THEME OF THE MONTH: ATTENTION

COMMUNICATION SUMMIT: ADVERTISING IS THREATENED BY CREATIVE LAZINESS; WE MUST NOT GIVE UP ON THINKING

Generative AI tools speed up content creation and save time, but there is a risk that they will lead to uniformity in output and a decline in critical thinking. At this year’s Communication Summit, there was a discussion on how to use AI as an assistant, rather than as an autopilot for marketing communications. Artificial… Continue reading THEME OF THE MONTH: ATTENTION

WHEN A SMALL BRAND REACHES HALF THE NATION: WHAT DID THE TEST OF THREE CAMPAIGNS FROM THE ICE HOCKEY WORLD CHAMPIONSHIPS REVEAL?

The research agency Behavio tested three ad campaigns that ran during the 2026 World Cup to find out what viewers actually took away from the adverts. The third period, the score is level, and then comes the ad break. At that moment, hundreds of thousands of people are sitting in front of their screens, not… Continue reading THEME OF THE MONTH: ATTENTION

THE WORLD CUP WILL CAPTURE YOUNGER CONSUMERS’ ATTENTION AND BUDGETS

Many companies are betting on the World Cup to capture consumers’ attention, build awareness, and drive spending. Target last week kicked off its Summer Goals Tour, featuring interactive games, brand experiences, giveaways, and exclusive products across four host-market cities. Adidas is using the event to deepen its relationship with Nordstrom. The sportswear brand launched the “adidas at… Continue reading THEME OF THE MONTH: ATTENTION

FORUM MEDIA WILL BRING IN EXPERTS IN MORE THAN JUST DIGITAL MARKETING

The world of marketing is on the cusp of a fundamental transformation. Brands have long since ceased to compete merely for customers’ attention; increasingly, they are also vying for trust, cultural relevance and the ability to thrive in a world dominated by algorithms, platforms and artificial intelligence. These topics will also be addressed at this… Continue reading THEME OF THE MONTH: ATTENTION

FAST GOES MAINSTREAM AS EUROPEAN VIEWERS EMBRACE FREE STREAMING, RAKUTEN TV SAYS

Free ad-supported streaming television (FAST) is moving firmly into the mainstream across Europe, according to new research from Rakuten TV Enterprise. The study, titled The FAST Advantage, found that 73.7% of viewers use FAST services daily or several times a week, while 80.1% now regard FAST as either a primary way to watch television or an… Continue reading THEME OF THE MONTH: ATTENTION

FERMATO IS HEADING TO TELEVISION. IN ITS FIRST MAJOR BRAND CAMPAIGN, IT IS FOCUSING ON ITS OWN LANGUAGE AND A SUMMER ATMOSPHERE

The Czech brand FerMato is launching its first television brand campaign. It focuses primarily on promoting its flagship product – fermented dressings. The campaign will run from June on the Prima group’s channels and is based on a simple concept that plays on wordplay, a summer atmosphere and the personal involvement of the brand’s founder.… Continue reading THEME OF THE MONTH: ATTENTION

DON’T WAIT UNTIL YOU NEED IT TO BUILD YOUR BRAND. FOOTSHOP HAS SHARED DETAILS OF ITS CORPORATE CRISIS

After years of focusing heavily on performance marketing, Footshop has recently begun to fundamentally change its approach to branding. Internal data and research showed that brand awareness was significantly lower than the company had originally anticipated, leading to a re-evaluation of its marketing strategy and an increase in investment in brand building. This was discussed… Continue reading THEME OF THE MONTH: ATTENTION

APPLE SPENDS THE MOST, BUT OTHERS ARE GRABBING THE LIMELIGHT. WHAT DETERMINES A VIEWER’S VALUE?

The highest investment in content does not automatically translate into the greatest audience attention. At the same time, streaming platforms are beginning to shift their perspective on their most valuable customers. Viewers who watch adverts and spend more time engaging with content are becoming increasingly valuable. Content comes at a high price. However,not every media… Continue reading THEME OF THE MONTH: ATTENTION

ADVERTISING SPEND IN THE TOBACCO SECTOR HAS RISEN SIGNIFICANTLY AND UNDERGONE A TRANSFORMATION

AdIntel’s advertising expenditure monitoring tracks changes among the largest advertisers in the tobacco products category over the last ten years. Advertising investment in the tobacco products and smokers’ accessories category has risen significantly over the last ten years. Whilst it stood at CZK 16 million in 2015 and subsequently fell, by 2024 it had reached… Continue reading THEME OF THE MONTH: ATTENTION

NOVA FOLLOWS IN PRIMA’S FOOTSTEPS. SKIPPING ADS WILL NO LONGER BE POSSIBLE ON ITS CHANNELS EITHER

From autumn onwards, it will no longer be possible to skip ad breaks on Nova Group channels. TV Nova is including this requirement in its new terms and conditions with operators who offer catch-up services on their pay-TV platforms. This has been confirmed to Lupě by the broadcaster and also by some of the operators… Continue reading THEME OF THE MONTH: ATTENTION

STUDY FINDS GROWING ACCEPTANCE OF ADVERTISING ON STREAMING PLATFORMS

Consumers are becoming increasingly receptive to advertising-funded streaming services, according to new research published by German public broadcaster ARD’s Research Service. According to the report, advertising-based video-on-demand (AVOD) platforms are gaining popularity compared with paid subscription services that offer ad-free viewing. Acceptance of advertising in streaming environments depends largely on how intrusive adverts are perceived… Continue reading THEME OF THE MONTH: ATTENTION

THE FACE OF THE ADVERT IS RADKO GUDAS FROM THE KAUFLAND ADVERTS, AND THE MASCOT IS THE PURINA CAT

The Czech love of ice hockey has, for the first time, had a significant impact on advertising ratings, which have been dominated by actors for the past nine years. The highest-rated personality in advertising was ice hockey player Radko Gudas, whilst last year’s best mascot was Gourmet from the Purina advert. Based on research data… Continue reading THEME OF THE MONTH: ATTENTION