ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

20. 2. 2024 | 2 min read More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets.

NEW TYPE OF SMART TV ADVERTISING REACHES UP TO FOUR MILLION PEOPLE

20. 2. 2024 | 3 min read How to engage viewers who don't watch traditional TV? Advertising directly in the Smart TV operating system can be the solution.

STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

20. 2. 2024 | 3 min read 2 minutes or less per pod boosts improves impact and viewer experienceg

HOW TO USE ATTENTION TO DRIVE SALES

16. 2. 2024 | 3 min read Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive.

GET IN LINE: WHY 2024 WILL BE THE YEAR OF LINEAR

16. 2. 2024 | 6 min read This year, the pendulum will swing back towards talent from technology as this industry rediscovers what made it special, writes the editor-in-chief.

A QUARTER OF THE POPULATION “ADMITS” TO ADVERTISING INFLUENCED PURCHASES

16. 2. 2024 | 3 min read On the one hand, advertising is perceived as an obvious part of modern life (64%), its importance for the existence of independent media (63%) and its importance for the country's economy (62%) is acknowledged, but on the other hand, its influence as a manipulator (82%) promoting unnecessary consumption (70%) is negatively assessed. The ambivalent attitudes reflect the complexity of advertising as a social phenomenon, which entails its positive and negative evaluation recorded throughout the survey.

FORECAST: GLOBAL AD SPEND TO GROW FASTER IN 2024

16. 2. 2024 | 1 min read Insider Intelligence forecasts that worldwide spending in digital, traditional, and total media ad spending will all grow faster in 2024 than they did in 2023 (when growth amounted to 0.5 per cent YoY).

SUPER BOWL LVIII COULD BE MOST WATCHED EVER

13. 2. 2024 | 1 min read It seems counter intuitive in these days of streaming and on demand, but CBS says that its coverage of Sunday’s Super Bowl was the most watched broadcast in history.

FORECAST: GLOBAL AD SPEND TO GROW FASTER IN 2024

8. 2. 2024 | 1 min read Insider Intelligence forecasts that worldwide spending in digital, traditional, and total media ad spending will all grow faster in 2024 than they did in 2023 (when growth amounted to 0.5 per cent YoY).

SURVEY USA: 36% PLAN TO STREAM THE SUPER BOWL

8. 2. 2024 | 4 min read The annual Adtaxi Super Bowl Viewership survey highlights both the ongoing shift towards streaming media and the potential impact of Taylor Swift on the game’s audience.

SUPER BOWL ADS SHOW STORYTELLING DECLINE

7. 2. 2024 | 1 min read Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot.

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024 | 1 min read iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

DANIEL GRUNT: THE DEMAND FOR ADVERTISING ON NOVA DID NOT DECREASE AFTER THE PRICE INCREASE, QUITE THE OPPOSITE

6. 2. 2024 | 2 min read Advertising in linear broadcasting will continue to account for more than half of the Nova Group's revenue in 2030, says TV Nova CEO Daniel Grunt in an interview published in the current issue of MAM 06/2024.

AMPERE: CONTENT SPEND TO GROW 2% IN 2024

5. 2. 2024 | 2 min read The combination of election-related investment and a return to production following the Hollywood strikes are leading to a boost in spending on content.

THE RIGHT WAY TO BUILD YOUR BRAND

5. 2. 2024 | 15 min read The best ad campaigns make a memorable, valuable, and deliverable promise to customers.

HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES

2. 2. 2024 | 5 min read EssenceMediacom’s strategy chief reveals new research into media channel signalling strength.

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 | 7 min read Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I believe deserve a little more attention than he has given them. Tom's GUIDE to more memorable creative Before I go further, I just want to reorder an important summary of advertising principles that Tom provides in his article. Simply re-ordering his five principles gives us a nice little acronym: GUIDE.

ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW

31. 1. 2024 | 2 min read A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017.