THEME OF THE MONTH: ATTENTION

In November, we celebrate World Television Day. This year is dedicated to the power of ATTENTION and highlights the growing importance of attention as a benchmark for advertisers. The idea is encapsulated in the new TV spot that accompanies World Television Day each year.

According to research by Group M, 66% of respondents said they are seeing significantly more advertising these days. A full 53% of respondents feel that ads are repeated too often and 35% of respondents often see ads that are completely irrelevant to them. Research also shows that the attention paid to advertising on social media and the attention paid to advertising on TV is not the same.

The Track the Success study and Karen Nelson-Field’s research reveal that television is the leading medium in terms of audience retention. Attention is therefore a topic that advertisers should pay close attention to if they want their brand to achieve its goals. Inspiration on how to achieve success and what to focus on in advertising from an attention perspective can also be found in the selection below.

We’ve also prepared the latest article in ScreenVoice magazine on the topic of attention. It features a selection of ads that have performed excellently in terms of capturing the attention of the audience.

MORE ARTICLES ABOUT THIS TOPIC

CANNES BRONZE GOES TO ČAP, MCCANN AND HERO & OUTLAW

21. 6. 2024

The Czech campaign “National Day without Haste”, prepared for the Czech Association of Insurance Companies by McCann and Hero & Outlaw, was the top winner at Cannes Lions. For the third time in a row, the campaigns of the Czech Association of Insurance Companies (ČAP), under which the agencies McCann Prague and Hero & Outlaw… Continue reading THEME OF THE MONTH: ATTENTION

STUDY UK: TRUST IN ADVERTISING IS ON THE RISE

19. 6. 2024

For the first time in a decade, advertising is no longer the UK’s least trusted industry, as new research* from advertising industry think tank Credos shows it overtaking government and media. Dan Wilks, Director of Credos, outlines three reasons why trust is so important: “Firstly, when it comes to results, trust in brands and trust… Continue reading THEME OF THE MONTH: ATTENTION

MULTIPLATFORM TV & AUDIO COMPANIES UNITE AROUND FIVE PRIORITIES AS KEYS TO SUCCESS IN TOMORROW’S MEDIA LANDSCAPE

17. 6. 2024

New Industry Charter outlines the collective ambition and joint commitments of multiplatform TV & audio businesses worldwide. egta, the international trade body for multiplatform TV and audio businesses, proudly announces the launch of its Industry Charter, marking a significant milestone in its 50-year history. Unanimously adopted by over 180 companies across more than 40 markets,… Continue reading THEME OF THE MONTH: ATTENTION

FOOTBALL EURO BEGINS, A FEAST OF FOOTBALL AND PARTNERSHIP ACTIVATIONS

14. 6. 2024

All month long, the media space will now belong to football. The partners of the championship or the national team want to take advantage of the attention that the individual matches will gain. The European Football Championship starts on Friday 14 June. The whole month will be dedicated to football, footballers and their fans. And,… Continue reading THEME OF THE MONTH: ATTENTION

ADVERTISING PRESSURE ON TV NOVA CONTINUES, MORE PRICE HIKES TO COME

11. 6. 2024

The most profitable player in the commercial TV market is seeing unabating pressure on its advertising space. As a result, some clients are already negotiating bookings for their additional investments. It is already certain that the price of TV advertising will increase again. Also in play is a change in the target group for 2025.… Continue reading THEME OF THE MONTH: ATTENTION

COMMUNICATION SUMMIT: WHY IS POSITIVE COMMUNICATION GOOD?

11. 6. 2024

How to engage consumers with advertising messages or TV viewers with science news? That’s what this year’s Communication Summit conference answered. Communicate positively, simply, without greenwashing and smartly with AI. That’s how the 7th annual Communication Summit conference produced by Blue Events, which took place last week at the O2 universum, could be summed up.… Continue reading THEME OF THE MONTH: ATTENTION

LINEAR TV DRIVES HIGHER ENGAGEMENT FOR QSRS THAN STREAMING, STUDY FINDS

9. 6. 2024

Among quick-serve restaurant brands, consumer search engagement as a response to TV advertising is still higher when the ad runs on linear TV rather than on a streaming platform. Consumers were 5% more likely to engage with quick-serve restaurants’ (QSR) or fast-food advertising on linear TV than on streaming platforms, according to EDO Ad EnGage.… Continue reading THEME OF THE MONTH: ATTENTION

STUDY USA: MORE THAN HALF OF VIEWERS FRUSTRATED ABOUT FINDING CONTENT

7. 6. 2024

Survey of U.S., European viewers indicates only a quarter of respondents can access all of their content in one place. Just over half of U.S. viewers are frustrated over their ability to be able to find content to watch on TV according to Comcast. In its report titled, “Content Discovery in a Multiscreen TV World:… Continue reading THEME OF THE MONTH: ATTENTION

FORUM MEDIA 2024: INTRODUCING THE FIRST ELEVEN INTERNATIONAL SPEAKERS

6. 6. 2024

Artificial intelligence as an aid to communication, research and the fight against disinformation – these are the main topics of this year’s annual MAM conference. The deadline for the largest domestic industry conference for marketing, communications and media professionals is still five months away, but we can already look forward to great presentations by the… Continue reading THEME OF THE MONTH: ATTENTION

STUDY USA: FAST CHANNEL GROWTH ACCELERATES

6. 6. 2024

Fast channels continue to grow in numbers, viewing time and ad impressions YoY according to Amagi.  A new report on free, ad-supported streaming channels indicates that their growth continues to accelerate, with the number of channels hours views and ad impressions all growing faster in Q1 2024 than they did in Q1 2023 a year… Continue reading THEME OF THE MONTH: ATTENTION

TARGETED ADVERTISING IS NOT YET VERY ATTRACTIVE TO THE MAJORITY

5. 6. 2024

The negative attitude of Czech society towards advertising is also reflected in targeted advertising. More than a third even mind it, according to research by Nielsen and ResSolution Group. In the Czech population in general, a negative attitude towards advertising prevails. Up to 83% of the Czech online population finds the amount of advertising in… Continue reading THEME OF THE MONTH: ATTENTION

GENERATION Z AND CLASSICAL MEDIA? BETTER THAN IT LOOKS

3. 6. 2024

This year’s Innovation Lab focused on ways to most effectively reach Gen Z customers. Surprisingly, traditional media did not fare badly. Generation Z, people born between 1995 and 2009, is gradually getting older. Its descendants can easily attend high school today and make up the emerging Alpha generation (born since 2010). Among the Czech population… Continue reading THEME OF THE MONTH: ATTENTION

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