Tag: advertising
YOUR CITY, YOUR AD: HOW AD ALLIANCE MADE TV PERSONAL
20. 2. 2026 Background Polestar, the Swedish electric vehicle manufacturer, was rapidly expanding its dealer network across the Netherlands. New showrooms were opening in cities nationwide, but there was a challenge: how do you build awareness for a showroom in one city while also maintaining broad brand visibility? As this was not a typical brand-building campaign, for which an entirely national approach might have been perfect, but rather a call-to-visit campaign, dentsu Benelux suggested exploring this option together with Ad Alliance: making it more targeted, bringing Polestar the best of both worlds—reach and targeting within the same campaign. Case description Ad Alliance deployed its Addressable TV technology to solve Polestar’s regional awareness challenge. The technology works by replacing regular TV commercials with versions tailored to specific household characteristics. Instead of every Dutch household seeing the same Polestar ad, Ad Alliance could serve different versions to different viewers during the same ad break.
DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is perceived and broaden its reach. Sky Sports Golf, the UK’s leading dedicated golf broadcaster, offered the perfect platform to showcase a fresh, contemporary vision of the sport. Description Sky Media and Sky Sports Golf partnered with adidas to use television as a linear. Rather than a traditional sponsorship with logo placements on studio backdrops, pitch-side boards, or on-screen graphics, the partnership made adidas the exclusive apparel partner for all Sky Sports Golf on-screen talent. Every presenter, commentator, and expert wore adidas throughout tournament coverage and studio programming.
TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
20. 2. 2026 Standaard Boekhandel is a Belgian book retailer. It wanted to make reading feel relevant again at a time when many people spend more time with other entertainment. The brand also wanted its bookstores to stay strong places for discovery, where people browse and find new titles, not only pick up a book they already decided to buy.
DON’T SKIP THE BREAK: TURNING FRANCE 2’S AD BUMP INTO A LIFE-SAVING REMINDER
20. 2. 2026 Campaign objective FranceTV Publicité (FTP) built the campaign around a single TV-native move: take the short on-air ident that usually marks the start and end of advertising on France 2 (a well known visual “bump”, where the channel’s celebrities seem to be touching the screen to ‘enter’ into the advertising break) and turn it into a moment to pass an important message.
STUDY BY BARB: LIVE TV STILL ACCOUNTS FOR 45% OF VIEWING AS STREAMING HITS 38% IN 2025
19. 2. 2026 | 3 min read Barb has published a new report, What People Watched in 2025, arguing that UK viewing habits are better explained by adaptation than a clean break from linear television.
SUPER BOWL LX ATTRACTS NEARLY 125 MILLION U.S. VIEWERS
18. 2. 2026 | 5 min read Viewing peaked at a record 137.8 million; 128.2 million in the U.S. viewed Bad Bunny’s halftime show, which also set records on social media.
ADFORUM: THE MOST APPRECIATED CAMPAIGN OF THE YEAR IS “PRICE PACKS” BY PENNY
18. 2. 2026 | 2 min read According to a report by AdForum, the most creative awards last year went to German retailer Penny's "Price Packs" campaign.
VAB STUDY: SOCIAL MEDIA HAS NO CHANCE OF HELPING SMALL BRANDS BREAK THROUGH WITHOUT ADVERTISING ON STREAMING TV
17. 2. 2026 | 5 min read Today’s VAB webinar showed that while social media is popular among advertisers, it is far from a silver bullet. It’s true that it is easy to buy, easy to measure, and allows for quick testing. But there is one major problem: new research shows that its effect on new brands is limited and absolutely insufficient for breakthrough success. However, when streaming TV is added as an additional channel alongside social media, brands achieve significantly greater attention, better recall, and higher purchase intent.
HOW LUNAR NEW YEAR BECAME A MARKETING MOMENT
17. 2. 2026 | 5 min read The holiday can be a playground for cultural appreciation, but marketers should take care when showing up around significant moments, one exec told us.
THE CHINESE NEW YEAR IS UPON US. DIOR WELCOMES IT WITH A COLLECTION AND A SHORT FILM IN BAROQUE STYLE
17. 2. 2026 | 3 min read Tuesday, 17 February marked the beginning of the Chinese Year of the Horse. Dior welcomes it with a new collection, accompanied by a new short film. The film was directed by Nina Gantz and Renée Zhan from the London-based production studio Blinkink.
A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
17. 2. 2026 Belgium is famous for its hundreds of beer varieties, microbreweries, and passionate home brewing community. Grimbergen, a well-respected abbey beer brand owned by Alken Maes Brewery, wanted to shift how consumers perceived them. Rather than being seen as simply a reliable beer choice, the brand wanted to build a deeper emotional connection with consumers. The challenge was to engage beer lovers authentically and strengthen brand love in Flanders (the Dutch-speaking region of Belgium) through genuine innovation rather than traditional advertising. Description Ads & Data Brand Studio developed a campaign concept called “Brouw Met Mij” (Brew With Me), a Dutch phrase that sounds like “Trouw Met Mij” (Marry Me). The creative team of Ads & Data Brand Studio embraced this wordplay fully, framing the entire campaign as a symbolic marriage between the brand and consumers. The brewing process became a courtship, the collaboration a wedding celebration, and the resulting beer the “first offspring” of this collaboration.
TV ADVERTISING WITH A TASTE OF ITALY: BRANDS LIKE FERRERO, APEROL, FIAT AND GUCCI CONQUERED THE WORLD
16. 2. 2026 | 7 min read It’s gloomy outside, and even in Italy, where the XXV Winter Olympic Games are underway, the weather isn’t looking much better. Still, Italy has its unmistakable, unique atmosphere, one that resonates emotionally and can be conveyed from the screen into our homes through TV ads that feel warm, gently slow down time, and celebrate not just the product but the lifestyle around it. But what about Italians? What is the history of Italian advertising, what makes it distinctive, and which Italian brands have conquered the world through TV ads?
ADC CZECH CREATIVE AWARDS ANNOUNCES JURIES
13. 2. 2026 | 3 min read This year's 33rd edition of the ADC Czech Creative Awards 2026 announces the composition of its juries.
ADVERTISING WORTHY OF THE BIG SCREEN. SQUARESPACE TEAMS UP WITH EMMA STONE AND YORGOS LANTHIMOS IN NEW COMMERCIAL
13. 2. 2026 | 3 min read American technology company Squarespace, which focuses on website creation, brought together Oscar-winning actress Emma Stone and acclaimed director Yorgos Lanthimos in its latest advert for Sunday's Super Bowl. The result is a cinematic spot full of frustration.
VALENTINE’S DAY SPENDING SURGES AS CONSUMERS REDEFINE HOW TO CELEBRATE IT
12. 2. 2026 | 5 min read Economic turbulence and global uncertainty haven't stopped Valentine's Day spending from reaching new heights as it takes on unique cultural significance.
FROM DOORDASH TO CLASH OF CLANS, THESE ARE THE VALENTINE’S DAY CAMPAIGNS WE’RE LOVING
12. 2. 2026 | 5 min read From playful product truths to bromance-fueled gaming and culture-led stunts, this year’s Valentine’s Day campaigns show brands moving beyond traditional romance to celebrate connection in all its forms.
WINTER OLYMPICS 2026 AD TRACKER: SEE THE BIGGEST COMMERCIALS FROM MILANO CORTINA
12. 2. 2026 | 7 min read The Winter Olympics ad tracker shows ongoing updates of the latest Milano Cortina commercials.
PARKS: BUDGET PRESSURES FORCE 30% OF CONSUMERS TO CANCEL STREAMING SERVICES
11. 2. 2026 | 3 min read The number of consumers citing household expenses as the top reason for cutting streaming subscriptions has increased since 2020.