Integrating TV Advertising with DOOH

Integrating TV Advertising with DOOH

When TV advertising and DOOH advertising are combined, the impact on the viewer is significantly increased rather than with one medium alone. TV advertising creates prestige for a brand whilst developing an element of trust with the viewer. 77% of adults claim that TV adverts are most likely to trigger an emotional response leaving a memorable impression on the viewers mind. DOOH is more likely to engage people who are active, such as commuters, shoppers, and socialisers. Their engagement with the ad in this active state will thus make it more likely that the brand becomes inescapable; it’s marketing message engrained. From a planning point of view the integration of DOOH and TV is flexible in deadline cut off allowing changes to marketing messages and reaction to the current market place. DOOH advertising is fast and responsive, with campaign amendments often made hourly. This affords brands the agility to optimise their advertising activity, boost campaign efficiency, and obtain last-minute deals. What’s more, campaign efficiency can be increased by integrating the targeting capabilities of TV and DOOH advertising. TV ads allow for demographic targeting, as they can be placed on niche interest channels or programming watched by a brand’s target audience. DOOH ads can be targeted in terms of location (for example, advertising outside a retail outlet to attract more customers) and time (for example, advertising by lunchtime to target commuters). Indeed, DOOH ads will serve as a perfect supplement to TV ads because they are not as easily avoided as TV ads, and will reach a wider audience. Finally, integration heightens online response. Indeed, 74% of UK adults claim...
Ad spend increased by 3.7 % in 2016

Ad spend increased by 3.7 % in 2016

New figures out indicate that Brexit had no adverse affect on UK ad spend with a flat growth in Q3 and an increase of 3.9% year on year, to £5.8bn in Q4. This is the seventh consecutive year that advertising has shown a growth, with a spend of £21.4 bn in total for 2016 up by 3.7% Internet spend dominates, up 13.4% to £10.3 bn for 2016. Mobile accounted for 99% of that growth, with ad spend for mobile platforms up a significant 45.4% to £3.9bn. It is predicted that mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%) Some traditional advertising mediums continue to hold their own with TV advertising growth driven by a 12.6% rise in video-on-demand ad revenues in 2016. Cinema spend was also up by 8% to £257m and radio up 5.4% to £646m. Print spend fell by 10% to £10.1bn and direct mail fell by 10.4% to £1.7 bn. The forecast for the next two years is positive with ad spend forecast to grow. Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email standout@themediaangel.co.uk for award-winning media planning and buying...
Marketers report increased adspend despite falling confidence amid Brexit

Marketers report increased adspend despite falling confidence amid Brexit

According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote. In Q3 of 2016 13.4% out of 300 marketers surveyed increased their ad spend. An increase of 10.7% from Q2. However, the advertising market remains uncertain since Brexit having an impact on financial prospects over Q3. 12.1% of marketers were pessimistic about their industry’s financial prospects down from -8.1% in Q2 and the lowest recorded figure by the survey since Q4 in 2012. However, they seemed more confident in their own businesses during Q3 with 31% expressing optimism and a net balance of 10.6% but down on Q2 which posted 13.7%. The report forecast ad spend up  1.9%, from the expectation of 0.2% decline, but it expects a 0.7% drop in 2017. A growth of adspend is projected for 2018  up  +0.2% , 2019 +2.4%, 2020 +2.7% Events budgets grew in Q3 by +9.9% Internet budgets grew in Q3 +4.9%. Main media advertising fell by 3.8%, in Q3 compared to a rise in Q2 of 9.3%. PR was down -1.1% in Q3 whilst market research fell by -2.3% and sales promotions by -4.0% The report further shows that a positive forecast is now predicted for ad spend growth in 2016 and that with the negotiations in Brexit beginning, a tougher 2017 seems inevitable. The Media Angel team keep updated on market trends to get the best outcomes for our clients. Get in touch today on 02921 320 200 or email us at Standout@themediaangel.co.uk to discuss the best mix channels for your marketing...
Brands are losing consumer trust on social media

Brands are losing consumer trust on social media

Recent research conducted by YouGov for the Chartered Institute of Marketing, shows 25% of consumers claimed to have seen a fake online review, increased from 17% when the survey was last conducted in 2014. Also, 21% (up from 14% in 2014) of consumers say they have seen a brand incentivising customers to share positive comments on social media without making it clear to the users, with 16% saying that brands pay someone for promotion without payment being declared. “This has led to consumers querying if what they are seeing is genuine. There is a growing awareness of certain practices out there, brands should be wary,” says CIM CEO Chris Daly. Brands social media platforms are losing trust with consumers. 30% say they have little or no trust in the brand information they view on Facebook, 20% rise since 2014. The increase is matched across Twitter, Instagram, Pinterest and LinkedIn. Brands should be concerned as social media is a key source of information for consumers when making purchase decisions. When questioned by CIM, 62% of people said they now ‘Often’ or ‘occasionally’ use social media when deciding whether to make a purchase. “Consumers are looking for reassurance on social media that the restaurant they have booked for a special occasion or laptop they are thinking of buying is the right choice. “Creating a degree of transparency and honesty will make brands appear authentic and boost loyalty.” – Chris Daly, CEO, CIM The Advertising Standards Authority has undertaken work to engage with, raise awareness of and produce advice and training to marketers. 52% of marketers have little or no understanding of...
UK adspend has grown to £20.1 billion

UK adspend has grown to £20.1 billion

A recent report by the Advertising Association/Warc Expenditure has shown a rise in UK adspend by 7.5% to £20.1 billion. This is the highest rate since 2010. Cinema adspend saw the greatest rise of 20.8 per cent to reach a record £283 million in 2015. The release of Star Wars: The Force Awakens and Spectre has strengthened this. It is expected to grow further in 2016. The second highest was internet adspend which rose 17.3 per cent to £8.6 billion. Mobile made up 78 per cent of the growth as it increased 61.1 per cent to £2.6 billion. Rapid growth is expected to continue in this sector. TV adspend rose by 7.3 per cent to reach a record £5.3 billion. This was made up of a growth in spot spend of 6.7 per cent to £4.8 billion, and a 20.7 per cent increase in video-on-demand to £175 million. Total TV spend is forecast to rise a further 5.1 per cent in 2016. Radio adspend grew 2.9 per cent to £592 million, and out of home spend rose 3.9 per cent to a record high of £1.1 billion. Despite the fantastic growth in adspend for these platforms, print adspend for national newsbrands dropped 11 per cent to £1.2 billion. However, digital adspend increased by 2.5 per cent to £220 million. Direct mail spend grew 1.4 per cent to £1.9 billion data from the Royal Mail has shown. The ad market is expected to grow again this year with AA/Warc forecasting 5.5 per cent growth for 2016 and for 2017. Are you undecided on the best channels to suit your marketing objectives? Contact our...

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