Have you considered YouTube for your marketing?

Have you considered YouTube for your marketing?

This week we virtually attended a really insightful mini festival put on by You Tube…. Discussing marketing on….You Tube!! Some very interesting stats were provided by the CEO Ronan Harris who said that There was 7 times more YouTube watch time for the 2020 Tokyo Olympics than there was for the Rio Olympics in 2016. You Tube provides content to suit “you”, we can all find personal and relevant content for us. The average online adult in the UK watched 60 minutes of YouTube per day in June across all devices including connected TV. 25 million people stream YouTube via their TV screens every month. People watch YouTube to shop, to learn, for information, inspiration and entertainment  providing such a variety of users that it therefore provides great opportunities for marketers. Mark Ritson believes in his own coined phrase of “Bothism” which is the unified marketing strategy of utilising multimedia and in this instance TV and YouTube. As an alternative to the TV versus YouTube debate, his argument is that the two well and truly fill in the gaps of the other. Using both TV and YouTube it is recognising that TV isn’t dying and acknowledging that YouTube isn’t TV’s enemy. They are complimentary to each other; YouTubes accessibility, addressability, scalability and targetability fills the demographic gaps that TV can not fulfil. His theory of “Bothism” introduces a blend of different opportunities. Consumers are presently fragmented in their viewing habits so it is key for brands to follow their audiences. Up to 42% of YouTube campaigns are delivered on TV sets. BT had an incremental reach of 15% by...
Time to consider TV Sponsorship?

Time to consider TV Sponsorship?

As we have recently planned a TV sponsorship for one of our clients Coleg Y Cymoedd on S4C for Bois Y Rhondda we thought it would be a good idea to re-visit the reasons why these are a really great option for brands to include in their marketing mix. There are many benefits of sponsorship – The TV viewing audience have an emotional response and attachment to TV shows which can be a powerful brand driver, extending emotions to the sponsoring brand – such as Coronation Street whose current sponsor is ArgosThe wide range of programmes available offers many platforms of sponsorships for brands enabling them to target their ideal audience.TV audiences are loyal, ensuring brands messages are seen multiple times by their target market , building a brand awareness that traditional TV does not – our client Cardiff Airport aligned their sponsorship with ITV Wales Cymru WeatherIn cost terms, TV sponsorship can often be a smaller slice of a brands budget…reaching as large an audience but without the cost implications of buying a traditional TV airtime campaign.TV Sponsorships are a fantastic way to align your brand with a programme and gain frequency with a specific target audience, If you are interested in considering using sponsorship to align your brand with a TV or radio programme please contact our friendly and experienced team...
Love Island 2021 viewing figures, the best yet

Love Island 2021 viewing figures, the best yet

Love island has continued to prove its popularity with the 2021 series averaging 3.3 million TV viewers with a 16% share. Across all devices it averaged 4.2 million viewers making it the biggest series on a digital channel since Love Island in 2019 and was up on the 2020 series by 300,000 viewers.  ITV Hub’s audience alone was 2.1 million. The viewing figures for the 16-34 age group are impressive with 1.7 million viewers and a share of 51.8%.  It was the second most watched series across all channels second in place to Line of Duty. Love Island won the 9pm slot amongst 16-34s 45 times (excluding Saturday episodes) across its run, only beaten by some Euro matches. Viewing figures in this age group were up 100,000 and 9.8 share points compared to 2020. These viewer statistics indicate that the popularity of Love island goes from strength to strength and how well this genre of programmes resonates with younger viewer age groups. If you would like to target these growing audiences and would like help to reach Gen Z viewers please contact our friendly...
Consumers look forward to seeing Christmas adverts this year following the pandemic.

Consumers look forward to seeing Christmas adverts this year following the pandemic.

After a very different Christmas in 2020 due to the pandemic, it appears we are ready for the return of festive cheer in advertising. A third (36%) of people want to see a festive tone in ads this year, followed by a quarter of people (24%) who would like ads to be upbeat or optimistic. A fifth (21%) want ads to be funny, while 17% want Christmas ads in 2021 to be nostalgic. Just 5% of people feel they should be focused on Covid. (Source IPA, Opinium) Unsurprisingly 52% of UK adults plan to make the most of Christmas this year with 51% hoping to eat out, go shopping and visit attractions this Christmas, rising to 72% among 18- to 24-year-olds. Just under half (45%) of UK adults also plan to see more of friends and family than they normally would. Meanwhile, the study also shows online grocery delivery services are likely to be more popular among men (26%) than women (15%), with Londoners (35%) and those aged 18 to 34 (39%) most likely to use this kind of service. If you need any help planning your Christmas marketing campaigns please contact our friendly team...
The Future of Channel 4

The Future of Channel 4

As we have completed our latest Video On Demand campaign across multi VOD channels including All4 for one of our clients and are currently evaluating the campaign results, it was interesting to read what the channel 4/All4’s future entails. It promises to be “More radical” as its digital strategy proceeds and has identified three areas of growth to focus on over the next year. Channel 4’s “Future4” strategy aims to ensure Channel 4 remains fit for the digital age. it plans to double the viewing of its on-demand platform All 4 to 2 billion by 2025, while growing digital advertising to 30% of its total revenues and non-advertising revenues to 10%. However, with All 4 viewing already up 29% year on year, Channel 4 is now forecast to achieve 1.5 billion views by the end of 2021. Channel 4 is also well on its way to achieving its advertising revenue targets, with 19% of revenue coming via digital advertising and 9% through non-advertising. Much of these increases can be attributed to the change of audience viewing habits during and coming out of the Covid 19 pandemic and is not unusual for VOD platforms, though Channel 4’s advertising revenues from digital is over 50% higher than the rest of the UK TV market (according to COO Jonathan Allan) Meanwhile, the launch of digital content unit 4Studio last year – which focuses on producing content for social media – has seen Channel 4 overtake LadBible, Disney and the BBC as the most viewed branded content partner in the UK, reaching over 90% of 18- to 34-year-olds. There are three new areas...
Advertising Rebound Evident on Linear TV and VOD

Advertising Rebound Evident on Linear TV and VOD

ITV saw a 115% increase in spend in June 2021 from the first 6 months which saw ad sales rise by 29% with positive predictions for the following next 3 months. June delivered the largest revenues for the month of June  for ITV in its history. A large portion of this increase can be attributed to the relaxing of restrictions and the Euros which was ITV’s most successful football tournament to date  Ad revenue grew by 29% in the first half of 2021 compared to a 21% downturn last year in the same month. VOD advertising increased by 55% with advertisers using Planet V ITV’s sales platform and there was a 250% increase in VOD only campaigns. Carolyn McCall, the chief executive of ITV explains that “You can get so much emotional messaging across – you can get tone across, joy across, you can uplift people with TV advertising,” McCall added, citing the recent Tyson Fury ad about mental health for the Campaign Against Living Miserably (CALM). “People have realised the emotional stuff that you can communicate, which has become more important to them because of the pandemic, but also we’ve now also got the programmatic – the digital advertising, which is highly targeted.” If you are unsure where to start with your TV advertising we can make the process easy, Alison Debono, The Media Angel’s Managing Director has completed the in depth TV Masters Training course with Thinkbox providing the understanding of the latest advanced TV and VOD solutions . Get in touch with our friendly team today who will be more than happy to...