MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON

14. 9. 2023 Ad spend may be heading back to the mid-single digit levels seen in the 2010s, but that hasn’t stopped clients from approaching Q4 ad spend with a general sense of uncertainty, agency executives say. Multiple, compounding issues are causing continued uncertainty. Lingering Covid outbreaks, labor issues, the writer’s and actor’s strikes and inflation have caused… Continue reading MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON

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

14. 9. 2023 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… Continue reading THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

13. 9. 2023 The Global TV Group recently released an updated version of its survey of how television is consumed around the world. The figures show that despite the rise of digital alternatives, traditional television remains attractive and attracts viewers with its diverse range of content. The survey shows that television is still very popular. Commentary on the… Continue reading TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023 If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.  That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

AS STREAMING CHOICES EXPAND, VIEWERS ARE MOVING TO AD-SUPPORTED SERVICES

8. 9. 2023 Nielsen’s Gracenote unit marks trend toward classic TV content. Amid the talk about how streaming services are pruning their libraries, there is still more than enough choice to make it difficult for viewers to figure out what to watch next. A new State of Play report by Nielsen’s Gracenote unit, looking at the United States,… Continue reading AS STREAMING CHOICES EXPAND, VIEWERS ARE MOVING TO AD-SUPPORTED SERVICES

THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

8. 9. 2023 What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS

7. 9. 2023 It’s time to flip the calendar to September. This means both the children returning to school and settling into a standard work setup after a perhaps more relaxed holiday regime. But at the same time, the main video game season traditionally kicks off – and 2023 promises to be the most packed since the pre-covid… Continue reading STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS

TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS

6. 9. 2023 The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different – still living – languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the… Continue reading TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS

WHY TV’S NOT JUST A BRAND CHANNEL

6. 9. 2023 There are many marketing debates: Agency vs. in-house. Brand vs. Product. Creative intuition vs. data-driven design. And, of course, sales activation vs. brand-building. Marketing Architects have a look how to drive sales and brand, together, on TV in this article. Each week, we break down another marketing strategy so you can skip the hype and… Continue reading WHY TV’S NOT JUST A BRAND CHANNEL

HBBTV ASSOCIATION OPENS ENTRIES FOR HBBTV 2023 AWARDS

4. 9. 2023 The HbbTV Association is pleased to invite entries for this year’s HbbTV Awards. The contest will take place as part of the 11th HbbTV Symposium and Awards on November 28-29, 2023 in Naples. The HbbTV Awards will be held for the sixth time, showcasing and celebrating best practice and excellence in the HbbTV community. The… Continue reading HBBTV ASSOCIATION OPENS ENTRIES FOR HBBTV 2023 AWARDS

CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON

29. 8. 2023 Faced with the news that up to two-thirds of consumers are set to cut back on their Christmas spending this year due to the ongoing cost-of-living crisis, marketers and brands have a tough couple of months ahead of them. The data, revealed in a report commissioned by the IPA, showed that while shoppers will be… Continue reading CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON

TV ADVERTISING IN BRAZIL: SEDUCTIVE FEMALE BODIES, DIVINE PELÉ, AND CARNIVAL IN A HIGHLY CREATIVE PACKAGE

29. 8. 2023 Brazilians are creative, sensual, musical and are known for their good mood. No wonder their love of life and cheerful nature are mirrored in their advertisements. They are a reflection of the local people, their behaviour and their lives. Simply put, Brazilians are passionate about three things – women, football, and carnival. These three factors… Continue reading TV ADVERTISING IN BRAZIL: SEDUCTIVE FEMALE BODIES, DIVINE PELÉ, AND CARNIVAL IN A HIGHLY CREATIVE PACKAGE

THE TV BATTLE WILL BE TOUGH AGAIN. PRIMA WILL EXPAND ITS PORTFOLIO

28. 8. 2023 Prima group CEO, Marek Singer, expects a fierce autumn battle between the top three TV networks. He also confirms that Prima is interested in expanding its portfolio. Prima TV Group would like to increase its share of the television market in the autumn, which is to be supported by its new autumn schedule. It rests… Continue reading THE TV BATTLE WILL BE TOUGH AGAIN. PRIMA WILL EXPAND ITS PORTFOLIO

SURVEY: YOUNGER VIEWERS EMBRACE SUBTITLES

27. 8. 2023 Nearly six in ten Gen Z viewers prefer to watch TV with subtitles according to YPulse. A new study from YPulse suggests that subtitles are being widely adopted by younger viewers as they watch TV, with 59% of Gen Z viewers and 52% of Millennials reporting that they prefer to watch TV with subtitles. The… Continue reading SURVEY: YOUNGER VIEWERS EMBRACE SUBTITLES

STREAMING WITH INTENTION – CONNECTING WITH THE NEXT GENERATION OF VIEWERS

25. 8. 2023 Leaders from Braze, Roku, and McCann Worldgroup dissect the updated media landscape and how it’s consistently evolving. With more forms of media than ever before, marketers have to reimagine how they are connecting with younger audiences that have ever-evolving preferences. Astha Malik, chief business officer of Braze, sat down with strategists from Roku and McCann… Continue reading STREAMING WITH INTENTION – CONNECTING WITH THE NEXT GENERATION OF VIEWERS

OTT VIEWING TAKES OFF IN CZECH REPUBLIC

25. 8. 2023 The viewing of video content on the internet is growing by around a third each year in the Czech Republic. At the same time, according to the national transmission company CRA, the volume of transferred data is also growing at the same rate. CRA provides the infrastructure to broadcasters such as Prima and Nova, and… Continue reading OTT VIEWING TAKES OFF IN CZECH REPUBLIC

MIRACLES HAPPEN WHEN YOU BELIEVE IN YOURSELF. THAT GOES DOUBLE FOR BARBIE FOR OVER HALF A CENTURY

24. 8. 2023 The summer of 2023 is marked by "pink madness". Thanks to a hugely successful blockbuster movie, Barbie doll is making a comeback with all the pomp and circumstance. What makes the story of Barbie marketing so unique and worthy of emulation?

CZECH TOP SHOWS OF THE SUMMER: POLICIE MODRAVA, SPECIALISTÉ, MÍSTO ZLOČINU

24. 8. 2023 The top show of this year’s summer holiday broadcast was a rerun of the series Policie Modrava (Modrava Police). The most-watched non-legislative trio also included the series Specialisté (Specialists) and Místo Činu (Crime Scene). Policie Modrava (TV Nova) was the most-watched programme of this year’s holiday season with an average of more than one million… Continue reading CZECH TOP SHOWS OF THE SUMMER: POLICIE MODRAVA, SPECIALISTÉ, MÍSTO ZLOČINU