SURVEY: CTV IS MOST EFFECTIVE DIGITAL AD CHANNEL
31. 3. 2024 A new survey of marketers has found that advertisers view CTV advertising is the most effective digital channel in their media mix and that 23.6% plan to increase their spending on connected TV (CTV) campaigns in 2024, according to a new study from tvScientific. The study, which collected responses from more than 600 marketing professionals… Continue reading SURVEY: CTV IS MOST EFFECTIVE DIGITAL AD CHANNEL
SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING
27. 3. 2024 DirecTV survey found that 84% watch live sports with friends and family. In the runup to March Madness, DirecTV has released new sports viewership survey data that highlights the importance of social activities in the popularity of sports viewing. The survey from DirecTV Advertising and DirecTV for Business, which dives into the diverse habits, preferences,… Continue reading SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING
THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
27. 3. 2024 Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
WARC REVEALS THE MOST EFFECTIVE CAMPAIGNS
24. 3. 2024 The top campaign of last year is the Shah Rukh Khan-My-Ad project, according to successes in effectiveness competitions tracked by WARC. Who else succeeded? WARC has unveiled this year’s ranking of the 100 campaigns that won the most awards at effectiveness competitions around the world. Be it competitions like Effie, the effectiveness categories at Cannes… Continue reading WARC REVEALS THE MOST EFFECTIVE CAMPAIGNS
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024 In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS
18. 3. 2024 Campaigns in traditional media bring e-shops an increase in brand awareness, as well as a contribution to overall turnover. This came out of the discussion at the Eshopista meeting. For online retailers such as Alza.cz, Niceboy or Trenýrkárna, campaigns on TV or radio bring the effect of increased customer interest in their products. This came… Continue reading E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS
STUDY: TV TOP PURCHASE INFLUENCER
8. 3. 2024 US local broadcast television industry trade body TVB has released the findings of the 2024 Purchase Funnel Study which seeks to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of… Continue reading STUDY: TV TOP PURCHASE INFLUENCER
STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
7. 3. 2024 The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024
5. 3. 2024 The convergence of commerce and TV is not merely a fleeting trend but presents a seismic shift in the ecosystem, writes LiveRamp’s Will Keggin. Retail media and connected TV (CTV) stand out as two of the fastest-growing mediums in the digital landscape in 2023, with no signs of stopping. They are both poised for significant… Continue reading HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024
BRANDS SHOULD LEAN INTO LOYALTY
22. 2. 2024 More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold. For brands, consumer loyalty is increasingly playing a factor in people’s purchasing decisions: More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold’s 2024 Global Consumer… Continue reading BRANDS SHOULD LEAN INTO LOYALTY
CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD
21. 2. 2024 Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report. Why you should read the report The Future of Media 2024 takes a look… Continue reading CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD
ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED
20. 2. 2024 More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets. That figure is based on a study which estimated the average F500 company could be wasting at least $25m a year on unused creative assets;… Continue reading ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED
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 FreeWheel, Comcast’s ad tech company, released new research that points to ways the TV business can build commercial breaks that provide a better viewer experience and more effectiveness for advertisers. Research, done with MediaScience, found that keeping breaks — known in the business… Continue reading STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)
HOW TO USE ATTENTION TO DRIVE SALES
16. 2. 2024 Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive. Samuel Brealey, a chartered marketer and… Continue reading HOW TO USE ATTENTION TO DRIVE SALES
THE RIGHT WAY TO BUILD YOUR BRAND
5. 2. 2024 The best ad campaigns make a memorable, valuable, and deliverable promise to customers. Summary. More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” In this article the authors present a solution to Wanamaker’s famous quandary. Drawing on… Continue reading THE RIGHT WAY TO BUILD YOUR BRAND
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… Continue reading WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?
ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW
31. 1. 2024 A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer to incremental sales as… Continue reading ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW
TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?
29. 1. 2024 Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly. Amid all the positivity around marketing “confidence” appearing to improve heading into this year, TV is set to have another very tough year. Media-buying agency bosses I’ve spoken to in… Continue reading TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?
