STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

20. 2. 2024 2 minutes or less per pod boosts improves impact and viewer experienceg

CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS

15. 2. 2024 In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology.

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I believe deserve a little more attention than he has given them. Tom's GUIDE to more memorable creative Before I go further, I just want to reorder an important summary of advertising principles that Tom provides in his article. Simply re-ordering his five principles gives us a nice little acronym: GUIDE.

BRAND CHARACTERS BEAT CELEBRITIES IN SUPER BOWL ADS

30. 1. 2024 A new study shows that brand characters out-perform celebrities in Super Bowl ads, though few brands use that approach.

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

15. 1. 2024 DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab.

MEDIAR CHOICE: TOP 10 CZECH ADVERTISING CAMPAIGNS OF 2023

1. 1. 2024 Server Mediar.cz presents an annual selection of the best ads from the Czech environment. For the ninth year in a row, experienced Czech creatives evaluated domestic campaigns week after week in the Advertising Cathedral. Here are the top ten ads they liked the most in the past year.

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

22. 12. 2023 Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research.

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

20. 12. 2023 System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62% on two-second brand recognition (Fluency), which measures the strength and speed of brand recognition, compared to 30% for OOH ads that didn’t align with TV creative. This is significant given the average attention time for OOH is two seconds.

CHRISTMAS SPECIAL: THE MOST ANIMATED CHRISTMAS ADS

19. 12. 2023 The Christmas season is a time when the battle for consumer attention requires maximum effort. Animated adverts are among the most powerful marketing tools in every brand’s arsenal. Animation allows creatives to showcase greater imagination and originality, which is crucial in standing out in a highly competitive environment. Let’s take a look at advertisements that have harnessed the potential of animation to its fullest.

CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

17. 12. 2023 It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of celebrities in holiday campaigns has even been on the rise. Let’s take a look at some of the most star-studded Christmas TV ads.

COCA-COLA CHERISHES ITS SANTA CLAUS. HOW DID ONE OF THE MOST INFLUENTIAL MARKETING “ALLIANCES” IN HISTORY TAKE SHAPE?

11. 12. 2023 Although Christmas in the Czech republic is mainly associated with the Christ child, it is not possible to ignore the global popularity of the american Father Christmas, Santa Claus. And in fact, if we take into account the historical context of shaping the image of this character, we are much closer to Santa in our culture than we are often willing to admit. But the legend of Santa Claus is first and foremost a real modern Christmas story in which the marketing of a global soft drinks company played a huge role. And although it is often said that Santa exists because of Coca-Cola, this is not entirely true. But the combination of these two unlikely allies has become so ingrained in the social consciousness over many decades that it is very hard to think of one without the other. But it hasn’t always been this way...

CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

10. 12. 2023 Tears welling up is nothing unusual during the holiday season. Alongside festive decorations and omnipresent holiday music, the tender mood can also be attributed to a heightened sense of togetherness we experience during Advent and Christmas. More than ever, we think about those we have lost and those in need of our help. That’s why advertisements built around touching stories often strike a deep chord with us. Which Christmas ads have hit the most emotional notes this year and in past years?

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

8. 12. 2023 Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

8. 12. 2023 Christmas advertising has changed over the years. To some extent, it could be argued that the dominance of Santa Claus and other traditional Christmas characters has ended. They have been replaced by somewhat unusual heroes who, on the contrary, we do not a priori associate with the festive season. However, they do not only bring a festive atmosphere but also complex stories in which tradition as well as important messages that are fully in line with the trends of today play a role. It is not necessarily a stolen Christmas - on the contrary, it is an annual gift of distinctive creativity. CHRISTMAS BY CHEERFUL VEGETABLES One of such “unusual heroes” is the most frequently mentioned mascot of this year’s Christmas season, which is in the spirit of the comeback of the character known as Kevin the Carrot. The character has been closely associated with the British-Irish retail chain Aldi since 2016, and given that Kevin is essentially an animated carrot, this is a very telling example of how the Christmas advertising market is shifting from the familiar and traditional to the more experimental.

DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

6. 12. 2023 A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less effective as they age, but it may feel like they do, especially when as a brand or an agency professional you are watching the same piece of creative for the millionth time by mid-October.

CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

4. 12. 2023 A Christmas ad must be emotional. An overly commercial approach during the holiday season can backfire for marketers. Each brand approaches the task of bringing emotions into its Christmas campaigns in its own way. Best practices include children, touching stories and, of course, animals. While one might expect exclusively cuddly puppies, frosty little birds, or adorable bears in Christmas ads, many feature cats as the main characters. Why is that, do you think?

JOHN LEWIS’ 2023 CHRISTMAS AD: NEW AGENCY, NEW TRADITIONS

1. 12. 2023 The first Christmas campaign for John Lewis created by Saatchi & Saatchi delivers a new message about adapting to change.

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

30. 11. 2023 Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study.