AVoD to pick up speed in 2019

AVoD to pick up speed in 2019

Advertising-funded video-on-demand (AVoD) – think Now TV, Hulu and Sony’s Crackle, as well as growing interest from Amazon – is still very young compared to other media. But, advertisers are fast beginning to see its future potential. Subscription video-on-demand (SVoD) services like Netflix have been garnering plenty of attention as they colonise global living rooms. But, competition is also starting to heat up in for online video ad spend. So much so that it is outpacing other media with spend set to double to $47bn by 2023 worldwide, according to Warc. The expected $23.8bn in brand investment that AVoD will receive this year equates to a 5.2% share of global ad spend, which is increasing year on year. And as a percentage of total over-the-top (OTT) spend (an estimated $68.7bn in 2018, according to Digital TV Research), AVoD will account for 34.7%. “Consumers’ voracious appetite for video content anywhere, on any device, has been propelled by SVoD services such as Netflix. But it is AVoD platforms which present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content. This is why AT&T and Amazon are exploring moves into the AVoD sector next year, with the ultimate aim of taking the lion’s share of a market expected to be worth $47bn by 2023.” James McDonald, data editor, Warc. AVoD platforms present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content. Indeed, Amazon kick-started speculation in the summer when it posted a job ad looking for a UK-based executive to lead an ad-funded free-to-air TV offering. An ad-funded platform, Pluto...
What will advertising on voice sound like?

What will advertising on voice sound like?

The voice boom is coming, so brands need start shifting their focus: Forget what advertisements in the future will look like – what will they sound like? The rising popularity of voice-enabled devices, be they digital assistants or smart home speakers, means advertising on such platforms are emerging – and paid opportunities are almost non-existent. Consumer trusts isn’t there Microsoft’s head of evangelism for search, Christi Olson, said her company isn’t yet advertising on its platforms because consumer trust isn’t there yet. The company ran a survey that found consumers are unsure of how their data is being used, and when exactly the devices are listening. Cautious advertising This friction may hinder paid advertising opportunities, but it isn’t deterring consumers from engaging with voice-enabled devices. Information from Alpine.AI shows there are over one billion voice searches per month on smart assistants, as of January 2018. Jim Cridlin, global head of innovation at Mindshare, explains this consumer-platform relationship as a ‘trust truce,’ where consumers are using a device that meets their needs, while companies like Microsoft, Google, Amazon and Apple are taking a cautiously deliberate approach to advertising so they don’t alienate users. “It’s not that brands don’t want to take advantage of [paid advertising opportunities],” Cridlin claims. “I think it’s the other side of the equation. It’s the platform owners that aren’t yet ready for brands to advertise their content. They want to get the behavior in place, go from the trust truce to one of total trust, before they introduce advertising on their platforms.” Using data to enhance The simple fact that speaking is easier for most users than typing means voice-enabled...
Does TV and internet advertising feed children’s junk food habits?

Does TV and internet advertising feed children’s junk food habits?

“Every hour kids spend online increases chance of buying junk food by a fifth,” reports The Daily Telegraph. A Cancer Research UK survey of almost 2,500 children found those who used the internet or watched commercial television for more than half an hour a day were more likely to ask for, buy or eat junk food (food high in fat, salt and sugar). Researchers found the primary school-age children surveyed spent an average of 16 hours a week on the internet. They found 4 of the 5 most popular websites the children used were commercial sites that display online advertising. That compares to an average of 22 hours of television a week, 12 hours of which was on commercial channels that show adverts. There are currently no UK guidelines on screen time for children. These are expected in 2019. What did the study find? Researchers found links between the amount of time children spent watching TV or on the internet and their likelihood of being overweight, asking for junk food, and buying and eating certain types of junk food. Time spent watching commercial TV or online wasn’t linked to children’s activity levels. Each additional hour children spent watching commercial TV was linked to: a 22% increased chance of children asking for food they’d seen advertiseda 21% increased chance of children buying food they’d seen advertiseda 23% increased chance of them consuming sugary drinksan 18% increased chance of consuming pastriesa 16% increased chance of consuming crisps and sweets Each additional hour children spent online was linked to: a 19% increased chance of children asking for food they’d seen advertiseda 19%...
JCDecaux wins contract for the two largest UK shopping malls

JCDecaux wins contract for the two largest UK shopping malls

JCDecaux announces that it has won the contract for the in centre advertising at Westfield London and Westfield Stratford City. They are the premium retail, shopping and leisure destinations in London. Ranked number one and two for mall retail spend in the UK. The contract follows a competitive tender and is for a term of 8.5 years. They will take over the contract in November and will manage internal advertising opportunities across the two malls, comprising 180 screens in a 100% digital environment. With the addition of Westfield London and Westfield Stratford City, their portfolio will now cover all 25 of London’s top retail zones (source CACI). Westfield London and Westfield Stratford City deliver 52 million digital weekly viewed impressions (source: Route 27). “JCDecaux’s expertise in selling the London and international luxury audience means they are ideally placed to share our vision for the Westfield London and Westfield Stratford City advertising portfolio. JCDecaux brings the scale, digital expertise and data insight to understand our audience and to develop our offer further. This partnership with JCDecaux will give advertisers a new opportunity to reach influential and affluent audiences at multiple touchpoints in London and will benefit Westfield shoppers with relevant and engaging advertising content on the screens.”Paul Buttigieg, Director of Commercial Partnerships, Shopping Centre Management, Unibail-Rodamco-Westfield “This win cements JCDecaux’s position as the number one in mall advertising in the UK and the leading provider of digital screens in all the major retail areas of London. Westfield centres offer a premium proposition with premium retailers and a premium audience and the new digital screens will make it a powerful proposition for advertisers...
Why does TV work?

Why does TV work?

Here are five reasons why TV advertising is in such good health. 1. Television delivers audience Between 2010 and 2018, adult impacts in the UK have remained remarkably stable – in fact, they’ve actually increased, from 867.4m to 873.6m (BARB). Among the 16-34-year-old demographic, impacts have fallen from 203.5m to 158.1m (BARB). 2. TV commands attention The rise of ad-free, subscription-based television platforms has been taken as proof that advertiser-funded television is on the wane.  But this viewing and these subscriptions are incremental, not substitutional. While 2018 can boast record subscriptions in the UK to Netflix (9.1m) and Amazon Prime (4.8m), the same is true of subscriptions to the three leading pay TV cable and satellite platforms, all of which carry advertiser-funded channels: Sky, Virgin Media, and BT Sport (15.1m). 3. TV dominates spend The spend behind television advertising is reliable and robust. In 2010, advertisers in the U.K. invested £4.1bn in TV advertising. In 2017 – following the great recession of 2008-2010 and its medium-term consequences – the figure had risen to £4.8bn. 4. TV delivers the best efficiency Across every sector and every category, the ROI data indicate that television is the most efficient media available to advertisers. TV delivers the strongest ROI in the short term (£1.73 for every £1 invested), more than radio (£1.61), print (£1.44), online video (£1.21), online display (£0.82), and out-of-home (£0.57). Short-term – for campaigns measured in weeks and up to six months – ROI is holding up. In 2008, TV’s ROI was £1.70, whereas today it’s £1.73. 5. TV is the most effective medium No other medium delivers ROI at...