THE END OF BLIND CTV ADVERTISING: HOW METAPROFILE IS SOLVING THE CTV ADVERTISING INDUSTRY’S HARDEST PROBLEM, SCENE BY SCENE

9. 7. 2026 | 17 min read The CTV advertising industry has a paradox at its core. Streaming now commands the largest single share of TV viewing time, and the gap with traditional broadcast continues to widen. Programmatic CTV spend is growing at a pace that has made it one of the fastest-expanding segments in global advertising, with tens of billions of dollars flowing through the ecosystem annually, and more shifting from linear budgets every quarter. Brands are pouring record budgets into connected television. And yet, independent analyses of billions of bid requests flowing through the programmatic supply chain consistently find the same result. The average CTV program travels with less than a single complete metadata attribute attached to it. Less than one. In a market built on the promise of precision, the content itself remains nearly invisible.

SIX CZECH COMMERCIALS THAT, ACCORDING TO RESEARCH, WERE SUCCESSFUL. WHAT DO THEY HAVE IN COMMON?

8. 7. 2026 | 6 min read Humour, emotion, empathy and original ideas are the key factors determining which adverts resonate most strongly in the Czech Republic. This is the finding of a study by Ipsos, which analysed 60 campaigns from 2025, focusing on their creative impact and their connection with consumers.

NOVA IS ATTRACTING AUDITIONERS FOR ‘SUPERSTAR’ THROUGH BORHYOVÁ AND KORANTENG AS WELL

7. 7. 2026 | 2 min read TV Nova has launched a campaign for the new series of the SuperStar talent show under the slogan “Where are you?”. The campaign encourages potential contestants to attend the upcoming auditions, featuring Televizní noviny presenters Lucie Borhyová and Rey Koranteng.

FIFA 2026: HOW THIS YEAR’S ADS CELEBRATE FANS WITH HUMOUR, SELF-DEPRECATION AND FOOTBALL PATHOS

7. 7. 2026 | 5 min read For brands in the advertising industry, the Football World Cup has often been a celebration of successes or individual star players. The MAM editorial team has selected six striking adverts that show this trend is changing. The focus is now shifting to the fans – through humour, irony, pathos and fan rituals.

AI ADS ARE GOOD ENOUGH — AND THAT’S THE PROBLEM

6. 7. 2026 | 15 min read AI can now produce credible, efficient ads, but human-created ads still drive better business outcomes — for now.

TROJAN, ČERMÁK, KOTEK AND MORE: CZECH ACTORS BRING CHARISMA, HUMOUR AND AUTHORITY TO TELEVISION ADVERTISING

2. 7. 2026 | 8 min read Celebrities are a powerful draw in advertising, and actors are particularly effective. Which actors are favourites with brands, and which of their adverts have proved the most successful?

THE CAMPAIGN FOR THE FILM VELKÝ VLASTNECKÝ VÝLET WON SILVER AT THE CANNES LIONS

2. 7. 2026 | 3 min read The only Czech campaign awarded at this year’s Cannes Lions festival was the communication campaign for the documentary film Velký vlastenecký výlet. The project, produced by Punk Film with support from the creative workshop Fun House, the Leo Prague agency and other teams from Publicis Groupe, won a Silver Lion.

THE EFFIE AWARDS KICK OFF, ADD A NEW CATEGORY FOR B2B AND REVISE THE RULES FOR DIGITAL ENTRIES

30. 6. 2026 | 3 min read The Effie Awards Czech Republic, a competition recognising effective marketing communication, is entering its 29th year. This year, the Association of Communication Agencies (AKA) is introducing a new category for B2B products and services, whilst also refining the criteria for evaluating digital campaigns.

CANNES LIONS WRAP-UP: PART TWO – FROM EFFECTIVENESS TO GROWTH, FROM VOLUME TO TRUST

28. 6. 2026 | 13 min read Another part of the overall round-up of the Cannes Lions festival was a panel discussion featuring the heads of content from three platforms: Lions, Contagious and WARC. They took their seats at a table on stage to review the main themes of the past week.

CANNES LIONS WRAP-UP: PART ONE – THE WORLD OF AI AND PEOPLE

28. 6. 2026 | 7 min read AI was one of the main themes at Cannes Lions, but the tone of the debate has shifted. Naive enthusiasm and even irrational fears about the loss of human creativity have given way to more practical and profound topics.

AN IMMERSIVE CANAL+ BRAND SOLUTIONS COLLABORATION FOR SKIN-CARE BRANDS WITH SENSITIVE STORIES TO TELL

26. 6. 2026 LA FACTORY, the creative studio of CANAL+ BRAND SOLUTIONS, produced “Marquer l’Invisible” (roughly, “Making the Invisible Visible”) as an immersive documentary-style piece for the skincare brand Avène.

ATTENTION DETERMINES ADVERTISING EFFECTIVENESS: STUDY CONFIRMS THE POWER OF THE TELEVISION ENVIRONMENT

26. 6. 2026 | 11 min read The Attention: Effectiveness Driver study highlights a simple but often overlooked fact: advertising can influence purchasing behaviour only if people actually notice it. Attention is not a proxy metric but a fundamental prerequisite for memorability, increased brand awareness, a shift in perception, and business outcomes. The available data indicate that television advertising can attract significantly more seconds of attention than most digital formats, and that the large screen remains an exceptionally powerful environment for brand building.

A TEST OF THE STRENGTH OF CZECH BRANDS: HOW DO THEY FAREWELL WITHOUT A NAME OR LOGO?

25. 6. 2026 | 4 min read A test of the visual identity of six selected brands from various categories, in which the logos were not shown, revealed that more than half of the respondents were unable to recognise any of the brands. The ResSolution Group and Media Age agencies investigated how the brands fared in the test.

CONSUMERS ARE SICK AND TIRED OF HEARING ABOUT AI ALL THE TIME

24. 6. 2026 | 3 min read New research found that large majorities of consumers are less likely to trust ads made by AI and less likely to buy from brands that use AI-generated ads.

FIVE MARKETING TRUTHS: RITSON AND SHARP REACHED A CONSENSUS IN CANNES

23. 6. 2026 | 9 min read Mark Ritson and Byron Sharp are among the most prominent and most frequently cited figures in contemporary marketing. At the Cannes Lions festival, their rare joint appearance was based on a simple premise: given that they are known for frequently competing against one another, are there any issues on which they can actually agree?

STUDY: YOUNGER VIEWERS MORE DISTRACTED BUT MORE RECEPTIVE TO ADS

22. 6. 2026 | 5 min read A new study finds the long-term rise in ad acceptance continues, with ad intolerance falling to a record low across all age groups, and that viewers are supportive of AI tools if they are used to improve discoverability and the viewing experience.

MEASURABLE REACH CREATES PLANNING CERTAINTY – IMPACT MAKES THE DIFFERENCE

19. 6. 2026 | 5 min read With the planned convergent moving image measurement by Mediapulse, a standardized measurement for TV, Online Video (OLV), and Connected TV (CTV) will be established in Switzerland for the first time. Goldbach is actively involved as the first market partner in this development. A standardized measurement creates transparency, makes Reach comparable, and ensures greater planning certainty. In the long term, it aims to form the basis for a common currency in the Swiss moving image market.

STUDY USA: PROGRAMMATIC CTV PAUSE ADS MORE EFFECTIVE THAN TRADITIONAL SPOTS

18. 6. 2026 | 2 min read WunderKIND Ads has released a new study analyzing the impact of Pause Ads compared with traditional CTV spots that show Pause Ads delivered nearly two times higher attention than standard 60-second CTV ads.