THEME OF THE MONTH: BACK TO SCHOOL

1. 8. 2022
THEME OF THE MONTH: BACK TO SCHOOL
Although summer is considered a low season in media terminology, according to Nielsen Atmosphere research, a large proportion of viewers (66%) watch media during the holidays as often as during the rest of the year. More than a fifth of at least occasional summer media consumers prefer live TV in the summer, dominated by the oldest age group 55 and over (37%) over all others. So even in the summer, advertising on TV for selected segments has the opportunity to reach its audience and can be included in the brand’s media mix.
In the middle of August, summer is inevitably coming to an end, and students and parents of small school children are approaching the time of returning to school. Therefore it is necessary to check the school bags and to sharpen crayons in the pencil case. The so-called back to school advertising is one of those specific categories that begin to appear on the screen in the second half of summer. In ScreenVoice magazine, you can read which brands took their back to school advertising unconventionally and which, on the other hand, belong to the constants of this period.

More articles about this topic

STORYTELLING EXPERT FRANK ROSE ON NARRATIVE THINKING IN A DIGITAL AGE

8. 8. 2022

Technology has turned the whole world into storytellers by giving us new means and new motives to share our tales. Journalist and author Frank Rose discusses how stories shape our reality and how to navigate narratives in a digital world. Frank Rose has been telling stories professionally his whole life. He has written about New… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE

5. 8. 2022

Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands. “You do realise that this is fantastically untrendy research?” I explained to the team from Savanta, when they approached me to give the launch speech for their 2022 Most Loved Brand Award. “To… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

I’LL HUFF, AND I’LL PUFF, AND I’LL… BOOST AD EFFECTIVENESS

30. 7. 2022

Think of the most enduring folktales to have been passed down through generations. Fables such as The Three Little Pigs, Goldilocks and the Three Bears and Billy Goats Gruff. What do all these stories have in common? The answer? They set an expectation, repeat this expectation and then finally, break it. Indeed, a 2009 study by Jeffrey… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

STUDY EU: CTV VIEWERS EMBRACE AD-SUPPORTED PLATFORMS

29. 7. 2022

Connected television (CTV) viewers in six European countries –- including France, Germany and the UK –- use an average of 3.5 streaming platforms, with over a third utilizing ad-supported services. These findings came from a survey by FreeWheel, an ad-focused unit of media giant Comcast, and Happydemics, the research firm, of connected TV audiences in France, Germany,… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS

27. 7. 2022

As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022

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: BACK TO SCHOOL

HOW TO REACH CONSUMERS WATCHING BOTH LINEAR AND STREAMING TV

26. 7. 2022

Using connected TV to go after cord-cutters is only part of the story Ask most ad buyers about the advantage of using connected TV (CTV) to achieve “incremental reach” and they’re likely to tell you that it’s all about cord-cutters — reaching those people who will never be reached on linear TV. What they don’t… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

25. 7. 2022

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.

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022

WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

IS THERE A CRISIS COMING? LET THE COMMERCIALS RUN!

21. 7. 2022

Want more market share? Arm yourself with patience and do nothing at all with your marketing budget. Because during a recession, all you have to do is just hang in there and your brand will grow. Why is that? When the recession hits and others start cutting their advertising budgets, your share of voice (SOV)… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

STUDY USA: NEARLY HALF OF ADULTS WATCH VIDEO ON A CONNECTED TV EACH DAY

20. 7. 2022

87% of U.S. TV households have at least one connected TV device according to LRG. New consumer research from Leichtman Research Group, Inc. (LRG) highlights the importance of connected TV devices in the TV landscape, with 46% of all American adults watching video each day on a connected TV device and 87% of U.S. TV… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

RESEARCH UK: CONSUMERS USING SAVINGS TO COVER MEDIA SUBS

18. 7. 2022

Almost a third (29 per cent) of individuals have struggled to pay for their media subscription services since the start of 2022, with people needing to borrow money or use savings to pay their bills according to KPMG research. The survey of UK consumers conducted by OnePoll found that 15 per cent have missed or defaulted… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING

18. 7. 2022

Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments. While history is full of competing brands, few compare to the battles between beverage giants Pepsi and Coca-Cola that began in the century before last and have… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING

15. 7. 2022

Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad Finecast, a leading addressable TV provider, has today announced the results of its research into the role of attention across TV advertising, which shows that the platform on which an ad… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

12. 7. 2022

As humans, we have a natural urge for instant gratification –- the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

REPORT USA: THE OPTIMAL TV/STREAMING AD BALANCE

11. 7. 2022

The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser, recommends that advertisers allocate 20 per cent to 30 per cent of their premium video budget towards streaming, and the rest to traditional TV. “The TV advertising landscape is incredibly complex now, and there are more players in the space than ever,” said Marcien Jenckes,… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

DEMYSTIFYING CTV IN THE UK

5. 7. 2022

Thinkbox’s Matt Hill examines the world of CTV and explores why the UK is a hard market to crack. There’s a lot happening in the world of CTV. A lot of stories, stats, and forecasts. With so much noise it can be hard to pick out the tune. And this is a shame because CTV… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TV 360: WHY MARKETERS SHOULD COMBINE LINEAR TV AND CTV

5. 7. 2022

The number of cord-cutters has never been higher, and ad spend dedicated to connected TV (CTV) is rising steadily every year. But advertisers shouldn’t discount linear TV just yet. The US counts close to 50 million households with traditional TV services, and in 2021, 61% of US consumers watched linear TV on a weekly basis.… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

3. 7. 2022

While they aren’t a new phenomenon, Coinbase’s SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company’s app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments:… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CREATIVITY IN ADS MATTERS MORE THAN EVER

1. 7. 2022

Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse. That’s because technology’s… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022

Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT

27. 6. 2022

Up to 72% of consumers would choose a brand with a sense of humour over its competitors. However, most advertisers are afraid of being funny. People appreciate a sense of humour, even in brand marketing communications. Funny brands are preferred by 91% of consumers and 72% prefer them over their dry competitors. However, even so,… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

MEDIA INVESTMENTS WERE HIGHER IN MAY, BUT GROWTH SLOWED DOWN

20. 6. 2022

Year-on-year growth in advertising investment in media continued in May, but was lower than in the previous month. The monitored volume of advertising investment in media reached a 7% year-on-year increase in May this year. This also marks the fifth month this year that the advertising market has improved, according to Ad Intel data from… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TV ADVERTISING IS THE MOST TRUSTED BY VIEWERS

18. 6. 2022

The latest Screenforce study was presented as Screenforce Day (24 May 2022). This year it focused on the on the trustworthiness of different moving image channels. The study was presented and developed by the Insight Institute, over 1000 respondents were surveyed online and 30 by phone. Based on the results of the study, Screenforce Switzerland,… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

BYRON SHARP: MARKETERS STILL DON’T UNDERSTAND HOW ADVERTISING WORKS

9. 6. 2022

According to the head of the Ehrenberg-Bass Institute, brands complicate their situation when they can’t draw on their own data and base marketing on impressions. The book How Brands Grow came out about a decade ago, but people in the advertising business are still benefiting from it and still asking its author, Byron Sharp, for… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022

Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY

1. 6. 2022

HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today.

CTV VIEWERS PREFER ADS OVER PAYING MORE FOR CONTENT

1. 6. 2022

A new survey from DeepIntent and LG is reporting that nearly two thirds (64%) of connected TV viewers would prefer to view ads rather than pay more for content. A majority (57%) also said that CTV ads are more relevant than linear TV ads according to a DeepIntent, LG survey. The survey of 2,900 U.S. adults, which… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TV DRIVES SEARCH UPLIFT

1. 6. 2022

The latest Chart of the Month shows the strong relationship between TV exposures and search volume. This chart shows how TV drives an instant impact and is a great platform for creating awareness and driving demand. Google Trends data can help us understand the impact that linear TV had for online property service Boomin by… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

SEX, BRAINS, AND ADVERTISING

26. 5. 2022

At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender –- Sam Peña-Taylor reports. “If the outside world is telling you something about yourself, it’s going to have a profound effect on your behaviour,” explains Gina Rippon, professor… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022

The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHY ADVERTISING WILL NEVER DIE

23. 5. 2022

The ‘advertising is dead’ myth is especially bizarre because advertising has never been more alive. We have never had a wider, more varied array of options and opportunities available in advertising.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022

Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

MONITORING: ADVERTISING INVESTMENTS IN MEDIA ARE GROWING RAPIDLY THIS YEAR

19. 5. 2022

Monitored media advertising investments grew by almost a quarter year-on-year in April. Then for the first four months of 2022 they were up 15 percent, Nielsen Admosphere monitoring shows. Total monitored advertising investments in the media for the first four months of this year are up 15 percent year-on-year, according to AdIntel’s monitoring by Nielsen Admosphere.… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

8. 5. 2022

Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.

STUDY USA: FAMILY CO-VIEWING SURGES AMONG STREAMING AUDIENCES

5. 5. 2022

New Future Today survey finds that 94% of parents have increased co-viewing in the last year. While conventional wisdom holds that the proliferation of screens has produced more siloed viewing, a new survey commissioned by Future Today has found that family co-viewing among streaming audiences is actually increasing. “There is a misperception that the explosion in screens… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CTV BENEFITS FROM COOKIES’ DECLINE

3. 5. 2022

With no reliance on third-party cookies, buyers are turning to CTV as a privacy-safe way to spend ad dollars efficiently and effectively, a new IAB report says.  Context  Digital video adspend is growing fast –- up 49% in 2021 according to the IAB’s 2021 Video Ad Spend and 2022 Outlook report, with another 26% increase forecast for… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING

29. 4. 2022

Traditional advertising is alive, heading for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

29. 4. 2022

In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.  This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

DO NOT DROWN IN MEDIOCRITY

28. 4. 2022

The right brand experience is a competitive advantage for brands, says Jiří Jón. The study entitled State of Brand Experience in the Czech Republic (refer to MAM 14/2022) by Ogilvy Consulting and GroupM showed that local companies should work on the set up of brand experience (BX). Jiří Jón, the head of Ogilvy Consulting and… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

PRIMA LAUNCHES #DON’TSWITCH CAMPAIGN TO LIMIT AD REWINDS

27. 4. 2022

Prima has revealed the shape of the campaign it will launch on TV from Sunday 2 May to limit rewind advertising. The Prima Group is launching the #Don’tRewind (Nepřetáčej) communications campaign from May, explaining to viewers that ad revenue is vital to Prima as a commercial broadcaster. The campaign follows the widespread introduction of restrictions on… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

EGRP CAMPAIGNS HELP INCREASING AFFINITY AND REACH

26. 4. 2022

eGRP campaigns bring greater reach and improved affinity, especially to clients willing to address a younger target group, describes Petr Hatlapatka from Media Club. At the beginning of 2022, the media agency Media Club included a portion of online video space (digital eGRPs) in TV packages, expecting maximisation of reach and improved affinity of campaigns in a selected target… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

HOW TODAY’S TV DRIVES BRANDS?

26. 4. 2022

Do you know how today’s TV drives brands? Egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and ad sales companies to share their views on the many facets of today’s TV. Some aspects are widely recognised, others are yet to be discovered. These key insights are now freely… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CZECH TV GRP VOLUME ALMOST UNCHANGED

25. 4. 2022

For the first quarter of this year, the volume of TV advertising GRPs was almost unchanged compared to the same period last year. The total volume of TV advertising GRPs delivered during the first quarter of this year remained almost at the same level as in the comparable period last year. It was down 0.5%… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE

21. 4. 2022

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: BACK TO SCHOOL

ADVERTISING INVESTMENTS IN MEDIA GREW IN THE FIRST QUARTER

21. 4. 2022

Most media types posted double-digit increases in the first quarter, according to Nielsen Admosphere monitoring.

A BRIGHT FUTURE AWAITS TV ADVERTISERS THAT PUT CONSUMERS FIRST

18. 4. 2022

Those who listen and reframe challenges as opportunities will come out on top The television industry has entered the golden age of everything. Audiences, advertisers and storytellers alike have ample reason to be optimistic. Yet, as an industry, there’s often bickering about the hurdles of what’s holding us back rather than what lies ahead. Instead,… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CRITICS OF CNN PRIMA NEWS SHOULD STEP OUT OF THEIR SOCIAL BUBBLE FROM TIME TO TIME, SAYS THE GROUP’S CEO MAREK SINGER

12. 4. 2022

Marek Singer has been the head of FTV Prima group since 2008. But only after fourteen long years can he be happy that Prima’s channels are catching up with their biggest competitor – the Nova group – in terms of viewership. In certain viewer target groups, they even surpassed Nova in March.  “What seemed impossible… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

HOW TO RESOLVE THE ATTENTION PARADOX

12. 4. 2022

Can attention be both the “North Star to effectiveness” but also “really not how advertising works”? In January Mike Follett of Lumen Research declared 2022 to be the Year of Attention, here in The Media Leader, which was no surprise. Media owners are investing in research and clients are asking lots of questions about it.… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022

Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022

Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.

ADS MOST POWERFUL WITH EXISTING CUSTOMERS

8. 4. 2022

ATTITUDES TO ADVERTISING CONSUMER SENTIMENT NORTH AMERICA (GENERAL REGION) Sixty-one percent of North American shoppers are more likely to continue purchasing a brand they already use in response to ads, versus just 7% who prefer to acquire a new brand or ones they are yet to try after being exposed to these messages. That was… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

AKA: COMMUNICATION INVESTMENTS TO SEE A DOUBLE DIGIT GROWTH THIS YEAR

7. 4. 2022

The Association of Communication Agencies (AKA) expects marketing communication investments to grow by 12% this year. The investment dynamics is going to accelerate compared to previous years. Despite the ongoing presence of Covid-19, the advertising market in the Czech Republic was doing relatively well in 2021. According to data from the Activation Research, which was… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WOLT TO LAUNCH ITS FIRST TV CAMPAIGN

5. 4. 2022

Wolt, the courier service delivering food, launches a campaign “The Joy of Food Delivered” (“Radost z jídla doručena”). Wolt, the Finnish online courier service for the delivery of food and retail goods, has been operating on the Czech market since 2018. Now, it launches a new campaign entitled The Joy of Food Delivered. For the first time, the… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHAT IS TV AND DOES THAT MATTER?

5. 4. 2022

No one normal worries about the definition of TV because they have lives to lead, energy bills to weep over, and hot takes on Will Smith to have. But there is one group who should care about what it means, argues Matt Hill. Apple TV won best picture at the Oscars. You can watch YouTube… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

HOW TO GET LUCKY

5. 4. 2022

What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

GOLDBACH: 70% OF 16 TO 49-YEAR-OLDS IN DACH USE CONNECTED TV

4. 4. 2022

Connected TV has become an integral part of the living room in Germany, Austria and Switzerland (DACH). Above all, the younger target group of 16 to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use an internet-connected TV… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

FOR CTV ADS TO SUCCEED, THINK NEW, NOT OLD

1. 4. 2022

The television industry is in the midst of a slow-yet-inevitable migration from linear delivery to digital… one that will dramatically change the current landscape for advertisers, programmers and viewers alike. For advertisers, this shift to digital is opening up new and better ways of targeting audiences, delivering ads to them and measuring the results. But… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE GROWTH OF TV ADVERTISING DEMAND IN CR CONTINUES

28. 3. 2022

The TV advertising market continues to grow in the early months of this year and increased demand for TV advertising space persists. This is shown both by the available advertising investment monitoring data and by the statements of representatives of the TV market.

ADVERTISING INVESTMENT IN MEDIA TO INCREASE BY 8% IN 2021

24. 3. 2022

The advertising market has recovered from the effects of the covid-19 pandemic and will see an 8% growth in above-the-line media investment in 2021 compared to 2020, according to AdIntel monitoring. Nielsen Ad Intel’s Admosphere monitoring data for 2021 shows that TV was again the strongest media type last year. The entire above-the-line advertising market… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

HOW DID THE WAR IN UKRAINE REWRITE THE RULES OF MARKETING NOT ONLY ON TV SCREENS? SOLIDARITY AND HELPING OUR NEIGHBOURS ARE AT THE FOREFRONT

24. 3. 2022

The military conflict in Ukraine has struck the whole world like a bolt from the blue and has significantly affected the daily lives of hundreds of millions of people. Let us take a closer look at how it influenced the way that companies advertise.

BRING ON THE TECHNICOLOUR!

23. 3. 2022

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: BACK TO SCHOOL

IAB: DIGITAL VIDEO ADVERTISING INCREASES THE REACH OF LINEAR TV CAMPAIGNS

22. 3. 2022

The European digital video advertising market is currently growing rapidly and the volume of advertising investment for linear TV and non-linear TV is converging in Europe, an IAB and PubMatic report has found. More than a third of total ad investment (36%) directed to digital is intented for digital video advertising (instream, outstream, in-banner video)… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WELCOME TO THE NEW NORMAL, IT’S THE SAME AS THE OLD ONE

21. 3. 2022

Despite dire predictions of Covid-driven decline for some sectors and exponential growth for others, we’re largely where we would have been if it had never happened. The two-year span that will be forever known as the ‘Covid Years’ was a dark time. You had to find your entertainment where you could. And, for me, one… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

STUDY CANADA: TV REACHES THE LARGEST AUDIENCES

21. 3. 2022

Despite the growth in streaming, TV continues to draw in the largest audience. Based on our access to the latest data, along with evidence from other industry experts, TV is still strong today and the best place for marketers to invest their advertising dollars. SVODs supplement regular TV consumption Canadian audiences (2+) are watching less… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

ADVERTISING INVESTMENT IN MEDIA GROWS IN DOUBLE DIGITS THIS YEAR

17. 3. 2022

According to data from Nielsen Admosphere monitoring, the first two months of this year are significantly better than January and February 2021 in terms of total advertising investment in media. Nielsen Admosphere’s advertising investment monitoring records a year-on-year increase of almost 17% in gross investment for the purchase of advertising space in the first two… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

15. 3. 2022

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: BACK TO SCHOOL

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022

Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022

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: BACK TO SCHOOL

HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS

10. 3. 2022

Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance. This process of updating ad creatives based on consumer engagement and response metrics differs from practices such as dynamic creative optimization, which focuses more on creating multiple variations of different ad units. The changes that come with a… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

8. 3. 2022

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: BACK TO SCHOOL

OPINION: IS DIGITAL MEDIA KILLING TV ADVERTISING?

8. 3. 2022

When we think about digital media, we are mainly considering social media platforms, websites and streaming services. TV advertising tends to feel very different, perhaps because it has been around for so long. But don’t mistake it for an outdated service. Adverts on the television hold more potential than you may realize, and are certainly… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

ARE QR CODES THE KEY TO SHOPPABLE TV?

7. 3. 2022

Connecting the dots between TV ad impressions and sales is a mix of art and science that has long defined the ad-tech industry. But the recent Coinbase Super Bowl spot displayed the potential for QR codes to effectively bridge the cause-and-effect divide.   While it was certainly a high-profile experiment, advertisers don’t need to shell… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

7. 3. 2022

We list the best digital marketing campaigns to help you find your next great marketing idea. The best digital marketing campaigns capture attention: Times Square with digital advertising billboards at dusk One of the best ways to find inspiration for your marketing initiatives is to look back at some of the best digital marketing campaigns… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER

3. 3. 2022

After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022

Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones. Because they inspire immediate… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

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

2. 3. 2022

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: BACK TO SCHOOL

TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?

1. 3. 2022

In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising.

WHY WE CAN’T APPROACH CTV AS JUST ANOTHER SCREEN

28. 2. 2022

CTV shares the premium quality, high engagement levels, and immersive content of TV. By building solutions that enable the use of data at scale, retaining ownership of their assets, and generating value for both buyers and sellers, the ad industry stakeholders can transform the premium video ecosystem and ensure that TV and CTV work in… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022

Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

OPERATORS AND TV NOVA WANT TO TACKLE “AD SKIPPING” TOGETHER

23. 2. 2022

IPTV operators consider it necessary that the change in the offer relating to skipping ads in the backview is discussed in the light of customer needs and that the discussion takes place across the market. TV Nova agrees with this. IPTV operators consider it necessary to have a cross-market discussion about a possible change in… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

RESEARCH: TV ADS A KEY PART OF LIVE SPORTS VIEWING

18. 2. 2022

Magnite, the independent omnichannel sell-side advertising platform’s study, CTV Live Streaming: TV’s Next Big Moment, finds broad adoption of live streaming TV among CTV viewers across all age groups. “Anecdotally, we know that live TV, especially live sports, is unparalleled in its ability to get people engaged and we commissioned this study to better understand how… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022

Consumers are increasingly demanding a sustainable dimension and clear values from brands. Despite the pandemic, the direction of consumer behaviour, attitudes and preferences has not changed much in recent years. Trends that were observed before the outbreak of the covid-19 pandemic are still broadly valid and growing. This is according to this year’s Global Trends… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE FUTURE OF VIDEO ADVERTISING IS CONTEXTUAL AND AUTOMATIC

14. 2. 2022

2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome. With granular information about individual audience members’ interests and behaviors disappearing, advertisers are looking to context as a way to serve audiences… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

BRAND-BUILDING ADS AND THE SHOPPER JOURNEY

9. 2. 2022

Consumers who purchase after viewing an OTT advertisement are more likely to be new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users). That’s according to a new report from WARC and Perpetua, a supplier of e-commerce advertising and intelligence software, which analyses the impact of brand-building… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

USA STUDY: ADS IN NEWS ARE MORE EFFECTIVE

9. 2. 2022

Consumers said ads in news content were more relevant and valuable, particularly if the ads were placed in a trusted news source, according to a new study from Disney and Magna NEW YORK—While advertisers have traditionally been concerned about associating their brands in news content that might prove upsetting, depressing or controversial to some viewers, Disney Ad… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE LOVERS’ HOLIDAY IN THE THRALL OF COMMERCE AND CLICHÉS? THE TV ADS THAT CONVINCED US THAT ST. VALENTINE’S DAY IS NOT LOST YET

8. 2. 2022

It is a tradition that 14 February of each year is dedicated to those in love. A frequent objection against St. Valentine’s Day celebrations is the excessive commercialisation. Ironically, marketers are often the ones demonstrating that Valentine´s Day does not have to be in that commercial way.

CTV PUBLISHERS CAN LEARN A LOT FROM LINEAR TV ADS (REALLY)

3. 2. 2022

We’ve all been there. You’re streaming a show, and somehow the same ad for the new Nissan Altima plays four times. Does Nissan really think you need this family sedan, or is it just a glitch in the ad tech matrix? Compared to linear, CTV’s addressability and targeting make ads more relevant. Yet, this granularity cuts both… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

TRUST RESEARCH: WHICH ADVERTISING CHANNELS DO CZECHS TRUST?

3. 2. 2022

In the autumn of 2021, the research company Nielsen conducted a multinational study Trust in Advertising, primarily focused on the trust of the inhabitants of the surveyed countries in various communication channels. Martin Chalupník from Nielsen Admosphere writes about the study. We are at the beginning of the third year of restrictions due to the… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

LIDL, KAUFLAND AND ALBERT INVESTED THE MOST IN ADVERTISING IN 2021

2. 2. 2022

Food chains led by Lidl, Kaufland and Albert were the biggest advertisers last year, according to Nielsen Admosphere monitoring. Three foreign food chains were the biggest advertisers in 2021. Food also became the strongest advertising segment in the Czech Republic. They are followed by the banking/insurance and electronics segments in terms of volume of advertising… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

VIEWERS PAY MORE ATTENTION TO ADS ON TV THAN ON YOUTUBE AND FACEBOOK

27. 1. 2022

An extensive study conducted in German-speaking countries revealed that linear TV and BVOD show much better results in viewers’ aided and unaided ad awareness and in the purchase intention.

NEW INITIATIVE AIMS TO SUPPORT DEVELOPMENT OF ADDRESSABLE MEDIA IN EUROPEAN MARKETS

25. 1. 2022

The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization –- not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms. For many industry participants, addressability –- as… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

THE PANDEMIC AND CONNECTED TV MEAN THE POOL OF TV ADVERTISERS IS MORE DIVERSE

23. 1. 2022

TV is not only for big advertisers and now has a more diverse advertiser set –- and that transition accelerated because of the pandemic, Katie Coteman, Vice President, Advertising and Partnerships at Discovery told The Future of TV Advertising Global in London last month. “Some of the bigger traditional advertisers were pulling away [from TV… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

VIEWERS DON’T CARE ABOUT ‘PLATFORMS’ WHEN IT COMES TO TV

21. 1. 2022

The viewer does not care what platform they use to get content on the screen. It is not until we understand this reality that we start to realise the potential of addressable TV. The TV landscape has been undergoing change for a number of years and the pandemic, coupled with the increased connectivity of the consumer… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022

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: BACK TO SCHOOL

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022

Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views.  Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

ADVERTISERS LOOK TO SPEND MORE ON ALL FORMS OF VIDEO, SURVEY FINDS

17. 1. 2022

Advertiser Perceptions said 24% plan to spend more on linear TV As more forms of television emerge, advertisers are looking to buy more video of all types, a new survey by Advertiser Perceptions finds. According to Advertiser Perceptions’ latest Video Advertising Convergence Report, 50% of advertisers said that video was the most valuable media in terms of… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

WHAT MAKES TODAY’S TV THE MEDIUM OF THE FUTURE, AND WHAT DOES TOMORROW’S TV HAVE IN STORE FOR BRANDS?

13. 1. 2022

TV has evolved, innovated and proven its resilience. But what makes today’s TV the medium of the future, and what does tomorrow’s TV have in store for brands? egta and The Global TV Group asked 23 CEOs, Director-Generals and Presidents of TV companies and sales houses around the world to share their view on the many facets – some widely recognised and… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

2022 WILL BE THE YEAR OF ATTENTION, BUT LET’S GO DEEPER

12. 1. 2022

Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement. Only four things in life are certain: birth, death, taxes, and expert predictions from prophets in the ad game. Every year we see predictions in our… Continue reading THEME OF THE MONTH: BACK TO SCHOOL

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

10. 1. 2022

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: BACK TO SCHOOL