LUCKY SEVEN: THE 7 BIGGEST MARKETING OPPORTUNITIES FOR TV ADVERTISING

29. 4. 2024 The Association of Commercial Television (AKTV) celebrated seven years of operation. The seventh anniversary brings a look back at the wealth of AKTV’s activities aimed at promoting the interests of commercial television, fighting digital piracy, and contributing to the development of the legislative framework for broadcasting and promoting television. These are the most meaningful activities as television viewing is still at its peak of popularity, as research shows.

MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING

18. 4. 2024 There have been more than enough myths about television in recent years. But none of them hold up under the weight of the facts. Television is still one of the most important media channels, still reaches a large number of viewers and is still the medium that stirs emotions, offers the highest efficiency and return on investment, maximum attention and trust. And it is far from being consumed just by the older generation. In any case, television has the potential to be effective and attractive in the long term - for marketers and media planners as well as for audiences.

SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING

27. 3. 2024 DirecTV survey found that 84% watch live sports with friends and family.

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024 Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them.

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024 Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away from TV advertising would be crazy to do so,” writes Field.

THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

26. 3. 2024 TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of the TV ads that have captured the hearts of consumers with compelling creative, providing brands with wider awareness and higher sales. THE STATISTICS ARE CLEAR Research shows that the influence of social networks is overestimated, and we need to stick to the figures. Statistics show that television has a totally unrivalled reach. According to a measurement carried out in Canada between May and September 2023, television reached 83% of adults, 72% of teens, and 68% of kids.

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024 Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned.

HOW TO MAKE EFFECTIVE TRAVEL ADS?

12. 3. 2024 Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Features of Engaging Travel Ads Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024 iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

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.

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 of humour, and sprinkling in a few secret ingredients – and voilà, an amazing Christmas ad to be remembered for years is here. You say it’s not that easy? You’re right, it’s not.

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 celebrities in holiday campaigns has even been on the rise. Let’s take a look at some of the most star-studded Christmas TV 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 new opportunities in contextual TV reveals, and providing insights into the future of data-powered TV.

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 advertisements built around touching stories often strike a deep chord with us. Which Christmas ads have hit the most emotional notes this year and in past years?

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

8. 12. 2023 Christmas advertising has changed over the years. To some extent, it could be argued that the dominance of Santa Claus and other traditional Christmas characters has ended. They have been replaced by somewhat unusual heroes who, on the contrary, we do not a priori associate with the festive season. However, they do not only bring a festive atmosphere but also complex stories in which tradition as well as important messages that are fully in line with the trends of today play a role. It is not necessarily a stolen Christmas - on the contrary, it is an annual gift of distinctive creativity. CHRISTMAS BY CHEERFUL VEGETABLES One of such “unusual heroes” is the most frequently mentioned mascot of this year’s Christmas season, which is in the spirit of the comeback of the character known as Kevin the Carrot. The character has been closely associated with the British-Irish retail chain Aldi since 2016, and given that Kevin is essentially an animated carrot, this is a very telling example of how the Christmas advertising market is shifting from the familiar and traditional to the more experimental.

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 adorable bears in Christmas ads, many feature cats as the main characters. Why is that, do you think?

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 of articles will explore various highlights and “bests” of Christmas TV ads.

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 more likely to prefer.