UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY
24. 9. 2020 Major new study reveals that media channels differ widely in their ability to communicate vital brand signals. • TV consistently delivered the strongest signals across all categories and audiences • Social media and video sharing sites performed significantly below average • Advertising on TV will deliver double the perceived level of quality & popularity than… Continue reading UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY
RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE
23. 9. 2020 It is advisable to retain communication activity, especially in a recession, as it is important for a brand’s market share. This is a message conveyed to marketers by Mark Ritson. Nobody is able to predict now when the current recession relating to the Covid-19 pandemic will come to an end. The situation will calm down with vaccination, which… Continue reading RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE
WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE
23. 9. 2020 Comcast’s ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they’ll be more impactful when you distribute them on television services, as well. That’s the big takeaway of “Digital Loves TV,” a study of consumer behavior from… Continue reading WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE
ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT
17. 9. 2020 A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said. Accurate cross-media measurement has been a long-standing challenge within the industry, and the WFA has teamed up with global advertisers… Continue reading ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT
DON’T CUT YOUR MARKETING BUDGET IN A RECESSION
14. 8. 2020 Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut…more In these difficult times, we’ve made a number of our coronavirus articles free for… Continue reading DON’T CUT YOUR MARKETING BUDGET IN A RECESSION
‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK
12. 8. 2020 In numerous “advertising attention” studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to… Continue reading ‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK
REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS
22. 7. 2020 It’s the industry debate that simply won’t go away – the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet. And a new report would appear to validate putting your marketing… Continue reading REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS
IN UNCERTAIN TIMES BE TV CERTAIN
21. 7. 2020 So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands. Now, more than ever before, marketing budgets are under pressure and the battle for market share is… Continue reading IN UNCERTAIN TIMES BE TV CERTAIN
HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY
10. 7. 2020 Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising. Facebook reportedly bore a loss of as a result of brands pulling their ad spend. However, those brands also forgo countless consumer connections while deciding how to repurpose temporarily stalled ad dollars. Regardless, many believe the cost is… Continue reading HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY
VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS
1. 7. 2020 What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two… Continue reading VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS
FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT
1. 6. 2020 As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends. Staring down the barrel of what is certain to be a severe economic recession, marketers are now preparing to navigate a period of prolonged uncertainty… Continue reading FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT
PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK
28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK
ADVERTISING OUT OF CV-19
25. 5. 2020 How will the advertising out of covid look like? The bellow summarized questions are answered in document Advertising-out-of-COVID-19.pdf. What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut… Continue reading ADVERTISING OUT OF CV-19
PAUSE BUTTON ADVERTISING
8. 5. 2020 In today’s advertising ecosystem, brands need to communicate with their clients in a creative, meaningful way and in a non-intrusive, safe environment. TV is the perfect destination. Belgian sales house SBS was the worldwide pioneer of an original format to reach viewers in exactly that way: Pause Button advertising. The SBS Pause button, which was… Continue reading PAUSE BUTTON ADVERTISING
KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA
7. 5. 2020 What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list. 1. If you are not exploiting the massive value of multiplatform TV advertising, you are missing out. 2. TV is the most effective medium, with the lowest risk and guaranteed high returns. 3. This crisis… Continue reading KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA
AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?
4. 5. 2020 Stéphane Coruble, CEO of RTL AdConnect, reflects on how broadcasters and advertisers are adopting a new approach to retain relevancy during the COVID-19 lockdown. The lockdown has shown that, far from being redundant, traditional media – and especially television – plays an essential role in reassuring people in times of crisis, and keeping them informed, educated… Continue reading AUDIENCES ARE TURNING TO TV IN THIS CRISIS. HOW ARE BROADCASTERS AND BRANDS SHOWING THEIR SUPPORT?
COMMERCIAL BROADCASTERS SUPPORTED INFORMATION CAMPAIGN OF THE MINISTRY OF HEALTH, AIRING 25 HOURS OF PUBLIC AWARENESS SPOTS FOR FREE
29. 4. 2020 Commercial TVs Nova and Prima participated in educational activities relating to the ongoing COVID-19 pandemic. In addition to tens of hours of their own news and journalistic content and new public awareness programmes launched, commercial broadcasters supported the official educational campaign of the Ministry of Health focused on prevention of the coronavirus infection and provided… Continue reading COMMERCIAL BROADCASTERS SUPPORTED INFORMATION CAMPAIGN OF THE MINISTRY OF HEALTH, AIRING 25 HOURS OF PUBLIC AWARENESS SPOTS FOR FREE
CO-VIEWING DURING COVID-19
28. 4. 2020 During CV-19, television has been delivering better value than ever before. The simple reason for this is co-viewing. If you’ve been gathering around the TV with your family in recent weeks like I have, you’re not alone. As we seek connection in this time of isolation, TV has cemented the role it plays in our lives… Continue reading CO-VIEWING DURING COVID-19
