Tag: advertising
RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
10. 12. 2025 RMB has created Blue as a single transition brand that signals a purpose-driven marketing strategy to both citizens and advertisers. From a B2C angle, it is presented to the viewers through a recognisable on-air identity and the www.bluepub.be website, and from a B2B perspective, to the ad market as a label attached to campaigns that meet RMB’s sustainability criteria.
AMID MARKETING’S AI OBSESSION, SOME CONSUMERS ARE ‘EXCITED FOR REALITY’
10. 12. 2025 | 6 min read To reach them, brands like Apple and Heineken are highlighting practical effects and emphasizing real connection.
THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?
10. 12. 2025 | 4 min read Research agency ResSolution Group has presented its extensive study on Generation Alpha. It maps their habits, behaviours, buying and media preferences and perceptions of advertising.
STUDY: CTV ADS HAVE UP TO FOUR TIMES THE ATTENTION SPAN OF DIGITAL
7. 12. 2025 | 3 min read Advertising in big-screen streaming (CTV) is getting nearly four times the attention of digital channels, according to a study by Amplified and VFC.
THE HISTORY OF CHRISTMAS ADVERTISING: HOW A COMMERCIAL TOOL BECAME A CULTURAL PHENOMENON
4. 12. 2025 | 5 min read For most people, Christmas is the most emotional time of the year. It is a period filled with nostalgia, reflection, anticipation and family gatherings. And we cannot forget shopping, which begins long before Christmas itself. It is therefore hardly surprising that, since the nineteenth century, retailers have been trying to make use of this “Christmas magic”. Today, Christmas campaigns are a cultural tradition in their own right. How did it all begin? The roots of Christmas advertising Much of what we associate with Christmas today is linked to Charles Dickens’s 1843 novella A Christmas Carol, the invention of Christmas cards in the same year, and the popularisation of the Christmas tree. Add to this the figure of St Nicholas as a mysterious gift-bringer, and you have the perfect Christmas story — one offering an excellent opportunity that retailers, naturally, could not afford to miss as they sought to sell their stock. And so Christmas advertising entered the scene.
PRIMA STARTS TO INSERT ADVERTISING IN ONEPLAY, TO ITS TV CHANNELS
4. 12. 2025 | 2 min read The Prima Group will start inserting special advertising blocks into the rewatches of its TV channels on the Oneplay service from next year. Jan Čadek, Prima's commercial director, said this in an interview with Médiář.cz.
PUBLICIS GROUP CELEBRATES CHRISTMAS AND PREPARES FOR ITS 100TH ANNIVERSARY
4. 12. 2025 | 3 min read Using AI and innovation, Publicis Groupe is breathing life into its history, celebrating its first 100 years and setting the course for the next century.
GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING
3. 12. 2025 | 14 min read Generation Z plays a significant role in today's marketing and media. That is why it was the focus of this year's conference, which was held on 26 November by the Department of Marketing Communications at the School of Creative Communication.
TV, MOVIE DISCOVERY CONTINUE TO BENEFIT FROM SOCIAL MEDIA
3. 12. 2025 | 2 min read Legacy TV and movie discovery continue to see many benefits from social media -- in terms of marketing and content discovery.
BLACK FRIDAY SPENDING AROUND THE WORLD: WHAT HAPPENED?
2. 12. 2025 | 3 min read Black Friday isn’t what it used to be – it’s much longer than the day for which it’s named, but it’s also more complex and trickier to read in a knotty global economic context; a few sources hint at the signals in the wider noise. Why Black Friday (or the whole week or month) matters Shopping holidays are a global phenomenon that have now shifted greatly into online shopping events. Originally a promotional, volume-driving tool, the shopping holiday became a critical growth driver for e-commerce sites like Amazon and Alibaba, which began the 11/11 Singles’ Day in China, especially when times were good, interest rates were low and the name of the game was outselling the competition.
THE CHRISTMAS WAVE REACHES ITS PEAK: THE BRANDS WHOSE TV ADVERTISING HIT VIEWERS STRAIGHT IN THE HEART
1. 12. 2025 | 8 min read The floodgates have opened not only for Christmas adverts, but also for various surveys and estimates of how much money consumers intend to spend in the run-up to Christmas and during the festive season. The truth is that, both globally and in the Czech Republic, the number of people trying to save money is rising. For advertisers, of course, this is not exactly good news. It is little wonder that this year they embarked on their Christmas advertising offensive much earlier than usual. As a result, you can now enjoy a third dose of Christmas emotions, making their way from television screens into homes around the world.
CHANNEL 4, ITV AND SKY COMMERCIAL CHIEFS ASK ADVERTISERS TO ‘TURN DOWN THE TOXIC’
30. 11. 2025 | 7 min read The Future of Media London
DESTINATION: INTERNATIONAL PRESTIGE. ADS OF MAJOR AIRLINES THAT WENT GLOBAL
30. 11. 2025 | 13 min read Christmas is approaching. That means millions of people around the world will be on the move, returning home for the holidays to celebrate with their families. It may be the clearest reminder of how we take air travel for granted in the 21st century and how essential a role it plays in our lives. That is also why we should not forget that 7 December marks International Civil Aviation Day, a testament to the importance of global connectivity. It is the ideal opportunity to take a look at the mark airlines have left in the history of television advertising. The following five campaigns confirm that the identity of airlines reaches far beyond the duties of ordinary carriers. Time and again, they have proven capable of creating commercials that are formative, transformative, and often unforgettable. Home can be anywhere By 1989, planes were slowly becoming a common means of transport even for the global middle class. It was only logical that airlines began adapting their marketing communications accordingly. One truly groundbreaking example came from British Airways, which had just emerged from several years of extensive and demanding privatisation and restructuring under the leadership of Colin Marshall. The company now wanted to position itself as a genuinely global player and was not afraid to use the label “The World’s Favourite Airline.” It could afford to do so thanks to a unique television commercial known simply as The Face.
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025 Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response, placement, and frequency.
HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES
28. 11. 2025 Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that a short and carefully balanced “advertising choreography” – two pre-rolls instead of five – boosts effectiveness across all stages of the marketing funnel. Keep ad breaks short: two pre-rolls at the start on Stream+ Stream+ is a single entry point to buy premium video advertising from CANAL+ and selected partners (HBO Max and Free). The offer is built around premium long form content and connected TV viewing. The policy is to keep advertising breaks short: viewers see two pre-roll spots at the beginning of a programme, and overall ad intensity is about three minutes per hour (total ad time, not number of spots).
THE WAVE OF CHRISTMAS CAMPAIGNS ROLLS ON: INTERNATIONAL AND CZECH BRANDS HAVE OPTED FOR TRIED-AND-TESTED FESTIVE THEMES
27. 11. 2025 | 6 min read Capturing consumers’ attention in the run-up to Christmas — a period traditionally overflowing with emotion, nostalgia and an excess of advertising messages — represents an extraordinary challenge for brands. This year, they launched their Christmas campaigns even before Advent. Let’s take a look at more Christmas offerings that are trying to strengthen brand image and persuade both international and Czech television viewers to shop. What really works on consumers?
EFFIE HAS PUBLISHED THE SHORTLIST, VML HAS THE MOST NOMINATIONS, CZECH SAVINGS BANK HAS THE MOST CLIENTS
25. 11. 2025 | 1 min read Half of the entries made it to the final of the Effie advertising effectiveness competition. The winners will be announced in December.
CZECHS WON SEVEN AWARDS AT THE ADC*E AWARDS
23. 11. 2025 | 2 min read The Czech participation in the international ADC*E Awards competition recorded a record result - seven awards.