NEW CHRISTMAS CAMPAIGNS ARE ROLLING INTO THE CZECH MARKET LIKE A SNOWBALL

9. 12. 2024 | 13 min read As 2024 comes to a close, brands are in the final battle not only for a place in the sun but also for the contents of consumers’ wallets. Where does the Czech advertising market stand, and what weapons did advertisers use in this year’s Christmas ads, which began appearing in late October and early November?

CTV ADVERTISING LAUNCHES ALSO ON THE CZECH MARKET

9. 12. 2024 | 5 min read Video advertising on large screens of smart TVs (CTV) is starting to interest domestic advertisers as well. Within two years, its possibilities could become more widespread, a meeting between Adform and Tivio suggested.

NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT

8. 12. 2024 | 3 min read Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found.

WHO SITS IN FRONT OF THE TV THE MOST (NOT ONLY) AT CHRISTMAS? BOOMLAB KNOWS THE ANSWER

5. 12. 2024 | 3 min read TV advertising costs a lot of money. Too big to shoot in the dark. Let the relevant data from BoomLab's marketing lab help you shine a light. Find out exactly who is sitting on the couch in front of the TV at Christmas and how to reach them with expensive but still mega-effective TV spots. Few of us can go without TV Half of the Czech Republic watches TV every day. Another fifth at least a few times a month. On the other hand, only 5% of us do not watch TV at all. That is, much less than those who boast about it over hot tea in a café. The best way to sell fluffy slippers, geriavit and trekking poles is through a TV campaign, because almost everyone in their fifties and sixties sits on the couch in front of the TV. List, Android and family What else does the data say about people who have a remote control growing into the palm of their hand? They're more likely to be less educated, happy to read a magazine with a crossword puzzle and some deeply human story of a superficial celebrity. They are more likely to use Seznam to search, even nowadays they text on New Year's Eve and prefer Android to iPhone. In short, they're frozen ten or twenty years behind.

FROM THE KITCHEN RIGHT ONTO THE SCREEN. WHAT IS THE SECRET INGREDIENT FOR BRANDS WORKING WITH POPULAR CHEFS?

5. 12. 2024 | 16 min read The stars of the culinary world no longer dazzle with their creations on the plate - they also become icons who inspire advertising and shape trends. Combining their talent, charisma, and strong brands not only brings innovation in marketing but also a new perspective on how gastronomy can influence our everyday lives. How can combining culinary art with business reach customers, transform their expectations and strengthen the image of well-known brands?

ARTIFICIAL INTELLIGENCE IS HEADING TO CZECH TV SCREENS: PRIMA BROADCASTS AI ADS, NOVA “BETS ON PEOPLE”

5. 12. 2024 | 3 min read These humans look strange, I thought, as I was scrolling through my emails at the TV, my mind half elsewhere, and my eyes fell on the casting trailer for the new series of TV Prima's reality show Looking for Mom and Dad. Those people really looked weird, because they weren't human. In prime time of one of the biggest Czech commercial TV channels, they were really broadcasting a video generated by artificial intelligence. I was intrigued and thought: are we going to see more non-humans on our screens now? So I contacted the experts, as well as TV Prima, Nova and Czech Television. And it looks like we will.

CHRISTMAS WITH A NEW LOGO? “SNOOPIFIED” PUBLICIS GROUPE WISHES YOU ALL THE BEST

4. 12. 2024 | 1 min read In the group's traditional New Year's card, Snoop Dogg congratulates the "Publicizzles" Groupe on being the "top dog" among communications holdings.

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

3. 12. 2024 | 2 min read More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades.

FASHION BRAND VUCH ROLLS IT OUT FOR THE FIRST TIME IN A TV SPOT

2. 12. 2024 | 2 min read With the message that Vuch handbags are not just an accessory, but also a way to show confidence and joy - no matter where their owner goes - the first TV campaign of the young brand from Chrudim was created in collaboration with the creative trio Jinej gang.

EUROPEAN VIDEO SUBSCRIPTIONS ENTERING ‘STABLE MARKET PHASE’

30. 11. 2024 | 2 min read The European video subscription market is heading for a period of fewer growth opportunities, according to consultancy Oliver Wyman.

SEASONAL ADVERTISING VS EVERYDAY ADVERTISING

29. 11. 2024 | 12 min read Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock in Santa’s sleigh?

GLOBAL ADVERTISING SPEND TO PASS $1 TRILLION FOR THE FIRST TIME THIS YEAR

26. 11. 2024 | 2 min read Global advertising spend is on course to grow 10.7% this year to a total of $1.08trn, with online media leading the charge – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded - the new forecast represents a 0.2 percentage point (pp) upgrade on WARC’s last global forecast in August.

RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT

25. 11. 2024 | 3 min read The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase.

WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 | 2 min read When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every media channel has a different level of variation around its average ROI, which will depend on factors such as the range of formats available and the ability to get creative right. Channels like Linear TV and Print, for example, have low variation and so represent a lower risk investment. Channels such as Paid Social and Cinema, on the other hand, have higher variation and can therefore be regarded as a higher risk investment. While less predictable channels can yield a higher ROI than more predictable ones when they work well, they can also deliver a well-below-average return if they don’t. What it means Advertisers facing these trade-offs can run multiple optimal media mix scenarios, the report suggests: Thinkbox’s own Media Mix Navigator allows the choice of different levels of risk when assessing potential ROI.

FROM THE COMPETITION ADCE TAKES THE BRONZE TRIAD FOR BEER FROM THE AIR

25. 11. 2024 | 2 min read The "Beer from the Air" campaign, created by Triad Prague for Radegast, won bronze at the ADCE competition.

MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

24. 11. 2024 | 5 min read Last year's egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales.

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.

“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING

20. 11. 2024 | 1 min read The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.”