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

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

6. 11. 2020 During the first coronavirus lockdown, the consumption of television and online streaming content soared. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the month of April – a year-on-year rise of almost a third. The average UK… Continue reading HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

19. 10. 2020 As the screen-watching landscape continues to change and viewing habits switch, can television – and therefore television advertising – hold its own? The Moon Unit examine the future of ‘the hearth of the 20th century’. Television is finally on its way out, and television advertising along with it. Or so they say. Truth is, that… Continue reading WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY

24. 9. 2020 Major new study reveals that media channels differ widely in their ability to communicate vital brand signals. • TV consistently delivered the strongest signals across all categories and audiences • Social media and video sharing sites performed significantly below average • Advertising on TV will deliver double the perceived level of quality & popularity than… Continue reading UK STUDY: SIGNALLING SUCCESS – HOW ADVERTISING ON TV SIGNALS A BRAND’S SUPERIORITY

WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

23. 9. 2020 Comcast’s ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they’ll be more impactful when you distribute them on television services, as well. That’s the big takeaway of “Digital Loves TV,” a study of consumer behavior from… Continue reading WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

DON’T CUT YOUR MARKETING BUDGET IN A RECESSION

14. 8. 2020 Companies tend to cut marketing in a recession.  But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut…more In these difficult times, we’ve made a number of our coronavirus articles free for… Continue reading DON’T CUT YOUR MARKETING BUDGET IN A RECESSION

THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

24. 7. 2020 In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel… Continue reading THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

10. 7. 2020 Just when it seemed 2020 couldn’t hold any more surprises, major brands hit pause on their Facebook advertising. Facebook reportedly bore a loss of as a result of brands pulling their ad spend. However, those brands also forgo countless consumer connections while deciding how to repurpose temporarily stalled ad dollars. Regardless, many believe the cost is… Continue reading HOW TO REBUILD CONSUMER TRUST THROUGH TV AND TRANSPARENCY

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

1. 7. 2020 What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two… Continue reading VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

1. 6. 2020 As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends. Staring down the barrel of what is certain to be a severe economic recession, marketers are now preparing to navigate a period of prolonged uncertainty… Continue reading FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

ADVERTISING OUT OF CV-19

25. 5. 2020 How will the advertising out of covid look like?  The bellow summarized questions are answered in document Advertising-out-of-COVID-19.pdf. What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut… Continue reading ADVERTISING OUT OF CV-19

THE FUTURE OF TV PLANNING

18. 5. 2020 One of the questions I was asked at Mediatel’s recent Future of TV event was “Will more streaming mean a more diverse distribution landscape for ad-supported television, and how should advertisers think about the opportunity in this space?” or words to that effect. My answer in short was yes, and that I believe the opportunity was to identify… Continue reading THE FUTURE OF TV PLANNING