SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

7. 10. 2024 Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.  The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY

FILM ANNIVERSARY: AUDIENCES WANT TO LIVE AS FRIENDS OR THE ADVERTISING POWER OF THE SITCOM

1. 10. 2024 When Friends first appeared on television in September 1994, no one imagined that the sitcom would become a worldwide phenomenon, not only attracting millions of viewers around the world, but also becoming the darling of agencies and brands. It offers a powerful platform for marketers for several reasons. Read why.

THE ASSOCIATION OF COMMERCIAL TELEVISION ESTABLISHED COOPERATION WITH GROUPM AND ITS RESEARCH PROJECT MPANEL

18. 9. 2024 Since this August, the Association of Commercial Television (AKTV) has partnered with GroupM Czech Republic from the WPP group. Thanks to the exclusive cooperation with the mPanel data source, AKTV’s website ScreenVoice.cz will publish monthly interesting articles exploring television as an advertising medium and the viewing behaviour of Czech audiences. The Association of Commercial Television,… Continue reading THE ASSOCIATION OF COMMERCIAL TELEVISION ESTABLISHED COOPERATION WITH GROUPM AND ITS RESEARCH PROJECT MPANEL

THE MARVEL PHENOMENON: COMICS AND TV ADVERTISING IS A GREAT DUO

16. 9. 2024 The popularity of comic book characters makes it possible to create attractive and visually powerful ads, and brands and creative agencies are well aware of this. Which ones are successfully riding the Marvel wave with a comic book theme?

TIPS FOR SMALL ADVERTISERS FOR AN EFFECTIVE TV CAMPAIGN

29. 8. 2024 The answer to how small advertisers can run an effective TV campaign lies in data-driven customer targeting, such as the Audience-Based TV Buying strategy. The National Small Business Week period is an ideal time to explore innovative advertising strategies to help smaller businesses increase their reach and relevance with customers. Small businesses can take advantage… Continue reading TIPS FOR SMALL ADVERTISERS FOR AN EFFECTIVE TV CAMPAIGN

INVISIBLE BRANDS DON’T SELL — WHY BUILDING REACH IS FUNDAMENTAL TO BRAND GROWTH

29. 8. 2024 In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth. We all know how complex the media landscape is. When commercial TV was a one- or two-channel affair, with no competition from the internet, there was a highly bankable relationship between ad investment, audiences, and… Continue reading INVISIBLE BRANDS DON’T SELL — WHY BUILDING REACH IS FUNDAMENTAL TO BRAND GROWTH

TV CAMPAIGNS MUST BE INNOVATIVE. HOW TO DO IT?

27. 8. 2024 The innovativeness of TV campaigns can be increased by using advanced advertising solutions on multiple TV platforms. By taking a proactive approach, marketers can keep up with the market and anticipate future changes, which is essential to maintain their position as an industry leader. Taking an agile approach to precision targeting and audience engagement using… Continue reading TV CAMPAIGNS MUST BE INNOVATIVE. HOW TO DO IT?

2024 MOVING IMAGE STUDY: STABLE HIGH LEVEL OF BROADCASTER CONTENT USAGE

23. 8. 2024 According to a recent study conducted by RTR Medien in cooperation with the TELETEST working group, broadcasters account for 77 per cent of the use of moving images. Companies offering streaming services and video services are not increasing their reach. The trend highlighted in the previous year’s study continues. For the ninth year in a… Continue reading 2024 MOVING IMAGE STUDY: STABLE HIGH LEVEL OF BROADCASTER CONTENT USAGE

CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

22. 8. 2024 Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB. There is no question that content influences brand perception. 72% of consumers say their perception of advertising is influenced by surrounding content. 73% of consumers find contextually relevant advertising more appealing. Ad recall doubles Contextual… Continue reading CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT

15. 8. 2024 TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement. Newcomers are making waves. Magic Spoon’s “Tastiest Revolution” ad outperformed the Food and Beverage average by 1,633%, proving innovative creative allows… Continue reading TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT

STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

10. 8. 2024 Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research. The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV. The IAB this week forecast that spending on CTV… Continue reading STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about  The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the… Continue reading INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

7. 8. 2024 TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one. In our high-speed digital world, traditional TV has struggled to compete against other media channels to capture and retain the attention of consumers. However, when it comes… Continue reading WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1. The study, The Sport Dividend: Unlocking Incremental Brand Growth Through Sport Sponsorship, revealed that a range of activations associated with sport sponsorship, from advertising to digital… Continue reading BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

2. 8. 2024 Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising. TV viewership has changed more in the past decade than in the last thirty years combined. While linear TV still boasts massive audiences, streaming platforms are rapidly gaining… Continue reading WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

1. 8. 2024 A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition? This summer, it’s not only the players and competitors who’ll be hoping to win big at Euro 24 and the Summer Olympics in Paris. Brands will… Continue reading HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV. Cathy O’Connor’s comments that out-of-home revenue is set to grow at the expense of TV should send shivers up the spines… Continue reading KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?