HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

25. 1. 2026 | 8 min read Read about creating messages that resonate with consumers well beyond the Big Game.

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

28. 12. 2025 | 5 min read 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 media, such as news brand sites and television, are more visible, more memorable, and deliver key business effects, including profit.

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

19. 12. 2025 | 6 min read 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, according to a webinar entitled The Creative Dividend.

TRUST MATTERS – AND TV EARNS IT

22. 11. 2025 | 4 min read In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action.

WORLD TELEVISION DAY AND HIGHLIGHTS ITS IMPORTANCE AS A MEDIUM THAT SIGNIFICANTLY IMPACTS PEOPLE’S LIVES AND ADVERTISERS’ BUSINESS SUCCESS

21. 11. 2025 | 3 min read World Television Day, which falls on 21 November, aims to highlight the contribution of television as a symbol of communication and global connectivity between people and nations. This year's event is a reminder of the importance of a medium that has been with us for more than seventy years.

THIS YEAR’S AVALANCHE OF CHRISTMAS CAMPAIGNS IS ALREADY ROLLING IN, BRINGING DEEP EMOTIONS AND SOCIAL THEMES WITH IT

20. 11. 2025 | 6 min read The leaves have not even all fallen from the trees yet, and the media are already teeming with Christmas campaigns. This year, brands have set out on their Christmas offensive very early indeed. And once again, we can look forward to a flood of time-tested sentiment, nostalgia and emotional stories. Some advertisers, however, are also striking a financial chord this year — which is hardly surprising in the current challenging times. What heavy Christmas artillery have famous brands prepared for consumers this year?

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

17. 11. 2025 | 5 min read 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 owners are now emphasising ‘video’ to justify why they should be seen as on par with linear TV, BVoD, and the likes of Netflix. But even within the two ‘places’ of linear TV and video, audiences are splintering further.

CHRISTMAS CREEP IS HERE AGAIN

3. 11. 2025 | 2 min read Brands and retailers on both sides of the Atlantic are bringing forward the launch of their holiday advertising campaigns, partly in response to consumers bringing forward their spending plans. What’s happening

FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT

3. 11. 2025 | 8 min read The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what extent a viewer actually takes in the advertising message.

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 11. 2025 | 3 min read The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached.

MARK RITSON AT THE VISION 2025 CONFERENCE: TELEVISION ADVERTISING OUTPERFORMS DIGITAL IN KEY AREAS – EMOTION AND ATTENTION

20. 10. 2025 | 6 min read In an inventive presentation, Mark Ritson channels Steve Jobs, presenting an alternative reality in which television and television advertising are only being invented today. This stylisation has a single aim: to show how dramatically we underestimate a medium that we have long had at our disposal, and to highlight the fundamental advantages that television advertising offers over everything we now label as “modern digital marketing”.

MUSIC DRIVES ADVERTISING PROFITABILITY

20. 10. 2025 | 3 min read A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the paradox has been that, for all its power, the use of music has been a kind of alchemy rather than an evidence-based set of ideas that can help make advertising better.

BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

17. 10. 2025 | 4 min read Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That's according to new research from the IPA, led by Les Binet and Will Davis.

INTERACTIVE ADS ARE BECOMING A CORNERSTONE OF CTV ADVERTISING

16. 10. 2025 | 2 min read Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences.

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

7. 10. 2025 | 3 min read Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab.

A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

29. 9. 2025 | 8 min read The media landscape is more fragmented than ever. Consumers spend time across dozens of platforms, and their attention is divided into brief, sometimes fleeting moments. At the Cannes creativity festival, Grace Kite—an economist, founder of Magic Numbers and Vice-President at Analytic Partners—showed that there was no need for pessimism and that this development did not necessarily pose a threat to brands. Quite the opposite: fragmentation can become an opportunity and a route to growth. Her presentation, How Can You Build a Big Brand from Lots of Littles?, demonstrated that a brand can be built through brief, seemingly minor interactions—provided that they are considered in aggregate.

EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL

26. 9. 2025 | 11 min read At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and new technologies, and improve customer experience. The takeaway? Consistency is a creative superpower that can protect brand value and increase brand strength over the long term.

CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?

26. 9. 2025 | 2 min read Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey.