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 being invested in to help deliver more value for viewers..

Firstly, the broadcaster plans to lean further into its success as a channel for young audiences, to “bind” successive generations of young British viewers to “strong, valuable and trustworthy” public service media.

Channel 4 will therefore invest a further £50m in content for younger viewers, ranging from “binge-able” drama to current affairs. The new content will appear in the 2023 schedule.

A further £5m will be invested into documentaries that reflect the lives of young people in Britain, and the broadcaster’s planned investment into social media-oriented teen content will be tripled.

• If you need help with your TV or VOD campaign contact our friendly team- [email protected] 

The Secret Behind Football Stadiums Advertising

Whether you’re a football fanatic that can’t pull your eyes away from the screen or an onlooker who has caught site of the screen whilst your partner is watching. We know that you have seen the adverts that run around the edge of the pitch.

But did you know these adverts are different based on channel and location that the viewer is watching from?

• 

This is done by a technology called Virtual Replacement, which allows different broadcasters to overlay relevant adverts over the physical ones that are present within the stadium.

The first pitchside football advertisement ever seen was at the 1966 World Cup and since then, football advertising has become a popular tool for brands to showcase their name.

Stadium Marketing is a growing style of outdoor advertising. Its increasing popularity is due to its ability to target ideal customers. This means that a brand can understand their audience demographic using their interest in football to determine other similar interests. Alongside this you can ensure it will hit a large number of people to give your brand a mass marketing opportunity.

During this summer of sport watch out for the adverts in the Olympics and The Lions.

If you need help choosing the right mix of media for your brand then please contact our friendly team at [email protected].

Out-of-home audiences at 73% of pre-COVID levels.

Great news for out-of-home! With children returning to school. and many people returning to the workplace, roadside audience figures are increasing! Audience numbers are now at 73% of pre-COVID levels.

Furthermore, according to National Statistics, 53% of workers travelled to their workplace at least once during the week to March 14 – this is 48% up from the week before. As the end of March approaches and more restrictions are being lifted, we can expect audience mobility to continue to grow.

Here are some key stats:

• Clear Channel’s roadside audience levels at 73%.
• Audience levels within residential areas have increased by +9 percentage point to 81%. (Source: Clear Channel Radar (w/e 13^th March)
• Audience levels in proximity to Asda and Sainsbury’s (83%) and parks (77%) have increased by +10 and +7 percentage points respectively. (Source: Kinetic Viewpoint (24^th February).
• Alfresco Life survey shows that leaving home to grocery shop (83%) or exercise (82%) are the most popular activities. (Source: Google Mobility Data 16^th March 2021 (7 Day Average)).
• Mobility to parks is currently at +23% above the baseline. (Source: Talon ADA (w/e 7^th March)).
• London roadside traffic is now at 93% vs the baseline average following a 1% growth WoW.
• Visits to supermarkets witness 1% growth WoW, currently at 96% vs average.

Predicted Impacts and reach figures for 2021

This is excellent news for our clients who have missed out of home advertising over the last year. The above figures are really promising and only set to increase as restrictions relax. If you would like us to look at an outdoor campaign for your business our friendly team would be more than happy to help. Please contact us here- [email protected].

The Media Angel in National Finals of Prestigious Marketing Awards

For the second year running we are pleased to announce that we have been shortlisted for The Drum Marketing Awards. Our entry for “Public Sector Marketing Strategy of the Year “ was for The National Botanic Garden Of Wales’s Summer Campaign for 2017 which helped to dramatically increase their family footfall by 43%  to the Gardens .

The Drum Marketing awards celebrate the best marketers and campaigns nationally and internationally. Open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies we are pleased to represent Wales against some of the larger UK agencies.

The Drum Marketing Awards are considered to be one of the industry’s most sought after accolades and have many prestigious judges such as Michal Szaniecki, marketing Director, Volkswagen and…. Vanessa Fitzgerald Regional Director, Northern Europe, Facebook.

We created a multi faceted campaign which focused around the new British Bird of Prey Centre utilising Out of Home (OOH), On line, regional press and radio.  We are shortlisted along with some impressive national campaigns such as BBC Children in Need “Do Your Thing” and Kindered for HM Treasury and The Royal Mint.

Alison Debono, MD of The Media Angel said “We are beyond thrilled to be representing Wales as finalists at The Drum Awards 2018, especially as we are in the same category as such huge brands.”

The results will be revealed and the trophies handed out at the award ceremony on 30th May at the Park Plaza Westminster Bridge Hotel, London.

Proud finalists at CIM Marketing Excellence Awards

What a fantastic time we had at the CIM Excellence in Marketing Awards 2016 last Thursday 14 April at the beautiful Grosvenor House Hotel in London.

I am so proud to have seen The Media Angel up alongside some amazing brands in the finals. Our ‘Legacies’ campaign with Ty Hafan was nominated with the likes of O2, Direct Line, Camelot, Bupa, PWC UK, Legal and General, Vision Express, Jewson, Visit Britain and Santander as an example of excellence in marketing across the UK. With our Legacies campaign achieving a ROI of over 300% for life limited children at Ty Hafan, we were identified as worthy finalists demonstrating a commitment to marketing innovations within the SME category. All finalists were celebrated for the creativity and originality of their campaigns, paying special respects to the positive impact that great marketing can have on an organisation; much like our Ty Hafan Legacies case study.

There were 24 categories rewarding the breadth of marketing excellence across some of the UK’s most respected brands. I couldn’t be more proud of The Media Angel and my team making the finals and representing Wales. Out of around 150 finalists in total, there were only 5 Welsh organisations at this year’s ceremony. To be the only Welsh media planning and buying agency shortlisted in the finals feels like an amazing achievement. Also flying the flag for Wales in the Brand Experience category was our wonderful client Swansea University. Their Making Waves campaign has performed exceptionally well over the past 3 years, increasing in popularity year on year with added thanks to our talented team’s media planning and buying expertise.

I am so very proud of  The Media Angel and my team for achieving such huge recognition. Being such a small and hard working agency we are beyond thrilled to be able to say we were the only media planning and buying agency across Wales to win at the CIM Canmol Marketing Awards, and one of few Welsh brands to make the finals at National level in 2016. The past 12 months have been truly amazing for our dedicated team.

We would love to say a huge thank you to all of our clients and friends for their constant and continued support over the past few years, we are so grateful to each and every one of you. Without your support we wouldn’t be where we are today. We love our roles within this exciting and fast paced advertising sector. Each day and each client campaign is so varied, we love the fact we don’t know what we will get asked to work on next. Whatever the campaign and whatever its size, we have a combined industry experience of over 50 years and love to put our heads together to tackle any kind of brief. So if you are looking for some inspiring and innovative ideas then get in touch with our team of experts. #LoveMarketing

Read about our award-winning campaign here.