USA STUDY: DIVERSE ADS INCREASE PURCHASE INTENT

27. 6. 2022 | 2 min read Advertising that embraces diversity and representation leads to a greater likelihood of product recommendation and purchase, according to a new survey of consumers in the US and UK. Why it matters Diversity and inclusion is an issue of profound ethical importance, and must be treated as such by advertisers. As an additional benefit, good moral practice also seemingly translates into tangible business results. Findings from the study Matterkind, the activation intelligence provider owned by holding company IPG, surveyed 3,000 consumers in the US and 1,000 people in the UK. It found:

CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT

27. 6. 2022 | 2 min read Up to 72% of consumers would choose a brand with a sense of humour over its competitors. However, most advertisers are afraid of being funny.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD

21. 6. 2022 | 15 min read From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession.

IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

17. 6. 2022 | 5 min read As humans, we have a natural urge for instant gratification – the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need it Now, Have it Now’ world. From Getir delivering groceries in just minutes, to on-demand manicures in the home with a click, the list is endless. And broadcasters also understand that we struggle to wait or limit our exposure - which is why between them, Channel 4, ITV, Sky, and the BBC now host hundreds upon hundreds of box sets ready to stream. But instant novelty doesn’t always work for everyone Indeed, inspired by TV and cinema, an increasing number of brands find themselves commissioning film-quality episodic branded content as part of their marketing activity. This mode of content has now become the norm, particularly when you look at the alcohol category, such as Stella, Fosters and Estrella.

BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS

9. 6. 2022 | 3 min read According to the head of the Ehrenberg-Bass Institute, brands complicate their situation when they can't draw on their own data and base marketing on impressions.

PRE ENTERS TV FOR THE FIRST TIME WITH A CAMPAIGN

9. 6. 2022 | 2 min read In its first ever TV campaign, Pražská energetika is betting on a fairy tale story.

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

2. 6. 2022 | 5 min read While they aren't a new phenomenon, Coinbase's SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company's app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments: the living room.

THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY

1. 6. 2022 | 15 min read Czechs are not the only ones discovering the TV world behind the red button. HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today. It is popular with TV stations, viewers and advertisers all over the world - demand from all parties is rising and the already wide range of options is expanding accordingly. It is because HbbTV combines the biggest advantages of TV and the internet: a wealth of quality content intended for the big screen and unlimited access in terms of space and time. What are the opportunities hidden behind the red button?

TV DRIVES SEARCH UPLIFT

1. 6. 2022 | 1 min read The latest Chart of the Month shows the strong relationship between TV exposures and search volume.

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 | 6 min read It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.

SEX, BRAINS, AND ADVERTISING

26. 5. 2022 | 7 min read At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender – Sam Peña-Taylor reports.

STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS

25. 5. 2022 | 3 min read As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of people from multicultural backgrounds, according to 2020 Census data. Inclusion matters to consumers, particularly Gen Z A global study by Deloitte found that representative advertising at the point of purchase is most noticed by Generation Z and those from multicultural backgrounds.

CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 | 4 min read Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

WHY ADVERTISING WILL NEVER DIE

23. 5. 2022 | 12 min read Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 | 6 min read In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever's Samir Singh: Sustainability shouldn't burden consumers with guilt or expense With the world emerging unevenly from a pandemic, several Covid-driven habits are fading, with consumer goods giants racing to keep pace with changing consumer habits yet again. This is especially so with the firm’s personal care business, where brands such as Lifebuoy profited from a zealous focus on hygiene in this time, only to now see some of these gains fade.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 | 7 min read Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit.