Tag: advertising
TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS
5. 2. 2026 Following the launch of the Credos Trust Tracker data for 2025, Channel 4’s chief commercial officer analyses the results and their implications for TV advertising. In a world of deepfakes, bots and post-truth politics, it’s not surprising that consumers are seeking shelter in trusted environments where accuracy is everything, and facts are back in fashion.… Continue reading TRUST IN TV GREW FASTER OVER PAST FOUR YEARS THAN ANY OTHER MEDIUM, RESEARCH REVEALS Více informací
THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS
4. 2. 2026 The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that… Continue reading THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS Více informací
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026 Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS. Více informací
CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST
3. 2. 2026 Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST Více informací
SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA
3. 2. 2026 Celebrity-packed Super Bowl ads aren’t new, but for Super Bowl LX, some brands are leaning into something even more familiar: Cast reunions that tap directly into pop-culture memory. That strategy builds on an already star-heavy trend. According to iSpot, 68% of last year’s Super Bowl ads featured at least one celebrity, and more than half… Continue reading SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA Více informací
STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT
3. 2. 2026 The StartupJobs career portal is launching a campaign created entirely using artificial intelligence. The advertisement visually embodies the platform’s main motto, which is moving forward. The marketing agency Ydeal participated in the creation, combining more than nine AI tools in the production of the spot. The campaign is running on social networks and online. The… Continue reading STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT Více informací
THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA
2. 2. 2026 Do brands still matter? How should media mixes be planned in an environment of limited budgets? How long does advertising work, and why is trust becoming one of the most valuable currencies in communication? These are the questions addressed by the British marketing organisation Thinkbox in its Nickable Studies 2025 report. The new study summarises… Continue reading THINKBOX: TV WORKS LIKE A BATTERY, POWERING OTHER MEDIA Více informací
A NEW LOOK FOR MEDALS. THE CZECH PARALYMPIC COMMITTEE UNVEILS ITS MODERN VISUAL IDENTITY AND LAUNCHES ITS CAMPAIGN FOR THE GAMES
2. 2. 2026 In exactly 32 days, the flame will be lit and the Winter Paralympics will begin in Italy. The Czech team will enter the games with a new look: a communication campaign based on black humour, a completely redesigned visual identity and an expanded partner structure. To prepare the campaign, the Czech Paralympic Committee (ČPV) joined… Continue reading A NEW LOOK FOR MEDALS. THE CZECH PARALYMPIC COMMITTEE UNVEILS ITS MODERN VISUAL IDENTITY AND LAUNCHES ITS CAMPAIGN FOR THE GAMES Více informací
EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY
1. 2. 2026 “The Super Bowl is such an egregious waste of money. Brands who advertise during its ad breaks are stuck in the past.” This is the gist of pretty much every marketing department’s water cooler conversation come February. And they’re right about one thing: Super Bowl spots are astronomically expensive, and keep rising. Yet for some,… Continue reading EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY Více informací
SUPER BOWL 2026: BUDWEISER, KINDER BUENO, AND OTHER BRANDS ONCE AGAIN BANK ON THE MOST EXPENSIVE AD SPOTS
30. 1. 2026 Here it comes! The ads for this year’s Super Bowl are already making waves and sparking conversations. For fans in the U.S.—and beyond—the Super Bowl is far more than just the football championship game. It’s an event that, for one evening each year, brings together sports, entertainment, advertising, and pop culture. Even people who don’t… Continue reading SUPER BOWL 2026: BUDWEISER, KINDER BUENO, AND OTHER BRANDS ONCE AGAIN BANK ON THE MOST EXPENSIVE AD SPOTS Více informací
WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang,… Continue reading WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT Více informací
YOUNG LIONS 2026 COMPETITION KICKS OFF, REGISTRATION OPENS
30. 1. 2026 The eighteenth edition of the Young Lions CZ competition for young creators is kicking off. Building on last year’s changes, it aims to serve as a year-round community and development platform again this year. The Young Lions Czechia competition for young creatives and marketers is entering its 18th year. This year, the organisers are building… Continue reading YOUNG LIONS 2026 COMPETITION KICKS OFF, REGISTRATION OPENS Více informací
WHEN ENTERTAINMENT BECOMES EDIBLE
30. 1. 2026 General information Country: France Company: CANAL+ BRAND SOLUTIONS Client: McDonald’s Sector: FMCG (Food & Beverage) Media: Linear TV, digital video, social media, in-app activation, in-store Time period: 4 months (September – December 2024) Background Hot Ones is a popular interview show concept in which well-known personalities answer in-depth questions while tasting progressively spicier hot sauces, creating a mix of entertainment, authenticity, and… Continue reading WHEN ENTERTAINMENT BECOMES EDIBLE Více informací
STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV
30. 1. 2026 The Video Futures Collective and Amplified have published findings from a market-wide study that measured attentive viewing of advertising on streaming video platforms in Australia. The study reported that audiences watched an average of 79% of a streaming video advert attentively. It split that total into 59% active attention and 20% passive attention. The organisations… Continue reading STREAMING VIDEO ADS HOLD ATTENTION FAR BETTER THAN TV Více informací
PRIMA TO TIGHTEN UP ADVERTISING REWINDING, VIEWERS WILL NO LONGER BE ABLE TO SKIP IT
29. 1. 2026 The Prima media group is cancelling the so-called “grace period”, which allowed pay-TV operators to skip through advertising blocks for one minute. Viewers were abusing this feature. From 1 February, FTV Prima, inagreement with pay-TV operators, will tighten the conditions under which it will be possible to watch programmes on its channels on catch-up. This… Continue reading PRIMA TO TIGHTEN UP ADVERTISING REWINDING, VIEWERS WILL NO LONGER BE ABLE TO SKIP IT Více informací
CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
28. 1. 2026 Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching… Continue reading CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT Více informací
NICOLE KIDMAN, KEIRA KNIGHTLEY AND OTHER STARS IN TV ADS: BEAUTY AND CHARACTER DRIVING SALES
28. 1. 2026 Who wouldn’t daydream when a beautiful woman—who’s also a celebrated actress—appears in a commercial? For a moment, men succumb to the illusion that driving the car featured in the ad with a diva will grant them the charisma to attract any beautiful woman. Meanwhile, women aspire to match the allure of these screen icons, making… Continue reading NICOLE KIDMAN, KEIRA KNIGHTLEY AND OTHER STARS IN TV ADS: BEAUTY AND CHARACTER DRIVING SALES Více informací
AI IN ADVERTISING IS NOT THE HOLY GRAIL. IT SAVES TIME, BUT THE QUALITY IS LACKING.
28. 1. 2026 Artificial intelligence is gradually replacing some of the manual work done by advertising creators, but it cannot replace human creativity and thinking, said Jan Suda, assessing the current situation at the Marketing Meeting conference. The possibilities of artificial intelligence in advertising are often overestimated. Jan Suda, Media & Channels Strategist at McCann Prague, said this… Continue reading AI IN ADVERTISING IS NOT THE HOLY GRAIL. IT SAVES TIME, BUT THE QUALITY IS LACKING. Více informací