TV ADVERTISING IS NOT EXPENSIVE. IT OFFERS A HIGH RETURN ON INVESTMENT AND CAN BE AFFORDED BY SMALLER COMPANIES

21. 3. 2024 | 7 min read Quite often we encounter the myth that television as an advertising medium is expensive. But the reality is quite different. The magic term in TV advertising is “return on investment”. Television as a medium has an incredibly high return on investment because it has the greatest potential to reach and engage mass audiences, create brand awareness, have an emotional impact and generate sales. Even though competition from other platforms such as social media is continuously increasing, TV still generates better results than advertising done through other media channels.

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024 | 4 min read Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned.

E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS

18. 3. 2024 | 5 min read 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.

TELEVISION HAS THE HIGHEST TRUST AND ATTENTION. THESE FACTORS MAKE IT MORE POWERFUL THAN OTHER MEDIA

14. 3. 2024 | 8 min read Advertising on TV still holds all the aces to show advertisers that it is exactly the part of the marketing mix to ensure effective achievement of objectives and increased sales. The myth that TV has no advantages over other media in the digital age does not hold up. Its effectiveness and performance have not been undermined by the expansion of social media without which today’s younger generation cannot do. What is behind television’s strong position as an advertising medium? The answer is simple: its credibility and the ability of TV advertising to gain and hold the attention of the audience.

HOW TO MAKE EFFECTIVE TRAVEL ADS?

12. 3. 2024 | 8 min read Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Features of Engaging Travel Ads Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

STUDY: TV TOP PURCHASE INFLUENCER

8. 3. 2024 | 2 min read 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.

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

7. 3. 2024 | 7 min read 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.

TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED

7. 3. 2024 | 8 min read The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.

HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024

5. 3. 2024 | 6 min read 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.

BRANDS SHOULD LEAN INTO LOYALTY

22. 2. 2024 | 1 min read More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold.

TELEVISION HAS A FUTURE AS A MEDIUM. NEW DATA DEBUNKS MYTHS ABOUT TV AND TV ADVERTISING

22. 2. 2024 | 6 min read Television is still one of the most popular leisure activities in Czech households. This is the conclusion reached by the association of television organizations in its new report, stating that viewers over the age of 15 spend three hours and forty-four minutes a day watching television. TV’s effectiveness, huge reach to a wide audience and other benefits make it clear that advertising on tv makes much sense for brands even in the digital age. And it is time to deal vigorously with the myths about TV and TV advertising. Long History and Strong Position of Television Advertising Television advertising has been around for decades and has survived the digital age. Despite all the new developments, TV remains one of the most powerful advertising platforms and still holds its position as the most compelling and trusted media channel. According to Peter Field, television has never been a more effective advertising channel than it is today.

CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

21. 2. 2024 | 3 min read 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 at platform power in the era of AI, the current state of linear TV, the future of attention measurement, and the growth of in-game advertising.

ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

20. 2. 2024 | 2 min read 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.

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

20. 2. 2024 | 3 min read 2 minutes or less per pod boosts improves impact and viewer experienceg

HOW TO USE ATTENTION TO DRIVE SALES

16. 2. 2024 | 3 min read 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.

THE RIGHT WAY TO BUILD YOUR BRAND

5. 2. 2024 | 15 min read The best ad campaigns make a memorable, valuable, and deliverable promise to customers.

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 | 7 min read 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.

ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW

31. 1. 2024 | 2 min read 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.