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

ADVERTISING MARKET TO GROW BY A TENTH GLOBALLY THIS YEAR

10. 7. 2024

Magna’s updated report on the development of advertising investments brings more optimistic news for the media, writes Pavel Koreň. During the first half of the year, Magna updated its outlook for the ad market with the Ad Forecast Report. It tracked the net revenues of media owners combined with data from organisations trading with them… Continue reading THEME OF THE MONTH: ATTENTION

STUDY USA: IT’S NOT THE ADS, IT’S HOW THEY’RE DELIVERED, NEW FREEWHEEL STUDY FINDS

6. 7. 2024

A new study from FreeWheel, Comcast’s ad-tech unit, found that it’s not commercials that viewers dislike. Rather, it’s the way ads are handled that hurts their experience. Latency, unnatural ad breaks and the appearance of ad slates tend to turn viewers off, the study found. Those problems tend to crop up on connected TV platforms when… Continue reading THEME OF THE MONTH: ATTENTION

RPR: PEOPLE COMPLAINED ABOUT FOODORA, PINK ELEPHANT AND STREAM.CZ

5. 7. 2024

The Advertising Council has received ten complaints so far this year. One of the ads has been deemed objectionable. In the first six months of this year, the Advertising Council (RPR), which tries to promote “honest, legal, decent and truthful advertising” on the Czech market, received a total of ten complaints, seven of which were… Continue reading THEME OF THE MONTH: ATTENTION

BAUHAUS, BIRELL AND MASTERCARD REACH THE CZECHS WITH THEIR ADVERTISING

2. 7. 2024

Of the 60 ads selected last year, Bauhaus, Birell and Mastercard resonated most with Czechs, according to Ipsos. Advertising is good when it is effective. According to Ipsos, three pillars are important for effective advertising creative – creative experience, empathy and proximity, as well as a creative idea. In terms of these pillars, Czech consumers… Continue reading THEME OF THE MONTH: ATTENTION

KVIFF 2024: CZECH TV STREAMING AMONG FILMMAKERS, SOCIAL NETWORKS AS A MAGNET FOR VIEWERS

1. 7. 2024

On the first day of the Industry section of the festival, a debate on Streaming Media and the Attention Economy took place. The Industry Section of the Karlovy Vary International Film Festival (KVIFF), which gives film and TV professionals the opportunity to learn about current trends in film production and distribution and TV formats, has… Continue reading THEME OF THE MONTH: ATTENTION

AUDIOVISUAL TURNOVER DECLINED, BUT CZECH PRODUCTION IMPROVED THANKS TO TV AND WATER

1. 7. 2024

The turnover of Czech audiovisual production decreased last year, but original Czech production improved year-on-year thanks to TV and series production, according to new data from the APA. The Czech audiovisual industry has stabilised, according to the Association of Producers in Audiovisual (APA), with turnover of CZK 13.5 billion in 2023, down 12% from the… Continue reading THEME OF THE MONTH: ATTENTION

EFFIE ADVERTISING EFFECTIVENESS COMPETITION HAS OPENED APPLICATIONS

28. 6. 2024

Applications for the Effie Czech Republic Advertising Effectiveness Competition are open until 18 August. The competition is open in 16 categories this year. The most important domestic advertising and marketing effectiveness competition, Effie Czech Republic, is opening applications for its 27th year. Interested parties can submit applications for all 16 categories. Contestants will be able… Continue reading THEME OF THE MONTH: ATTENTION

WHY ARE GLOBAL PAY-TV PLAYERS ENTERING THE FREE-TO-AIR MARKET?

26. 6. 2024

Michaela Suráková from Atmedia summarizes the reasons that lead multinational pay-TV operators to enter the free-to-air TV distribution market. Free-to-air TV stations, which have so far been the domain of mainly local TV groups on the Czech market, have recently come into the crosshairs of multinational groups such as AMC Networks or Warner Bros. Discovery.… Continue reading THEME OF THE MONTH: ATTENTION

FOOTBALL EURO IN ADVERTISING: ENGLAND IS BEST IN EUROPE AT LEAST SOMEWHERE

24. 6. 2024

The group stage of the European football championship is reaching its climax and just as the Czech team’s performance has not brought much joy so far, creativity is also lacking on the part of local brands. That’s also why it’s more interesting to look elsewhere in Europe to see what football campaigns have emerged.. Adidas… Continue reading THEME OF THE MONTH: ATTENTION

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

ALL ADS DON’T HAVE TO BE THE SAME, THAT’S THE CONCLUSION OF THE CANNES LIONS FESTIVAL

21. 6. 2024

The last day of the Festival of Creativity shone a light on the problems of the industry, how to fix them, but also on the success of Barbie. The last day of the Cannes Lions Festival of Creativity started on an optimistic note, giving the audience in the Lumière Hall a reminder of the phenomenally… 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