THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
27. 3. 2024 Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024 Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
7. 3. 2024 The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
HOW TO USE ATTENTION TO DRIVE SALES
16. 2. 2024 Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive. Samuel Brealey, a chartered marketer and… Continue reading HOW TO USE ATTENTION TO DRIVE SALES
HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES
2. 2. 2024 EssenceMediacom’s strategy chief reveals new research into media channel signalling strength. In biblical times, if God wanted action, He didn’t muck about. Take the season we’re in now: Epiphany. I’m pretty sure God thinks of these things like a marketer, so He probably wrote a brief to his agency (I’m guessing it wasn’t Adam &… Continue reading HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES
WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?
1. 2. 2024 Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I… Continue reading WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?
WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING
22. 1. 2024 What trends can we expect to see in media planning, advertising investment and the entire media ecosystem this year? WARC mentions four key areas in its fresh report The Future of Media 2024. Predictions for this year are optimistic. Global ad spend is expected to grow at double the rate of last year and exceed… Continue reading WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING
SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS
20. 1. 2024 Three in five also wish they could see store/brand inventory on their TV, according to LG Ad solutions. LG Ad Solutions has released a new survey that indicates many consumers would like to be able to shop directly from their TVs. Its latest streaming survey, “The Shoppable TV Report: 2024 and Beyond,” found that 53%… Continue reading SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS
SECOND-SCREENING BOOSTS TV AD RESPONSE RATES
17. 1. 2024 Second-screening is “consistently beneficial” to TV ad response rates, new research has found. In the study, ViewersLogic showed a panel of participants divided into “consistent second-screeners”, “non-second-screeners” and “occasional second-screeners” TV ads from seven brands to gauge the impact of second-screening on response rates and how this correlated with gaze and attention. Results revealed second-screening… Continue reading SECOND-SCREENING BOOSTS TV AD RESPONSE RATES
PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING
16. 1. 2024 TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers. Television advertising has always enjoyed a recognition for impact. Compared with digital equivalents it is undervalued for what it… Continue reading PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING
ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS
15. 1. 2024 DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS
ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.
13. 12. 2023 If you feel your nerves tighten a bit when you hear the sound of holiday bells jingling in a TV ad, you’re not alone. According to Healthline, 62% of Americans describe their stress levels as “very elevated” or “somewhat elevated” during the holiday season – and only 10% say it’s a stress-free time of year… Continue reading ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.
CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO
8. 12. 2023 Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer. We live in a fantastic marketing era where the rubrics of advertising effectiveness are known by more marketers, with more data and more certainty than ever before. We’ve never… Continue reading CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO
DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST
6. 12. 2023 A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less… Continue reading DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST
HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
13. 11. 2023 We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS
22. 9. 2023 TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023. That is according to Kantar’s fourth annual global Media Reactions report, which also found preference for TV sponsorship fell from 12th place to 20th among marketers, and… Continue reading TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS
NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS
24. 8. 2023 Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory. Commercial noise is all around us. Pressure on people’s attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day… Continue reading NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS
NEW STUDY SHOWS A CLEAR LINK BETWEEN ATTENTION AND BRAND EFFECTS
18. 8. 2023 Attention and brand effects have a direct correlation, according to new analysis by Lumen, Teads, and Dynata – but, crucially, relying on viewability data is not enough. “Attention is an important driver of brand success, as a strong correlation exists between attention and positive brand outcomes. The longer people engage with ads, the more impactful… Continue reading NEW STUDY SHOWS A CLEAR LINK BETWEEN ATTENTION AND BRAND EFFECTS
