MEDIA CHOICES HAVE STARTED TO CHANGE AS A RESULT OF COVID-19

29. 10. 2021 | 6 min read Changes in where people go for content is likely to outlast the pandemic

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 | 6 min read The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD.

WHY FMCG BRANDS NEED TO LOOK BEYOND LINEAR TV FOR BUSINESS SUCCESS

26. 10. 2021 | 5 min read For the fast-moving consumer goods industry, or FMCGs as it is known, the goal has long been to achieve widespread brand awareness and, perhaps most importantly, brand loyalty.

MEDIA AD INVESTMENTS FOR THREE QUARTERS ARE HIGHER THAN LAST YEAR

25. 10. 2021 | 2 min read According to the monitoring, the gross amount of ad investments in the media was higher in the first nine months of this year than in the same period last year.

UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 | 1 min read CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals. Why it matters With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV yields greater results than social media or traditional TV when it comes to engagement. The UK angle The report (CTV is for Everyone: 2021) from sell-side advertising platform Magnite reveals that: • Two thirds (65%) of British CTV viewers pay more attention to an ad on CTV than when an ad is seen on social media (22%). • British CTV viewers are 54% more likely to share personal information to receive relevant advertising, while 57% think it is important that brands align with their values and opinions. • British parents are easier to reach with CTV, especially households with teens: 45% of households with teens watch mostly streamed content. • CTV reaches diverse audiences including purchase decision-makers (68%), gamers (89%, of which 28% watch CTV only), light TV viewers (65%) and those born outside of the UK (69%).

ACTIONS, NOT WORDS: BRAND PURPOSE IN A SCHIZOPHRENIC CONSUMER WORLD

22. 10. 2021 | 16 min read Many consumers say they do not want to support sweatshops, but they still often buy the cheapest clothing and running shoes made in such places anyway. Companies today want to do better, but they are getting such mixed signals from customers. In this inspiring keynote, Samuel Scott will show how companies can navigate this complex environment and both help the world and sell more products at the same time.

MEDIA CLUB WILL INCREASE AD PRICES FOR 2022 BY 11-16%

21. 10. 2021 | 2 min read Media Club will increase the prices of TV advertising in the range from 11% to 16% next year. It presented its business policy for the next year on Thursday afternoon.

TV GRPS ARE FOR THREE QUARTERS HIGHER THAN LAST YEAR

19. 10. 2021 | 2 min read The delivered volume of TV ad GRPs for the first three quarters of this year remains above the level of last year’s comparable period.

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 | 7 min read In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose.

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021 | 2 min read The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI).

AMAZING PLACES HAS ITS FIRST VIDEO CAMPAIGN, DIRECTED BY ARICHTEV

30. 9. 2021 | 2 min read The spot is intended primarily for the online environment, but will also appear in Czech cinemas.

INTEREST IN TV ADVERTISING EXCEEDS EXPECTATIONS

23. 9. 2021 | 6 min read Strong demand is coming from advertisers in the e-commerce, retail and food and beverage segments. There is a high demand for TV advertising, confirms the CEO of the Nova TV Group Jan Vlček.

PRIMA INNOVATED ITS APPLICATION IN HBBTV AND INTRODUCED A NEW FORMAT

22. 9. 2021 | 2 min read The iPrima application available in Prima’s HbbTV has a new design. The group has also launched a new advertising format in HbbTV.

BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 | 5 min read It's easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns (private company valued at over $100 billion) – all thanks to high return-on-investment (ROI) memorably and measurably.

MEDIA AD INVESTMENTS REMAINED ABOVE LAST YEAR’S LEVELS IN AUGUST

21. 9. 2021 | 1 min read The volume of monitored media ad investments for the first eight months of this year remains above the last year’s comparable period, indicates the data of Nielsen Admosphere.

HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES

16. 9. 2021 | 5 min read Emotional advertising connects brands with audiences in a personal, human way. It’s a technique that dates back years, but has been used a significant amount over the past couple of years, particularly during the pandemic. In this article, you will learn what emotional advertising is, plus our top emotional marketing strategies, how they work, and effective emotional advertising examples. WHAT IS EMOTIONAL ADVERTISING? Emotional marketing refers to advertising efforts that play on an emotion to make the audience notice, remember, share and take a more involved action like donate or buy. Emotional marketing can tap into emotions such as happiness, humour, sadness, anger or fear to elicit a consumer response. The idea behind emotional marketing is that it helps people to decide with their hearts, which is said to have more influence on decision making than their minds. Not only that, but emotion and memory are linked, so your audience has a higher tendency to remember your brand and the content. EMOTIONAL STRATEGY IN ADVERTISING In advertising, emotional strategies are used to stimulate the emotional triggers that influence how we make decisions. Content that evokes a strong emotional response is twice as likely to be shared or interacted with. Traditionally emotional advertising was about making people cry – the pandemic saw lots of this with nearly every other brand talking about community or togetherness and of course, the sad piano music. This video showcases it well.

WHEN IS AN AUDIENCE NOT AN AUDIENCE? WHAT MARKETERS NEED TO KNOW WHEN ALLOCATING VIDEO AD DOLLARS

6. 9. 2021 | 4 min read The explosion of consumer choices in the video universe may not have changed things as much as you think. From a brands-eye view, the options for effective video advertising are quite simple. Kim Portrate explains.

IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC

23. 8. 2021 | 4 min read Australia’s direct-to-consumer (DTC) brands are capitalising on Australia and New Zealand’s ecommerce growth – the highest across the globe at +107% in Q3 2020 – to expand their market presence. And they’re using TV to do it.