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

23. 8. 2024 | 5 min read 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.

CONTEXTUALLY RELEVANT ADS ARE MORE EFFECTIVE

22. 8. 2024 | 2 min read Contextual advertising can significantly impact campaign metrics across the purchase funnel. This is the finding of research conducted by VAB.

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

15. 8. 2024 | 2 min read 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.

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

10. 8. 2024 | 3 min read 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.

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 | 2 min read 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 themes from the work, unearth what makes a campaign both creative and effective, and offer a behind-the-scenes view of the strategies that lead to winning in this category. Why the 2024 winners matter John Bizzell, WARC’s awards lead, explains that the 2024 Creative Effectiveness Lions jury set themselves a mission to “seek causality in every case” – with clear evidence that the campaign had directly caused business impact.

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

7. 8. 2024 | 5 min read 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.

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

6. 8. 2024 | 4 min read 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.

WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

2. 8. 2024 | 6 min read 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.

HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

1. 8. 2024 | 4 min read 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?

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 | 5 min read 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.

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

29. 7. 2024 | 4 min read 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.

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 | 6 min read Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one.

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 | 4 min read The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience.

TOP ADS HAVE DISTINCT EMOTIONAL TRAITS

19. 7. 2024 | 2 min read Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC.

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 | 6 min read With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns.

KIM PORTRATE: TV OFFERS A BEACON OF STABILITY IN A TIME OF TECHNOLOGICAL TURBULENCE

15. 7. 2024 | 3 min read Between impending privacy changes, the deprecation of cookies and the impact of AI, digital advertising is heading into a future more unpredictable than ever before. Amid all the turbulence, TV offers stability, brand safety and a reliable return on investment, despite market-wide disruption, says Kim Portrate, CEO at ThinkTV.

LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME

13. 7. 2024 | 3 min read Both brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet.

BAUHAUS, BIRELL AND MASTERCARD REACH THE CZECHS WITH THEIR ADVERTISING

2. 7. 2024 | 3 min read Of the 60 ads selected last year, Bauhaus, Birell and Mastercard resonated most with Czechs, according to Ipsos.