CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

8. 12. 2023 | 14 min read Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.

IMS’S UNILEVER CAMPAIGN BRINGS TV AND RADIO TOGETHER

26. 10. 2023 Background information In this business case study, we discuss IMS’s TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.

INTENSIVE USERS OF SOCIAL NETWORKS ARE MUCH LESS BOTHERED BY ADVERTISING, THEY EVEN FIND IT ENTERTAINING

23. 10. 2023 | 1 min read Kantar has found that frequent social media users are much more positive about online advertising than the general population.

STARTING TO LAUGH AGAIN. THE SLOW RETURN OF HUMOUR IN ADVERTISING

26. 9. 2023 | 6 min read New Kantar LINK+ data shows the power of humour in advertising across media channels for brands and highlights the importance of making consumers laugh out loud.

TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS

22. 9. 2023 | 5 min read TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023.

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.

LGBTQ+ REPRESENTATION IN ADS IS SEVERELY LACKING, GLAAD AND KANTAR REPORT FINDS

26. 6. 2023 | 3 min read Just 3% of more than 400 ads from 2022 had LGBTQ+ representation.

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.

BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

14. 6. 2023 | 1 min read Apple is the world's most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar.

NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT

14. 4. 2023 | 5 min read Television is great on its own, but even more valuable in the mix making other mediums more effective’

KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

14. 9. 2022 | 2 min read Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

TRENDS: LINEAR TV WILL DECLINE, VIDEO ON DEMAND WILL GROW

13. 4. 2022 | 2 min read Although linear TV has still been a powerful source of video content viewing, online video on demand viewing is expected to grow further in the coming years.

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

15. 3. 2022 | 2 min read One-third of ads use some form of humour and those that do are more effective.

DELAYED TV VIEWING INCREASED BY A THIRD IN A YEAR

9. 2. 2022 | 2 min read The dominant source of TV viewing continues to be so-called live viewing, accounting for 84 % of total TV viewing. However, the share of delayed viewing is increasing.

BIDS TO ATO’S TENDER SENT BY NIELSEN ADMOSPHERE AND KANTAR

9. 8. 2021 | 3 min read The Association of Television Organisations (ATO) is planning to move TV and video viewing measurement to a higher level. New developments in 2023-2027 should include cross-media measurement. Two research agencies sent their bids to the tender.