Sustainability topic have been bandied about more and more often lately. The growing interest in the brand ecological behaviour is confirmed by many research studies. According to Ipsos survey, companies should focus on sustainable management of natural resources (30%), support for environmental projects (18%) or development of modern technologies to reduce environmental impact (18%).

As consumer thinking shifts towards resource efficiency, the approach of brands, companies and the media industry as a whole is also changing. Brands often communicate their view of sustainability in TV advertising.

In ScreenVoice magazine, you can read which brands are examples of good practice on the topic of sustainability.

In the selection of inspirational articles in the “Read about the topic” section, you will find further inspiration from the world of television and total video from around the world.

More articles about this topic

ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY

7. 2. 2023

The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment. Over the same 2017-2022 period,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ABOUT THREE-QUARTERS OF PEOPLE WHO PLAN TO WATCH THE SUPER BOWL SAID THEY’RE EXCITED FOR THE ADS, RESEARCH SAYS

6. 2. 2023

A survey of 1,050 US adults recently conducted by Marketing Brew and Harris Poll suggests that viewership could be on track to continue an upward trajectory (last year, the game drew an average of 112 million viewers, a five-year high). What’s more, it found that potential viewers are almost as excited for the ads as… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHAT’S THE MOST EFFECTIVE IN-STREAM AD FORMAT?

5. 2. 2023

Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads. That is the question. The brazilian researchers wanted to know what was the most effective form of in-stream video advertising. They devised an experiment to test whether an ad’s position (either pre-roll or mid-roll) and whether or not it could be skipped,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

4. 2. 2023

Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ADVERTISING’S ROLE IN THE VIEWERSHIP BATTLE.

1. 2. 2023

The world embraced streaming during the pandemic, but as life starts returning to normal, subscription growth rates are slowing. However, predictions for double-digit growth continue into the near future. eMarketer expects streaming ad spending to reach $10 billion by the end of 2023. The challenge for many streaming companies has been staying competitive as more media… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE SUPER BOWL PHENOMENON AND HOW THE SPORTING EVENT OF THE YEAR ELEVATED TELEVISION ADVERTISING TO A PRESTIGIOUS DISCIPLINE

31. 1. 2023

How is it possible that the Super Bowl is such a phenomenon? And how does it help form the current shape of what we consider to be truly quality television advertising?

THE SCIENCE OF BRANDING: HOW BRANDS MAKE US “THINK DIFFERENT”

29. 1. 2023

Brand exposure could have a profound effect on our behavior. In marketing, we talk a lot about brand. We all want to build brands that people connect with. Not just companies that sell things, but brands that move people to act—whether that be to vote, donate, buy, or support our cause in some way. And… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING

27. 1. 2023

Channel 4’s Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CMOS SHARE LESSONS ALL MARKETERS CAN TAKE FROM SUPER BOWL ADVERTISING

25. 1. 2023

The Super Bowl and its run-up represent the premier advertising event in our industry. According to Nielsen, 19 of the 20 all-time most-watched single network broadcast spots were an NFL Championship Game. However, if we’re being honest, Super Bowl advertising is the bastion of the one percent. Very few CMOs will ever lead teams producing… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ANGRY BEARDS HAS ITS FIRST TV COMMERCIAL

25. 1. 2023

In its first TV campaign, men’s cosmetics Angry Beards demonstrates for the “right to balls”. Angry Beards men’s cosmetics enters television for the first time with its commercial. The animated spot, which has been running on Nova Group stations since 16 January, introduces the brand as “the cosmetics that have balls”. “Our products are for… Continue reading THEME OF THE MONTH: SUSTAINABILITY

SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS

23. 1. 2023

From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges. WARC has analysed the metadata of the winning entries to drill down into the themes and trends that are driving marketing success and… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022

20. 1. 2023

The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon’s 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ASMR VIDEO CAN INCREASE BRAND AWARENESS

19. 1. 2023

ASMR video as part of an advertising campaign is proving to be a good way to increase brand awareness. Running and splashing water, putting a warm towel on one’s face, massaging the head – all of these are things that can make people feel very comfortable. In addition, it is also possible to transfer these… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE SECRET TO SURVIVING A RECESSION? KEEP ADVERTISING – HERE’S HOW

19. 1. 2023

One popular disinfectant brand came under scrutiny in September of 2020 for launching ads that glorified a return to the office — at a time when many people were still quarantining or enjoying work-from-home life. Of course, their marketing team was under a lot of pressure to keep sales up during an economic downturn. But… Continue reading THEME OF THE MONTH: SUSTAINABILITY

SURVEY: THREE QUARTERS OF AMERICAN CONSUMERS PLAN TO WATCH THE SUPER BOWL

18. 1. 2023

But most will be watching at home and only 10% are hosting a Super Bowl Party, according to NCSolutions When the Los Angeles Rams and Cincinnati Bengals face off at SoFi Stadium in Inglewood, Calif. on February 13, a new survey from NCSolutions suggests many are looking forward to watching the game, but most will… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CREATING MEMORABLE CHARACTERS IN ADVERTISING

17. 1. 2023

How character fluent devices support long-term brand building?  From Churchill the bulldog to the Pillsbury Doughboy to Tony the Tiger, there are many classic characters that brands have leveraged over the years. However, over the last two decades, there has been a decline in the use of these distinctive assets in advertising. According to Orlando… Continue reading THEME OF THE MONTH: SUSTAINABILITY

KIWI.COM INTEGRATES TV INTO COMMUNICATION FOR THE FIRST TIME

10. 1. 2023

Following the launch of its new brand identity in October last year, Kiwi.com is also increasing its marketing investment in line with its growth ambitions and adding TV advertising to its existing communication channels. Starting in January, 15s spots aimed predominantly at a younger traveller audience aged 25-35 will run for eight weeks on the… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TV ADS STILL DRIVE PURCHASES, US CONSUMERS SAY

10. 1. 2023

Advertising decision-makers may be pessimistic about TV ad budgets this year, but this channel still delivers, at least according to consumers. Based on US respondents from a MARCO global survey of 14,200 consumers, the report finds that ads on TV influence product or brand decisions more than other ad types. Asked to assign a rating… Continue reading THEME OF THE MONTH: SUSTAINABILITY

STUDY: ADDRESSABLE ADS ELICIT STRONGER RESPONSES

9. 1. 2023

Finecast, an addressable TV provider, has announced the results of its latest piece of research which provides new insights into the effectiveness of addressable TV advertising. Commissioned by Finecast and conducted by scientists from UCL, the study investigates how the brain responds to addressable advertisements across four key neuro-networks: attention, emotion, reward and memory. The… Continue reading THEME OF THE MONTH: SUSTAINABILITY

PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS

8. 1. 2023

Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year. Data from iSpot’s Creative Assessment survey reveals pet-centric ads were a hit, with Chewy.com, PetSmart and Chevy’s cat-focused “Walter in Winter” all among the top 10 by likeability score. Additionally: Also… Continue reading THEME OF THE MONTH: SUSTAINABILITY

67% OF CONSUMERS PREFER AD-SUPPORTED STREAMING OPTIONS TO AD-FREE ONES?

7. 1. 2023

While subscription video on demand (SVOD) has become a streaming mainstay, ad-supported video (AVOD) is the hot new trend. But challenges abound in the rapidly evolving streaming landscape, with disjointed, uncurated and impersonal ad experiences. The question is: What’s holding up AVOD progress and why is the consumer experience still overlooked? This new study from… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE ECONOMIC CRISIS AS A MARKETING OPPORTUNITY? 2023 DOESN’T HAVE TO CRIPPLE COMPANIES, BRAND LOYALTY AND A TOUCH OF EMPATHY ARE THE KEYS TO SUCCESS

5. 1. 2023

Analysts around the world are predicting a challenging year for business, with the cost crisis only becoming fully apparent in the coming months. But marketing experts say the crisis is also an opportunity for brands to strengthen their brand. Which brands are showing the right path to take in times of crisis?

THE GLOBAL TV GROUP GUIDELINE: LESSONS FOR ADVERTISING IN A RECESSION

5. 1. 2023

Research shows that cutting ad spend comes at a high cost to brand health and long term business results. Therefore the GTVG has put together a collection of insights from international industry experts to help you navigate uncertain time, and to ensure that the brand decisions you make today set you up for success tomorrow.

MARK RITSON: HOW BRANDS CAN SURVIVE THE RECESSION AND EMERGE STRONGER

4. 1. 2023

How should brands behave during a recession to get their company out of it in the best shape possible? Watch "Ritson on recession" webinar.

RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH

3. 1. 2023

Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one. As part of a continuing examination of advertising effectiveness, ThinkTV has new research findings that explore the hot topic of audience attention. The organisation sought to interrogate video platforms and the attention they command through the lens… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TO MAKE MARKETING THE SOLUTION IN A RECESSION PAY CLOSE ATTENTION TO THE NUMBERS

2. 1. 2023

New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt. Up until last week, talk of recession was just that. Talk. But now it’s actually happening. GDP figures just out show the economy is getting smaller. And so, in every business, fraught conversations are going… Continue reading THEME OF THE MONTH: SUSTAINABILITY

KIM PORTRATE ON CREATIVITY IN 2023

1. 1. 2023

If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, interest rates and maybe your blood pressure as you’re reading this. And the downs: house prices, consumer confidence and, based on what we’re all reading, Twitter. Even if we dodge a full-blown recession,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

NEW GUIDELINES FOR TV COMMERCIALS. WHAT CHANGES WILL THEY BRING?

28. 12. 2022

The current EU directive on audiovisual media services significantly modifies the legal limits for conventional advertising on commercial stations. Martin Procházka, Research Analysts, Knowlimits, outlines how the news will affect broadcasting and analysis. The original limit was 12 minutes (20%) for each broadcast hour separately. The new regulation is still based on the 20% limit,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

FROM ADVERTISEMENTS TO ARTIFICIAL INTELLIGENCE. HOW HAS ADVERTISING IN THE CZECH REPUBLIC CHANGED IN 30 YEARS?

27. 12. 2022

The creation of advertisements has changed fundamentally over the past decades, as has consumer perception of them. So what are consumers receptive to most now? And how are marketers making their jobs easier with AI? “The Velvet Revolution in November 1989 swept away the communists and brought a fresh wind of endless opportunities for economic… Continue reading THEME OF THE MONTH: SUSTAINABILITY

REFLEX’S PICK: THIS YEAR’S CHRISTMAS ADS, WHICH ARE A TRULY BIZARRE SPECTACLE!

24. 12. 2022

Christmas commercials have somehow become part of our Christmas experience. From the time I was a little boy, Santa relied on Home Credit and then hopped on a Coca-Cola truck and took off around the world. New Christmas commercials are made every year. But not every year they succeed. They’re a pretty specific genre that… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CZECH CHRISTMAS CAMPAIGNS WANT TO AVOID CLICHÉS

23. 12. 2022

Many Christmas campaigns on the Czech market have in common an effort to avoid clichés or sentimentality. Christmas campaigns have been running on the Czech market since the end of October this year. The festive advertising spots usually focus on well-being and spending time together. Even so, many of them try to avoid common clichés.… Continue reading THEME OF THE MONTH: SUSTAINABILITY

MEDIA IN CR AT CHRISTMAS: MAINLY TV, THEN READING BOOKS AND VIDEOS

22. 12. 2022

Watching TV is by far the most popular Christmas media activity among Czechs. Czech fairy tales and czech films are the most frequently watched, with the most popular title being the fairy tale Three Nuts for Cinderella. Watching television is by far the most popular Christmas media activity of the Czechs. The majority (81%) plan… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CZECHS MAINLY ASSOCIATE COCA-COLA AND KOFOLA WITH CHRISTMAS

22. 12. 2022

Of the respondents who associate a particular brand with Christmas, about half of them mentioned Coca-Cola and Kofola. More than a fifth (22%) of the Czech online population aged 15 and over associate a specific brand with Christmas. The brands most commonly associated with Christmas are Coca-Cola and Kofola. This was reported by about half… Continue reading THEME OF THE MONTH: SUSTAINABILITY

DESPITE FRAGMENTATION, VIEWERS FLOCK TO HOLIDAY PROGRAMMING; EFFECTV STUDY SHOWS SEASONAL OPPORTUNITY TO REACH CONSUMERS

19. 12. 2022

Despite changes to how viewers watch television, advertisers can still reach consumers through holiday programming, according to a study by Effectv, the ad sales arm of Comcast. In an analysis of viewing from Thanksgiving to Christmas in 2021, 92% of households tuned into holiday programming. On average they watched 20 hours of seasonal shows over… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CHRISTMAS ADS 2022: HOW BRANDS ARE CELEBRATING THE HOLIDAY SEASON

16. 12. 2022

Every year, Christmas comes early for brands as they race to debut their holiday ads before the peak shopping period begins. 2022 is no different, and advertisers have officially started stepping into Christmas by bringing a bit of festive cheer to screens.

STUDY FINDS AD EFFECTIVENESS DOES NOT ‘WEAR-OUT’ OVER TIME

12. 12. 2022

Older campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1. While it’s a common concern among marketers that audiences will tire of their ads after multiple exposures or learn to tune them out, research shared exclusively with Marketing Week indicates the effectiveness of ads do… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TYPICALLY CZECH CHRISTMAS. IN THE CZECH REPUBLIC, HOLIDAY ADVERTISING IS HANDLED DIFFERENTLY, THE CREATORS ARE NOT AFRAID OF CONTROVERSIAL HUMOUR OR SERIOUS MESSAGES

8. 12. 2022

Czech Christmas ads are a category in themselves. Emotions, traditions, family comfort, but also humour are inherent to them. Despite the appearance that Czech Christmas commercials mostly want to entertain, it would be shortsighted not to give them a more important message in many cases.

THE LIGHT TV VIEWER IS ABOUT TO TAKE UP A LOT MORE OF YOUR TIME

7. 12. 2022

TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage. TV remains the pre-eminent media channel for delivering both scale and reach. And that’s a fact. According to the Demand Generation report — a collaboration between ThinkBox, MediaCom and Wavemaker — TV… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TV GRP VOLUME STILL AT LAST YEAR’S LEVEL

7. 12. 2022

Czech TV stations delivered a comparable volume of  in the first eleven months of this year as in the same period a year ago.  The volume of TV ad GRPs delivered in the first eleven months of this year is on a par with last year (-0.7 %), according to Nielsen Admosphere monitoring data. The… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY E-COMMERCE MARKETERS SHOULD EXPERIMENT WITH FORMATS & WORK WITH CREATIVE PARTNERS

6. 12. 2022

TV advertising has returned as a desirable marketing format post-pandemic. New research from Thinkbox shares why it’s proving so successful, its cost efficiency and how marketers can embrace this change. With the pandemic exacerbating the rise of e-commerce, online businesses are increasingly turning to TV to scale up their growth. As part of The Drum’s Evolution… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CHRISTMAS TV ADS 2022

1. 12. 2022

Thinkbox made a list, checked it twice, and created a gallery to fulfil your Christmas ad wishes. The creativity workshops have been hard at work this year and there are some real treats on our TV screens. With cuddly toy offerings from M&S and Lidl, a visit from everyone’s favourite Elf in Asda, the joys… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CANADA STUDY: INSPIRATION FOR BUYING CHRISTMAS PRESENTS IS DELIVERD FROM TV ADS

28. 11. 2022

Recent research realized by Cint has confirmed that 89% of people pay attention to Christmas adverts on TV, and a large nr of people also take inspiration from these adverts to buy Christmas presents. Cint surveyed a sample of 300 respondents on attitudes towards Christmas advertising. The research confirmed that TV advertising is the second… Continue reading THEME OF THE MONTH: SUSTAINABILITY

BINANCE LAUNCHES ITS FIRST COMMERCIAL IN THE CZECH REPUBLIC, WITH RONALDO

28. 11. 2022

The TV commercial is another step for crypto exchange Binance to communicate to the public in the Czech Republic. Cryptocurrency exchange Binance has launched its first TV spot in the Czech Republic. It ties in with the football World Cup in Qatar and features Cristiano Ronaldo as its main face. In the TV spot, Ronaldo… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE FESTIVE SEASON IN BRITISH RETAIL GOT OFF TO AN EARLY START THIS YEAR

25. 11. 2022

It´s Christmass already knocking on the door and the holiday season in british retail has started early this year. The cost of living crisis is forcing struggling shoppers to spread their Christmas shopping over a longer period and supermarkets are responding by deploying festive campaigns earlier. In the traditional bastion of Christmas advertising, Britain, supermarkets… Continue reading THEME OF THE MONTH: SUSTAINABILITY

MOST SUBSCRIBERS WOULDN’T LEAVE THE SVOD BECAUSE OF THE ADVERTISING

23. 11. 2022

56% of users of paid VOD services would not stop using them even if they newly included advertising, research by Atmedia has shown. A majority of users of paid VOD services (56%) would not stop using them even if they newly included advertising. The Atmedia index results show that the vast majority of them made… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CZECHS MOST OFTEN REMEMBER ADS ON TV, FOLLOWED BY YOUTUBE AND FACEBOOK

22. 11. 2022

Television campaigns are the most memorable for Czech viewers and internet users. Compared to the same spots played in TV archives, on YouTube and Facebook, Czechs remember them best, according to the Track the Success study conducted by the AKTV in cooperation with Eye Square.

WHAT 25 YEARS OF PAID SEARCH CAN TEACH US ABOUT THE FUTURE OF TV ADVERTISING

21. 11. 2022

Television has always been the most important and powerful screen in the American home. And even with the continued trend of cord-cutting, we know consumers are still tuned in—now, on connected television (CTV). As of 2020, more than 63% of all U.S. TV viewing time was on streaming services. As more consumers become tech-savvy, they are logging… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TV AROUND THE WORLD CELEBRATES THE POWER OF ATTENTION

21. 11. 2022

TV companies around the world celebrate World Television Day on 21 November to remind us of the attention-grabbing power that Total TV holds. As part of the annual United Nations initiative, a 30 second-spot will be broadcast and shared online worldwide.

LINEAR TV ADVERTISING CAN BE TARGETED AND PERSONALISED THANKS TO HBBTV

15. 11. 2022

HBBTV SOLUTIONS CAN BRING PERSONALISATION AND TARGETING TO LINEAR TV ADVERTISING. ONLINE VIDEO OPERATORS ARE SET TO EARN MORE THAN THREE TIMES THE REVENUE FROM ONLINE ADVERTISING THAN FROM ONLINE SUBSCRIPTION SALES WITHIN FIVE YEARS. THIS WAS ALSO DISCUSSED AT THE HBBTV SYMPOSIUM. With HbbTV technology, targeted and personalised advertising messages can be brought into… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CHALLENGE EVEN FOR THE BEST MARKETERS. WHY DOES A GOOD TV AD NEED TO GRAB THE VIEWER’S ATTENTION?

14. 11. 2022

Grabbing the viewer's attention is a challenge even for big brands nowadays and the road to the goal is lined with many pitfalls. What is the recipe for attention-worthy advertising? And which specific brands can inspire in creatively grabbing attention?

THE CASE FOR BRAND INVESTMENT IN A TIME OF BUDGET CUTS

13. 11. 2022

As economic uncertainty has many businesses tightening their belts, one area particularly prone to budget cuts is branding. But brand building will always be a key driver of long-term success. We spoke with Tom Roach, VP brand strategy at global digital agency, Jellyfish, and Dr. Grace Kite, business economist and founder of data consultancy, Magic… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TV CONTINUES TO RETAIN A POWER THAT CAN BE LEVERAGED BY ADVERTISERS: GROUPM REPORT

7. 11. 2022

According to the study by GroupM’s Consumer Eye, 60% of the respondents agreed that free TV channels make the world a better place The past two decades have seen rapid transformations in the media landscape with the number of options available to advertisers increasing significantly. Many of these options offer excellent opportunities for brands to… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY E-COMMERCE BRANDS ARE FLOCKING TO TV

31. 10. 2022

TV is experiencing a surge in spend from online-born businesses. The findings from Thinkbox’s TV playbook explore when to know the time is right to use TV advertising, its impact on online performance, and how to go about getting your online business on TV. The e-commerce boom is undoubtedly among the biggest business behavioral shifts… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

30. 10. 2022

As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

28. 10. 2022

This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study – a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022

Experts agree that you absolutely must advertise during a recession. What are the values that should not be missing in advertising in a difficult period? And what are some specific examples of TV ads that can be expected to be successful with viewers?

ADS FOR THE RIGHT BRAIN ARE MORE EFFECTIVE BUT THERE ARE FEWER OF THEM

25. 10. 2022

ADS ACTIVATING THE RIGHT HEMISPHERE OF THE BRAIN ARE MORE EFFECTIVE AND attract MORE ATTENTION, BUT THEY DIMINISH OVER TIME. THIS WAS one of The findings presented by ORLANDO WOOD AT THE BRAND MANAGEMENT CONFERENCE In today’s post-pandemic world of economic uncertainty, ads should be created with wit, charm and human vitality. “In a time… Continue reading THEME OF THE MONTH: SUSTAINABILITY

TV NOVA TO INCREASE THE ADVERTISING COST BY 12% FOR 2023

24. 10. 2022

TV Nova will partly reflect the price increase in its business policy for 2023. it will increase its TV advertising cost by 12%. Nova TV Group will increase the cost of TV advertising by 12% for 2023. “The current economic situation has affected virtually all areas of the economy, not excluding the TV market. Likewise,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022

The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video. Over the past six months, there has been a noticeable step-up in the level of investment into the media measurement industry, particularly from… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022

Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the  ‘silver generation’. The living standard of the generation of Czech people aged 55-69 is improving. Those who are retired want to spend… Continue reading THEME OF THE MONTH: SUSTAINABILITY

MEDIA CLUB TO INCREASE TV AD PRICES BY 14% ON AVERAGE

19. 10. 2022

The media agency Media Club will increase the basic CPP by 14% on average in 2023. Media Club will increase the base cost of advertising, CPP, by an average of 14% for 2023. The new price list was presented by Media Club at a meeting with business partners on Wednesday. The price increase is again… Continue reading THEME OF THE MONTH: SUSTAINABILITY

HOW ADVANCED TV IS WOOING ADDRESSABLE- AND AUTOMATION-HUNGRY ADVERTISERS

19. 10. 2022

As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly. CTV ad spending, for example, has almost tripled since before the pandemic. At $18.89 billion, the CTV advertising market is less than a third of the size of… Continue reading THEME OF THE MONTH: SUSTAINABILITY

STUDY: TV ADS TWICE AS MEMORABLE AS MOBILE ADS

17. 10. 2022

Comcast Advertising has released a report titled TV Makes Memories highlighting how ads in the television environment have a unique ability to drive memories – suggesting this is due to three factors of engagement that are important for branding outcomes: attention, connection and repetition. The report reveals that these outcomes, and consequently the strongest memories,… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE AKTV CONFERENCE WILL TAKE PLACE ON NOVEMBER 22, 2022

14. 10. 2022

The Association of Commercial Television announced today the date of this year's conference, ScreenVoice TALKS, which will take place on November 22, 2022 at Spojka Karlín. 

ADVERTISING FAILS THE AGE TEST

14. 10. 2022

Not only are the over-55s inadequately represented in TV advertising, but they are also much harder to please than younger viewers, according to new research from System1. Why it matters Wise Up!, a study from the marketing decision-making platform in partnership with broadcaster ITV, found that over 55s appear in just 23% of ads. But… Continue reading THEME OF THE MONTH: SUSTAINABILITY

CHASM BETWEEN INDUSTRY’S VIEW OF MEDIA HABITS AND REALITY SHRINKING, STUDY FINDS

12. 10. 2022

While the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation. GapThe disconnect between how the industry views consumers’ media consumption and the reality is improving, but there are still some major gaps, particularly on… Continue reading THEME OF THE MONTH: SUSTAINABILITY

GENDER EQUALITY IN AVERTISING – HOW TO BREAK FREE OF STEREOTYPES

11. 10. 2022

4 strategies that can improve brand relationships and increase ROI When it comes to gender equality in media and advertising, great strides have been made over the last several years. Thanks to effective initiatives from organizations including the Association of National Advertisers and Geena Davis Institute, women are better represented in advertising and portrayed in… Continue reading THEME OF THE MONTH: SUSTAINABILITY

BACK TO THE FIRST SCREEN: THE RISE OF LOCAL BROADCAST TV ADVERTISING

10. 10. 2022

When the internet started entering large numbers of American homes in the mid-1990s, predictions of the inevitable demise of television began almost immediately. By 2010, when the US pay TV industry recorded its first ever decline in subscribers, those pronouncements became more dire than ever. But time and data have repeatedly shown us that reports… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY TV’S CROSS-PLATFORM INCREMENTAL REACH OFFERS THE MOST BANG FOR YOUR AD BUCKS

6. 10. 2022

How to make TV’s cross-platform incremental reach work for your brand? It has been clear for a while now that television—whether linear or streaming—is still a very effective medium for advertisers to achieve scaled reach. Yes, mobile and the various social platforms that have made a splash with their clickable and shoppable content are a… Continue reading THEME OF THE MONTH: SUSTAINABILITY

NICE CONTENT IS NOT ENOUGH FOR EFFECTIVE NATIVE ADVERTISING

5. 10. 2022

The best brand studios of native advertising should definitely not lack marketing experts, says international speaker at this year’s Seznam forum, Jesper Laursen. The international speaker at this year’s Seznam Forum conference is Jesper Laursen, founder of the Native Advertising Institute and CEO of Brand Movers. In an interview with Ondřej Sitta, head of the… Continue reading THEME OF THE MONTH: SUSTAINABILITY

HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED

3. 10. 2022

We are living in a time of climate crisis and brands are therefore giving more and more space to ecology and sustainability in their advertising campaigns. But keep one thing in mind - the "preach the water and drink the wine" approach is becoming fatal in this discipline. Examples of good practice from abroad will show you how to master this difficult task.

WHY AD PODDING WILL STAR IN THE NEXT SEASON OF TV ADVERTISING

29. 9. 2022

With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler… FreeWheel’s Stefanie Briec looks at a new technology that will take TV advertising to the next stage – dynamic ad podding. The article will explain… Continue reading THEME OF THE MONTH: SUSTAINABILITY

GEN Z WANTS MORE APPS TO INCLUDE INTERACTIVE LIVE VIDEO

28. 9. 2022

Just days after the app platform developer released research showing that the key Gen Z audience is flocking to real-time engagement (RTE) and interactive video, Agora has now published a study showing the key demographic’s platforms of choice in mobile app-based interactive live video. The  study defined interactive live video as including live-streaming video where… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ADNORMAL BEHAVIOUR: HOW ADLAND’S PERCEPTIONS OF MEDIA CONSUMPTION HAVE CHANGED

24. 9. 2022

New study examines how adland’s perceptions of media consumption have changed.  Adland still isn’t normal, but its understanding of the UK public’s media consumption has improved. Good understanding of the public’s broadcast TV consumption, however TikTok and SVOD massively over-estimated. It’s been a decade since Thinkbox’s first “Ad Nation”, a landmark study exploring the differences… Continue reading THEME OF THE MONTH: SUSTAINABILITY

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022

Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time. The Impact of Advertising Creative Strategy on Advertising Elasticity / By Filippo Dall’Olio (Brock University) and Demetrios Vakratsas (McGill University). Published in the Journal of Marketing. Give it to… Continue reading THEME OF THE MONTH: SUSTAINABILITY

‘WATCHING’ ACCOUNTS FOR THE LARGEST SHARE OF MEDIA TIME

23. 9. 2022

IPA TouchPoints offers great insights into today’s media consumption. The data is drawn from a representative sample of over 6,000 adults aged 15+ living in Great Britain. Each person keeps a diary via their mobile phone, detailing their activities every half an hour for a week. This month’s Chart of the Month uses TouchPoints to… Continue reading THEME OF THE MONTH: SUSTAINABILITY

POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

22. 9. 2022

Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ADVERTISING INVESTMENT IN MEDIA HOLDS DOUBLE-DIGIT GROWTH FOR EIGHT MONTHS

20. 9. 2022

All monitored media types showed year-on-year growth in monitored media investment in this year’s eighth month. To date, advertising investment in media is up 12 per cent on last year. In the first eight months of this year, monitored advertising investment in media has increased by 12 per cent year-on-year. Television is the strongest by… Continue reading THEME OF THE MONTH: SUSTAINABILITY

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022

Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading THEME OF THE MONTH: SUSTAINABILITY

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022

Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what… Continue reading THEME OF THE MONTH: SUSTAINABILITY

STUDY USA: INTERACTIVE CTV VIDEO ADS OUTPERFORM MOBILE AND PC

15. 9. 2022

Advanced video ad creative in connected TVs delivers higher performance than interactive video on mobile and PC according to Innovid. A new study from Innovid has found that interactive connected TV (CTV) campaigns deliver stronger results across key performance and attention metrics than interactive campaigns on mobile and PC, though those two mediums also saw… Continue reading THEME OF THE MONTH: SUSTAINABILITY

Vladimír Pořízek

AD SKIPPING RESTRICTIONS RETURNED TWO THIRDS OF GRPS

13. 9. 2022

Media Club is satisfied with the introduction of ad skipping restrictions in the return view of IPTV operators, according to the first month results. According to Prima Group commercial director Vladimír Pořízek, about two first of GRPS ad returns have been made. Since June, the Prima TV group has restricted the possibilities for skipping ads… Continue reading THEME OF THE MONTH: SUSTAINABILITY

IS TRADITIONAL ADVERTISING ON THE CUSP OF A COMEBACK?

13. 9. 2022

The 28th Edition of The CMO Survey found marketing budgets for traditional advertising increasing for the first time in a decade, although well below the expected growth rates for digital marketing in the coming year. In a recent Harvard Business Review article, researchers led by Duke University’s Fuqua School of Business said traditional advertising’s newfound appeal is partly due… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHAT’S THE SECRET TO MAKING MODERN TV ADVERTISING LESS CRYPTIC? HINT: THE ANSWER’S IN THE ENGINE ROOM

12. 9. 2022

Why the solutions to many of our advertising challenges are found under the hood? Fifteen or 20 years ago, a TV advertising sale was simply that: the sale of advertising units from a seller to an agency or advertiser. The deal was done, handshakes were made, spreadsheets were completed, and invoices were sent. If it… Continue reading THEME OF THE MONTH: SUSTAINABILITY

IS PROGRAMMATIC MAKING LINEAR TV COOL AGAIN?

11. 9. 2022

Live television is back in style. That’s a seemingly unlikely perspective for a programmatic SSP, but according to Magnite, there is a surge of advertisers that tried CTV during the past couple of years and now want linear inventory, too. Or, at least, they want to buy ads for the big screen on the wall… Continue reading THEME OF THE MONTH: SUSTAINABILITY

EFFECTIVENESS COMES WITH THE CONFIDENCE TO INVEST

8. 9. 2022

Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency. Often when marketers talk about effectiveness they talk about brand perception, leads, outcomes, conversions, pipelines, or other commercial KPIs. Maybe campaign goals, business outcomes, even return on investment; although ROI is really a measure of efficiency not effectiveness. My start… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022

TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful?

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

6. 9. 2022

Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.

MARKETERS SHOULD PAY MORE ATTENTION TO ATTENTION

6. 9. 2022

There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention. An interesting debate is springing up around attention, thanks to Professor Byron Sharp. A couple of weeks ago Sharp was coaxed from the towers of the Ehrenberg-Bass Institute to… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHY ATTENTION AND REACH NEED EACH OTHER: KAREN NELSON-FIELD AND MIKE FOLLETT RESPOND TO BYRON SHARP

5. 9. 2022

Attention measurement experts Professor Karen Nelson-Field and Mike Follett respond to Professor Byron Sharp’s reported criticism of brands planning for attention. Professor Byron Sharp, author of the massively influential How Brands Grow books and Director of the Ehrenberg-Bass Institute, took aim at the growing interest in planning (or paying) for attention when speaking at an… Continue reading THEME OF THE MONTH: SUSTAINABILITY

AN INSIDER’S VIEW: WHERE WILL THE PRICE OF TV ADVERTISING END?

30. 8. 2022

Martin Nováček from media agency OMD Czech reflects on what parameters currently influence the price of TV advertising and asks where it can go. Price, the magic formula around which everything revolves and is decided. We have become accustomed to evaluating the success or failure of an advertising campaign through it, as if nothing else… Continue reading THEME OF THE MONTH: SUSTAINABILITY

GROSS INVESTMENT IN ADVERTISING GREW BY 13% IN SEVEN MONTHS

26. 8. 2022

Gross investment in the purchase of advertising space in the media increased by almost 13% in the first seven months of the year. Gross investment in media ad space increased by almost 13% in the first seven months of the year, according to AdIntel’s monitoring of Nielsen Admopshere. Television advertising remains the strongest in terms… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WARC PREDICTS AN ADVERTISING INVESTMENT SLOWDOWN IN 2023

25. 8. 2022

Brands will continue to invest in advertising in the second half of the year, but WARC expects a slowdown in 2023. Ad spend around the globe will rise 8.3% in 2022, before slowing significantly in 2023 – in a major new report, WARC downgrades expectations for global ad market growth by $90bn in the face… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE TOP 10 REASONS WHY TOTAL TV IS BETTER THAN YOUTUBE

25. 8. 2022

Trying to decide how to invest your media budget in video? Wondering what the difference is between TV and YouTube? This handy listicle will help you make the right call for your brand. One thing we can all agree on is video advertising is a highly effective way to communicate with consumers. There’s something about… Continue reading THEME OF THE MONTH: SUSTAINABILITY

NEW CONTENT ON TV NOVA WILL BUILD UP IN 2023

22. 8. 2022

The advertising autumn on TV Nova has been promising so far. The investments the TV group has made in the preparation of the programme should bear fruit not only this autumn, but especially next year, says Jan Vlček, CEO of TV Nova. Last week, the Nova Television Group presented its autumn scheme, from which it… Continue reading THEME OF THE MONTH: SUSTAINABILITY

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022

Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth Illustration of a large hand holding a red arrow pointing forward along side other light blue arrows pointing forward with tiny sized employees striving forward. For 28 months the pandemic propelled brands to explore and embrace the parameters of purpose in their… Continue reading THEME OF THE MONTH: SUSTAINABILITY

SHOULD YOUR STARTUP CONSIDER ADVERTISING ON TV?

18. 8. 2022

TV advertising may not carry the same weight it did years ago, but does that mean we should give it up altogether? Not really — and here’s why. TV advertising doesn’t carry quite the same weight it used to. Twenty years ago — back in the days of “water cooler” TV moments and must-watch televisual… Continue reading THEME OF THE MONTH: SUSTAINABILITY

REMEMBER THE VALUE OF TV AS INFLATION BITES

18. 8. 2022

Overall inflation and TV inflation aren’t really linked. But their relationship matters in terms of effectiveness. The rising cost of life in general and media in particular is a pressing concern for advertisers. Yesterday the UK’s Office of National Statistics reported that inflation has reached 10.1% — the first double-digit increase in prices in 40… Continue reading THEME OF THE MONTH: SUSTAINABILITY

EXPERTS: PAY TV AND STREAMING TO CONVERGE

17. 8. 2022

Nearly one third of TV industry professionals expect traditional pay TV and streaming services to converge. As the media industry transforms, the TV business has seen unprecedented interest in the past two years. The overall picture is influenced by news media combined with savvy marketing and PR. But how do industry professionals see the changing… Continue reading THEME OF THE MONTH: SUSTAINABILITY

STUDY USA: VOD USERS INCREASINGLY ACCEPTING ADS

17. 8. 2022

The Q2 2022 wave of Hub Entertainment Research’s TV Advertising: Fact vs. Fiction study reveals strong satisfaction with ad-supported streaming TV platforms. Key findings from this year’s study: 1) The number of consumers using an ad-free streaming platform has increased impressively over the past several years. In Q2 2022, 55 per cent of consumers say they use at… Continue reading THEME OF THE MONTH: SUSTAINABILITY