THE REVOLUTION NAMED TELEVISION: THE HISTORY OF THE MOST INFLUENTIAL MEDIUM OF THE 20TH CENTURY
5. 8. 2022 Let’s go back to the first half of the 20th century and explore an adventure called a television. A SLIGHTLY DIFFERENT PICTURE The first ideas of a television combined two phenomena of their time – radio, that is, the transmission and reception of signals over longer distances, and cinematography, that is, moving pictures. However, it… Continue reading THE REVOLUTION NAMED TELEVISION: THE HISTORY OF THE MOST INFLUENTIAL MEDIUM OF THE 20TH CENTURY
HISTORY’S MOMENT IN MEDIA: THE APOLLO 11 MOONSHOT
3. 8. 2022 Fifty-three years ago — July 20, 1969 — at a few minutes before 11 p.m. Eastern time, Neil Armstrong and Edwin “Buzz” Aldrin stepped off the landing module Eagle and onto the lunar surface, becoming the first human beings to walk on the moon. It was, as Armstrong famously said, “One small step for a… Continue reading HISTORY’S MOMENT IN MEDIA: THE APOLLO 11 MOONSHOT
BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?
1. 8. 2022 For some brands, the Back 2 school season is one of the most exposed times of the year. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?
THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN
1. 8. 2022 Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.
NOVA WANTS VIEWERS TO ACTIVELY USE HBBTV. IT WILL OFFER MORE VIDEO AND VOTING
25. 7. 2022 Czech viewers have become quite used to the fact that the red button on the remote control brings up additional functions to the broadcast. In the last year, TV Nova has also paid more attention to this area. TV Nova invests in the development of HbbTV. Through connected smart TV technology, it offers bonus content,… Continue reading NOVA WANTS VIEWERS TO ACTIVELY USE HBBTV. IT WILL OFFER MORE VIDEO AND VOTING
ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
18. 7. 2022 Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments. While history is full of competing brands, few compare to the battles between beverage giants Pepsi and Coca-Cola that began in the century before last and have… Continue reading ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING
IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE
6. 7. 2022 Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands. “You do realise that this is fantastically untrendy research?” I explained to the team from Savanta, when they approached me to give the launch speech for their 2022 Most Loved Brand Award. “To… Continue reading IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE
‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING
24. 6. 2022 The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign. Consistency, relevance and strong branding are all essential to build creatively effective advertising campaigns, the marketers behind Aldi’s ‘A Christmas Carrot’ and Marmite’s ‘Flippin Tasty’ ads have revealed. Both ads have been deemed highly effective from… Continue reading ‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING
RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD
21. 6. 2022 From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession. With the tasteless timing of a drunk hitting on a widow at her husband’s funeral, marketers are in Cannes this week as… Continue reading RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD
THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY
1. 6. 2022 HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today.
WHY ADVERTISING WILL NEVER DIE
23. 5. 2022 The ‘advertising is dead’ myth is especially bizarre because advertising has never been more alive. We have never had a wider, more varied array of options and opportunities available in advertising.
BRAND PURPOSE CAN HAVE A BUSINESS EFFECT
21. 5. 2022 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. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading BRAND PURPOSE CAN HAVE A BUSINESS EFFECT
AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV
18. 5. 2022 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). When the upfronts return to New York City in mid-May after a two-year pandemic hiatus, broadcast TV is expected to play second fiddle. Though ABC, NBC and… Continue reading AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV
CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY
8. 5. 2022 Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.
WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING
29. 4. 2022 Traditional advertising is alive, heading 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.
CRITICS OF CNN PRIMA NEWS SHOULD STEP OUT OF THEIR SOCIAL BUBBLE FROM TIME TO TIME, SAYS THE GROUP’S CEO MAREK SINGER
12. 4. 2022 Marek Singer has been the head of FTV Prima group since 2008. But only after fourteen long years can he be happy that Prima’s channels are catching up with their biggest competitor – the Nova group – in terms of viewership. In certain viewer target groups, they even surpassed Nova in March. “What seemed impossible… Continue reading CRITICS OF CNN PRIMA NEWS SHOULD STEP OUT OF THEIR SOCIAL BUBBLE FROM TIME TO TIME, SAYS THE GROUP’S CEO MAREK SINGER
TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES
9. 4. 2022 Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.
WHAT IS TV AND DOES THAT MATTER?
5. 4. 2022 No one normal worries about the definition of TV because they have lives to lead, energy bills to weep over, and hot takes on Will Smith to have. But there is one group who should care about what it means, argues Matt Hill. Apple TV won best picture at the Oscars. You can watch YouTube… Continue reading WHAT IS TV AND DOES THAT MATTER?
