DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

28. 10. 2023 | 4 min read The latest EMEA Spotlight, 'Drivers of brand growth', celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen?

HOW TO IMPROVE ADVERTISING PAYBACK

21. 9. 2023 | 2 min read 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.

THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

8. 9. 2023 | 2 min read What drives advertising profitability?

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

21. 6. 2023 | 3 min read 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 marketing body for commercial TV in the UK.

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.

MARKETERS NEED TO GET BETTER AT LINKING CREATIVITY TO BUSINESS METRICS

19. 6. 2023 | 2 min read Ninety-two percent of marketers can find it difficult to tie creativity to commercial return – a shocking statistic which puts the industry at a major disadvantage when it comes to making the case to the board for continued investment in difficult economic times.

TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

13. 6. 2023 | 5 min read Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform.

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.

THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

11. 5. 2023 | 6 min read Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products.

ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY

2. 2. 2023 | 2 min read The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment.

WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING

27. 1. 2023 | 7 min read Channel 4's Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is, I don't know which half. John Wanamaker

TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS

2. 1. 2023 | 6 min read New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.

WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

21. 11. 2022 | 6 min read Television has always been the most important and powerful screen in the American home. And even with the continued trend of cord-cutting, we know consumers are still tuned in—now, on connected television (CTV).

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022 | 4 min read 4 strategies that can improve brand relationships and increase ROI

EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

8. 9. 2022 | 8 min read Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 | 8 min read Loren Cook and Bronwyn Sweeney are Creative Directors at MullenLowe and certified funny people (according to them). They share their thoughts on why, in the darkest of times, brands should keep looking on the bright side of life.

TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

16. 6. 2022 | 5 min read The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 | 6 min read It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.