GROWTH OF ADDRESSABLE TV DURING THE PANDEMIC
5. 8. 2021 TV viewing across Europe has hit new heights during the lockdowns of the past 16 months as families crowd around their TV sets for must-watch shows. The renaissance of the living room during the pandemic has boosted broadcast and subscription services and alerted brands to new ways of approaching television advertising. At the same time,… Continue reading GROWTH OF ADDRESSABLE TV DURING THE PANDEMIC
CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION
2. 8. 2021 Consumers choose brands for many reasons. One important reason is how a specific brand makes them feel about themselves. Since the best way to leverage that emotional element in connecting with consumers is by combining sight, sound and motion through video, it’s no surprise that so many big brands choose TV advertising as the backbone of… Continue reading CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION
NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021
26. 7. 2021 Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year. … Continue reading NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021
UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING
13. 7. 2021 Diversity and Inclusion are major themes for advertisers right now, as the last few years have made it plain how poorly marginalised communities feel they have been represented in traditional advertising. Across every channel and sector there’s an interest in representing diversity better, more authentically, but also more effectively. We’ve all seen ads which feel… Continue reading UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING
TELEVISION’S IRRESISTIBLE POST-PANDEMIC APPEAL
11. 6. 2021 Television is shining white hot in the media agency playbook as advertisers scramble to get their brands airtime, pushing ad spend growth numbers into positive territory for the first time in years. The restrictions and regulations of COVID-19 increased consumer time with television in all its forms, including free-to-air and the various catchup and BVOD.… Continue reading TELEVISION’S IRRESISTIBLE POST-PANDEMIC APPEAL
YOUR HAIRDRESSER OR CAR MECHANIC CAN ADVERTISE ON TV IN 2021
7. 6. 2021 Who does not want to advertise on TV? Today, anyone can do so. Including your hairdresser or a local car repair shop. The costs are minimal and in addition, the ad can be launched or switched off depending on the development of the current pandemic situation and easing of restrictions. How is it possible? TV… Continue reading YOUR HAIRDRESSER OR CAR MECHANIC CAN ADVERTISE ON TV IN 2021
SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION
26. 5. 2021 What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION
COMMUNICATION SUMMIT: POSITIVE EMOTIONS IN ADVERTISING WORK
19. 5. 2021 Emotions in advertising were discussed at this year’s Communication Summit conference. Emotions and creativity form the basic premise for ads to make their presence felt in a crowded environment. Stronger emotions are successfully evoked in advertising, according to extensive global research by Kantar, which the agency has documented in the growing spontaneous emotional response over the… Continue reading COMMUNICATION SUMMIT: POSITIVE EMOTIONS IN ADVERTISING WORK
CONSUMERS REVEAL A PREFERENCE FOR TV ADVERTISING OVER SOCIAL MEDIA
27. 4. 2021 Around a third of consumers say TV advertising is ‘entertaining’ (34%) and ‘informative’ (30%) – far more than the equivalent figures for social media advertising (17% and 19% respectively). Why it matters Despite growing levels of advertising investment, social media campaigns are most often called ‘excessive’ or ‘intrusive’ by audiences. The largest consumers of digital media… Continue reading CONSUMERS REVEAL A PREFERENCE FOR TV ADVERTISING OVER SOCIAL MEDIA
THE PIVOT TO PURPOSE: ALIGNING GOOD AND GROWTH
5. 4. 2021 It’s tempting to see 2020 as a year where the world was stuck on pause. Yet in many ways it has been a story of radical transformation. Faced with unprecedented problems, businesses evolve as never before, and open up to new possibilities. A time of unprecedented change forced businesses to reimagine the status quo as… Continue reading THE PIVOT TO PURPOSE: ALIGNING GOOD AND GROWTH
THE MOST EGG-CELLENT EASTER CAMPAIGNS
29. 3. 2021 It’s almost the hoppiest time of year (excuse the bad pun), and while we will be spending our long weekend enjoying lots of chocolate, Easter is also a significant retail event and an invaluable opportunity to give your marketing strategy an extra boost. This year, Australians are forecasted to spend $8.6 billion on holidays, chocolates,… Continue reading THE MOST EGG-CELLENT EASTER CAMPAIGNS
SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING
15. 2. 2021 In the third and last issue of the series on TV market development, we will focus on how companies including e-commerce businesses use TV advertising for long-term brand building. In the following years, TV will face a number of issues – its VOD services and the introduction of addressable advertising. Over the last decade, the media… Continue reading SERIES ON TV: INVESTMENTS IN TV ADVERTISING AND IMPORTANCE OF TV IN BRAND BUILDING
DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
2. 2. 2021 It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip. The latest IPA Bellwether report shows that businesses are cutting marketing budgets as a direct consequence of Covid-19 and Brexit. One could argue it’s an understandable response in the… Continue reading DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
VIDEO ADVERTISING 2021-2024
14. 1. 2021 The video ad world will change more in the next three years than it has in the past 60. What was built originally as a brand-building channel is quickly evolving into one of the most important customer acquisition and performance channels available to marketers. Some history. Video has been the number-one advertising channel since the 1960s, powered… Continue reading VIDEO ADVERTISING 2021-2024
ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
12. 1. 2021 With 2021 around the corner, marketers and advertisers will be reviewing their budget and mix of spend with increased scrutiny. It is a time for, albeit busy, reflection. TV and SVOD services have seen a surge in screen time throughout the various lockdowns and are looking for ways to continue to engage viewers. However, TV advertising typically… Continue reading ADDRESSABLE TV ADVERTISING: ENHANCING BRAND BUILDING WITH THE POWER OF RELEVANCE
WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
11. 1. 2021 As potential consumers, we are exposed to several thousand advertising messages every day. Some of them try to appeal to our reason, others to our emotions. In any case, the aim of advertising is to sell and build brand awareness. Psychologist Jan Urban explains which type of advertising is more effective and why. The answer… Continue reading WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY
MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
4. 1. 2021 Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year. Any crisis creates room for innovations. This year’s crisis, caused by the coronavirus pandemic, is no different in this respect. The world that lost confidence expects new certainties. And brands can help it. The next… Continue reading MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES
RESEARCH: TV HELPS LEGITIMISE YOUNGER BRANDS
20. 11. 2020 Effectv, the advertising sales division of Comcast Cable, in partnership with industry body VAB, has released a new report, The Halo Effect: TV as a Growth Engine, which analyses TV’s influence on businesses’ ability to drive financial outcomes and growth by life stage. The analysis found that both direct-to-consumer (DTC) and non-DTC brands across all life stages… Continue reading RESEARCH: TV HELPS LEGITIMISE YOUNGER BRANDS
