MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading THEME OF THE MONTH: SUSTAINABILITY

IT WILL BE POSSIBLE TO SKIP THE AD ON PRIMA AFTER FOUR MINUTES

Skipping of ads in the rewind view of internet operators offering Prima Group channels will be possible from June after four minutes. From 1 June, internet and IP TV operators must extend the time after which it is not possible to skip an advertising block on FTV Prima channels from three to four minutes. MediaGuru… Continue reading THEME OF THE MONTH: SUSTAINABILITY

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading THEME OF THE MONTH: SUSTAINABILITY

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

Richard Shotton is an expert in the practical application of behavioural science. He talks to Contagious about why friction should come first, why agencies should apply biases laterally rather than literally, and more. Richard Shotton became interested in behavioural economics after reading about the 1964 killing of Kitty Genovese and the bystander effect in The Tipping… Continue reading THEME OF THE MONTH: SUSTAINABILITY

HOW TO INCREASE REACH BY 15% FOR FREE!

Most brands are missing a trick by failing to include audio descriptions of ads for visually impaired consumers, or closed captions for those with hearing difficulties – yet 15% of the population has some form of these two disabilities.  Why it matters It’s the stated aim of Procter & Gamble’s chief brand officer to reach… Continue reading THEME OF THE MONTH: SUSTAINABILITY

WHAT MILLENNIAL PARENTING CAN TELL US ABOUT GEN ALPHA

Millennial parents are first-generation digital natives and are bringing their understanding of digital life to bear in their approach to parenting, a new report says. Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation is the result of a year-long study by insights company Beano Brain, based on more than 200 hours of… Continue reading THEME OF THE MONTH: SUSTAINABILITY

ŠKODA AUTO USED HBBTV TO MEASURE THE IMPACT OF TV ADVERTISING

Škoda Auto has used HbbTV to measure the impact of TV advertising using a Brand lift solution. In the April campaign, Škoda Auto communicated its new identity using exclusive ad formats. In addition, the company also measured the impact of TV advertising by using a Brand lift solution, which it implemented via HbbTV in cooperation… Continue reading THEME OF THE MONTH: SUSTAINABILITY

THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?

Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products. There are plenty of misconceptions around the efficacy of TV as a marketing channel. Though unrivalled in its reach (91% of UK households switch on live TV at least once per week, according to… Continue reading THEME OF THE MONTH: SUSTAINABILITY

MEDIA CLUB TO KEEP ONLINE ADVERTISING PRICES, CANCEL BONUSES

The acquisition of Impression Media will see Media Club increase its reach in the online advertising market. Advertising prices will remain unchanged in the joint offer, but agency bonuses will be removed. The joint commercial offers for selected products from 1 May will bring Media Club and Impression Media together following the property merger in… Continue reading THEME OF THE MONTH: SUSTAINABILITY

NOSTALGIA MARKETING AND THE CORONATION

Brands jumping on the King Charles III coronation bandwagon are often tapping into a sense of nostalgia around the institution of monarchy, but they should be aware that not everyone shares that feeling and they could alienate consumers as much as engage them.  The power of nostalgia  Research* from insights agency Hall & Partners finds… Continue reading THEME OF THE MONTH: SUSTAINABILITY

HOW MANY ADS DO WE REALLY SEE IN A DAY? SPOILER: IT’S NOT 10,000

Hundreds of articles and blogs will tell you that we see up to 10,000 ads a day. The problem? No one – from Harvard professors to Market Research Council hall-of-famers – believes it’s true. Can we bust the myth once and for all? It’s time for an experiment. If you ask Google how many ads… Continue reading THEME OF THE MONTH: SUSTAINABILITY

COMMERCIALS ARE A SECOND HOME TO CZECH CELEBRITIES. POPULAR ACTORS, RENOWNED ATHLETES AND EVEN KAREL GOTT HAVE EXPERIENCE WITH THEM

Today's advertising can hardly be imagined without the involvement of public figures. But some spots resonate more than others, so it is not a bad idea to focus on those that can be described as memorable, given the popularity of the actors and the presentation itself.