Tag: marketing
IAB: U.S. AD SPEND TO SPIKE BY 9.5% IN 2026 AS AI POWERS MARKETING EFFORTS AND LINEAR TV DECLINES
28. 1. 2026 AI has become the defining force shaping marketing priorities in 2026, with advertisers rapidly embedding the technology across planning, activation, and measurement, IAB reported. The Interactive Advertising Bureau (IAB) has released a new study predicting 9.5% year-over-year growth in U.S. ad spend, accelerated by major cyclical events like the mid-term elections and Olympics. Its annual… Continue reading IAB: U.S. AD SPEND TO SPIKE BY 9.5% IN 2026 AS AI POWERS MARKETING EFFORTS AND LINEAR TV DECLINES Více informací
THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING
23. 1. 2026 Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing. The year 2025 brought significant changes to influencer marketing. Audience size is no longer the main measure of success, reach is declining due to algorithm changes, and brands are focusing on long-term collaborations. At the… Continue reading THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING Více informací
HOW FRAMING TIME CHANGES WHAT PEOPLE THINK SOMETHING IS WORTH
21. 1. 2026 The way in which time is framed in relation to a service or product, such as the age of a whisky, influences people’s perception of its value, says new research, and how brands use this to their advantage will depend on what they are trying to sell. The study examined the difference between presenting time… Continue reading HOW FRAMING TIME CHANGES WHAT PEOPLE THINK SOMETHING IS WORTH Více informací
OVERVIEW OF EVENTS IN MARKETING IN 2025
31. 12. 2025 AI has become an integral part of marketing this year, but brands are also relying on other innovations. The year has come and gone, and it’s time to recap what has made its mark on marketing in the domestic market. Artificial intelligence has already become a standard in marketing work, brands are increasingly emphasizing chatbots… Continue reading OVERVIEW OF EVENTS IN MARKETING IN 2025 Více informací
LABUBU, DUBAI CHOCOLATE OR SIX SEVEN. WHAT POPULAR TRENDS DID THE PAST YEAR BRING?
27. 12. 2025 As 2025 draws to a close, new trends have sprung up everywhere. You’ll find Labubu soft toys in almost every toy shop, whilst sports enthusiasts have taken a fancy to Stanley mugs. And those with a sweet tooth have fallen in love with Dubai chocolate, for example. Dubai chocolate. A phenomenon that has even shaken… Continue reading LABUBU, DUBAI CHOCOLATE OR SIX SEVEN. WHAT POPULAR TRENDS DID THE PAST YEAR BRING? Více informací
AMID MARKETING’S AI OBSESSION, SOME CONSUMERS ARE ‘EXCITED FOR REALITY’
10. 12. 2025 To reach them, brands like Apple and Heineken are highlighting practical effects and emphasizing real connection. The current cultural obsession with all things AI may have caused a boomerang effect—a true appreciation for something real. Filmmakers Luke Barnett and Noam Kroll recognized it last month when they rolled out a spec ad for Pepsi. The… Continue reading AMID MARKETING’S AI OBSESSION, SOME CONSUMERS ARE ‘EXCITED FOR REALITY’ Více informací
THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?
10. 12. 2025 Research agency ResSolution Group has presented its extensive study on Generation Alpha. It maps their habits, behaviours, buying and media preferences and perceptions of advertising. Generation Alpha, i.e. children born after 2010, are growing up in a world connected by digital technology and social networks. This generation is the first to be born “with a… Continue reading THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR? Více informací
CONSUMERS IN 2026 WILL BE FULL OF PARADOXES, PREDICTS DENTSU
4. 12. 2025 Half of consumers are trying to minimize screen time, according to the agency’s new trends report. Marketers are facing a paradox as consumers both embrace artificial intelligence and simultaneously have a strong desire for a more traditional, unplugged lifestyle. Despite over half of consumers, 53%, using AI in their daily lives, 50% are trying to… Continue reading CONSUMERS IN 2026 WILL BE FULL OF PARADOXES, PREDICTS DENTSU Více informací
GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING
3. 12. 2025 Generation Z plays a significant role in today’s marketing and media. That is why it was the focus of this year’s conference, which was held on 26 November by the Department of Marketing Communications at the School of Creative Communication. This year’s marketing conference at the College of Creative Arts was entitled Generation Z, Marketing… Continue reading GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING Více informací
THREE TRENDS THAT WILL FUNDAMENTALLY AFFECT MARKETING IN 2026
1. 12. 2025 Artificial intelligence, authenticity and an agile approach to communications are three key elements that will shape marketing in the years to come. These are the conclusions of an analysis presented by Panasonic Connect, based on discussions and observations at the This is Marketing event. The combination of technology – particularly AI – with authentic messaging… Continue reading THREE TRENDS THAT WILL FUNDAMENTALLY AFFECT MARKETING IN 2026 Více informací
STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION
1. 11. 2025 We’ve all become obsessed with attention as a media metric. As marketers, we’ve spent the past few years fixated on measuring how long people look at our ads, how engaged they are, and which channels deliver the most eyeball time. But we’re missing something fundamental: before anyone can pay attention to your ad, they first… Continue reading STUDY AUSTRALIA: THE OTHER HALF OF THE ATTENTION EQUATION Více informací
SNOOP DOGG TURNS 53 — AND STILL PROVES AUTHENTICITY IS THE BEST MARKETING
20. 10. 2025 On 20 October, Snoop Dogg celebrated his 53rd birthday — calmly, humorously, and with the effortless detachment that has become his trademark. The rapper who helped define the sound of West Coast gangsta rap in the 1990s has become a living brand and a cultural institution. His voice, style, and irony long ago crossed the… Continue reading SNOOP DOGG TURNS 53 — AND STILL PROVES AUTHENTICITY IS THE BEST MARKETING Více informací
BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT
17. 10. 2025 Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That’s according to new research from the IPA, led by Les Binet and Will Davis. The new research reveals a disconnect between what really drives marketing effectiveness and what marketers believe. That’s one of the conclusions of new… Continue reading BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT Více informací
MARKETING TODAY IS FULL OF DATA, BUT IT IS STILL ABOUT EMOTIONS, IDEAS AND COURAGE
15. 10. 2025 Today, practically anyone can create a campaign. The only difference lies in quality, says Petra Jankovičová, President of the AKA and CEO of Triad Prague. The communications industry is currently facing many challenges and undergoing a transformation in which the rules of the game are changing, technology and artificial intelligence are taking centre stage, and… Continue reading MARKETING TODAY IS FULL OF DATA, BUT IT IS STILL ABOUT EMOTIONS, IDEAS AND COURAGE Více informací
COMPANIES WANT MORE FROM MARKETING THAN CAMPAIGNS, RESEARCH SHOWS
2. 10. 2025 Marketing directors are often co-responsible for the growth of companies. A third of respondents consider them key players. They should therefore focus more on growth strategies, according to research from Confess Research presented at Brand Management. The survey of more than 100 companies with in-house marketing teams found that 76% of respondents attribute responsibility for… Continue reading COMPANIES WANT MORE FROM MARKETING THAN CAMPAIGNS, RESEARCH SHOWS Více informací
CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?
26. 9. 2025 Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey. 83.5% of marketers believe that creativity is the key to advertising performance, but only 58.5% of respondents agree within their team on exactly what good creative is. That’s according… Continue reading CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN? Více informací
CZECH INTERNET FORUM DISCUSSES THE IMPACT OF AI ON THE MEDIA
22. 9. 2025 AI is shifting media, marketing and the way we create and consume content. Speakers at the 20th edition of the conference will highlight the challenges facing the digital world and offer strategies for responding to them. Twenty years of innovations that have changed media, marketing and audience behavior, and now a new wave is coming… Continue reading CZECH INTERNET FORUM DISCUSSES THE IMPACT OF AI ON THE MEDIA Více informací
YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS
21. 9. 2025 “Younger marketing people may be more inclined to favor nothing but social media,” notes Matt Sunshine, CEO at The Center for Sales Strategy. Yet, while they do favor social media, Sunshine finds they may be interested in their older counterparts in good ol’ traditional, linear media channels. That finding was shared in a “Chart of the Week”… Continue reading YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS Více informací