GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023 Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1. System1 analysed 1,000 randomly selected adverts from the last three years to assess whether they contained environmental messages and how these were being communicated. The analysis found that across System1’s ad testing metrics, ads… Continue reading GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

CHRISTMAS SPECIAL: PEOPLE LOVE CHRISTMAS ADS. BUT IMPRESSIVE COMMERCIALS HAVE THEIR RULES

23. 12. 2023 Some people have a secret recipe for the best eggnog, others for their grandmother’s amazing vanilla crescent cookies. And some brands have a secret recipe for the best Christmas ads. It’s all about getting the right amount of nostalgia, mixing in a good dose of visual elements, carefully whipping up a story, adding a pinch… Continue reading CHRISTMAS SPECIAL: PEOPLE LOVE CHRISTMAS ADS. BUT IMPRESSIVE COMMERCIALS HAVE THEIR RULES

CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

17. 12. 2023 It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of… Continue reading CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

12. 12. 2023 In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling… Continue reading SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

10. 12. 2023 Tears welling up is nothing unusual during the holiday season. Alongside festive decorations and omnipresent holiday music, the tender mood can also be attributed to a heightened sense of togetherness we experience during Advent and Christmas. More than ever, we think about those we have lost and those in need of our help. That’s why… Continue reading CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

8. 12. 2023 Christmas advertising has changed over the years and Santa Claus has been replaced by strange and somewhat unusual heroes...

CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

4. 12. 2023 A Christmas ad must be emotional. An overly commercial approach during the holiday season can backfire for marketers. Each brand approaches the task of bringing emotions into its Christmas campaigns in its own way. Best practices include children, touching stories and, of course, animals. While one might expect exclusively cuddly puppies, frosty little birds, or… Continue reading CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

27. 11. 2023 The Christmas atmosphere is unique and irresistible, deeply tied to powerful emotions. People are eager to open their hearts – and wallets -while searching for the most beautiful gifts for their loved ones. Companies that strike an emotional chord through their Christmas campaigns have wide-open doors to viewers and thus, potential customers. Our Christmas series… Continue reading CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

TARGETING TESTOSTERONE? TV AD MUSIC MORE LIKELY TO APPEAL TO MEN

23. 10. 2023 Popular TV ads are more likely to license music that appeals to men instead of women, according to a new study from Songtradr. AI sonic analysis technology from Songtradr examined the top 50 TV ads with licensed songs this year (by household TV ad impressions, per iSpot), and found the average music selection skewed toward music that men are… Continue reading TARGETING TESTOSTERONE? TV AD MUSIC MORE LIKELY TO APPEAL TO MEN

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

14. 9. 2023 Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023 If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.  That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS

6. 9. 2023 The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different – still living – languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the… Continue reading TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS

NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS

24. 8. 2023 Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory. Commercial noise is all around us. Pressure on people’s attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day… Continue reading NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS

TELEVISION ADVERTISING IN MALAYSIA: A SIMPLE PRESENTATION BUT A POWERFUL, EMOTIONAL STORY

15. 8. 2023 Malaysia, with its multicultural environment and ethnic diversity, is a uniquely cosmopolitan country that manages to bring together diverse communities through shared forms of art and culture. All Malaysians place great emphasis on the values associated with the Malaysian lifestyle and therefore celebrate all festivals exuberantly. For example, the Hari Raya holiday could easily be… Continue reading TELEVISION ADVERTISING IN MALAYSIA: A SIMPLE PRESENTATION BUT A POWERFUL, EMOTIONAL STORY

VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

1. 8. 2023 ARE YOU WONDERING HOW YOU CAN USE TV TO BUILD OR STRENGTHEN YOUR BRAND, INCREASE WEBSITE TRAFFIC, LAUNCH NEW PRODUCTS SUCCESSFULLY OR INCREASE YOUR SHARE OF MARKET? JASON WIESE, SVP, DIRECTOR OF STRATEGIC INSIGHTS AT VIDEO ADVERTISING BUREAU (VAB), AND AMIT SHARAN, SVP OF MARKETING AT TATARI, SHARE THEIR ANALYSES AND CASE STUDIES FOCUSING ON… Continue reading VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

31. 7. 2023 Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour. As one part of the study, research agency Neuro-Insight explored whether the duration of TV ads within their databank influenced both LTME and the emotional impact achieved.  This… Continue reading THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

14. 7. 2023 German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad.

BRANDS NEED TO MARRY HUMOUR AND PURPOSE

11. 7. 2023 System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose. While just one award fitted the purpose-driven description, over half the winners (52%) of Cannes Film Lions in 2023 were intentionally funny, up from 43% last year. But the same… Continue reading BRANDS NEED TO MARRY HUMOUR AND PURPOSE