WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

2. 6. 2022 While they aren't a new phenomenon, Coinbase's SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company's app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments: the living room.

THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY

1. 6. 2022 Czechs are not the only ones discovering the TV world behind the red button. HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today. It is popular with TV stations, viewers and advertisers all over the world - demand from all parties is rising and the already wide range of options is expanding accordingly. It is because HbbTV combines the biggest advantages of TV and the internet: a wealth of quality content intended for the big screen and unlimited access in terms of space and time. What are the opportunities hidden behind the red button?

CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022 A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey.

TV DRIVES SEARCH UPLIFT

1. 6. 2022 The latest Chart of the Month shows the strong relationship between TV exposures and search volume.

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.

SEX, BRAINS, AND ADVERTISING

26. 5. 2022 At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender – Sam Peña-Taylor reports.

STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS

25. 5. 2022 As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of people from multicultural backgrounds, according to 2020 Census data. Inclusion matters to consumers, particularly Gen Z A global study by Deloitte found that representative advertising at the point of purchase is most noticed by Generation Z and those from multicultural backgrounds.

CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

WHY ADVERTISING WILL NEVER DIE

23. 5. 2022 Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever's Samir Singh: Sustainability shouldn't burden consumers with guilt or expense With the world emerging unevenly from a pandemic, several Covid-driven habits are fading, with consumer goods giants racing to keep pace with changing consumer habits yet again. This is especially so with the firm’s personal care business, where brands such as Lifebuoy profited from a zealous focus on hygiene in this time, only to now see some of these gains fade.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit.

MONITORING: ADVERTISING INVESTMENTS IN MEDIA ARE GROWING RAPIDLY THIS YEAR

19. 5. 2022 Monitored media advertising investments grew by almost a quarter year-on-year in April. Then for the first four months of 2022 they were up 15 percent, Nielsen Admosphere monitoring shows.

REPORT: CONNECTED TV VIDEO IMPRESSIONS SURPASS MOBILE

11. 5. 2022 Innovid, an independent advertising platform for delivery, personalisation and measurement of converged TV, has published findings from its 10th annual Global Benchmarks Report examining critical trends, advancements, and benchmarks in the video advertising industry.

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

8. 5. 2022 Try asking yourself how many advertising campaigns you can easily recall. Then think again and ask yourself why these particular examples come to your mind. You will probably find that the unifying element in a lot of them is that they are original and evoke a particular emotion in you. Joy, emotion, horror, outrage - it doesn’t really matter. The important thing is that they stick in your mind so much that you remember them even years after you no longer see them on screen or elsewhere. Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite. UNDER THE DOMINATION OF THE LEFT HEMISPHERE According to the American marketing theorist Orlando Wood, advertising in general is experiencing a crisis in the 21st century that is characterised by a departure from the values and trends of the last century. He explains this shift using the neuropsychological theory of the left and right brain. In very simplified terms, the two brain hemispheres perform different tasks. While the left one tends to be more schematic and categorizing, the right one is more alert and basically perceives reality in context. Of course, the two hemispheres cooperate to some extent, but some perceptions and impulses stimulate the activity of only one part of the brain. And, according to Orlando Wood, since about 2006 we have been living in the era of so-called left-brain advertising.

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

5. 5. 2022 New Future Today survey finds that 94% of parents have increased co-viewing in the last year.

BIOPARTY ZEMANKA CAMPAIGNS ON TV FOR THE FIRST TIME

4. 5. 2022 Founder Jan Zeman became the face of the first television campaign of the Zemanek Brickworks.

CTV BENEFITS FROM COOKIES’ DECLINE

3. 5. 2022 With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says.