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
OLYMPICS COMING UP, PARTNERS LAUNCH THEIR ACTIVATIONS
23. 7. 2024On Friday 26 July, the Summer Olympics will kick off in Paris. The Czech Olympic Team partners have prepared thematic campaigns and other activities. The 2024 Summer Olympics, officially the Games of the XXXIII Olympiad, will kick off in Paris on Friday 26 July. For more than two weeks, the French capital will host sports… Continue reading THEME OF THE MONTH: ATTENTION
OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS
22. 7. 2024The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience. What makes the Olympics… Continue reading THEME OF THE MONTH: ATTENTION
49% OF CONSUMERS BELIEVE THEY CAN DISTINGUISH BETWEEN TRADITIONAL AND AI ADS ON CTV
22. 7. 202449% of consumers are confident they can distinguish ads generated by AI versus traditional methods, with nearly half (49%) stating they do not care whether an ad was made using AI or traditional methods as long as it looks authentic. That’s according to new insights released today by LG Ad Solutions, to determine consumer perceptions and… Continue reading THEME OF THE MONTH: ATTENTION
TOP ADS HAVE DISTINCT EMOTIONAL TRAITS
19. 7. 2024Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC. Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity. “Emotions are the key… Continue reading THEME OF THE MONTH: ATTENTION
THE MOST ADVERTISED MUSIC EVENTS ARE HRADY.CZ AND LIVE NATION
19. 7. 2024In the music events segment, the strongest advertisers are the festival series Hrady CZ and the organiser Live Nation. In the first half of this year, Live Nation and the festival series Hrady CZ are among the strongest advertisers among the organisers of music events and the events themselves. This is according to data from… Continue reading THEME OF THE MONTH: ATTENTION
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading THEME OF THE MONTH: ATTENTION
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading THEME OF THE MONTH: ATTENTION
HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?
17. 7. 2024With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns. The Olympics is an event like no other. And that’s… Continue reading THEME OF THE MONTH: ATTENTION
HUSAK’S CHILDREN ARE GETTING OLD. MARKETERS MUST PREPARE FOR THE “NEW” SENIORS
17. 7. 2024Today’s sixty-somethings behave like consumers two to three decades ago at the age of 45, writes Oldřich Vávra of the Prague University of Economics. Population development in the Czech Republic will soon include a significantly large group of people born in the 1970s, the so-called Husak’s children, who will gradually reach senior age. This phenomenon… Continue reading THEME OF THE MONTH: ATTENTION
ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA
17. 7. 2024When we think of the advertising of the future, we might think of the famous scene from the movie Minority Report, where John Anderton, played by Tom Cruise, walks through a department store trapped in a tangle of marketing messages that, after scanning his retina, offer him tailored advertising. The short story of the same… Continue reading THEME OF THE MONTH: ATTENTION
REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV
17. 7. 2024Innovid, a software platform for the creation, delivery, measurement and optimisation of advertising across connected TV (CTV), linear TV, and digital, released CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising. The report, a collaboration between Innovid and Target’s retail media network, Roundel, looks at how US shopper behaviours and advertising trends… Continue reading THEME OF THE MONTH: ATTENTION
HOW MARKETERS CAN UNLOCK THE POWER OF RITUALS
16. 7. 2024New research from MSQ, the global creative, media & technology group, and WARC explores the role of rituals, how they uncover truths behind human behaviour, and why brands need to understand the powerful opportunity behind becoming a more fixed part of a person’s life. Chief strategy officer Kit Altin from The Gate London, and Eleanor… Continue reading THEME OF THE MONTH: ATTENTION
