CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

1. 3. 2023 Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster. A powerful duo: creativity and relevance. Highly creative campaigns are significantly more effective than less creative campaigns. Not only do they improve attention and memorability, but they also increase positive… Continue reading CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

28. 10. 2022 This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study – a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the… Continue reading TV IS THE MOST MEMORABLE FORM OF ADVERTISING

ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

24. 9. 2022 New study examines how adland’s perceptions of media consumption have changed.  Adland still isn’t normal, but its understanding of the UK public’s media consumption has improved. Good understanding of the public’s broadcast TV consumption, however TikTok and SVOD massively over-estimated. It’s been a decade since Thinkbox’s first “Ad Nation”, a landmark study exploring the differences… Continue reading ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING

4. 5. 2022 After declining during the pandemic, willingness to pay extra for a socially responsible brand is on the rise again. For 44 % of Czechs, social responsibility is important when shopping. Up to 57 % are willing to pay extra for an environmentally friendly product or a product where a portion of sales goes to a… Continue reading WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 Consumers are increasingly demanding a sustainable dimension and clear values from brands. Despite the pandemic, the direction of consumer behaviour, attitudes and preferences has not changed much in recent years. Trends that were observed before the outbreak of the covid-19 pandemic are still broadly valid and growing. This is according to this year’s Global Trends… Continue reading CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

27. 10. 2021 Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this – how could they not? The challenge… Continue reading HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

TV VIEWING IN THE UK UNDERGOES PROFOUND CHANGE

24. 4. 2020 The British Government ordered the UK to go into lockdown on March 23 and, after a month of self-isolation at home, a new study has revealed dramatic changes to TV viewing habits. News consumption, for example, more than doubled (up by 124%) in the first three weeks of lockdown, while there is clear evidence of… Continue reading TV VIEWING IN THE UK UNDERGOES PROFOUND CHANGE

KEY MEDIA ALLIANCES CELEBRATE THE TRUSTWORTHINESS OF TV ON THE OCCASION OF WORLD TELEVISION DAY

27. 11. 2017 The European Broadcasting Union (EBU), the Association of Commercial Television in Europe (ACT) and egta, the association of television and radio sales houses are celebrating the trustworthiness of television on the occasion of World Television Day (21 November), as declared by the United Nations. This year again, the three organisations have produced a 30-second video clip emphasising the… Continue reading KEY MEDIA ALLIANCES CELEBRATE THE TRUSTWORTHINESS OF TV ON THE OCCASION OF WORLD TELEVISION DAY