APPLE SPENDS THE MOST, BUT OTHERS ARE GRABBING THE LIMELIGHT. WHAT DETERMINES A VIEWER’S VALUE?

31. 5. 2026 The highest investment in content does not automatically translate into the greatest audience attention. At the same time, streaming platforms are beginning to shift their perspective on their most valuable customers. Viewers who watch adverts and spend more time engaging with content are becoming increasingly valuable. Content comes at a high price. However,not every media… Continue reading APPLE SPENDS THE MOST, BUT OTHERS ARE GRABBING THE LIMELIGHT. WHAT DETERMINES A VIEWER’S VALUE?

ESG ADS ATTRACT LESS ATTENTION, BUT BOOST INTEREST IN THE TOPIC

5. 5. 2026 Although ESG adverts are, on average, less effective at capturing attention than standard campaigns, they can significantly boost interest in the topic being communicated, according to new research by Ipsos. The data also confirms growing consumer scepticism towards sustainability claims and a shift in how people define ‘green’ products. ESG campaigns – that is, advertising… Continue reading ESG ADS ATTRACT LESS ATTENTION, BUT BOOST INTEREST IN THE TOPIC

VAB: PREMIUM STREAMERS OUTPERFORM YOUTUBE IN ADVERTISING EFFECTIVENESS

21. 4. 2026 The Video Advertising Bureau said premium CTV platforms outperform YouTube in co-viewing, attention and session length, citing a year-long study of 22 services. Premium video delivered 33 percent higher co-viewing and sessions averaging 1 hour and 18 minutes, 49 percent longer than YouTube. The report argues premium CTV impressions generate stronger presence, sustained attention and… Continue reading VAB: PREMIUM STREAMERS OUTPERFORM YOUTUBE IN ADVERTISING EFFECTIVENESS

THE PROBLEM WITH MUCH AI-POWERED ADVERTISING IS THAT IT’S MEANINGLESS

21. 4. 2026 Audiences aren’t tired of advertising. They’re tired of low-value, repetitive, over-personalized noise that constantly demands something from them – and AI is turning up the volume. Have you noticed how marketers have become masters of avoidance when talking about ad performance? When ad ROI is poor, we blame ‘ad fatigue.’ We call it a media… Continue reading THE PROBLEM WITH MUCH AI-POWERED ADVERTISING IS THAT IT’S MEANINGLESS

IN AN ATTENTION ECONOMY, TV ADS STILL MAKE THE STRONGEST MEMORIES

1. 4. 2026 As consumers fluidly jump from social feeds to podcasts, search engines, and streaming apps, capturing meaningful attention has never been more challenging. Fragmentation has not only multiplied the number of touchpoints, but it has also intensified the competition for consumer focus. Amid this clutter, TV – both traditional and streaming – continues to stand apart.… Continue reading IN AN ATTENTION ECONOMY, TV ADS STILL MAKE THE STRONGEST MEMORIES

OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

30. 3. 2026 This year’s OmniConnect conference demonstrated that well-defined metrics are key to marketing management, brand growth and return on investment. Alongside global insights, local case studies were also presented, confirming the growing role of data, AI and attention management in modern communication. This year’s OmniConnect conference, the fourth in the series, was themed‘Measure to manage’and focused… Continue reading OMNICONNECT: WITHOUT THE RIGHT METRICS, YOU CAN’T MANAGE MARKETING TODAY

ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

30. 3. 2026 Advertising needs to return to a focus on effectiveness rather than chasing cheap impressions and clicks. Attention can play a key role as a bridge between reach and results. However, using it effectively lies in planning, not optimisation. This was highlighted by Malcolm Devoy of PHD at the OmniConnect conference. One of the main themes… Continue reading ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

STUDY: EUROPE REMAINS LOYAL TO TELEVISION, WITH VIDEO VIEWING DOMINATED BY THE BIG SCREEN IN THE LIVING ROOM

30. 3. 2026 RTL AdAlliance has released the latest edition of its Living Room Study, which this year includes two new markets: China and Hungary. The study clearly shows that television continues to play a key role in Europe even in the age of streaming services.

OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

11. 3. 2026 Media multitasking is no longer confined to younger viewers, with new Omdia research showing sharp growth in mobile video viewing alongside television among older age groups in the United States. According to the research, 52% of viewers aged 45-54 watched video clips on their mobile phones while watching TV in November 2025, up from 39%… Continue reading OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE

3. 3. 2026 Sometimes, adverts get under our skin. And then, even hours after watching them, we find ourselves humming a catchy melody or jingle that got stuck in our heads. Yet in planning advertising campaigns, music is often an “afterthought”. This was one of the reasons for the creation of the study Sound Science: How Music Is… Continue reading MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE

NEW SCREAM HITS THEATERS AS AUDIENCES BUZZ WITH ANTICIPATION. BRANDS TAP INTO THE POPULARITY OF HORROR IN ADVERTISING CAMPAIGNS

2. 3. 2026 Three years have passed since the release of Scream 6, and the seventh instalment is now racing into theatres. The trailer for the new film premiered during this year’s Super Bowl, leaving fans of the franchise eager for more. The sixth film was a major commercial success, grossing over $168 million worldwide and becoming the… Continue reading NEW SCREAM HITS THEATERS AS AUDIENCES BUZZ WITH ANTICIPATION. BRANDS TAP INTO THE POPULARITY OF HORROR IN ADVERTISING CAMPAIGNS

THE STATE OF PERFORMANCE TV IN 2026

6. 2. 2026 Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention. Performance TV combines the power of TV advertising with the… Continue reading THE STATE OF PERFORMANCE TV IN 2026

STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV

30. 1. 2026 The Video Futures Collective and Amplified have published findings from a market-wide study that measured attentive viewing of advertising on streaming video platforms in Australia. The study reported that audiences watched an average of 79% of a streaming video advert attentively. It split that total into 59% active attention and 20% passive attention. The organisations… Continue reading STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV

THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

23. 1. 2026 Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing. The year 2025 brought significant changes to influencer marketing. Audience size is no longer the main measure of success, reach is declining due to algorithm changes, and brands are focusing on long-term collaborations. At the… Continue reading THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

ATTENTION ABOVE ALL: THE SUCCESS OF ADVERTISING DEPENDS ON CONTENT QUALITY AND A TRUSTWORTHY ENVIRONMENT

28. 12. 2025 Advertising that is not seen does not sell. Yes, it sounds banal. Yet a new, large-scale study by Newsworks, conducted in collaboration with Lumen Research and marketing expert Peter Field, once again shows that the attention paid to advertising is becoming the decisive measure of campaign effectiveness. It also demonstrates that ads placed in high-attention… Continue reading ATTENTION ABOVE ALL: THE SUCCESS OF ADVERTISING DEPENDS ON CONTENT QUALITY AND A TRUSTWORTHY ENVIRONMENT

HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY

19. 12. 2025 New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency,… Continue reading HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY

STUDY: CTV ADS HAVE UP TO FOUR TIMES THE ATTENTION SPAN OF DIGITAL

7. 12. 2025 Advertising in big-screen streaming (CTV) is getting nearly four times the attention of digital channels, according to a study by Amplified and VFC. Ads in big-screen streaming (CTV) receive nearly 80% of viewers ‘ attention, compared to only around 20% in conventional digital environments. That’s according to research by Amplified and Video Futures Collective (VFC), an… Continue reading STUDY: CTV ADS HAVE UP TO FOUR TIMES THE ATTENTION SPAN OF DIGITAL

TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES

17. 11. 2025 TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media… Continue reading TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES