STUDY USA: WHICH BEER BRANDS WON WITH MUSIC IN 2022?

12. 3. 2023 | 2 min read Songtradr’s new Music of Beer report pours out plenty of insights around the most effective music choices for beer ads, Super Bowl success and which brands picked right in 2022. The data shows Heineken was the most strategic in its sonic decision-making, while Guinness… may be unfit to drive (at least when it comes to picking tunes for its TV ads).

CZECHS LIKE ACTORS THE MOST OUT OF FAMOUS PERSONALITIES IN ADVERTISING

10. 3. 2023 | 3 min read In terms of famous personalities in advertising, the Czechs most appreciate long-term cooperation, natural and persuasive speech or appropriate industry.

THE KING OF CONTROVERSY OLIVIERO TOSCANI

9. 3. 2023 | 9 min read The series of advertising creators, which we are presenting to mark the sixth anniversary of AKTV, presents important authors in the advertising sphere. Today, you will read about an inspiring creative who was not afraid to break boundaries and enriched the advertising field with many non-advertising topics. It’s Oliviero Toscani.

GRIZLY E-SHOP HEADS TO TV WITH NEW CAMPAIGN BY DARWIN & THE MACHINES

8. 3. 2023 | 2 min read Nut and health food brand Grizly is extending its communication from the e-commerce environment to ATL with the new brand campaign "Everyone can have a Grizly".

TV DRIVES THE MOST ATTENTION

5. 3. 2023 | 2 min read What is attention these days and why is it important for TV advertisers? These questions are answered by a compilation of facts gathered from research conducted globally by The Global TV Group.

BRANDS CAN BE A FORCE FOR GOOD

2. 3. 2023 | 2 min read Most consumers believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time, according to research from Ipsos.

SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

2. 3. 2023 | 14 min read Capturing the attention of the TV viewer is still one of the goals of marketers around the world. This field is becoming more and more complex as the market is filling up with all kinds of campaigns, so the consumer will appreciate those that are original, innovative and imaginative. But there is an old recipe that is still guaranteed to work - shock therapy. However, ad writers who manage to shock might still not pat themselves on the back after all. Marketing history is full of examples where not only did the desired effect not occur, but the response was strictly negative. Shock marketing is a category that, by its very nature, teeters on the edge. But we know of a number of campaigns that are universally considered good practice.

CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

1. 3. 2023 | 2 min read Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster.

THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

28. 2. 2023 | 7 min read Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 | 5 min read We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 | 5 min read Storytelling on television has been a key aspect of entertaining and engaging audiences for decades.

THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

21. 2. 2023 | 4 min read Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia.

STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT

20. 2. 2023 | 7 min read Video advertising in North America is more ‘pale and male’ than it has been since 2019, according to new analysis of 1m ads by global media delivery platform Extreme Reach. Melinda McLaughlin, the company’s CMO, shares how the analysis was done, what it means, and what happens next.

TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

18. 2. 2023 | 5 min read Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer.

HOW TO MARKET FOR THE HOLIDAYS

17. 2. 2023 | 4 min read Whether it is Valentine's Day, Christmas, Ramadan or even Single's Day, the holidays continue to be a time of big spending, and as such, a period of ambitious advertising. But amid growing economic uncertainty and shocking shifts in consumer behavior, the advertising industry can't just return to business as usual. No, marketers, it's time to be smarter about how you approach your upcoming holiday ad blitz.

TV RATINGS RETURNED TO PRE-PANDEMIC LEVELS LAST YEAR

16. 2. 2023 | 4 min read Last year, Czech viewers spent every day 3 hours and 25 minutes in average in front of the TV screen. It was almost the same as before the covid-19 pandemic.

HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?

15. 2. 2023 | 11 min read Remember when the conventional wisdom was that the future of television was ad-free, that subscription alone would suffice and that The People just wanted to binge. That was so 2021. The last two years have seen a rapid rise in ad-supported TV. Everything from the FASTs to ad-supported versions of all nine major SVOD services. Consumers don’t seem to mind it either, which is the real surprise. In fact, many seem to prefer it.

VALENTINE’S DAY BUDGETS GROW BEYOND FLOWERS AND CHOCOLATE

14. 2. 2023 | 4 min read Valentine's Day provides an opportunity for brand building, even segments without a hint of romance have a chance, writes Kateřina Nejedlá of Mindsquared.