WOMEN’S SPORTS SCORE HUGE 56% INCREASE IN AD IMPACT

11. 3. 2025 | 3 min read EDO report reveals a surge in women's sports viewership in 2024 fueled ad growth.

TV ADVERTISING DESERVES AN OSCAR FOR ITS EFFECTIVENESS AND CREATIVITY

3. 3. 2025 | 7 min read It is time for the annual Academy Awards. But this prestigious film event is not just a celebration of the art of cinema. It is also a major marketing opportunity. During the gala evening, exclusive advertising spots appear on the screen, costing astronomical sums. Luxury brands, film studios and technology companies use this moment to showcase their latest campaigns. Each year, the Academy Awards offer a close link between television advertising and the film industry.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 | 5 min read Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

20. 2. 2025 | 6 min read Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use mobile devices or laptops while watching, so ads on linear TV can inspire consumers to take immediate action.

ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING

14. 2. 2025 In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing this into BVOD and Video by the end of the year. What is Interest Targeting? Unlike traditional methods that rely solely on search history and click behaviour, interest targeting also considers the context of the content being viewed. This dual approach ensures that ads align more closely with users’ interests and needs, leading to better engagement. It uses AI and machine learning to understand the sentiment and context of the content, and goes beyond key words but take into account additional criteria such as tone of voice and feelings of the content. Why is Interest Targeting Important? Interest targeting is a new approach to adapt to the digital market space. With increasing privacy regulations such as the phasing out of third-party cookies by major browsers, advertisers face new challenges. Interest targeting provides a future-proof solution by leveraging contextual and behavioural data without only relying on cookies. Therefore, interest targeting enables personalised advertising without breaching user privacy regulations. Users retain control over their data, and even those who opt out of data sharing can still receive relevant ads based on the context of their content consumption.

THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS

14. 2. 2025 Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country.

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

13. 2. 2025 | 5 min read Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth.

WHO ‘WON’ THE ADVERTISING SUPER BOWL? IT DEPENDS

10. 2. 2025 | 5 min read Budweiser, Lay’s, T-Mobile and Nike could all claim to have “won” the advertising Super Bowl – depending on who you ask and what was being measured. These were winning brands according to some Monday morning post-game analyses.

SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

6. 2. 2025 | 3 min read Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness.

WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS

4. 2. 2025 | 5 min read There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart.

WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE

4. 2. 2025 | 2 min read Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

WHAT VALUE ARE YOU CREATING FOR YOUR CUSTOMERS?

31. 1. 2025 | 2 min read Creativity has a pivotal role to play in value creation, but today we need a broader definition of creativity – one that enshrines the belief that “it’s only creative if it creates value” and views the whole brand through the lens of customer experience. Why value matters Customers are the life blood of a business. Creating more valuable experiences for customers creates more value for brands. With this in mind, customer experience should not be a siloed discipline; it should actually be the lens through which everything is viewed. In context Negative customer experiences are on the rise, so much so that one of the words of 2024 was “enshittification”, a term coined by Cory Doctorow to explain the demise in quality experiences, particularly in the digital realm.

FROM 1.9:1 TO 2.5:1: HOW ADVERTISING CAMPAIGNS ARE GETTING MORE EFFICIENT

22. 1. 2025 | 2 min read An analysis of 1,537 successful advertising campaigns from the WARC case study database reveals that the median profit return on investment (ROI) for successful advertisers is 2.5:1, suggesting that campaigns have become more efficient over time.

STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES

15. 1. 2025 | 4 min read Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact.

NEWS ORGANISATIONS FEAR A DROP IN REFERRALS, THREATENING A KEY SOURCE OF TRUST FOR BRANDS

10. 1. 2025 | 3 min read Leaders at news organisations are worrying about a drop in referrals from search in the coming year, as social media platforms turn away from news and AI-generated summaries become a mainstream part of search, according to new data from the Reuters Institute at the University of Oxford – for marketers, an internet without news is a complicated place.

TALKING TV TO THE RIGHT PEOPLE

19. 12. 2024 | 2 min read Despite the frequent obituaries of linear TV, research consistently demonstrates its effectiveness – and financial analysts ought to be asking questions based on those findings, suggests Haleon’s head of global media.

INCREASING THE PERFORMANCE OF TV ADVERTISING WITH QR CODES

11. 12. 2024 | 13 min read QR codes were invented in the 1990s. Their original purpose was to track vehicles during production. They were better than a traditional barcode because they could store a huge amount of information in a small area and were easy to scan.

AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE

9. 12. 2024 Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting the REWE app. The Solution: TV Frequency Capping Studies show that seeing ads multiple times helps cement a brand’s message in people’s minds after a certain number of views. However, any more than this number of views contributes to wear-out. To combat wear-out, Ad Alliance introduced the world’s first automatic TV frequency capping.