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.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
ADC AWARDS: AGENCY OF THE EVENING IS DDB, GRAND PRIX FOR FOFRTASKA
16. 5. 2024The title of Agency of the Evening at the ADC Czech Creative Awards went to DDB. The client of the year was Všeobecná zdravotní pojišťovna. The winner of this year’s ADC Czech Creative Awards is the general manager of the DDB. From a total of 274 entries, 120 works made it to the shortlist and… Continue reading THEME OF THE MONTH: ATTENTION
COMMERCIAL TV STATIONS PROPOSE MORE RESTRICTIONS ON SPONSORSHIP AND ADVERTISING ON READING
13. 5. 2024Sponsorship of only longer programmes, a limited number and length of sponsorship messages, restrictions on product placement, as well as advertising on ČT sport and zero advertising on line are some of the ideas of commercial broadcasters about changes in the placement of commercial messages on Czech Television. A member of the board of directors… Continue reading THEME OF THE MONTH: ATTENTION
HOW GEN AI IS USING EMOTIONS TO DRAMATICALLY CHANGE CTV AD EFFECTIVENESS
9. 5. 2024Like consumers across the board, viewers of connected TV (CTV) increasingly expect deeper personalization in the ads they see. In fact, recent studies have found that audiences pay nearly four times more attention to CTV ads that are relevant to the content they’re watching. One way brands and publishers can achieve the customization viewers are… Continue reading THEME OF THE MONTH: ATTENTION
PPL JOIN THE “HOCKEY FEVER” WITH TV CAMPAIGN
8. 5. 2024PPL is deploying its first TV campaign for the upcoming World Cup. For the first time in its history, PPL is taking its campaign to television. During the hockey championship, its advertising spot will appear on Czech TV and also online, including social media. PPL’s campaign highlights the core pillar of its philosophy – “reliability… Continue reading THEME OF THE MONTH: ATTENTION
HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS
7. 5. 2024Good 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… Continue reading THEME OF THE MONTH: ATTENTION
AKA: NET INVESTMENT IN ADVERTISING TO GROW BY 8% THIS YEAR, UP FROM 12% LAST YEAR
6. 5. 2024The Association of Communication Agencies (AKA) and the Association of Media Agencies (ASMEA), in cooperation with ResSolution Group, publish an estimate of the development of net marketing investments on the Czech market. The marketing communications market grew by 12% in 2023, and is expected to grow by 8.4% in 2024, bringing the total net investment… Continue reading THEME OF THE MONTH: ATTENTION
YES, TV IS STILL THE PLACE TO BE FOR TODAY’S ADVERTISERS
6. 5. 2024Here’s how to navigate the brave new world of streaming Linear television is still a dominant force in today’s media mix, however, audiences continue to flock to streaming for a seemingly endless amount of on-demand content. Although CTV is now taking home the largest slice of total TV usage, it doesn’t always provide advertisers with… Continue reading THEME OF THE MONTH: ATTENTION
36% OF US SUBSCRIBERS UPGRADE TO DODGE THE ADS
5. 5. 2024New research from the United States suggests the launch of new tiers that are partially funded by ads has led to a third of subscribers to upgrade their services. Bango’s Subscription Wars 2024 report incorporates research from 5,000 US subscribers on their habits, behaviors and attitudes towards subscription. 36% have chosen to change to premium… Continue reading THEME OF THE MONTH: ATTENTION
THE FAST PHENOMENON ALSO HAS A CHANCE IN THE CZECH REPUBLIC, SAYS EXPERTTHE FAST PHENOMENON ALSO HAS A CHANCE IN THE CZECH REPUBLIC, SAYS EXPERT
30. 4. 2024Gavin Bridge expects that even smaller markets may be interesting for the expansion of free “streaming TV”. After America, it is also gaining ground in the world. In addition to paid streaming SVOD services such as Netflix, another trend in video viewing is gaining ground abroad. FAST (free ad-supported streaming television) is completely free for… Continue reading THEME OF THE MONTH: ATTENTION
ADVERTISERS INCREASED ADVERTISING INVESTMENTS, MARKET GREW IN THE FIRST QUARTER
29. 4. 2024Advertising investment in media increased in the first quarter of this year compared to the same period last year, according to Nielsen monitoring data. The largest domestic advertisers increased their investment in buying ad space in media in the first quarter of 2024. This is according to data from Nielsen, which monitors the level of… Continue reading THEME OF THE MONTH: ATTENTION
CZECHS DO NOT TRUST ADVERTISEMENTS FOR DIETARY SUPPLEMENTS, ESPECIALLY ON NETWORKS
27. 4. 2024Czechs do not consider advertisements for dietary supplements to be trustworthy, they buy them mainly on the basis of previous experience. Two out of three online Czechs buy dietary supplements. While half of them have a clear idea in advance which brand they will choose, the other half do not know. For the respondents, previous… Continue reading THEME OF THE MONTH: ATTENTION
OMNICONNECT: ATTENTION IS THE NEW CURRENCY OF COMMUNICATION
26. 4. 2024In marketing, advertising and PR, attention has become the new currency. How to get attention, keep it and how to work with it was the subject of the OmniConnect 2024 conference. The metrics of technical ad impressions or ad view time may not be enough for effective communication. What becomes more important is the actual… Continue reading THEME OF THE MONTH: ATTENTION
