M&S makes TV sponsorship debut

M&S makes TV sponsorship debut

After a tough Christmas period, the retailer looks to change perceptions and target families with a sponsorship of ITV’s Britain’s Got Talent. In a move designed to target families and change perceptions around value, idents at the beginning and end of the show and around the ad breaks will highlight a range of family-friendly M&S Food favourites. That includes pizzas, stir fries, and dishes from its new vegan range Plant Kitchen. “What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV,” says Sharry Crammond, M&S Food marketing director. “Through this partnership we’ll be bringing M&S Food into millions of home each week, telling more families about our great value, great quality food and encouraging them to choose M&S for their Saturday night family dinner.” An odd move? On the face of it, Britain’s Got Talent feels like an odd move for the premium retailer. But given its wider market challenges and ambitions to position its food as good value and not just expensive, targeting this audience could help to shift those stubborn perceptions. According to YouGov BrandIndex, M&S Food’s value score is -3.9, putting it 24th out of 27 UK supermarkets. By comparison, for metrics such as quality, reputation, satisfaction and buzz it sits in the top three. That value perception is now hitting its sales. For its most recent results, the 13 weeks to 29 December, like-for-like sales in its food business were down 2.1%. CEO Steve Rowe has said changing those perceptions is a key strand of its strategy to turn around performance. The...
ITV and BBC push subscription video on demand platform to rival Netflix

ITV and BBC push subscription video on demand platform to rival Netflix

The UK’s two biggest broadcasters, ITV and the BBC, are in the final stages of discussions to launch a new subscription video-on-demand streaming service, BritBox, in the second half of the year. “BritBox will be the home for the best of British creativity – celebrating the best of the past, the best of today and investing in new British-originated content in the future,” said ITV CEO Carolyn McCall. Other UK broadcasters are expected to join the project in due course. While no price has yet been confirmed it is expected to be “competitive”. The move is a belated response to developments in the sector, where Netflix, Amazon and Sky’s NOW TV have led the charge to meet growing consumer demand in the UK for streaming services. In the UK, more than 12 million households have at least one SVOD service and BARB data shows that more households are taking multiple subscriptions. The annual growth in homes with any SVOD service is 20%, the growth in homes with multiple services is 32%, with 4 million homes now having more than one subscription. In addition to the demand for streaming services, ITV research indicates strong interest in British content. With 43% of all online homes interested in subscribing to a new SVOD service which features British content – a figure that rises to over 50% in homes with a Netflix subscription. Josh Krichefski, CEO at MediaCom UK, described the new venture as “a positive, but ultimately necessary, step” for broadcasters seeking to attract a generation of younger viewers who are most likely to be abandoning traditional linear TV; nearly half of...
What drives consumer activation?

What drives consumer activation?

How do we get people viewing your advertising to perform a target behaviour? Often when we talk about activation in the out-of-home industry we’re talking about the practicalities of digital OOH screens. Adverts can be activated to only appear on certain times of the day, or to react to the weather. Another aspect of activation worth noting though is the process of activating people. How do we get them to perform a target behaviour – be it making a purchase or visiting a store/website? The Theory Dr B.J Fogg is the Director of the Behavioural Labs at Stanford University and he has spent his whole career studying what gets people to act. According to him in order to get someone to perform a target behaviour they must: be sufficiently motivated & have the ability to perform the behaviour. They also need a trigger, something to prompt them to act (your advert!) According to Fogg you could chart this, with motivation on the y axis and ability on the x axis – imagine a theoretical line of activation. Ultimately you want both motivation and ability to be high so people are past that line of activation and in a position to act. Of course it’s worth noting that motivation and ability is fluid based on context – there’s no use seeing an activation ad for a Starbucks coffee on your tablet when you’re at home about to go to sleep on a Saturday night, but seeing it on a digital panel during your morning commute is ideal! The Study According to Dr Fogg motivation and ability are each driven by...
Commuters contribute £22.8bn to the UK economy per year

Commuters contribute £22.8bn to the UK economy per year

Average weekly spend of UK commuter is £89, amounting to 14% of annual online sales. A major report into commuters’ spending habits, conducted by leading Out-of-Home (OOH) media agency Kinetic and OOH media owner Exterion Media, in partnership with the Centre for Business and Economics Research (Cebr), has revealed that the value of commuter commerce to the UK economy is £22.8 billion per year. In total, this amounts to 14% of annual online spending in the UK. Spend calculated in this latest report includes both products and services purchased via mobile whilst on the move, ranging from clothing to insurance. Across the UK, the typical weekly spend for commuters amounts to £89, rising to £153 a week for commuters in London. Nearly half (43%) of commuters nationally said they made a purchase whilst commuting at least four times a month.  In all regions surveyed, clothing was the most popular purchase, with 76% of those surveyed saying they’d purchased clothes in the past year on their commute. This was followed closely by purchases in health and beauty (71%), activities (69%), and grocery shopping (65%). The research also uncovered that 70% of commuters have made a purchase as a result of advertising seen on their journeys.  Commuters responded (23% based in London, 18% rest of the UK) that outdoor advertising seen on their commute often reminded them to shop, proving the power of OOH advertising as a significant driving force behind purchases. It also highlights the link between online and offline commerce facilitated by smartphones. If you are interested to see how OOH advertising can help as part of your marketing plans  contact our team at [email protected] or 02921 320200. Source:...
Piccadilly Circus billboards to be bigger and brighter than ever

Piccadilly Circus billboards to be bigger and brighter than ever

After nine months in darkness, the digital billboards in London’s Piccadilly Circus are about to come back bigger and brighter than ever before. Later this month, a new 790-square-metre behemoth of a screen will flash into life for the first time. The screen, which is larger than three tennis courts, packs in almost 11 million pixels at a resolution that’s greater than 4K. The display is the largest of its kind in Europe. More insights Cameras concealed within the screen will track the make, model and colour of passing cars to deliver more targeted adverts. Brands can even pre-program triggers so that specific adverts are played when a certain model of car passes the screen, according to Landsec, the company the owns the screens. More flexibility The giant screen replaces six separate screens that previously wrapped around the buildings at Piccadilly Circus, each one dedicated to a different brand. “This screen can be electronically carved up as opposed to having individual screens,” says Landsec portfolio director Vasiliki Arvaniti. This also means that the entire screen can be taken up by a single advert – something that had been tried on earlier versions of the display, but didn’t really work with six screens of different sizes, made by different manufacturers. “For the first time ever brands will have the opportunity to take over the entire screen,” Arvaniti says. Every ten minutes a single brand will fill the entire screen with a single advert for 30 seconds. Coca-Cola, Hyundai, Samsung and L’Oréal will be the first brands to share the supersize screen.Most of the time, however, the screen will be divided into...