UK: B2B SPEND ON TV ADVERTISING HAS DOUBLED SINCE 2018

13. 4. 2023 | 3 min read 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 | 2 min read 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 | 9 min read 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 | 2 min read 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 | 3 min read 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 | 2 min read 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 | 11 min read 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 | 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.

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

27. 3. 2023 | 5 min read 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 | 18 min read 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 | 4 min read 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 | 3 min read 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 | 3 min read 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 | 2 min read 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 | 15 min read 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 | 5 min read 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 | 4 min read 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 | 2 min read The portrayal of women in advertising is more often than ever associated with their role in the home or family, research shows.