THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

28. 2. 2023 Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 Storytelling on television has been a key aspect of entertaining and engaging audiences for decades.

THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.

21. 2. 2023 Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia.

STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT

20. 2. 2023 Video advertising in North America is more ‘pale and male’ than it has been since 2019, according to new analysis of 1m ads by global media delivery platform Extreme Reach. Melinda McLaughlin, the company’s CMO, shares how the analysis was done, what it means, and what happens next.

HOW TO MARKET FOR THE HOLIDAYS

17. 2. 2023 Whether it is Valentine's Day, Christmas, Ramadan or even Single's Day, the holidays continue to be a time of big spending, and as such, a period of ambitious advertising. But amid growing economic uncertainty and shocking shifts in consumer behavior, the advertising industry can't just return to business as usual. No, marketers, it's time to be smarter about how you approach your upcoming holiday ad blitz.

VALENTINE’S DAY BUDGETS GROW BEYOND FLOWERS AND CHOCOLATE

14. 2. 2023 Valentine's Day provides an opportunity for brand building, even segments without a hint of romance have a chance, writes Kateřina Nejedlá of Mindsquared.

SUPER BOWL 2023 COMMERCIALS: HERE ARE THE WINNERS AND LOSERS

13. 2. 2023 The Kansas City Chiefs weren't the only winners at this year's Super Bowl, with several advertisers scoring top ratings for their commercials during Sunday night's game.

SUPER BOWL HAS ONCE AGAIN RULED WITH ITS ADVERTISING

12. 2. 2023 Once again, brands didn’t skimp on spots for the year’s advertising show. Check out a selection of the best. The Super Bowl is perhaps the one TV event to which, in the eyes of viewers, commercials simply belong. Brand have a chance to reach not only the more than 100 million viewers who watch the broadcast on TV, but also people around the world who watch the best commercials even after the NFL finals. For this reason, sponsors do not hesitate to dig deep into their pockets. The 30-second space alone was sold by Fox for around seven million dollars. But they don't skimp on the creativity with which they try to stand out either. What are they betting on? MOVIES RETURN Frito-Lay's (PepsiCo) PopCorners chips made the return of Breaking Bad in its premiere during the Super Bowl. In the spot, the original starring cast members offer "their creation" so faithfully that one feels one could develop an addiction to the snack. The directorial baton, held by Vince Gilligan, the show's creator, also plays a part.

5 TRENDS TO WATCH AT THE 2023 SUPER BOWL

9. 2. 2023 Beer, betting and big brands—top trends to watch that could define Super Bowl LVII.

SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS

8. 2. 2023 Bad news for Rihanna: Her halftime show in Sunday’s Super Bowl is only the third-most anticipated part of the festivities.

WHAT’S THE MOST EFFECTIVE IN-STREAM AD FORMAT?

5. 2. 2023 Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads. That is the question. The brazilian researchers wanted to know what was the most effective form of in-stream video advertising.

THE ECONOMIC CRISIS HAS NOT AFFECTED SUPER BOWL ADVERTISING

3. 2. 2023 The SUPER BOWL, the final playoff game of the national football league, is approaching together with the advertising event of the year. Tough economic times seem to have no effect on the big game.

A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY

2. 2. 2023 Some headlines would have you believe that OpenAI’s ChatGPT can do anything – copywriter Alex Hamilton used the tool to come up with a new brand idea and a launch spot: this is what he (and it) came up with.

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.

THE SUPER BOWL PHENOMENON AND HOW THE SPORTING EVENT OF THE YEAR ELEVATED TELEVISION ADVERTISING TO A PRESTIGIOUS DISCIPLINE

1. 2. 2023 In just a few day, nearly 100 million Americans will be in front of their TV screens. The Super Bowl finals are just around the corner. However, it’s not a purely sporting event, as it might seem. The eyes of marketing experts from all over the world will be on the State Farm Stadium in Glendale, Arizona, watching closely the commercials that are regularly broadcast during half-time. It’s practically the most expensive advertising slot ever, and it’s here that marketing trends are set for years to come. How is it possible that the Super Bowl is such a phenomenon? And how does it help form the current shape of what we consider to be truly quality television advertising? THE PURE ESSENCE OF AMERICA For Czechs, the whole concept of the Super Bowl may seem almost exotic, as we are not exactly used to such sporting events in this country. In a local context, the finals of the Czech First League, the top Czech competition, should function exactly like the Super Bowl. However, nothing like this is happening, we do not celebrate this event so massively. So how is the Super Bowl different? The answer may lie in the fact that the playoffs themselves are much less related to American football than it might seem to an outsider at first glance.

WHY TO INVEST IN VALENTINE ADVERTISING IN 2023

1. 2. 2023 The winter holiday season is often when most of the yearly sales happen. And once it’s over, no matter how much effort you put into getting back on track, you may still feel stuck in the unknown. However, you might not realize that another big opportunity is just around the corner. It’s Valentine’s day!

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.