Go Air Trampoline Park has landed in Manchester!

We’ve been extremely busy over the last couple of months, helping Go Air launch Manchester’s biggest trampoline super park.

We started working with Go Air early in 2015 with the launch of the first site in Cardiff in October 2016. Manchester is Cardiff’s black-and-yellow sister venue, and we’ve been working hard to implement a high impact launch campaign to a wide audience in this location. With 200 wall to wall trampolines, battle beams, giant air bag and bounce basketball Go Air in Manchester has something for everyone. The park even hosts fitness classes and is available for public birthday parties.

Go Air were keen to target all adults including families with children and teenage groups to raise awareness of the park’s opening over the Easter break. The team required our expertise on effectively reaching their audience in the right places at exactly the right time, through the most cost effective means.

We put together a targeted campaign that included airtime on popular Manchester radio stations Capital North West and Key 103, along with a Drive Time promotion on Capital to build anticipation and excitement around Manchester’s largest trampoline park. Click here to see Capital North West hosts Rob and Wingman at Go Air Manchester.

In order to be precise in reaching families with children we included adverts and a competition in the Manchester edition of the Primary Times which is distributed to Primary schools and families specifically. To ensure we were remaining targeted and producing minimal wastage we took advantage of the precise geo-targeting technologies provided by ITV Player. We ran a campaign delivering impressions to all adults with children in Manchester, seeing fantastic engagement within the first week. TV and video are without doubt the most effective ways to build brand fame and brand awareness, so to make sure the launch campaign was particularly high impact yet still targeted and cost effective, we complemented the ITV Player campaign with Sky Adsmart. The advert was to be delivered to parents with children between the ages of 5 and 17 across a month on Sky channels.

Building campaign frequency and reach across the city was also important for achieving maximum impact. We took advantage of cost-effective tram interiors as part of this integrated campaign. The high dwell time on tram journeys means interiors are perfect for engaging multiple audiences when they’re on the move. Audiences ‘on the move’ are said to be more receptive to advertising messages with 43% being more alert when out of home. Tram routes travel around Manchester, spreading awareness of Go Air’s trampoline super park further for higher frequency and reach.

If you think your campaign could benefit from our team’s award winning media planning and buying expertise, please get in touch with us. We’d love to offer our advice and assistance for getting the best returns on your investment, and we can tackle a variety of different briefs. Drop us an email at [email protected] or call 02921 320 200.

 

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].

 

Marketing trend predictions for 2016

What is 2016 likely to have in store for marketers? We’ve collected some of the industry’s main predictions for the year ahead:

• Advertisers will start to find new ways to take advantage of the two way flow of information between different connected screens and will be able to deliver even further tailored, customised ad experiences to their customers
• Connected TV platforms like these also provide the ability to measure results; an enticing feature for many brands, consequently encouraging further investment
• Programmatic spend is predicted to reach £2.5bn in 2016, suggesting advertisers are hoping to invest more in highly targeted platforms such as VoD, Adsmart and online display
• Converged forms of TV such as VoD and SkyAdsmart will continue to grow in popularity as brands take advantage of the potential to serve highly targeted ads to their desired audience(s)
• The convergence between TV and online is going to have a big impact in 2016
• Brands will have to think in real-time across different media platforms to cut through and engage with consumers; using more traditional platforms such as TV as well as social media in being reactive with consumer mood
• With the rise of ad-blocking on digital platforms, branded content will become more important than ever
• In 2016 we expect to see brands take much more of an editorial based approach, being coordinated, consistent and structured to deliver relevant and engaging messages to consumers on the web
• For the out of home sector, 2016 will be chapter with technology embedded in developments to further enhance the ability of out of home to solve brands problems
• The continued investment across the out of home medium in new high quality sites, screens and systems will move on a pace with 2016 being the year that national, multi format and digital campaigns will be truly possible.
• However, technology runs much deeper than just digital out of home, for example fusing Route with mobile network data will allow classic formats to be planned in even more sophisticated ways by existing spenders and attract new brands to the medium.
• As we look into 2016 it is expected that out of home will see no decline in audience or increase in ad avoidance.

As we enter into the New Year, it will be important to look ahead and identify the best channels for achieving your business objectives for the year. The team at The Media Angel have insight into many more of the latest and upcoming trends for the year ahead. The team’s expertise in this field will help you stand out and be the first to leverage on new opportunities.

Make sure you plan your year ahead with the support of the award-winning media planning and buying team at The Media Angel. Call 02921 320 200 or email [email protected] for expert marketing advice.

OOH: How much should you allocate to digital?

The optimal amount of an advertiser’s digital out-of-home (DOOH) budget should be 45%, according to a new effectiveness study by BrandScience.

The research analysed over 211 OOH ad campaigns between 2011-2015. It found when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing, the study said.

The report also makes recommendations for different types of advertisers on how to maximize ROI when combining digital and traditional OOH as part of a wider media mix with these given examples.

• Grocery retailers’ optimal OOH investment is about £7 million, which yields about 70 per cent in incremental value.
• Travel companies, the optimal OOH investment is about £2.7 million, which yields about 15 per cent in incremental value.

Sally Dickerson, the global chief executive at BrandScience, the researchers of the commissioned study said:

“We can clearly measure out-of-home effectively and we have proved that a slightly increased OOH spend – in many cases – delivers higher ROI.”

The report also said OOH improves the rate of return on investment for all other media used in an ad campaign, except for print.

Get in touch with us with a campaign brief, to see how we can incorporate traditional and digital out of home formats into your marketing mix, to help maximise and deliver the best return on investment for your budget.

Which out-of-home advertising format is best for your business?

The out-of-home [OOH] advertising market is full of great formats for your brand, from static to digital, small to large, there’s something for everyone!

Did you know, 98% of the UK population see outdoor advertising each week? This places the weekly reach of outdoor right up there with the likes of television as a high impact advertising format.

Roadside formats

One popular roadside format are static 6 sheets, perhaps better recognised as the adverts on bus shelters. These reach a massive 92% of the UK each week, delivering impacts on major routes into towns, cities and city centres.

48 and 96 sheets are great for high impact and are most often placed in high traffic locations.

Roadside formats are always being improved and the portfolio now includes digital sites, both large and small format, find out more about the capabilities of digital OOH here.

Transport

Transport advertising on rail, the London Underground and at airports across the UK reach approximately 17% of the UK population every week.

Transport advertising can reach a wide variety of demographics; commuters, families, couples, ABC1s… The Media Angel can index opportunities to find the best for you.

Transport locations have seen increased investment in advertising opportunities over recent years, and some landmark sites have had great OOH advertising sites installed.

Bus advertising is another popular OOH media platform. There is a plethora of different options, from rears to T-sides, to full wraps! The Media Angel can help select the best bus advertising platform for your brand.

Retail  

Alongside transport sites, retail locations have also seen huge investment into advertising opportunities. Shopping centres have become multi-purpose destinations and many sites are now home to cinemas and food halls as well as retail stores, making them a popular destination.

Opportunities range from digital 6 sheets [as picture above] to larger digital sites which provide amazing impact.

The world of OOH advertising is vast, and choosing the right combination of sites can be difficult. That’s where The Media Angel come in! Our team select the best sites to meet your audience and budget, if you would like to learn more, get in touch today.

Thank you Swansea Council for choosing us as your agency!

What a fantastic summer it has been for The Media Angel this year! Our team has been exceptionally busy nurturing existing client campaigns and growing new client friendships across the summer months; and as we end one season into another we have a hugely exciting project to report on.

We are delighted to announce that following an exacting procurement process, The Media Angel  have been awarded the contract to be the supporting media agency  for Swansea Council’s Tourism Team during this year’s  campaign named ‘Swansea Bay Moments’. This is an outdoor campaign that will extend into some of the UK’s largest cities, including Liverpool, Manchester, Birmingham and London.

After going through the procurement process for the project, our team received the amazing news that we had been successful. Alison Debono, Managing Director at The Media Angel was delighted with the news that her team had submitted the successful bid;

“I am so very proud of my team! We have all worked extremely hard on this project, making sure we could deliver a great and successful campaign for excellent value. We really couldn’t be more thrilled with this win. The team at Swansea Council have produced some award winning campaigns, and we are all very excited to be working with them”.

The campaign is due to start at the beginning of October this year; and aims to invite visitors from across the UK to come and visit Swansea Bay. Visitors will be encouraged to make and share ‘moments’ from their Swansea Bay adventure.

Steve Hopkins,  Tourism Team Manager said “We’re particularly looking forward to beginning this Autumn’s campaign as we’re  trialling digital video ads for the first time and can’t wait to see them in action!”.

We are very eager to help the council promote the message about Swansea Bay; we can’t wait to get started in showing people across the UK how truly beautiful, unique and diverse Swansea Bay really is.

TV campaigns prove to provide the best ROI

A study conducted by the RAB presented the industry with momentous proof that TV and radio are by far the most effective mediums for advertising.

The study, named ‘The ROI Multiplier’ produced findings to show that for every pound spent on television advertising, brands were receiving returns of £8.70 on average. Radio followed closely behind, with reported revenue returns of £7.70. These figures out-performed all other advertising channels in terms of efficiency, and suggested that brands might want to re-allocate more of their ad budgets to TV and radio to capitalise on these considerable returns.

In order to effectively reach audiences on radio, a combination of creative content and optimal frequency are required. Whereas television viewing is sometimes referred to as appointment viewing with audiences intending to sit down and watch shows their entire way through; radio is not often the primary focus of attention. A creative message broadcast regularly and often over several bursts is more effective at feeding into audience listening patterns and influencing their decision making processes.

In contrast, outdoor and online advertising was presented as less likely to cut through the large volumes of advertising messages that audiences face every day. Press advertising performed better than expected, with an average of £5.80 being received in returns. This could be explained by the continuing loyal readership base of most press publications.

Get in touch with The Media Angel for more information on where best to invest your advertising budget. Send us an email or give us a call on 02921 320 200 and you could potentially unlock millions through incorporating television and radio into your marketing plans.

Award-winning month for Swansea University!

The Media Angel helps Swansea University achieves award-winning results with student recruitment campaign.

It’s been a fantastic month for our clients Swansea University who won University of the Year at the What Uni Student Choice Awards 2014; what an amazing achievement! 

On top of this, they have also been shortlisted for the Heist Awards for their Making Waves Student Recruitment Campaign, so fingers crossed for another win.

We have helped Swansea University with their media planning and buying on their ‘Making Waves’ campaign for the last 2 years, the campaigns include outdoor, online, radio, press and social media.

Of course we can’t forget to mention their victory at the Varsity 2014, beating Cardiff Uni 19-15. An amazing achievement for Swansea all around.