TRAVELERS REACT TO AI-GENERATED TRAVEL ADS

25. 7. 2023 | 5 min read AI has dominated the news for this first half of 2023 and using new artificial intelligence tools to help create ads has been all the buzz lately. So much so that NPR recently published an article and released a related podcast episode on how to recognize AI-generated images. The travel marketing space has been no different; AI has begun its integration with travel—including providing recommendations, booking, forecasting, creating itineraries, and now advertisements. Case in point, an AdAge article published in March explored how Lithuania Travel deployed the generative AI software Midjourney to make tourism ads for one of their campaigns.

BRANDS TAKE THEIR INTELLECTUAL PROPERTIES TO HOLLYWOOD — WITH MARKETING MIXES TO GO ALONG WITH THEM

25. 7. 2023 | 5 min read Barbiecore has reached fever pitch this summer. In anticipation of the upcoming Margot Robbie and Greta Gerwig live-action film based on the Mattel doll that will be released July 21, dozens of brands have released limited-edition Barbie merchandise and many more are collaborating with the brand.

SPORT AND SOCIAL ISSUES: TV ADVERTISING IN GERMANY TAKES A MORE SERIOUS TURN

24. 7. 2023 | 10 min read Not only discipline and organization, but also a specific humor, a love of sport and, above all, an intrinsic need to solve social problems. All of this is reflected in the German ads, which react very sensitively and emotionally to the current difficult situation and interpersonal relationships.

PREDICTION: ADDRESSABLE TV ADVERTISING IS SET FOR RAPID GROWTH

14. 7. 2023 | 2 min read The addressable tv advertising market is set for rapid growth, according to a new report. Its volume is expected to increase from the current usd 56 billion to usd 87 billion in 2027.

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

14. 7. 2023 | 8 min read German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad. The study came to a clear conclusion: there are large differences in the perception of advertising during different phases of the day, which offers advertisers and media agencies the chance to optimally design and plan ads using appropriate creative elements and thus achieve a higher impact and memorability with tv viewers.

THE DRIEST HUMOR, THE MOST TOUCHING STORIES AND THE BEST CHRISTMAS COMMERCIALS. THAT’S TV ADVERTISING IN THE UK

12. 7. 2023 | 9 min read UK TV spots are winning awards around the worlds. And rightfully so. British creatives are pouring out some interesting ideas and are able to play both the poignant and the humorous notes. This is evidenced by the large number of awards that British brands took home from this year’s Cannes Lions 2023 International Festival of Creativity.

DOVE US: WHAT DO YOUR HANDS MEAN TO YOU?

12. 7. 2023 Background Unilever is committed to increasing diversity and promoting more inclusive representation of people through its advertising. Dove’s Advanced Care Hand Wash campaign does just that & is an important step in its #unstereotype commitment. To launch Dove’s new hand wash, Dove wanted to reappraise the importance of their hands. It was the first time Dove’s testimonial was told by the hands themselves, in Sign Language.

BRANDS NEED TO MARRY HUMOUR AND PURPOSE

11. 7. 2023 | 3 min read System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose.

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

9. 7. 2023 | 6 min read Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the hearts of its audience.

NIELSEN: STREAMING OFFERS 7X MORE LGBTQ+ INCLUSIVE PROGRAMMING THAN LINEAR TV

7. 7. 2023 | 3 min read Marketers “continue to miss opportunities to build connections with gender diverse and LGBTQ+ audiences,” new Nielsen report finds

TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

4. 7. 2023 | 9 min read Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know what works for american viewers?

COMING UP WITH A TV AD BASED ON A JOKE IS NOT EASY. THE MARKETING BATTLE IS FOUGHT OVER THE BEST POSSIBLE PUNCHLINE

3. 7. 2023 | 12 min read The first of July is a symbolic date for several reasons. It is, of course, the first day of the summer holidays, an event that is awaited with great anticipation by schoolchildren and with less enthusiasm by their parents. But the first of July is also the international joke day, so we hope you remembered to have a good laugh this past weekend. If you did not, maybe you will with one of the ads that are universally appreciated for their ingenious, witty and well-constructed punchlines. Whether you are fans of sarcastic humour, cruel jokes, absurdity taken to extremes, or hilarious paradoxes and contradictions, the world of TV advertising has something in store for everyone! Diet Pepsi – Could I Borrow a Diet Pepsi? (1986) What would not a man do to please an attractive neighbour who comes to his apartment for a Diet Pepsi? The legendary escapade of Michael J. Fox, who was at the height of his fame in the 1980s not only thanks to his role as Marty McFly in Back to the Future, may be familiar to Czech viewers who have come to love the satirical TV show Česká soda. The punchline of the joke is the same in both cases. Fox, of course, has drunk all the Diet Pepsi, which he is certainly not about to admit. He is thus able to do practically anything to get the lady her coveted soft drink. Not a window ledge, rescue ladders, or the street during rush hour can stop him. When he triumphantly returns with a bottle of Diet Pepsi, he thinks he has scored. But it would not be a proper joke without a final twist. Presently, an equally attractive roommate of the first visitor who shares her fondness for Diet Pepsi comes to the apartment. For Michael J. Fox, this undoubtedly means another dangerous quest for the holy grail of soft drinks.

LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

2. 7. 2023 | 3 min read Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked.

FROM NEW YORK TO MANILA: TV ADVERTISING AROUND THE WORLD

1. 7. 2023 | 6 min read The summer season is here together with the time to fulfil the desire to explore mysterious distant places, new cultures and customs. For most people, summer is a time when the gateway to a world of experiences far beyond our everyday lives opens. We do not stay at home either. In our summer series of articles, we will travel around the world to explore TV advertising and its specifics in different countries to get inspired by original approaches to creating TV ads that can bring new, uncommon creative elements to our own campaigns.

EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

30. 6. 2023 | 7 min read Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising?

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

29. 6. 2023 | 5 min read Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great.

EFFIE IS OPENING APPLICATIONS

27. 6. 2023 | 3 min read Effie, the biggest domestic advertising and marketing effectiveness competition, is now open for entries.

LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS

26. 6. 2023 | 3 min read Just 3% of more than 400 ads from 2022 had LGBTQ+ representation.