CHRISTMAS ADS 2022: HOW BRANDS ARE CELEBRATING THE HOLIDAY SEASON
16. 12. 2022 Every year, Christmas comes early for brands as they race to debut their holiday ads before the peak shopping period begins. 2022 is no different, and advertisers have officially started stepping into Christmas by bringing a bit of festive cheer to screens.
STUDY FINDS AD EFFECTIVENESS DOES NOT ‘WEAR-OUT’ OVER TIME
12. 12. 2022 Older campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1. While it’s a common concern among marketers that audiences will tire of their ads after multiple exposures or learn to tune them out, research shared exclusively with Marketing Week indicates the effectiveness of ads do… Continue reading STUDY FINDS AD EFFECTIVENESS DOES NOT ‘WEAR-OUT’ OVER TIME
WHY E-COMMERCE MARKETERS SHOULD EXPERIMENT WITH FORMATS & WORK WITH CREATIVE PARTNERS
6. 12. 2022 TV advertising has returned as a desirable marketing format post-pandemic. New research from Thinkbox shares why it’s proving so successful, its cost efficiency and how marketers can embrace this change. With the pandemic exacerbating the rise of e-commerce, online businesses are increasingly turning to TV to scale up their growth. As part of The Drum’s Evolution… Continue reading WHY E-COMMERCE MARKETERS SHOULD EXPERIMENT WITH FORMATS & WORK WITH CREATIVE PARTNERS
STUDY: ADDRESSABLE ADS ELICIT STRONGER RESPONSES
2. 12. 2022 Finecast, an addressable TV provider, has announced the results of its latest piece of research which provides new insights into the effectiveness of addressable TV advertising. Commissioned by Finecast and conducted by scientists from UCL, the study investigates how the brain responds to addressable advertisements across four key neuro-networks: attention, emotion, reward and memory. The… Continue reading STUDY: ADDRESSABLE ADS ELICIT STRONGER RESPONSES
CHRISTMAS TV ADS 2022
1. 12. 2022 Thinkbox made a list, checked it twice, and created a gallery to fulfil your Christmas ad wishes. The creativity workshops have been hard at work this year and there are some real treats on our TV screens. With cuddly toy offerings from M&S and Lidl, a visit from everyone’s favourite Elf in Asda, the joys… Continue reading CHRISTMAS TV ADS 2022
NOVEMBER’S CHART OF THE MONTH: DURING TIMES OF ECONOMIC UNCERTAINTY, TAKE ADVANTAGE OF COST-EFFECTIVE MEDIA
16. 11. 2022 Given the current economic climate, marketing budgets are increasingly under pressure with every investment needing to be justified. At this year’s IPA EffWorks Global, Les Binet (Group Head of Effectiveness of adam&eveDDB) provided a framework for planning media in economic uncertainty. During the session, ‘Marketing in the post covid economy’, Binet highlighted how short and… Continue reading NOVEMBER’S CHART OF THE MONTH: DURING TIMES OF ECONOMIC UNCERTAINTY, TAKE ADVANTAGE OF COST-EFFECTIVE MEDIA
CREATING MEMORABLE CHARACTERS IN ADVERTISING
25. 10. 2022 How character fluent devices support long-term brand building? From Churchill the bulldog to the Pillsbury Doughboy to Tony the Tiger, there are many classic characters that brands have leveraged over the years. However, over the last two decades, there has been a decline in the use of these distinctive assets in advertising. According to Orlando… Continue reading CREATING MEMORABLE CHARACTERS IN ADVERTISING
MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’
21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard. Katy Harkness, MediaCom’s UK strategy director (pictured, main image), argued attention had become “this decade’s hot new topic” and outlined how and why agencies should have a balanced approach when… Continue reading MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’
UNDERSTANDING THE CREATIVITY OF CANNES WINNERS
16. 9. 2022 Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading UNDERSTANDING THE CREATIVITY OF CANNES WINNERS
WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND
7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?
MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION
6. 9. 2022 There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention. An interesting debate is springing up around attention, thanks to Professor Byron Sharp. A couple of weeks ago Sharp was coaxed from the towers of the Ehrenberg-Bass Institute to… Continue reading MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION
SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?
18. 8. 2022 TV advertising may not carry the same weight it did years ago, but does that mean we should give it up altogether? Not really — and here’s why. TV advertising doesn’t carry quite the same weight it used to. Twenty years ago — back in the days of “water cooler” TV moments and must-watch televisual… Continue reading SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?
REMEMBER THE VALUE OF TV AS INFLATION BITES
18. 8. 2022 Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness. The rising cost of life in general and media in particular is a pressing concern for advertisers. Yesterday the UK’s Office of National Statistics reported that inflation has reached 10.1% — the first double-digit increase in prices in 40… Continue reading REMEMBER THE VALUE OF TV AS INFLATION BITES
SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
15. 8. 2022 From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity. Rising energy bills, sky-high inflation rates… Continue reading SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS
11. 8. 2022 The Danish toy icon is also trying to rebuild the world for the better with its marketing. It uses animation, life-size models or even feature films. LEGO celebrated its 90th anniversary on June 10. Founded by carpenter Ole Kirk Kristiansen, the Danish icon gradually innovated from wooden toys to the building set systems we know… Continue reading LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS
CAN BRANDS GROW EVEN IN TIMES OF INFLATION?
11. 8. 2022 The Czech republic is experiencing its highest inflation since 1993. People’s wallets are getting emptier and brands are in an extremely difficult situation for the umpteenth time in the last twenty years. Companies are naturally trying to cut as much of the ever-shrinking market as possible – with the vast majority focusing mainly on bargain… Continue reading CAN BRANDS GROW EVEN IN TIMES OF INFLATION?
SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?
9. 8. 2022 Why should brands look on the bright side of life even in the darkest of times? According to research, people remember information better if they perceive it as humorous. Let's take a look at five brands that use humour to present their brands and summarise why it works.
THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW
5. 8. 2022 One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life. Of course, their marketing team was under a lot of pressure to keep sales up during an economic downturn. But… Continue reading THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW
