WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

22. 1. 2024 Peter Field: why tv is still at the heart of effectiveness Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned. Using the latest data gleaned from the IPA’s global Effectiveness Award submissions, Field laid… Continue reading WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING

22. 1. 2024 What trends can we expect to see in media planning, advertising investment and the entire media ecosystem this year? WARC mentions four key areas in its fresh report The Future of Media 2024. Predictions for this year are optimistic. Global ad spend is expected to grow at double the rate of last year and exceed… Continue reading WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING

WILL SELF-SERVE GET SMALL ADVERTISERS TO EMBRACE TV? (WOLK)

21. 1. 2024 The television industry has come to realize that there are millions of small companies that could be running television commercials but are not. You may remember the days of Cambridge Analytica, when many of the world’s largest companies were pressured to withhold their advertising dollars from Meta (which was still called Facebook at the time).… Continue reading WILL SELF-SERVE GET SMALL ADVERTISERS TO EMBRACE TV? (WOLK)

SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS

20. 1. 2024 Three in five also wish they could see store/brand inventory on their TV, according to LG Ad solutions. LG Ad Solutions has released a new survey that indicates many consumers would like to be able to shop directly from their TVs. Its latest streaming survey, “The Shoppable TV Report: 2024 and Beyond,” found that 53%… Continue reading SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS

HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS

19. 1. 2024 If you have been paying attention, you will remember the research study on the effectiveness of TV program sponsorships conducted by the Marketing Scientist Group in collaboration with Paramount ANZ (Australia & New Zealand). The study explores the impact of attention on brand assets within TV sponsorships. The study encompassed a comprehensive experiment involving 2200… Continue reading HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS

SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

17. 1. 2024 Second-screening is “consistently beneficial” to TV ad response rates, new research has found. In the study, ViewersLogic showed a panel of participants divided into “consistent second-screeners”, “non-second-screeners” and “occasional second-screeners” TV ads from seven brands to gauge the impact of second-screening on response rates and how this correlated with gaze and attention. Results revealed second-screening… Continue reading SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers. Television advertising has always enjoyed a recognition for impact. Compared with digital equivalents it is undervalued for what it… Continue reading PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024 Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality. Trust is often correlated with quality and has become increasingly important. Consumers are continuously forming assessments… Continue reading THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

15. 1. 2024 DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

AI AS A STRATEGIC WEAPON IN MARKETING AND ADVERTISING

9. 1. 2024 In the last year, we have seen a boom in AI capabilities and its widespread integration into practice. This opens up new perspectives for marketers, and those who jump on the AI train early will get a significant head start. This is because AI not only enables better targeting, content optimisation, more efficient processes and… Continue reading AI AS A STRATEGIC WEAPON IN MARKETING AND ADVERTISING

THE FIRST YEAR OF THE MAM SPOT DUEL HAS A WINNER. WHO LIFTED THE TROPHY?

8. 1. 2024 From the 16 commercials, MAM readers and viewers chose the best one for the past year 2023. The campaign that collected a large number of votes from the eighth final to the decisive final duel was the one to take the title, and you definitely couldn’t miss it on TV. The absolute winner was the… Continue reading THE FIRST YEAR OF THE MAM SPOT DUEL HAS A WINNER. WHO LIFTED THE TROPHY?

STUDY: RECORD SPEND EXPECTED FROM US POLITICAL ADVERTISERS

7. 1. 2024 Samba TV, a provider of TV technology for audience data and omniscreen measurement, has released its Guide to Political Advertising: 2024 Report, detailing proprietary Samba TV data and study results as part of a survey conducted with global research firm HarrisX. At a time of all-time low trust and dissatisfaction in media, this political season… Continue reading STUDY: RECORD SPEND EXPECTED FROM US POLITICAL ADVERTISERS

SURVEY USA: MAJORITY OF VIEWERS WOULD SWITCH TO AD-SUPPORTED STREAMING TO SAVE $5 A MONTH

5. 1. 2024 More consumers who were previously intolerant toward ads are coming around to ad-supported services to save money. According to the “TV reklama: Fact vs. Fiction” study , this percentage is “significantly higher”. This softening of ad aversion is a trend that will continue to grow, as the Hub reports that over the past year, more… Continue reading SURVEY USA: MAJORITY OF VIEWERS WOULD SWITCH TO AD-SUPPORTED STREAMING TO SAVE $5 A MONTH

WILL 2024 BE A REVOLUTIONARY YEAR FOR MEDIA: THE DOMINANCE OF CTV, AN EARTHQUAKE IN THE MIX OF ADVERTISERS, THE THREAT OF STREAMING SERVICES AND THE DAWN OF AI’S ADVERTISING POTENTIAL

5. 1. 2024 The world has welcomed the year 2024 with great expectations. Without exaggeration, this year seems to have potential to be truly revolutionary in the TV broadcasting environment.

STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X

4. 1. 2024 Consumers pay 4X more attention to CTV ads when they are contextually targeted with AI according to a new AVCA study. A new study by Alliance for Video-Level Contextual Advertising (AVCA), an organization dedicated to funding research into the use of Artificial Intelligence (AI) for contextual advertising in streaming, found that consumers pay nearly 4X… Continue reading STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X

MEDIAR CHOICE: TOP 10 CZECH ADVERTISING CAMPAIGNS OF 2023

1. 1. 2024 Server Mediar.cz presents an annual selection of the best ads from the Czech environment. For the ninth year in a row, experienced Czech creatives evaluated domestic campaigns week after week in the Advertising Cathedral. Here are the top ten ads they liked the most in the past year. Would you vote the same way as… Continue reading MEDIAR CHOICE: TOP 10 CZECH ADVERTISING CAMPAIGNS OF 2023

WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

30. 12. 2023 Despite the rise of streaming services and CTV, traditional television is still prevalent. Television advertising has come a long way since the early days of broadcast, and today Connected TV (CTV) is a major player in the advertising landscape. With the rise of streaming services and internet-connected devices, CTV has become a popular medium for… Continue reading WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year. It’s been a bit of a year. The headlines were varied and the takes have been hot. To help you make sense of it all,… Continue reading RITSON’S TOP 10 MARKETING MOMENTS OF 2023