STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

20. 2. 2024 | 3 min read 2 minutes or less per pod boosts improves impact and viewer experienceg

HOW TO USE ATTENTION TO DRIVE SALES

16. 2. 2024 | 3 min read Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive.

A QUARTER OF THE POPULATION “ADMITS” TO ADVERTISING INFLUENCED PURCHASES

16. 2. 2024 | 3 min read On the one hand, advertising is perceived as an obvious part of modern life (64%), its importance for the existence of independent media (63%) and its importance for the country's economy (62%) is acknowledged, but on the other hand, its influence as a manipulator (82%) promoting unnecessary consumption (70%) is negatively assessed. The ambivalent attitudes reflect the complexity of advertising as a social phenomenon, which entails its positive and negative evaluation recorded throughout the survey.

CHANGING GEN Z MEDIA CONSUMPTION HABITS ARE TREND SETTERS FOR OTHER AGE GROUPS

15. 2. 2024 | 3 min read While younger people spend the most time with non-premium content, others are as well according to a new survey.

CZECH VIEWERS DEMAND LOCAL CONTENT, ARE PRICE SENSITIVE

15. 2. 2024 | 5 min read The biggest drivers for subscribing to and choosing a VOD service are viewing flexibility and content offering. The Czech viewer is sensitive to the price model and responds to special offers and promotions, the Know.vod study shows.

USERS OF STREAMING SERVICES IN THE CZECH REPUBLIC INCREASED, NETFLIX LEADS

13. 2. 2024 | 2 min read According to Axocom, the number of users of streaming services in the Czech Republic increased by about 100,000 last year.

ONE THIRD OF STREAMERS STILL SHARING PASSWORDS

7. 2. 2024 | 4 min read Amid a crackdown on password sharing nearly half were very worried or somewhat worried that streaming services would crackdown on the practice, according to Horowitz.

SUPER BOWL ADS SHOW STORYTELLING DECLINE

7. 2. 2024 | 1 min read Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot.

THE RIGHT WAY TO BUILD YOUR BRAND

5. 2. 2024 | 15 min read The best ad campaigns make a memorable, valuable, and deliverable promise to customers.

HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES

2. 2. 2024 | 5 min read EssenceMediacom’s strategy chief reveals new research into media channel signalling strength.

ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW

31. 1. 2024 | 2 min read A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017.

BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS

30. 1. 2024 | 3 min read A new study shows that brand characters out-perform celebrities in Super Bowl ads, though few brands use that approach.

STUDY USA: BIGGEST INFLUENCE ON GEN Z TV VIEWING DECISIONS IS SOCIAL MEDIA

30. 1. 2024 | 2 min read 95% of Gen Z viewers aged 18 to 24 decided to watch a TV show or movie because it was trending on social media

EXPLORING GEN Z AND MILLENNIAL TRAVEL HABITS – NEW SKIFT RESEARCH

30. 1. 2024 | 3 min read Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences.

WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

22. 1. 2024 | 4 min read Peter Field: why tv is still at the heart of effectiveness

SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS

20. 1. 2024 | 3 min read Three in five also wish they could see store/brand inventory on their TV, according to LG Ad solutions.

SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

17. 1. 2024 | 4 min read Second-screening is “consistently beneficial” to TV ad response rates, new research has found.

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024 | 1 min read Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality.