TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED

7. 3. 2024 | 8 min read The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.

DESPITE THE BAD PRESS, TV SHOULD PROVE RESILIENT IN 2024

6. 3. 2024 | 8 min read SVOD has reached saturation point, presenting opportunity for linear TV as it continues to adapt and innovate.

HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024

5. 3. 2024 | 6 min read The convergence of commerce and TV is not merely a fleeting trend but presents a seismic shift in the ecosystem, writes LiveRamp’s Will Keggin.

FLE MEDIA AWARDS 2024 OPENS FOR ENTRIES

4. 3. 2024 | 2 min read The 19th edition of the Fle Media Awards (Flema), a competition for innovative use of media and creative approaches to media investment planning, is now open.

JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?

1. 3. 2024 | 5 min read In an interview with AdForum, Jenna Studt, "social strategy director" at Critical Mass, says employers and brands need to actively engage in culture, sustainability and social responsibility to reach Generation Z.

TV IS HERE FOR EVERY GENERATION, EVEN IF EACH CONSUMES IT IN A DIFFERENT WAY

29. 2. 2024 | 7 min read Is it said that TV is not for the young? This is another one of the strongly entrenched myths about television. The reach of linear TV is far from limited to older consumers who are usually not keen users of digital media or other entertainment. Data shows that young people still watch professionally produced TV content, just to a slightly lesser extent than older viewers. From an advertiser’s point of view, it would be very short-sighted to think that TV should only be targeted at the older generation.

AUTHORS OF EVERYDAY LIFE. ARE THE “ANONYMOUS” CREATORS OF TV ADS GETTING THE RECOGNITION THEY DESERVE?

28. 2. 2024 | 15 min read The word "author" automatically creates a kind of aura of uniqueness around itself. However, this romantic notion is not so relevant today - an author is not just some guru who creates a work of art that future generations will learn about through textbooks. Today, virtually anyone can be an author. This is especially evident in the world of television advertising, where big names are the desired but rarer exception. Of course, the so-called auteurs offer a databank of examples of good practice, and it is appropriate to return to them, but it is not appropriate to think that the creative team of an advertising agency performs a diametrically different activity. So what is it really like with authorship and auteurism in TV advertising? How do you turn an ad into a work of authorship? In terms of craft authorship, television advertising is a discipline similar to film or television series. It differs, of course, in the subject matter and the purpose for which it is created, but the creator must go through a de facto comparable process. As a result, a television advertisement communicates its main message in the same way as any other work. And, logically, there are three main channels of communication.

CELEBRITIES IN ADVERTISING INFLUENCE PEOPLE’S ATTITUDE TOWARDS A BRAND

27. 2. 2024 | 4 min read Celebrity ads grab people's attention more than any other ads. Actors have long been the most popular, according to research by Ressolution Group and Nielsen.

ADFORUM PRESENTS THE MOST APPRECIATED CAMPAIGNS OF 2023

26. 2. 2024 | 3 min read According to the seventh annual Business Creative Report study, the most awarded campaign of last year was McEnroe vs. McEnroe. Which others succeeded?

MARKETERS KEEP ADDING TECH DESPITE FEELING OVERWHELMED BY TOO MANY TOOLS

24. 2. 2024 | 2 min read Nearly two-thirds (65%) of marketers are prioritizing technology over creativity, a new study from Clevertouch Consulting found.

IT’S ALL TV: STOP SILO-ING IT BY DELIVERY METHOD

22. 2. 2024 | 3 min read Dave Morgan reflects on how we currently view the world of television and total video.

BRANDS SHOULD LEAN INTO LOYALTY

22. 2. 2024 | 1 min read More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold.

TELEVISION HAS A FUTURE AS A MEDIUM. NEW DATA DEBUNKS MYTHS ABOUT TV AND TV ADVERTISING

22. 2. 2024 | 6 min read Television is still one of the most popular leisure activities in Czech households. This is the conclusion reached by the association of television organizations in its new report, stating that viewers over the age of 15 spend three hours and forty-four minutes a day watching television. TV’s effectiveness, huge reach to a wide audience and other benefits make it clear that advertising on tv makes much sense for brands even in the digital age. And it is time to deal vigorously with the myths about TV and TV advertising. Long History and Strong Position of Television Advertising Television advertising has been around for decades and has survived the digital age. Despite all the new developments, TV remains one of the most powerful advertising platforms and still holds its position as the most compelling and trusted media channel. According to Peter Field, television has never been a more effective advertising channel than it is today.

NPAW: VOD, LINEAR TV VIEWING INCREASED IN 2023 FOR FIRST TIME IN TWO YEARS

22. 2. 2024 | 3 min read Viewers worldwide viewed more on demand and linear TV than in the previous two years, according to NPAW’s 2023 Video Streaming Industry Report released this week.

CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

21. 2. 2024 | 3 min read Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report. Why you should read the report The Future of Media 2024 takes a look at platform power in the era of AI, the current state of linear TV, the future of attention measurement, and the growth of in-game advertising.

SUPERBOWL 2024: THE BIGGEST DAY IN AMERICAN FOOTBALL AND MARKETING

21. 2. 2024 | 4 min read Pool parties with T-Rex, Beyonce in orbit and what $100,000 looks like. Tuesday's Superbowl brought that and more back for another year. For those who don't know it, the Super Bowl is an event that millions of fans around the world anticipate every year.

NOVA COLLABORATES WITH LAFLUENCE ON INFLUENCER MARKETING

21. 2. 2024 | 2 min read The influencer marketing team, which was created within the commercial department of TV Nova, cooperates with Lafluence agency on campaigns for TV clients mainly in the social media environment.

CONSUMERS ARE WARMING UP TO ADS ON STREAMING – IF IT MEANS SAVING MONEY: HUB

21. 2. 2024 | 4 min read American consumers are warming up to the idea of advertising on streaming and increasingly open to opting for ads in exchange for savings on their monthly subscription bill, new data from Hub Entertainment Research finds.