SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING

24. 4. 2023 Most brands have made some sort of commitment to becoming more sustainable but just 4% of ads contain any such messaging, according to analysis that finds brands are prioritising price messaging over sustainability.

DAN WIEDEN – THE CREATIVE MIND BEHIND THE BIGGEST BRANDS

21. 4. 2023 What comes to mind when you hear the slogan “Just do it”? Or “The man your man could smell like”? Nike and Old Spice - the brands that are inherently associated with them certainly spring to mind. But what was the path to their creation and who is behind the unique identity of these brands? We’re introducing Dan Wieden, the creative mind behind them.

8 ANALYST PREDICTIONS ON THE FUTURE OF CHATGPT AND GENERATIVE AI IN MARKETING AND RETAIL

21. 4. 2023 “[AI] really does raise the bar in terms of what people are going to expect from you,” our analyst Jeremy Goldman said on our recent “ChatGPT and Generative AI” panel.

FARM ŽIVINA ENTERS THE TV WORLD

20. 4. 2023 Farm Živina has launched its first TV campaign, in which it has bet on sponsor messages.

WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA

19. 4. 2023 Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings. Diverse and digital Gen Alfa comprises those born around 2012 through to now, meaning the oldest members of Gen Alfa are already 11 years old.

HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS

18. 4. 2023 Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments.

SPIR: INTERNET IS “UNDOUBTEDLY” THE FIRST, INVESTMENTS GREW BY 18% LAST YEAR

17. 4. 2023 Investment in online advertising in the Czech Republic grew by 18% year-on-year in 2020 to reach CZK 57 billion. According to the professional association SPIR, online is the strongest media type on the Czech market.

DISCOUNTERS BOOST TV INVESTMENT AS THEY LOOK TO MAINTAIN MARKET SHARE MOMENTUM

16. 4. 2023 Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.

THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED

15. 4. 2023 Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines.

NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT

14. 4. 2023 Television is great on its own, but even more valuable in the mix making other mediums more effective’

UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018

13. 4. 2023 Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.

STUDY USA: HOUSEHOLDS SPEND ALMOST 6 MINUTES LOOKING FOR CONTENT TO STREAM ON TV

13. 4. 2023 As U.S. consumers increasingly switch to connected televisions, finding something to stream in a sea of content offerings has become a challenge.

ADVERTISING AS A DREAM FACTORY: CLAUDE C. HOPKINS, FOUNDER OF MODERN ADVERTISING

9. 4. 2023 Claude C. Hopkins is known as the man who laid the foundations of modern advertising. And quite literally - the book with the same title is probably his most important work. He worked as an advertising creator and copywriter in the first half of the 20th century, when television was still in its infancy. The boom in TV spots came in the 1950s and the 1960s, after the death of Hopkins, who lived from 1866 to 1932. So he did not experience the world of television advertising, but his ideas and techniques, based on scientific methods, testing and measurement of effectiveness, gave advertising a completely new direction and generally provided the theoretical basis for successful advertising. He is also regarded as one of the professionals who have made the greatest contribution to the field of copywriting. "ADVERTISING MUST BE DONE SCIENTIFICALLY" Claude C. Hopkins, during his time in advertising, applied advanced methods such as tracking the effectiveness of advertising campaigns and testing. In this article, we'll introduce the key methods and techniques described in his books, and show specific examples of campaigns he created - so what was the strategy behind the most successful campaigns for Schlitz Beer, for example, and others? We will reveal the ways in which he has enriched the rules of successful copywriting. In the conclusion of the article, we will also summarize what important takes we can apply to current advertising and marketing practice and how to use his ideas effectively for successful sales. HE COULD HAVE BEEN A LAWYER, BUT HIS PASSION WAS THE BUSINESS WORLD Claude C. Hopkins was a prominent American advertising creative, marketer and copywriter who was born in 1866 in Hillsdale, Michigan. After studying law, he decided to pursue advertising and entered the world of agencies. He worked his way up to a senior position at Lord & Thomas advertising and his talents helped the company to considerable success. During his career, Hopkins has created successful advertising campaigns for many companies including Bissell Carpet Sweeper, Goodyear Tire and Rubber Company, and Pepsodent Toothpaste. He is considered one of the pioneers in modern advertising, who sought to combine creative elements with scientific methods and data to create effective advertising campaigns. His approach to advertising has become the basis for many of today's marketing techniques and strategies. HOW TO MAKE A GOOD COPY? TEST AND CALL TO ACTION! Hopkins is rightly considered one of the most influential copywriters in history. His writing is the subject of his work My Life in Advertising. Many of the copywriting techniques described here are timeless and effective to this day. One of his key methods was the use of facts and evidence. Hopkins believed that if you provide customers with enough persuasive arguments, relevant facts and statistics, they are more likely to eventually make a buying decision. Let's look at some specific examples of practices that have influenced the way marketing strategies are shaped today:

NEARLY NINE IN TEN U.S. INTERNET HOMES HAVE A STREAMING VIDEO SUBSCRIPTION

3. 4. 2023 Two in five share passwords for services, up from 27% in 2019, according to Parks Associates.

TV IS THE FUTURE OF VIDEO GAME ADAPTATIONS, NOT MOVIES

2. 4. 2023 Recent video game adaptations have proven that the future of the genre lies on TV, rather than the tried and tested big-screen adaptations.

THREE OF THE FOUR VOD SERVICES WILL INTRODUCE ADVERTISING BY NEXT YEAR AT THE LATEST

31. 3. 2023 Advertising will become a standard part of most paid streaming services by 2025, according to the latest NPAW 2023 State of Streaming Advertising and Analytics study, which analysed data from 250 streaming service operators around the world.

THE FATHER OF ADVERTISING DAVID OGILVY

30. 3. 2023 There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

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

29. 3. 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.