CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

21. 2. 2024 | 3 min read Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report. Why you should read the report The Future of Media 2024 takes a look at platform power in the era of AI, the current state of linear TV, the future of attention measurement, and the growth of in-game advertising.

ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

20. 2. 2024 | 2 min read More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets.

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.

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024 | 1 min read iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

THE RIGHT WAY TO BUILD YOUR BRAND

5. 2. 2024 | 15 min read The best ad campaigns make a memorable, valuable, and deliverable promise to customers.

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.

BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS

30. 1. 2024 | 3 min read A new study shows that brand characters out-perform celebrities in Super Bowl ads, though few brands use that approach.

TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

29. 1. 2024 | 5 min read Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly.

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.

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024 | 1 min read Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality.

MEDIAR CHOICE: TOP 10 CZECH ADVERTISING CAMPAIGNS OF 2023

1. 1. 2024 | 1 min read Server Mediar.cz presents an annual selection of the best ads from the Czech environment. For the ninth year in a row, experienced Czech creatives evaluated domestic campaigns week after week in the Advertising Cathedral. Here are the top ten ads they liked the most in the past year.

RITSON’S TOP 10 MARKETING MOMENTS OF 2023

29. 12. 2023 | 5 min read From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year.

CHRISTMAS SPECIAL: PEOPLE LOVE CHRISTMAS ADS. BUT IMPRESSIVE COMMERCIALS HAVE THEIR RULES

23. 12. 2023 | 6 min read Some people have a secret recipe for the best eggnog, others for their grandmother’s amazing vanilla crescent cookies. And some brands have a secret recipe for the best Christmas ads. It’s all about getting the right amount of nostalgia, mixing in a good dose of visual elements, carefully whipping up a story, adding a pinch of humour, and sprinkling in a few secret ingredients – and voilà, an amazing Christmas ad to be remembered for years is here. You say it’s not that easy? You’re right, it’s not.

CHRISTMAS 2023: WATCH ALL OF THE LATEST ADS

22. 12. 2023 | 5 min read Welcome to The Drum’s Christmas campaign round-up for 2023. Here, you’ll be able to watch and review all the best ads from around the world.

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

22. 12. 2023 | 4 min read Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research.

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

21. 12. 2023 | 5 min read Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider.