PARENTS PRIORITIZE VALUE, CONVENIENCE DURING BACK-TO-SCHOOL SHOPPING

2. 8. 2025 | 4 min read As parents prepare their kids for the new school year, they’re tightening budgets, reusing last year’s supplies, and looking for ways to efficiently check off their lists.

SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

31. 7. 2025 | 8 min read A new adaptation of Superman has hit theatres. Naturally, its premiere is accompanied by a wave of advertising campaigns. The iconic comic book hero offers a strong emotional impact and a universally understood symbol of good, which allows advertisers to increase brand visibility and associate their products with positive values.

STUDY USA: BLIND BOXES ARE EFFECTIVE FOR GETTING PEOPLE TO BUY STUFF, FINDS STUDY

31. 7. 2025 | 2 min read People looking for hard-to-find Labubu dolls will be familiar with blind boxes – when it’s unclear which doll you’ll get – and now there’s scientific research to prove that combining this mystery with perceived scarcity can be effective in motivating people to buy.

TV NOVA’S PROFIT REMAINED ABOVE ONE BILLION LAST YEAR, REVENUES EXCEEDED NINE BILLION

31. 7. 2025 | 2 min read The Nova Group improved its financial results again last year. Both revenues and profits grew, according to the annual report.

PUELLA LAUNCHES AI SPOT ON TELEVISION

31. 7. 2025 | 2 min read The Puella laundry perfume brand is entering television with a spot created by artificial intelligence.

PEOPLE LOSING TRUST IN SOCIAL MEDIA AS DISINFORMATION SPREADS

30. 7. 2025 | 2 min read The trust gap between legacy media and social media is growing, as disinformation, fake news, and a lack of regulation knocks people’s confidence in creator-led content, research finds.

NADA: ČEDOK IS THE BEST-KNOWN TRAVEL AGENCY, TUI INVESTS THE MOST IN ADVERTISING

30. 7. 2025 | 2 min read According to monitoring, TUI had the highest investment in media advertising among travel agencies last year. According to NADA research, Čedok is the best-known brand, with Invia moving into second place.

“SEX SELLS.” HOW HAS THE USE OF EROTICA EVOLVED IN ADVERTISING?

30. 7. 2025 | 9 min read Oldřich Vávra from the Prague University of Economics focuses on the development of advertising in other industries, and this time he describes the history of sexuality in advertising.

BRAND LOVE SCALES—SO STOP SETTLING FOR BEING LIKED

29. 7. 2025 | 4 min read Here’s the brutal truth: Being liked by your customer isn’t enough. It never was.

NIELSEN: AD-SUPPORTED CONTENT REPRESENTED NEARLY 74% OF ALL HOUSEHOLD TV VIEWING IN FIRST SIX MONTHS OF 2025

29. 7. 2025 | 2 min read Ad-supported content across legacy television and streaming platforms watched on household TVs accounted for almost 74% of a TV viewing in the first six months of the year, according to new data from Nielsen.

MARKETING TO GEN ALPHA: HOW BRANDS CAN WIN OVER THE NEXT GENERATION

29. 7. 2025 | 7 min read The cohort represents a major opportunity for advertisers, keying them into future trends in areas like gaming, according to research from Horizon Media.

GOLDBACH ADVANCED TV STUDY: CTV ADS PROVE INCREASINGLY EFFECTIVE

28. 7. 2025 | 5 min read The Goldbach Group, Goldbach Austria, and Goldvertise Media released their eighth Advanced TV study for the DACH region in January 2025. The results once again confirmed the dominance of streaming and the growing use of connected TV. The increasing acceptance and perception of advertising in this medium is particularly noteworthy.

STUDY: TV ADS ARE TOP INFLUENCER OF OLDER ADULTS BUYING RETIREMENT HOMES

27. 7. 2025 | 2 min read Television advertising remains an effective means to market and influence younger baby boomer and Generation X consumers approaching retirement age, according to the findings of a study from the Television Advertising Bureau (TVB). 80% of baby boomers and Gen Xers are reached by TV ads; 94% took some action.

WHEN FASHION SLOWS DOWN: HOW CAN BRANDS COMMUNICATE SUSTAINABILITY WITHOUT OVERUSING WORDS LIKE ‘ECO’ AND ‘GREEN’

25. 7. 2025 | 12 min read Slow fashion is no longer just a manufacturing philosophy – it is becoming a new language of fashion communication. Whereas seasonal trends once dominated advertising, today more and more brands are leaning towards a calmer, more thoughtful narrative. Instead of products, they present stories; instead of sales, they show manufacturing processes. Campaigns feature documentary aesthetics, quiet activism and artistic installations. Sustainability is not just a theme here, but also a form of expression – based on authenticity, a relationship with clothing and respect for time. This is where the inspiration for marketers lies: that less can mean more if a brand decides to speak clearly, honestly and with confidence in the intelligence of its audience. H&M – Conscious Collection (2011) Swedish clothing company H&M is considered one of the leaders in the global fast fashion scene, so it comes as no surprise that, like other companies in a similar position, it faced growing criticism for its negative environmental footprint with the arrival of the new century. The long-term Conscious Collection campaign, first launched in 2011, thus fulfils two key objectives: firstly, it responds to the criticism, and secondly, it seeks to appeal to new generations of customers who think fundamentally differently about sustainability than their predecessors. As part of this campaign, H&M launches a collection made from sustainable materials every year, seeking to demonstrate that even fast fashion can be conscious. Visually, the campaign draws on the aesthetics of high fashion editorials and haute couture: the spots are dominated by detailed shots of textures, slow-motion images of the production process and natural motifs that contrast with the modern cut of the clothing. Over time, the basic collection has been complemented by the premium Conscious Exclusive line, which relies on short fashion films featuring leading international models such as Giedrė Dukauskaitė and Rianne Van Rompaey for its promotion. H&M clothing is commonly perceived as an affordable alternative, and with these campaigns, the company is trying to show that it can offer something more.

STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

22. 7. 2025 | 3 min read Marketers risk significant blind spots if they use their intuition to judge their branding, but working as a group and deploying consumer research offers a way forward, according to new research from the Ehrenberg-Bass Institute.

ADS GRABBING AND SUSTAINING ATTENTION ARE THE KEY TO BUSINESS SUCCESS

20. 7. 2025 | 6 min read Consumer attention matters more than ever. People are bombarded with thousands of ads and messages daily—and most get ignored. In a world of endless distractions, advertisers’ ability to grab and sustain attention is the key to driving real brand impact. Interesting insights in this regard came from the 2025 Uber Advertising Attention study, which focused on the ability of ads within the Uber app to capture attention.

SUMMER-FLAVOURED TV ADS: ROMANTIC LOVE STORY THAT MELTS EVEN THE TOUGHEST HEARTS—AND WALLETS

19. 7. 2025 | 8 min read Love and summer are universal themes that everyone can relate to. A first kiss at sunset, a shared drink on the beach, or playful flirting in the pool become a natural part of a brand’s story in advertising spots. Hot days, setting suns, the salty scent of the sea, and the first shy touches—these are images that instantly evoke memories and desires. A TV ad has the power to turn a few seconds on screen into an emotion that lasts all summer long.

HOW ONE VIDEO GAME TOOK ON CULTURE TO TURN LOSS INTO BRAND LOVE

17. 7. 2025 | 4 min read When Clash of Clans – a mobile video game made by Supercell that reportedly has up to 150 million monthly users – lost relevance and some love, the marketing team took creative risks to stage a brand comeback, revealing their secrets at the Cannes Lions Festival.