Love Island: inside ITV’s social media strategy

When your show sells thousands of branded water bottles, it has to be doing something right. For 2018, the broadcaster’s social media team are being pragmatic about the platforms they’re using to interact with viewers; decoupling from Snapchat to crack on with Instagram Stories instead.

 

ITV senior digital producers Kenny England said he believed ITV 2’s Snapchat issue weren’t due to a sudden decline in interest of Love Island, but that the dip was platform-specific, and in part due to the app’s poorly-received redesign.

In the first month alone Love Island’s official account has “nearly doubled” its Instagram audience. The page has been using Instagram’s Stories product to direct fans to quizzes, divulge teaser soundbites and share its popular ‘The First Look’ video, which gives viewers a two-minute daily preview of the upcoming episode.

While it is pulling away from Snapchat, the show is still investing a lot of resource in Twitter, which England said gives fans a platform to discuss the show, especially its “watercooler moments” in real-time.

“Love Island has become so important to Twitter that the company took out a cover-wrap of the Metro on the day of the first episode, just to remind people to use it while watching the show,” he added.

Of the platforms Series Four is using, England described Instagram as the ‘perfect‘ one. The visual tone of it, he noted, matches the show’s own attention to visual perfection, which affects everything from set backdrops to the contestants themselves.

The partnerships too have expanded from those with [main sponsor] Superdrug and Ministry of Sound that ran during Series Three, to 10 partners for Series Four, including Missguided and Domino’s.

This expansion is allowing Love Island’s team to achieve more for their audiences, and for commercial partners to explore new engagement avenues. It could lead to larger audiences, and a few more accolades along the way.

Source: https://www.thedrum.com/news/2018/07/03/inside-love-islands-social-media-strategy-why-itv-has-abandoned-snapchat-instagram

 

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June: a bleak month for newspapers

It’s been a bleak month for newspapers, with only one title in the entire daily newspaper market boosting their circulation figures.

 

Daily market

Only one title (the Financial Times) in the entire daily newspaper market was able to boost its circulation figures in June, while the overall market declined 1% month-on-month and 9.2% year-on-year.

Despite a drop over the year of -5%, the Financial Times was up 1.1% between May and June, shifting an extra 2,000 copies. The broadsheet’s total circulation now stands at 183,300.

However, all other titles in the daily market saw their circulations decline last month. The Guardian was down almost -2% to 138,000, while The Times was down -0.7% to 428,000.

Elsewhere, the Daily Mail was down -1% to 1.26m, and the Sun down -1.5% to 1.45m.

Sunday market

No title in the Sunday market recorded any circulation growth in June. Overall the entire market was down -4.4% month-on-month, and -12.4% year-on-year.

In the quality market, the Observer was down -2.6% to 166,300, the Sunday Times down -6.6% to 721,800, and the Sunday Telegraph (no longer reporting any free bulks) was down -4.9% to 288,500.

Meanwhile, the Mail on Sunday was down -4.8% – a drop of almost 54,000 – to a little over 1 million, while the Sunday Express dropped -6.3% to 295,300, a drop of almost 20,000.

Source: https://mediatel.co.uk/newsline/2018/07/19/june-abcs-a-bleak-month-for-newspapers/

 

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How are Exterion transforming the London Underground?

Exterion Media UK is proud to introduce their newest full-motion ultra HD digital product – D12s, as part of their unique media partnership with TfL.

D12s form part of a wider digital roll out and significant investment (£90 million) in digital products across the TfL rail estate throughout 2018.

Exterion Media UK has almost completed the roll out of 50 of these new D12 screens across 19 handpicked Zone 1 London Underground stations, delivering a hard-to-reach young and up-market audience. The screens are strategically placed along high dwell time corridors and ticket halls across the network.

The newest full motion product, D12s are the latest product to capture the attention of London’s media world – following the successful launch of DX3: a network of 60 full-motion, cross-track, landscape digital products launched in December 2017. Adding to Exterion Media UK’s 100% full-motion digital estate, these new 98” LCD D12 screens are Ultra HD with dynamic capabilities. Their recent Engagement Zone research has proven that full motion is 4 x more engaging than static and Exterion Media UK is encouraging brand to make full creative use of these new formats.

Andrea Marsh, Digital Transformation Director at Exterion Media UK, said: “I’m personally blown away by the impact of these new D12 screens. They’re a fantastic addition to our growing full-motion digital portfolio – positioned in cherry picked locations in the heart of the capital.”

Source: Exterion Media

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Tesco shifts focus from meals to their passion for food

Tesco is evolving its ‘Food Love Stories’ campaign as it looks to “bring to life its passion and care” for food.

A new TV ad, created by BBH London and voiced by comedian Sarah Millican, focuses on how all of Tesco’s fresh berries are handpicked and chilled within 60 minutes to ensure they are “at their freshest” for customers. It moves the campaign on from its previous message, which aimed to celebrate the food people love to make.

The campaign will run across TV, cinema, out-of-home, digital, social, radio and all of Tesco’s digital-owned channels and in-store.

Tesco is on a mission to improve both value and quality perceptions of its products, with the newest ad focusing on how all of Tesco’s fresh berries are handpicked and chilled within 60 minutes to ensure they are at their freshest.

In the first major interview Bellini has done since taking on the role at the beginning of last year, she tells Marketing Week: “Rebuilding trust in a brand is something that takes a long time and we want to do everything we possibly can to earn and deserve that trust from our customers.

Since Dave Lewis took over as CEO in 2014 – when Tesco’s YouGov BrandIndex score had plummeted to an all-time low of almost zero following a long run of hitting the headlines for all the wrong reasons – perceptions of the supermarket have been on a steady upwards trajectory. It now has a score of 23.6.

Source: Marketing Week

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Advertising in newspapers could triple your ad campaign effectiveness

Advertisers who are cutting back on newspaper advertising might be missing a trick.

According to a new study conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times.

The study covers 500 econometric models to provide evidence of the impact newsbrands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital newsbrands boosts print ROI by up to five times.

The research follows challenging times in the print market, which has seen print advertising revenues decline at a rapid rate this year as advertisers are investing more digitally.

The research hopes to prove the value of print advertising. It claims advertisers wanting to maximise effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4%. That figure has since dropped to 7.6 % in 2015.

On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; 3 times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG.

Claire Harrison-Church, VP marketing at Asda, said: “Newsbrands are a crucial part of Asda’s marketing mix because they provide us with an influential and flexible platform that we use to inform and inspire our customers. The ultimate goal of our comms is to deliver returns and this large-scale study allows us to continue to invest with confidence. Retailers know that adding newsbrands to a campaign increases the effectiveness of other media – here we have the evidence to prove it.”

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