New audio measurement introduced by DAX.

‘Groundbreaking’ is the word being used to describe the effective new measurement tool for audio introduced by DAX. The new tool will allow advertisers to measure and track the impact of their advertising on a deeper level.

The new ‘Listener ID’ tracking capabilities was announced at the IAB Upfronts last week. Brands are now able to measure the effectiveness of their campaigns on digital audio platforms including SoundCloud, audioBoom, Global’s Heart, Capital and Radio X, and Bauer Media’s KISS.

Agencies and advertisers will now have the ability to profile their audiences based on a range of consumers attributes, while also tracking the user interaction and the journey on their sites to help understand which creative routes are driving traffic for campaigns.

“This is hugely significant and a big step forward for the audio market,” said Mike Gordon, chief commercial officer at Global and one of the founders of DAX.

“The introduction of ‘listener ID’ means that advertisers will have deeper insights into the behavior of listeners after they are served ads, and how different advertising is performing for their brands. We are going to start rolling this out to clients this week.”

‘Listener ID’ will be introduced to brands advertising on DAX – with regular advertisers including Camelot, CineWorld, Go Compare, Asda and Lyst.

If you need help in choosing the right radio stations to use as part of your media mix, we are here to help. Just get in touch with experts from South Wales’s award winning Media Planning and Buying Agency at [email protected] or call on 02921 320 200.

Marketers report increased adspend despite falling confidence amid Brexit

According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote.

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Cinema Advertising Spend Increases

Cinema advertising spend appears to be increasing due to its audience targeting, technology investments and blockbuster hits.

· 2015 saw 20.8% growth in advertising revenue to 238 million driven by blockbusters including Star wars and James Bond.

· 2016 predicts further 4% growth.

· 1st quarter 2016 saw 26% increase yr on yr.

Cinema recommends advertisers build brands to provide a long term value and a sustainable growth in return. By utilising the 90-second slot with cinema specific creatives and understanding cinema audiences provides the first step to brand building where advertisers can tell a great story around the brand, entertaining the audience who have come to watch a storytelling film.

For example,  Airbnb launched a split-screen experience in the, UK for its ‘Don’t go there. Live there’ campaign. It gave cinema audiences the ability to see two alternative travel experiences simultaneously by using specialised bifocal glasses that employ adapted 3D technology. http://www.sawa.com/

Cinematic innovation also allows advertisers to use 4D screenings that use mechanics in seats to move viewers, pump smells and spray water to reflect the action on the screen, it’s all about the audience experiencing things together socially and then sharing this o social media.

The English National Opera (ENO) found that targeting also increases effectiveness of cinema. They focused it’s cinema activity on one region enabling it to run activity for 11 weeks in premium releases, it showcased it’s Madam Butterfly opera highlighting the visual appeal of the production and increased it’s sales targets by 6% . By appearing in cinema it positions itself as a blockbuster production whilst allowing it to showcase the visually appealing aspects of the opera.

As this year sees many sequels to Blockbuster films such as Star Wars, Fifty Shades Darker, Pitch Perfect 3 and Bridget Jones Baby alongside new releases cinema ad spend is expected to continue to grow.

The effort put into the cinema experience, into using technology to create great content and as filmmakers continue to appeal to film fans means the value of cinema for advertisers should continue to grow.

Our team are here to help you benefit from the power of Cinema as an advertising platform. Get in touch with us on 02921 320 200 or email [email protected] for award winning media planning and buying advice.

Help your business STAND OUT from the crowd

Everyday it is estimated that we are exposed to nearly 400 marketing messages, of which only 150 are actually noticed and a lot less are recalled or make enough impact to prompt action. So how can you ensure you make yourself easily found?

1. Have a marketing strategy and review it.
Have a clear idea of what you want to achieve and a focused strategy to help drive your business forward. Is retaining and winning new customers key or is increasing sales your goal? Don’t forget to review and tweak that strategy.

2. Know your customer.
Who are they? Where are they? How can you target them?
Knowing your customer helps target them at the right place at the right time and at the right cots; ultimately leading to a return in investment.

3. Know your competitors.
What are your competitor’s strengths and weaknesses? How and where are they advertising? what can you do differently?

4. USP’s.
Be clear of your unique selling point(s); make these part of your marketing strategy. Why should somebody choose you over your competitors? Let people know why you are the best company to come to.

5. Be consistent.
Be consistent with your messages, reiteration is key. You want your clients to recognise you instantly. Less is more.

6.Be clear.
What do you want your clients to do? Buy a ticket or product? Log on to your website? Find out more information? Call you? Tell them what to do and how to do it. Make it easy to be found.

7.Be social.
No business can afford to ignore social media; it’s good for developing a two way conversation between yourself and your customer. Having social portals and an up to date website helps build credibility, brand and SEO too.

8.Take a risk.
Don’t be afraid to try something different. Think outside the box. Don’t assume advertising is too expensive, TV and Radio can be targeted and cost effective if used well.

9. Cost.
Don’t buy an advert just because it’s cheap. If your target audience does not consume that media it’s a waste of money.

10. Explore.
Look at the new platforms where you can be really targeted; Video on Demand for example. You can target by area, age, demographic etc.

Contact our award winning team to ensure your marketing plans are crafted to perfection and deliver results.

Call: 02921 320 300  email: [email protected]  tweet: @themediaangel. 

Facebook Revenue Continues to Increase

Facebook’s advertising revenue has increased 63% year-on-year to $6.24 billion in the second quarter of this year.

Video is the main driver behind this surge in revenue according to CEO Mark Zuckerberg who says that video is at the heart of Facebook services.

For the three months ending in June, Facebook posted $6.44 billion in revenue, a 59% increase on Q2 2015, while profit rocketed by 189% to $2.06 billion year on year.

84% of revenue stream is attributed to mobile up 76% from last year, enhancing the impact that mobile has on the user.

The number of daily active users continues to increase, 17%  up in June to 1.13 billion users on average a day.

The platforms in which we use to deliver our campaigns are continuously evolving, The Media Angel team keep updated with all current developments to get the best outcomes for our clients. Get in touch  today to discuss the best channels for your marketing campaign.

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.”

If you are interested in incorporating press advertising into your media mix, call one of our team on 02921 320200 or email [email protected]

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