STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.  That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

We live in a world where we are constantly under attack from all directions with advertising messages. The consequence of this is a loss of trust in various forms of marketing, but the losers are mainly online and social media marketing. By contrast, traditional media - and television among them - continue to enjoy a high degree of user and consumer trust. Trust is still a highly sought-after commodity, but paradoxically it is more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it.

DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

Trust shouldn’t be written off as some kind of ‘wokery.’” Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today. Calling the issue of trust in brands a relatively “novel” development among consumers, Field warned that… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

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

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: TRUSTWORTHINESS

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

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: TRUSTWORTHINESS

MEDIA BUYERS CLAIM TO PREFER QUALITY INVENTORY

A whopping 98% of European media buyers agree that buying inventory in a quality media environment is important, according to a survey by industry organisation IAB Europe. It’s hard to find a media buyer who disagrees with the importance of a quality media environment and most (92%) will also say they prefer to spend with suppliers adhering… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

TV ADVERTISING IS THE MOST TRUSTED BY VIEWERS

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: TRUSTWORTHINESS

AN OPEN LETTER TO THE AD COMMUNITY FROM NIELSEN’S BRAD KELLY

Toxic Behaviors in Advertising — and Your Business: What’s Your Threshold? The pull that Social Media exerts on today’s world is unquestionable. It helps us stay connected, keep informed, and is generally a source for light entertainment. But we now know there’s a dark side which exists in social media that’s tearing the fabric of who we… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

KOMERČNÍ VYSÍLATELÉ PODPOŘILI INFORMAČNÍ KAMPAŇ MINISTERSTVA ZDRAVOTNICTVÍ, ZDARMA ODVYSÍLALI 25 HODIN OSVĚTOVÝCH SPOTŮ

Do osvětových aktivit v souvislosti s probíhající pandemií COVID-19 se zapojily i komerční televize Nova a Prima. Kromě desítek hodin vlastního zpravodajského a publicistického obsahu a vzniku nových pořadů osvětového charakteru, podpořili komerční vysílatelé také oficiální edukační kampaň Ministerstva zdravotnictví zaměřenou na prevenci nákazy koronavirem a poskytli jí zdarma reklamní prostor. Praha, 29. dubna 2020 – Kampaň probíhá od 19. března 2020… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

TV ADS CREATE MORE POSITIVE IMAGE OF BRANDS THAN DIGITAL, SAY CONSUMERS

Twice as manyconsumers say TV ads create a more positive image of brands than say the same about common digital formats, an extensive new survey reveals.  The report, Consumer Trust in Digital Marketing, by GroupM, questioned 14,000 consumers across 23 countries, and uncovered growing concern over digital marketing and the use of personal data that could… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

LINDSEY CLAY: 6 TV MYTHS THAT NEED TO BE DEBUNKED

It’s a new decade. Or is it? It depends on how you like your decades. Is the old one finished or is that not until the end of 2020? ‘Who cares you pedantic twat, Clay?’ you might ask. Fair enough, but 2020 is certainly a good moment to reflect. And why not reflect on some of the… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

MEDIA INDUSTRY LAUNCHES TV CHARTER FOR “RESPONSIBLE AND TRANSPARENT” AD MEASUREMENT

The association of TV and radio sales houses egta has launched a “progressive TV Charter on television companies’ commitment towards the responsible and transparent measurement of advertising in the TV/video ecosystem.” Launched with support by The Global TV Group, the charter has been signed by most of egta’s 155 member sales houses in over 42… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS