HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

24. 6. 2023 | 3 min read Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found.

WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

23. 6. 2023 | 7 min read Louder, busier commercials are the new norm. And they seem to be working.

WHAT TO DO WHEN YOU HAVE NO BUDGET

22. 6. 2023 | 6 min read Achieving big things on a small budget is possible. Here are four things to consider.

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 | 9 min read Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level.

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

21. 6. 2023 | 3 min read Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still "by some way" the main lever at a marketers' disposal, during a recent talk at Thinkbox, the marketing body for commercial TV in the UK.

STUDY USA: REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH

21. 6. 2023 | 4 min read But some groups like Hispanics remain dramatically underrepresented in the top 50 TV shows, according to Samba TV.

HOT TAKES: HOW WILL AI AFFECT THE TELEVISION INDUSTRY?

20. 6. 2023 | 9 min read ChatGPT and its cousins took the world by storm this year, introducing the world to the wonders of generative AI and large language models.

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 | 4 min read The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.

MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

19. 6. 2023 | 2 min read 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 | 14 min read 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 | 5 min read 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 | 2 min read 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 | 2 min read 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 | 5 min read 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 | 2 min read 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 | 15 min read 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 | 8 min read 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 | 2 min read Skipping of ads in the rewind view of internet operators offering Prima Group channels will be possible from June after four minutes.