Channel 4 trials artificial intelligence

Channel 4 trials artificial intelligence

Channel 4 has revealed a new artificial intelligence (AI) ad product that will let brands better integrate with TV. The artificial intelligence is powered by an algorithm that will use visual and audio recognition to identify ideal TV moments for relevant brands to integrate with. “For example, a character in a show might be seen enjoying a cup of tea and this scene may appeal to a tea brand whose ad would then be placed in the following break,” said Channel 4. While in the early stages, the network looks to sell these moments in bundles to brands across different categories, be it food, hot drinks, relationships or mobile phones. Channel 4’s own research found that placing contextual ads next to regular spots, meant spontaneous awareness was up a third, while positive brand perception 12% and purchase intent rose by 13%. After trials, Channel 4 will present its results later this year. Source: The Drum How can television advertising and sponsorship work for you? Give our team a call on 02921 320 200 or email at...
Love Island 2018: the stats so far

Love Island 2018: the stats so far

Series 4 of Love Island launched with a whopping 4.1m viewers and an 18.5% share. This was more than double the audience of last year’s series opener; up by +2.1m viewers and +9.8 share points. The Love Island launch episode also had 1m viewers on non-TV devices, taking the total up to 5.1m! That makes it ITV2’s biggest ever audience and the most watched programme on a digital channel since the London Olympics in 2012. 2.1m 16-3s tuned into the launch episode with a 49.5% share. This is the biggest 16-34 audience on any channel since I’m A Celeb. It’s the biggest 16-34 audience on a digital channel since 2010. It was up on last year’s launch by over +1m viewers. As the show reaches week 3-4, the rating rose once again as it has its biggest ever audience of 3.4m viewers and a 17.4% share, making it ITV2’s most watched programme! Love Island is the most watched programme on a digital channel ever amongst 16-34’s! The Love Island app has also had 2.2m downloads. Love Island digital has also rocketed in numbers over the last two weeks. On the day Germany were kicked out of the World Cup, there were more tweets about Zara and Eyal being kicked out of the villa! 1.85m people now follow the Love Island Instagram account, double what it was at the start of the show! Source: ITV Media Want to know more about how television advertising or sponsorship could work for you? Give our team a call on 02921 320 200 or email at...
What adverts are winning at the World Cup?

What adverts are winning at the World Cup?

As the FIFA World Cup nears the half-way mark, with England through to the final 16 (and Germany out), Take a look at the winning (and losing) ads of the tournament. When it comes to emotional engagement, US online shopping portal Wish comes out top for its ‘Time On Your Hands’ campaign, according to System1. They monitored how thousands of UK consumers responded to 28 different World Cup ads by getting them to register their emotional responses by showing them eight different faces – contempt, disgust, anger, fear, sadness, neutral, happiness, surprise. Ads were then weighted for business effect and given a score of between one and five stars based on ROI growth. With one star representing 0% growth and five stars 3% growth. Wish recruited football legends such as Italian goalkeeper Gianluigi Buffon for its campaign. This ad in particular winning the attention of British consumers, with an ’emotion into action’ score of 76.5% – the highest of any ad in the ranking.     Of the local ads tested in the UK, BT’s ‘There Father and Son’ performed the worst. Scoring just one star and an emotion into action score of 60.9%. While Nike only managed to score two stars for its ad celebrating Brazilian street ‘futbol.’ It performed better in other countries. For instance, it was given a five star rating in Portugal.     Nike did score better than Adidas which achieved just one star in the UK for its celebrity-packed ‘Create The Answer’ campaign which has been labelled an “emotional bomb”.     What advert is your favourite? Source: https://www.marketingweek.com/2018/06/27/world-cup-ads/   Want to know...
Missguided sales boom due to Love Island partnership

Missguided sales boom due to Love Island partnership

Sales have spiked by around 40% between 7pm and midnight when the show airs. Making it the most effective way for Missguided to reach its target audience next to Instagram. Missguided says it has seen sales increase by around 40% during the evenings Love Island is on TV. Speaking to Marketing Week, Missguided’s new chief customer officer, Kenyatte Nelson says aside from Instagram, nothing allows it to reach its core 16- to 29-year-old female audience with the same efficiency as Love Island. “There’s nothing that exists outside of the Instagram platform that touches on a daily basis, for 10 weeks, our core customer – particularly those under the age of 25 – with the depth, frequency and level of engagement like Love Island,” Nelson explains. “From a commercial standpoint it’s worked brilliantly. Even on the first day the show aired, our trade – particularly from around the hours of 7pm to midnight – saw an increase of around 40% week on week and its trajectory has been ratcheting up ever since, it hasn’t slowed.” The women’s fashion retailer partnered with the ITV hit reality show this year in an effort to drive awareness of the brand. And to show that it is more than just party dresses and occasion wear. “In TV, if you do a buy for 16-29 females they’re probably going to put you on X Factor. The reality is you’re only going to pay for that audience and get everyone else for free. The digital guys would call that wastage, but when you’re getting millions of eyeballs for free I’m not sure how much is wasted....
Brand of the Year nominations

Brand of the Year nominations

The nominees for brand of the year have been revealed and it’s a mixed group! Up for the award this year are Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons. The Brand of the Year will be chosen by a combination of your votes, the thoughts of a stellar panel of judges and insight from YouGov’s BrandIndex tool. So why are the brands up for the award? Asos Asos continues to impress on just about every measure imaginable. Despite being part of a category under constant economic pressures – fashion retail – Asos has posted stellar financial numbers this year. The online retailer’s group revenue rose by 27% to £1.9 billion in 2017, while UK sales in the period rose by 16% to £698.2 million. The Guardian In January, the news organisation made the move to tabloid format, ostensibly in a bid to cut costs. But it used the opportunity to totally redesign the brand. Updating its logo, changing its masthead and changing the look and feel of the newspaper, website and content. Harry’s Razor brand Harry’s burst into the UK market last June. Beating Unilever-owned Dollar Shave Club’s to launch on this side of the Atlantic. Harry’s is reportedly the fast-growing competitor to established razor brands, such as Gillette. It recently raised $112m of financing that it plans to spend on developing brands beyond male grooming, taking its total funding up to $474m. Heineken This year saw Heineken position itself as a brand with purpose, attempt innovative ads and essentially invest a lot of faith and money into marketing. Ikea Ikea has gone from strength-to-strength in the furniture...