THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them. Easter… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, “funny” ads have become the norm at this point – especially this past year, when 72% of Big Game… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1. System1 analysed 1,000 randomly selected adverts from the last three years to assess whether they contained environmental messages and how these were being communicated. The analysis found that across System1’s ad testing metrics, ads… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

Christmas advertising has changed over the years and Santa Claus has been replaced by strange and somewhat unusual heroes...

TARGETING TESTOSTERONE? TV AD MUSIC MORE LIKELY TO APPEAL TO MEN

Popular TV ads are more likely to license music that appeals to men instead of women, according to a new study from Songtradr. AI sonic analysis technology from Songtradr examined the top 50 TV ads with licensed songs this year (by household TV ad impressions, per iSpot), and found the average music selection skewed toward music that men are… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES

Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.  That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS

The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different – still living – languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS

Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory. Commercial noise is all around us. Pressure on people’s attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TELEVISION ADVERTISING IN MALAYSIA: A SIMPLE PRESENTATION BUT A POWERFUL, EMOTIONAL STORY

Malaysia, with its multicultural environment and ethnic diversity, is a uniquely cosmopolitan country that manages to bring together diverse communities through shared forms of art and culture. All Malaysians place great emphasis on the values associated with the Malaysian lifestyle and therefore celebrate all festivals exuberantly. For example, the Hari Raya holiday could easily be… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour. As one part of the study, research agency Neuro-Insight explored whether the duration of TV ads within their databank influenced both LTME and the emotional impact achieved.  This… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING

German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad.

BRANDS NEED TO MARRY HUMOUR AND PURPOSE

System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose. While just one award fitted the purpose-driven description, over half the winners (52%) of Cannes Film Lions in 2023 were intentionally funny, up from 43% last year. But the same… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

COMING UP WITH A TV AD BASED ON A JOKE IS NOT EASY. THE MARKETING BATTLE IS FOUGHT OVER THE BEST POSSIBLE PUNCHLINE

The first of July is the International Day of Jokes, so we hope you didn't forget to have a good laugh this past weekend. If you didn't, maybe you will smile with one of the ads that are universally appreciated for their ingenious, witty and well-constructed punchlines.

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: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

HOW ATTENTION AND EMOTION COMBINE TO DRIVE EFFECTIVENESS

Without attention, ads cannot have an emotional impact, and without emotion, marketers are unlikely to build brands for the long term, new research from the Ad Council Australia, Amplified Intelligence and System1 has found. This analysis drew on a sample of 39 Australian Effie case studies, bolstered with campaign data from the Ad Council Australia.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

GREASE CELEBRATES FORTY-FIVE YEARS. HOW HAS THE ICONIC MUSICAL MADE ITS MARK IN THE HISTORY OF TV ADVERTISING AND WHAT DOES THE FUTURE HOLD?

On June 16, the American musical Grease will celebrate the 45th anniversary of its theatrical release. What is the legacy of Grease in the marketing world?

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: EMOTIONS IN ADVERTISING

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains. Brands today face the combined threats of high inflation, increasing advertising costs and limited business investment – but marketers still have weapons in their armoury to fight back. In a new series… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

NOSTALGIA MARKETING AND THE CORONATION

Brands jumping on the King Charles III coronation bandwagon are often tapping into a sense of nostalgia around the institution of monarchy, but they should be aware that not everyone shares that feeling and they could alienate consumers as much as engage them.  The power of nostalgia  Research* from insights agency Hall & Partners finds… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

SUCCESSFUL USE OF MUSIC IN ADS

From the latest chart-topping hits from Taylor Swift and Beyoncé to classic rock songs of the 1980s and 90s to jazzy Frank Sinatra tunes and soothing Beatles melodies, there are many songs that make a lasting mark on us. In many ways, music influences culture and vice versa. So it’s no surprise that advertisers tap… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV ADS PRODUCE GREATER EFFECTS ON ADDRESSABLE AUDIENCES

TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences, new research claims.

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?

WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE

If brands want to cut through the noise of an ever-busier media landscape, their content needs to make an emotional connection with the audience Why TV advertising needs to inspire if it’s to resonate “Emotion in ads is more important than it’s ever been,” said Vicky Handley, brand and communications lead at Lloyd Banking Group.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

We live in a world where we are constantly under attack from all directions with advertising messages. The consequence of this is a loss of trust in various forms of marketing, but the losers are mainly online and social media marketing. By contrast, traditional media - and television among them - continue to enjoy a high degree of user and consumer trust. Trust is still a highly sought-after commodity, but paradoxically it is more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it.

CZECHS LIKE ACTORS THE MOST OUT OF FAMOUS PERSONALITIES IN ADVERTISING

In terms of famous personalities in advertising, the Czechs most appreciate long-term cooperation, natural and persuasive speech or appropriate industry. Czechs are not very enthusiastic about advertising with famous personalities. Just under half (45%) acknowledge that some are good, 30% think that few are good, a tenth do not think any are good at all… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE KING OF CONTROVERSY OLIVIERO TOSCANI

The series of advertising creators, which we are presenting to mark the sixth anniversary of AKTV, presents important authors in the advertising sphere. Today, you will read about an inspiring creative who was not afraid to break boundaries and enriched the advertising field with many non-advertising topics. It’s Oliviero Toscani. Toscani was born on 28… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

BRANDS CAN BE A FORCE FOR GOOD

Most consumers believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time, according to research from Ipsos. Further, almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more. These are among the findings… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

Attention is a concept that is used in the marketing world today and every day. The ability to capture the viewer's attention is the cornerstone of success if you want to build a brand and stay ahead of the competition. One way to grab attention is to shock.

THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.

MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER

How should brands behave during a recession to get their company out of it in the best shape possible? Watch "Ritson on recession" webinar.

PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS

Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year. Data from iSpot’s Creative Assessment survey reveals pet-centric ads were a hit, with Chewy.com, PetSmart and Chevy’s cat-focused “Walter in Winter” all among the top 10 by likeability score. Additionally: Also… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

KIM PORTRATE ON CREATIVITY IN 2023

If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter. Even if we dodge a full-blown recession,… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

BABY JESUS OR SANTA CLAUS? HOW CZECH CHRISTMAS ADS DIFFER FROM FOREIGN ADVERTISING

Advent marks the beginning of a period when advertisers’ budgets are releasing larger sums of money into TV marketing. This is driven not only by the desire to thank their customers and wish them a prosperous new year, but also by the motivation to catch up with sales targets in the fourth quarter. According to… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TYPICALLY CZECH CHRISTMAS. IN THE CZECH REPUBLIC, HOLIDAY ADVERTISING IS HANDLED DIFFERENTLY, THE CREATORS ARE NOT AFRAID OF CONTROVERSIAL HUMOUR OR SERIOUS MESSAGES

Czech Christmas ads are a category in themselves. Emotions, traditions, family comfort, but also humour are inherent to them. Despite the appearance that Czech Christmas commercials mostly want to entertain, it would be shortsighted not to give them a more important message in many cases.

WHY E-COMMERCE MARKETERS SHOULD EXPERIMENT WITH FORMATS & WORK WITH CREATIVE PARTNERS

TV advertising has returned as a desirable marketing format post-pandemic. New research from Thinkbox shares why it’s proving so successful, its cost efficiency and how marketers can embrace this change. With the pandemic exacerbating the rise of e-commerce, online businesses are increasingly turning to TV to scale up their growth. As part of The Drum’s Evolution… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CHRISTMAS TV ADS 2022

Thinkbox made a list, checked it twice, and created a gallery to fulfil your Christmas ad wishes. The creativity workshops have been hard at work this year and there are some real treats on our TV screens. With cuddly toy offerings from M&S and Lidl, a visit from everyone’s favourite Elf in Asda, the joys… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CANADA STUDY: INSPIRATION FOR BUYING CHRISTMAS PRESENTS IS DELIVERD FROM TV ADS

Recent research realized by Cint has confirmed that 89% of people pay attention to Christmas adverts on TV, and a large nr of people also take inspiration from these adverts to buy Christmas presents. Cint surveyed a sample of 300 respondents on attitudes towards Christmas advertising. The research confirmed that TV advertising is the second… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHY MARKETERS NEED TO OPTIMISE MEDIA INVESTMENT IN THE COST-OF-LIVING CRISIS

The cost-of-living crisis presents marketers with perhaps an even bigger challenge than the pandemic. They will need to optimise media investment, writes Azerion’s Paul Lowrey. Marketers have certainly had their work cut out negotiating the ups and downs of the past two years, but arguably we’re now entering the biggest challenge the industry has faced.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE FESTIVE SEASON IN BRITISH RETAIL GOT OFF TO AN EARLY START THIS YEAR

It´s Christmass already knocking on the door and the holiday season in british retail has started early this year. The cost of living crisis is forcing struggling shoppers to spread their Christmas shopping over a longer period and supermarkets are responding by deploying festive campaigns earlier. In the traditional bastion of Christmas advertising, Britain, supermarkets… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

PRIMA WILL AGAIN PRESENT A COMEDY AT HOME ON CHRISTMAS EVE

The Christmas broadcast of television Prima is based on traditional programmes, on Christmas eve it will broadcast a comedy alone at home. Prima Television will again broadcast the comedy Home Alone on Christmas Eve this year, followed by the romantic film Always Together. The evening will be rounded off by the comedy Mothers on the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

NOVA DEPLOYS THREE PEANUTS FOR CINDERELLA, VOYO KING OF ŠUMAVA AT CHRISTMAS

The main Christmas fairy tale on TV Nova will be the fairy tale Three nuts for Cinderella. the video platform Voyo will premiere the miniseries King of Šumava. The fairy tale Three Nuts for Cinderella with Libuša Šafránková will be broadcast this Christmas Eve at 20:20 on TV Nova. In addition to the Czechoslovak classic,… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study – a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.

PRIMA WANTS TO INCREASE MARKET SHARE WITH AUTUMN SCHEME

New shows in the autumn schedule of TV Prima’s main channel should contribute to a further increase in the Prima Group’s share of the TV market, believes CEO Marek Singer. Three new prime-time series or a new entertainment show will appear on the Prima Group’s main channel this autumn. Among the new series, there is… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity. Rising energy bills, sky-high inflation rates… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

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.

‘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: EMOTIONS IN ADVERTISING

HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE

Stategists may be known for their intellectual chops but the very best use empathy in several different ways in order to build deeper, better communications, writes We Are Social CSO Harvey Cossell. For time immemorial strategists have been seen as the smart ones, the bright ones, the intelligent ones. And as I heard in one… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

BRING ON THE TECHNICOLOUR!

There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience –… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

One-third of ads use some form of humour and those that do are more effective. An overview of humour in advertising: Humour is used more often in TV (37%) and YouTube (30%) advertising but is less popular in print/outdoor (15%) and website ads (12%). One-third of ads use some form of humour and those that… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE PSYCHOLOGY OF MARKETING TO THE HYPER-STRESSED

Many consumers no longer have the same cognitive resources for decision-making. For two years, consumers in the U.S. have been struggling to adapt to a new normal, whatever that may mean. The result has been massive stress. A March 2021 survey by the American Psychological Association that showed Americans were more stressed than ever before. Almost… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CREATIVE ADVERTISING IS IN CRISIS

The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago. When I joined a brand consultancy 10 years ago, coming fresh from a finance-focused business undergrad, two things became clear to me, really fast: This stuff is… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob. The cultural pendulum swings back and forth, that which was neglected comes to the fore. As clients and agencies look to get ahead of the dramatic changes… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind  Christmas. Is there any… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

UP TO 9 MILLION CZECHS WATCH TV AT CHRISTMAS. FAIRY TALES PREVAIL

The time spent with TV screens on Christmas Eve is growing up to more than six hours a day. 8.7 million Czechs switch on their TV at least once during the Christmas holidays. On average, they spend watching TV over 5.5 hours a day. “This year will most likely be no exception and the Christmas holidays will… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CHRISTMAS IS AROUND THE CORNER, HOW TO TUNE IN? TOP 7 CHRISTMAS ANIMATED COMEDIES!

Christmas is around the corner, so it’s time to tune in to Christmas movies. To make sure they’re not just any comedies, Óčko has selected seven of the best animated comedies that have the spirit of Christmas in them. Grinch The story is about a green Grinch who hates Christmas and who decides to steal… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV ADVERTS THAT HAVE SHAPED CHRISTMAS. RANGING FROM CHOCOLATE BELLS TO ELTON JOHN’S RETROSPECTIVE, THEY HAVE CHANGED THE VIEW OF THE HOLIDAYS OF GENEROSITY AND MUTUALITY

What ingredients must an iconic Christmas ad contain? Why is Christmas such a significant event in the TV world to basically form an advertising category per se? Europeans have a clear idea – they want to spend their Christmas holidays in mutual proximity.

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: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES

Emotional advertising connects brands with audiences in a personal, human way. It’s a technique that dates back years, but has been used a significant amount over the past couple of years, particularly during the pandemic. In this article, you will learn what emotional advertising is, plus our top emotional marketing strategies, how they work, and… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION

Consumers choose brands for many reasons. One important reason is how a specific brand makes them feel about themselves. Since the best way to leverage that emotional element in connecting with consumers is by combining sight, sound and motion through video, it’s no surprise that so many big brands choose TV advertising as the backbone of… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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: EMOTIONS IN ADVERTISING

COMMUNICATION SUMMIT: POSITIVE EMOTIONS IN ADVERTISING WORK

Emotions in advertising were discussed at this year’s Communication Summit conference. Emotions and creativity form the basic premise for ads to make their presence felt in a crowded environment. Stronger emotions are successfully evoked in advertising, according to extensive global research by Kantar, which the agency has documented in the growing spontaneous emotional response over the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHY MOST ADS PROVE FRUITLESS AND ONLY SOME OF THEM STICK IN THE MEMORY

As potential consumers, we are exposed to several thousand advertising messages every day. Some of them try to appeal to our reason, others to our emotions. In any case, the aim of advertising is to sell and build brand awareness. Psychologist Jan Urban explains which type of advertising is more effective and why. The answer… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

During the first coronavirus lockdown, the consumption of television and online streaming content soared. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the month of April – a year-on-year rise of almost a third. The average UK… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

ADVERTISING OUT OF CV-19

How will the advertising out of covid look like?  The bellow summarized questions are answered in document Advertising-out-of-COVID-19.pdf. What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHY EMOTIONS IN ADVERTISING ARE THE KEY TO SUCCESS

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TV ADVERTISING ISN’T DEAD, IT’S EVOLVING

The back-to-school season this year was also the back-to-TV season for department stores. The top brands in the category spent $247.8 million from July 1 to Aug. 31, according to iSpot. That’s a 9.3% jump over the same period last year. Indeed, a new study from Adobe, CMO.com’s parent company, which surveyed 1,000 U.S. TV buyers, found… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

KEY MEDIA ALLIANCES CELEBRATE THE TRUSTWORTHINESS OF TV ON THE OCCASION OF WORLD TELEVISION DAY

The European Broadcasting Union (EBU), the Association of Commercial Television in Europe (ACT) and egta, the association of television and radio sales houses are celebrating the trustworthiness of television on the occasion of World Television Day (21 November), as declared by the United Nations. This year again, the three organisations have produced a 30-second video clip emphasising the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING

On the occasion of World Television Day, TV broadcasters and trade bodies from around the world have joined together for the first time to release global figures demonstrating TV’s resilience and strength as an advertising medium, with the recently formed Global TV Group a new unified voice for TV. ‘The Global TV Deck’ features figures from an initial… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING