Pizza meets the Sound of Music in Domino’s latest advertising campaign

Pizza meets the Sound of Music in Domino’s latest advertising campaign

Domino’s new advertising campaigns aims to capitalise on reunions as restrictions ease. We weren’t sure what was going on when we first saw this ad over the weekend….however it’s stuck in our minds and we rather like it…we just hope all the yodelling doesn’t catch on where we live as everyone yodels “Domino’s round mine?”! The new advert will launch their new group ordering app feature alongside an integrated multi-million-pound campaign, including a TV advert that sees a group of mates yodelling pizza orders to-and-fro across a cityscape timed to mark the return of post-lockdown get-togethers,. The integrated campaign will run for six months in the UK and Ireland, across various formats: TV, digital video, social, out-of-home & radio   Social activity will use the hashtag #DominOhHooHoo to encourage people to take part online by joining a community of yodellers, while a Snapchat lens will similarly enable consumers to participate. David Masterman, VCCP’s creative director, said: “How to cut through in a world where everyone is talking about reunions? We yodel. Domino’s has always brought people together, but after the year we’ve all been through, it means so much more. At long last, it’s time to put out the call.” If you need help creating an integrated marketing or advertising campaign please contact our friendly team...
TV advertising spend expected to increase by 33.1% this year

TV advertising spend expected to increase by 33.1% this year

Advertising spend on linear TV in the US was growing quickly in 2018 (50.7%) and 2019 (36.5%), this was expected to continue through 2020 but the pandemic slowed down this spend which saw just a 7.3% growth. TV ad spend is predicted to pick up this growth pattern this year with a projected increase of 33.1% to $2.85 billion with further predictions showing a 4 billion annual spend by the end of 2023. Linear TV is defined as TV ads delivered via cable and satellite including VOD content accessed through a pay TV login. Though ad spend is growing there are difficulties ahead for TV networks selling ad inventory due to the way viewers are consuming their TV watching. The number of linear TV households in the US are likely to shrink by 4.7% to fewer than 60 million in 2021 because consumers are leaving cable and satellite packages. This will lead to less ad inventory available and TV networks and stakeholders compensating by increasing the share of traditional TV inventory that is addressable and by standardising it’s measurement. Do you need help or advice on television advertising? Get in touch with our friendly team...
Who spent the most on advertising during 2020?

Who spent the most on advertising during 2020?

Find out who spent the most on advertising during 2020 and the forecasts for 2021. The biggest advertiser in 2020 was HM Government who spent £164m up a staggering 238% year on year! This is hardly surprising when you consider the magnitude of changing pandemic/COVID messages over the last 12 months.  HM Governments large spend was followed by Unilever up 76% to £137.5m, Sky £124.2m and P&G £117.2m, all undoubtedly underpinned by the pandemic…the need to increase brand trust and capitalise on more time being spent indoors. The rest of the top 10 is made up of McDonald’s (£89.7m, down 41%), Tesco (£81.1m, up 1%), Public Health England (£80.5m, up 796%), Reckitt (£75.1m, down 10.9%), L’Oréal (£72.4m, up 7%) and Amazon (£67.3m, down 40%). Overall spend across the top 10 UK advertisers dropped 19% in 2020, with an estimated combined ad spend of £7.3bn. Five of the top 10 reduced ad spend, with just three brands, excluding the Government and Public Health England, increasing investment. TV remained the largest channel in 2020 with an estimated spend of £4.4bn, followed by out-of-home £1.1bn, press £969m, radio £783m and cinema £54.9m (source Nielsen) The UK’s ad market is expected to grow by 15.2% this year to £26.69bn, growth is expected across most media sectors in 2021. Particularly strong results are expected in cinema at 228.4% and reflective of the fact the sector was closed for most of 2020; digital out of home at 53.6%, traditional out of home at 37.7%, and video on demand at 21.2%. (Advertising...
The best media to be including in your marketing plans right now

The best media to be including in your marketing plans right now

Over the next few months, England and Wales will take the first tentative steps out of lock-down restrictions. Find out how to market to your audiences as their behaviour changes. To quickly re-cap, below are the key dates in the lifting of restrictions in both countries. Key Dates in England 12th April – retail, gyms, zoos, theme parks, self-contained accommodation to re-open, outdoor hospitality to re-open with alcohol served and no curfews. 17th May – ease of limits on visiting family and friends, indoor hospitality to re-open with alcohol served and no curfew, cinemas, hotels and indoor and outdoor performances and sporting events allowed. 21st June – all social contact limits removed, nightclubs to re-open. Key Dates in Wales 26th April – outdoor hospitality to re-open with alcohol served and no curfews, outdoor attractions to re-open. 10th May – gyms to re-open and extended household ‘bubbles’ allowed to meet indoors. 17th May [not confirmed] – possibly allowing indoor hospitality and hotels to re-open in time for the Spring bank holiday on 31st May. From the end of April, consumer behaviours in England and Wales should change significantly as people are allowed to enjoy hospitality venues. We can expect to see a shift in people wanting to spend more time outside of the home, especially in the warmer summer months. So, what is the best media to use in your marketing campaigns over the next few months? Radio Radio listening has increased significantly over the past 12 months. A new, affluent, audience has emerged as people work from home. Radio is trusted by listeners who use it to get the...
Out-of-home audiences at 73% of pre-COVID levels.

Out-of-home audiences at 73% of pre-COVID levels.

Great news for out-of-home! With children returning to school. and many people returning to the workplace, roadside audience figures are increasing! Audience numbers are now at 73% of pre-COVID levels. Furthermore, according to National Statistics, 53% of workers travelled to their workplace at least once during the week to March 14 – this is 48% up from the week before. As the end of March approaches and more restrictions are being lifted, we can expect audience mobility to continue to grow. Here are some key stats: Clear Channel’s roadside audience levels at 73%. Audience levels within residential areas have increased by +9 percentage point to 81%. (Source: Clear Channel Radar (w/e 13th March)Audience levels in proximity to Asda and Sainsbury’s (83%) and parks (77%) have increased by +10 and +7 percentage points respectively. (Source: Kinetic Viewpoint (24th February).Alfresco Life survey shows that leaving home to grocery shop (83%) or exercise (82%) are the most popular activities. (Source: Google Mobility Data 16th March 2021 (7 Day Average)).Mobility to parks is currently at +23% above the baseline. (Source: Talon ADA (w/e 7th March)).London roadside traffic is now at 93% vs the baseline average following a 1% growth WoW.Visits to supermarkets witness 1% growth WoW, currently at 96% vs average. Predicted Impacts and reach figures for 2021 This is excellent news for our clients who have missed out of home advertising over the last year. The above figures are really promising and only set to increase as restrictions relax. If you would like us to look at an outdoor campaign for your business our friendly team would be more than happy to...