3 Ways in Which Women React Differently to Digital Advertising

3 Ways in Which Women React Differently to Digital Advertising

There’s very little difference between male and female brains, but there are clearly differences in the way genders respond to advertising. The reasons why an ad might work for one gender and miss the mark with another are complex, but there are ways brands can more effectively engage women online through better targeting. In Control Women strongly dislike formats that don’t offer them control, such as non-skippable videos. Globally, more women skip online video ads whenever they can: 65% compared with 58% of men. Get Your Message Across Quickly They also prefer shorter video – 10 seconds or less – whereas men are more accepting of longer ads. Concerningly, the gender gap seems to be widening. While digital effectiveness among men has remained relatively stable over time, there has recently been a noticeable decline in effectiveness among women. Understanding how genders respond to different ad formats can be used as a tool for optimising media targeting and improving ad effectiveness. How does this affect advertising? Using this research at the targeting stage of a media buy could improve the accuracy of placements – for example targeting women in environments where skippable video formats are present as we know these work better among this audience. Online receptivity and targeting for women can also be improved with smarter in-market optimisation. If copy testing shows strong skews by gender to specific ads, this can be reflected in the media targeting, along with other variables such as category interest. This is easiest for digital, where it can be done most accurately. Do you need help with reaching the right audience? Get in touch...
8 Reasons to Advertise on Audio

8 Reasons to Advertise on Audio

In recent years, audio advertising has been boosted by streaming services such as Spotify and SoundCloud, a surge in podcast popularity and a radio renaissance. And though this is a market whose origins date back to the first radio ad being aired in the US in 1922, it is one today embracing change. Consumers are said to forge an emotional connection with audio, whether that be through music or particular radio stations and presenters, granting marketers a prime opportunity to capitalise on those positive emotions and ingratiate their product with listeners. As we’ve seen already in 2019, new opportunities are emerging constantly in this space for brands and agencies to exploit. Here we track the latest trends in audio advertising across four major platforms: radio, podcasts, streaming services and voice. Radio 1. Radio isn’t dead The medium has been rising in popularity in recent years, with radio hitting record revenue levels of £700m in 2018 in the UK. Advertisers seem more attracted to commercial radio than ever before. An interest which is illustrated by Chris Evans’ move from the BBC to the commercial world with Virgin Radio. Although radio may not be the first channel to spring to mind when implementing your advertising strategy, it should not be overlooked; the emotional element which guides the public’s choice of radio station is still an influential touchpoint. Podcasts 2. Podcasts surge in popularity Research conducted by podcast company Acast has indicated that nearly a quarter of UK adults have listened to a podcast in the past month. And significantly, of that number, 76% said that they have followed up on an...
New national Capital Breakfast launches across the UK

New national Capital Breakfast launches across the UK

Global has launched the first networked breakfast show on commercial radio in England, Scotland and Wales with the syndication of Capital Breakfast. Roman Kemp, Vick Hope and Sonny Jay have replaced almost a dozen local breakfast shows on Capital-branded radio stations supported by a national advertising campaign which kicked off on Saturday night. Roman, Vick and Sonny are now broadcasting to Birmingham, Liverpool, Manchester, Lancashire, East Midlands, North East, North West & Wales, Scotland, South Wales, Yorkshire and the South Coast (Brighton and Southampton). Capital Cymru retains its local breakfast show. The show will provide local news, weather and travel information inserted from each region. What do people make of the changes? This is an historic day for commercial radio in the UK as, after years of lobbying for rules to be relaxed, Global become the first group to offer a networked commercial breakfast show across Great Britain. In 2007, Connect FM moved out of Kettering to share with Lite FM in Peterborough, kick-starting the trend of co-location. RadioToday predict the practice of big name breakfast shows shared across a number of stations will become the norm in the coming years, just as co-location is now expected. Global has already confirmed Heart Breakfast will go networked in the coming months, followed by Smooth before the year is out. No other group has indicated any plans to network breakfast on a major scale, but Bauer currently syndicates breakfast on Greatest Hits Radio on FM in Liverpool and West Midlands. Interested in advertising on radio? Find out more here. Sources:...
Lego is Brits’ favourite brand, but Amazon named most ‘relevant’

Lego is Brits’ favourite brand, but Amazon named most ‘relevant’

For the second year in a row, UK consumers have named Lego as their favourite brand. However, when asked to name the company they considered most relevant to their lives, Amazon took the crown. Lego has once again topped the annual Superbrands index, which each year invites 2500 British shoppers and industry experts to judge 1500 brands based on quality, reliability and distinction. For 2019, Apple moved up one place to second in the overall rankings, reversing positions with Gillette which completed the top three. Lego’s accolade follows on from a year in which the toymaker managed to stave off slow sales and return to growth. In the past 12 months, Lego has premiered its long-awaited Lego Movie sequel and reaped the rewards of uniting entertainment franchises like Disney, Star Wars, Marvel, DC Comics and Harry Potter in stores. Top 10 UK consumer brands 1. Lego2. Apple3. Gillette4. Rolex5. British Airways6. Coca-Cola7. Andrex8. Mastercard9. Visa10. Dyson Most relevant brands According to Superbrands, Amazon is the business Brits consider to be gaining the most relevance to people today. Despite consumer concerns around its working practices, how much tax it pays and its market dominance, the retailer bet off 1,595 other brands in to top the ‘relevancy index’ rankings of the Superbrands research. The relevancy index reduces the influence of longer-term goodwill and emotional bond on voters, focusing consumers’ minds on shifts in use and importance. Discount grocer, Aldi, took second place, while rival Lidl placed sixth. Revealing the nation’s growing concern over one of Britain’s top five causes of premature death, Macmillan Cancer Support came third in the relevancy rankings. Netflix clocked in at number four (moving up from eighth last year)....
Top 5 April Fools’ Day Pranks 2019

Top 5 April Fools’ Day Pranks 2019

It’s that time of year when you spend the morning on social media thinking, is it…or isn’t it? We’ve looked at the five top April Fools’ Day Pranks of 2019. 1. The one we’d use in real life In its mission to make roads everywhere more civilised, Honda Canada has launched a solution: the polite horn. 2. The prettiest one Hello Fresh is adding the ‘The Unicorn Box’ to its meal subscription box options. The first-of-its-kind experience contains three colourful recipe kits that will let diners eat “like a mythical creature with a box full of farm-fresh rainbows, smiles, and joy right at your doorstep”. 3. The one we’d like to taste After four years of intense research, Nestlé has crafted the optimal blend of tea leaves for the perfect brew to accompany its famous KitKat break. This tea has been developed in the brand’s very own Teaology labs and comes in tea bags inspired by the signature KitKat range: two-finger, four-finger and KitKat Chunky to fit every break occasion. 4. The one we’d all Instagram Sainsbury’s is to stock a limited edition run of ripe and ready pink avocados – a naturally grown hybrid of different avocado varieties. The supermarket has worked closely with a supplier in Peru to grow the exclusive Rosa-vo, which will go on sale as an initial trial to gauge popularity among UK customers and Instagram hungry millennials. 5. The one we’re all glad isn’t real As part of an extension to the airline’s ‘depart the everyday’ campaign, passengers will be encouraged to join the crew for in-flight karaoke from shortly after take-off. Highlights...
How often are people in the room when TV ads are on?

How often are people in the room when TV ads are on?

According to a new study from IPG Media Lab, 71 percent of TV commercials are seen by viewers. The media agency worked with TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 71 percent of TV ad deliveries are “viewable,” meaning someone is in the room for at least two seconds while the commercial is airing. This compares to 69 percent of digital video being “viewable.” The study used technology that was installed in a panel of households, recording variables such as how many people were in the room when an ad aired, whether people were engaged with the specific ad and if the ad was viewed by its target audience. Some categories fared better than others: pharmaceutical ads were viewed 75 percent of the time, compared to 65 percent viewability for recreational ads, which includes entertainment venues, toys and games, and gyms and fitness. This could, in part, be due to the use of longer pharma ads, which tend to increase viewability. Could your advertising incorporate TV or VOD? Contact us to find out more. Source:...