In April 2019, all main TV Channels had -5% in number of spots on air and +15.5% in GRPs delivered!!! Contributors to this result were The unusual for the season cold weather, that kept people home, boosting TV viewership and The dominance of Prime Time by a small number of highly successful shows. Weak [...]
We were saying in our June 2018 post, that a study published by ADMAP magazine in March 2018, referred on research results comparing 30 sec TVCs and 15 sec. Using rational and emotional drivers of brand choice, the verdict tilted definitely in favor of the 15 sec commercials, tracing marginal effectiveness differences. Now it is time [...]
Photo: Christian Fregnan / Amsterdam / Unsplash All businesses will have sooner or later to take the plunge. But we meet quite often business executives or owners saying they don't have the money to deal with it. Reality is that it is not a question of money. It's a question of mindset! And this [...]
We truly appreciated the extracts from McCann Worldgroup’s Truth About Global Brands 2: They explore both the macro cultural forces and the local impacts on brands. Conducted by McCann’s Truth Central, the study surveyed more than 24,000 people in 29 countries. More so, since important particular points are in line with other findings from [...]
Photo by NeONBRAND on Unsplash In Europe, the immigration problem, the effects of the ever changing rivalries between the US, China and Russia and the accelerating Eastbound move of the economic "center of gravity", destabilized among other, the value systems within every European country, with very visible results like the Brexit referendum, the polarization of political views [...]
We have been repeatedly arguing this year, that advertising in off-Line media needs in priority to accomplish two things: Become more entertaining & more attention grabbing. Needs primarily to grab the attention of consumers, to stand a chance to deliver the message in the "ad interruption paradigm" we live in. Nevertheless, attention grabbing [...]
Photo https://unsplash.com/@levisaunders Marketing and advertising entertain a number of beliefs that govern our practices, until … a brave counterexample renders them obsolete. Our June 2018 post “Long or short?” went against the belief that · Complicated issues cannot be presented through short videos The latest AUDI campaign on FB “The seriously silly Audi approach to social advertising”, as presented by Marketing [...]
Photo by Jack Daniel Ocampo Palacios on Unsplash Extrovert towards its own clients, the advertisers. Digital ad expenditure is expected to grow by 13% in 2018, while expenditure on TV by only 2.5% (Source: MAGNA) A universal truth is that the media get a higher percentage of ad revenues, as long as they become more measurable. And [...]
One of the 1 mil $ questions in TV advertising has always been about the right length of the commercial. The media planners were never in favor of the long versions (not always for the correct reasons), while the account handlers usually advocated in favor. A new study published by ADMAP magazine in March [...]
When advertisers need to check the performance of their digital campaigns, very often jump into seeking benchmarking comparisons, exactly as they do in TV. But in digital, targeting is much more precise and objectives much more diversified. From awareness building to call for action, the range is quite big. Nowadays, GDPR compliance campaigns is the [...]