NEW CONTENT ON TV NOVA WILL BUILD UP IN 2023

22. 8. 2022 | 9 min read The advertising autumn on TV Nova has been promising so far. The investments the TV group has made in the preparation of the programme should bear fruit not only this autumn, but especially next year, says Jan Vlček, CEO of TV Nova.

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022 | 5 min read Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth

6 REASONS WHY LINEAR TV IS NOT DEAD

19. 8. 2022 | 7 min read Despite years of predictions about the imminent demise of linear TV it is still very much with us. What keeps it going and who is watching? [Updated August 2022]

SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?

18. 8. 2022 | 6 min read TV advertising may not carry the same weight it did years ago, but does that mean we should give it up altogether? Not really — and here's why.

REMEMBER THE VALUE OF TV AS INFLATION BITES

18. 8. 2022 | 6 min read Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness.

EXPERTS: PAY TV AND STREAMING TO CONVERGE

17. 8. 2022 | 2 min read Nearly one third of TV industry professionals expect traditional pay TV and streaming services to converge.

STUDY USA: VOD USERS INCREASINGLY ACCEPTING ADS

17. 8. 2022 | 5 min read The Q2 2022 wave of Hub Entertainment Research’s TV Advertising: Fact vs. Fiction study reveals strong satisfaction with ad-supported streaming TV platforms. Key findings from this year’s study:

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

15. 8. 2022 From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity.

GERMANY STUDY: MORE THAN HALF OF GERMANS SUPPORT DIVERSITY IN BRAND COMMUNICATION

12. 8. 2022 | 2 min read A short study by YouGov presented the German population’s attitude towards diversity in brand and corporate marketing communications.

LEGO CELEBRATES ITS 90TH ANNIVERSARY, HERE ARE ITS MOST SUCCESSFUL CAMPAIGNS

11. 8. 2022 | 4 min read The Danish toy icon is also trying to rebuild the world for the better with its marketing. It uses animation, life-size models or even feature films.

CAN BRANDS GROW EVEN IN TIMES OF INFLATION?

11. 8. 2022 | 6 min read The Czech republic is experiencing its highest inflation since 1993. People’s wallets are getting emptier and brands are in an extremely difficult situation for the umpteenth time in the last twenty years.

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 | 8 min read Loren Cook and Bronwyn Sweeney are Creative Directors at MullenLowe and certified funny people (according to them). They share their thoughts on why, in the darkest of times, brands should keep looking on the bright side of life.

PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS

5. 8. 2022 | 3 min read Using 30-second ad slots in tandem with product placement can significantly increase key metrics, from sales to website visits, according to research.

CTV SURPASSES MOBILE AS DEVICE WITH GREATEST SHARE OF GLOBAL VIDEO IMPRESSIONS

5. 8. 2022 | 2 min read According to a study by Innovid, in 2021 CTV surpassed mobile as the device commanding the greatest share of global video impressions. 46% of all video impressions in 2021 came from connected TVs, up from 40% in 2020. In contrast, the share of global video impressions on mobiles declined from 43% to 39%. Innovid also revealed that there was a 32% year-on-year rise in advertiser running dynamic creative campaign which “generated stronger engagement compared to those that ran standard pre-roll creative.”

THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

5. 8. 2022 | 7 min read One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life.

BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?

1. 8. 2022 | 16 min read The summer holidays have once again swung into their second half practically in the blink of an eye. With their inevitable end, it’s time to once again take charge of the responsibilities that many will find unavoidable in September. This is a reality for school children and students in particular, but for the younger ones it also affects their parents. All of this is a signal to advertising campaigners, for whom the Back 2 school season is one of the most exposed times of the year. Not participating is essentially a sin that shall be punished. Nor is participating poorly an entirely profitable strategy. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?

THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN

1. 8. 2022 | 12 min read Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022 | 2 min read The power of creative advertising: creative ads impair recall and attitudes toward other ads /