IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?
13. 9. 2022 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. In a recent Harvard Business Review article, researchers led by Duke University’s Fuqua School of Business said traditional advertising’s newfound appeal is partly due… Continue reading IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?
WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM
12. 9. 2022 Why the solutions to many of our advertising challenges are found under the hood? Fifteen or 20 years ago, a TV advertising sale was simply that: the sale of advertising units from a seller to an agency or advertiser. The deal was done, handshakes were made, spreadsheets were completed, and invoices were sent. If it… Continue reading WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM
IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?
11. 9. 2022 Live television is back in style. That’s a seemingly unlikely perspective for a programmatic SSP, but according to Magnite, there is a surge of advertisers that tried CTV during the past couple of years and now want linear inventory, too. Or, at least, they want to buy ads for the big screen on the wall… Continue reading IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?
EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST
8. 9. 2022 Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST
WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND
7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?
WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC
6. 9. 2022 Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.
MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION
6. 9. 2022 There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention. An interesting debate is springing up around attention, thanks to Professor Byron Sharp. A couple of weeks ago Sharp was coaxed from the towers of the Ehrenberg-Bass Institute to… Continue reading MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION
THREE ERRORS OF EFFICIENCY
5. 9. 2022 Critics of traditional media channels argue that they are wasteful and expensive. But these critiques are fundamentally flawed – rather than points of weakness they are, in fact, points of strength, argues Alex Murrell, Strategy Director at Epoch. We live in the era of efficiency. Instead of focussing on making our work bigger, we focus… Continue reading THREE ERRORS OF EFFICIENCY
WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP
5. 9. 2022 Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention. Professor Byron Sharp, author of the massively influential How Brands Grow books and Director of the Ehrenberg-Bass Institute, took aim at the growing interest in planning (or paying) for attention when speaking at an… Continue reading WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP
AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?
30. 8. 2022 Martin Nováček from media agency OMD Czech reflects on what parameters currently influence the price of TV advertising and asks where it can go. Price, the magic formula around which everything revolves and is decided. We have become accustomed to evaluating the success or failure of an advertising campaign through it, as if nothing else… Continue reading AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?
GROSS INVESTMENT IN ADVERTISING GREW BY 13% IN SEVEN MONTHS
26. 8. 2022 Gross investment in the purchase of advertising space in the media increased by almost 13% in the first seven months of the year. Gross investment in media ad space increased by almost 13% in the first seven months of the year, according to AdIntel’s monitoring of Nielsen Admopshere. Television advertising remains the strongest in terms… Continue reading GROSS INVESTMENT IN ADVERTISING GREW BY 13% IN SEVEN MONTHS
WARC PREDICTS AN ADVERTISING INVESTMENT SLOWDOWN IN 2023
25. 8. 2022 Brands will continue to invest in advertising in the second half of the year, but WARC expects a slowdown in 2023. Ad spend around the globe will rise 8.3% in 2022, before slowing significantly in 2023 – in a major new report, WARC downgrades expectations for global ad market growth by $90bn in the face… Continue reading WARC PREDICTS AN ADVERTISING INVESTMENT SLOWDOWN IN 2023
THE TOP 10 REASONS WHY TOTAL TV IS BETTER THAN YOUTUBE
25. 8. 2022 Trying to decide how to invest your media budget in video? Wondering what the difference is between TV and YouTube? This handy listicle will help you make the right call for your brand. One thing we can all agree on is video advertising is a highly effective way to communicate with consumers. There’s something about… Continue reading THE TOP 10 REASONS WHY TOTAL TV IS BETTER THAN YOUTUBE
NEW CONTENT ON TV NOVA WILL BUILD UP IN 2023
22. 8. 2022 The advertising autumn on TV Nova has been promising so far. The investments the TV group has made in the preparation of the programme should bear fruit not only this autumn, but especially next year, says Jan Vlček, CEO of TV Nova. Last week, the Nova Television Group presented its autumn scheme, from which it… Continue reading NEW CONTENT ON TV NOVA WILL BUILD UP IN 2023
BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT
22. 8. 2022 Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth Illustration of a large hand holding a red arrow pointing forward along side other light blue arrows pointing forward with tiny sized employees striving forward. For 28 months the pandemic propelled brands to explore and embrace the parameters of purpose in their… Continue reading BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT
6 REASONS WHY LINEAR TV IS NOT DEAD
19. 8. 2022 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] Here’s a headline we read recently that made us pause and take stock of things: ‘The death of linear TV: exaggerated, imminent, or simply premature?’ Nothing… Continue reading 6 REASONS WHY LINEAR TV IS NOT DEAD
SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?
18. 8. 2022 TV advertising may not carry the same weight it did years ago, but does that mean we should give it up altogether? Not really — and here’s why. TV advertising doesn’t carry quite the same weight it used to. Twenty years ago — back in the days of “water cooler” TV moments and must-watch televisual… Continue reading SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?
REMEMBER THE VALUE OF TV AS INFLATION BITES
18. 8. 2022 Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness. The rising cost of life in general and media in particular is a pressing concern for advertisers. Yesterday the UK’s Office of National Statistics reported that inflation has reached 10.1% — the first double-digit increase in prices in 40… Continue reading REMEMBER THE VALUE OF TV AS INFLATION BITES
