THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

31. 7. 2024 | 5 min read Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced.

HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS

29. 7. 2024 | 5 min read As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market.

AI MAKES INDIVIDUALS MORE CREATIVE BUT DIMINISHES CREATIVITY OF GROUP, STUDY FINDS

16. 7. 2024 | 3 min read Simultaneously offering great potential alongside a grave threat to creative work, AI is touted to change the creative industries profoundly – a new study from researchers at University College London and the University of Exeter based on LLMs to help short story writers finds that less naturally creative people within the group studied were able to write more original stories but, across the overall group, the output was less original. Why AI and creativity matters Creative work and the creative industries stand in the immediate firing line of generative AI’s text and image creation. Many creative workers, therefore, see their professions likely to be eroded in the name of savings. This new study, which suggests that collective originality is diminished by the use of generative AI, foreshadows a world of samey creative in the name of savings.

2024 OLYMPICS COME ALIVE WITH MEDIA AI

9. 7. 2024 | 7 min read AI can’t compete, but, it can enhance and verify storytelling.

DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS

20. 6. 2024 Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including two golden Native Advertising Awards for Best Integrated Program and Best Use of AFP Broadcast, the Grand Prix Content Marketing Award for Best Content Strategy (Distribution) and the BOCA Award for Best Content Strategy (non-profit).

HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

7. 5. 2024 | 11 min read Good marketing is all about the consumer. If it isn't geared toward real people, then, honestly, who is it for? Of course, while being consumer-obsessed may seem like common sense, truly understanding your consumer base — and how this audience(s) will change and evolve, is no easy feat. It requires dedication, constant research, and social listening, as well as an openness to learning about different demographics. It isn't a "one and done" approach.

THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

26. 3. 2024 | 9 min read TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of the TV ads that have captured the hearts of consumers with compelling creative, providing brands with wider awareness and higher sales. THE STATISTICS ARE CLEAR Research shows that the influence of social networks is overestimated, and we need to stick to the figures. Statistics show that television has a totally unrivalled reach. According to a measurement carried out in Canada between May and September 2023, television reached 83% of adults, 72% of teens, and 68% of kids.

HOW TO MAKE EFFECTIVE TRAVEL ADS?

12. 3. 2024 | 8 min read Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Features of Engaging Travel Ads Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

SUPER BOWL ADS SHOW STORYTELLING DECLINE

7. 2. 2024 | 1 min read Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot.

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

14. 9. 2023 | 8 min read Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a look into space. THE FIRST TV AD IN THE WORLD WITH A CZECH FOOTPRINT We have already written about the world’s first television advertisement for Bulova watches, which aired on 1 July 1941 on WBNT, in an article about TV advertising in the USA. However, you may not know that Czechia, or rather a Czech native, has a share in this first spot. In 1875, during the golden era of industrial development in America, a Czech immigrant Josef Bulova (born in Louny) opened a jewellery shop in the centre of New York. Soon after, he began to produce his own watches with his name on the dial. And it was at that moment that the history of a global brand started. Bulova’s watches not only made it to the moon but were also the first product ever to be featured in a television ad.

TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS

6. 9. 2023 | 8 min read The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different - still living - languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the colourful realm of television advertising in the Philippines. A BIT OF HISTORY Television was introduced in the Philippines by Judge Antonio Quirino, younger brother of former President Elpidio Quirino, on 23 October 1953. Imported television advertisements were used until 1960. The first local television advert aired in 1960 was for Tide washing powder. In 1966, when Philippine television switched from black-and-white to colour, the first colour television ad also appeared, with the first advertiser being Colgate-Palmolive.

STREAMING WITH INTENTION – CONNECTING WITH THE NEXT GENERATION OF VIEWERS

25. 8. 2023 | 5 min read Leaders from Braze, Roku, and McCann Worldgroup dissect the updated media landscape and how it’s consistently evolving.

TELEVISION ADVERTISING IN MALAYSIA: A SIMPLE PRESENTATION BUT A POWERFUL, EMOTIONAL STORY

15. 8. 2023 | 11 min read Malaysia, with its multicultural environment and ethnic diversity, is a uniquely cosmopolitan country that manages to bring together diverse communities through shared forms of art and culture. All Malaysians place great emphasis on the values associated with the Malaysian lifestyle and therefore celebrate all festivals exuberantly. For example, the Hari Raya holiday could easily be compared with the American Super Bowl in terms of television advertising. Those who do not advertise during Hari Raya seem to be invisible. History of television broadcasting in Malaysia The television industry is a multi-billion-dollar business in Malaysia. Television has long been one of the most important media there. Malaysian television broadcasting was first launched on 28 December 1963. It was a single, black-and-white network known as Rangkaian Pertama (Channel One in English). Six years later, at the end of 1969, Rangkaian Dua (Channel Two in English) was launched, providing information, entertainment, and education.

VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

1. 8. 2023 | 9 min read ARE YOU WONDERING HOW YOU CAN USE TV TO BUILD OR STRENGTHEN YOUR BRAND, INCREASE WEBSITE TRAFFIC, LAUNCH NEW PRODUCTS SUCCESSFULLY OR INCREASE YOUR SHARE OF MARKET? JASON WIESE, SVP, DIRECTOR OF STRATEGIC INSIGHTS AT VIDEO ADVERTISING BUREAU (VAB), AND AMIT SHARAN, SVP OF MARKETING AT TATARI, SHARE THEIR ANALYSES AND CASE STUDIES FOCUSING ON “HOW TV ADVERTISING GROWS BRANDS”.

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

9. 7. 2023 | 6 min read Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the hearts of its audience.

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

24. 3. 2023 | 18 min read We live in world where we are constantly under attack by advertising from all directions. It is multiplicity that is the source of criticism from many pessimists who believe that marketing has got off the hook and appropriate to dismiss them entirely. The logical consequence of this is a loss of trust in various forms of marketing, mainly in online and social media marketing. By contrast, traditional media - and among them, primarily television - consistently enjoy a high level of user and consumer trust. Trust is still a highly sought-after commodity, but one that is paradoxically more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it. SOCIAL MEDIA ARE NO MATCH FOR TRUST IN TRADITIONAL MEDIA Television emerges from opinion polls as one of the most trusted. Despite the ubiquitous realities of life in the digital age - or, conversely, it's just a symbol that the digital age has been overcome and we are slowly moving into a post-digital era that is far more critical than enthusiastic about cutting-edge technology. For example, a survey by analysts at mntn research offers concrete figures, revealing that TV and print advertising share first place in trust between adult respondents (nearly 50%). Pop-up ads, which are most commonly encountered on social media, came second in the ranking with just 19%.

CHANGING CHANNELS ON TV ADVERTISING

26. 2. 2023 | 5 min read Storytelling on television has been a key aspect of entertaining and engaging audiences for decades.

BABY JESUS OR SANTA CLAUS? HOW CZECH CHRISTMAS ADS DIFFER FROM FOREIGN ADVERTISING

23. 12. 2022 | 7 min read Advent marks the beginning of a period when advertisers’ budgets are releasing larger sums of money into TV marketing. This is driven not only by the desire to thank their customers and wish them a prosperous new year, but also by the motivation to catch up with sales targets in the fourth quarter. According to statistics, investment in Christmas advertising rose by a billion in 2021 compared to the previous year. In recent years, many online retailers have joined traditional brand advertisers. TV advertising is valued by consumers as a great source of inspiration for Christmas shopping and also tops the charts in terms of relevance of recommendations and trust in the quality and value of products. In recent years, Christmas campaigns have also often been an unofficial competition to see who can film the spot that captures the audience’s heart, sticks best in their mind or (even) goes viral. TV ADVERTISING IS THE MOST CRUCIAL IN INFLUENCING CHRISTMAS SHOPPING BEHAVIOUR According to RTU, Christmas advertising has a big influence on what gifts people buy for their loved ones. According to research by Nielsen Admosphere, almost two-thirds of Czechs are influenced by Christmas advertising and the percentage of women is higher than men. Of course, with the popularity of social networks, customers are also inspired by other platforms, but they are only third on the scale. In the second place there’s the good old fashioned 'word of mouth', i.e. a recommendation from someone we know. But TV spots are still the best advisor when deciding on a gift for our loved ones. CZECH CHRISTMAS ADVERTISING HAS ITS SPECIFICS Most of the Czech commercials have one factor in common - fun. In the past, brands were often afraid to go down this route, but this tendency has been visibly modified in the Czech environment in recent years, and the domestic scene is gravitating towards funny ads. Czech creatives are not too keen on theatrical film environments and deeply moving advertising. Maybe it is due to a different culture or a limited budget, but as the creators of the 2006 spot for Vodafone with Petr Čtvrtníček proved, even with a small budget, Czechs can make funny and functional advertising that then goes viral on the Internet. NARRATIVE COMMERCIALS LIKE THE BRITISH ARE RARELY SEEN IN THE CZECH REPUBLIC Although Czech advertising (not only Christmas advertising) is to some extent influenced by foreign countries, it still keeps the Czech distinctive mentality at the forefront. Unlike the Czechs, British marketers try to create mostly touching and emotional content for Christmas. The preparation, execution and processing of advertising, which relies primarily on the story and the overall atmosphere, requires precise execution as well as a high budget. To make commercials such as those created by John Lewis, a legend of Christmas advertising, is a very high standard in terms of Czech budgets. Although it is not impossible, domestic filmmakers more often bet on easier (cheaper) forms of the concept.