WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE

27. 3. 2023 If brands want to cut through the noise of an ever-busier media landscape, their content needs to make an emotional connection with the audience Why TV advertising needs to inspire if it’s to resonate “Emotion in ads is more important than it's ever been,” said Vicky Handley, brand and communications lead at Lloyd Banking Group. Handley was taking part in a fireside chat at Campaign’s recent TV advertising summit discussing whether creativity in TV ads has taken a hit in recent years and whether the pursuit of inspiration in ads needs to increase.

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

24. 3. 2023 We live in world where we are constantly under attack by advertising from all directions. It is multiplicity that is the source of criticism from many pessimists who believe that marketing has got off the hook and appropriate to dismiss them entirely. The logical consequence of this is a loss of trust in various forms of marketing, mainly in online and social media marketing. By contrast, traditional media - and among them, primarily television - consistently enjoy a high level of user and consumer trust. Trust is still a highly sought-after commodity, but one that is paradoxically more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it. SOCIAL MEDIA ARE NO MATCH FOR TRUST IN TRADITIONAL MEDIA Television emerges from opinion polls as one of the most trusted. Despite the ubiquitous realities of life in the digital age - or, conversely, it's just a symbol that the digital age has been overcome and we are slowly moving into a post-digital era that is far more critical than enthusiastic about cutting-edge technology. For example, a survey by analysts at mntn research offers concrete figures, revealing that TV and print advertising share first place in trust between adult respondents (nearly 50%). Pop-up ads, which are most commonly encountered on social media, came second in the ranking with just 19%.

AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS

23. 3. 2023 New guidance from the U.S. Copyright Office could prevent marketers from claiming ownership of their work

REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES

23. 3. 2023 According to AKA research, reduced communication budgets lead to a long-term decline in sales.

THE NUMBER OF PEOPLE WATCHING PAY VIDEO AND SMART TV IN THE CZECH REPUBLIC IS GROWING

22. 3. 2023 New data from the Czech Statistical Office (CSÚ) for 2022 confirms the rapid growth of pay-per-view videos and the proliferation of smart TVs in Czech households.

UK AUDIENCES WATCH 17 MIN ADS PER DAY, 83% GO TO BROADCAST TV

21. 3. 2023 Viewers in the UK spent 17.1 minutes watching video ads per day in 2022, according to Thinkbox’s latest research. Broadcasters accounted for over 80% of all video advertising while SVOD services took up less than 2%.

PRIMA: SKIPPING COMMERCIALS WAS A BIG DRAMA, BUT THE EMOTIONS HAVE SUBSIDED

20. 3. 2023 For three quarters of a year now there has been a ban on skipping ads in the back view of IPTV operators in the broadcasts of Prima group TV stations. What the measure has brought and what the next steps will be, representatives of the Prima group explain.

DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

16. 3. 2023 Trust shouldn’t be written off as some kind of ‘wokery.'” Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today.

TIME SPENT WITH MEDIA HAS INCREASED IN FIVE YEARS THANKS TO ONLINE AND PODCASTS

16. 3. 2023 The average daily time spent with media has increased by almost a quarter over the past five years, according to a new report from GWI. Users worldwide spend most of their time watching social media and linear TV.

WOMEN’S ROLE IN ADVERTISING IS MORE OFTEN LIMITED TO THE HOME OR FAMILY

15. 3. 2023 The portrayal of women in advertising is more often than ever associated with their role in the home or family, research shows.

ACCENTURE STUDY: VIEWERS OF STREAMING SERVICES ARE FRUSTRATED, THEIR DEMANDS ARE GROWING

14. 3. 2023 Do you find it frustrating to sift through content on streaming platforms? You're not alone. According to an Accenture study, 72 percent of respondents experience this feeling. What are the other findings of the "Reinvent for Growth" report?

PRIMA BOUGHT A MAJORITY IN THE REPRESENTATION OF IMPRESSION MEDIA

13. 3. 2023 The Prima Group is now the holder of an 80% stake in Impression Media, which is mainly active in the online advertising market. It is already the owner of Media Club.

STUDY USA: WHICH BEER BRANDS WON WITH MUSIC IN 2022?

12. 3. 2023 Songtradr’s new Music of Beer report pours out plenty of insights around the most effective music choices for beer ads, Super Bowl success and which brands picked right in 2022. The data shows Heineken was the most strategic in its sonic decision-making, while Guinness… may be unfit to drive (at least when it comes to picking tunes for its TV ads).

CZECHS LIKE ACTORS THE MOST OUT OF FAMOUS PERSONALITIES IN ADVERTISING

10. 3. 2023 In terms of famous personalities in advertising, the Czechs most appreciate long-term cooperation, natural and persuasive speech or appropriate industry.

THE KING OF CONTROVERSY OLIVIERO TOSCANI

9. 3. 2023 The series of advertising creators, which we are presenting to mark the sixth anniversary of AKTV, presents important authors in the advertising sphere. Today, you will read about an inspiring creative who was not afraid to break boundaries and enriched the advertising field with many non-advertising topics. It’s Oliviero Toscani.

GRIZLY E-SHOP HEADS TO TV WITH NEW CAMPAIGN BY DARWIN & THE MACHINES

8. 3. 2023 Nut and health food brand Grizly is extending its communication from the e-commerce environment to ATL with the new brand campaign "Everyone can have a Grizly".

TV DRIVES THE MOST ATTENTION

5. 3. 2023 What is attention these days and why is it important for TV advertisers? These questions are answered by a compilation of facts gathered from research conducted globally by The Global TV Group.

CLEARCAST: 5 THINGS YOU CAN DO NOW TO MAKE YOUR ADS MORE ACCESSIBLE

5. 3. 2023 Clearcast is known for clearing ads in the UK and helping brands advertise responsibly on TV and video platforms. They are committed to making TV ads more accessible as part of their ‘Ads for all’ campaign.