SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

2. 3. 2023 | 14 min read Capturing the attention of the TV viewer is still one of the goals of marketers around the world. This field is becoming more and more complex as the market is filling up with all kinds of campaigns, so the consumer will appreciate those that are original, innovative and imaginative. But there is an old recipe that is still guaranteed to work - shock therapy. However, ad writers who manage to shock might still not pat themselves on the back after all. Marketing history is full of examples where not only did the desired effect not occur, but the response was strictly negative. Shock marketing is a category that, by its very nature, teeters on the edge. But we know of a number of campaigns that are universally considered good practice.

CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

1. 3. 2023 | 2 min read Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster.

THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

28. 2. 2023 | 7 min read Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 | 5 min read We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 | 5 min read Storytelling on television has been a key aspect of entertaining and engaging audiences for decades.

THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

21. 2. 2023 | 4 min read Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia.

STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT

20. 2. 2023 | 7 min read Video advertising in North America is more ‘pale and male’ than it has been since 2019, according to new analysis of 1m ads by global media delivery platform Extreme Reach. Melinda McLaughlin, the company’s CMO, shares how the analysis was done, what it means, and what happens next.

TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

18. 2. 2023 | 5 min read Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer.

HOW TO MARKET FOR THE HOLIDAYS

17. 2. 2023 | 4 min read Whether it is Valentine's Day, Christmas, Ramadan or even Single's Day, the holidays continue to be a time of big spending, and as such, a period of ambitious advertising. But amid growing economic uncertainty and shocking shifts in consumer behavior, the advertising industry can't just return to business as usual. No, marketers, it's time to be smarter about how you approach your upcoming holiday ad blitz.

TV RATINGS RETURNED TO PRE-PANDEMIC LEVELS LAST YEAR

16. 2. 2023 | 4 min read Last year, Czech viewers spent every day 3 hours and 25 minutes in average in front of the TV screen. It was almost the same as before the covid-19 pandemic.

HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?

15. 2. 2023 | 11 min read Remember when the conventional wisdom was that the future of television was ad-free, that subscription alone would suffice and that The People just wanted to binge. That was so 2021. The last two years have seen a rapid rise in ad-supported TV. Everything from the FASTs to ad-supported versions of all nine major SVOD services. Consumers don’t seem to mind it either, which is the real surprise. In fact, many seem to prefer it.

VALENTINE’S DAY BUDGETS GROW BEYOND FLOWERS AND CHOCOLATE

14. 2. 2023 | 4 min read Valentine's Day provides an opportunity for brand building, even segments without a hint of romance have a chance, writes Kateřina Nejedlá of Mindsquared.

SUPER BOWL 2023 COMMERCIALS: HERE ARE THE WINNERS AND LOSERS

13. 2. 2023 | 4 min read The Kansas City Chiefs weren't the only winners at this year's Super Bowl, with several advertisers scoring top ratings for their commercials during Sunday night's game.

SUPER BOWL HAS ONCE AGAIN RULED WITH ITS ADVERTISING

12. 2. 2023 | 4 min read Once again, brands didn’t skimp on spots for the year’s advertising show. Check out a selection of the best. The Super Bowl is perhaps the one TV event to which, in the eyes of viewers, commercials simply belong. Brand have a chance to reach not only the more than 100 million viewers who watch the broadcast on TV, but also people around the world who watch the best commercials even after the NFL finals. For this reason, sponsors do not hesitate to dig deep into their pockets. The 30-second space alone was sold by Fox for around seven million dollars. But they don't skimp on the creativity with which they try to stand out either. What are they betting on? MOVIES RETURN Frito-Lay's (PepsiCo) PopCorners chips made the return of Breaking Bad in its premiere during the Super Bowl. In the spot, the original starring cast members offer "their creation" so faithfully that one feels one could develop an addiction to the snack. The directorial baton, held by Vince Gilligan, the show's creator, also plays a part.

5 TRENDS TO WATCH AT THE 2023 SUPER BOWL

9. 2. 2023 | 4 min read Beer, betting and big brands—top trends to watch that could define Super Bowl LVII.

SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS

8. 2. 2023 | 4 min read Bad news for Rihanna: Her halftime show in Sunday’s Super Bowl is only the third-most anticipated part of the festivities.

MEDIA FIND THEIR WAY IN THE COOKIE-FREE ERA: CASHBACK AND FIRST-PARTY DATA

7. 2. 2023 | 3 min read Selling online advertising will soon have to do without third-party cookies. The media are therefore looking for ways to maintain or even improve the quality of ad space and make the most of it. This was discussed at the SAS meeting.

WHAT’S THE MOST EFFECTIVE IN-STREAM AD FORMAT?

5. 2. 2023 | 3 min read Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads. That is the question. The brazilian researchers wanted to know what was the most effective form of in-stream video advertising.