JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?

1. 3. 2024 In an interview with AdForum, Jenna Studt, “social strategy director” at Critical Mass, says employers and brands need to actively engage in culture, sustainability and social responsibility to reach Generation Z. Generation Z is redefining the world of content and communication as we know it through activism, authenticity and social media. Jenna Studt, “social strategy… Continue reading JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?



TV VIEWERS FAVOR SHOWS WITH DIVERSE CASTS AND AUTHENTIC STORYLINES

10. 2. 2024 The rapidly changing entertainment industry has had two work stoppages in three years — the pandemic and the WGA and SAG-AFTRA strikes — and continues to grapple with an “existential crisis” of inclusion that has been decades in the making. How will Hollywood adapt so that it can move forward? Now that the strikes are… Continue reading TV VIEWERS FAVOR SHOWS WITH DIVERSE CASTS AND AUTHENTIC STORYLINES



WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA

19. 4. 2023 Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.… Continue reading WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA



DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER

4. 4. 2023 Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups,… Continue reading DON’T BE AGEIST: MARKETING TO PEOPLE 50 AND OLDER



CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022 Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the  ‘silver generation’. The living standard of the generation of Czech people aged 55-69 is improving. Those who are retired want to spend… Continue reading CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING



ADVERTISING FAILS THE AGE TEST

14. 10. 2022 Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But… Continue reading ADVERTISING FAILS THE AGE TEST



CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022 A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey. The survey of 2,900 U.S. adults, which… Continue reading CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT



FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

1. 4. 2022 The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But… Continue reading FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD



THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022 2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome. With granular information about individual audience members’ interests and behaviors disappearing, advertisers are looking to context as a way to serve audiences… Continue reading THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC



NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022 The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms. For many industry participants, addressability – as… Continue reading NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS



Family Couple Watching TV Or Movie

WHAT’S THE POST-COVID FUTURE OF TV?

31. 8. 2021 If you spent a good chunk of the pandemic watching TV, you weren’t alone. TV viewership saw huge jumps, with daytime viewing hitting levels previously only seen on the weekend. And alongside those viewership changes were changes in production. After everything the industry has gone through in the last year, what will TV look like after the… Continue reading WHAT’S THE POST-COVID FUTURE OF TV?



PANDEMIC HAS CHANGED VIEWING BEHAVIOUR

11. 6. 2021 The content landscape has changed dramatically as a result of the global pandemic. Speaking at ANGA COM’s online International Content Summit, Nicole Agudo Berbel, chief distribution officer of ProSiebenSat.1, said that while it was really true that everyone was watching TV, how this was actually taking place varied dramatically according to age. “We have lots of… Continue reading PANDEMIC HAS CHANGED VIEWING BEHAVIOUR



Petr Štrunc, FTV Prima, Meda Club

I HAVE NEVER EXPERIENCED A SILLY SEASON, SAYS PAVEL ŠTRUNC, EDITOR-IN-CHIEF OF CNN PRIMA NEWS

3. 5. 2021 It has been a year since the new CNN Prima News brand was presented in the Czech TV market. “We must always be prepared for everything,” says Pavel Štrunc, Editor-in-Chief of CNN Prima News. The recent days have brought the Vrbětice case to the public sphere. The case is likely to resonate across (not only… Continue reading I HAVE NEVER EXPERIENCED A SILLY SEASON, SAYS PAVEL ŠTRUNC, EDITOR-IN-CHIEF OF CNN PRIMA NEWS



WHY TV ADS ARE STILL KING

27. 4. 2021 Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander. Media consumption changes have attracted a lot of interest recently. We’ve long known about the explosive rise of time spent on mobile phones (globally, GWI’s data shows an increase from about… Continue reading WHY TV ADS ARE STILL KING



TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

25. 2. 2021 If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is watching what people do, which predicts… Continue reading TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS



2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV

18. 2. 2021 Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services. But while streaming may be getting all the buzz, advertisers and agencies have also been leaning into addressable TV – the ability to deliver different… Continue reading 2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV



A NEW DAWN FOR TV

14. 12. 2020 TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones. TV has changed more in the last 10 years than in the previous 50, with over 150 channels, an array of… Continue reading A NEW DAWN FOR TV



‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

7. 12. 2020 John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change. Mark Twain, Blaise Pascal, Winston Churchill, Dostoevsky – just a few of those who have been credited with variants of the phrase, “sorry for the long letter, I didn’t have time to make… Continue reading ‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’