KIDS BOOST ‘NON-TRADITIONAL’ TV VIEWING 90% IN JUNE, SAYS NIELSEN

4. 8. 2023 | 2 min read So strong was children’s increased viewing last month that it drove overall TV viewing growth of 2.2%

STUDY UK: IPA RESEARCH DETAILS CHRISTMAS CUTBACK PLANS

3. 8. 2023 | 3 min read Two thirds of UK adults are planning some cutbacks in their Christmas spending, according to new research from the IPA – understanding pain points and opportunities will be crucial.

REPORT UK / USA: KIDS AND TEENS DRIVE STREAMING DECISIONS AT HOME

2. 8. 2023 | 3 min read Kids content needs are the top reason why parents subscribe, stick with and drop streaming services, a new report from SuperAwesome finds.

VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

1. 8. 2023 | 9 min read ARE YOU WONDERING HOW YOU CAN USE TV TO BUILD OR STRENGTHEN YOUR BRAND, INCREASE WEBSITE TRAFFIC, LAUNCH NEW PRODUCTS SUCCESSFULLY OR INCREASE YOUR SHARE OF MARKET? JASON WIESE, SVP, DIRECTOR OF STRATEGIC INSIGHTS AT VIDEO ADVERTISING BUREAU (VAB), AND AMIT SHARAN, SVP OF MARKETING AT TATARI, SHARE THEIR ANALYSES AND CASE STUDIES FOCUSING ON “HOW TV ADVERTISING GROWS BRANDS”.

THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

31. 7. 2023 | 1 min read Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour.

TRAVELERS REACT TO AI-GENERATED TRAVEL ADS

25. 7. 2023 | 5 min read AI has dominated the news for this first half of 2023 and using new artificial intelligence tools to help create ads has been all the buzz lately. So much so that NPR recently published an article and released a related podcast episode on how to recognize AI-generated images. The travel marketing space has been no different; AI has begun its integration with travel—including providing recommendations, booking, forecasting, creating itineraries, and now advertisements. Case in point, an AdAge article published in March explored how Lithuania Travel deployed the generative AI software Midjourney to make tourism ads for one of their campaigns.

STUDY: CONSUMERS TURN TO CURATED HUBS TO FIND CONTENT IN CROWDED STREAMING LANDSCAPE

24. 7. 2023 | 3 min read Black streamers are especially engaged, with eight in ten (80%) reporting using Black content collections/hubs at least occasionally according to a new Horowitz study.

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

14. 7. 2023 | 8 min read German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad. The study came to a clear conclusion: there are large differences in the perception of advertising during different phases of the day, which offers advertisers and media agencies the chance to optimally design and plan ads using appropriate creative elements and thus achieve a higher impact and memorability with tv viewers.

BRANDS NEED TO MARRY HUMOUR AND PURPOSE

11. 7. 2023 | 3 min read System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose.

NIELSEN: STREAMING OFFERS 7X MORE LGBTQ+ INCLUSIVE PROGRAMMING THAN LINEAR TV

7. 7. 2023 | 3 min read Marketers “continue to miss opportunities to build connections with gender diverse and LGBTQ+ audiences,” new Nielsen report finds

LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

2. 7. 2023 | 3 min read Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked.

STUDY USA: STREAMING TV VIEWING VIA MOBILE CASTING RISES AS MEDIA PLAYERS, GAMING BOXES DECLINE

29. 6. 2023 | 2 min read Streaming TV viewing via mobile devices - through "casting" on TV sets - continues to grow, as the viewing of OTT content on older TV-based technology devices sinks, including streaming media players, legacy pay TV, and gaming boxes, partly due to the habits of 18-34 viewers, according to a new study by Aluma Insights.

LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS

26. 6. 2023 | 3 min read Just 3% of more than 400 ads from 2022 had LGBTQ+ representation.

GEN Z DEMANDS MARKETING THAT REFLECTS DIVERSITY AND INCLUSION: STUDY

25. 6. 2023 | 2 min read If you are struggling to engage Gen Z, you should keep one thing in mind: That 50% believe gender is non-binary and that they expect marketing to show sensitivity to that issue, judging by a study from SeeHer, conducted by Horowitz Research.

HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

24. 6. 2023 | 3 min read Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found.

WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

23. 6. 2023 | 7 min read Louder, busier commercials are the new norm. And they seem to be working.

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 | 9 min read Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level.

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

21. 6. 2023 | 3 min read Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still "by some way" the main lever at a marketers' disposal, during a recent talk at Thinkbox, the marketing body for commercial TV in the UK.