STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

10. 8. 2024 Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research. The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV. The IAB this week forecast that spending on CTV… Continue reading STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS

9. 8. 2024 Olympic history is full of memorable TV commercials. What do some of the most memorable ones look like?

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about  The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the… Continue reading INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

ANDY WARHOL’S ADVERTISING REVOLUTION OR ART IN THE SERVICE OF ADVERTISING

7. 8. 2024 Artist, philanthropist, filmmaker, visionary. Andy Warhol, the pioneer of the art movement known as Pop Art, became a catalyst, changing the world’s perception of art and advertising forever thanks to his extraordinary flair for advertising. With his creative work for brands ranging from Converse to Estée Lauder, Calvin Klein, and Dior to Coca-Cola and Burger… Continue reading ANDY WARHOL’S ADVERTISING REVOLUTION OR ART IN THE SERVICE OF ADVERTISING

WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

7. 8. 2024 TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one. In our high-speed digital world, traditional TV has struggled to compete against other media channels to capture and retain the attention of consumers. However, when it comes… Continue reading WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

JOHN HEGARTY: THE WORLD OF ADVERTISING AS SUCH IS TERRIBLY BORING

7. 8. 2024 The world of advertising in general is boring, but the ten percent that get it right are amazing. That’s why when I create, I look around, says legendary advertising creator John Hegarty. Few people have as much experience in marketing as he does. He has been on the global advertising scene for more than 60… Continue reading JOHN HEGARTY: THE WORLD OF ADVERTISING AS SUCH IS TERRIBLY BORING

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1. The study, The Sport Dividend: Unlocking Incremental Brand Growth Through Sport Sponsorship, revealed that a range of activations associated with sport sponsorship, from advertising to digital… Continue reading BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

THE AD THAT GETS YOU ON THE ROAD IS THE RIGHT ONE. THE PRIMARY REQUIREMENT IS ORIGINALITY

6. 8. 2024 It is not easy to create an advertisement that gets people up from their chairs, makes them head to the nearest travel agency and book a trip, or keeps them glued to their laptops where they spend hours looking for accommodation and trips in the advertised destination. The ability to stand out amongst a plethora… Continue reading THE AD THAT GETS YOU ON THE ROAD IS THE RIGHT ONE. THE PRIMARY REQUIREMENT IS ORIGINALITY

FILM ANNIVERSARY: ADVERTISERS TAKING INSPIRATION FROM THE MATRIX WILL DODGE BULLETS AS WELL

5. 8. 2024 Keanu Reeves dodging bullets is just one of the scenes that have inspired many creatives in the film and media industry. The Matrix is a phenomenon that can’t be easily topped. So, it is no wonder that ideas from the film and its protagonists have appeared in television ads. 5 August marks the anniversary of… Continue reading FILM ANNIVERSARY: ADVERTISERS TAKING INSPIRATION FROM THE MATRIX WILL DODGE BULLETS AS WELL

MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

3. 8. 2024 Screenforce Managing Director, Malte Hildebrandt, does not want to leave the interpretation of information to social media. In an interview with HORIZONT, he explains that the initiative of TV marketers in Germany, Austria, and Switzerland carries a great social responsibility on its shoulders. We are in a turbulent period, and it is evident on the… Continue reading MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

2. 8. 2024 Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising. TV viewership has changed more in the past decade than in the last thirty years combined. While linear TV still boasts massive audiences, streaming platforms are rapidly gaining… Continue reading WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

SALVADOR DALÍ: NOT ONLY DALÍ’S BIZARRE WORKS BUT ALSO THE GENIUS OF SURREALISM HIMSELF CONTRIBUTED TO ADVERTISING

1. 8. 2024 Salvador Dalí has made a significant contribution to the advertising industry with his surrealist works and his novel view of the world. Even today, he continues to inspire many brands and creatives.

HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

1. 8. 2024 The proliferation of ad-supported subscription and free streaming video platforms is apparently resonating with viewers. New data from Hub Entertainment Research found that two-thirds of TV viewers prefer watching ads if it saves on subscription costs. Over the past three years, the percentage of consumers expressing a preference for ad-supported subscriptions — if it saves… Continue reading HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

1. 8. 2024 A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition? This summer, it’s not only the players and competitors who’ll be hoping to win big at Euro 24 and the Summer Olympics in Paris. Brands will… Continue reading HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

31. 7. 2024 Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced. Media psychology focuses on understanding how media and communication technologies impact human behavior, identity and societal dynamics. In the context of advertising, it provides critical insights into how… Continue reading THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

ADVERTISING CREATOR JOHN HEGARTY PERFORMS IN PRAGUE FOR THE FIRST TIME

29. 7. 2024 He was the only person to receive an award from the Queen for advertising. This year Sir John Hegarty will perform in Prague for the first time. The legendary campaigns for brands such as Levi’s, Johnnie Walker, Axe and Audi from the 1980s and 1990s, whose claims are still remembered today and many of us… Continue reading ADVERTISING CREATOR JOHN HEGARTY PERFORMS IN PRAGUE FOR THE FIRST TIME

KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV. Cathy O’Connor’s comments that out-of-home revenue is set to grow at the expense of TV should send shivers up the spines… Continue reading KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?