MEDIA CLUB LAUNCHES AUTOMATIC HBBTV AD BUYING

15. 8. 2023 | 2 min read The Czech sales agency Media Club has with its technological partner KINET developed a new advertising platform which allows clients to quickly and automatically purchase the Switch-In advertising format on HbbTV.

MNTM SELECTION: HOLIDAY ADS THAT WARM THE HEART

10. 8. 2023 | 4 min read The holiday season may be far ahead, but there's no time to waste in planning for it. Each month, QuickFrame by MNTN compiles a selection of the best ad creatives whose concepts have resonated with audiences. And now is a good time to take a look at a few favorite holiday ads from the past season that can provide inspiration for upcoming holiday campaigns.

WARC: AD SPENDING ON CTV GROWING, BUT SLOWER THAN RETAIL MEDIA

10. 8. 2023 | 2 min read Connected TV, or CTV for short, is in a growth phase, as viewers and advertisers migrate from linear broadcast television. The channel is being hyped by media owners and ad tech vendors alike as offering the ideal synthesis of TV reach and digital addressability.

PRINCE HARRY, JAMES BOND, AND PADDINGTON BEAR. THEY WERE ALL LUCKY ENOUGH TO APPEAR IN TV SPOTS ALONGSIDE ELIZABETH II

10. 8. 2023 | 15 min read When the British queen Elizabeth II died last autumn, it affected the whole world. Both those who loved the queen and those who see the British monarchy as a relic of the 19th century. To some extent, this is due to the fact that the queen and her family are not only political actors but also (and perhaps above all) part of global pop culture. Elizabeth II was also aware of this specific role during her lifetime, and she did not hesitate to engage in several marketing activities to promote events that were important to Great Britain. However, marketing and the british royal family are not exactly concepts that necessarily go hand in hand. If you are a traditional manufacturing or distribution company, you are probably not going to get the official royal stamp in your presentation. But there are options - official ones and less so. But you must always remember that you are teetering on the edge, with only one thing setting the basic direction - strict rules. RULES, RULES, AND MORE RULES First of all, it is good to remember that even a simple mention of any member of the royal family or a significant event is not a commonplace for marketers. Of course, many of them would like to add a touch of formality to their product, and references to the ruling family or symbols of the British monarchy are more suited to this than anything else. But as has been said, it is not that simple - no member of the royal family can be mentioned or shown in any marketing campaign without prior approval. The only exceptions to this are incidental mentions that are not directly related to the product being advertised and mentions in books, articles, films or other sources associated with that person. But even this is not a 100% rule.

WOMEN’S SPORTS VIEWERSHIP ON THE RISE

9. 8. 2023 | 8 min read Interest in women’s sports is growing at a meteoric pace. How can broadcasters and sponsors fuel the momentum?

TV ADVERTISING IN NEW ZEALAND: EMPHASIS ON NATIONAL IDENTITY AND PROMOTION OF MAORI CULTURE

9. 8. 2023 | 12 min read Would you like English or Maori? In a country with the Maori name Aotearoa, which means “land of the long white cloud”, you can choose. New Zealand’s ads focus on national identity, are heartfelt and reflect the kiwis, Their character, and their unique world.

ADVERTISING AND ANALYTICS: AN INTERVIEW WITH DR GRACE KITE

9. 8. 2023 | 12 min read Contagious speaks to Dr Grace Kite about the relationship between advertising and analytics, and why even LinkedIn likes have their place in discussions about effectiveness.

EFFIE APPLICATION DEADLINE IS APPROACHING, ONLY DAYS LEFT

8. 8. 2023 | 1 min read Agencies and sponsors don't have much time left to submit projects to the Advertising and Marketing Effectiveness Competition.

TV ‘AD INTOLERANT’ VIEWERS STILL IN THE MINORITY, STUDY FINDS

7. 8. 2023 | 2 min read As advertising-supported streaming platforms continue to see steady growth, so-called “ad intolerant” television viewers are still in the minority.

STUDY UK: IPA RESEARCH DETAILS CHRISTMAS CUTBACK PLANS

3. 8. 2023 | 3 min read Two thirds of UK adults are planning some cutbacks in their Christmas spending, according to new research from the IPA – understanding pain points and opportunities will be crucial.

TV ADVERTISING IN INDIA: BOLLYWOOD CELEBRITIES EARN MORE FROM ADVERTISING THAN FROM FILMING

3. 8. 2023 | 9 min read The world’s second largest TV market. A country where advertising is based on celebrities, who are looked up to as deities. Where the most common language is English, but many population groups don’t speak it. Where, despite the prevalence of vegetarians and sanctity of the cow, the McDonald’s brand has caught on. A country where the chosen ones live in modern western-style residencies, brimming with luxury, but those born in the “wrong” caste survive in shacks in abject poverty. This is India, a land of contrasts. Let’s see what specifics define Indian advertising. IN THE BEGINNING, THERE WAS CLOTHING The very first black and white television advertisement in India was aired on January 1, 1976 (some sources say 1978) and it was for Gwalior Suitings garments. Unfortunately, the footage is not available. However, this is not true of the first colour advertisement. The colour spot, which lasted a full 100 seconds, is highly reminiscent of a Bond parody. It concentrates everything you might think of in connection with an action movie (in this case, an ad) - knife throwing, leopard, python, swords, shooting, murder, kidnapping, helicopter, sensuality, suspense, speedboat. It would probably make Agent 007's own chin drop:

VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

1. 8. 2023 | 9 min read ARE YOU WONDERING HOW YOU CAN USE TV TO BUILD OR STRENGTHEN YOUR BRAND, INCREASE WEBSITE TRAFFIC, LAUNCH NEW PRODUCTS SUCCESSFULLY OR INCREASE YOUR SHARE OF MARKET? JASON WIESE, SVP, DIRECTOR OF STRATEGIC INSIGHTS AT VIDEO ADVERTISING BUREAU (VAB), AND AMIT SHARAN, SVP OF MARKETING AT TATARI, SHARE THEIR ANALYSES AND CASE STUDIES FOCUSING ON “HOW TV ADVERTISING GROWS BRANDS”.

LESS CHOICE AND MORE ADS: WHY TRADITIONAL TV IS MAKING A COMEBACK

1. 8. 2023 | 6 min read When streaming landed on our screens, it was hailed as television’s promised land. It offered content at our beck and call, drawn from libraries as deep as the internet itself. But as balance sheet economics has caught up to the multi-billion dollar spending sprees, content is vanishing and streaming itself is evolving.

THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

31. 7. 2023 | 1 min read Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour.

TRAVEL SECTOR TV AD COLLECTION

31. 7. 2023 | 1 min read Travel is an industry that is always looking forwards. Yes, towards future bookings, but also towards the next creative idea. With customers returning to holidays in force post-pandemic, competition is high and strong brands are essential. TV advertising has a critical role to play and the travel sector delivers some stand out ad creative that has helped build brands.

HOW WILL ATSC 3.0 TRANSFORM TV ADVERTISING?

31. 7. 2023 | 5 min read The arrival of ATSC 3.0/NextGen TV—and its ability to combine broadcast with IP—has the potential to transform TV commercials from one-way mass-market blasts to two-way personalized interactive experiences.

TV ADVERTISING IN JAPAN: ECCENTRIC SPOTS FULL OF CELEBRITIES, ANIME AND FANTASY – COLOURFUL, CRAZY, FUN – AND COMPLETELY DIFFERENT

27. 7. 2023 | 9 min read Japanese TV commercials are so quirky they are a world unto themselves. And they’re so famous that they’ve even been parodied in the Simpsons series. But as well as being noisy and colorful, they also offer a glimpse into the Japanese soul. They reflect traditional Japanese culture and a deep respect for consumers.

AI AND THE AVOD VIEWING EXPERIENCE

25. 7. 2023 | 6 min read As AVOD models gain traction, the combination of automation and human intuition will ultimately help deliver the right balance for both viewers and advertisers