THEME OF THE MONTH: EFFICIENCY

SURVEY: CTV IS MOST EFFECTIVE DIGITAL AD CHANNEL

A new survey of marketers has found that advertisers view CTV advertising is the most effective digital channel in their media mix and that 23.6% plan to increase their spending on connected TV (CTV) campaigns in 2024, according to a new study from tvScientific. The study, which collected responses from more than 600 marketing professionals… Continue reading THEME OF THE MONTH: EFFICIENCY

SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING

DirecTV survey found that 84% watch live sports with friends and family. In the runup to March Madness, DirecTV has released new sports viewership survey data that highlights the importance of social activities in the popularity of sports viewing. The survey from DirecTV Advertising and DirecTV for Business, which dives into the diverse habits, preferences,… Continue reading THEME OF THE MONTH: EFFICIENCY

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THEME OF THE MONTH: EFFICIENCY

WARC REVEALS THE MOST EFFECTIVE CAMPAIGNS

The top campaign of last year is the Shah Rukh Khan-My-Ad project, according to successes in effectiveness competitions tracked by WARC. Who else succeeded? WARC has unveiled this year’s ranking of the 100 campaigns that won the most awards at effectiveness competitions around the world. Be it competitions like Effie, the effectiveness categories at Cannes… Continue reading THEME OF THE MONTH: EFFICIENCY

THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS

In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading THEME OF THE MONTH: EFFICIENCY

E-SHOPS APPRECIATE THE EFFECTIVENESS OF TV AND RADIO CAMPAIGNS

Campaigns in traditional media bring e-shops an increase in brand awareness, as well as a contribution to overall turnover. This came out of the discussion at the Eshopista meeting. For online retailers such as Alza.cz, Niceboy or Trenýrkárna, campaigns on TV or radio bring the effect of increased customer interest in their products. This came… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY: TV TOP PURCHASE INFLUENCER

US local broadcast television industry trade body TVB has released the findings of the 2024 Purchase Funnel Study which seeks to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW BRANDS CAN EFFECTIVELY COMBINE RETAIL MEDIA AND CONNECTED TV IN 2024

The convergence of commerce and TV is not merely a fleeting trend but presents a seismic shift in the ecosystem, writes LiveRamp’s Will Keggin. Retail media and connected TV (CTV) stand out as two of the fastest-growing mediums in the digital landscape in 2023, with no signs of stopping. They are both poised for significant… Continue reading THEME OF THE MONTH: EFFICIENCY

BRANDS SHOULD LEAN INTO LOYALTY

More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold. For brands, consumer loyalty is increasingly playing a factor in people’s purchasing decisions: More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold’s 2024 Global Consumer… Continue reading THEME OF THE MONTH: EFFICIENCY

CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report.  Why you should read the report  The Future of Media 2024 takes a look… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED

More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets. That figure is based on a study which estimated the average F500 company could be wasting at least $25m a year on unused creative assets;… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)

2 minutes or less per pod boosts improves impact and viewer experienceg FreeWheel, Comcast’s ad tech company, released new research that points to ways the TV business can build commercial breaks that provide a better viewer experience and more effectiveness for advertisers. Research, done with MediaScience, found that keeping breaks — known in the business… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW TO USE ATTENTION TO DRIVE SALES

Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive. Samuel Brealey, a chartered marketer and… Continue reading THEME OF THE MONTH: EFFICIENCY

THE RIGHT WAY TO BUILD YOUR BRAND

The best ad campaigns make a memorable, valuable, and deliverable promise to customers. Summary. More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” In this article the authors present a solution to Wanamaker’s famous quandary. Drawing on… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I… Continue reading THEME OF THE MONTH: EFFICIENCY

ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW

A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer to incremental sales as… Continue reading THEME OF THE MONTH: EFFICIENCY

TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly. Amid all the positivity around marketing “confidence” appearing to improve heading into this year, TV is set to have another very tough year. Media-buying agency bosses I’ve spoken to in… Continue reading THEME OF THE MONTH: EFFICIENCY

SECOND-SCREENING BOOSTS TV AD RESPONSE RATES

Second-screening is “consistently beneficial” to TV ad response rates, new research has found. In the study, ViewersLogic showed a panel of participants divided into “consistent second-screeners”, “non-second-screeners” and “occasional second-screeners” TV ads from seven brands to gauge the impact of second-screening on response rates and how this correlated with gaze and attention. Results revealed second-screening… Continue reading THEME OF THE MONTH: EFFICIENCY

PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING

TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers. Television advertising has always enjoyed a recognition for impact. Compared with digital equivalents it is undervalued for what it… Continue reading THEME OF THE MONTH: EFFICIENCY

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality. Trust is often correlated with quality and has become increasingly important. Consumers are continuously forming assessments… Continue reading THEME OF THE MONTH: EFFICIENCY

ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS

DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY: AI CONTEXTUAL TARGETING BOOSTS CONSUMERS AD RECALL BY 4X

Consumers pay 4X more attention to CTV ads when they are contextually targeted with AI according to a new AVCA study. A new study by Alliance for Video-Level Contextual Advertising (AVCA), an organization dedicated to funding research into the use of Artificial Intelligence (AI) for contextual advertising in streaming, found that consumers pay nearly 4X… Continue reading THEME OF THE MONTH: EFFICIENCY

WHAT’S THE FUTURE OF THE TV EXPERIENCE GOING TO LOOK LIKE?

Despite the rise of streaming services and CTV, traditional television is still prevalent. Television advertising has come a long way since the early days of broadcast, and today Connected TV (CTV) is a major player in the advertising landscape. With the rise of streaming services and internet-connected devices, CTV has become a popular medium for… Continue reading THEME OF THE MONTH: EFFICIENCY

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research. The joint study from Advertiser Perceptions and Claravine fielded in August analyzed the impact of not having a data standards and a strategy in place. It showed how advertisers and agencies struggle… Continue reading THEME OF THE MONTH: EFFICIENCY

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider. There are few things less welcome than someone you hold in high regard saying something you not… Continue reading THEME OF THE MONTH: EFFICIENCY

OUT-OF-HOME ADS CONSISTENT WITH TV ASSETS ACHIEVE 2X MORE BRAND RECALL

System1, the Creative Effectiveness Platform, and JCDecaux UK, the UK leader in Out-of-Home advertising, today revealed its latest research based on viewers’ emotional response data captured via the new OOH in situ Test Your Ad platform created in partnership with JCDecaux. Festive OOH ads matching TV campaigns are twice as effective at branding, scoring 62%… Continue reading THEME OF THE MONTH: EFFICIENCY

ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

If you feel your nerves tighten a bit when you hear the sound of holiday bells jingling in a TV ad, you’re not alone. According to Healthline, 62% of Americans describe their stress levels as “very elevated” or “somewhat elevated” during the holiday season – and only 10% say it’s a stress-free time of year… Continue reading THEME OF THE MONTH: EFFICIENCY

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer. We live in a fantastic marketing era where the rubrics of advertising effectiveness are known by more marketers, with more data and more certainty than ever before. We’ve never… Continue reading THEME OF THE MONTH: EFFICIENCY

TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

Despite very real concerns about the economy, the majority of marketers around the world are optimistic and expect business to be better next year than this, according to a new WARC report. The Voice of the Marketer 2024 is a deep dive into The Marketer’s Toolkit survey data of 1,400+ marketers worldwide. Key findings Marketers are optimistic despite economic worries… Continue reading THEME OF THE MONTH: EFFICIENCY

DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study. The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading THEME OF THE MONTH: EFFICIENCY

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead. The pull of nostalgia is powerful. It’s one reason why the Coca-Cola ‘holidays are coming’ Christmas advert is among the nation’s favourites, and part of the appeal of Burger King’s new… Continue reading THEME OF THE MONTH: EFFICIENCY

USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper. Hearing different voices narrate a persuasive message grabs the attention of consumers and boosts their willingness to pay. The authors of the study called this the ‘voice numerosity effect’. This effect continues to… Continue reading THEME OF THE MONTH: EFFICIENCY

UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF

Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows. In Elevating eCommerce: The Unseen Power of Upper Funnel Spending, measurement platform Fospha analysed the impact of mid and upper-funnel activity on brands’ performance over time, paying particular attention to… Continue reading THEME OF THE MONTH: EFFICIENCY

DRIVERS OF BRAND GROWTH: A DEEP DIVE INTO HOW ADVERTISING WORKS TODAY

The latest EMEA Spotlight, ‘Drivers of brand growth’, celebrates some of the brilliant brain power from our region and showcases new research into advertising effectiveness. With the proliferation of digital channels and changing media behaviours, where are we with advertising fundamentals? What’s changed, what’s changing and what’s evergreen? Earlier in the summer Paul Dyson, cofounder… Continue reading THEME OF THE MONTH: EFFICIENCY

ASSOCIATION OF COMMERCIAL TELEVISION PARTNERING WITH FORUM MEDIA’S EFFIE STAGE

This year’s Forum Media conference, the largest domestic professional event focused on media, marketing and communication, will take place on 9 November 2023 at O2 Universum in Prague. This unique event bringing inspiration, information and interaction is organised by Marketing & Media in collaboration with the AKA and APRA associations. The Association of Commercial Television… Continue reading THEME OF THE MONTH: EFFICIENCY

QR CODES ON TV COMMERCIALS: THE NEW NORMAL FOR RUNNING TV ADS

Using QR codes on TV commercials allows brands to give an interactive engagement to their viewers by scanning the QR code that leads to online content. Using QR codes on TV ads, innovative marketers can convert offline engagements to online conversions. QR codes can take viewers to any form of TV advertisement or promotion online… Continue reading THEME OF THE MONTH: EFFICIENCY

THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY TV’S NOT JUST A BRAND CHANNEL

There are many marketing debates: Agency vs. in-house. Brand vs. Product. Creative intuition vs. data-driven design. And, of course, sales activation vs. brand-building. Marketing Architects have a look how to drive sales and brand, together, on TV in this article. Each week, we break down another marketing strategy so you can skip the hype and… Continue reading THEME OF THE MONTH: EFFICIENCY

NEW STUDY SHOWS A CLEAR LINK BETWEEN ATTENTION AND BRAND EFFECTS

Attention and brand effects have a direct correlation, according to new analysis by Lumen, Teads, and Dynata – but, crucially, relying on viewability data is not enough. “Attention is an important driver of brand success, as a strong correlation exists between attention and positive brand outcomes. The longer people engage with ads, the more impactful… Continue reading THEME OF THE MONTH: EFFICIENCY

MNTM SELECTION: HOLIDAY ADS THAT WARM THE HEART

The holiday season may be far ahead, but there’s no time to waste in planning for it. Each month, QuickFrame by MNTN compiles a selection of the best ad creatives whose concepts have resonated with audiences. And now is a good time to take a look at a few favorite holiday ads from the past… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISING AND ANALYTICS: AN INTERVIEW WITH DR GRACE KITE

Contagious speaks to Dr Grace Kite about the relationship between advertising and analytics, and why even LinkedIn likes have their place in discussions about effectiveness. If you’re interested in advertising effectiveness but have never heard of Dr Grace Kite, we can’t judge you. We didn’t know about the founder of analytics consultancy Gracious Economics, either… Continue reading THEME OF THE MONTH: EFFICIENCY

VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS

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… Continue reading THEME OF THE MONTH: EFFICIENCY

LONG TAGLINES USING ‘RARE’ WORDS ARE MOST MEMORABLE BUT LEAST LIKED, STUDY REVEALS

Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked. Trying to stand out from the crowd with an effective brand slogan is something that can cause even the best marketers many a sleepless night. But it… Continue reading THEME OF THE MONTH: EFFICIENCY

EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising? Kantar’s Creative Effective Awards give us the opportunity to put the spotlight on the role of emotion in effective advertising. One of the five themes amongst our… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great. Today’s fast-moving digital world presents challenges for marketers and their agencies. So, what makes an ad creative and effective in an ever-evolving digital landscape? Getting your creative right in a multichannel environment is challenging, and… Continue reading THEME OF THE MONTH: EFFICIENCY

EFFIE IS OPENING APPLICATIONS

Effie, the biggest domestic advertising and marketing effectiveness competition, is now open for entries. The Effie Advertising and Marketing Effectiveness Competition, organised annually by the Association of Communication Agencies (AKA), is opening applications for its 26th edition. Interested applicants can submit entries for all categories from 28 June to 18 August. This year, Effie will… Continue reading THEME OF THE MONTH: EFFICIENCY

WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

Louder, busier commercials are the new norm. And they seem to be working. A shiny car speeds down a mountain road. Marathon runners dash through the finish line. James Bond throws punches, races through busy city streets, and saves the day, all while wearing a certain watch. If you feel like TV commercials have become… Continue reading THEME OF THE MONTH: EFFICIENCY

WHAT TO DO WHEN YOU HAVE NO BUDGET

Achieving big things on a small budget is possible. Here are four things to consider. We are living through a golden age of evidence-based marketing. From the godfathers of effectiveness Peter Field and Les Binet, to the work of the Ehrenberg-Bass Institute and the training provided by Mark Ritson on his Mini MBA in Marketing,… Continue reading THEME OF THE MONTH: EFFICIENCY

TAKE ME BACK: THE POWER OF NOSTALGIA IN ADVERTISING

Ads that use nostalgia are powerful and more likely to go viral, so why is it rarely used? Find out how nostalgia in advertising can help connect with people on a deeper, more emotional level. Agile Market ResearchAdvertising Media & CommunicationBrandMedia The emotions that come with nostalgia can be as extreme as they are diverse.… Continue reading THEME OF THE MONTH: EFFICIENCY

CREATIVE IS BIGGEST PROFITABILITY LEVER, BRAND SIZE TOP FACTOR

Updated research into the factors affecting advertising profitability finds that brand size and creative quality have grown in importance as online life has matured. Why it matters Paul Dyson, founder of Accelero consulting, emphasised that creativity is still “by some way” the main lever at a marketers’ disposal, during a recent talk at Thinkbox, the… Continue reading THEME OF THE MONTH: EFFICIENCY

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox. “It’s clear that creativity is, by some way, the biggest lever at a marketer’s disposal.” This according to Paul Dyson, co-founder of effectiveness consultancy Accelero Consulting. It’s often been claimed that creativity has… Continue reading THEME OF THE MONTH: EFFICIENCY

TV OR YOUTUBE: WHICH PLATFORM IS BEST FOR SHORT- AND LONG-TERM BUSINESS RESULTS?

Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is on one video platform. While many of the points raised in the series – that video enables an ‘audience-first’ approach, it attracts and converts the attention of… Continue reading THEME OF THE MONTH: EFFICIENCY

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading THEME OF THE MONTH: EFFICIENCY

GEN Z CONTRADICTIONS THAT WILL SHAPE OUR FUTURE

It is human nature to live in contradiction. It’s part of what has always drawn us to the strategy and insights field. It’s my secret joy to zoom in on these paradoxes – to really hear and understand where the tension lies and what it might mean for someone’s behaviors and perceptions of the world… Continue reading THEME OF THE MONTH: EFFICIENCY

THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products. There are plenty of misconceptions around the efficacy of TV as a marketing channel. Though unrivalled in its reach (91% of UK households switch on live TV at least once per week, according to… Continue reading THEME OF THE MONTH: EFFICIENCY

COMMERCIALS ARE A SECOND HOME TO CZECH CELEBRITIES. POPULAR ACTORS, RENOWNED ATHLETES AND EVEN KAREL GOTT HAVE EXPERIENCE WITH THEM

Today's advertising can hardly be imagined without the involvement of public figures. But some spots resonate more than others, so it is not a bad idea to focus on those that can be described as memorable, given the popularity of the actors and the presentation itself.

WHAT THE EFFECTIVE 100 CAN TELL US ABOUT COMMERCIAL SUCCESS

Commitment to brand purpose, tech innovation and breaking category norms lead to commercial success, a new report from WARC Creative finds. WARC Rankings: Lessons from the Effective 100 looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness from 2022, ranked in this year’s Effective 100. Why it matters… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISING AS A DREAM FACTORY: CLAUDE C. HOPKINS, FOUNDER OF MODERN ADVERTISING

Claude C. Hopkins is known as the man who laid the foundations of modern advertising. And quite literally – the book with the same title is probably his most important work. He worked as an advertising creator and copywriter in the first half of the 20th century, when television was still in its infancy. The… Continue reading THEME OF THE MONTH: EFFICIENCY

THE FATHER OF ADVERTISING DAVID OGILVY

There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.

Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster. A powerful duo: creativity and relevance. Highly creative campaigns are significantly more effective than less creative campaigns. Not only do they improve attention and memorability, but they also increase positive… Continue reading THEME OF THE MONTH: EFFICIENCY

TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES

Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer. In today’s advertising landscape, brands are increasingly looking to implement precision targeting across media buys to both maximize the value of their data investments and improve performance. To do this, marketers have been leaning on… Continue reading THEME OF THE MONTH: EFFICIENCY

ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY

The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment. Over the same 2017-2022 period,… Continue reading THEME OF THE MONTH: EFFICIENCY

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING

Channel 4’s Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is,… Continue reading THEME OF THE MONTH: EFFICIENCY

SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS

From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges. WARC has analysed the metadata of the winning entries to drill down into the themes and trends that are driving marketing success and… Continue reading THEME OF THE MONTH: EFFICIENCY

THE ECONOMIC CRISIS AS A MARKETING OPPORTUNITY? 2023 DOESN’T HAVE TO CRIPPLE COMPANIES, BRAND LOYALTY AND A TOUCH OF EMPATHY ARE THE KEYS TO SUCCESS

Analysts around the world are predicting a challenging year for business, with the cost crisis only becoming fully apparent in the coming months. But marketing experts say the crisis is also an opportunity for brands to strengthen their brand. Which brands are showing the right path to take in times of crisis?

RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one. As part of a continuing examination of advertising effectiveness, ThinkTV has new research findings that explore the hot topic of audience attention. The organisation sought to interrogate video platforms and the attention they command through the lens… Continue reading THEME OF THE MONTH: EFFICIENCY

FROM ADVERTISEMENTS TO ARTIFICIAL INTELLIGENCE. HOW HAS ADVERTISING IN THE CZECH REPUBLIC CHANGED IN 30 YEARS?

The creation of advertisements has changed fundamentally over the past decades, as has consumer perception of them. So what are consumers receptive to most now? And how are marketers making their jobs easier with AI? “The Velvet Revolution in November 1989 swept away the communists and brought a fresh wind of endless opportunities for economic… Continue reading THEME OF THE MONTH: EFFICIENCY

YES, TV IS AN ATTENTION BARGAIN – BUT EVEN MORE SO THAN LUMEN THINK

It’s hard to read incredibly positive things about TV advertising and yet be compelled to argue with them, but sometimes you have to, says Thinkbox’s Matt Hill. Mike Follett from Lumen’s recent article – “Why TV appears to be an ‘attention bargain” – was packed with positives for TV advertising. So why am I not… Continue reading THEME OF THE MONTH: EFFICIENCY

THE LIGHT TV VIEWER IS ABOUT TO TAKE UP A LOT MORE OF YOUR TIME

TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage. TV remains the pre-eminent media channel for delivering both scale and reach. And that’s a fact. According to the Demand Generation report — a collaboration between ThinkBox, MediaCom and Wavemaker — TV… Continue reading THEME OF THE MONTH: EFFICIENCY

CHALLENGE EVEN FOR THE BEST MARKETERS. WHY DOES A GOOD TV AD NEED TO GRAB THE VIEWER’S ATTENTION?

Grabbing the viewer's attention is a challenge even for big brands nowadays and the road to the goal is lined with many pitfalls. What is the recipe for attention-worthy advertising? And which specific brands can inspire in creatively grabbing attention?

CREATING MEMORABLE CHARACTERS IN ADVERTISING

How character fluent devices support long-term brand building?  From Churchill the bulldog to the Pillsbury Doughboy to Tony the Tiger, there are many classic characters that brands have leveraged over the years. However, over the last two decades, there has been a decline in the use of these distinctive assets in advertising. According to Orlando… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler… FreeWheel’s Stefanie Briec looks at a new technology that will take TV advertising to the next stage – dynamic ad podding. The article will explain… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading THEME OF THE MONTH: EFFICIENCY

‘WATCHING’ ACCOUNTS FOR THE LARGEST SHARE OF MEDIA TIME

IPA TouchPoints offers great insights into today’s media consumption. The data is drawn from a representative sample of over 6,000 adults aged 15+ living in Great Britain. Each person keeps a diary via their mobile phone, detailing their activities every half an hour for a week. This month’s Chart of the Month uses TouchPoints to… Continue reading THEME OF THE MONTH: EFFICIENCY

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading THEME OF THE MONTH: EFFICIENCY

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what… Continue reading THEME OF THE MONTH: EFFICIENCY

EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?

MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION

There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention. An interesting debate is springing up around attention, thanks to Professor Byron Sharp. A couple of weeks ago Sharp was coaxed from the towers of the Ehrenberg-Bass Institute to… Continue reading THEME OF THE MONTH: EFFICIENCY

THREE ERRORS OF EFFICIENCY

Critics of traditional media channels argue that they are wasteful and expensive. But these critiques are fundamentally flawed – rather than points of weakness they are, in fact, points of strength, argues Alex Murrell, Strategy Director at Epoch. We live in the era of efficiency. Instead of focussing on making our work bigger, we focus… Continue reading THEME OF THE MONTH: EFFICIENCY

AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?

Martin Nováček from media agency OMD Czech reflects on what parameters currently influence the price of TV advertising and asks where it can go. Price, the magic formula around which everything revolves and is decided. We have become accustomed to evaluating the success or failure of an advertising campaign through it, as if nothing else… Continue reading THEME OF THE MONTH: EFFICIENCY

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth Illustration of a large hand holding a red arrow pointing forward along side other light blue arrows pointing forward with tiny sized employees striving forward. For 28 months the pandemic propelled brands to explore and embrace the parameters of purpose in their… Continue reading THEME OF THE MONTH: EFFICIENCY

SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?

TV advertising may not carry the same weight it did years ago, but does that mean we should give it up altogether? Not really — and here’s why. TV advertising doesn’t carry quite the same weight it used to. Twenty years ago — back in the days of “water cooler” TV moments and must-watch televisual… Continue reading THEME OF THE MONTH: EFFICIENCY

REMEMBER THE VALUE OF TV AS INFLATION BITES

Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness. The rising cost of life in general and media in particular is a pressing concern for advertisers. Yesterday the UK’s Office of National Statistics reported that inflation has reached 10.1% — the first double-digit increase in prices in 40… Continue reading THEME OF THE MONTH: EFFICIENCY

THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life. Of course, their marketing team was under a lot of pressure to keep sales up during an economic downturn. But… Continue reading THEME OF THE MONTH: EFFICIENCY

CREATIVE ADS MAKE YOU FORGET BORING ONES

The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading THEME OF THE MONTH: EFFICIENCY

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world. Frank Rose has been telling stories professionally his whole life. He has written about New… Continue reading THEME OF THE MONTH: EFFICIENCY

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading THEME OF THE MONTH: EFFICIENCY

IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!

Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that? When the recession hits and others start cutting their advertising budgets, your share of voice (SOV)… Continue reading THEME OF THE MONTH: EFFICIENCY

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common? The answer? They set an expectation, repeat this expectation and then finally, break it. Indeed, a 2009 study by Jeffrey… Continue reading THEME OF THE MONTH: EFFICIENCY

THE BEST CAMPAIGNS OF THE LAST DECADE

Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THEME OF THE MONTH: EFFICIENCY

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign. Consistency, relevance and strong branding are all essential to build creatively effective advertising campaigns, the marketers behind Aldi’s ‘A Christmas Carrot’ and Marmite’s ‘Flippin Tasty’ ads have revealed. Both ads have been deemed highly effective from… Continue reading THEME OF THE MONTH: EFFICIENCY

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading THEME OF THE MONTH: EFFICIENCY

TV DRIVES SEARCH UPLIFT

The latest Chart of the Month shows the strong relationship between TV exposures and search volume. This chart shows how TV drives an instant impact and is a great platform for creating awareness and driving demand. Google Trends data can help us understand the impact that linear TV had for online property service Boomin by… Continue reading THEME OF THE MONTH: EFFICIENCY

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both. There is almost no debate about the veracity of The Long and the Short of It. Les Binet and Peter Field’s master work is the perfect exemplar of marketing ‘bothism‘. Sure, there are a… Continue reading THEME OF THE MONTH: EFFICIENCY

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading THEME OF THE MONTH: EFFICIENCY

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

New Future Today survey finds that 94% of parents have increased co-viewing in the last year. While conventional wisdom holds that the proliferation of screens has produced more siloed viewing, a new survey commissioned by Future Today has found that family co-viewing among streaming audiences is actually increasing. “There is a misperception that the explosion in screens… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW TO RESOLVE THE ATTENTION PARADOX

Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading THEME OF THE MONTH: EFFICIENCY

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading THEME OF THE MONTH: EFFICIENCY

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading THEME OF THE MONTH: EFFICIENCY

CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING

The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game. However, if we’re being honest, Super Bowl advertising is the bastion of the one percent. Very few CMOs will ever lead teams producing… Continue reading THEME OF THE MONTH: EFFICIENCY

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement. The unveiling of Meta as the new name for Facebook has created much excitement about the future of the metaverse and its potential marketing opportunities. There is a shared belief… Continue reading THEME OF THE MONTH: EFFICIENCY

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading THEME OF THE MONTH: EFFICIENCY

THINKTV: WHAT WE LEARNED ABOUT VIDEO ADVERTISING IN 2021

There’s a bit to cover in these insights we share – so grab the popcorn and settle in The past year served up more learnings about video advertising than there were meltdowns on Married at First Sight. And if the relentless Blursdays of 2021 messed up your memory banks, we’ve got you covered. ThinkTV has taken… Continue reading THEME OF THE MONTH: EFFICIENCY

GOOD IDEAS ARE THE HEART OF GOOD ADVERTISING – DIRECT RESPONSE SHOULDN’T BE AN EXCEPTION

Russell Fisher and Matt Lord of Cain&AbelDDB argue that well-crafted direct response TV ads could be your brand’s secret sauce. When you hear the words direct response advertising, what comes to mind? Price roundels and ’sale’ starburst signs? Maybe those ads on daytime TV – you know, actors trying to flog you insurance from a… Continue reading THEME OF THE MONTH: EFFICIENCY

RESEARCH: WHEN DOES AN ADVERTISING SPOT HAVE THE GREATEST EFFECT?

Behavio Labs analyzed selected ad campaigns to see how they performed in terms of the key conditions for successful advertising. Research agency Behavio Labs analyzed selected ad campaigns second-by-second. It looked at how they performed in terms of the key conditions for successful advertising. What exactly did the campaign leave in the minds of Czech… Continue reading THEME OF THE MONTH: EFFICIENCY

SOMETHING OLD OR SOMETHING NEW? WHY TV PLUS STREAMING IS THE MARRIAGE FOR YOU

New data reveals the ideal balance of TV and streaming advertising to achieve maximum campaign reach Advertisers today face many difficult choices. In-house or agency? Manual or automated? First-party or third-party? One of the most challenging choices is how to make the most of video advertising – that is, how to balance traditional TV (the… Continue reading THEME OF THE MONTH: EFFICIENCY

RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS

Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content. This was found in Screenforce‘s Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The… Continue reading THEME OF THE MONTH: EFFICIENCY

SWITCHING ON TO CONNECTED TV? FOUR THINGS ADVERTISERS NEED TO KNOW

While connected TV offers advertisers more choice and reach than ever before, brands must update their view of how to advertise on this platform, argues IAB UK’s Elizabeth Lane. When it comes to TV, one thing hasn’t changed. What we watch – from Squid Game to Succession, and from Love Island to Line of Duty –… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISING AT THE CROSSROADS – GAINING ATTENTION VS SELLING OUR SOUL

At a crossroads on the value of ‘viewability’, advertising needs to embrace quality of attention as a true measure of potential audience and business impact. Dan Machen is Head Of Strategy at Lionize. Clarkson, Mississippi is home to the crossroads that sparked the myth of, ‘Devil at the Crossroads’ – the legend of the Blues player, Robert Johnson, who transformed… Continue reading THEME OF THE MONTH: EFFICIENCY

LOOK OUT!

How do you create effective and memorable advertising in a world that seems to be turning inwards? That’s the question at the heart of my new book Look out, an advertising guide for today’s world. The book is a study of attention – of what I describe as ‘narrow-’ and ‘broad-beam’ attention. Drawing further on the… Continue reading THEME OF THE MONTH: EFFICIENCY

SUCCESSFUL ADVERTISERS ACHIEVE AN AVERAGE PROFIT ROI OF 2.26:1

An overview of the profit ROI that successful advertisers can expect, based on an analysis of WARC’s database of 1,169 case studies of successful advertising campaigns. Successful advertisers achieve an average profit return on investment (ROI) of 2.26:1. As most case studies on WARC list short-term results, the long-term return will often be higher. Successful… Continue reading THEME OF THE MONTH: EFFICIENCY

DON’T FORGET THE GOLDEN RULES OF TRUST AND EFFECTIVENESS

The role of ‘distinctive assets’ or ‘fluent devices’ is a critical foundation stone in improving the effectiveness of advertising, writes Ebiquity’s UK MD. There has been significant debate this month regarding trust in advertising, with the majority view being that there is a significant level of distrust in advertisers and advertising. It is true that… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW YOUR BRAND CAN SOUND DISTINCTIVE IN A NOISY WORLD

Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic. We used to have to educate marketers on the benefits of a more strategic approach to use of music and sound in their communications. There’s rarely now a marketer that doesn’t grasp this – how could they not? The challenge… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW TO SET UP A MEDIA STRATEGY IN THE ERA OF NEW CUSTOMER HABITS?

Businesses that discontinued their advertising in the second half of last year may experience a decline in their income of up to 11%, says Yaroslav Protsiv from Nielsen. Nobody was prepared for what hit the world last year. Business thus had to adapt fundamentally. Financial uncertainty and unclear future taught businesses when and where changes should… Continue reading THEME OF THE MONTH: EFFICIENCY

CRITICISM OF BRAND PURPOSE IS ‘NAÏVE AND UNJUSTIFIED’, CLAIMS PETER FIELD

In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose. Effectiveness expert and consultant Peter Field has called for an end to the “vitriolic” criticism piled on brand purpose by some industry commentators and practitioners, having found… Continue reading THEME OF THE MONTH: EFFICIENCY

RESEARCH REVEALS THE DIFFERENCE BETWEEN EFFICIENT AND EFFECTIVE ROI

The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI). As a fresh financial year begins, marketers, now more than ever, are working to ensure they are dedicating their campaign budgets to the right channels to deliver strong sales growth. The latest edition of the Payback Series, an… Continue reading THEME OF THE MONTH: EFFICIENCY

INTEREST IN TV ADVERTISING EXCEEDS EXPECTATIONS

Strong demand is coming from advertisers in the e-commerce, retail and food and beverage segments. There is a high demand for TV advertising, confirms the CEO of the Nova TV Group Jan Vlček. Nova TV Group has seen a growth in demand for TV advertising since this spring and the interest in it continues to… Continue reading THEME OF THE MONTH: EFFICIENCY

HOW DIRECT-TO-CONSUMER BRANDS ARE SHAPING TV’S FUTURE

Today’s television ad industry owes a lot to digital natives, particularly direct-to-consumer (D-to-C) brands. This growing group of upstarts and disruptors has not only changed the way we as consumers buy everything, but it has also revolutionized the use of converged TV (linear, CTV/OTT, and addressable) for both data-driven performance and strategic reach. Recognizing TV’s… Continue reading THEME OF THE MONTH: EFFICIENCY

NINE STRATEGIC WAYS ADVERTISERS CAN LEVERAGE OTT AND CTV IN 2021

Over-the-top and connected TV advertising heated up in 2020 as restrictions were imposed to address the Covid-19 pandemic, leading people to stay home and binge on streaming content or their favorite cable television programs. Thanks to the measurable reach they offer, OTT and CTV became incredibly popular marketing and advertising channels over the past year. … Continue reading THEME OF THE MONTH: EFFICIENCY

UNLOCKING THE DIVERSITY DIVIDEND IN TV ADVERTISING

Diversity and Inclusion are major themes for advertisers right now, as the last few years have made it plain how poorly marginalised communities feel they have been represented in traditional advertising. Across every channel and sector there’s an interest in representing diversity better, more authentically, but also more effectively. We’ve all seen ads which feel… Continue reading THEME OF THE MONTH: EFFICIENCY

SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION

What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading THEME OF THE MONTH: EFFICIENCY

TV DRIVES BUSINESS OUTCOMES

Global TV Group arms advertisers with latest TV effectiveness evidence from around the world. Research collection demonstrates how TV works in every market, for all customer objectives. The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose common goal is… Continue reading THEME OF THE MONTH: EFFICIENCY

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading THEME OF THE MONTH: EFFICIENCY

WHAT THE AD WORLD NEEDS NOW, EFFECTV SAYS, IS COMBINED DIGITAL/TV LOVE

Comcast’s ad sales division, Effectv, introduces a new appeal to the advertising community this week. If any of your campaigns solely use commercials on YouTube, Facebook or other social media, they’ll be more impactful when you distribute them on television services, as well. That’s the big takeaway of “Digital Loves TV,” a study of consumer behavior from… Continue reading THEME OF THE MONTH: EFFICIENCY

ADVERTISERS TAKE MAJOR STEP TOWARDS ‘HOLY GRAIL’ OF CROSS-MEDIA MEASUREMENT

A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said. Accurate cross-media measurement has been a long-standing challenge within the industry, and the WFA has teamed up with global advertisers… Continue reading THEME OF THE MONTH: EFFICIENCY

‘FOOLS ERRAND’ AND THE BILLION DOLLAR QUESTION: IS 1.7 SECONDS ENOUGH EXPOSURE FOR ADS TO WORK? NO, BUT IT’S BEYOND FACEBOOK

In numerous “advertising attention” studies now done across Facebook, YouTube, Instagram and TV in Australia and international markets, Professor Karen Nelson-Field has data which answers the critical question many marketers and media specialists are either still not asking or care for: How much time does an ad need in front of a user or viewer to… Continue reading THEME OF THE MONTH: EFFICIENCY

THE GLOBAL PROOF OF TV’S POWER AND POPULARITY

While our way of life in the UK seems miles away from the sunny shores of Spain, the vibrancy of Colombia or Santa’s Northern Lights in Finland, how the world watches its TV is remarkably similar. Despite local difference in video offerings and tech capabilities, the bottom line is that the world loves TV. And,… Continue reading THEME OF THE MONTH: EFFICIENCY

REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS

It’s the industry debate that simply won’t go away – the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet. And a new report would appear to validate putting your marketing… Continue reading THEME OF THE MONTH: EFFICIENCY

IN UNCERTAIN TIMES BE TV CERTAIN

So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands. Now, more than ever before, marketing budgets are under pressure and the battle for market share is… Continue reading THEME OF THE MONTH: EFFICIENCY

VIDEO ADVERTISING IMPACT STUDY – KEY FINDINGS

What are the fundamental mechanics of TV and video advertising? How they works? Lets summarize it: How video works The Media Equivalence Study provides evidence of the power of video across all channels – especially when it comes to advertising recall indicators. Video advertising has a stronger impact on television than on YouTube and Facebook. Two… Continue reading THEME OF THE MONTH: EFFICIENCY

FOUR COVID-19 MARKETING TRENDS: NAVIGATING WHAT’S NEXT

As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January. WARC’s Anna Hamill highlights some key trends. Staring down the barrel of what is certain to be a severe economic recession, marketers are now preparing to navigate a period of prolonged uncertainty… Continue reading THEME OF THE MONTH: EFFICIENCY

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading THEME OF THE MONTH: EFFICIENCY

KEY MESSAGES THAT SPEAK IN FAVOUR OF TV IN THE POST-COVID-19 ERA

What are the key messages that speak in favour of TV in the post-covid-19 era? Here is the short list. 1. If you are not exploiting the massive value of multiplatform TV advertising, you are missing out. 2. TV is the most effective medium, with the lowest risk and guaranteed high returns. 3. This crisis… Continue reading THEME OF THE MONTH: EFFICIENCY

PETER FIELD ON WHY IT’S IMPORTANT TO KEEP ADVERTISING DURING A DOWNTURN

There have been many warnings, often from anxious advertising agencies, about the danger of brands “going dark” during the COVID crisis, but British researcher Peter Field provided evidence-based analysis of why it’s imperative they heed that advice during a thinktv Canada webinar this week. Field, the so-called “Godfather of effectiveness,” provided an update to his… Continue reading THEME OF THE MONTH: EFFICIENCY

FIVE EXPERTS ON BRANDING: YES, IT’S CRITICAL AND TV IS THE KEY

If you’re like me, then your LinkedIn feed has been all about the resurgence of branding and traditional media recently. Companies such as Amazon, Facebook, and Google began 2020 with Super Bowl ads. Executives from adidas admit having prioritized activation over branding, saying they were focused on the wrong metrics because of their responsibility to shareholders. Lately, even experts… Continue reading THEME OF THE MONTH: EFFICIENCY

LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

It’s a new decade. Or is it? It depends on how you like your decades. Is the old one finished or is that not until the end of 2020? ‘Who cares you pedantic twat, Clay?’ you might ask. Fair enough, but 2020 is certainly a good moment to reflect. And why not reflect on some of the… Continue reading THEME OF THE MONTH: EFFICIENCY

FUTURE TV ADVERTISING GLOBAL 2019: THE BIG TAKEAWAYS

Videonet has published detailed accounts about each of the big takeaways from Future TV Advertising Global 2019, and you can see links to those stories at the bottom (click on the original link at the bottom). Here is a summary of our analysis. No.1: Television is back on the offensive When it comes to competing for… Continue reading THEME OF THE MONTH: EFFICIENCY

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED

Advertisers — and NBC Universal parent Comcast — will no doubt rejoice. After testing shoppable ads starting back in May, in linear programming including “Today” (Walmart), the French Open (Lacoste), the Tour de France (Zwift) and “Songland” (Roli), NBCU is rolling out the QSR-driven format across its lifestyle and unscripted programming. The ShoppableTV technology, created… Continue reading THEME OF THE MONTH: EFFICIENCY

THINKTV REPORT: VIDEO ADVERTISING HAS MONTH-LONG AFFECTS

New research from marketing science academic Professor Karen Nelson-Field reveals the extent to which video advertising affects consumers’ product choices for up to a month after they are exposed to an ad. The ‘Decay Edition’ of Professor Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, contains a number of findings that are designed to help advertisers and… Continue reading THEME OF THE MONTH: EFFICIENCY

TWEETING WHILE VIEWING DOESN’T DIMINISH TV ADVERTISING’S REACH AND OFTEN LEADS TO SHOPPING

People watching “social shows” like “Dancing with the Stars” or “The Bachelor” on television and simultaneously sharing their views on Twitter are more likely to be committed to the program and shop online, according to new research from Indiana University’s Kelley School of Business. Marketers have feared that social media distracts viewers from commercials and… Continue reading THEME OF THE MONTH: EFFICIENCY

TARGETED BYRON SHARP, ANYONE?

Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting. Brands and their agencies face a dilemma. On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les… Continue reading THEME OF THE MONTH: EFFICIENCY

DTC BRANDS ARE USHERING IN THE AGE OF INTELLIGENT TV BUYING

Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving… Continue reading THEME OF THE MONTH: EFFICIENCY

SHORT-FORM ADS ARE THIS YEAR’S BIG THING

TV advertisers are starting to turn to short-form ads, which can be as effective as the traditional 30-second spot at far less cost, but marketers and brands need to ensure they are achieving the right objectives and are executing the ads properly. Writing for WARC, Jim Berridge of Phoenix MI, says that short-form ads –… Continue reading THEME OF THE MONTH: EFFICIENCY

TV CAN NOW COMPLETE THE ATTRIBUTION PUZZLE

Once confined to brand and awareness metrics, the world of TV attribution has evolved to measure responses and effectiveness in the same way digital media has for years. Critically, the concept of quantifying offline media’s contribution to a business outcome, no matter where the consumer is in their purchase journey, has realigned the industry’s approach to… Continue reading THEME OF THE MONTH: EFFICIENCY

MARK RITSON: THE MEDIA BATTLE OF THE DECADE WILL BE FOUGHT FOR THE TV SCREEN

Mark Ritson, the Australian university professor and marketing expert, started his European tour in Prague on Monday. He delivered a presentation to the representatives of clients, media agencies and the TV market. His speech ranks among the most interesting presentations on the local marketing scene in the last few years. Ritson came to Prague at the… Continue reading THEME OF THE MONTH: EFFICIENCY

A GOLDEN AGE FOR TELEVISION ADVERTISING

Ignore the doom-mongers, writes Ebiquity’s Dr Nick Pugh – here are five reasons why TV is in rude health. Throughout the infancy, childhood, and teenage years of the digital revolution, the obituary of TV has been written time and again. “It’s too slow”, “It’s not interactive enough”, “it’s a medium of monologue not dialogue, so digital… Continue reading THEME OF THE MONTH: EFFICIENCY

WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA – CONFIDENCE IN TV IS RETURNING

The ad-supported TV industry in Canada is moving fast to provide the data-driven environment that advertisers want, including more defined audience planning and better attribution to prove the value of television buying. The stand-out message from Future TV Advertising Forum 2018 was that Canadian TV has its self-confidence back, with a better product to ‘sell’ to… Continue reading THEME OF THE MONTH: EFFICIENCY

HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for… Continue reading THEME OF THE MONTH: EFFICIENCY

TV AD SPEND APPEARS TO BOOST DIGITAL KPIS FOR AUTO BRANDS

Automakers that increased TV ad spending in the fourth quarter of 2017 saw a statistically significant boost in digital key performance indicators (KPIs), including unique visitors and search. According to a new report from the Video Advertising Bureau that examined 25 domestic and foreign automotive brands, 19 brands had a positive or negative correlation between TV ad spend and website… Continue reading THEME OF THE MONTH: EFFICIENCY

PROFIT ABILITY: THE BUSINESS CASE FOR ADVERTISING

‘Profit Ability’ has, for the first time, quantified the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line. It set out to examine and benchmark all media’s profit-generating performance, with a particular emphasis on uncovering TV advertising’s effects. In brief What emerges is a… Continue reading THEME OF THE MONTH: EFFICIENCY