HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
13. 11. 2023 We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?
AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA
3. 11. 2023 Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead. The pull of nostalgia is powerful. It’s one reason why the Coca-Cola ‘holidays are coming’ Christmas advert is among the nation’s favourites, and part of the appeal of Burger King’s new… Continue reading AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA
USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS
3. 11. 2023 The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper. Hearing different voices narrate a persuasive message grabs the attention of consumers and boosts their willingness to pay. The authors of the study called this the ‘voice numerosity effect’. This effect continues to… Continue reading USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS
WHY COKE LEANED ON ITS HERITAGE THIS YEAR TO CREATE SANTA-LADEN AD
2. 11. 2023 We catch up with Coca-Cola’s global head of creative strategy to hear how the soda brand thinks there’s a little Father Christmas in all of us. Coca-Cola has had a longstanding affiliation with Santa Claus, ever since he appeared in its holiday ads in the 1920s. This year, its festive offering draws on that association,… Continue reading WHY COKE LEANED ON ITS HERITAGE THIS YEAR TO CREATE SANTA-LADEN AD
UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
2. 11. 2023 Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows. In Elevating eCommerce: The Unseen Power of Upper Funnel Spending, measurement platform Fospha analysed the impact of mid and upper-funnel activity on brands’ performance over time, paying particular attention to… Continue reading UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV
9. 10. 2023 Marketers are reportedly falling out of love with TV – but what do creatives think about the future of the medium? When someone is asked what their favourite ad is they will almost certainly refer to a TV spot. TV is an advertising medium that can leave a long-lasting impression on a person and is… Continue reading “WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV
LAW OR ETHICS? ADVERTISING BENEFITS FROM BOTH FORMS OF REGULATION SEAMLESSLY BUILDING ON EACH OTHER
5. 10. 2023 Many marketers come to a crossroads in their professional career where they have to evaluate whether their creative idea is suitable for public presentation or whether it is unnecessarily teetering on the edge of ethics and good taste. This is a decision on which the future of the promoted brand may depend, so it is… Continue reading LAW OR ETHICS? ADVERTISING BENEFITS FROM BOTH FORMS OF REGULATION SEAMLESSLY BUILDING ON EACH OTHER
STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING
26. 9. 2023 New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud. Just over a year ago, we talked about the steady overall decline of humour in advertising over the last two decades. The good news is that Kantar data from… Continue reading STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING
QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS
25. 9. 2023 Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content. Using QR codes on TV ads, innovative marketers can convert offline engagements to online conversions. QR codes can take viewers to any form of TV advertisement or promotion online… Continue reading QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS
NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION
25. 9. 2023 Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it’s unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences,… Continue reading NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION
HOW TO IMPROVE ADVERTISING PAYBACK
21. 9. 2023 Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability. In a WARC Spotlight on Drivers of Brand Growth, Paul Dyson, co-founder of Accelero, updates his previous study from 2014 to include… Continue reading HOW TO IMPROVE ADVERTISING PAYBACK
STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT
19. 9. 2023 Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years. That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT
THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES
14. 9. 2023 Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES
STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS
7. 9. 2023 It’s time to flip the calendar to September. This means both the children returning to school and settling into a standard work setup after a perhaps more relaxed holiday regime. But at the same time, the main video game season traditionally kicks off – and 2023 promises to be the most packed since the pre-covid… Continue reading STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS
TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS
6. 9. 2023 The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different – still living – languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the… Continue reading TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS
WHY TV’S NOT JUST A BRAND CHANNEL
6. 9. 2023 There are many marketing debates: Agency vs. in-house. Brand vs. Product. Creative intuition vs. data-driven design. And, of course, sales activation vs. brand-building. Marketing Architects have a look how to drive sales and brand, together, on TV in this article. Each week, we break down another marketing strategy so you can skip the hype and… Continue reading WHY TV’S NOT JUST A BRAND CHANNEL
CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON
29. 8. 2023 Faced with the news that up to two-thirds of consumers are set to cut back on their Christmas spending this year due to the ongoing cost-of-living crisis, marketers and brands have a tough couple of months ahead of them. The data, revealed in a report commissioned by the IPA, showed that while shoppers will be… Continue reading CHRISTMAS 2023: HOW BRANDS AND MARKETERS SHOULD APPROACH THIS YEAR’S FESTIVE AD SEASON
MIRACLES HAPPEN WHEN YOU BELIEVE IN YOURSELF. THAT GOES DOUBLE FOR BARBIE FOR OVER HALF A CENTURY
24. 8. 2023 The summer of 2023 is marked by "pink madness". Thanks to a hugely successful blockbuster movie, Barbie doll is making a comeback with all the pomp and circumstance. What makes the story of Barbie marketing so unique and worthy of emulation?
