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

9. 4. 2024 | 3 min read The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning.

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024 | 4 min read 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 from TV advertising would be crazy to do so,” writes Field.

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 GfK and linked to Mediasoft planning and evaluation tools, this initiative aims to allow clients to select Rai programmes and ad breaks that align closely with their brand ethos and communication goals.

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

20. 3. 2024 | 4 min read 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.

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

20. 3. 2024 | 7 min read 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.

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

14. 3. 2024 | 8 min read Advertising on TV still holds all the aces to show advertisers that it is exactly the part of the marketing mix to ensure effective achievement of objectives and increased sales. The myth that TV has no advantages over other media in the digital age does not hold up. Its effectiveness and performance have not been undermined by the expansion of social media without which today’s younger generation cannot do. What is behind television’s strong position as an advertising medium? The answer is simple: its credibility and the ability of TV advertising to gain and hold the attention of the audience.

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

7. 3. 2024 | 7 min read 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.

HOW TO USE ATTENTION TO DRIVE SALES

16. 2. 2024 | 3 min read 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.

HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES

2. 2. 2024 | 5 min read EssenceMediacom’s strategy chief reveals new research into media channel signalling strength.

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 | 7 min read 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 believe deserve a little more attention than he has given them. Tom's GUIDE to more memorable creative Before I go further, I just want to reorder an important summary of advertising principles that Tom provides in his article. Simply re-ordering his five principles gives us a nice little acronym: GUIDE.

WARC: AI BRINGS EFFICIENCY BUT ALSO FEAR TO MEDIA PLANNING

22. 1. 2024 | 4 min read 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.

SURVEY: HALF OF CTV USERS WANT TO SHOP DIRECTLY FROM TV ADS

20. 1. 2024 | 3 min read Three in five also wish they could see store/brand inventory on their TV, according to LG Ad solutions.

HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS

19. 1. 2024 If you have been paying attention, you will remember the research study on the effectiveness of TV program sponsorships conducted by the Marketing Scientist Group in collaboration with Paramount ANZ (Australia & New Zealand). The study explores the impact of attention on brand assets within TV sponsorships. The study encompassed a comprehensive experiment involving 2200 Australian TV viewers aged 18–69, exposed to various advertisements and sponsored programmes, including globally recognised shows like MasterChef Australia and Australian Survivor, as well as the aforementioned comedy show. The research sought to unravel how attention to brand assets within content and advertising influences brand outcomes. Measuring attention in TV sponsorships The study was elaborated further using passive eye-tracking data collected to discover the impact of attention/gazes on visual brand assets. The researchers employed passive eye-tracking data, measuring participants’ gazes on logos, products, and text via a camera. Merging this data with metadata and survey responses, the study unearthed several key findings.

SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

17. 1. 2024 | 4 min read Second-screening is “consistently beneficial” to TV ad response rates, new research has found.

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

16. 1. 2024 | 5 min read 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.

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

15. 1. 2024 | 3 min read DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab.

CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

17. 12. 2023 | 7 min read It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of celebrities in holiday campaigns has even been on the rise. Let’s take a look at some of the most star-studded Christmas TV ads.

ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

13. 12. 2023 | 5 min read 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 for them. Another survey, conveniently conducted by a heartburn medication brand, found similarly that the percentage of Americans who say the holidays stress them out is 88%.