BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

9. 2. 2022 | 2 min read Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users).

USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

9. 2. 2022 | 2 min read Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna

THE LOVERS’ HOLIDAY IN THE THRALL OF COMMERCE AND CLICHÉS? THE TV ADS THAT CONVINCED US THAT ST. VALENTINE’S DAY IS NOT LOST YET

8. 2. 2022 | 13 min read It is a tradition that 14 February of each year is dedicated to those in love. On the day when we commemorate St. Valentine, we also try to pay tribute to love - ideally, not only in the context of partner relationships. A frequent objection against St. Valentine’s Day celebrations is the excessive commercialisation of the holiday and more or less consumer character it has had for several decades. Ironically, marketers are often the ones demonstrating that it does not have to be that way. How do they succeed in passing on the messages of love and hope within the narratives of TV advertising? Everywhere you look St. Valentine’s Day is not only a holiday of lovers but also a mega-important item that should not be missing in the schedule of any proficient marketer. On that day, consumers are ready and willing to spend their savings. We may even say that after Christmas, it is the first opportunity of such a calibre. And the current pandemic-affected time changes nothing on this fact.

SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

8. 2. 2022 | 2 min read But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions

CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)

3. 2. 2022 | 4 min read We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix?

TRUST RESEARCH: WHICH ADVERTISING CHANNELS DO CZECHS TRUST?

3. 2. 2022 | 4 min read In the autumn of 2021, the research company Nielsen conducted a multinational study Trust in Advertising, primarily focused on the trust of the inhabitants of the surveyed countries in various communication channels. Martin Chalupník from Nielsen Admosphere writes about the study.

5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE

3. 2. 2022 | 4 min read Every year, brands worldwide set themselves apart from the competition by creating touching Valentine’s Day video campaigns. Some brands focus on the “romantic” aspect of February 14th, while others focus on togetherness in all its shapes forms. But what they all have in common is that they’re heartwarming, and most importantly, they raise brand awareness.

LIDL, KAUFLAND AND ALBERT INVESTED THE MOST IN ADVERTISING IN 2021

2. 2. 2022 | 2 min read Food chains led by Lidl, Kaufland and Albert were the biggest advertisers last year, according to Nielsen Admosphere monitoring.

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022 | 7 min read An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 | 5 min read The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

23. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV advertising during the pandemic] so it was a great time to encourage new advertisers to TV.” New-to-TV advertisers was a key theme in a panel discussion that also spanned the transition to more connected TV and addressable TV, moderated by Thomas Bremond, GM International at the adtech pioneer FreeWheel.

VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

21. 1. 2022 | 6 min read The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV.

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022 | 6 min read Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement.

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022 | 10 min read Creative and media are finally getting back together. Just not in the way we imagined it would.

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022 | 2 min read Advertiser Perceptions said 24% plan to spend more on linear TV

WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

13. 1. 2022 | 2 min read TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands?

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022 | 5 min read Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 | 11 min read What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.