MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

19. 6. 2023 Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times.

GREASE CELEBRATES FORTY-FIVE YEARS. HOW HAS THE ICONIC MUSICAL MADE ITS MARK IN THE HISTORY OF TV ADVERTISING AND WHAT DOES THE FUTURE HOLD?

16. 6. 2023 On 16 June, the american musical Grease will celebrate its 45th anniversary. Although it is a film that is the epitome of american pop culture of that time, after its release in cinemas, it won fans all over the world, including the Czech republic. And what is even more extraordinary - the strength of the fan base continues to grow today. So it is no wonder that when T-mobile decided to reminisce about this popular musical at this year’s Super Bowl, it received enthusiastic reactions and discussions about what is next for Grease. Can appropriately targeted marketing herald the revival of an unforgettable phenomenon in this situation? And what about the legacy of Grease in the marketing world - are companies trying to make the most of it?

TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

13. 6. 2023 Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform.

GET RID OF THE 11 THINGS HOLDING YOUR CREATIVITY BACK NOW

12. 6. 2023 At the end of last week, Thinkbox unveiled the results of an investigation by Laurence Green, one of the UK's most respected advertising strategists and creative leaders. He conducted a total of 34 in-depth interviews with agency and client executives. The interviews took place in April and May this year and involved companies such as adam&eveDDB, AMV BBDO, Boots, Channel 4, Creature, Havas Creative, ITV, Leo Burnett, Lloyds Banking Group, McDonald's, Mother, Publicis Groupe, Saatchi&Saatchi, Sainsburys, VCCP and others. Respondents included Sir John Hegarty, co-founder and creative director of The Garage, and Tim Lindsay, chairman of D&AD.

NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023

9. 6. 2023 A Peacock ad starring Kevin Hart also made the cut, as did a star-studded spot for Bulgari featuring Zendaya and Anne Hathaway. What makes for a successful commercial on YouTube? It helps to be a streaming service.

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

6. 6. 2023 The Czech humorist was born in Prague in 1957. He is a well-known comedian who firstly became famous mainly for his acting roles. You may know him for example from the films Kopytem sem, kopytem tam, Vrát se do hrobu, Díky za každé nové ráno or from the series Česká soda. He is also a co-founder of the Sklep Theatre. However, he is also no stranger to the world of advertising - he works as a screenwriter and director. He studied directing at FAMU in Prague. However, during his studies he already worked at the Barrandov Film Studios as an assistant director. He has many successful TV commercials to his credit. For example, he is behind the spots for Fidorka or the campaigns for the CLEVER brand, where he presents effective scientific experiments. He is also the author of the children series Z deníku žáka 3.B aneb Edudant a Francimor. His work is characterized by a humorous touch and tends towards recession and light provocation. FIDORKA AND MISCHIEF Milan Šteindler has directed several spots for the Fidorka brand. Despite the fact that, as usual, they were mainly based on exaggeration and humour, these were not among the most provocative and were accepted by the Czech audience - both laymen and professional - without protest, unlike other films from Šteindler's workshop. This series of spots was created in cooperation with the Havas Prague agency and appeared on television in 2008.

OMDIA RESEARCH: CEE FAST MARKET ON TRACK TO REACH $42M

5. 6. 2023 The Central and Eastern European market is on track to reach $42m in free ad-supported streaming tv (FAST) revenues by 2028 according to new research from Omdia.

CHILD-ORIENTED ADVERTISING OR THE BALANCE BETWEEN REGULATIONS AND ETHICS. WHAT ARE THE RULES OF THIS COMPLEX MARKETING DISCIPLINE?

3. 6. 2023 Most of us are probably able to figure out what information the creators of each television spot are trying to convey to us when watching TV. We can tell when they’re using well-intentioned hyperbole and we can equally tell when they’re trying to sell us ideas that aren’t quite our own. But there are those among us who don’t yet have that ability - children, of course. For some businesses, children are the main target group they are trying to reach with their marketing. The very concept of advertising aimed at a group of people with limited capacity for critical thinking and analytical reasoning is also bound by many regulations or unwritten rules. Marketers are entering a thin ice where the main question is - what is still allowed and what is already over the line?

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign.

IT WILL BE POSSIBLE TO SKIP THE AD ON PRIMA AFTER FOUR MINUTES

30. 5. 2023 Skipping of ads in the rewind view of internet operators offering Prima Group channels will be possible from June after four minutes.

EXPERTS STUMPED BY ‘AD TURING TEST’ /

30. 5. 2023 A panel of experienced marketing professionals struggled to tell ads made by students from those generated by AI in a competition pitched as the first ‘ad Turing test’.

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency.

IVAN ZACHARIÁŠ, THE CZECH WHO CONQUERED THE WORLD WITH HIS ADVERTISING

25. 5. 2023 Ivan Zachariáš is one of the most successful Czechs in the world of advertising. He has created ads for major world-renowned companies including Stella Artois, Land Rover and Adidas. He is also the director for jingles for the International Film Festival in Karlovy Vary. He has also worked on feature films, including the drama Pustina (Wasteland), the series Bez vědomí (The Sleepers) and the feature film Konec světa (The End of the World). A good commercial can be done for any product Ivan Zachariáš has been inclined to filming and directing since his student days. He graduated from the Department of Documentary Filmmaking at FAMU in Prague and some of his short films have achieved considerable success. For example, Mulit, a 2003 parody of Bollywood films, is part of the collection of the Museum of Modern Art in New York.

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

23. 5. 2023 Richard Shotton is an expert in the practical application of behavioural science. He talks to Contagious about why friction should come first, why agencies should apply biases laterally rather than literally, and more.

NEXTV AD CONFERENCE: GROWTH OF THE TV MARKET DRIVEN BY ADVERTISING REVENUES FROM VOD SERVICES, DEVELOPMENT OF ADDRESSABLE ADVERTISING AND THE EMERGENCE OF FAST CHANNELS

22. 5. 2023 In mid-May, a series of international conferences Nextv Ad Europe and Nextv Series Europe were held in Prague, organized by Dataxis, with the Association of Commercial Televisions (AKTV) as a media partner. The first day of Nextv Ad Europe focused on the latest developments in TV advertising, innovations in ad formats and their distribution, as well as ways to integrate programmatic advertising strategies into the TV ecosystem in Europe.

HOW TO INCREASE REACH BY 15% FOR FREE!

19. 5. 2023 Most brands are missing a trick by failing to include audio descriptions of ads for visually impaired consumers, or closed captions for those with hearing difficulties – yet 15% of the population has some form of these two disabilities. Why it matters It’s the stated aim of Procter & Gamble’s chief brand officer to reach 100% of category buyers, so all P&G brands will simply have to be accessible to all consumers. There’s a straightforward business case, with disabled consumers around the world commanding an estimated $8 trillion in spending power. And that’s quite apart from the emotional connections brands can make with consumers who frequently feel left out and unnoticed. Takeaways

DAVID BAUCKMANN: WHEN WILL TV PLANNERS HAVE A FREER HAND FOR ONLINE?

19. 5. 2023 TV planners are crying foul over the lack of TV ad impressions. Yet there are clouds of video ads on the Internet, and they are far from sold out. So what's the problem? There are certainly multiple reasons, but I'll just address the quality perspective here, writes David Bauckmann, CTO of Impression Media, in a commentary.

IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS

18. 5. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games.