STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES

15. 1. 2025 | 4 min read Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact.

NEWS ORGANISATIONS FEAR A DROP IN REFERRALS, THREATENING A KEY SOURCE OF TRUST FOR BRANDS

10. 1. 2025 | 3 min read Leaders at news organisations are worrying about a drop in referrals from search in the coming year, as social media platforms turn away from news and AI-generated summaries become a mainstream part of search, according to new data from the Reuters Institute at the University of Oxford – for marketers, an internet without news is a complicated place.

TALKING TV TO THE RIGHT PEOPLE

19. 12. 2024 | 2 min read Despite the frequent obituaries of linear TV, research consistently demonstrates its effectiveness – and financial analysts ought to be asking questions based on those findings, suggests Haleon’s head of global media.

INCREASING THE PERFORMANCE OF TV ADVERTISING WITH QR CODES

11. 12. 2024 | 13 min read QR codes were invented in the 1990s. Their original purpose was to track vehicles during production. They were better than a traditional barcode because they could store a huge amount of information in a small area and were easy to scan.

NEW STUDY OUTLINES THE FOUR DRIVERS OF CREATIVE IMPACT

8. 12. 2024 | 3 min read Human connection, dynamic visuals and the successful integration of brand and product are among the main drivers of creative impact in advertising, new research has found.

AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING

3. 12. 2024 | 2 min read More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades.

SEASONAL ADVERTISING VS EVERYDAY ADVERTISING

29. 11. 2024 | 12 min read Christmas isn’t just about decking the halls—it’s a global game-changer for sales and advertising. In the UK, festive ads alone drove an impressive £85 billion in seasonal sales last year, with a quarter of total ad spend dedicated to spreading holiday cheer. But with the rise of creative competition, are brands putting too much stock in Santa’s sleigh?

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.

EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX

14. 11. 2024 | 5 min read This year's edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year.

EFFIE SHORTLIST: MCCANN, OGILVY AND PHD HAVE THE BEST CHANCES

7. 11. 2024 | 2 min read The Effie advertising effectiveness competition has announced the nominated campaigns that will emerge as this year's winners.

FORREST GUMP AND MARKETING: TELEVISION ADVERTISING IS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET. BUT THE EXPERIENCE WILL BE GREAT

31. 10. 2024 | 7 min read Just like many other famous films, Forrest Gump, overflowing with now-iconic scenes and quotes, caught the attention of brands. This iconic film, celebrating its 30th anniversary, combines a personal story with significant historical events, evoking powerful emotions, which is immensely valuable for marketing. Let’s take a look at which brands have successfully drawn inspiration from this cult film.

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 | 2 min read TV generates 13.8 seconds of attention for a 30-second ad.

MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD

28. 10. 2024 | 1 min read Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 | 5 min read Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase.

6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING

18. 10. 2024 | 7 min read It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, "America runs on Bulova time." In just 10 seconds, the world's first TV commercial airs, forever changing the advertising landscape.

SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024 | 3 min read Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.

FILM ANNIVERSARY: AUDIENCES WANT TO LIVE AS FRIENDS OR THE ADVERTISING POWER OF THE SITCOM

1. 10. 2024 | 8 min read It has been an incredible thirty years. When Friends first appeared on TV screens in September 1994, no one imagined that the sitcom would become a global phenomenon, capturing millions of viewers worldwide and becoming the darling of agencies and brands that use its power to promote their products.

THE ASSOCIATION OF COMMERCIAL TELEVISION ESTABLISHED COOPERATION WITH GROUPM AND ITS RESEARCH PROJECT MPANEL

18. 9. 2024 | 5 min read Since this August, the Association of Commercial Television (AKTV) has partnered with GroupM Czech Republic from the WPP group. Thanks to the exclusive cooperation with the mPanel data source, AKTV’s website ScreenVoice.cz will publish monthly interesting articles exploring television as an advertising medium and the viewing behaviour of Czech audiences.