Tag: advertising
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024 Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with local offers to potential REWE customers at the nearest store. These offers would automatically update every week for over 2,000 retailers across Germany.
GLOBAL ADVERTISING SPEND TO PASS $1 TRILLION FOR THE FIRST TIME THIS YEAR
26. 11. 2024 | 2 min read Global advertising spend is on course to grow 10.7% this year to a total of $1.08trn, with online media leading the charge – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded - the new forecast represents a 0.2 percentage point (pp) upgrade on WARC’s last global forecast in August.
RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT
25. 11. 2024 | 3 min read The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase.
WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’
25. 11. 2024 | 2 min read When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every media channel has a different level of variation around its average ROI, which will depend on factors such as the range of formats available and the ability to get creative right. Channels like Linear TV and Print, for example, have low variation and so represent a lower risk investment. Channels such as Paid Social and Cinema, on the other hand, have higher variation and can therefore be regarded as a higher risk investment. While less predictable channels can yield a higher ROI than more predictable ones when they work well, they can also deliver a well-below-average return if they don’t. What it means Advertisers facing these trade-offs can run multiple optimal media mix scenarios, the report suggests: Thinkbox’s own Media Mix Navigator allows the choice of different levels of risk when assessing potential ROI.
FROM THE COMPETITION ADCE TAKES THE BRONZE TRIAD FOR BEER FROM THE AIR
25. 11. 2024 | 2 min read The "Beer from the Air" campaign, created by Triad Prague for Radegast, won bronze at the ADCE competition.
MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH
24. 11. 2024 | 5 min read Last year's egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales.
STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES
23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.
“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING
20. 11. 2024 | 1 min read The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.”
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024 To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In a first-of-its-kind approach, Atresmedia and Estrella crafted a unique gamified experience by staging a thrilling, real-time “jewelry heist” that unfolded during the New Year’s ad break. Instead of standard commercials, Atresmedia viewers were pulled into a high-stakes heist scene inspired by Berlin, with clues embedded throughout the segment. This immersive storyline invited viewers to participate as detectives in real-time, tasked with figuring out the heist’s “solution” before the ad break ended.
PUBLICIS GROUPE HAS JOINED THE EYEMETER PILOT PROJECT FROM MEDIAN
14. 11. 2024 | 3 min read Publicis Groupe was one of the agencies in the Czech Republic to participate in Median's EyeMeter pilot project. Its aim is to find out more accurate information about how much attention and time people are paying to advertising content. The results of the pilot study will be available during January next year.
EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX
14. 11. 2024 | 5 min read This year's edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year.
NOBODY WILL PAY ME FOR ADVERTISING FOR PENSIONERS, THERE IS ROOM FOR CT, SAYS PRIMA BOSS SINGER
7. 11. 2024 | 2 min read The two largest commercial TV groups in the Czech Republic are experiencing a successful year from the point of view of advertisers. Both Prima and Nova are close to full advertising sell-out this year.
EFFIE SHORTLIST: MCCANN, OGILVY AND PHD HAVE THE BEST CHANCES
7. 11. 2024 | 2 min read The Effie advertising effectiveness competition has announced the nominated campaigns that will emerge as this year's winners.
COCA-COLA BRINGS THE MAGIC OF CHRISTMAS AND CONTINUES THE WORLD NEEDS MORE SANTAS CAMPAIGN
5. 11. 2024 | 4 min read Coca-Cola continues its "The World Needs More Santas" campaign this year, inspiring kindness and generosity through small acts of kindness or unforgettable experiences at the Christmas truck roadshow, which this year will also offer visitors a glimpse of Lapland.
CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING
4. 11. 2024 | 5 min read Czech society is ageing unstoppably. The options for staying fit and healthy are continually improving and evolving, but middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle.
ATTENTION DRIVES INCREMENTAL PROFIT
4. 11. 2024 | 2 min read There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research.
MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS
4. 11. 2024 | 1 min read Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition.
HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?
1. 11. 2024 | 5 min read In the TV business, we’ve become accustomed to a lot of acronyms and jargon. Just within the last few years we have been introduced to OTT, SVOD, AVOD, PVOD, FAST and various other iterations of what amounts to internet-delivered content that is either free to consumers or via subscription or one-off transaction. But one less-buzzy term I think you would be well advised to get acquainted with is HbbTV, or Hybrid Broadcast Broadband TV.