THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

26. 3. 2024 | 9 min read TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of the TV ads that have captured the hearts of consumers with compelling creative, providing brands with wider awareness and higher sales. THE STATISTICS ARE CLEAR Research shows that the influence of social networks is overestimated, and we need to stick to the figures. Statistics show that television has a totally unrivalled reach. According to a measurement carried out in Canada between May and September 2023, television reached 83% of adults, 72% of teens, and 68% of kids.

TV TUNES IN TO SUSTAINABLE ADVERTISING

26. 3. 2024 | 8 min read This month saw the release of a new book aimed at guiding industry efforts on sustainability. ‘Sustainable Advertising: How Advertising Can Support a Better Future’, written by Matt Bourn, Director of Communications at the Advertising Association and Ad Net Zero, and Sebastian Munden, Chair of Ad Net Zero, lays out a manifesto for how advertising can help build a sustainable economy, and identifies some of the companies helping the industry make progress towards net zero emissions.

YOUNG LIONS KNOWS THE WINNER.

25. 3. 2024 | 3 min read The judges and organisers of the competition for young creatives in the communications industry have announced the winners of this year's national round of the Young Lions competition.

WARC REVEALS THE MOST EFFECTIVE CAMPAIGNS

24. 3. 2024 | 3 min read The top campaign of last year is the Shah Rukh Khan-My-Ad project, according to successes in effectiveness competitions tracked by WARC. Who else succeeded?

FAST CHANNELS: RAKUTEN TV HAS SPORTS, MOVIES AND MUSIC FOR FREE AND LEGALLY

21. 3. 2024 | 5 min read FAST channels are a phenomenon that has so far avoided the Czech Republic. The viewer only needs to press a button on the remote control to enter their world.

TV ADVERTISING IS NOT EXPENSIVE. IT OFFERS A HIGH RETURN ON INVESTMENT AND CAN BE AFFORDED BY SMALLER COMPANIES

21. 3. 2024 | 7 min read Quite often we encounter the myth that television as an advertising medium is expensive. But the reality is quite different. The magic term in TV advertising is “return on investment”. Television as a medium has an incredibly high return on investment because it has the greatest potential to reach and engage mass audiences, create brand awareness, have an emotional impact and generate sales. Even though competition from other platforms such as social media is continuously increasing, TV still generates better results than advertising done through other media channels.

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024 | 4 min read Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned.

E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS

18. 3. 2024 | 5 min read Campaigns in traditional media bring e-shops an increase in brand awareness, as well as a contribution to overall turnover. This came out of the discussion at the Eshopista meeting.

THE FRIENDLIEST DAY OF THE YEAR IS HERE. GUINNESS BREWERY ON ST. PATRICK’S DAY PROVES TIME AND TIME AGAIN THAT EVERYONE HAS AT LEAST A DROP OF GREEN BLOOD IN THEM

17. 3. 2024 | 14 min read Your favourite pub may soon be turning green too, as 17 March is fast approaching and with it comes the exuberant celebrations of the friendliest holiday of the year, St Patrick's Day. Every year it's a big event in the marketing world too - and while typically Irish brands obviously dominate with their campaigns, it's certainly not an occasion they've usurped for themselves. In fact, a certain sense of 'Irishness' has long been defined not just by nationality, but more importantly by a specific mindset and belief in certain shared values. Yet there is one brand to which we owe the popularisation of this idea - and that is why it is impossible to celebrate St Patrick's Day without the name of one of the world's oldest breweries being mentioned at least once.

STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

15. 3. 2024 | 3 min read A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators.

CZECH BEDDING MANUFACTURER LEJAAN ENTERS THE TV CAMPAIGN

15. 3. 2024 | 3 min read The Czech bedding manufacturer Lejaan launches a TV campaign and looks for a way to reach forty-somethings.

TELEVISION HAS THE HIGHEST TRUST AND ATTENTION. THESE FACTORS MAKE IT MORE POWERFUL THAN OTHER MEDIA

14. 3. 2024 | 8 min read Advertising on TV still holds all the aces to show advertisers that it is exactly the part of the marketing mix to ensure effective achievement of objectives and increased sales. The myth that TV has no advantages over other media in the digital age does not hold up. Its effectiveness and performance have not been undermined by the expansion of social media without which today’s younger generation cannot do. What is behind television’s strong position as an advertising medium? The answer is simple: its credibility and the ability of TV advertising to gain and hold the attention of the audience.

HOW TO MAKE EFFECTIVE TRAVEL ADS?

12. 3. 2024 | 8 min read Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Features of Engaging Travel Ads Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

SUPER BOWL: CELEBRITY IS NOT NECESSARY FOR ADVERTISING SUCCESS

12. 3. 2024 | 7 min read Not every Super Bowl ad this year had to have a celebrity or exaggerated humor to be effective and successful, an Ipsos analysis shows.

MEDIA STRATEGY: PHD INVESTS THE MOST IN TV ADVERTISING

12. 3. 2024 | 2 min read Auditing firm Media Strategy presents data as part of its PPA Ranking for the full year 2023.

ADVERTISING’S AI REVOLUTION IS COMING – AND ITS ROLE IN MEDIA MAY BE DIFFERENT THAN YOU THINK

12. 3. 2024 | 5 min read It seems inevitable that artificial intelligence will transform advertising. But it’s not just going to be about chatbots writing taglines or algorithms tailoring creative on the fly. Instead, the biggest impact will be quieter, more fundamental, and far-reaching: a dramatic shift in the supply curve for quality reach, because, as most people in marketing focus on AI’s effects on advertising content, it also has the ability to up-end video content creation across the board.

U.S. TV HOUSEHOLD DATA REVEALS SHIFTING TRENDS IN HOW AUDIENCES ACCESS CONTENT

11. 3. 2024 | 4 min read With so much focus in the media industry on the changing TV landscape, it goes without saying that understanding audience behavior is critical. But advertisers, agencies and publishers need to know more than just what audiences are watching to best serve their clients. They need to understand as much about the audience as they can, including how they access TV content.

DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK

9. 3. 2024 | 4 min read Celebrities and product advertising have been matched together since the ancient days of marketing. Authenticity wasn’t a big concern back in the day—it was just the way things were done, and often with great results. Whether it was the endorsement or the sheer visibility that moved the needle is a discussion for another day, but a large part of the ad industry is still built around this pairing, although with diminishing impact on an integrity-starved digital culture.