UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF

2. 11. 2023 | 2 min read Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows.

ANGLO-AMERICAN TRADITION WITH GLOBAL ADVERTISING REACH OR HALLOWEEN IS ROUND THE CORNER

31. 10. 2023 | 13 min read Preparations for Halloween are at their peak. And not just in the United States where this holiday is at home. Before trick-or-treaters hit the streets, the spooky season is making its presence known in the marketing world. Every year, companies race to see who can come up with the most original campaign. Halloween has been a traditional marketing domain for years, which makes it more and more difficult for brands every year. It is therefore appropriate to recall what has already been here in the past and worked well enough to build on. While you probably won’t shudder at most of these commercials, you would certainly be shaken by the sheer amount of brilliant creativity associated with this holiday! General Mills‘ Monster Cereals (1971-1987) Halloween is an essential part of American pop culture. In our country, it is more of an adopted tradition related to the marketing of specific brands and in this context, to the advancing globalisation. In the USA we encounter a number of icons that are quite closely linked to this spooky holiday, and it is therefore not surprising that they have appeared repeatedly in TV commercials since time immemorial. Monster Cereals are breakfast cereals that are not normally sold anymore. But they always appear on store shelves during the Halloween season, and for good reason. There are several lines, and each has its own mascot. These are animated parodies of well-known horror characters. For example, Count Chocula can be none other than the eponymous Count Dracula, while the stitched-together giant Franken-Berry is a fruity paraphrase of the famous monster Dr. Frankenstein. The Boo-Berry monster reminds many of Casper the ghost or any other inhabitants of the ectoplasmic world. In short, there are a whole host of them and for many decades Monster Cereals have been intrinsically linked to Halloween celebrations. And since there have been many more of them over the years, you can still count on cereals with Count Chocula, Franken-Berry or Boo-Berry to be reliably sold out on the eve of the Day of the Dead.

DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

28. 10. 2023 | 4 min read The latest EMEA Spotlight, 'Drivers of brand growth', celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen?

INTENSIVE USERS OF SOCIAL NETWORKS ARE MUCH LESS BOTHERED BY ADVERTISING, THEY EVEN FIND IT ENTERTAINING

23. 10. 2023 | 1 min read Kantar has found that frequent social media users are much more positive about online advertising than the general population.

TARGETING TESTOSTERONE? TV AD MUSIC MORE LIKELY TO APPEAL TO MEN

23. 10. 2023 | 1 min read Popular TV ads are more likely to license music that appeals to men instead of women, according to a new study from Songtradr. AI sonic analysis technology from Songtradr examined the top 50 TV ads with licensed songs this year (by household TV ad impressions, per iSpot), and found the average music selection skewed toward music that men are more likely to prefer.

FORUM MEDIA CONFERENCE HAS PUBLISHED ITS PROGRAMME

18. 10. 2023 | 2 min read In just three weeks Forum Media - the largest conference in the Czech Republic focused on media, marketing and communication - will take place. Check out the full programme, it's worth it!

MEDIA CLUB TO INCREASE TV ADVERTISING PRICES BY 22% IN 2024 AND CHANGE TARGET AUDIENCE

11. 10. 2023 | 3 min read The price of TV advertising on stations represented by Media Club will increase by at least 22% next year. The basic target group is also changing to 18-69.

“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV

9. 10. 2023 | 10 min read Marketers are reportedly falling out of love with TV - but what do creatives think about the future of the medium?

LAW OR ETHICS? ADVERTISING BENEFITS FROM BOTH FORMS OF REGULATION SEAMLESSLY BUILDING ON EACH OTHER

5. 10. 2023 | 16 min read Many marketers come to a crossroads in their professional career where they have to evaluate whether their creative idea is suitable for public presentation or whether it is unnecessarily teetering on the edge of ethics and good taste. This is a decision on which the future of the promoted brand may depend, so it is 100% advisable to think twice. Fortunately, there are imaginary directives that roughly outline what is allowed and what is not. Generally speaking, this is the concept of ethical marketing, but it needs to be evaluated in some way both by states and by business and industry players. The Czech republic is no exception to this and advertising is thus limited by boundaries originating in public and private space. Let’s learn a lesson from the violation of the code of ethical advertising, taking a look at some of the spots that have been banned from the airwaves by the advertising council for various reasons. And let everyone get an idea of the concept of advertising that is already teetering on the imaginary edge. ARE WE LIVING IN THE ERA OF ETHICAL MARKETING? In the past, the issue of morality and ethics has led to the emergence of an industry with a specific focus - the so-called ethical marketing. The main idea is based on the simple premise that reputation is one of the basic intangible assets available to companies. Accordingly, great demands are placed on marketers, as they must bear in mind not only the protection of their own brand but also that of consumers, specific categories such as children or ethnic minorities, as well as society as a whole. Simply put, they take responsibility for ensuring that the brand they represent communicates honestly, accurately and with respect for human individuality and dignity.

STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

26. 9. 2023 | 6 min read New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud.

QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

25. 9. 2023 | 11 min read Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content.

NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION

25. 9. 2023 | 7 min read Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it's unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.

TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

22. 9. 2023 | 5 min read TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023.

HOW TO IMPROVE ADVERTISING PAYBACK

21. 9. 2023 | 2 min read Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability.

STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING

21. 9. 2023 | 3 min read Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced.

STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

19. 9. 2023 | 2 min read Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.

WHAT NEW RESEARCH REVEALS ABOUT SLOGANS

18. 9. 2023 | 4 min read According to dictionary.com the word slogan is defined as “a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.”

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

14. 9. 2023 | 8 min read Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a look into space. THE FIRST TV AD IN THE WORLD WITH A CZECH FOOTPRINT We have already written about the world’s first television advertisement for Bulova watches, which aired on 1 July 1941 on WBNT, in an article about TV advertising in the USA. However, you may not know that Czechia, or rather a Czech native, has a share in this first spot. In 1875, during the golden era of industrial development in America, a Czech immigrant Josef Bulova (born in Louny) opened a jewellery shop in the centre of New York. Soon after, he began to produce his own watches with his name on the dial. And it was at that moment that the history of a global brand started. Bulova’s watches not only made it to the moon but were also the first product ever to be featured in a television ad.