television and online streaming content soared.

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 | 9 min read As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? The Moon Unit examine the future of 'the hearth of the 20th century'.

TV PERCEPTIONS SHIFTING, BUT VIEWERS TRUST BROADCASTERS MORE THAN STREAMING

29. 9. 2020 | 3 min read A new report has found that most viewers believe their perception of what TV is has shifted over the past five years amid the march of digital, but ads from broadcasters are still more trusted than their streaming equivalents.

UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY

24. 9. 2020 | 6 min read Major new study reveals that media channels differ widely in their ability to communicate vital brand signals.

WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

23. 9. 2020 | 4 min read Comcast's ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they'll be more impactful when you distribute them on television services, as well.

ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT

17. 9. 2020 | 2 min read A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.

‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK

12. 8. 2020 | 6 min read In numerous "advertising attention" studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to be effective? On average around 50% of "time-on-screen" has no viewer attention paid at all. And no platform is immune. Here's everything you need to know - fast.

WHY LINEAR TV ADVERTISING WON’T BE DEVOURED BY CTV DESPITE THE FLIGHT OF VIEWERS TO STREAMING

11. 8. 2020 | 4 min read No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to just 1% in 2010.

THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

5. 8. 2020 | 4 min read While our way of life in the UK seems miles away from the sunny shores of Spain, the vibrancy of Colombia or Santa’s Northern Lights in Finland, how the world watches its TV is remarkably similar. Despite local difference in video offerings and tech capabilities, the bottom line is that the world loves TV.

AN OPEN LETTER TO THE AD COMMUNITY FROM NIELSEN’S BRAD KELLY

27. 7. 2020 | 5 min read Toxic Behaviors in Advertising — and Your Business: What’s Your Threshold?