ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

17. 7. 2024 When we think of the advertising of the future, we might think of the famous scene from the movie Minority Report, where John Anderton, played by Tom Cruise, walks through a department store trapped in a tangle of marketing messages that, after scanning his retina, offer him tailored advertising. The short story of the same… Continue reading ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

6. 7. 2024 A new study from FreeWheel, Comcast’s ad-tech unit, found that it’s not commercials that viewers dislike. Rather, it’s the way ads are handled that hurts their experience. Latency, unnatural ad breaks and the appearance of ad slates tend to turn viewers off, the study found. Those problems tend to crop up on connected TV platforms when… Continue reading STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

KVIFF 2024: CZECH TV STREAMING AMONG FILMMAKERS, SOCIAL NETWORKS AS A MAGNET FOR VIEWERS

1. 7. 2024 On the first day of the Industry section of the festival, a debate on Streaming Media and the Attention Economy took place. The Industry Section of the Karlovy Vary International Film Festival (KVIFF), which gives film and TV professionals the opportunity to learn about current trends in film production and distribution and TV formats, has… Continue reading KVIFF 2024: CZECH TV STREAMING AMONG FILMMAKERS, SOCIAL NETWORKS AS A MAGNET FOR VIEWERS

ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

30. 5. 2024 Pay per impression and even impression viewability metrics are no longer enough in digital advertising today. The key is the attention the ad gets, writes Zuzana Horáková from Omnicom Media Group. In the era of digital advertising, when each of us is bombarded by an endless stream of advertising messages, it is increasingly evident that… Continue reading ATTENTION PLANNING: THE NEW STANDARD FOR ADVERTISING CAMPAIGN PLANNING

CTV HAS HIGH AD USAGE AND ACCEPTANCE RATES, WHICH IS ATTRACTIVE TO ADVERTISERS, A NEW GOLDBACH STUDY FINDS

22. 5. 2024 More than half of respondents find advertising on connected TV acceptable and informative, according to a new Goldbach study. The study also found that advertising on CTV has an activating effect, with a third of respondents remembering the ads and using them to learn about products and ultimately buy them. The introduction of Connected TV… Continue reading CTV HAS HIGH AD USAGE AND ACCEPTANCE RATES, WHICH IS ATTRACTIVE TO ADVERTISERS, A NEW GOLDBACH STUDY FINDS

DANIEL TVRZ: WE WILL ALSO INTRODUCE ATTENTION AS A PURCHASING METRIC

20. 5. 2024 More and more clients are realising that their production has an impact on the environment, even in the field of advertising communication, says Teads’ chief executive Daniel Tvrz. Originally a French company, Teads has been ready for a cookie-free world for two years. In addition, it has been measuring advertising campaigns for some time now,… Continue reading DANIEL TVRZ: WE WILL ALSO INTRODUCE ATTENTION AS A PURCHASING METRIC

OMNICONNECT: ATTENTION IS THE NEW CURRENCY OF COMMUNICATION

26. 4. 2024 In marketing, advertising and PR, attention has become the new currency. How to get attention, keep it and how to work with it was the subject of the OmniConnect 2024 conference. The metrics of technical ad impressions or ad view time may not be enough for effective communication. What becomes more important is the actual… Continue reading OMNICONNECT: ATTENTION IS THE NEW CURRENCY OF COMMUNICATION

KAREN NELSON-FIELD: MEDIA PLACEMENT IS CRUCIAL FOR ATTENTION

22. 4. 2024 The type of media platform an ad appears on influences attention to the ad more than the creative, said Karen Nelson-Field at the OmniConnect meeting. Attention strategies will be tailored to the requirements of the campaign and become more important than time of view. The length of time an ad is viewed is currently considered… Continue reading KAREN NELSON-FIELD: MEDIA PLACEMENT IS CRUCIAL FOR ATTENTION

NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV

18. 4. 2024 SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV

MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING

18. 4. 2024 Television continues to appeal to a large number of viewers today, stirring emotions, offering the highest efficiency and return on investment, maximum attention and trust. This is not the only reason why it remains a highly effective, important and often key element of the media mix.

OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM

9. 4. 2024 The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning. Omnicom agencies are hosting the second edition of their OmniConnect conference on Thursday 18 April. Aimed at clients of these agencies, the event will be attended by a total of 250 clients… Continue reading OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM

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

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024 Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned. Using the latest data gleaned from the IPA’s global Effectiveness Award submissions, Field laid out a convincing argument supporting the superior effectiveness of TV advertising.… Continue reading PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

TV MUST TAKE THE LEAD IN RESHAPING HOW ALL MEDIA IS TRADED

20. 3. 2024 Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available. „There ain’t half been some clever bastards,” sang Ian Dury around 1977. It’s not his nicest title nor best song, but it’s a nice paean to Noël Coward,… Continue reading TV MUST TAKE THE LEAD IN RESHAPING HOW ALL MEDIA IS TRADED

TELEVISION HAS THE HIGHEST TRUST AND ATTENTION. THESE FACTORS MAKE IT MORE POWERFUL THAN OTHER MEDIA

14. 3. 2024 Behind the strong position of television as an advertising medium is the credibility and ability of television advertising to gain and retain the attention of the audience.

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