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...
Finalists at The Drum Marketing Awards 2017

Finalists at The Drum Marketing Awards 2017

The Media Angel are thrilled to have been shortlisted for The Drum Marketing Awards 2017. These awards celebrate the best marketers and campaigns and were internationally open for the first time this year. The Awards are open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies. Submissions were judged by a panel of senior marketers from globally renowned household brands including Andrew Rayner, Marketing Director Nando’s and Faye Harcourt, Head of marketing Nickelodeon UK & Ireland to name a few. The Awards are open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies. Submissions were judged by a panel of senior marketers from globally renowned household brands including Andrew Rayner, Marketing Director Nando’s and Faye Harcourt, Head of marketing Nickelodeon UK & Ireland to name a few. We have been nominated for Media planning and Buying Strategy of the Year- for work with our client The National Botanic Garden of Wales on their summer 2016 marketing campaign which helped boost their family visitor numbers by a massive 63%. A creative multi faceted campaign which focused around the opening of their Butterfly House/Plas Pili Pala, included video, on line quizzes, OOH, radio and print. We are delighted to be finalists and to have been given this accolade. In our category we are amongst national agencies and national & international campaigns from well known brands such as Dominos Pizza/ Arena Media, AXA/Havas Media, Heineken UK/ Mediavest, Channel 4/ OMD, Sainsburys and Virgin Atlantic/ PHD. Alison Debono, MD of The Media Angel said “We are beyond thrilled to be representing...
Increase your audience with OOH Technology

Increase your audience with OOH Technology

As out of home technologies go digital, advertising can now be extremely dynamic, creative interactive and engaging Increasingly internet users are accessing the web through mobiles. Outdoor digital advertising allows advertisers to integrate mobile with large displays. New technologies are bringing a whole new way to target and engage with your audience. Gaze recognition, gender recognition, and even emotion recognition are enabling advertisers to target messages precisely at their passing audience. As campaigns such as “Look at Me” for Women’s Aid prove. The ad used gaze- tracking technology to monitor how many people were looking at the display at any one time – changing the creative as more people paid attention to it.     There are opportunities to engage with mobile users through the use of apps created especially for a particular campaign; for example NHS Blood and Transplant’s “virtual blood donation” campaign, required passers-by to make a “blood donation” using an augmented reality app, while on a connected out-of-home display, a sick patient is shown gradually returning to health as the virtual donation takes effect.     Advertisers have increasingly been able to break down audiences into precise segments, across all media enabling them to target their messages in ever-more specific ways. Using the latest technology innovations, advertisers can target individuals in real time using digital out-of-home solutions – making media work harder than ever before. For example, Renault used vehicle recognition to target motorists. With only seconds to catch their attention, they delivered a targeted message based on audience demographics and vehicle spec. Cameras identified the make, model and colour of vehicles from their number plates, and...
Digital Radio continues to grow year on year

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...
Rajar Quarter 2 2016

Rajar Quarter 2 2016

Last week (4th August 2016) saw the release of the latest radio listening figures for Quarter 2 of 2016. We have put together a brief overview of the top line stats from the last quarter: National Commercial radio now has more listeners than the BBC reaching 35.5 million listeners a week, this is 73% of all adults that are radio listeners(48.7 million) BBC Radio 1 lost a million listeners and radio 4 hits a new high, 11.5 million adults. The UK networked stations delivered high reach figures in the millions, Heart 8.9m, Capital Brand 8.5m, Smooth brand 5.6m, Kiss 5.5m, Absolute 4.3m. The first set of figures have been released since the launch of the UK’s second digital multiplex, Virgin Radio had the highest reach with 409,000 listeners, Mellow Magic 380,000 listeners, TalkSport2 285,000 listeners, Magic Chilled , 233,000 listeners, Talk Radio 224,000 listeners. The report also shows that 58.9% of the population tunes in digitally every week, with 45.3% listens via digital platforms. 90% of the population tune in to radio every week Wales Heart South Wales continues to be the number one commercial radio station in Wales with 460,000 listeners tuning in every week! Heart’s sister station, Smooth Radio, achieves its best ever result in South Wales adding an impressive 21,000 new listeners this quarter, now at 72,000 listeners per week. Capital South Wales gained 19,000 additional listeners, reaching 189,000 listeners per week, however average listening hours are down to just 4.8. Unfortunately it wasn’t such a successful Quarter for North Wales radio stations. Capital North Wales gained listeners, however Heart North Wales and Smooth North Wales both lost...

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