WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 | 6 min read With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022 | 2 min read Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video.

IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

13. 9. 2022 | 2 min read The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year.

IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

11. 9. 2022 | 4 min read Live television is back in style.

WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP

5. 9. 2022 | 6 min read Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention.

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022 | 5 min read Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth

6 REASONS WHY LINEAR TV IS NOT DEAD

19. 8. 2022 | 7 min read Despite years of predictions about the imminent demise of linear TV it is still very much with us. What keeps it going and who is watching? [Updated August 2022]

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 | 8 min read Loren Cook and Bronwyn Sweeney are Creative Directors at MullenLowe and certified funny people (according to them). They share their thoughts on why, in the darkest of times, brands should keep looking on the bright side of life.

ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING

18. 7. 2022 | 9 min read Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments.

WHY DO CZECHS WATCH MORE TV? LAST YEAR IT WAS FOUR HOURS A DAY

15. 6. 2022 | 5 min read Even the massive rise of social media and streaming services has not deterred Czech viewers from watching classic linear TV channels. What's more, their viewership is continuously growing to last year's record of four hours a day (four hours and two minutes, to be precise). This, incidentally, is 48 minutes a day more than in 2007, as pointed out by Nielsen Admosphere, which provides electronic measurement of TV viewership for the Association of Television Organizations (ATO).

CZECHS WANT BOTH TV AND STREAMING SERVICES

2. 6. 2022 | 4 min read Linear broadcasting is still the most desired platform, agreed experts at the seventeenth annual Digimedia conference. The growing popularity of time-shifted viewing and streaming services, which still have great potential in the local market, was also confirmed.

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

2. 6. 2022 | 5 min read While they aren't a new phenomenon, Coinbase's SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company's app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments: the living room.

STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS

25. 5. 2022 | 3 min read As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of people from multicultural backgrounds, according to 2020 Census data. Inclusion matters to consumers, particularly Gen Z A global study by Deloitte found that representative advertising at the point of purchase is most noticed by Generation Z and those from multicultural backgrounds.

CTV BENEFITS FROM COOKIES’ DECLINE

3. 5. 2022 | 2 min read With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

29. 4. 2022 | 6 min read In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.

TV IS THE MOST POPULAR DEVICE FOR VIDEO-ON-DEMAND CONTENT

18. 4. 2022 | 2 min read An overview of video-on-demand content consumption by device.

EUROPE’S TV BUSINESS MODEL GETS SHAKEN UP BY STREAMERS

2. 4. 2022 | 8 min read With U.S. streamers still driving local market growth, TV producers in continental Europe are juggling between the Hollywood studio business model — under which Netflix and the likes get all rights in return for full-financing plus a fee — and the pre-existing European model based on co-productions that leave indie producers with backend and give them more creative control.

INTERNET VIEWING OF PAID VIDEOS IN THE CZECH REPUBLIC HAS TRIPLED IN TWO YEARS

23. 3. 2022 | 2 min read The Czech Statistical Office report declares, that the video viewing on internet is increasing in the Czech Republic. About 1.4 million people over the age of 16 watch videos on paid sites.