BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.

SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS

23. 1. 2023 From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges.

THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022

20. 1. 2023 The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon's 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The final point is that this is definitely not a good idea. The ad was handled by creative agency Lucky Generals and media agency IPG - Rufus.

MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER

4. 1. 2023 One of the most comprehensive studies on recessions shows that only 9 percent of companies emerge from a recession in better shape than they entered it. What does this mean for marketers, and how should they behave during a recession to get their company out of it in the best shape possible? Mark Ritson, professor of marketing, and Jon Evans, Chief Customer Officer of System1, talked about this during the "Ritson on recession" webinar.

KIM PORTRATE ON CREATIVITY IN 2023

1. 1. 2023 If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter.

WHY MARKETERS NEED TO OPTIMISE MEDIA INVESTMENT IN THE COST-OF-LIVING CRISIS

26. 11. 2022 The cost-of-living crisis presents marketers with perhaps an even bigger challenge than the pandemic. They will need to optimise media investment, writes Azerion’s Paul Lowrey.

67% OF CONSUMERS PREFER AD-SUPPORTED STREAMING OPTIONS TO AD-FREE ONES?

8. 11. 2022 While subscription video on demand (SVOD) has become a streaming mainstay, ad-supported video (AVOD) is the hot new trend. But challenges abound in the rapidly evolving streaming landscape, with disjointed, uncurated and impersonal ad experiences.

WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

30. 10. 2022 As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others.

THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022 When the harsh reality of an economic recession hits companies, most of them tend to respond somewhat schematically according to the established rules of business logic. However, the more statistical data we have, the more clearly we see that these rules may not be as logical as they may appear at first sight. While in a worsening economic climate CEOs are cutting what they consider “unnecessary” costs - with advertising and marketing traditionally being the first to be cut - marketing experts advise exactly the opposite approach. Experts agree that you can advertise your services and products happily during a boom, but you absolutely must advertise during a recession. Why don’t companies realise this? INFLATION DOES NOT HAVE TO BURY MARKETING COMPLETELY We can draw useful data from an examination of the market response to the economic recession of the early 1980s. Just like today, it was triggered by the global energy crisis - at that time it was caused by the Iranian Revolution. As a result of that geopolitical upheaval, the price of oil began to soar. Later, this period became known in history as the ‘oil shocks’ that drove already high inflation in the Western world into double digits. Historians agree that this was the biggest economic crisis since the Second World War.

ADS FOR THE RIGHT BRAIN ARE MORE EFFECTIVE BUT THERE ARE FEWER OF THEM

25. 10. 2022 ADS ACTIVATING THE RIGHT HEMISPHERE OF THE BRAIN ARE MORE EFFECTIVE AND attract MORE ATTENTION, BUT THEY DIMINISH OVER TIME. THIS WAS one of The findings presented by ORLANDO WOOD AT THE BRAND MANAGEMENT CONFERENCE

CREATING MEMORABLE CHARACTERS IN ADVERTISING

25. 10. 2022 How character fluent devices support long-term brand building?

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 4 strategies that can improve brand relationships and increase ROI

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022 Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time.

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

6. 9. 2022 Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. By the very nature of television as an audiovisual medium, it is obvious that the audio component has a firm and irreplaceable place in advertising. Music is one of the essential ingredients for success. This is something that many advertisements constantly convince us of, and which we are unable to put out of our minds for a long time afterwards. Sometimes commercials even even herald new music trends, sometimes they are the birth of global superstars. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising. UNITED AIRLINES - RHAPSODY IN BLUE (1995; 2013) Opinions on air travel vary - some love planes, others have an unimaginable horror of them. But whichever one of these two groups you belong to, you can't deny this mode of transport a certain poetry and harmony that takes hold of you when you look out of the boarding window. Since the 1990s, United Airlines has been relying on this aspect of travel, urging its customers to „fly towards the friendly skies”. The campaign, which first drew attention to the fact that flying is actually a matter of customer comfort, has to some extent set the course for the airline industry. It's no wonder that United Airlines revived it a few years ago to the same success, banking mainly on the nostalgia of those who remember the original iteration. But time-tested things are not to be changed, which is why the original musical identity has been retained. Indeed, United Airlines is already so closely associated with American composer George Gershwin's symphony Rhapsody In Blue that it can hardly be claimed by anyone else - despite the fact that since the composer's death, the time limit for retaining the original copyright has passed. For it is hard to argue that the combination of Gershwin and planes criss-crossing the blue sky is not a visual symphony in itself.

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 Loren Cook and Bronwyn Sweeney are Creative Directors at MullenLowe and certified funny people (according to them). They share their thoughts on why, in the darkest of times, brands should keep looking on the bright side of life.

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022 The power of creative advertising: creative ads impair recall and attitudes toward other ads /

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022 WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness.

TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING

15. 7. 2022 Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad