The Media Angel Take Home Best Advertising Campaign Award

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.” 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” Managing Director Alison Debono...
Only 9% of digital ads are viewed for more than a second!

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 + 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...
Advertising in newspapers could triple your ad campaign effectiveness

Advertising in newspapers could triple your ad campaign effectiveness

Advertisers who are cutting back on newspaper advertising might be missing a trick. According to a new study conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times. The study covers 500 econometric models to provide evidence of the impact newsbrands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital newsbrands boosts print ROI by up to five times. The research follows challenging times in the print market, which has seen print advertising revenues decline at a rapid rate this year as advertisers are investing more digitally. The research hopes to prove the value of print advertising. It claims advertisers wanting to maximise effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4%. That figure has since dropped to 7.6 % in 2015. On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; 3 times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG. Claire Harrison-Church, VP marketing at Asda, said: “Newsbrands are a crucial part of Asda’s marketing mix because they provide us with an influential and flexible platform that we use to inform and inspire our customers. The ultimate goal of our comms is to deliver returns and this large-scale study allows us to continue to invest...
Consolidation of Press Advertising Sales?

Consolidation of Press Advertising Sales?

Newspaper groups are discussing merging their advertising sales. With declining print revenues and a lack of online growth in the face of Google and Facebook’s dominance over the past 18 months proprietors and media owners have had to focus their minds. There are around eight main sales houses currently– News UK, Mail Brands, Guardian News & Media, Telegraph Media Group, Trinity Mirror, Northern & Shell, ESI Media and The Financial Times; merging ad sales is a logical move to gain scale. This excludes regional newspaper publishers and magazine companies. TV has consolidated into just three sales houses, radio and cinema each have only two major players; all have reaped benefits. Trinity Mirror is very keen to push joint ad sales and have sounded out Telegraph Media Group, News UK and others.But progress has been mixed. Trinity Mirror has pulled out of 1XL, a joint ad-sales house for digital advertising, in which regional publishers Johnston Press and Newsquest remain involved. Scott Gill, managing director of 1XL, is optimistic that joint ad sales can take off across the industry, “assuming legality is established and if there is buy-in from the highest levels”, he says. So to conclude, moving to joint ad sales might be a good idea, but no-one thinks it will be easy and it could be a while up. If you are interested in including press as part of your advertising campaign, please give our team a call on 02921 320200 or e mail info@themediaangel.co.uk #...
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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