ARE QR CODES THE KEY TO SHOPPABLE TV?

7. 3. 2022 Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide.

5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

7. 3. 2022 We list the best digital marketing campaigns to help you find your next great marketing idea.

IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER

3. 3. 2022 After promoting masks and social distancing, advertising creative is officially moving on.

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022 Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones.

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022 We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.

TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?

1. 3. 2022 In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising. Its producers started absorbing new topics and brands wished to come up with more up-to-date messages. However, many of them paid dearly for it. But let us focus on those who have coped well with the challenging reality. Even in a time of pandemic, we have found out that that there is still room for creativity.

WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN

28. 2. 2022 CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in symbiosis.

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency.

OPERATORS AND TV NOVA WANT TO TACKLE “AD SKIPPING” TOGETHER

23. 2. 2022 IPTV operators consider it necessary that the change in the offer relating to skipping ads in the backview is discussed in the light of customer needs and that the discussion takes place across the market. TV Nova agrees with this.

RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING

18. 2. 2022 Magnite, the independent omnichannel sell-side advertising platform’s study, CTV Live Streaming: TV’s Next Big Moment, finds broad adoption of live streaming TV among CTV viewers across all age groups.

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 Consumers are increasingly demanding a sustainable dimension and clear values from brands.

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

TOP SUPER BOWL ADS: 2016-2021

13. 2. 2022 Nothing says Super Bowl like telling people to zip it because there's finally a break in the game

SUPER BOWL 2022: THE TECH BEHIND THE BIG GAME COMMERCIALS

10. 2. 2022 This year, AI will be featured in several advertising and marketing efforts at the Super Bowl

GALLERY: SHOWCASE OF COMMERCIALS AT THIS YEAR’S SUPER BOWL

10. 2. 2022 On Sunday, February 13, the Super Bowl, the number one advertising event in the US market, will take place. MediaGuru shares a selection of this year's ads.

BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

9. 2. 2022 Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users).

USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

9. 2. 2022 Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna

THE LOVERS’ HOLIDAY IN THE THRALL OF COMMERCE AND CLICHÉS? THE TV ADS THAT CONVINCED US THAT ST. VALENTINE’S DAY IS NOT LOST YET

8. 2. 2022 It is a tradition that 14 February of each year is dedicated to those in love. On the day when we commemorate St. Valentine, we also try to pay tribute to love - ideally, not only in the context of partner relationships. A frequent objection against St. Valentine’s Day celebrations is the excessive commercialisation of the holiday and more or less consumer character it has had for several decades. Ironically, marketers are often the ones demonstrating that it does not have to be that way. How do they succeed in passing on the messages of love and hope within the narratives of TV advertising? Everywhere you look St. Valentine’s Day is not only a holiday of lovers but also a mega-important item that should not be missing in the schedule of any proficient marketer. On that day, consumers are ready and willing to spend their savings. We may even say that after Christmas, it is the first opportunity of such a calibre. And the current pandemic-affected time changes nothing on this fact.