CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 | 3 min read Consumers are increasingly demanding a sustainable dimension and clear values from brands.

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 | 4 min read 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 | 2 min read 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 | 5 min read 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 | 2 min read 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 | 2 min read 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 | 2 min read 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 | 13 min read 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.

SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

8. 2. 2022 | 2 min read But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions

CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)

3. 2. 2022 | 4 min read We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix?

TRUST RESEARCH: WHICH ADVERTISING CHANNELS DO CZECHS TRUST?

3. 2. 2022 | 4 min read In the autumn of 2021, the research company Nielsen conducted a multinational study Trust in Advertising, primarily focused on the trust of the inhabitants of the surveyed countries in various communication channels. Martin Chalupník from Nielsen Admosphere writes about the study.

5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE

3. 2. 2022 | 4 min read Every year, brands worldwide set themselves apart from the competition by creating touching Valentine’s Day video campaigns. Some brands focus on the “romantic” aspect of February 14th, while others focus on togetherness in all its shapes forms. But what they all have in common is that they’re heartwarming, and most importantly, they raise brand awareness.

LIDL, KAUFLAND AND ALBERT INVESTED THE MOST IN ADVERTISING IN 2021

2. 2. 2022 | 2 min read Food chains led by Lidl, Kaufland and Albert were the biggest advertisers last year, according to Nielsen Admosphere monitoring.

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022 | 7 min read An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 | 5 min read The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

23. 1. 2022 | 6 min read TV is not only for big advertisers and now has a more diverse advertiser set – and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV advertising during the pandemic] so it was a great time to encourage new advertisers to TV.” New-to-TV advertisers was a key theme in a panel discussion that also spanned the transition to more connected TV and addressable TV, moderated by Thomas Bremond, GM International at the adtech pioneer FreeWheel.

VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

21. 1. 2022 | 6 min read The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV.

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022 | 6 min read Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement.