WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

30. 10. 2022 As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others.

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

28. 10. 2022 This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study - a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the study (conducted in 2016) uncovered a chasm between the media consumption habits of the UK public and media professionals. We commissioned Ipsos to see whether this has changed.

THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022 When the harsh reality of an economic recession hits companies, most of them tend to respond somewhat schematically according to the established rules of business logic. However, the more statistical data we have, the more clearly we see that these rules may not be as logical as they may appear at first sight. While in a worsening economic climate CEOs are cutting what they consider “unnecessary” costs - with advertising and marketing traditionally being the first to be cut - marketing experts advise exactly the opposite approach. Experts agree that you can advertise your services and products happily during a boom, but you absolutely must advertise during a recession. Why don’t companies realise this? INFLATION DOES NOT HAVE TO BURY MARKETING COMPLETELY We can draw useful data from an examination of the market response to the economic recession of the early 1980s. Just like today, it was triggered by the global energy crisis - at that time it was caused by the Iranian Revolution. As a result of that geopolitical upheaval, the price of oil began to soar. Later, this period became known in history as the ‘oil shocks’ that drove already high inflation in the Western world into double digits. Historians agree that this was the biggest economic crisis since the Second World War.

ADS FOR THE RIGHT BRAIN ARE MORE EFFECTIVE BUT THERE ARE FEWER OF THEM

25. 10. 2022 ADS ACTIVATING THE RIGHT HEMISPHERE OF THE BRAIN ARE MORE EFFECTIVE AND attract MORE ATTENTION, BUT THEY DIMINISH OVER TIME. THIS WAS one of The findings presented by ORLANDO WOOD AT THE BRAND MANAGEMENT CONFERENCE

TV NOVA TO INCREASE THE ADVERTISING COST BY 12% FOR 2023

24. 10. 2022 TV Nova will partly reflect the price increase in its business policy for 2023. it will increase its TV advertising cost by 12%.

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022 The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video.

CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022 Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the ‘silver generation’.

MEDIA CLUB TO INCREASE TV AD PRICES BY 14% ON AVERAGE

19. 10. 2022 The media agency Media Club will increase the basic CPP by 14% on average in 2023.

HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS

19. 10. 2022 As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

STUDY: TV ADS TWICE AS MEMORABLE AS MOBILE ADS

17. 10. 2022 Comcast Advertising has released a report titled TV Makes Memories highlighting how ads in the television environment have a unique ability to drive memories – suggesting this is due to three factors of engagement that are important for branding outcomes: attention, connection and repetition.

THE AKTV CONFERENCE WILL TAKE PLACE ON NOVEMBER 22, 2022

14. 10. 2022 The Association of Commercial Television announced today the date of this year's conference, ScreenVoice TALKS, which will take place on November 22, 2022 at Spojka Karlín.

ADVERTISING FAILS THE AGE TEST

14. 10. 2022 Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But this group accounts for nearly one-third of the UK population; for 65% of TV impressions and 60% of the UK’s wealth, a recalibration of target audiences may be in order.

CHASM BETWEEN INDUSTRY’S VIEW OF MEDIA HABITS AND REALITY SHRINKING, STUDY FINDS

12. 10. 2022 While the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation.

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 4 strategies that can improve brand relationships and increase ROI

BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING

10. 10. 2022 When the internet started entering large numbers of American homes in the mid-1990s, predictions of the inevitable demise of television began almost immediately. By 2010, when the US pay TV industry recorded its first ever decline in subscribers, those pronouncements became more dire than ever. But time and data have repeatedly shown us that reports of TV’s death have been greatly exaggerated.

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

6. 10. 2022 How to make TV’s cross-platform incremental reach work for your brand?

NICE CONTENT IS NOT ENOUGH FOR EFFECTIVE NATIVE ADVERTISING

5. 10. 2022 The best brand studios of native advertising should definitely not lack marketing experts, says international speaker at this year’s Seznam forum, Jesper Laursen.

HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED

3. 10. 2022 We are living in a time of climate crisis and there is no point in turning a blind eye to it any longer. This is how one could sum up the efforts of many global companies that are giving more and more space to the environmental protection and sustainability in their advertising and marketing campaigns. It is clear that specific actions remain the responsibility of each of us, but these authorities can contribute to a complicated and heated public debate with their attitude and opinion. However, marketers should keep one thing in mind - the “preach water and drink wine”approach is becoming even more fatal in this peculiar discipline. Examples of good practice from abroad will give you a clue as to how to master this difficult task. ADVERTISING REVOLUTION IN the shades of GREEN At the turn of October and November last year, Glasgow, Scotland, hosted the 26th annual UN Climate Change Conference, known as COP26. It is traditionally considered one of the world's most important forums for discussion on climate, nature and landscape issues. To mark the occasion, the British media company Sky Media has decided to adjust its broadcasting schedule, including its commercial breaks. The reason was to sufficiently emphasise the course of the forum and the importance of the issues discussed for the TV audience. Viewers had the opportunity to watch the first ever ‘green’commercial break in British television history on Sky Media portfolio stations.