WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING

27. 1. 2023 | 7 min read Channel 4's Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is, I don't know which half. John Wanamaker

4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023

25. 1. 2023 | 4 min read Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year.

WITH THE RISE OF TIKTOK, TV ADVERTISING WILL GET A BOOST

25. 1. 2023 | 4 min read Since TikTok’s US launch in 2018, it has experienced explosive growth and increasing influence. And TikTok’s claim to fame isn’t just viral dance trends; the platform is impacting consumer buying patterns and advertising strategies.

ANGRY BEARDS HAS ITS FIRST TV COMMERCIAL

25. 1. 2023 | 1 min read In its first TV campaign, men's cosmetics Angry Beards demonstrates for the "right to balls".

SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS

23. 1. 2023 | 3 min read From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges.

THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022

20. 1. 2023 | 3 min read The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon's 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The final point is that this is definitely not a good idea. The ad was handled by creative agency Lucky Generals and media agency IPG - Rufus.

ASMR VIDEO CAN INCREASE BRAND AWARENESS

19. 1. 2023 | 4 min read ASMR video as part of an advertising campaign is proving to be a good way to increase brand awareness.

KIWI.COM INTEGRATES TV INTO COMMUNICATION FOR THE FIRST TIME

10. 1. 2023 | 2 min read Following the launch of its new brand identity in October last year, Kiwi.com is also increasing its marketing investment in line with its growth ambitions and adding TV advertising to its existing communication channels.

TV ADS STILL DRIVE PURCHASES, US CONSUMERS SAY

9. 1. 2023 | 3 min read Advertising decision-makers may be pessimistic about TV ad budgets this year, but this channel still delivers, at least according to consumers. Based on US respondents from a MARCO global survey of 14,200 consumers, the report finds that ads on TV influence product or brand decisions more than other ad types.

THE ECONOMIC CRISIS AS A MARKETING OPPORTUNITY? 2023 DOESN’T HAVE TO CRIPPLE COMPANIES, BRAND LOYALTY AND A TOUCH OF EMPATHY ARE THE KEYS TO SUCCESS

5. 1. 2023 | 12 min read Analysts around the world predict a challenging year for business. According to them, the past year was essentially a warm-up and the cost of living crisis will only become fully apparent in the coming months. This will undoubtedly be a challenge for marketers in all sectors, but there are also words of comfort and encouragement that we can add - while the world faced an unprecedented situation during the pandemic, the cost of living crisis is not something we have no historical experience of. There was a similar situation in 2008, and it provided a lot of lesson that we can apply now. Marketing and advertising experts even claim that the crisis is an opportunity to make an established brand even stronger. The key to this is strategies that do not abandon marketing in favor of a short-term performance boost.

THE GLOBAL TV GROUP GUIDELINE: LESSONS FOR ADVERTISING IN A RECESSION

5. 1. 2023 | 1 min read Around the world there is no escaping the talk of a looming recession, and marketers everywhere are facing pressures to reduce advertising costs. However, research consistently shows – and experts continue to advise – that cutting ad spend comes at a high cost to brand health and long term business results.

MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER

4. 1. 2023 | 3 min read One of the most comprehensive studies on recessions shows that only 9 percent of companies emerge from a recession in better shape than they entered it. What does this mean for marketers, and how should they behave during a recession to get their company out of it in the best shape possible? Mark Ritson, professor of marketing, and Jon Evans, Chief Customer Officer of System1, talked about this during the "Ritson on recession" webinar.

PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS

4. 1. 2023 | 2 min read Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year.

RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

3. 1. 2023 | 6 min read Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one.

TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS

2. 1. 2023 | 6 min read New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.

KIM PORTRATE ON CREATIVITY IN 2023

1. 1. 2023 | 4 min read If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter.

NEW GUIDELINES FOR TV COMMERCIALS. WHAT CHANGES WILL THEY BRING?

28. 12. 2022 | 3 min read The current EU directive on audiovisual media services significantly modifies the legal limits for conventional advertising on commercial stations. Martin Procházka, Research Analysts, Knowlimits, outlines how the news will affect broadcasting and analysis.

FROM ADVERTISEMENTS TO ARTIFICIAL INTELLIGENCE. HOW HAS ADVERTISING IN THE CZECH REPUBLIC CHANGED IN 30 YEARS?

27. 12. 2022 | 8 min read The creation of advertisements has changed fundamentally over the past decades, as has consumer perception of them. So what are consumers receptive to most now? And how are marketers making their jobs easier with AI?