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.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY
7. 10. 2024Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results. The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide… Continue reading THEME OF THE MONTH: RECESSION
TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT
15. 8. 2024TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement. Newcomers are making waves. Magic Spoon’s “Tastiest Revolution” ad outperformed the Food and Beverage average by 1,633%, proving innovative creative allows… Continue reading THEME OF THE MONTH: RECESSION
STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS
10. 8. 2024Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research. The research comes as advertisers pour money formerly earmarked for broadcast and cable TV into CTV. The IAB this week forecast that spending on CTV… Continue reading THEME OF THE MONTH: RECESSION
INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS
7. 8. 2024Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the… Continue reading THEME OF THE MONTH: RECESSION
WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?
7. 8. 2024TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one. In our high-speed digital world, traditional TV has struggled to compete against other media channels to capture and retain the attention of consumers. However, when it comes… Continue reading THEME OF THE MONTH: RECESSION
BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP
6. 8. 2024Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1. The study, The Sport Dividend: Unlocking Incremental Brand Growth Through Sport Sponsorship, revealed that a range of activations associated with sport sponsorship, from advertising to digital… Continue reading THEME OF THE MONTH: RECESSION
WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER
2. 8. 2024Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising. TV viewership has changed more in the past decade than in the last thirty years combined. While linear TV still boasts massive audiences, streaming platforms are rapidly gaining… Continue reading THEME OF THE MONTH: RECESSION
HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES
1. 8. 2024A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition? This summer, it’s not only the players and competitors who’ll be hoping to win big at Euro 24 and the Summer Olympics in Paris. Brands will… Continue reading THEME OF THE MONTH: RECESSION
HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS
29. 7. 2024As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading THEME OF THE MONTH: RECESSION
KIM PORTRATE: DOES INVESTING IN OOH AT THE EXPENSE OF TV MAKE CAMPAIGNS LESS EFFECTIVE?
29. 7. 2024Before you start switching up channel investment in your media mix, make sure you have all the facts. If not, you could be jeopardising the effectiveness of your campaigns, explains Kim Portrate, CEO, ThinkTV. Cathy O’Connor’s comments that out-of-home revenue is set to grow at the expense of TV should send shivers up the spines… Continue reading THEME OF THE MONTH: RECESSION
A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND
24. 7. 2024Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one. “Go for gold with advertising that has a passion for sport, entertains and inspires audiences, and draws attention to your… Continue reading THEME OF THE MONTH: RECESSION
OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS
22. 7. 2024The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience. What makes the Olympics… Continue reading THEME OF THE MONTH: RECESSION
