Our top five takeaways from the Festival of Marketing 2020

Our top five takeaways from the Festival of Marketing 2020

This year’s Festival of Marketing was a little different to previous years live events at Tobacco Dock in London , nonetheless it was still a week packed with leading industry speakers from Econsultancy, Passionbrand, Gracious Economics, Brandwatch and more! Here are the top five takeaways we learnt. Physical has been replaced with digital It feels like most of our year has played out on zoom, teams or some other video platform! Due to local restrictions and social distancing, physical interactions have been replaced with screens and this has been reflected in a huge increase in social media use and digital ad engagement. 47% of internet users report spending longer on social media 15% increase in mobile ad engagement during the lock-down. Loyalty is up for grabs Stock shortages and delivery delays forced consumers to shop around, try different retailers and purchase different brands. 36% of consumers think it’s less important now than pre-pandemic that the items they buy are branded. This was caused by stock shortages during lock-down. 80% will continue to buy non branded. Consumers are also considering their experience too, 57% of consumers will go to a competitor for a better customer experience, not just a lower price. So, it’s vital your online presence provides a seamless journey. From global to local Empty supermarket shelves also prompted the public to turn to local shops and suppliers for goods during the pandemic, a trend we think should continue long after the pandemic is over! 42% of people now pay more attention to origin of products. As well as supporting local businesses, consumers are more conscious of the origin...
Why you should be using linear TV and video on demand in your advertising.

Why you should be using linear TV and video on demand in your advertising.

Find out why a mix of linear TV and video on demand is perfect for reaching a broad audience. TV advertising today is so much more complex than ten years ago. The choice of where or how to advertise can be confusing, streaming services like 4oD, ITV Hub and Sky Go have become staples of the household. The growing TV landscape offers a huge opportunity for advertisers, with an incredible range of targeting capabilities, but with an audience with diverse viewing habits it can be difficult to navigate. Video on Demand Video on demand [platforms like ITV Hub and Sky Go] viewing in the UK accounts for nearly 59% of all TV viewing time. By including a video on demand into your marketing plans you can reach a really targeted audience, not to mention the reporting analysis available. With video on demand overtaking linear in terms of viewership time, creating the right balance across the two mediums is essential. An audience split By using both linear TV and video on demand, you can broaden the reach of your marketing campaigns to people who use both. Advertising video on demand is a great way for advertisers to reach those viewers and position their brand amongst premium content that viewers can access for free. But, for those harder to reach streamers, there are also advertising formats that can be utilised to ensure that they are not missed such as native, first screen advertising. Ultimately, the crucial way for advertisers to maximise the capabilities of video on demand and ensure they effectively reach TV audiences where they are spending their time, is...
5 Reasons to Combine OOH & Digital Advertising

5 Reasons to Combine OOH & Digital Advertising

Learn about the key takeaways from our webinar on combining out-of-home and digital. 1. Combining OOH and digital leads to powerful results. When OOH is combined with digital adverts, brands can amplify their message, increase campaign effectiveness by 31% and increase the overall reach by 68%. By using OOH and digital, you’re creating a cross-platform experience. OOH generates brand awareness, and digital prompts a response e.g. a website visit. 2. Digital can help monitor success of OOH campaigns. Digital can help provide success metrics for an OOH campaign which would otherwise be hard to analyse. The Media Angel can put a digital ‘fence’ around an OOH location, so that anyone who is near your OOH advert, is served the follow-up digital campaign. While OOH reaches a broad audience, with digital you can pinpoint the people you want to see your adverts. 3. OOH reaches a large audience. Reallocating 25% of your marketing budget from a digital campaign to OOH would generate 17% more reach. This large reach is essential to building brand awareness, and a complementary digital campaign is perfect for targeting a more specific audience. 4. Digital and OOH is the best way to reach a younger audience. Did you know that 82% of 16-34 year olds are heavily exposed to OOH advertising? It may be a stereotype that younger people are always on their phones, and that’s why incorporating digital into your campaigns is essential to reach them. But this audience also spend a large amount of time outside, where they’re exposed to OOH advertising. OOH also provides an opportunity to open a conversation with a younger...
3 Tips for Keeping Your Marketing Reactive

3 Tips for Keeping Your Marketing Reactive

These days, it can feel like the rules change every day, each one bringing the risk of a local lock-down and as a result, changing consumer habits. As an example scenario, imagine you had a marketing campaign going live next week targeting people living in the South Wales Valleys. From 6pm on Tuesday 22nd September, local lock-down rules were applied in certain counties, and the audience for your campaign could be much lower than anticipated. What should you do? Have an awesome marketing agency to sort it out for you! Seriously, who needs the extra stress these days? With The Media Angel by your side, you don’t have to worry about changing audience levels or potential lock-downs because our team have already put in place strategies for your marketing plan, should that happen. We’ve amended many campaigns over the last few months and with this insight, ensure we plan our campaigns to follow your target market. By working with our media suppliers, we have access to flexible amendment terms, meaning your campaign will still be effective, and reach the largest audience possible. Proper planning prevents poor performance! When planning your marketing campaigns, our team consider possible changes in consumer habits and how these would affect your campaign. By including a mix of ‘in home’ and ‘out of home’ media, we ensure your campaign will reach people throughout their days. In the event of a change in rules, we can quickly alter the proportion of these medias to reach your audience more effectively. Always analysing Our team have been very busy over the past 6 months learning about consumer habits...
New eco-initiative launched for the UK advertising industry.

New eco-initiative launched for the UK advertising industry.

AdGreen is a fully funded scheme aimed at measuring the carbon footprints of advertising production and helping to reduce emissions to achieve a neutral impact. AdGreen hopes to establish itself as an industry-wide standard. Led by the Advertising Association, the initiative is backed by some big names in the advertising world such as Havas, Sky and Unilever. It will offer the UK advertising industry a carbon footprint calculator incorporating data from over 140 countries, as well as specialist training, and a renewable energy buy-in scheme. A certification and a high-quality offsetting scheme are also planned. We understand the importance of protecting our environment whenever possible, which is why we took steps to improve our environmental impact last year with the ‘Green Growth Pledge’. As part of the pledge, we investigated our supply chain to ensure suppliers were accountable for their environmental impact and were taking steps themselves to improve this. We were really pleased to learn that our suppliers were taking their environmental footprint as seriously as we are. Clear Channel have replaced fluorescent tubes in their roadside inventory to new, bespoke LED tubes. The new lighting reduced energy consumption and carbon footprint by up to 65%! Global, who last year bought suppliers Exterion and Primesight, use 100% renewable energy in their offices, they don’t use single-use plastics, and currently recycle 29% of their overall waste and the rest goes to producing new energy, with a continued commitment of zero waste to landfill We also looked at our daily business activities to see how we could make improvements, one of those was the implementation of digital systems to save...