WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?
1. 2. 2024 Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I… Continue reading WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?
THE SUPER BOWL PHENOMENON AND HOW THE SPORTING EVENT OF THE YEAR ELEVATED TELEVISION ADVERTISING TO A PRESTIGIOUS DISCIPLINE
31. 1. 2024 How is it possible that the Super Bowl is such a phenomenon? And how does it help form the current shape of what we consider to be truly quality television advertising?
ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW
31. 1. 2024 A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer to incremental sales as… Continue reading ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW
HOW CONNECTED TV IS CHANGING THE GAME FOR ADVERTISING
31. 1. 2024 An increasing number of consumers are ditching their cable subscriptions in favor of more flexible and personalized viewing experiences. As of the most recent statistics, an incredible 88 percent of U.S. households own at least one internet-connected TV device, while the number of CTV users amounted to more than 110 million among gen Z and… Continue reading HOW CONNECTED TV IS CHANGING THE GAME FOR ADVERTISING
BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS
30. 1. 2024 A new study shows that brand characters out-perform celebrities in Super Bowl ads, though few brands use that approach. Super Bowl advertisers are shortchanging their brands by relying so heavily on celebrities, according to new research from System1 Group. System1 tested consumers’ emotional reactions to Super Bowl ads of the past four years (2020-2023) and… Continue reading BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS
TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?
29. 1. 2024 Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly. Amid all the positivity around marketing “confidence” appearing to improve heading into this year, TV is set to have another very tough year. Media-buying agency bosses I’ve spoken to in… Continue reading TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?
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
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.
