brand - Page 27 of 32 - ScreenVoice.cz – The Power of Total Video

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022 | 5 min read Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones.

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022 | 7 min read We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.

TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?

1. 3. 2022 | 15 min read In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising. Its producers started absorbing new topics and brands wished to come up with more up-to-date messages. However, many of them paid dearly for it. But let us focus on those who have coped well with the challenging reality. Even in a time of pandemic, we have found out that that there is still room for creativity.

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 | 6 min read Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency.

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 | 3 min read Consumers are increasingly demanding a sustainable dimension and clear values from brands.

TOP SUPER BOWL ADS: 2016-2021

13. 2. 2022 | 2 min read Nothing says Super Bowl like telling people to zip it because there's finally a break in the game

SUPER BOWL 2022: THE TECH BEHIND THE BIG GAME COMMERCIALS

10. 2. 2022 | 5 min read This year, AI will be featured in several advertising and marketing efforts at the Super Bowl

GALLERY: SHOWCASE OF COMMERCIALS AT THIS YEAR’S SUPER BOWL

10. 2. 2022 | 2 min read On Sunday, February 13, the Super Bowl, the number one advertising event in the US market, will take place. MediaGuru shares a selection of this year's ads.

BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

9. 2. 2022 | 2 min read Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users).

USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

9. 2. 2022 | 2 min read Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna

THE LOVERS’ HOLIDAY IN THE THRALL OF COMMERCE AND CLICHÉS? THE TV ADS THAT CONVINCED US THAT ST. VALENTINE’S DAY IS NOT LOST YET

8. 2. 2022 | 13 min read It is a tradition that 14 February of each year is dedicated to those in love. On the day when we commemorate St. Valentine, we also try to pay tribute to love - ideally, not only in the context of partner relationships. A frequent objection against St. Valentine’s Day celebrations is the excessive commercialisation of the holiday and more or less consumer character it has had for several decades. Ironically, marketers are often the ones demonstrating that it does not have to be that way. How do they succeed in passing on the messages of love and hope within the narratives of TV advertising? Everywhere you look St. Valentine’s Day is not only a holiday of lovers but also a mega-important item that should not be missing in the schedule of any proficient marketer. On that day, consumers are ready and willing to spend their savings. We may even say that after Christmas, it is the first opportunity of such a calibre. And the current pandemic-affected time changes nothing on this fact.

SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

8. 2. 2022 | 2 min read But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions

CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING

4. 2. 2022 | 5 min read The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game.

5 GREAT VALENTINE’S DAY VIDEO CAMPAIGNS THAT INSPIRE

3. 2. 2022 | 4 min read Every year, brands worldwide set themselves apart from the competition by creating touching Valentine’s Day video campaigns. Some brands focus on the “romantic” aspect of February 14th, while others focus on togetherness in all its shapes forms. But what they all have in common is that they’re heartwarming, and most importantly, they raise brand awareness.

Most-read topics: