THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022 When the harsh reality of an economic recession hits companies, most of them tend to respond somewhat schematically according to the established rules of business logic. However, the more statistical data we have, the more clearly we see that these rules may not be as logical as they may appear at first sight. While in a worsening economic climate CEOs are cutting what they consider “unnecessary” costs - with advertising and marketing traditionally being the first to be cut - marketing experts advise exactly the opposite approach. Experts agree that you can advertise your services and products happily during a boom, but you absolutely must advertise during a recession. Why don’t companies realise this? INFLATION DOES NOT HAVE TO BURY MARKETING COMPLETELY We can draw useful data from an examination of the market response to the economic recession of the early 1980s. Just like today, it was triggered by the global energy crisis - at that time it was caused by the Iranian Revolution. As a result of that geopolitical upheaval, the price of oil began to soar. Later, this period became known in history as the ‘oil shocks’ that drove already high inflation in the Western world into double digits. Historians agree that this was the biggest economic crisis since the Second World War.

ADS FOR THE RIGHT BRAIN ARE MORE EFFECTIVE BUT THERE ARE FEWER OF THEM

25. 10. 2022 ADS ACTIVATING THE RIGHT HEMISPHERE OF THE BRAIN ARE MORE EFFECTIVE AND attract MORE ATTENTION, BUT THEY DIMINISH OVER TIME. THIS WAS one of The findings presented by ORLANDO WOOD AT THE BRAND MANAGEMENT CONFERENCE

CREATING MEMORABLE CHARACTERS IN ADVERTISING

25. 10. 2022 How character fluent devices support long-term brand building?

TV NOVA TO INCREASE THE ADVERTISING COST BY 12% FOR 2023

24. 10. 2022 TV Nova will partly reflect the price increase in its business policy for 2023. it will increase its TV advertising cost by 12%.

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022 The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video.

AKTV CONFERENCE WILL PRESENT ITS FIRST-EVER RESEARCH AND WILL FOCUS ON ATTENTION IN ADVERTISING

20. 10. 2022 The traditional autumn conference of the Association of Commercial Television (AKTV) will take place on 22th of November 2022 in Spojka Karlín and will be co-hosted by the Slovak Asociácia televiznych vysíateľov Slovenska (ATVS). The main item on the agenda will be the first ever research conducted for AKTV, namely the czech edition of the Track the Success study. The conference will be held under the auspices of the newly created ScreenVoice TALKS brand. This new umbrella for AKTV's conference activities further develops the ScreenVoice brand, which brings marketers, advertising agencies and commissioners regular inspiration from the world of (not only) television, TV advertising and total video.

CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022 Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the ‘silver generation’.

TV NOVA: OVER 400 THOUSAND PEOPLE SUBSCRIBE TO VOYO

19. 10. 2022 Pay video platform Voyo registers more than 400 thousand subscribers, according to the official announcement of the Nova TV group.

MEDIA CLUB TO INCREASE TV AD PRICES BY 14% ON AVERAGE

19. 10. 2022 The media agency Media Club will increase the basic CPP by 14% on average in 2023.

HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS

19. 10. 2022 As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

EUROPEAN MARKETERS EXPECTED TO INCREASE ADS IN ADVANCED TV NEXT YEAR

19. 10. 2022 Marketers are cautious but increasingly enthusiastic about investing in Advanced TV next year, according to a survey of 500 marketers and influencers in five European countries: UK, France, Germany, Italy, and Spain. The survey was made in July by consultancy CoLab Media for video advertising technology firm FreeWheel. Key takeaways:

STUDY: TV ADS TWICE AS MEMORABLE AS MOBILE ADS

17. 10. 2022 Comcast Advertising has released a report titled TV Makes Memories highlighting how ads in the television environment have a unique ability to drive memories – suggesting this is due to three factors of engagement that are important for branding outcomes: attention, connection and repetition.

THE AKTV CONFERENCE WILL TAKE PLACE ON NOVEMBER 22, 2022

14. 10. 2022 The Association of Commercial Television announced today the date of this year's conference, ScreenVoice TALKS, which will take place on November 22, 2022 at Spojka Karlín.

ADVERTISING FAILS THE AGE TEST

14. 10. 2022 Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But this group accounts for nearly one-third of the UK population; for 65% of TV impressions and 60% of the UK’s wealth, a recalibration of target audiences may be in order.

NOMINEES FOR HBBTV AWARDS 2022 ANNOUNCED

12. 10. 2022 The HbbTV Association, a global initiative dedicated to providing open standards for advanced interactive TV services through broadcast and broadband networks to connected TV sets and set-top boxes, is proud to announce the shortlists of entries nominated for the HbbTV Awards 2022, showcasing and celebrating excellence in the HbbTV community.

CHASM BETWEEN INDUSTRY’S VIEW OF MEDIA HABITS AND REALITY SHRINKING, STUDY FINDS

12. 10. 2022 While the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation.

TV GRP VOLUME WAS SLIGHTLY HIGHER IN Q3 2022

11. 10. 2022 The number of ad GRPs delivered in the TV market in the first three quarters of this year is slightly above the same period last year.

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 4 strategies that can improve brand relationships and increase ROI