The Government has recently announced its decision to ban advertising before 9pm that promotes food high in fat, sugar, or salt (HFSS), online or on TV. The measures come as part of the yearlong mission to restrict the damaging impact of obesity. The news has, however, been received with criticism from various industry professionals who […]
TV
Getting emotionally connected with TV ads
According to the American Video Advertising Bureau (VAB), 85% of all consumer purchases are made based on an emotional bond. This research indicates that TV advertising increases brand equity and that consumers find advertisements on TV more emotional and memorable than advertisements on other platforms. Research shows that adults spend more time every day watching […]
Netherlands turns to traditional media as views on social media shift
The Dutch have begun to use traditional media more deliberately in recent years, over social media platforms that are now starting to be considered a pastime exercise. The Media Experience Survey 2020 (a single source study conducted on behalf of the Dutch Advertiser Association, Outreach, Magazine Media Association and NDP Newsmedia) highlights this transition and […]
Have you considered being gayer?
Advertising is arguably behind in its representation of minority groups when compared to other areas of the media world, in particular TV programming. Advertising generally relies on stereotypes to communicate because it requires accepted social norms and gender defined binary roles to set the scene within a matter of seconds. However, it does seem to underestimate […]
Changes in media habits and predictions for post-lockdown
On Thursday 11th June, the IPA hosted a webinar on ‘Lockdown Life’, utilising TouchPoints and IPSOS data. The session covered topics including COVID-19 inspired signals, values that are holding over decades, and new changes in people’s habits. We were walked through daily and hourly changes in media consumption for pre and post-COVID-19 before the data […]
Is your DRTV ad fit for purpose?
As the rush to take advantage of cheap TV pricing continues, it is important at this critical time to remember the basic principles of a direct response (DR) ad, even in an age of low-fi (if I see one more Zoom call spot) and homemade TV creatives. The recent return of live action filming is […]