HOW TO IMPROVE ADVERTISING PAYBACK
21. 9. 2023 Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability. In a WARC Spotlight on Drivers of Brand Growth, Paul Dyson, co-founder of Accelero, updates his previous study from 2014 to include… Continue reading HOW TO IMPROVE ADVERTISING PAYBACK
STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING
21. 9. 2023 Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced. Amid all the controversy over LGBTQ+ advertising, a new report from the Cultural Inclusion Accelerator (CIA) and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) suggests that a… Continue reading STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING
STATEMENT OF PROFESSIONAL PUBLISHING ASSOCIATIONS ON THE PROPOSED “MAJOR MEDIA AMENDMENT”
20. 9. 2023 Czech publishers represented in professional associations SPIR (Association for Internet Development) and UV (Union of Publishers) demand an expert discussion on the financing of public media and their role alongside commercial media. They criticise the fact that the introduction of the amendment to the acts on Czech Television, Czech Radio, and radio and television fees… Continue reading STATEMENT OF PROFESSIONAL PUBLISHING ASSOCIATIONS ON THE PROPOSED “MAJOR MEDIA AMENDMENT”
COMMERCIAL TV COMPANIES DEMAND WITHDRAWAL OF MAJOR MEDIA AMENDMENT
19. 9. 2023 The commercial television groups Nova, Prima and Óčko show their displeasure with not being invited to discuss the proposal to increase the fees for ČT (Czech Television).
STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT
19. 9. 2023 Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years. That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT
WHAT NEW RESEARCH REVEALS ABOUT SLOGANS
18. 9. 2023 According to dictionary.com the word slogan is defined as “a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.” In marketing and advertising parlance there are no shortage of definitions: “A short phrase used in advertising campaigns to generate publicity and unify a company’s marketing strategy.” “A short… Continue reading WHAT NEW RESEARCH REVEALS ABOUT SLOGANS
HBBTV ASSOCIATION UNVEILS NEW SYMPOSIUM FORMAT: THE “UNCONFERENCE”
15. 9. 2023 The annual key summit of the connected TV industry, targeting platform operators, broadcasters, advertisers and adtechs, standards organisations and technology companies, will be co-hosted with Comunicare Digitale, an Italian association for the development of digital television. For the first time, the HbbTV Symposium conference will be split into a traditional format on the first day while… Continue reading HBBTV ASSOCIATION UNVEILS NEW SYMPOSIUM FORMAT: THE “UNCONFERENCE”
MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON
14. 9. 2023 Ad spend may be heading back to the mid-single digit levels seen in the 2010s, but that hasn’t stopped clients from approaching Q4 ad spend with a general sense of uncertainty, agency executives say. Multiple, compounding issues are causing continued uncertainty. Lingering Covid outbreaks, labor issues, the writer’s and actor’s strikes and inflation have caused… Continue reading MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON
THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES
14. 9. 2023 Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES
TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD
13. 9. 2023 The Global TV Group recently released an updated version of its survey of how television is consumed around the world. The figures show that despite the rise of digital alternatives, traditional television remains attractive and attracts viewers with its diverse range of content. The survey shows that television is still very popular. Commentary on the… Continue reading TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD
POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION
12. 9. 2023 If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer. That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION
AS STREAMING CHOICES EXPAND, VIEWERS ARE MOVING TO AD-SUPPORTED SERVICES
8. 9. 2023 Nielsen’s Gracenote unit marks trend toward classic TV content. Amid the talk about how streaming services are pruning their libraries, there is still more than enough choice to make it difficult for viewers to figure out what to watch next. A new State of Play report by Nielsen’s Gracenote unit, looking at the United States,… Continue reading AS STREAMING CHOICES EXPAND, VIEWERS ARE MOVING TO AD-SUPPORTED SERVICES
THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL
8. 9. 2023 What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL
STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS
7. 9. 2023 It’s time to flip the calendar to September. This means both the children returning to school and settling into a standard work setup after a perhaps more relaxed holiday regime. But at the same time, the main video game season traditionally kicks off – and 2023 promises to be the most packed since the pre-covid… Continue reading STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS
TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS
6. 9. 2023 The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different – still living – languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the… Continue reading TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS
WHY TV’S NOT JUST A BRAND CHANNEL
6. 9. 2023 There are many marketing debates: Agency vs. in-house. Brand vs. Product. Creative intuition vs. data-driven design. And, of course, sales activation vs. brand-building. Marketing Architects have a look how to drive sales and brand, together, on TV in this article. Each week, we break down another marketing strategy so you can skip the hype and… Continue reading WHY TV’S NOT JUST A BRAND CHANNEL
HBBTV ASSOCIATION OPENS ENTRIES FOR HBBTV 2023 AWARDS
4. 9. 2023 The HbbTV Association is pleased to invite entries for this year’s HbbTV Awards. The contest will take place as part of the 11th HbbTV Symposium and Awards on November 28-29, 2023 in Naples. The HbbTV Awards will be held for the sixth time, showcasing and celebrating best practice and excellence in the HbbTV community. The… Continue reading HBBTV ASSOCIATION OPENS ENTRIES FOR HBBTV 2023 AWARDS
CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON
29. 8. 2023 Faced with the news that up to two-thirds of consumers are set to cut back on their Christmas spending this year due to the ongoing cost-of-living crisis, marketers and brands have a tough couple of months ahead of them. The data, revealed in a report commissioned by the IPA, showed that while shoppers will be… Continue reading CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON
