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 to have picked up an internet connected device during TV ad breaks This consequently leads to upsurges in brand searches and greater social media engagement. The use of DOOH will further drive this online response. According to a research project, OutPerform, by Outsmart, OOH activity drives +17% uplift in smartphone brand actions. The integration of TV and DOOH should thus generate a wider online response.
In summary, it is clear that the distinct benefits of TV ads and DOOH ads will be significantly increased when they are working together. This will create a more effective advertising strategy for the advertiser, thereby ensuring that its audience is more acutely captivated.

If you need help ensuring your marketing budget is invested on the right media platforms so you STAND OUT and get results, contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320200. #LoveMarketing
 

Global ad growth driven by digital formats

According to the latest adspend forecasts from Zenith, a host of digital formats including social media, in-feed ads, paid content, online video and native advertising are helping to fuel the growth in global advertising.

Between 2016 and 2019 Zenith said the ‘innovative’ digital ad formats will drive 14% annual growth in total display advertising, a category that still also includes traditional banner ads.

Total display expenditure will rise from US$84bn to US$126bn over this period, accounting for 64% of all the growth in global ad expenditure. By 2019 total display will account for 50.4% of internet advertising expenditure, exceeding 50% for the first time.

For the UK, Zenith forecasts total display to grow by 5% a year to 2019, when it will account for 37% of internet advertising expenditure.

Zenith said most of the growth is coming from social media (which will grow at 20% a year) and online video (which will grow at 21% a year).

“Internet display is coming into its own as a brand-building media, powered by social media and online video,” said Jonathan Barnard, head of forecasting and director of global intelligence at Zenith.

“But the distinctions between online video and traditional television are being eroded, and the two work together much better than they do separately.”

Zenith forecasts that global advertising expenditure will grow 4% to US$558bn by the end of 2017. This is down fractionally from the forecast of 4.2% that it made in June.

The UK was the stand-out growth market in Western Europe from 2011 to 2016, growing at an average of 7.3% a year. However, a slowing economy, gathering inflation, and political uncertainty over the mid-year elections and Brexit negotiations have all contributed to a sharp slowdown in UK adspend this year.

Zenith now forecasts just 0.7% growth in UK adspend in 2017, down from the 0.9% growth it forecast in June.

Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.

RAJAR Q4: What you need to know

Today we received the most up to date listening figures for radio in Wales; giving us insight into the current listening patterns of Welsh radio fans.

We have put together a brief overview of the top line stats.

Wales

Heart South Wales has continued to be the number one commercial radio station in Wales with 487,000 listeners (up 3,000 listeners from Q3) 26%, tuning in every week.

Capital South Wales gained 7,000 additional listeners, reaching 208,000 listeners per week, 20%.

Unfortunately once again The Wave has not had a successful Quarter, losing 17,000 listeners; however, they have still achieved a strong reach of 25%.

Radio Pembrokeshire continues to achieve the highest percentage weekly reach of any radio station in Wales at 38%, a 2% increase on Q3.

Smooth South Wales listening hours remain strong with the average person listening for 15.5 hours a week – an increase of nearly 2 hours per listener a week, closest competitor is Swansea Sound at 10.7 hours

Capital North Wales and Heart North Wales both saw a loss of listeners with 13% and 2%.

National 

Capital drops from 2m listeners to 1.7m, whilst Heart loses 321,000 listeners going from 1.683m to 1.362m.

Magic has also lost reach, dropping from 1.804m to 1.723m but remains in third place amongst commercial stations behind Capital.

Radio X is up this quarter nationally but down in London. Chris Moyles’s show is nationally up by 14,000

The top 5 London commercial stations are

  1. LBC (1m listeners)
  2. Heart (1.362m)
  3. Magic (1.723m)
  4. Capital (1.730m)
  5. Kiss (1.860m)

Digital 

National commercial digital listening hours continue to grow increasing by 21% year-on-year to account for almost three quarters (73%) of all national commercial listening, following the launch of the second national DAB commercial network broadcasting 19 national commercial stations in March 2016.

If you need help ensuring your marketing budget is invested in the right radio stations and media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320200

 

Marketing strategies to consider for 2017

Personalized & segmented content

Looking at your existing clients and potential clients as one and lumping them together in one advertising strategy will soon to be ill advised… brands are beginning to realise that breaking their audience down into segments and targeting as such will reap better rewards by delivering content that will resonate better. Research and use of data will aid this segmentation and ultimately find the content that each audience will find most engaging.
Targeted messaging can be achieved through different email lists, in-app messaging, different content for different social networks i.e. Facebook, LinkedIn.
Traditional advertising mediums can utilize different messages aimed to separate audiences, changing the copy and content to engage the correct audience.

Increasing multimedia content

Content has become increasingly visual over the years. The power of video has been evident on Facebook in the last two years, with 500 million people now watching a Facebook video every day.

Pokemon Go showed us the possibilities with augmented reality. Several virtual reality sets have gone on sale this year. Facebook has rolled out 360-degree photo publishing and more recently Facebook Live.  Brands will be early adopters and experiment with these new forms of getting their message heard.

The rise of paid promotion and the decline of organic reach

The change over from Facebook and Instagram publishing chronologically to algorithm based feeds means that they control more of what you see…this has led to brands being seen less organically from 15% to 2 %,  and forcing them to start investing. Ultimately 2017 is likely to see social media advertising options increase and the advertising spend with it.

Mobile first, second and third

Mobile traffic now outstrips desktop.

Google has introduced Accelerated Mobile Pages, a light version of a web page that will load ultra-fast on mobile.

Brands will need to continue to put mobile first and think about the handheld experience when creating content and advertising.

The changing face of influencers

Brands are starting to realize that their budgets might be better spent recruiting 20 micro-influencers who have a genuine relevance to the brand, rather than using one mega-influencer. These individuals allow brands to get in front of a relevant audience that is likely to be more engaged. As a bonus, the influence comes across as more authentic.

Influencer marketing will continue to mature, as the struggles with reaching people organically, and the rise of adblockers means brands will need to use influencers as part of their distribution strategy.

If you need help ensuring your marketing budget is invested into the right media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise on  [email protected] or call us on 02921 320200.

The Media Angel Take Home Best Advertising Campaign Award

We are delighted to announce that we have won Best Advertising Campaign at this years CIM Chartered Institute of Marketing Wales/Cymru Awards 2016 held at Portland House in Cardiff Bay on 23 November.

Our innovative advertising campaign that we implemented for National Botanic Garden of Wales was to help them increase visitor numbers and promote new attractions including The Butterfly House / Plas Pilipala. To help achieve this we developed a family focussed, integrated campaign that ran throughout summer 2016. As a result the campaign that included video, radio, online and outdoor marketing, increased family visits by 68%.

David Hardy, Head of Marketing and Communications for National Botanic Garden of Wales said: “We are delighted to have won “Best Advertising Campaign” for our Butterfly House with The Media Angel who did a fantastic job, we are still reaping the benefits of their excellent work today.”

David Hardy & Alison Debono
                                                                                          David Hardy & Alison Debono

The CIM’s prestigious Wales Marketing Awards highlight industry excellence and celebrate the achievements of marketing professionals in Wales. The award for “Best Advertising campaign” recognised a campaign that used  striking creativity and strategic planning to reach and engage a family audience. The channels used and results delivered against the campaign objectives really impressed the judges.

On winning this accolade Managing Director Alison  Debono said: “We are thrilled to have won this CIM Award. This campaign highlights that great results and a good return on investment can be achieved with limited budget, creativity and by selecting the most appropriate media mix to deliver the campaign objectives. We are beyond happy that our work has been recognised once again on a National basis”

If you would like to read more on the sucess of this campaign please click here…

If you need inspiration on implementing your next advertising campaign contact our award-winning team on 02921 320 300 or via email: [email protected]

 

UK Adspend looking positive despite Brexit gloom

Adspend in the UK is forecast to grow for the eighth successive year in 2017, with predicted growth up from 5.8% to 7.2%, according to the latest figures from the WPP media agency group.

Upgraded growth forecasted for Group M this year – up from 6.3% to 7.2% for 2016.

Traditional media advertising spend is predicted to fall from -1.1% to -2.6% for 2016 and from +0.5% to -1.4% in 2017

TV ad spend is expected to be down 0.1% this year and up 1.0% in 2017.

A growth in cinema advertising is expected by 1% in 2016 and by 3.4% in 2017 following a huge increase of 21.5% in 2015.

Pure-play digital ad market share has risen to 52% this year and is predicted to grow up to 55% next year.

A 15% rise in digital display demand is likely for next year, with paid search accelerating and remaining the largest driver of growth.

Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.

Angel to Apprentice

The end of August saw our Agency Support Executive, Daniel take to the streets of Cardiff to offer school leavers advice and support ahead of their GCSE results.

Showcasing what apprenticeships have to offer and talking about their first-hand experience of undertaking an apprenticeship.

Daniel joined the team back in May and since been going from strength to strength. Working closely with our client ACT Training Ltd we saw the great opportunities and benefits of an apprenticeship.

Daniel who has a thirst for learning jumped at the idea of doing an apprenticeship. As a team, we discussed what would be best for Daniel and the team. This September Daniel will be undertaking a Level 3 apprenticeship in Social and Digital Marketing.

Daniel said, “I’ve always been interested in the world of media and advertising so I’m really grateful for the opportunity to undertake an apprenticeship in social and digital marketing as it’s provided me with the opportunity to turn a long-standing hobby into a career.”

He added, “I’m looking forward to learning more about the practical applications of social media for a professional purpose and seeing how I can transform the social media channels of The Media Angel.”

As a team, we are very excited to see what Daniel will be learning and how we will put that into practice.

 

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Watch the full interview with Made in Cardiff Tv – http://bit.ly/2caUWsv

Only 9% of digital ads are viewed for more than a second!

Research has shown that the vast majority of digital advertising is not being viewed, with many  advertisers not applying the effectiveness techniques used in press.

Since January 2016, research firm Lumen has used laptop-mounted eye-tracking cameras on 300 consumers’ laptops to collect visual data on what they notice when they are online. They recorded 30,000 minutes of data, with evidence relating to around 15,000 digital ads.

It found that only 35% of digital display ads received any views at all. And, of those, only 9% of ads received more than a second’s worth of attention.

As a channel, it says print still provides much more provable effectiveness than digital advertising.

It  further showed…

  • Full page press ad had dwell time of 2.8 seconds being read by 88% of readers.
  • Billboard on a website dwell time 1.5 seconds read by 38% users.
  • 40% of press ads had dwell time of 1 second
  • 9% of online ads had dwell time of 1 second.
  • 25% of print adverts are viewed for 2 seconds +
  • 4% of digital ads are viewed for 2 seconds +

graph

This all suggests that that £7.2 bn worth of digital adverts will not be seen in the UK .

The implication is to create simple online adverts taking the elements of press adverts with smaller formats. Digital adverts tend to be viewed for about a 10th of the time that they are viewable…therefore an advert more than 10 secs long can be wasted.

If you need help ensuring your marketing budget is invested into the right media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise.

 

Digital Radio continues to grow year on year

DIGITAL LISTENING HOURS

In an average week, digital listening accounts for 473 million hours; DAB has a 71% share of digital listening hours, DTV 11% and Online 18%

48.7 million adults or 90% of the adult (15+) UK population tuned in to their selected radio stations each week in the second quarter of 2016. This is up by approximately half a million adults on the same Quarter of the previous Year (Q2, 2015).

RADIO LISTENING VIA MOBILE PHONE AND TABLET

27% of adults – claim to listen to the radio via a mobile phone or tablet at least once per month. Up 6% year on year.

The share of all radio listening via a digital platform now stands at 45.3%. The digital share is comprised of DAB share 32.2%, DTV 5.1% and listening Online or App 8.0%. 39% of 15-24 year olds – claim to listen to the radio via a mobile phone or tablet at least once per month – Up 6% year on year.

With digital radio stations offering more choice of listening, the potential for businesses to advertise products to a more targeted audience is enormous. If you are interested in Radio advertising, call one of our team today on 02921 320200 or email [email protected]

Facebook Revenue Continues to Increase

Facebook’s advertising revenue has increased 63% year-on-year to $6.24 billion in the second quarter of this year.

Video is the main driver behind this surge in revenue according to CEO Mark Zuckerberg who says that video is at the heart of Facebook services.

For the three months ending in June, Facebook posted $6.44 billion in revenue, a 59% increase on Q2 2015, while profit rocketed by 189% to $2.06 billion year on year.

84% of revenue stream is attributed to mobile up 76% from last year, enhancing the impact that mobile has on the user.

The number of daily active users continues to increase, 17%  up in June to 1.13 billion users on average a day.

The platforms in which we use to deliver our campaigns are continuously evolving, The Media Angel team keep updated with all current developments to get the best outcomes for our clients. Get in touch  today to discuss the best channels for your marketing campaign.

11 tips for effective social media use

As award-winning marketing consultants, we were asked by Wales Online to put together 11 short tips on the effective use of social media for a business.

A strong social media presence is easy to achieve and can cost nothing other than careful planning and execution. Social media is one of the best ways to engage with your target audience and affordably increase your brand visibility. One of the main benefits of using social media for any business is its extremely cost effective nature.

Click here and follow these 11 tips. With these, you will be well on your way to seeing that follower count rise.

 

 

Digital and mobile are driving OOH growth this year!

It seems that the out of home (OOH) sector has a bright future ahead with forecasts in advertising spend predicting increases of around 4.3% in 2016.

This is all thanks to the growth in digital and mobile connectivity within the industry.

Digital has a huge part to play in brands increasing investment in the sector. Data and technology create an attractive proposition for advertisers considering out of home advertising. The two allow for the facilitation of campaigns that are far more targeted, contextual and engaging – ultimately leading the consumer towards a more memorable encounter with marketing messages. British Airways #Lookup campaign is a perfect example of clever data use to deliver a highly engaging and memorable outdoor campaign reacting in the ‘moment’.

These clever campaigns are also measurable and more efficient, allowing advertisers (like British Airways) to optimise their creative and messaging in real time for the best results. Consumers also benefit from these more positive experiences with advertising, faced with more relevant, contextual and engaging content when on the move.

As much as digital, mobile is further enhancing out of home mediums. Media owners have been trialling and experimenting with the innovative possibilities mobile connectivity provides. London has already introduced a ‘beacon’ network across their buses, using connected technology to send targeted in-app messages to the smartphones of London Commuters. Commuting and travelling has proven to be a time when people are receptive to receiving messages especially when combined with other advertising – a commute provides the time and opportunity for consumers to interact and respond to messages delivered to them.

Seeking new and innovative ways to connect with consumers is becoming easier for traditional mediums thanks to the developments that digital and mobile provide. Out of home is enhancing its offering to brands who aspire to create meaningful and mutually beneficial relationships with their consumers.

Out of home is one of the best ways to engage hard to reach audiences. We recently ran an out of home campaign for client Swansea Bay who utilised the power of digital and connectivity for streamlining messages to promote 4 different destinations on specific days, at specific times in front of the right people. Clever planning and use of digital flexibility allowed the client to capitalise on the optimal days and times for destination advertising. The client also encouraged social engagement through their creative promoting #SwanseaBayMoments as a point of social conversation.

Need more convincing? Watch this.

Contact The Media Angel for more insight on turning ordinary journeys into memorable experiences. You can reach the team on 02921 320 200 or by email at [email protected].

 

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