In November, we celebrate World Television Day. This year is dedicated to the power of ATTENTION and highlights the growing importance of attention as a benchmark for advertisers. The idea is encapsulated in the new TV spot that accompanies World Television Day each year.
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.
We’ve also prepared the latest article in ScreenVoice magazine on the topic of attention. It features a selection of ads that have performed excellently in terms of capturing the attention of the audience.
PREVIOUS THEMES OF THE MONTH
More articles about this topic
KAREN NELSON-FIELD: MEDIA PLACEMENT IS CRUCIAL FOR ATTENTION
22. 4. 2024The type of media platform an ad appears on influences attention to the ad more than the creative, said Karen Nelson-Field at the OmniConnect meeting. Attention strategies will be tailored to the requirements of the campaign and become more important than time of view. The length of time an ad is viewed is currently considered… Continue reading THEME OF THE MONTH: ATTENTION
ADC CZECH CREATIVE AWARDS PUBLISHES SHORTLISTS
22. 4. 2024The ADC Czech Creative Awards has announced its finalists. There are 120 works on the shortlist. The ADC Czech Creative Awards competition has published the shortlists. Out of a record 274 entries, 120 works made it to the final round. The highest scoring category was the “film” category – Advertising Film: Medium Format (16-60″), Film… Continue reading THEME OF THE MONTH: ATTENTION
CZECH REPUBLIC WILL LIVE FOR HOCKEY, PARTNERS LAUNCH CAMPAIGNS
19. 4. 2024The partners of the Ice Hockey World Championship and the national ice hockey teams are starting their campaigns. In a couple of weeks, on 10 May, the Ice Hockey World Championship will start, which this year will take place in Prague and Ostrava. The official partners of the championship or the national team have prepared… Continue reading THEME OF THE MONTH: ATTENTION
TRENDS IN THE COMPLEX TV ADVERTISING ECOSYSTEM IN THE USA AND EUROPE BASED ON THE ALTMAN SOLON STUDY
12. 4. 2024The findings of Altman Solon’s 2023 analysis show that 69% of distributors in Europe (pay TV, traditional broadcasters, streaming platforms) prefer to invest in cross-platform measurement tools, marketers increasingly rely on in-house creative development and media buying, and ad agencies consider impressions and impressions as the most important metric for success when buying TV advertising.… Continue reading THEME OF THE MONTH: ATTENTION
STUDY UK: WHAT BRITS WANT FROM BRANDS: GOOD DEALS AND REWARDS
9. 4. 2024There has been a sharp rise in the proportion of consumers who feel that being rewarded for loyalty is an important way for brands to help support society during difficult economic times. That’s according to new research* from Hall & Partners which finds 52% of Brits feel this way; that compares with just 17% of… Continue reading THEME OF THE MONTH: ATTENTION
YOUTHFUL AND TO THE POINT. HOW TO CREATE AN AD FOR GEN Z
8. 4. 2024Generation Z has one foot in the working age. They make up 40 percent of the consumer population and brands should not underestimate them in their communications. The MAM editorial team explored the attitudes of young people towards advertising in the latest issue of MAM 15/2024. Generation Z expects authenticity from brands. Forget conventional advertising… Continue reading THEME OF THE MONTH: ATTENTION
SURVEY: CTV IS MOST EFFECTIVE DIGITAL AD CHANNEL
31. 3. 2024A 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: ATTENTION
STUDY UK: BRITS STICK WITH LIVE TV, FOR NOW
30. 3. 2024Media habits are changing but nearly two-thirds (64%) of Britons’ TV viewing time remains spent on live TV, with online streaming (36%) some way behind, according to a new study. GWI’s 2024 Global Media Landscape Report says hits like BBC’s The Traitors demonstrate TV’s durability, but cautions that, “as with any form of consumption, appetite is always… Continue reading THEME OF THE MONTH: ATTENTION
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading THEME OF THE MONTH: ATTENTION
SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING
27. 3. 2024DirecTV 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: ATTENTION
MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER
27. 3. 2024Aldi 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: ATTENTION
THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
27. 3. 2024Attention, 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: ATTENTION
