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WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS
6. 10. 2022 How to make TV’s cross-platform incremental reach work for your brand?
NICE CONTENT IS NOT ENOUGH FOR EFFECTIVE NATIVE ADVERTISING
5. 10. 2022 The best brand studios of native advertising should definitely not lack marketing experts, says international speaker at this year’s Seznam forum, Jesper Laursen.
HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED
3. 10. 2022 We are living in a time of climate crisis and there is no point in turning a blind eye to it any longer. This is how one could sum up the efforts of many global companies that are giving more and more space to the environmental protection and sustainability in their advertising and marketing campaigns. It is clear that specific actions remain the responsibility of each of us, but these authorities can contribute to a complicated and heated public debate with their attitude and opinion. However, marketers should keep one thing in mind - the “preach water and drink wine”approach is becoming even more fatal in this peculiar discipline. Examples of good practice from abroad will give you a clue as to how to master this difficult task. ADVERTISING REVOLUTION IN the shades of GREEN At the turn of October and November last year, Glasgow, Scotland, hosted the 26th annual UN Climate Change Conference, known as COP26. It is traditionally considered one of the world's most important forums for discussion on climate, nature and landscape issues. To mark the occasion, the British media company Sky Media has decided to adjust its broadcasting schedule, including its commercial breaks. The reason was to sufficiently emphasise the course of the forum and the importance of the issues discussed for the TV audience. Viewers had the opportunity to watch the first ever ‘green’commercial break in British television history on Sky Media portfolio stations.
REPORT: CTV GROWTH SEES IT ACHIEVE SERIOUS REACH AS SPEND GROWS
30. 9. 2022 With some of the biggest advertising stories this year involving major streamers introducing advertising, a new report puts numbers behind that optimism. Why it matters Connected TV is going mainstream – and this report indicates a much larger reach than we last reported.
WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING
29. 9. 2022 With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…
GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO
28. 9. 2022 Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video.
ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED
24. 9. 2022 New study examines how adland’s perceptions of media consumption have changed.
HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES
24. 9. 2022 Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time.
POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS
22. 9. 2022 Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the interconnectedness of the musical background with classic Czech humour, but also those that put pride and Czech national and cultural heritage at the forefront. In short, there is a lot to choose from. Please note, however, that many of these examples have the unfortunate trait that will inevitably get stuck in your head for a while. HERA - PEČENÍ JE RADOST, HERA JE PEČENÍ / BAKING IS A JOY, HERA IS BAKING (1998) Baking is a joy, Hera is baking! A slogan that has become so domesticated in the Czech Republic that no one will ever take it away from this baking product. The food company's advertising is largely traditional - it relies on classic scenes of family togetherness, where individual family members come together for the noble goal of creating a bakery masterpiece, which they then sit together over, full of joy. The visuals of the commercial look as if they have come straight out of Slováček's humorous novel Bylo nás pět (There Were Five of Us). This look is supported by both the vintage filter and the choice of the musical motif. Hera reached into the golden fund of Czech classical music and chose Humoreska by the internationally renowned composer Antonín Dvořák. All the compositions in the result form their own audiovisual symphony, during which you can't help feeling that you, too, could brush up on your baking skills and thus delight yourself and your loved ones.
MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’
21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard.
ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS
20. 9. 2022 All monitored media types showed year-on-year growth in monitored media investment in this year's eighth month. To date, advertising investment in media is up 12 per cent on last year.
UNDERSTANDING THE CREATIVITY OF CANNES WINNERS
16. 9. 2022 Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability.
BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS
15. 9. 2022 Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what advertising on linear TV is ideal for. „In the marketing business today, it's like driving cars backwards. We're constantly figuring out how we can use data and technology to make changes. Because everything is supposedly always changing, today's customer is not the same as yesterday’s,“ says Wiemer Snijders, author of Eat Your Greens and a representative of so-called evidence-based marketing.
STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC
15. 9. 2022 Advanced video ad creative in connected TVs delivers higher performance than interactive video on mobile and PC according to Innovid.
AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS
13. 9. 2022 Media Club is satisfied with the introduction of ad skipping restrictions in the return view of IPTV operators, according to the first month results. According to Prima Group commercial director Vladimír Pořízek, about two first of GRPS ad returns have been made.
IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?
13. 9. 2022 The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year.
WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM
12. 9. 2022 Why the solutions to many of our advertising challenges are found under the hood?
