NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS

24. 8. 2023 | 6 min read Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory.

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

15. 8. 2023 | 11 min read 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 compared with the American Super Bowl in terms of television advertising. Those who do not advertise during Hari Raya seem to be invisible. History of television broadcasting in Malaysia The television industry is a multi-billion-dollar business in Malaysia. Television has long been one of the most important media there. Malaysian television broadcasting was first launched on 28 December 1963. It was a single, black-and-white network known as Rangkaian Pertama (Channel One in English). Six years later, at the end of 1969, Rangkaian Dua (Channel Two in English) was launched, providing information, entertainment, and education.

VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

1. 8. 2023 | 9 min read 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 “HOW TV ADVERTISING GROWS BRANDS”.

THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

31. 7. 2023 | 1 min read 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.

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

14. 7. 2023 | 8 min read 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. The study came to a clear conclusion: there are large differences in the perception of advertising during different phases of the day, which offers advertisers and media agencies the chance to optimally design and plan ads using appropriate creative elements and thus achieve a higher impact and memorability with tv viewers.

BRANDS NEED TO MARRY HUMOUR AND PURPOSE

11. 7. 2023 | 3 min read 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.

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

9. 7. 2023 | 6 min read Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the hearts of its audience.

TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

4. 7. 2023 | 9 min read Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know what works for american viewers?

COMING UP WITH A TV AD BASED ON A JOKE IS NOT EASY. THE MARKETING BATTLE IS FOUGHT OVER THE BEST POSSIBLE PUNCHLINE

3. 7. 2023 | 12 min read The first of July is a symbolic date for several reasons. It is, of course, the first day of the summer holidays, an event that is awaited with great anticipation by schoolchildren and with less enthusiasm by their parents. But the first of July is also the international joke day, so we hope you remembered to have a good laugh this past weekend. If you did not, maybe you will with one of the ads that are universally appreciated for their ingenious, witty and well-constructed punchlines. Whether you are fans of sarcastic humour, cruel jokes, absurdity taken to extremes, or hilarious paradoxes and contradictions, the world of TV advertising has something in store for everyone! Diet Pepsi – Could I Borrow a Diet Pepsi? (1986) What would not a man do to please an attractive neighbour who comes to his apartment for a Diet Pepsi? The legendary escapade of Michael J. Fox, who was at the height of his fame in the 1980s not only thanks to his role as Marty McFly in Back to the Future, may be familiar to Czech viewers who have come to love the satirical TV show Česká soda. The punchline of the joke is the same in both cases. Fox, of course, has drunk all the Diet Pepsi, which he is certainly not about to admit. He is thus able to do practically anything to get the lady her coveted soft drink. Not a window ledge, rescue ladders, or the street during rush hour can stop him. When he triumphantly returns with a bottle of Diet Pepsi, he thinks he has scored. But it would not be a proper joke without a final twist. Presently, an equally attractive roommate of the first visitor who shares her fondness for Diet Pepsi comes to the apartment. For Michael J. Fox, this undoubtedly means another dangerous quest for the holy grail of soft drinks.

EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

30. 6. 2023 | 7 min read Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising?

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

29. 6. 2023 | 5 min read Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great.

HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

24. 6. 2023 | 3 min read Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found.

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

22. 6. 2023 | 9 min read Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level.

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 | 4 min read The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.

GREASE CELEBRATES FORTY-FIVE YEARS. HOW HAS THE ICONIC MUSICAL MADE ITS MARK IN THE HISTORY OF TV ADVERTISING AND WHAT DOES THE FUTURE HOLD?

16. 6. 2023 | 14 min read On 16 June, the american musical Grease will celebrate its 45th anniversary. Although it is a film that is the epitome of american pop culture of that time, after its release in cinemas, it won fans all over the world, including the Czech republic. And what is even more extraordinary - the strength of the fan base continues to grow today. So it is no wonder that when T-mobile decided to reminisce about this popular musical at this year’s Super Bowl, it received enthusiastic reactions and discussions about what is next for Grease. Can appropriately targeted marketing herald the revival of an unforgettable phenomenon in this situation? And what about the legacy of Grease in the marketing world - are companies trying to make the most of it?

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 | 8 min read Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign.

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

29. 5. 2023 | 2 min read Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency.

LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

15. 5. 2023 | 3 min read Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.