2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022 | 5 min read Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 | 11 min read What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.

TV ADVERTS THAT HAVE SHAPED CHRISTMAS. RANGING FROM CHOCOLATE BELLS TO ELTON JOHN’S RETROSPECTIVE, THEY HAVE CHANGED THE VIEW OF THE HOLIDAYS OF GENEROSITY AND MUTUALITY

10. 12. 2021 | 13 min read What ingredients must an iconic Christmas ad contain? Why is Christmas such a significant event in the TV world to basically form an advertising category per se? Europeans have a clear idea – they want to spend their Christmas holidays in mutual proximity. Ad makers have been aware of that for decades. Some spots have even gained such a high reputation that they have become the triggers of Christmas spirit. Do you know the most ground-breaking ads? For hints, refer to an Anglo-American cookery book.

SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET

7. 12. 2021 | 2 min read Within the next year, three in five people could start to boycott brands that don’t act on climate change, new research says, but the effect of media delivery and consumption of advertising on carbon emissions has so far largely escaped public attention.

THIS YEAR NEXT YEAR: GLOBAL 2021 END-OF-YEAR FORECAST

6. 12. 2021 | 26 min read A STRONG FOUNDATION FOR GROWTH

GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION

1. 12. 2021 | 6 min read Russell Fisher and Matt Lord of Cain&AbelDDB argue that well-crafted direct response TV ads could be your brand’s secret sauce.

RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?

30. 11. 2021 | 4 min read Behavio Labs analyzed selected ad campaigns to see how they performed in terms of the key conditions for successful advertising.

RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS

22. 11. 2021 | 4 min read 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.

SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW

18. 11. 2021 | 4 min read 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.

TV ADVERTISING DRIVES CHEAPER ONLINE JOURNEYS

16. 11. 2021 | 2 min read The pandemic has boosted online shopping and retail media but TV advertising retains a vital role for advertisers, according to new research.

WILL 2022 BE ADDRESSABLE’S BREAKOUT YEAR?

12. 11. 2021 | 5 min read Where does addressable TV advertising stand now, what challenges remain, and will 2022 really prove to be a tipping point?

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 | 5 min read Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic.

CTV VIEWERS SKEW YOUNGER THAN LEGACY TV VIEWERS

25. 10. 2021 | 2 min read 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.

UK STUDY: HYBRID VIEWING IS THE EUROPEAN NORM

25. 10. 2021 | 1 min read 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 yields greater results than social media or traditional TV when it comes to engagement. The UK angle The report (CTV is for Everyone: 2021) from sell-side advertising platform Magnite reveals that: • Two thirds (65%) of British CTV viewers pay more attention to an ad on CTV than when an ad is seen on social media (22%). • British CTV viewers are 54% more likely to share personal information to receive relevant advertising, while 57% think it is important that brands align with their values and opinions. • British parents are easier to reach with CTV, especially households with teens: 45% of households with teens watch mostly streamed content. • CTV reaches diverse audiences including purchase decision-makers (68%), gamers (89%, of which 28% watch CTV only), light TV viewers (65%) and those born outside of the UK (69%).

ACTIONS, NOT WORDS: BRAND PURPOSE IN A SCHIZOPHRENIC CONSUMER WORLD

22. 10. 2021 | 16 min read 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 environment and both help the world and sell more products at the same time.

VAB RELEASES CASE STUDIES IN STREAMING VIDEO AD CAMPAIGNS

19. 10. 2021 | 2 min read A new VAB report features case studies from Hulu, NBCUniversal, ViacomCBS, AMC Networks, Spectrum Reach, iSpot and TVSquared showing how streaming drove successful campaigns

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 | 7 min read 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.

HOW CTV IS TRANSFORMING, AND WHY MARKETING TEAMS ARE FOLLOWING SUIT

3. 10. 2021 | 5 min read 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 and brand marketers are evolving as well.