RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 | 5 min read From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year.

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023 | 3 min read Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1.

MAXIMUM MOUSE MAGIC: DISNEY’S 5-STAR CENTENARY

26. 12. 2023 | 3 min read When it comes to distinctive assets, there has never been a company like Disney. When the entertainment behemoth brings the full might of its library of characters, movies and franchise brands to bear, the effect is overwhelming.

PF 2024

23. 12. 2023 | 1 min read 🎄 ScreenVoice and the Association of Commercial Television wishing you a Merry Christmas and all the best in the new year.

CHRISTMAS SPECIAL: PEOPLE LOVE CHRISTMAS ADS. BUT IMPRESSIVE COMMERCIALS HAVE THEIR RULES

23. 12. 2023 | 6 min read Some people have a secret recipe for the best eggnog, others for their grandmother’s amazing vanilla crescent cookies. And some brands have a secret recipe for the best Christmas ads. It’s all about getting the right amount of nostalgia, mixing in a good dose of visual elements, carefully whipping up a story, adding a pinch of humour, and sprinkling in a few secret ingredients – and voilà, an amazing Christmas ad to be remembered for years is here. You say it’s not that easy? You’re right, it’s not.

CHRISTMAS 2023: WATCH ALL OF THE LATEST ADS

22. 12. 2023 | 5 min read Welcome to The Drum’s Christmas campaign round-up for 2023. Here, you’ll be able to watch and review all the best ads from around the world.

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

22. 12. 2023 | 4 min read Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research.

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

21. 12. 2023 | 5 min read Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider.

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

20. 12. 2023 | 3 min read System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62% on two-second brand recognition (Fluency), which measures the strength and speed of brand recognition, compared to 30% for OOH ads that didn’t align with TV creative. This is significant given the average attention time for OOH is two seconds.

MILLENNIALS ARE THE KEY AUDIENCE FOR AD-SUPPORTED STREAMING, SAMBA TV SAYS

20. 12. 2023 | 3 min read About 68% of millennials surveyed by the analytics firm said they have an ad-supported streaming subscription – more than any other generation.

NOVA HAS REDESIGNED THE FREE HBBTV TV ARCHIVE

20. 12. 2023 | 2 min read With Christmas approaching, media group Nova is coming to its viewers with a redesigned version of HbbTV free archive available via the red button.

CHRISTMAS SPECIAL: THE MOST ANIMATED CHRISTMAS ADS

19. 12. 2023 | 8 min read The Christmas season is a time when the battle for consumer attention requires maximum effort. Animated adverts are among the most powerful marketing tools in every brand’s arsenal. Animation allows creatives to showcase greater imagination and originality, which is crucial in standing out in a highly competitive environment. Let’s take a look at advertisements that have harnessed the potential of animation to its fullest.

DENTSU’S 2024 MEDIA TRENDS REPORT

19. 12. 2023 | 4 min read Dentsu is out with its annual media trends study and finds that generative AI is not just a trend but future-redefining technology with the potential to “lead a period of growth for media and a new golden age of creativity.

CHRISTMAS TV PROGRAM ON AIR, SEASONAL SHOWS ARE CATCHING UP

18. 12. 2023 | 2 min read During the last week before Christmas, all TV stations are starting to switch over to Christmas programming. Some of the seasonal shows are still being finalised.

CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

17. 12. 2023 | 7 min read It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of celebrities in holiday campaigns has even been on the rise. Let’s take a look at some of the most star-studded Christmas TV ads.

SCREENVOICE TOP 12 CHRISTMAS CAMPAIGNS 2023

15. 12. 2023 | 4 min read The year has come and gone, and famous and lesser-known brands have come out with their long-awaited Christmas campaigns, which unmistakably draw us into the pre-Christmas spirit and put us in the mood for a genuine festive atmosphere.

VOYO HAS ADDED USER PROFILES

15. 12. 2023 | 1 min read Voyo - the TV Novas online video library finally offers the possibility to create user profiles since Thursday 14th December. A notification to create one pops up when the app is launched.

HBBTV SYMPOSIUM AND AWARDS 2024 IN LONDON

15. 12. 2023 | 2 min read The 11th HbbTV Symposium and Awards in Naples, Italy became with more than 220 registered participants from Europe, North America, Asia and Australia one of the most attended events in its 12-year history, reflecting the significance of HbbTV in the connected TV industry.