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.

TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS

6. 1. 2022 | 3 min read TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data.

THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

8. 12. 2021 | 8 min read There’s a bit to cover in these insights we share – so grab the popcorn and settle in

TOMORROW’S TV, CREATED TODAY

18. 11. 2021 | 10 min read Introduction - TV industry leaders on how TV drives brands

ADVERTISING AT THE CROSSROADS – GAINING ATTENTION VS SELLING OUR SOUL

16. 11. 2021 | 7 min read At a crossroads on the value of ‘viewability’, advertising needs to embrace quality of attention as a true measure of potential audience and business impact. Dan Machen is Head Of Strategy at Lionize.

TV ADVERTISING CELEBRATES 80 YEARS THIS YEAR. THE FIRST AD APPEARED ON TV SCREENS IN 1941

10. 11. 2021 | 5 min read TV advertising has been with us for 80 years. Over that period, it has undergone a very turbulent development. The first attempts were more or less tentative and experimental as commercial messages were sort of sneaked into the scripts of tv announcers. The situation changed forever in 1941. Back then, the first ten commercial licences were issued and viewers could see the first authentic TVspot: a black-and-white map of the usa overlaid by a massive clock face. Can you guess the product to which the spot was intended to attract viewers’ interest?

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

3. 11. 2021 | 3 min read An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC's database of 1,169 case studies of successful advertising campaigns.

CTV IS THE NEW COOKIE

1. 11. 2021 | 4 min read Google’s decision to delay cookie deprecation until 2022 is intended, at least in part, to provide the industry with more time with which to develop alternatives. But that alternative is already here. It is CTV. CTV is the new cookie.

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

28. 10. 2021 | 6 min read The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD.

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

15. 10. 2021 | 7 min read Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen.

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

1. 10. 2021 | 2 min read The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI).

BRAND RESPONSE TV – MORE FOR LESS?

22. 9. 2021 | 5 min read It's easy to build a quarterly marketing plan that sticks too close to the status quo. However, great strategists know that a truly memorable marketing campaign involves innovation. Direct Response TV, or rather its hybrid Brand Response TV (Direct Response for Brands), continues to be part of that innovation; it can build companies into unicorns (private company valued at over $100 billion) – all thanks to high return-on-investment (ROI) memorably and measurably.

TV ADS INSPIRE INVESTMENT INTEREST

11. 8. 2021 | 3 min read Stock trading volumes in the United States have soared over the last year and much of it seems to be driven by retail investors. With thousands of stocks to choose from, what factors influence investors’ decisions?

NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021

26. 7. 2021 | 5 min read Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year.

OPINION: TV ADVERTISING HAS EVERYTHING IT NEEDS TO PERFORM

22. 7. 2021 | 4 min read Marketers shouldn’t lose sight of the fact that they are living in a period of data abundance

MEDIA SPEND RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

19. 7. 2021 | 5 min read Latest Payback study examines channels with scale, less risk, plus short & long term impact