MTA OR MMM? A BAD QUESTION THAT MARKETERS ARE STILL TRYING TO ANSWER

15. 9. 2026 | 13 min read Multi-touch attribution and marketing mix modelling are not competing methods, but tools that offer different perspectives on marketing effectiveness. This article by Milan Knapp explains the differences between them and shows why it can be more effective to use both methods together.

MARY KYRIAKIDI: TRUE DISTINCTIVENESS IS RARE. BUT WHEN A BRAND FINDS IT, IT REALLY PAYS OFF

29. 7. 2026 | 3 min read The debate over whether there is any real differentiation between brands at all was reignited this year at Cannes Lions, where Byron Sharp stated that a decade of research had failed to identify any truly differentiated brands from the consumers’ perspective. Brand differentiation can be measured. And it pays off. Mary Kyriakidi, Global Thought Leadership Director at Kantar, responds to this claim with data from the BrandZ database. She shows that perceived differentiation has a concrete, measurable impact on how a brand performs. It is therefore not merely an abstract marketing concept. What differentiation does for business Perceived distinctiveness accounts for roughly half of the reason why a brand can command a higher price. Brand awareness alone contributes only about 6 per cent to this. Customers therefore do not reward brands simply for being familiar with them. Above all, they reward those brands that hold a clear and unique meaning for them.

COMPANIES ARE SPENDING HUNDREDS OF THOUSANDS ON MARKETING, BUT THE RETURN ON INVESTMENT IS FALLING

26. 6. 2026 | 7 min read Marketing costs are rising, competition from both local and low-cost Asian rivals is becoming increasingly fierce, and maintaining a healthy profit margin is a challenge. Online shops that base their decisions on data are the most successful in this regard. Advertising may be more expensive, but those who best understand how their customers make decisions are still able to grow healthily today.

STREAMING HAS BECOME A SOCIAL NETWORK AND EVERY SHOW IS AN EVENT: DISNEY’S DANA MCGRAW

23. 6. 2026 | 5 min read Marketers have spent years trying to figure out how to keep consumers engaged. Disney Advertising’s Dana McGraw may have a simpler answer: give people something to obsess over together.

FORGET ABOUT IMPRESSIONS. MEASURE WHAT YOUR COMMUNICATION ACTUALLY ACHIEVES

10. 6. 2026 | 5 min read According to Katie Delahaye Paine, an expert in communication measurement, traditional metrics such as the number of media mentions, impressions or reach no longer reflect the true value of PR. At the Communication Summit, she called on marketers to measure the impact on the trust, attitudes and behaviour of target groups rather than tracking the volume of publicity.

CONSUMERS DON’T HATE AI ADS – THEY HATE BAD ADS

13. 5. 2026 | 4 min read There’s a story I keep reading in the trades, and I want to analyze it because I don’t think it’s fully accurate. It’s the story about how consumers hate AI-generated ads.

THE PROBLEM WITH MUCH AI-POWERED ADVERTISING IS THAT IT’S MEANINGLESS

21. 4. 2026 | 6 min read Audiences aren’t tired of advertising. They’re tired of low-value, repetitive, over-personalized noise that constantly demands something from them – and AI is turning up the volume.

SCROLL, SWIPE, STREAM: WHY VERTICAL VIDEO IS COMING TO YOUR STREAMING APP

11. 4. 2026 | 8 min read 68% of Gen Z find what to watch on social, not on your app. TikTok shows you something in two seconds and you either want more or you don't. Your streaming app shows you a grid of thumbnails and wishes you luck.

TV WAS ALWAYS PERFORMANCE. WE JUST FORGOT HOW TO PROVE IT

27. 3. 2026 | 4 min read Let’s move beyond the idea of “brand vs performance” and instead focus on what drives growth across the whole advertising ecosystem, writes WPP Media Solutions’ SVP.

TO GAIN AI VISIBILITY, BROADCASTERS MUST TRAIN THE LLMS

16. 3. 2026 | 7 min read The window to shape AI SEO for broadcast is now. If an advertiser asked an AI system to build a media plan today, broadcast television would rarely make the recommendation. That’s not because TV is ineffective, but because AI systems cannot see it.

LET’S DITCH THE ACRONYMS: A NEW LANGUAGE FOR TOTAL TV

3. 3. 2026 | 5 min read There are two types of TV advertising: mass and addressable. That’s it. Let’s ditch the unhelpful acronyms and adopt this straightforward framework.

MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.

4. 2. 2026 | 8 min read Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing.

WHAT GOOGLE’S LEGAL THREAT REALLY MEANS: STOP TREATING YOUTUBE LIKE IT’S TV

29. 1. 2026 | 7 min read The real reason Google doesn’t want YouTube measured like television.

YOUR BRAND SHOULD SHOW UP EARLY TO BE RELEVANT DURING SUPER BOWL LX

22. 1. 2026 | 5 min read For a short time during the Super Bowl, everyone is paying attention to the same thing. Reporters, creators, athletes and brands all show up knowing that the story won’t be confined to the field.

AMID MARKETING’S AI OBSESSION, SOME CONSUMERS ARE ‘EXCITED FOR REALITY’

10. 12. 2025 | 6 min read To reach them, brands like Apple and Heineken are highlighting practical effects and emphasizing real connection.

TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES

17. 11. 2025 | 5 min read TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media owners are now emphasising ‘video’ to justify why they should be seen as on par with linear TV, BVoD, and the likes of Netflix. But even within the two ‘places’ of linear TV and video, audiences are splintering further.

YEAR-END IN E-COMMERCE: WHEN CAMPAIGNS WORK BUT BUSINESS DOESN’T KEEP UP

11. 11. 2025 | 7 min read The last quarter of the year determines the success of most e-shops. While a record-breaking season can bring in up to 80% of the year's sales, any mistake in the campaign, logistics or preparation can mean millions lost, warns performance advertising expert Honza Bartoš.

BRAND FAME: HOW BRANDS CAN BREAK THROUGH AND BE PROFITABLE

10. 11. 2025 | 5 min read In an advertising-saturated world, the brands that succeed are those that become part of the culture. According to Darko Silajdžić of McCann Prague, the path to brand fame leads through emotion, creativity and relevant activations that respond to customer needs.