THE FUTURE OF STREAMING IS ADS

2. 5. 2023 | 11 min read Call it FAST, call it AVOD, call it whatever you want. Free ad-supported streaming is having a moment, and it’s only going to get bigger from here.

STUDY: NEARLY 33% OF NEW STREAMING SUBSCRIPTIONS ARE ON AD-SUPPORTED TIERS; PEACOCK LEADS ALL AT 78%

2. 5. 2023 | 3 min read In these times of growing inflation, we all aim for some level of belt-tightening strategy. For some, that may mean canceling extra streaming services that they’re not using. For others, finding a cheaper option for the same content is more appealing. It seems that streaming services understand this dilemma and have continued to increase the amount of ad-supported plans available to consumers.

THE ‘GREEN HALO’ OF SUSTAINABILITY ADVERTISING

29. 4. 2023 | 2 min read Three in five people say sustainability messaging in advertising influences their brand choice, according to research from Sky Media.

WHAT THE EFFECTIVE 100 CAN TELL US ABOUT COMMERCIAL SUCCESS

26. 4. 2023 | 2 min read Commitment to brand purpose, tech innovation and breaking category norms lead to commercial success, a new report from WARC Creative finds.

SUCCESSFUL USE OF MUSIC IN ADS

26. 4. 2023 | 4 min read From the latest chart-topping hits from Taylor Swift and Beyoncé to classic rock songs of the 1980s and 90s to jazzy Frank Sinatra tunes and soothing Beatles melodies, there are many songs that make a lasting mark on us. In many ways, music influences culture and vice versa. So it’s no surprise that advertisers tap into music when building campaigns – the right song can take a good ad to an exceptional level and better support profit and market share gain.

TV ADS PRODUCE GREATER EFFECTS ON ADDRESSABLE AUDIENCES

25. 4. 2023 | 2 min read TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences, new research claims.

SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING

24. 4. 2023 | 2 min read Most brands have made some sort of commitment to becoming more sustainable but just 4% of ads contain any such messaging, according to analysis that finds brands are prioritising price messaging over sustainability.

DAN WIEDEN – THE CREATIVE MIND BEHIND THE BIGGEST BRANDS

21. 4. 2023 | 8 min read What comes to mind when you hear the slogan “Just do it”? Or “The man your man could smell like”? Nike and Old Spice - the brands that are inherently associated with them certainly spring to mind. But what was the path to their creation and who is behind the unique identity of these brands? We’re introducing Dan Wieden, the creative mind behind them.

8 ANALYST PREDICTIONS ON THE FUTURE OF CHATGPT AND GENERATIVE AI IN MARKETING AND RETAIL

21. 4. 2023 | 6 min read “[AI] really does raise the bar in terms of what people are going to expect from you,” our analyst Jeremy Goldman said on our recent “ChatGPT and Generative AI” panel.

FARM ŽIVINA ENTERS THE TV WORLD

20. 4. 2023 | 2 min read Farm Živina has launched its first TV campaign, in which it has bet on sponsor messages.

WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA

19. 4. 2023 | 3 min read Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings. Diverse and digital Gen Alfa comprises those born around 2012 through to now, meaning the oldest members of Gen Alfa are already 11 years old.

HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS

18. 4. 2023 | 6 min read Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments.

SPIR: INTERNET IS “UNDOUBTEDLY” THE FIRST, INVESTMENTS GREW BY 18% LAST YEAR

17. 4. 2023 | 4 min read Investment in online advertising in the Czech Republic grew by 18% year-on-year in 2020 to reach CZK 57 billion. According to the professional association SPIR, online is the strongest media type on the Czech market.

DISCOUNTERS BOOST TV INVESTMENT AS THEY LOOK TO MAINTAIN MARKET SHARE MOMENTUM

16. 4. 2023 | 3 min read Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.

THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED

15. 4. 2023 | 4 min read Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines.

NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT

14. 4. 2023 | 5 min read Television is great on its own, but even more valuable in the mix making other mediums more effective’

UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018

13. 4. 2023 | 3 min read Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.

STUDY USA: HOUSEHOLDS SPEND ALMOST 6 MINUTES LOOKING FOR CONTENT TO STREAM ON TV

13. 4. 2023 | 2 min read As U.S. consumers increasingly switch to connected televisions, finding something to stream in a sea of content offerings has become a challenge.