Faux Out of home
A new trend is emerging in the constantly changing world of digital marketing that is grabbing attention and challenging our perceptions of what is genuine and what is not.
Faux Out-of-Home (FOOH) advertising is increasing in popularity, more brands are now following the trend of creating ‘realistic’ OOH campaigns that are actually CGI-generated; providing a powerful avenue for imagination, however, there are moral considerations.
One example of FOOH advertising is Maybelline’s Sky High Mascara; a viral video showcasing their ‘new OOH campaign’ where London underground trains and London buses iconically wore eyelashes, demonstrating the benefits of the mascara formula as well as the bending wand technology. At the time the video was released to social media, it was not made clear that the OOH campaign was created using CGI and therefore misleading consumers.
McDonald’s is one of the brands to recently jump on the trend with a festive FOOH campaign. The campaign is called ‘Festive wins’ featuring a fleet of festive baubles driving through London’s Oxford Circus and bursting McDonald’s burger boxes outside the Bullring, Birmingham, and celebratory Christmas crackers along the Royal Mile in Edinburgh.
FOOH’s creativity is completely unhindered by reality, budget, resources, and media formats; therefore, it has the potential to go ‘viral’ on social media and drive brand awareness and engagement.
Since deceiving customers seems to be the key to faux out-of-home success. The allure of Barbie’s enormous doll, Maybelline’s eyelash tube promotion, and Jacquemus’ giant bags would have undoubtedly been ruined if a disclaimer revealing the CGI origins had been included at the time of publication.
After reading a FOOH feature on the Drum, we found it interesting that JC Decaux’s Chief Marketing Officer, David McEvoy has reported on the topic. McEvoy promptly emphasised that in spite of the significant volume of FOOH sightings recently, the problem has really been there for some time. Pointing out that even before digital adverts, you’d often see television ads featuring billboards, street furniture, or bus shelter panels, proving that the creativity wasn’t genuinely used in the out-of-home environment.
Brands wanting to create CGI campaigns must approach with caution, as it could jeopardise consumer relationships as well as brand reputation.
RAJAR Q3 results are now in!
Here are the top stats from Q3 for the period starting June and ending September.
Data has revealed that the weekly population of all radio listeners has remained the same as Q1 and Q2 in Q3 with 88% and has remained at 49.5 million people.
Here are some interesting stats to begin –
- The average number of weekly hours listened to radio for this Quarter is 1.016 billion hours
- The average radio listener tunes into 20.5 hours of Live Radio per week.
- 43 million adults (15+) are tuning into radio digitally each week.
- In an average week, digital listening accounts for 714 million hours, with a listening share of 76%, up by 2% since Q2.
- Listening via DAB has a 42% share of listening, Online has 24% and DTV is 4%.
- AM/FM listening hours share is less than a third with 30%.
- 32% of adults (15+) claim to listen to Podcasts at least once per month.
National RAJAR listening figures
They’ve done it again! Heart and Capital remain the largest 2 commercial radio brands, resulting in Global leading the radio market with 26.4 million weekly listeners, up by 6% since Q2.
In this quarter, The UK’s largest radio station Heart, achieved its highest-ever audience of 11.3 million weekly listeners across the UK.
Capital has reached a milestone of 8 million weekly listeners, increasing by an incredible 200,000 listeners since Q2.
Following a successful Q1 and Q2, Bauer’s Greatest Hits Radio has grown again in Q3, achieving 6.2 million weekly listeners.
Welsh RAJAR listening figures
Heart South Wales now has 432,000 weekly listeners, up 29,000 from Q2, making it the station with the most listeners in all of Wales.
Nation Radio Wales reached 150,000 weekly listeners an increase of 20,000 since Q2.
Greatest Hits South Wales’ weekly listeners increased by 20,000 from Q2 to Q3, reaching a total of 102,000
Even though Capital is still the biggest commercial radio station in the UK, Capital Northwest, and Wales’ reach decreased by 14,000 listeners from Q2 to Q3, yet it is still quite high at 107,000 listeners per week. Capital South Wales’ reach also decreased slightly by 6,000 listeners per week.
Although radio listeners have switched stations, they still regularly tune in to the medium highlighting that there is still a market for radio advertising! Millions of people can still hear your message; to be heard at the right time, get in touch with our team today!
Interesting Media Statistics
Do you want your brand to be seen by a mass and diverse audience, at the right time and place?
Check out the latest statistics for different advertising medias!
28 million households in the UK have a television (Cybercrew, 2023)
3 hours were spent daily watching TV in the UK for 2022 (Cybercrew, 2022)
TV advertising is on average almost half the price of YouTube, and 17 times cheaper than other online video advertising (Thinkbox, 2021)
Adults ages 35-54 spent up to 26% of their total TV time watching traditional TV on a weekly basis (Keegan, 2023).
VOD (Video on Demand)
In the first quarter of 2023, the number of UK households subscribing to video-on-demand services amounted to around 19.08 million (Statista, 2023).
73% of the UK population choose to watch shows/movies on streaming platforms.
58% of all households in the UK are subscribed to an average of 5.4 streaming services (Boyle, 2022).
There were 35 million users on ITV X alone in 2022! (Boyle, 2023).
OOH (Out of Home)
Out of Home reaches 98% of the UK population at least once a week (Outsmart, 2023)
Nearly 26% of Customers Have Visited a Website in Response to an OOH Advert (75 media, 2023)
Transit advertising reaches 83% of commuters on weekdays and 69% on weekends, equivalent to 48 million adults on a two-week basis (Global, 2023)
Each year a branded taxi will be seen over 75 million times (Capspacemedia, 2022)
Spending over 95% of their time in the city centre, taxis offer universal coverage by targeting mass volumes of consumers (Hugemedia, 2023)
54% of adults 15-34 see bus advertising every week (Global, 2022)
Bus shelter Ads reach 92% of the Population Every Week (75 media, 2023)
On average, passengers spend 7-13 minutes at their respective rail station (Global, 2022)
71% of regular rail users have noticed an OOH ad in the past week (Clearchannel, 2023)
88% of the adult population listens to radio weekly, equivalent to 49.4 million people (RAJAR, 2023).
The average user tunes into 20.5 hours of live radio each week (RAJAR, 2023).
A record 39.2 million people are tuning into commercial radio every week, up by 1.3% on the quarter and 8% on the year (RAJAR, 2023).
In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74% (RAJAR, 2023).
Podcast advertising will see a growth rate of 15.7% in 2023.
The average podcast fan consumes 9 episodes per week (Thepodcasthost, 2023).
The average Spotify user spends an average of 25 hours per month listing to music (Ferjan, 2023).
Q4 data for 2022, shows that 33.2 million people in the UK are listening to online radio each week (IAB, 2022).
In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74% (RAJAR, 2023).
Cinema advertising spending is forecast to show the largest growth rate in 2023 compared to any other media at 37% (Statista, 2023).
There are on average 220 new films of different genre released every year; therefore, cinema advertising reaches a large and diverse audience (SocialFilms, 2022).
87% of survey respondents claimed they noticed adverts before, during and after the movie (Digiday, 2023).
In 2022, there were 4.9 billion people globally who use one or more social media platforms daily (Forbes, 2022).
An average person spends 145 minutes every day on social media (Workup, 2022).
Facebook has remained the most-used social media platform with 2.98 billion monthly active users as of Q1 of 2023, a 7.18% increase year on year (Dean, 2023).
Static images posted on Instagram achieved an average reach of 1,850 users and carousels reached an average of 2,325 users (Dixon, 2022).
500 billion YouTube videos are watched daily (Omicore, 2023).
On average, 500 million tweets are shared daily (Oberlo, 2023).
TikTok is the most engaging social media platform, with an average session length of 10.85 minutes, the time spent on TikTok globally in 2022 was a mammoth 68 billion hours (Kurve, 2023).
If you need help ensuring your using the right mix of media, get in touch with our experienced team today!
The year of the ‘Staycation’
The UK is heading for a summer of staycation. Households are leaving towns or cities and heading into more rural areas, with the majority travelling by motorway. School summer holidays are here and many in need of a break will be travelling by car to their UK holiday destination.
Now is the time to go outdoors! Outdoor advertising in the UK is on the up!
The OOH audience is returning with 60% of pre-lock down levels across all platforms, and brands are jumping back onto OOH to capture their audience’s attention. See Mcdonalds OOH ads capturing feelings of the nation. Bus traffic was back to 97% of pre-lock-down levels and roadside traffic to 97% The rate of return in proximity to significant points of interest is growing, the greatest return is in more suburban areas and areas close to the sea, in comparison to traditional high footfall areas such as city centres.
£48 billion is usually spent each year on summer travel, but with more of us looking to holiday closer to home, a large chunk of this could be injected back into the UK economy*
OOH campaigns are 27% more likely to make large shifts in brand effects (Binet and Field)
OOH campaigns see 47% uplift in sales activity effects V’s non users
Whatever your message, we are here to help…
Motorway service stations could be a great place to start with a range of options available including large format digital, 6 sheets and washroom advertising.
If you would like to book an outdoor media campaign or more, contact our friendly team here – [email protected].
Source: Parkdean Resorts’ 2020 Staycation Market Report
Improve the way you use LinkedIn for business
The latest blog from Cardiff marketing agency, The Media Angels. In the first post of our new blog series, how can you improve the way you use LinkedIn for business?
1. Post blog articles, written by you or relevant to your industry
This is a great way to involve your other social media channels. You could link to your recent blog articles, try captioning with an open question and tag relevant pages. If you don’t have a blog, you can link to other news articles relevant to your business. LinkedIn isn’t as advanced as other social media in that you can’t ‘like’ or ‘share’ another page’s posts. But by creating your own content, it helps keep your followers involved.
2. Keep your information up to date; website address, phone number, email etc
As LinkedIn is quite a limited platform for a business. It’s important to make sure that the information which is on there, is correct! If you change address, phone number or contact email make sure to keep it updated on your LinkedIn page too. We use our “About Us” section to tell people who we are and what we do. It’s a chance to get your brand’s personality across. You could also use this section to detail services your business provides.
3. Create a cover photo to add colour and more information
Like other social media sites, on LinkedIn you can create a cover photo for your page. It’s quite narrow, so make sure all your information is shown! This is a good way to add some personality to your business page.
4. Analytics, analytics, analytics!
Most platforms these days have some form of analytics and LinkedIn is no different. Through the “Analytics” panel on your business page. Here you can see how many visitors your page has had, what their jobs are etc. You can also see what updates get the best CTRs and engagement and where your followers are located. This is helpful to see what types of posts get your page the best response.
5. Use paid advertising to target potential customers
LinkedIn’s paid advertising has the ability to be really targeted. You can target people by job title, location, age, business, sector etc. The ad builder shows you how many impressions you are likely to get, and then you can set a daily budget and a maximum budget. You can also choose from a few different advert types, each one helps target a different response.
How are people using media in 2018?
Attest’s media consumption report 2018 is a survey of 1,000 people taken in July 2018 to compile a report on the habits of UK consumers. What’s their verdict on some of the biggest platforms?
86.8% of Brits report watching more than one hour of television every day, a rise from 82% in 2017.
When it comes to streamed and on-demand television, use has risen dramatically since 2017.
Women tend to watch more streamed television than men, with 75.7% of female respondents tuning in for at least one hour per day, versus 64.1% of men.
Londoners are more likely to tune into Netflix, Amazon Prime or similar for 1-2 hours every day (47.7%)
The ITV Hub app ranked as the second most downloaded iPhone app of May 2018.
The most popular paid-for music streaming service is Spotify (35.1%).
However, Apple Music (27%), Youtube (25.3%) and Amazon Music (19.7%) are close behind.
Younger generations seem to be more interested in newspapers than older generations, with 37.7% of those aged over 40 admitting they do not read a printed newspaper on a regular basis, compared to just 23.2% of under 40s.
Digital advertising grew at its fastest rate for nine years in 2016. But how are consumers using social media?
Source: Attest Media Consumption
If you want to make sure you’re using your marketing budget to its full potential, then give our team a call on 02921 320 200 or email at [email protected]
British Birds of Prey Centre opens in National Botanic Garden of Wales
The British Birds of Prey Centre opened its doors for the first time on Friday 1st June.
The new Centre features 20 native brds of prey and offers visitors incredible, close-up encounters with hawks, falcons, kestrels, kites, buzzards and even eagles.
The centre’s director Emma Hill told the Garden: “This will be one of the very few places in the whole of the UK you can see a golden eagle flying.”
Already a hit with people of all ages, the Centre has two flying displays every day and a daily owl show too.
The Botanic Garden’s director Huw Francis welcomed the news of the British Bird of Prey Centre opening, saying that, with this latest addition to the menu of attractions, the Garden offer is getting close to being irresistible: “With rising visitor numbers, great reviews and a growing reputation, the Garden really is going from strength to strength. This June 1st opening is another huge milestone for us and we cannot wait to introduce our visitors to the fantastic world of birds of prey.”
The battle for top spot: Snapchat, Instagram and Facebook
It’s been a rocky start to 2018 for some of the social media giants!
When Instagram began testing adverts, they had just reached 150 million daily users. This month, Facebook has announced they are rolling out the function in the US, Brazil and Mexico.
Eytan Oren, CEO of full-service agency Block Party, said his agency tracked 100 brands for two weeks in March and found that 79 of them were using Instagram Stories, while just seven were using Facebook’s version, but a look at those same 100 brands today revealed that seven had posted Facebook Stories in the past 24 hours alone.
A year ago, the stories function in the Facebook app wasn’t well-known, or well-used. But now, the function is being used more and more, and the hope is that the ads will be targeted to get people interested in new products and services.
Instagram are also releasing new features; the ability to add an image post to your story was added last week, allowing users to easily share content. However, Snapchat is faring less well than the other “big two” after a disastrous re-design earlier in the year. The new offering from Snapchat is the introduction of un-skippable ads and it may not be their best move.
Snapchat attempt to appease unhappy advertisers
To appease brands that were not happy with short average view times on their ads—less than 2 seconds on average, according to top Snapchat advertisers, the platform has introduced forced-view 6-second adverts. As well as the possibility of angering users, the adverts don’t link to longer videos or e-commerce sites as they did previously.
Snapchat slumped in Q1 2018, with its growth rate sinking to 2.13%, down from 5.05% reported in Q4. They spent the year’s first quarter trying to capitalise on Facebook’s Cambridge Analytica scandal while overhauling the design of its own app. Initial app store reviews were predominantly negative, but first-time installs and its App Store rank increased. Celebrity backlash and anecdotal declines in usage for some people have pushed Snap to waffle on the changes, in some cases changing the app to work more like the old version.
Will Snapchat ever dominate the market?
With Instagram and WhatsApp capitalising on Snapchat’s poor redesign, dwindling growth and declining revenue per user it may be time, according to Josh Constine, “it may be time for it and the world to face the fact that Snapchat could be a world-changing product without ever becoming a world-dominating business.”
Revealed: The world’s most valuable brands
Amazon bumps Microsoft from third place while Google and Amazon keep their positions at the top.
According to the latest BrandZ report of the world’s top 100 brands, those using technology to make people’s lives easier are winning in 2018. Technology and tech-related companies accounted for a staggering 92% of the overall ranking.
Tech giants Google and Apple lead the way, with both breaking the $300bn brand value threshold for the first time. Google took first place with a brand value of $302bn, following their 23% rise while Apple is just behind with a value of $301bn after their 28% rise.
However, close behind them is Amazon on one of the fastest growths the report has ever seen. After increasing their value by 49% to $208bn this year, they bump Microsoft (which grew 40% to $201bn) into fourth place.
Peter Walshe, global strategy director for BrandZ, ““Brands are increasingly concentrating on being able to meet consumer needs in interesting ways that gives them a superior advantage over their competitors – particularly when it comes to making people’s lives better and easier with technology.”
But some of the fastest-rising brands this year have come from China. Tencent, for example grew by 65% to $179bn, securing a place in the top five for the first time. In context, the speed at which brands need to grow to reach the top 20 has doubled to 40% over the last year. Over the past 12 years, China’s overall brand value has grown by a huge 1,444%. In comparison, the UK has grown by just 26%, the US by 239% and Europe by 37%.
It’s not been the best year for UK brands as only four make it into the top 100. Vodafone is the most valuable UK brand (37th in the global rankings) despite a 9% decline in value over the past 12 months. HSBC has grown by 15% but despite this drops down two spots to 50th. Shell also dropped to 63rd despite a growth of 10%. BT narrowly makes it in at 94th, following a 15% decline.
Walshe says that HSBC and Shell have done well compared to other UK brands because they are innovating with how they connect with customers. For example, Shell now has more retail outlets than Starbucks and Subway, after realising they cannot pin their future on fuel.
Our round-up of Rajar Q1 2018
Our round-up of Rajar Q1 2018
The first Rajar results of 2018 have been released, and it is a mixed news for stations across North & South Wales experiencing ups and downs.
The crucial take-away from this quarter’s figures is that commercial radio has recorded its highest ever reach; 90% of the UK population now tune in to radio every week.
Smooth Radio South Wales suffered the biggest drop in listeners with a decline of -20.34%. Capital North West and Wales wasn’t far behind with a decline of -17.09%.
Although Heart South Wales suffered a drop in reach, down –4.09% from 416,000 to 399,000 listeners, it still maintains the top spot for listeners across Wales.
Stations to see an increase in listener numbers included 102.5 Radio Pembrokeshire whose reach increased 10%, from 38,000 to 42,000 and 106.3 Bridge FM who saw an increase of 12% from 33,000 to 37,000.
Across the board, generally average listening hours per person saw little change. This was an exception for Smooth Radio South Wales who saw a staggering decrease in their average listening hours by over half, falling from 10.1 hours per listener to just 4.2 hours.
Great news for commercial radio which saw the Heart network overtake the BBC in terms of weekly reach for the first time ever, the first commercial station to overtake the BBC. The expansion of DAB coverage has allowed digital-only stations such as BBC 6 and Kisstory to achieve record-breaking audiences in the first quarter of 2018.
The crucial take-away from this quarter’s figures is that commercial radio has recorded its highest ever reach; 90% of the UK population tune in to radio every week. The figures also show the innovation of radio into a digital platform; 63% of the UK population listen to digital radio every week via DAB, DTV, online or through an app. The digital share of the radio market is up 8% on last year.
If you want to include radio into your media mix or aren’t sure if you are using the right station(s) to deliver your campaign objectives then get in touch with us at The Media Angel. We’re here to offer impartial media guidance to ensure the best ROI on your marketing campaigns.
If you need expert advice on ensuring you’re using the right radio station(s) or want to start including radio in your marketing mix then get in touch
Ring: 02921 320200.
Rajar Q4 2017. Who are the winners and losers?
The last quarter of 2017 Rajar results are out, illustrating a North V South success story in Wales.
North Wales has had a great performance with Heart North Wales up in reach and listening hours, Smooth North West and Wales has seen it’s reach increase by 13%.
Heart South Wales is down in reach and listening hours, although still holds the top spot with a 416,000 reach compared to Capital the next with a reach of 171,000.
Unfortunately Smooth South Wales didn’t have a good book, losing 38% of it’s audience and 33% of it’s hours!
Dragon Radio Wales has had it’s sixth successful Rajar results with a steady increase in reach up 50% this quarter and 80% up from the last quarter of 2016, with 27,000 listeners.
The independent station forerunner this quarter is Swansea Sound. On average its listeners now tune in for 10.7 hours per week, which has helped grow its hours by a whopping 50%.
Nationally, the Capital network is the second highest reaching network popular with a young and engaged audience. Overall, heart has had a good quarter in total listening hours, with Heart South West increasing it’s weekly audience figure to 391,000, up 6%
Digital radio share of listening is up by 1.1% to 49.9%. Commercially, digital share has risen to 51.6% compared to BBC’s 48.3%. This could be down to on-line and app listening as 26% of adults listen to radio via a mobile phone or tablet at least once a month.
In summary, Commercial radio continues to fulfil advertisers requirements for consistent performance and ROI. 90% of the population listen to radio, getting up close and personal for an average of 21.3 hours per week. With a broad diversity of listeners, radio still maintains it’s ability to deliver to wide audiences with a strong trust in the media.
If you want to include radio into your media mix or aren’t sure if you are using the right station(s) to deliver your campaign objectives then get in touch with us at The Media Angel. We’re here to offer impartial media guidance to ensure the best ROI on your marketing campaigns. standout@themediaangel tel 02921 320200. #LoveMarketing.
Integrating TV Advertising with DOOH
When TV advertising and DOOH advertising are combined, the impact on the viewer is significantly increased rather than with one medium alone.
TV advertising creates prestige for a brand whilst developing an element of trust with the viewer. 77% of adults claim that TV adverts are most likely to trigger an emotional response leaving a memorable impression on the viewers mind.
DOOH is more likely to engage people who are active, such as commuters, shoppers, and socialisers. Their engagement with the ad in this active state will thus make it more likely that the brand becomes inescapable; it’s marketing message engrained.
From a planning point of view the integration of DOOH and TV is flexible in deadline cut off allowing changes to marketing messages and reaction to the current market place. DOOH advertising is fast and responsive, with campaign amendments often made hourly. This affords brands the agility to optimise their advertising activity, boost campaign efficiency, and obtain last-minute deals.
What’s more, campaign efficiency can be increased by integrating the targeting capabilities of TV and DOOH advertising. TV ads allow for demographic targeting, as they can be placed on niche interest channels or programming watched by a brand’s target audience.
DOOH ads can be targeted in terms of location (for example, advertising outside a retail outlet to attract more customers) and time (for example, advertising by lunchtime to target commuters). Indeed, DOOH ads will serve as a perfect supplement to TV ads because they are not as easily avoided as TV ads, and will reach a wider audience.
Finally, integration heightens online response. Indeed, 74% of UK adults claim to have picked up an internet connected device during TV ad breaks This consequently leads to upsurges in brand searches and greater social media engagement. The use of DOOH will further drive this online response. According to a research project, OutPerform, by Outsmart, OOH activity drives +17% uplift in smartphone brand actions. The integration of TV and DOOH should thus generate a wider online response.
In summary, it is clear that the distinct benefits of TV ads and DOOH ads will be significantly increased when they are working together. This will create a more effective advertising strategy for the advertiser, thereby ensuring that its audience is more acutely captivated.
If you need help ensuring your marketing budget is invested on the right media platforms so you STAND OUT and get results, contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320200. #LoveMarketing