EXPERTS STUMPED BY ‘AD TURING TEST’ /

30. 5. 2023 | 4 min read 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 | 2 min read 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 | 5 min read 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 | 16 min read 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 | 7 min read 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 | 2 min read 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 | 4 min read 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 | 5 min read 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.

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

17. 5. 2023 | 2 min read Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says.

AKA: THE ADVERTISING MARKET IS EXPECTED TO GROW THIS YEAR, BUT AT A SLOWER PACE

16. 5. 2023 | 4 min read AKA estimates that the marketing communications market is worth CZK 136 billion.

GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

16. 5. 2023 | 5 min read It is human nature to live in contradiction. It's part of what has always drawn us to the strategy and insights field. It's my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone's behaviors and perceptions of the world around them.

ŠKODA AUTO USED HBBTV TO MEASURE THE IMPACT OF TV ADVERTISING

15. 5. 2023 | 3 min read Škoda Auto has used HbbTV to measure the impact of TV advertising using a Brand lift solution.

LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

15. 5. 2023 | 3 min read Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.

THE LEGENDARY MASCOT AND THE FEAR OF EXCESS CONSUMER GOODS OR TV ADVERTISING IN SOCIALIST CZECHOSLOVAKIA

12. 5. 2023 | 14 min read Czech TV broadcasting celebrated its 70th anniversary in early May. In the days when television was still “czechoslovak”, its role was very specific - at all times, it had to balance between national political interests and its important role as a follower and promoter of modern trends - at least to the extent allowed by the then political establishment. For advertising, this balancing was absolutely crucial. Without this constant conflict and contradictory results, it might never have succeeded in establishing itself in Czechoslovakia. And if that had not happened, there would have been nothing to build on after the Velvet revolution. How did this complicated situation affect advertising? And how does “mr. Egg”, the most famous egg-shaped ad character of the socialist era, fit into the whole mosaic? Forcibly halted advertising boom The roots of real television advertising in Czechoslovakia can be seen in the tradition of so-called advertising films. These began to appear especially in the cinema at the end of the 1930s, during the First Republic. The dawn of advertising films was preceded by the establishment of the Prague Advertising Club, REKLUB, in 1927, which gradually elevated the whole discipline of advertising marketing to a modern business standard. Thus, an expert community began to form, within which other platforms and projects were gradually created. One of them was the magazine for successful businesses called TYP, which had become an essential item for all manufacturers, tradesmen and entrepreneurs. As such, the breeding ground for the emergence of audiovisual advertising formats was sufficiently nourished.

THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

11. 5. 2023 | 6 min read Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products.

MEDIA CLUB TO KEEP ONLINE ADVERTISING PRICES, CANCEL BONUSES

9. 5. 2023 | 12 min read The acquisition of Impression Media will see Media Club increase its reach in the online advertising market. Advertising prices will remain unchanged in the joint offer, but agency bonuses will be removed.

NOSTALGIA MARKETING AND THE CORONATION

8. 5. 2023 | 3 min read Brands jumping on the King Charles III coronation bandwagon are often tapping into a sense of nostalgia around the institution of monarchy, but they should be aware that not everyone shares that feeling and they could alienate consumers as much as engage them. The power of nostalgia Research* from insights agency Hall & Partners finds that 81% of Brits and 83% of Americans say they enjoy things that remind them of the past. And 65% responded in the affirmative when asked if they were more likely to buy from brands that they remember from their childhood. Younger generations, aged 16 to 34 years, were even more likely to do this (74% in the UK and 70% in the US) – a huge commercial opportunity for brands.

JAKUB KOHÁK – CONNOISSEUR OF THE CZECH AUDIENCE

5. 5. 2023 | 6 min read You may know Jakub Kohák as an actor but what you may not know is that he has created many TV ads that you must have seen on the screen. Being a controversial man, he is easy to remember. While some people are his fans, others would say that he is not their cup of tea. But to be objective, he has made very successful campaigns, which we will describe in more detail. He has created ads for big brands such as Kofola and T-mobile.