THE ECONOMIC CRISIS AS A MARKETING OPPORTUNITY? 2023 DOESN’T HAVE TO CRIPPLE COMPANIES, BRAND LOYALTY AND A TOUCH OF EMPATHY ARE THE KEYS TO SUCCESS

5. 1. 2023 | 12 min read Analysts around the world predict a challenging year for business. According to them, the past year was essentially a warm-up and the cost of living crisis will only become fully apparent in the coming months. This will undoubtedly be a challenge for marketers in all sectors, but there are also words of comfort and encouragement that we can add - while the world faced an unprecedented situation during the pandemic, the cost of living crisis is not something we have no historical experience of. There was a similar situation in 2008, and it provided a lot of lesson that we can apply now. Marketing and advertising experts even claim that the crisis is an opportunity to make an established brand even stronger. The key to this is strategies that do not abandon marketing in favor of a short-term performance boost.

RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

3. 1. 2023 | 6 min read Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one.

FROM ADVERTISEMENTS TO ARTIFICIAL INTELLIGENCE. HOW HAS ADVERTISING IN THE CZECH REPUBLIC CHANGED IN 30 YEARS?

27. 12. 2022 | 8 min read The creation of advertisements has changed fundamentally over the past decades, as has consumer perception of them. So what are consumers receptive to most now? And how are marketers making their jobs easier with AI?

YES, TV IS AN ATTENTION BARGAIN – BUT EVEN MORE SO THAN LUMEN THINK

21. 12. 2022 | 5 min read It’s hard to read incredibly positive things about TV advertising and yet be compelled to argue with them, but sometimes you have to, says Thinkbox’s Matt Hill.

THE LIGHT TV VIEWER IS ABOUT TO TAKE UP A LOT MORE OF YOUR TIME

7. 12. 2022 | 5 min read TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage. TV remains the pre-eminent media channel for delivering both scale and reach. And that’s a fact.

CHALLENGE EVEN FOR THE BEST MARKETERS. WHY DOES A GOOD TV AD NEED TO GRAB THE VIEWER’S ATTENTION?

14. 11. 2022 | 19 min read Does it ever happen to you that while watching a commercial break on TV, an ad sticks in your mind so much that you have to think about it the next day? Or that you completely forget the “skip-ad” button when watching an ad before an online video? That is exactly the kind of situation where the real marketing experts rub their hands with satisfaction. They have just managed to grab your attention, which is an extremely difficult discipline that challenges even the most renowned brands. Is there any manual on how to tackle it with honour and create an ad that will become a viral hit?

CREATING MEMORABLE CHARACTERS IN ADVERTISING

25. 10. 2022 | 6 min read How character fluent devices support long-term brand building?

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022 | 6 min read With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022 | 4 min read 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.

‘WATCHING’ ACCOUNTS FOR THE LARGEST SHARE OF MEDIA TIME

23. 9. 2022 | 1 min read IPA TouchPoints offers great insights into today’s media consumption. The data is drawn from a representative sample of over 6,000 adults aged 15+ living in Great Britain. Each person keeps a diary via their mobile phone, detailing their activities every half an hour for a week.

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022 | 4 min read Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability.

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022 | 11 min read Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what advertising on linear TV is ideal for. „In the marketing business today, it's like driving cars backwards. We're constantly figuring out how we can use data and technology to make changes. Because everything is supposedly always changing, today's customer is not the same as yesterday’s,“ says Wiemer Snijders, author of Eat Your Greens and a representative of so-called evidence-based marketing.

EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

8. 9. 2022 | 8 min read Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022 | 7 min read TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful? We'll break down the many reasons in this article. Targeting With TV Is More Effective Than Ever TV advertising reaches a large audience with minimal effort. In the U.S., there are over 118 million households with a TV, and the average person watches over 4 hours of TV each day. This gives advertisers a lot of opportunities to reach their target market.

MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION

6. 9. 2022 | 11 min read There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.

THREE ERRORS OF EFFICIENCY

5. 9. 2022 | 8 min read Critics of traditional media channels argue that they are wasteful and expensive. But these critiques are fundamentally flawed – rather than points of weakness they are, in fact, points of strength, argues Alex Murrell, Strategy Director at Epoch.

AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?

30. 8. 2022 | 6 min read Martin Nováček from media agency OMD Czech reflects on what parameters currently influence the price of TV advertising and asks where it can go.

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022 | 5 min read Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth