SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?

18. 8. 2022 | 6 min read TV advertising may not carry the same weight it did years ago, but does that mean we should give it up altogether? Not really — and here's why.

REMEMBER THE VALUE OF TV AS INFLATION BITES

18. 8. 2022 | 6 min read Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness.

THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

5. 8. 2022 | 7 min read One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life.

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022 | 2 min read The power of creative advertising: creative ads impair recall and attitudes toward other ads /

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

26. 7. 2022 | 15 min read Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world.

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

25. 7. 2022 | 4 min read Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022 | 3 min read 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.

IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!

21. 7. 2022 | 2 min read Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that?

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

19. 7. 2022 | 6 min read Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common?

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022 | 4 min read Here's a roundup of the spots that won the Cannes Lions' Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare results equally, for example, no matter how differently their bodies burn calories. This encouraged people to be competitive and motivated, as well as accessing services on the Nike+ platform, which was free to users of the wristband.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022 | 3 min read Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one.

TV DRIVES SEARCH UPLIFT

1. 6. 2022 | 1 min read The latest Chart of the Month shows the strong relationship between TV exposures and search volume.

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 | 6 min read It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

5. 5. 2022 | 4 min read New Future Today survey finds that 94% of parents have increased co-viewing in the last year.

HOW TO RESOLVE THE ATTENTION PARADOX

12. 4. 2022 | 4 min read Can attention be both the “North Star to effectiveness” but also “really not how advertising works”?

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022 | 5 min read Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions