THEME OF THE MONTH: RECESSION

In November, we celebrate World Television Day, dedicated to the theme of ATTENTION this year and highlighting the growing importance of attention also for advertisers. See the idea of this year celebrations in the new TV spot that accompanies World Television Day in 2022.

According to research by Group M, 66% of respondents said they are seeing significantly more advertising these days. A full 53% of respondents feel that ads are repeated too often and 35% of respondents often see ads that are completely irrelevant to them. Research also shows that the attention paid to advertising on social media and the attention paid to advertising on TV is not the same.

The Track the Success study and Karen Nelson-Field’s research reveal that television is the leading medium in terms of audience retention. Attention is therefore a topic that advertisers should pay close attention to if they want their brand to achieve its goals. Inspiration on how to achieve success and what to focus on in advertising from an attention perspective can also be found in the selection below.

On the topic of attention, we’ve also produced the latest article in ScreenVoice magazine, which also features a selection of ads that have stood up well in terms of capturing the attention of the audience.

MORE ARTICLES ABOUT THIS TOPIC

KIM PORTRATE: TV OFFERS A BEACON OF STABILITY IN A TIME OF TECHNOLOGICAL TURBULENCE

15. 7. 2024

Between impending privacy changes, the deprecation of cookies and the impact of AI, digital advertising is heading into a future more unpredictable than ever before. Amid all the turbulence, TV offers stability, brand safety and a reliable return on investment, despite market-wide disruption, says Kim Portrate, CEO at ThinkTV. There’s never a dull moment in… Continue reading THEME OF THE MONTH: RECESSION

LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME

13. 7. 2024

Both brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet. Brands that try to combine brand advertising with performance are at risk of “getting in people’s way” and detracting from the job to be done, says Adam&eveDDB group… Continue reading THEME OF THE MONTH: RECESSION

BAUHAUS, BIRELL AND MASTERCARD REACH THE CZECHS WITH THEIR ADVERTISING

2. 7. 2024

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

EFFIE ADVERTISING EFFECTIVENESS COMPETITION HAS OPENED APPLICATIONS

28. 6. 2024

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

STUDY UK: TRUST IN ADVERTISING IS ON THE RISE

19. 6. 2024

For the first time in a decade, advertising is no longer the UK’s least trusted industry, as new research* from advertising industry think tank Credos shows it overtaking government and media. Dan Wilks, Director of Credos, outlines three reasons why trust is so important: “Firstly, when it comes to results, trust in brands and trust… Continue reading THEME OF THE MONTH: RECESSION

MULTIPLATFORM TV & AUDIO COMPANIES UNITE AROUND FIVE PRIORITIES AS KEYS TO SUCCESS IN TOMORROW’S MEDIA LANDSCAPE

17. 6. 2024

New Industry Charter outlines the collective ambition and joint commitments of multiplatform TV & audio businesses worldwide. egta, the international trade body for multiplatform TV and audio businesses, proudly announces the launch of its Industry Charter, marking a significant milestone in its 50-year history. Unanimously adopted by over 180 companies across more than 40 markets,… Continue reading THEME OF THE MONTH: RECESSION

FOCUS ON MARKETING EFFECTIVENESS DECLINES, ACCORDING TO NEW STUDY

17. 6. 2024

The recent “Language of Effectiveness 2024” survey by Marketing Week and Kantar reveals a significant change in companies’ focus on marketing effectiveness. The study, which surveyed more than 1,200 marketers, shows a significant decline in the prioritization of marketing effectiveness. Only 53.4 percent of respondents believe attention to effectiveness has increased over the past three… Continue reading THEME OF THE MONTH: RECESSION

STUDY AUSTRALIA: THINK TWICE BEFORE ABANDONING LINEAR TV: THREE-YEAR STUDY SHOWS ADVERTISERS SWAPPING OUT FOR VIDEO GO BACKWARDS

26. 5. 2024

An analysis of more than 500 Australian brands spanning three years found that most advertisers who jumped ship to VOD lost market share. What does this mean for advertisers as linear TV audiences decline? Especially those that have almost entirely swapped linear for VOD over the last year thinking it will do the job. Risky… Continue reading THEME OF THE MONTH: RECESSION

LUCKY SEVEN: THE 7 BIGGEST MARKETING OPPORTUNITIES FOR TV ADVERTISING

29. 4. 2024

Television advertising still has the highest effectiveness and the highest attention span, and during seasonal events the effect of television advertising reaches into the sky. These are the most meaningful activities as television viewing is still at its peak of popularity, as research shows.

HOW LONG DO THE PROFITS FROM ADVERTISING TAKE TO MATERIALISE?

24. 4. 2024

Advertising has an average short-term profit ROI of £1.87 per pound invested which increases to £4.11 when sustained effects are included; a major new study concludes that 58% of advertising’s total profit generation happens after the first 13 weeks. Context  Profit Ability 2: the new business case for advertising*, commissioned by TV industry body Thinkbox, is an… Continue reading THEME OF THE MONTH: RECESSION

MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING

18. 4. 2024

Television continues to appeal to a large number of viewers today, stirring emotions, offering the highest efficiency and return on investment, maximum attention and trust. This is not the only reason why it remains a highly effective, important and often key element of the media mix.

THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS

14. 4. 2024

The numbers are clear. The undefeated queen of home entertainment is still television. Modern technology may be exciting, but it hasn't dethroned television. Why? Read our summary to find out what aces today's TV has up its sleeve.