MIDDLE EAST CONFLICT CASTS SHADOW OF GLOBAL AD OUTLOOK

20. 3. 2026 The ad spending numbers for 2026 looked good until the war in the Middle East made them provisional.

WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT

23. 2. 2026 Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where couples compete to renovate run-down properties, with the winning couple keeping their fully transformed home.

STUDY UK: BRAND-BUILDING WINS OVER PERFORMANCE FOR UK MARKETERS

19. 11. 2025 Marketers in the UK are shifting away from spending on performance-building activities and leaning more towards brand-building in 2026, according to a new study about media budgets.

WHY PAY ATTENTION TO ANOTHER ATTENTION STUDY?

10. 10. 2025 Because this study proves the link between high attention media and advertising effectiveness, writes Newsworks’ Heather Dansie.

WHAT’S DRIVING BACK-TO-SCHOOL SALES: EARLY DEALS, AI TOOLS, AND HYBRID SHOPPING

15. 8. 2025 Back-to-school spending is steady in 2025, but shopper behavior is split. Parents are prioritizing tech and clothing—yet these are also the first to be cut when budgets tighten. Consumers are shopping earlier, seeking deals, and using AI to keep costs down.

STUDY USA: MARKETERS ARE TERRIBLE AT JUDGING THE FAME AND UNIQUENESS OF THEIR BRAND ASSETS SAYS EBI RESEARCH

22. 7. 2025 Marketers risk significant blind spots if they use their intuition to judge their branding, but working as a group and deploying consumer research offers a way forward, according to new research from the Ehrenberg-Bass Institute.

NIELSEN: MEDIA MIX’S DIGITAL VS. TRADITIONAL ALLOCATION A MATTER OF BUDGET SIZE.

31. 3. 2025 Nielsen Insights says that while there’s general agreement that the right media mix ultimately embraces solutions from the worlds of both digital and traditional media, the question remains one of balance.

STUDY UK: TV ADVERTISING BOOSTS PERFORMANCE MEDIA OUTCOMES

20. 3. 2025 Investment in TV advertising makes performance media spend go further, according to a new study by GroupM.

JAN ČADEK: THE REVOLUTION IN THE PRIMA GROUP BUSINESS WILL HAPPEN. I’M A FAST-PACED PERSON, I DON’T LIKE TO STAND STILL

3. 3. 2025 In a closely monitored tender that took place last autumn, Jan Čadek, an experienced media manager who has been the head of the radio (since 2018) and online (since 2023) divisions at Prima's Media Club, became the new commercial director of Prima Group. He took up his new post after Vladimír Pořízek on 1 January 2025, and gave his first interview for the business podcast První liga.

U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

20. 2. 2025 Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use mobile devices or laptops while watching, so ads on linear TV can inspire consumers to take immediate action.

STUDY UK: WHY BRANDS ARE FALLING SHORT WITH THEIR MEDIA STRATEGIES

15. 1. 2025 Leading brands are using an ineffective combination of media channels for their campaigns, a major new study has found, with many optimizing for reach instead of for brand metrics that will yield more impact.

CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT

9. 12. 2024 In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste.

FASHION BRAND VUCH ROLLS IT OUT FOR THE FIRST TIME IN A TV SPOT

2. 12. 2024 With the message that Vuch handbags are not just an accessory, but also a way to show confidence and joy - no matter where their owner goes - the first TV campaign of the young brand from Chrudim was created in collaboration with the creative trio Jinej gang.

WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every media channel has a different level of variation around its average ROI, which will depend on factors such as the range of formats available and the ability to get creative right. Channels like Linear TV and Print, for example, have low variation and so represent a lower risk investment. Channels such as Paid Social and Cinema, on the other hand, have higher variation and can therefore be regarded as a higher risk investment. While less predictable channels can yield a higher ROI than more predictable ones when they work well, they can also deliver a well-below-average return if they don’t. What it means Advertisers facing these trade-offs can run multiple optimal media mix scenarios, the report suggests: Thinkbox’s own Media Mix Navigator allows the choice of different levels of risk when assessing potential ROI.

TV VIEWING AND ITS ROLE COMPARED TO OTHER TOUCHPOINTS

17. 10. 2024 Gigabytes of articles have already been written about the current viewership of classic television. But it doesn’t hurt to look at what is behind the claims of people who indicate in surveys that they watch TV. In a previous article, we examined what “watching TV” means. Only with a clear definition of “watching TV” can we assess the role of classic TV as a touchpoint. TV viewing surveys The question of how often people watch television has been the subject of dozens of studies. The results of these studies are used, among other things, for media planning. Although everyone might seem to know what watching TV means, clarifying the concept and asking viewers about their understanding appears to be a good idea. This is what the GroupM project Media Bubbles is doing. It examines the differences in media habits between the general Czech online population (which includes about 92% of the total population) and people from media and advertising agencies. In addition, the latest survey took a closer look at young consumers under 25. What does it mean to watch TV? Let’s briefly summarise what people mean when they say they watch TV. For 80% of the Czech online population, watching TV is equivalent to watching a live broadcast in real time. Among young people under 25, 72% have the same understanding. However, watching TV includes watching pay VOD services for almost half of the population. A quarter of the population (and 31% of the young under 25) even include YouTube in watching TV. Watching TV – what does that mean?

RITSON’S 10-STEP GUIDE TO ‘STAND ON THE SHOULDERS’ OF ADVERTISING EFFECTIVENESS GIANTS

3. 10. 2024 We’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing.

TIPS FOR SMALL ADVERTISERS FOR AN EFFECTIVE TV CAMPAIGN

29. 8. 2024 The answer to how small advertisers can run an effective TV campaign lies in data-driven customer targeting, such as the Audience-Based TV Buying strategy.

KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?

29. 7. 2024 Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV.