GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION
1. 12. 2021 Russell Fisher and Matt Lord of Cain&AbelDDB argue that well-crafted direct response TV ads could be your brand’s secret sauce. When you hear the words direct response advertising, what comes to mind? Price roundels and ’sale’ starburst signs? Maybe those ads on daytime TV – you know, actors trying to flog you insurance from a… Continue reading GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION
RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?
30. 11. 2021 Behavio Labs analyzed selected ad campaigns to see how they performed in terms of the key conditions for successful advertising. Research agency Behavio Labs analyzed selected ad campaigns second-by-second. It looked at how they performed in terms of the key conditions for successful advertising. What exactly did the campaign leave in the minds of Czech… Continue reading RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?
RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS
22. 11. 2021 Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content. This was found in Screenforce‘s Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The… Continue reading RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS
SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW
18. 11. 2021 While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane. When it comes to TV, one thing hasn’t changed. What we watch – from Squid Game to Succession, and from Love Island to Line of Duty –… Continue reading SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW
TV ADVERTISING DRIVES CHEAPER ONLINE JOURNEYS
16. 11. 2021 The pandemic has boosted online shopping and retail media but TV advertising retains a vital role for advertisers, according to new research. Why it matters With online-born businesses now the biggest category of advertiser on TV (spending £1bn in 2021), TV industry body Thinkbox commissioned an econometric analysis of ten online businesses, proven to have… Continue reading TV ADVERTISING DRIVES CHEAPER ONLINE JOURNEYS
WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?
12. 11. 2021 Where does addressable TV advertising stand now, what challenges remain, and will 2022 really prove to be a tipping point? Executives from agencies, television and ad-tech companies offered their takes during a recent webinar held by Go Addressable, the initiative formed this year by Altice USA, Charter Communications, Comcast, Cox Media, WarnerMedia/DirecTV Dish Media and… Continue reading WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?
HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD
27. 10. 2021 Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this – how could they not? The challenge… Continue reading HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD
CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS
25. 10. 2021 Modern connected TV viewers are more representative of the U.S. population than viewers of traditional TV platforms, according to a new survey from Magnite, a sell-side media platform. “CTV reaches a balanced mix of age groups, matching the national profile. Traditional TV is much more heavily weighted toward baby boomers,” the authors of the study say. For example,… Continue reading CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS
UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM
25. 10. 2021 CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals. Why it matters With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV… Continue reading UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM
ACTIONS, NOT WORDS: BRAND PURPOSE IN A SCHIZOPHRENIC CONSUMER WORLD
22. 10. 2021 Many consumers say they do not want to support sweatshops, but they still often buy the cheapest clothing and running shoes made in such places anyway. Companies today want to do better, but they are getting such mixed signals from customers. In this inspiring keynote, Samuel Scott will show how companies can navigate this complex… Continue reading ACTIONS, NOT WORDS: BRAND PURPOSE IN A SCHIZOPHRENIC CONSUMER WORLD
VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS
19. 10. 2021 A new VAB report features case studies from Hulu, NBCUniversal, ViacomCBS, AMC Networks, Spectrum Reach, iSpot and TVSquared showing how streaming drove successful campaigns NEW YORK—With consumer usage of ad-supported streaming platforms seeing rapid growth the Video Advertising Bureau (VAB) has released a new report with 23 case studies documenting the power of video streaming… Continue reading VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS
CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD
12. 10. 2021 In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose. Effectiveness expert and consultant Peter Field has called for an end to the “vitriolic” criticism piled on brand purpose by some industry commentators and practitioners, having found… Continue reading CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD
HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT
3. 10. 2021 Connected TV has become central to the story of marketing innovation. In 2021, the rise of this advertising channel has been marked by a surge of online audiences and a revolution in how performance and actionable engagement have become synonymous with CTV campaigns. As those elements come to the fore, the dynamics between performance marketers… Continue reading HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT
AMAZING PLACES HAS ITS FIRST VIDEO CAMPAIGN, DIRECTED BY ARICHTEV
30. 9. 2021 The spot is intended primarily for the online environment, but will also appear in Czech cinemas. After the launch of the new website and the launch of its own booking system, the Amazing Places travel project is coming up with its first video campaign. The campaign titled “When it’s amazing, you don’t want to leave”… Continue reading AMAZING PLACES HAS ITS FIRST VIDEO CAMPAIGN, DIRECTED BY ARICHTEV
HOW DIRECT-TO-CONSUMER BRANDS ARE SHAPING TV’S FUTURE
23. 9. 2021 Today’s television ad industry owes a lot to digital natives, particularly direct-to-consumer (D-to-C) brands. This growing group of upstarts and disruptors has not only changed the way we as consumers buy everything, but it has also revolutionized the use of converged TV (linear, CTV/OTT, and addressable) for both data-driven performance and strategic reach. Recognizing TV’s… Continue reading HOW DIRECT-TO-CONSUMER BRANDS ARE SHAPING TV’S FUTURE
BRAND RESPONSE TV – MORE FOR LESS?
22. 9. 2021 It’s easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns… Continue reading BRAND RESPONSE TV – MORE FOR LESS?
HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES
16. 9. 2021 Emotional advertising connects brands with audiences in a personal, human way. It’s a technique that dates back years, but has been used a significant amount over the past couple of years, particularly during the pandemic. In this article, you will learn what emotional advertising is, plus our top emotional marketing strategies, how they work, and… Continue reading HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES
IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC
23. 8. 2021 Australia’s direct-to-consumer (DTC) brands are capitalising on Australia and New Zealand’s ecommerce growth – the highest across the globe at +107% in Q3 2020 – to expand their market presence. And they’re using TV to do it. Accustomed to impression-based measurement and data-driven insights, DTCs came to TV with high expectations. Their approach changed the… Continue reading IN THE POST-PANDEMIC ERA OF TV, ALL BRANDS ARE DTC
