MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024 | 3 min read 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 | 4 min read 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 | 9 min read 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 | 4 min read 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 | 8 min read 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 | 1 min read 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 | 3 min read 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 | 6 min read 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 | 7 min read 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 | 8 min read 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 | 16 min read 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 | 7 min read 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 | 6 min read 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 | 1 min read 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.

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

14. 9. 2023 | 8 min read 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 look into space. THE FIRST TV AD IN THE WORLD WITH A CZECH FOOTPRINT We have already written about the world’s first television advertisement for Bulova watches, which aired on 1 July 1941 on WBNT, in an article about TV advertising in the USA. However, you may not know that Czechia, or rather a Czech native, has a share in this first spot. In 1875, during the golden era of industrial development in America, a Czech immigrant Josef Bulova (born in Louny) opened a jewellery shop in the centre of New York. Soon after, he began to produce his own watches with his name on the dial. And it was at that moment that the history of a global brand started. Bulova’s watches not only made it to the moon but were also the first product ever to be featured in a television ad.

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023 | 3 min read 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.

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

6. 9. 2023 | 8 min read 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 colourful realm of television advertising in the Philippines. A BIT OF HISTORY Television was introduced in the Philippines by Judge Antonio Quirino, younger brother of former President Elpidio Quirino, on 23 October 1953. Imported television advertisements were used until 1960. The first local television advert aired in 1960 was for Tide washing powder. In 1966, when Philippine television switched from black-and-white to colour, the first colour television ad also appeared, with the first advertiser being Colgate-Palmolive.