TV ADVERTISING IN NEW ZEALAND: EMPHASIS ON NATIONAL IDENTITY AND PROMOTION OF MAORI CULTURE
9. 8. 2023 New Zealand’s ads focus on national identity, are heartfelt and reflect the kiwis, Their character, and their unique world.
ADVERTISING AND ANALYTICS: AN INTERVIEW WITH DR GRACE KITE
9. 8. 2023 Contagious speaks to Dr Grace Kite about the relationship between advertising and analytics, and why even LinkedIn likes have their place in discussions about effectiveness. If you’re interested in advertising effectiveness but have never heard of Dr Grace Kite, we can’t judge you. We didn’t know about the founder of analytics consultancy Gracious Economics, either… Continue reading ADVERTISING AND ANALYTICS: AN INTERVIEW WITH DR GRACE KITE
EFFIE APPLICATION DEADLINE IS APPROACHING, ONLY DAYS LEFT
8. 8. 2023 Agencies and sponsors don’t have much time left to submit projects to the Advertising and Marketing Effectiveness Competition. The deadline for submissions to the 26th Effie Czech Republic is approaching. Agencies and commissioners can only submit their campaigns to the advertising and marketing effectiveness competition organised by the Association of Communication Agencies (AKA) until Friday,… Continue reading EFFIE APPLICATION DEADLINE IS APPROACHING, ONLY DAYS LEFT
TV ‘AD INTOLERANT’ VIEWERS STILL IN THE MINORITY, STUDY FINDS
7. 8. 2023 As advertising-supported streaming platforms continue to see steady growth, so-called “ad intolerant” television viewers are still in the minority. According to new research from Hub Entertainment Research, about 16% to 17% of viewers say they “can’t tolerate ads, no matter what.” The data was gathered over a two-year period from June 2021 to June 2023.… Continue reading TV ‘AD INTOLERANT’ VIEWERS STILL IN THE MINORITY, STUDY FINDS
STUDY UK: IPA RESEARCH DETAILS CHRISTMAS CUTBACK PLANS
3. 8. 2023 Two thirds of UK adults are planning some cutbacks in their Christmas spending, according to new research from the IPA – understanding pain points and opportunities will be crucial. The survey, commissioned by the IPA and carried out by Opinium, was put to 2000 UK adults to understand attitudes to spending in what is for… Continue reading STUDY UK: IPA RESEARCH DETAILS CHRISTMAS CUTBACK PLANS
TV ADVERTISING IN INDIA: BOLLYWOOD CELEBRITIES EARN MORE FROM ADVERTISING THAN FROM FILMING
3. 8. 2023 The world’s second largest TV market. A country where advertising is based on celebrities, who are looked up to as deities. Where the most common language is English, but many population groups don’t speak it. Where, despite the prevalence of vegetarians and sanctity of the cow, the McDonald’s brand has caught on. A country where… Continue reading TV ADVERTISING IN INDIA: BOLLYWOOD CELEBRITIES EARN MORE FROM ADVERTISING THAN FROM FILMING
VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS
1. 8. 2023 ARE YOU WONDERING HOW YOU CAN USE TV TO BUILD OR STRENGTHEN YOUR BRAND, INCREASE WEBSITE TRAFFIC, LAUNCH NEW PRODUCTS SUCCESSFULLY OR INCREASE YOUR SHARE OF MARKET? JASON WIESE, SVP, DIRECTOR OF STRATEGIC INSIGHTS AT VIDEO ADVERTISING BUREAU (VAB), AND AMIT SHARAN, SVP OF MARKETING AT TATARI, SHARE THEIR ANALYSES AND CASE STUDIES FOCUSING ON… Continue reading VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS
LESS CHOICE AND MORE ADS: WHY TRADITIONAL TV IS MAKING A COMEBACK
1. 8. 2023 When streaming landed on our screens, it was hailed as television’s promised land. It offered content at our beck and call, drawn from libraries as deep as the internet itself. But as balance sheet economics has caught up to the multi-billion dollar spending sprees, content is vanishing and streaming itself is evolving. Among the dozens… Continue reading LESS CHOICE AND MORE ADS: WHY TRADITIONAL TV IS MAKING A COMEBACK
THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT
31. 7. 2023 Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour. As one part of the study, research agency Neuro-Insight explored whether the duration of TV ads within their databank influenced both LTME and the emotional impact achieved. This… Continue reading THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT
HOW WILL ATSC 3.0 TRANSFORM TV ADVERTISING?
31. 7. 2023 The arrival of ATSC 3.0/NextGen TV—and its ability to combine broadcast with IP—has the potential to transform TV commercials from one-way mass-market blasts to two-way personalized interactive experiences. “ATSC 3.0 provides OTA broadcasters the same level of interactivity that you’re seeing with digital content on the web today,” said Anne Schelle, managing director of the… Continue reading HOW WILL ATSC 3.0 TRANSFORM TV ADVERTISING?
TV ADVERTISING IN JAPAN: ECCENTRIC SPOTS FULL OF CELEBRITIES, ANIME AND FANTASY – COLOURFUL, CRAZY, FUN – AND COMPLETELY DIFFERENT
27. 7. 2023 Japanese TV commercials are so quirky they are a world unto themselves. And they’re so famous that they’ve even been parodied in the Simpsons series.
AI AND THE AVOD VIEWING EXPERIENCE
25. 7. 2023 As AVOD models gain traction, the combination of automation and human intuition will ultimately help deliver the right balance for both viewers and advertisers In the ever-evolving landscape of content streaming, VOD providers need to innovate to survive. But this doesn’t just apply to entertaining audiences with a media portfolio of original production, nostalgic archive… Continue reading AI AND THE AVOD VIEWING EXPERIENCE
BRANDS TAKE THEIR INTELLECTUAL PROPERTIES TO HOLLYWOOD — WITH MARKETING MIXES TO GO ALONG WITH THEM
25. 7. 2023 Barbiecore has reached fever pitch this summer. In anticipation of the upcoming Margot Robbie and Greta Gerwig live-action film based on the Mattel doll that will be released July 21, dozens of brands have released limited-edition Barbie merchandise and many more are collaborating with the brand. Barbie is just one example of what’s to come… Continue reading BRANDS TAKE THEIR INTELLECTUAL PROPERTIES TO HOLLYWOOD — WITH MARKETING MIXES TO GO ALONG WITH THEM
SPORT AND SOCIAL ISSUES: TV ADVERTISING IN GERMANY TAKES A MORE SERIOUS TURN
24. 7. 2023 Not only discipline and organization, but also a specific humor, a love of sport and, above all, an intrinsic need to solve social problems. All of this is reflected in the German ads.
PREDICTION: ADDRESSABLE TV ADVERTISING IS SET FOR RAPID GROWTH
14. 7. 2023 The addressable tv advertising market is set for rapid growth, according to a new report. Its volume is expected to increase from the current usd 56 billion to usd 87 billion in 2027. The volume of addressable TV advertising is set to increase by more than 50 percent globally by 2027 and account for 40… Continue reading PREDICTION: ADDRESSABLE TV ADVERTISING IS SET FOR RAPID GROWTH
THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING
14. 7. 2023 German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad.
THE DRIEST HUMOR, THE MOST TOUCHING STORIES AND THE BEST CHRISTMAS COMMERCIALS. THAT’S TV ADVERTISING IN THE UK
12. 7. 2023 UK TV spots are winning awards around the worlds. And rightfully so. British creatives are pouring out some interesting ideas and are able to play both the poignant and the humorous notes. This is evidenced by the large number of awards that British brands took home from this year’s Cannes Lions 2023 International Festival of… Continue reading THE DRIEST HUMOR, THE MOST TOUCHING STORIES AND THE BEST CHRISTMAS COMMERCIALS. THAT’S TV ADVERTISING IN THE UK
BRANDS NEED TO MARRY HUMOUR AND PURPOSE
11. 7. 2023 System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose. While just one award fitted the purpose-driven description, over half the winners (52%) of Cannes Film Lions in 2023 were intentionally funny, up from 43% last year. But the same… Continue reading BRANDS NEED TO MARRY HUMOUR AND PURPOSE
