THE MARVEL PHENOMENON: COMICS AND TV ADVERTISING IS A GREAT DUO

16. 9. 2024 | 10 min read Marvel is a ticket to a world of superheroes transcending generations and cultures. Characters like Captain America and Spider-Man bring values of courage and tenacity to the advertising landscape. They reinforce not only the story embedded in the campaign but also the brand itself. Creative agencies and advertisers across all sectors – from cars to fast food – are successfully riding a Marvel wave that is not about to dissipate. On the contrary, it grows stronger with every new film launched.

TV VIEWERS. WHO ARE THEY AND HOW DO THEY SPEND THEIR TIME WITH AND WITHOUT TV?

3. 9. 2024 | 7 min read There has long been a debate among media professionals and marketers about what it actually means to watch TV. As there’s nothing worse than conjecture, we asked people. Viewers. And as you might expect, watching TV means something different to everyone, and mostly, it doesn’t mean just one thing.

INVISIBLE BRANDS DON’T SELL — WHY BUILDING REACH IS FUNDAMENTAL TO BRAND GROWTH

29. 8. 2024 | 4 min read In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth. We all know how complex the media landscape is. When commercial TV was a one- or two-channel affair, with no competition from the internet, there was a highly bankable relationship between ad investment, audiences, and the likely ROI for running ads on TV. Now, everyone is a TV channel (more or less). There is a clash between internet users and TV audiences that is in no way helpful to marketing investment planning. Luckily, there are armies of measurement vendors on hand to help marketers better navigate these waters.

2024 MOVING IMAGE STUDY: STABLE HIGH LEVEL OF BROADCASTER CONTENT USAGE

23. 8. 2024 | 5 min read According to a recent study conducted by RTR Medien in cooperation with the TELETEST working group, broadcasters account for 77 per cent of the use of moving images. Companies offering streaming services and video services are not increasing their reach. The trend highlighted in the previous year’s study continues.

CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

22. 8. 2024 | 2 min read Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB.

STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

10. 8. 2024 | 3 min read Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research.

THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

9. 8. 2024 | 4 min read This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times.

TELEVISION IS THE MOST IMPORTANT CHANNEL IN THE VIDEO UNIVERSE

9. 8. 2024 | 5 min read At the Screenforce Day conference in Zurich earlier this summer, Screenforce Switzerland presented a new study Die Welt der Screens, which focused on the analysis of the devices and channels that viewers in Switzerland use to consume video content. The conclusions of the study are clear. The most used device for watching all TV content is the big screen, with the mobile phone catching up in the news segment.

DOES THE FUTURE BELONG TO SHORT VIDEOS?

5. 8. 2024 | 2 min read According to Hubspot research, 62 percent of consumers have viewed video content to gain information about a brand or product. But what's the difference between short and long videos, and what are their benefits? We wrote about this in the last issue of MAM - a double issue 32-33/2024.

HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

1. 8. 2024 | 3 min read The proliferation of ad-supported subscription and free streaming video platforms is apparently resonating with viewers.

KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 | 4 min read Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV.

ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

17. 7. 2024 | 13 min read When we think of the advertising of the future, we might think of the famous scene from the movie Minority Report, where John Anderton, played by Tom Cruise, walks through a department store trapped in a tangle of marketing messages that, after scanning his retina, offer him tailored advertising.

STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

6. 7. 2024 | 4 min read A new study from FreeWheel, Comcast’s ad-tech unit, found that it’s not commercials that viewers dislike. Rather, it’s the way ads are handled that hurts their experience.

KVIFF 2024: CZECH TV STREAMING AMONG FILMMAKERS, SOCIAL NETWORKS AS A MAGNET FOR VIEWERS

1. 7. 2024 | 3 min read On the first day of the Industry section of the festival, a debate on Streaming Media and the Attention Economy took place.

CREATIVE FACTORS HAVE A HIGH IMPACT ON ADVERTISING EFFECTIVENESS

25. 6. 2024 | 1 min read Creativity is one of the most important factors in advertising, says Simon Tunstill of Thinkbox, commenting on a new UK study by Accelero.

ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

30. 5. 2024 | 3 min read Pay per impression and even impression viewability metrics are no longer enough in digital advertising today. The key is the attention the ad gets, writes Zuzana Horáková from Omnicom Media Group.

CTV HAS HIGH AD USAGE AND ACCEPTANCE RATES, WHICH IS ATTRACTIVE TO ADVERTISERS, A NEW GOLDBACH STUDY FINDS

22. 5. 2024 | 9 min read More than half of respondents find advertising on connected TV acceptable and informative, according to a new Goldbach study. The study also found that advertising on CTV has an activating effect, with a third of respondents remembering the ads and using them to learn about products and ultimately buy them.

DANIEL TVRZ: WE WILL ALSO INTRODUCE ATTENTION AS A PURCHASING METRIC

20. 5. 2024 | 11 min read More and more clients are realising that their production has an impact on the environment, even in the field of advertising communication, says Teads' chief executive Daniel Tvrz.