CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 | 6 min read Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency.

CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING

4. 2. 2022 | 5 min read The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game.

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022 | 7 min read An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022 | 6 min read Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement.

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022 | 5 min read Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.

THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

8. 12. 2021 | 8 min read There’s a bit to cover in these insights we share – so grab the popcorn and settle in

GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION

1. 12. 2021 | 6 min read Russell Fisher and Matt Lord of Cain&AbelDDB argue that well-crafted direct response TV ads could be your brand’s secret sauce.

RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?

30. 11. 2021 | 4 min read Behavio Labs analyzed selected ad campaigns to see how they performed in terms of the key conditions for successful advertising.

SOMETHING OLD OR SOMETHING NEW? WHY TV PLUS STREAMING IS THE MARRIAGE FOR YOU

28. 11. 2021 | 4 min read New data reveals the ideal balance of TV and streaming advertising to achieve maximum campaign reach

RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS

22. 11. 2021 | 4 min read Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content.

SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW

18. 11. 2021 | 4 min read While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane.

ADVERTISING AT THE CROSSROADS – GAINING ATTENTION VS SELLING OUR SOUL

16. 11. 2021 | 7 min read At a crossroads on the value of ‘viewability’, advertising needs to embrace quality of attention as a true measure of potential audience and business impact. Dan Machen is Head Of Strategy at Lionize.

LOOK OUT!

4. 11. 2021 | 6 min read How do you create effective and memorable advertising in a world that seems to be turning inwards?

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

3. 11. 2021 | 3 min read An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC's database of 1,169 case studies of successful advertising campaigns.

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 | 6 min read The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD.

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 | 5 min read Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic.

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 | 7 min read Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen.

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

12. 10. 2021 | 7 min read In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose.