Marketers are now doing more with less, paying close attention to the tone of their creative and the media brands they choose. Consumers emerging from this crisis are cautious and wary, looking for reassurance, which is why building trust is so important.
The media channel or placement impacts the way an advertisement is received and perceived. Choosing the wrong media placement can result in brands falling foul of consumers who, under stress, are cynical of opportunists and false empathy.
The isolation of CV-19 may be coming to an end, but the trials aren’t over for marketers. With this immense challenge comes the opportunity to focus on what works and lay the foundations for more effective marketing well into the future.
Deep Dives / Effectiveness
So far 2020 has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making […]
Deep Dives
How do Australian marketers connect with audiences effectively to drive positive business outcomes and, ultimately, growth?
Deep Dives
Throughout CV-19, Australia’s commercial broadcasters have kept audiences entertained with a plethora of locally produced content and they’re just getting started. Find out what’s yet to come in 2020.
Deep Dives
Analysis of marketing spend in difficult economic times shows brands that maintain or increase advertising, relative to competitors, gain market share compared to those who reduce or stop advertising.
Deep Dives
Given the economic impact of CV-19, it’s tempting to cut advertising spend. While that may help to balance the P&L in the short term, it pays to consider the long […]
Deep Dives / Travel
Travel is an industry that is always looking forwards. Yes, towards future bookings, but also towards greater innovation. Today’s customers demand ever more personalised, efficient and frictionless services. And, with […]
Deep Dives / Upfronts
Australia’s commercial TV broadcasters have got a massive year planned in 2020. From fresh new programming to returning favourites and innovations in technology and data, there’s a lot to take […]
Deep Dives / Publications
Recognising the significant challenges and opportunities facing the finance and banking sector, the first deep dive of ThinkTV’s The Future Series takes a look into consumers’ relationships with banks.
Deep Dives / Retail
The nights are getting warmer, the days are getting longer, and it can only mean one thing, the countdown to Christmas has begun.
Deep Dives / Clickety Boom
TV advertising drives short and long-term business results for hipages. Keen to explore the impact of TV on a business that had largely relied on search advertising, ThinkTV found an […]