HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES
2. 2. 2024 EssenceMediacom’s strategy chief reveals new research into media channel signalling strength. In biblical times, if God wanted action, He didn’t muck about. Take the season we’re in now: Epiphany. I’m pretty sure God thinks of these things like a marketer, so He probably wrote a brief to his agency (I’m guessing it wasn’t Adam &… Continue reading HOW TO MAP MEDIA QUALITY FOR PHYSICAL AND MENTAL MEASURES Více informací
OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL
20. 12. 2023 System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62%… Continue reading OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL Více informací
BVOD SHOULD BE FIRST ON THE PLAN
3. 12. 2023 Thinkbox’s Matt Hill questions ViewersLogic’s interpretation of BVOD’s impact – pointing out that basing planning decisions on viewing time alone is a flawed approach. Quality is crucial. ViewersLogic claims that broadcaster video-on-demand (BVOD) does not add “material viewing time” to campaigns that already have linear and YouTube on the plan. They’ve done this using numbers… Continue reading BVOD SHOULD BE FIRST ON THE PLAN Více informací
MARKETERS FEEL CONFIDENT ON AI
10. 10. 2023 Three-quarters (73%) of marketers globally feel confident about using AI tools, according to new research* from LinkedIn, and a similar proportion (74%) anticipate that the tech will significantly change the way they work in the next year. Key findings Globally, six in ten marketers are using the technology today, with around half (49%) experimenting with… Continue reading MARKETERS FEEL CONFIDENT ON AI Více informací
TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS
22. 9. 2023 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. That is according to Kantar’s fourth annual global Media Reactions report, which also found preference for TV sponsorship fell from 12th place to 20th among marketers, and… Continue reading TV SLIPS OUT OF MARKETERS’ TOP-RANKED MEDIA CHANNELS Více informací
HOW TO IMPROVE ADVERTISING PAYBACK
21. 9. 2023 Advertisers need to understand the different levers they can pull to improve ROI and to identify where resources should be put to maximise returns, reveals new research on the drivers of advertising profitability. In a WARC Spotlight on Drivers of Brand Growth, Paul Dyson, co-founder of Accelero, updates his previous study from 2014 to include… Continue reading HOW TO IMPROVE ADVERTISING PAYBACK Více informací
MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON
14. 9. 2023 Ad spend may be heading back to the mid-single digit levels seen in the 2010s, but that hasn’t stopped clients from approaching Q4 ad spend with a general sense of uncertainty, agency executives say. Multiple, compounding issues are causing continued uncertainty. Lingering Covid outbreaks, labor issues, the writer’s and actor’s strikes and inflation have caused… Continue reading MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON Více informací
CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR
21. 6. 2023 Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still “by some way” the main lever at a marketers’ disposal, during a recent talk at Thinkbox, the… Continue reading CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR Více informací
MARKETERS EMBRACE STREAMING BUT STRUGGLE WITH CROSS-MEDIA MEASUREMENT
27. 4. 2023 The great majority of marketers around the world are now including streaming platforms in their media planning, but far fewer view these as effective advertising channels. That’s according to the 2023 Annual Marketing Report from measurement company Nielsen. It found that while 84% of nearly 2,000 global marketers surveyed have embraced the use of OTT… Continue reading MARKETERS EMBRACE STREAMING BUT STRUGGLE WITH CROSS-MEDIA MEASUREMENT Více informací
HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS
18. 4. 2023 Today’s marketers are evolving their media plans to keep pace with major changes in consumer video viewing habits. But planning their video investments can be especially confusing, with negative and misleading newsfeed headlines of dwindling TV audiences and the sentiment that streaming is the only way to reach young audience segments. Unfortunately, this narrative skates… Continue reading HOW ADVERTISERS CAN EFFECTIVELY COMBINE LINEAR AND STREAMING TV CAMPAIGNS Více informací
NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT
14. 4. 2023 Television is great on its own, but even more valuable in the mix making other mediums more effective’ Television industry marketing body ThinkTV has commissioned research from Kantar to help explain the options open to marketers if they need to trim budgets during 2023. “If consumer spending contracts and inflation increases then marketers budgets can… Continue reading NEED TO TRIM AD SPEND? KANTAR RESEARCH SUGGESTS WHAT YOU CAN’T AFFORD TO CUT Více informací
REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES
23. 3. 2023 According to AKA research, reduced communication budgets lead to a long-term decline in sales. Reduced marketing budgets during the crisis have a negative impact on sales in subsequent years. A survey by Behavio Research for the Association of Communication Agencies (AKA) shows that 4 out of 5 brands that have cut marketing budgets in the… Continue reading REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES Více informací
WHY MARKETERS NEED TO OPTIMISE MEDIA INVESTMENT IN THE COST-OF-LIVING CRISIS
26. 11. 2022 The cost-of-living crisis presents marketers with perhaps an even bigger challenge than the pandemic. They will need to optimise media investment, writes Azerion’s Paul Lowrey. Marketers have certainly had their work cut out negotiating the ups and downs of the past two years, but arguably we’re now entering the biggest challenge the industry has faced.… Continue reading WHY MARKETERS NEED TO OPTIMISE MEDIA INVESTMENT IN THE COST-OF-LIVING CRISIS Více informací
MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’
21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard. Katy Harkness, MediaCom’s UK strategy director (pictured, main image), argued attention had become “this decade’s hot new topic” and outlined how and why agencies should have a balanced approach when… Continue reading MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’ Více informací
STUDY EU: CTV VIEWERS EMBRACE AD-SUPPORTED PLATFORMS
3. 6. 2022 Connected television (CTV) viewers in six European countries – including France, Germany and the UK – use an average of 3.5 streaming platforms, with over a third utilizing ad-supported services. These findings came from a survey by FreeWheel, an ad-focused unit of media giant Comcast, and Happydemics, the research firm, of connected TV audiences in France, Germany,… Continue reading STUDY EU: CTV VIEWERS EMBRACE AD-SUPPORTED PLATFORMS Více informací
WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING
29. 4. 2022 Traditional advertising is alive, heading for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter. Více informací
VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK
27. 1. 2022 An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention. Více informací
THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021
8. 12. 2021 There’s a bit to cover in these insights we share – so grab the popcorn and settle in The past year served up more learnings about video advertising than there were meltdowns on Married at First Sight. And if the relentless Blursdays of 2021 messed up your memory banks, we’ve got you covered. ThinkTV has taken… Continue reading THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021 Více informací