Tag: attention
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026 In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media is one of the Netherlands’ largest media companies, operating a broad portfolio of TV, radio, and digital platforms. That multiplatform reach puts them at the centre of a question: what actually happens in the brain when consumers encounter TV and audio advertising together? Specifically, Talpa aimed to explore whether prior exposure to a TV commercial changes how the brain processes a matching audio ad, and whether that effect can be measured without relying on conscious recall. Research Forty participants were fitted with EEG caps to capture real-time brain activity and exposed to commercial breaks from 14 brands. The study used a two-group design:
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026 Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads.
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026 Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to increase consideration, turis, and improve overall impression of VIA Rail.
TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
24. 2. 2026 Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast.
USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
24. 2. 2026 This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the central theme.
THE STATE OF PERFORMANCE TV IN 2026
6. 2. 2026 Attention is the hardest thing to buy. And everyone else is bidding too. People are scrolling, skipping, swiping, and split-screening their way through the day. Which is exactly why TV stands out. It offers a rare, uninterrupted moment where your audience is truly paying attention.
STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV
30. 1. 2026 The Video Futures Collective and Amplified have published findings from a market-wide study that measured attentive viewing of advertising on streaming video platforms in Australia.
THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING
23. 1. 2026 Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing.
ATTENTION ABOVE ALL: THE SUCCESS OF ADVERTISING DEPENDS ON CONTENT QUALITY AND A TRUSTWORTHY ENVIRONMENT
28. 12. 2025 Advertising that is not seen does not sell. Yes, it sounds banal. Yet a new, large-scale study by Newsworks, conducted in collaboration with Lumen Research and marketing expert Peter Field, once again shows that the attention paid to advertising is becoming the decisive measure of campaign effectiveness. It also demonstrates that ads placed in high-attention media, such as news brand sites and television, are more visible, more memorable, and deliver key business effects, including profit.
HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY
19. 12. 2025 New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency, according to a webinar entitled The Creative Dividend.
STUDY: CTV ADS HAVE UP TO FOUR TIMES THE ATTENTION SPAN OF DIGITAL
7. 12. 2025 Advertising in big-screen streaming (CTV) is getting nearly four times the attention of digital channels, according to a study by Amplified and VFC.
TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES
17. 11. 2025 TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media owners are now emphasising ‘video’ to justify why they should be seen as on par with linear TV, BVoD, and the likes of Netflix. But even within the two ‘places’ of linear TV and video, audiences are splintering further.
FINNISH STUDY: ATTENTION IS THE MOST VALUABLE CURRENCY IN ADVERTISING, SAYS SCREENFORCE ATTENTION REPORT
3. 11. 2025 The attention paid to advertising is more important than ever in today’s fragmented media environment. The world of advertising has entered a new era in which it is no longer enough to monitor the number of views or the reach of a campaign. Attention is becoming the key factor, specifically, how long and to what extent a viewer actually takes in the advertising message.
THE FESTIVE FORMULA: HOW TO WIN LASTING AUDIENCE ATTENTION THIS CHRISTMAS
2. 11. 2025 Christmas ads may be big business, but attention is hard won. Lumen’s Mike Follett reveals how advertisers can sustain festive impact year after year.
STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION
1. 11. 2025 We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first must be willing to receive it.
MARK RITSON AT THE VISION 2025 CONFERENCE: TELEVISION ADVERTISING OUTPERFORMS DIGITAL IN KEY AREAS – EMOTION AND ATTENTION
20. 10. 2025 In an inventive presentation, Mark Ritson channels Steve Jobs, presenting an alternative reality in which television and television advertising are only being invented today. This stylisation has a single aim: to show how dramatically we underestimate a medium that we have long had at our disposal, and to highlight the fundamental advantages that television advertising offers over everything we now label as “modern digital marketing”.
MUSIC DRIVES ADVERTISING PROFITABILITY
20. 10. 2025 A new study by Massive Music and the IPA details the brand and business effects that highly engaging, fitting, and memorable music can have on advertising performance. Why music matters We know intuitively that great music, from jingles to sonic assets, can lodge in our brains in a way that other media doesn’t. But the paradox has been that, for all its power, the use of music has been a kind of alchemy rather than an evidence-based set of ideas that can help make advertising better.
STUDY: MANY NEW STREAMING SUBS DROP THE SERVICE AFTER NFL ENDS
15. 10. 2025 A new report from Samsung Ads provides some disturbing data for streaming services that have been spending massive amounts of money on their NFL and sports rights. The Samsung Ads’ Quarterly State of CTV Report found that while the number of new users to three apps that streamed live NFL football games grew by 28% over the 2024 regular season, 65% of those new users had churned out by March 2025, the month after the Super Bowl.