Tag: news
Say “Hello” to our newest angel!
This week we welcome Jodie, our newest team member in the role of Agency Support Executive.
Jodie is originally from Pembrokeshire, and now has completed a degree in Graphic Communication at Cardiff Metropolitan University. She is a driven individual with a passion for social media and design, eager to begin her marketing career and develop her skills further.
With experience in managing social media campaigns, Jodie is excited to see what she can bring to the Media Angel’s social media platforms and website in the future.
Don’t miss out on her first few weeks and follow us on Facebook, Twitter and Instagram!
Global ad growth driven by digital formats
According to the latest adspend forecasts from Zenith, a host of digital formats including social media, in-feed ads, paid content, online video and native advertising are helping to fuel the growth in global advertising.
Between 2016 and 2019 Zenith said the ‘innovative’ digital ad formats will drive 14% annual growth in total display advertising, a category that still also includes traditional banner ads.
Total display expenditure will rise from US$84bn to US$126bn over this period, accounting for 64% of all the growth in global ad expenditure. By 2019 total display will account for 50.4% of internet advertising expenditure, exceeding 50% for the first time.
For the UK, Zenith forecasts total display to grow by 5% a year to 2019, when it will account for 37% of internet advertising expenditure.
Zenith said most of the growth is coming from social media (which will grow at 20% a year) and online video (which will grow at 21% a year).
“Internet display is coming into its own as a brand-building media, powered by social media and online video,” said Jonathan Barnard, head of forecasting and director of global intelligence at Zenith.
“But the distinctions between online video and traditional television are being eroded, and the two work together much better than they do separately.”
Zenith forecasts that global advertising expenditure will grow 4% to US$558bn by the end of 2017. This is down fractionally from the forecast of 4.2% that it made in June.
The UK was the stand-out growth market in Western Europe from 2011 to 2016, growing at an average of 7.3% a year. However, a slowing economy, gathering inflation, and political uncertainty over the mid-year elections and Brexit negotiations have all contributed to a sharp slowdown in UK adspend this year.
Zenith now forecasts just 0.7% growth in UK adspend in 2017, down from the 0.9% growth it forecast in June.
Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email info@themediaangel.co.uk for award-winning media planning and buying advice.
Which TV Ads the public chose as their favourite in 2016?
Which TV Ads did the public choose as their most favourite of 2016?
Answered by Adwatch, who has charted the year’s 20 best-recalled TV brands, the ten most memorable individual ads and the ten best-liked commercials.
- The favourite advert of 2016 is McVitie’s “Kittens”.
- The highest recalled advert of 2016 is “Epic squads” for Moneysupermarket.com.
https://youtu.be/mHbvyZDFPwg
- The best overall recalled advertising for an entire year is for DFS.
DFS’s high recollection is attributed in part to it’s Team GB sponsorship, and it’s focus on the DFS history, quality, British craftsmanship, 15-year guarantees and handmade-to-order sofas.
So it appears that animals, brand mascots and celebrities work best for recollection and popularity.
Best Recalled Brands
| Rank | Last year | Brand | Points* | Mentions* | TV adspend £m** | Total adspend £m** | |
| 1 | 3 | DFS | 151 | 27 | 42.56 | 66.33 | |
| 2 | 2 | Aldi | 112 | 20 | 41.97 | 68.88 | |
| 3 | 1 | Sky TV | 104 | 16 | 90.40 | 188.67 | |
| 4 | 6 | Argos | 84 | 17 | 32.05 | 38.96 | |
| 5 | 11 | Oak Furniture Land | 81 | 10 | 22.34 | 22.70 | |
| 6 | 13= | Tesco | 76 | 8 | 32.47 | 61.05 | |
| 7 | 4 | McDonald’s | 70 | 13 | 47.52 | 77.36 | |
| 8 | 5 | Comparethemarket.com | 66 | 7 | 26.23 | 30.79 | |
| 9 | 18 | Lidl | 61 | 12 | 41.03 | 72.17 | |
| 10 | – | Amazon | 57 | 8 | 42.72 | 64.07 | |
| 11 | – | Philadelphia | 47 | 6 | 5.81 | 6.89 | |
| 12 | 20= | Walkers | 46 | 5 | 20.56 | 20.85 | |
| 13 | – | Gocompare.com | 45 | 5 | 17.81 | 21.05 | |
| 14= | 13= | BT | 37 | 8 | 57.71 | 132.02 | |
| 14= | 10 | Morrisons | 37 | 10 | 26.00 | 51.68 | |
| 16 | – | Cadbury | 34 | 4 | 15.42 | 24.12 | |
| 17= | 8= | Asda | 32 | 7 | 33.58 | 67.18 | |
| 17= | – | B&Q | 32 | 4 | 15.04 | 24.30 | |
| 17= | – | Müller | 32 | 4 | 21.76 | 24.76 | |
| 20= | 8= | Iceland | 30 | 6 | 17.37 | 26.01 | |
| 20= | – | KFC | 30 | 4 | 18.68 | 34.42 |
Best Liked Ads
| Brand | Likeability % | Launch date | ||
| 1 | McVitie’s Chocolate Digestives – A group of students are entranced by kittens who appear from the packet of Chocolate Digestives (‘Kittens’ – 30-second ad) | 46 | February 2016 | |
| 2 | Specsavers – Basil Fawlty recreates his famous attack on his ‘fawlty’ car – mistaking a police car for his own (‘Car’ – 60) | 43 | January 2016 | |
| 3 | Samsung – Jack Whitehall interviews – Jack Whitehall interviews – and insults – Olympian rowers Helen Glover and Sir Steve Redgrave (‘School of Rio’ – 90) | 41 | August 2016 | |
| 4 | Cadbury Dairy Milk – Footage of a bear scratching his back on a tree conveys the joy of eating Cadbury chocolate (‘Tastes like this feels’ – 30) | 38 | April 2016 | |
| 5 | BT Infinity – Ryan Reynolds rushes around, commenting on the speed of BT broadband (‘Faster’ – 30) | 37 | April 2016 | |
| 6= | Moneysupermarket.com – City twerker Colin and Builder Dave compete in an epic dance-off (‘#Epicdanceoff’ – 30) | 36 | April 2016 | |
| 6= | Thomson – City twerker Colin and Builder Dave compete in an epic dance-off (‘#Epicdanceoff’ – 30) | 36 | January 2016 | |
| 8 | Center Parcs – A family of bears leave urban life and travel to Center Parcs for a holiday in an idyllic setting (‘Bears’ – 60) | 35 | December 2015 | |
| 9= | Halifax – Top Cat and his sidekick Benny ask Halifax for a loan to buy a new home (‘Top Cat’ – 60) | 34 | April 2016 | |
| 9= | National Trust – Various people act as volunteers to preserve the world’s natural beauty (‘Behind the scenes’ – 30) | 34 | September 2016 |
Best memorable Individual ads
| Brand | Score (% recall) | Launch date | ||
| 1 | Moneysupermarket.com – Squads of strutters and builders launch an epic dance-off (‘Epic squads’ – 60-second ad) | 64 | September 2016 | |
| 2= | Comparethemarket.com – Aleksandr interrupts Nicole Kidman’s date with Sergei and forces him to choose between them (‘Nicole Kidman’ – 40) | 63 | December 2015 | |
| 2= | Halifax – Top Cat and Benny get a loan to purchase a new property (‘Top Cat’ – 60) | 63 | April 2016 | |
| 4= | Amazon Fire – Jeremy Clarkson donates the features of the Amazon Fire TV Stick to continental Europe via drones (‘The delivery’ – 30) | 61 | September 2016 | |
| 4= | Tesco – Ruth Jones and Ben Miller try to keep their seasonal party secret from their wannabe DJ son (‘Party’ – 40) | 61 | November 2015 | |
| 6 | Aldi – John Lewis Christmas spoof uses an old man on the moon to compare prices of telescopes (‘Telescope’ – 20) | 57 | November 2015 | |
| 7 | Zoopla – A couple viewing a property act in an overly dramatic way to promote Zoopla (‘House whisperer’ – 10) | 56 | January 2016 | |
| 8= | Confused.com – Confused.com offers customers the free gift of a robot toy, available in various characters (‘The Herberts’ – 10) | 55 | January 2016 | |
| 8= | Gocompare.com – A taxi driver outlines the ideal mortgage-comparison website, as passenger Gio sings his usual aria (‘Cabbie’ – 60) | 55 | February 2016 | |
| 8= | Walkers – Gary Lineker wins a holiday through a promotional pack of Walkers Crinkles (‘#SpellandGo’ – 30) | 55 | April 2016 |
Would you like to make a TV advert that people will remember? Contact our award-winning team on 02921 320 300 or via email: standout@themediaangel.co.uk to find out how your brand can be seen on a local, regional, national basis.
UK Adspend looking positive despite Brexit gloom
Adspend in the UK is forecast to grow for the eighth successive year in 2017, with predicted growth up from 5.8% to 7.2%, according to the latest figures from the WPP media agency group.
Upgraded growth forecasted for Group M this year – up from 6.3% to 7.2% for 2016.
Traditional media advertising spend is predicted to fall from -1.1% to -2.6% for 2016 and from +0.5% to -1.4% in 2017
TV ad spend is expected to be down 0.1% this year and up 1.0% in 2017.
A growth in cinema advertising is expected by 1% in 2016 and by 3.4% in 2017 following a huge increase of 21.5% in 2015.
Pure-play digital ad market share has risen to 52% this year and is predicted to grow up to 55% next year.
A 15% rise in digital display demand is likely for next year, with paid search accelerating and remaining the largest driver of growth.
Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email info@themediaangel.co.uk for award-winning media planning and buying advice.
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.
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 info@themediaangel.co.uk for award winning media planning and buying advice.
Something new from SKY TV- SKY Regional
Sky has developed new technology to allow advertisers to run regionally targeted TV campaigns. Previously this capability has been used to target niche audiences.
They are trialling a solely regional functionality from September to December 2016.
Key Info
• Sky Media SOV in the ITV1 regions ranges from 35-40%*
• Sky Media has a younger and higher ABC1 audience than ITV1
• Target all UK regions excluding London, Central, Meridian, Anglia
• Can expand the coverage & effectiveness of regional campaigns
• Data analytics option for advertisers prepared to share results
The Process
• Identify your ITV1 region(s)
• Send your advert to the Sky+ HD boxes in your chosen region(s)**
• Ads served in any linear or time-shifted break across 86 channels***
• Viewers need to see at least 75% of an advert for it to count as an impression
• Only pay for the number of impressions delivered
• Impression reports supplied through the campaign period
So if you advertise on TV and put 25% of your total spend on Sky regional (Sky’s SOV) then the coverage should increase by over 12% from 42% to 47.3%
This is a great new, cost-effective way of reaching a large audience in your target area at a more affordable price than SkyAdSmart.
If you are interested in advertising your brand on TV, call one of our team today on 02921 320 200.
Increase your audience with OOH Technology
As out of home technologies go digital, advertising can now be extremely dynamic, creative interactive and engaging
Increasingly internet users are accessing the web through mobiles. Outdoor digital advertising allows advertisers to integrate mobile with large displays. New technologies are bringing a whole new way to target and engage with your audience. Gaze recognition, gender recognition, and even emotion recognition are enabling advertisers to target messages precisely at their passing audience. As campaigns such as “Look at Me” for Women’s Aid prove. The ad used gaze- tracking technology to monitor how many people were looking at the display at any one time – changing the creative as more people paid attention to it.
There are opportunities to engage with mobile users through the use of apps created especially for a particular campaign; for example NHS Blood and Transplant’s “virtual blood donation” campaign, required passers-by to make a “blood donation” using an augmented reality app, while on a connected out-of-home display, a sick patient is shown gradually returning to health as the virtual donation takes effect.
Advertisers have increasingly been able to break down audiences into precise segments, across all media enabling them to target their messages in ever-more specific ways. Using the latest technology innovations, advertisers can target individuals in real time using digital out-of-home solutions – making media work harder than ever before.
For example, Renault used vehicle recognition to target motorists. With only seconds to catch their attention, they delivered a targeted message based on audience demographics and vehicle spec. Cameras identified the make, model and colour of vehicles from their number plates, and served messages to specific drivers as they waited at traffic lights. This way the message is speaking directly in real time to the audience and highly likely to get more attention.
If you need help to STAND OUT with your marketing then get in touch with our experienced team who can help craft innovative solutions based on your brief. Call 02921 320200 or email Standout@themediaangel.co.uk
Only 9% of digital ads are viewed for more than a second!
Research has shown that the vast majority of digital advertising is not being viewed, with many advertisers not applying the effectiveness techniques used in press.
Since January 2016, research firm Lumen has used laptop-mounted eye-tracking cameras on 300 consumers’ laptops to collect visual data on what they notice when they are online. They recorded 30,000 minutes of data, with evidence relating to around 15,000 digital ads.
It found that only 35% of digital display ads received any views at all. And, of those, only 9% of ads received more than a second’s worth of attention.
As a channel, it says print still provides much more provable effectiveness than digital advertising.
It further showed…
- Full page press ad had dwell time of 2.8 seconds being read by 88% of readers.
- Billboard on a website dwell time 1.5 seconds read by 38% users.
- 40% of press ads had dwell time of 1 second
- 9% of online ads had dwell time of 1 second.
- 25% of print adverts are viewed for 2 seconds +
- 4% of digital ads are viewed for 2 seconds +
This all suggests that that £7.2 bn worth of digital adverts will not be seen in the UK .
The implication is to create simple online adverts taking the elements of press adverts with smaller formats. Digital adverts tend to be viewed for about a 10th of the time that they are viewable…therefore an advert more than 10 secs long can be wasted.
If you need help ensuring your marketing budget is invested into the right media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise.
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 info@themediaangel.co.uk
Change is good for Instagram
When brands release new icons and logos, previously loyal customers often groan with frustration.
Last month that is exactly what happened when Instagram changed its app icon. The flatter, the more abstract design was described by Adweek as possibly “one of the biggest designs fails of the year.” It’s safe to say that it was not loved at first sight for the new design.
But it turns out that the majority of us are wrong, according to new analysis from Dragonfly, a design –
analysis app by black Swan and researchers from Queen Mary University of London.
One of the biggest designs fails of the year is actually 10% more engaging to the human eye than its
predecessor, according to the Dragonfly app.
The new logo is actually 10% more engaging to the human eye than it’s predecessor, according to the app.
Dragonfly uses a computational model to process the visual characteristics of what someone is looking at
(orientation, contrast, texture, luminance) to assign a stimulus attention score to every pixel, demonstrating its attractiveness. The resulting graphics are Heat maps that display what grabs human attention in the first three seconds of interaction.
In conclusion, change isn’t always better, but in this case, it has been proven it is.
If you need help with your marketing then contact The Media Angel on 02921 320 200 or email info@themediaangel.co.uk for award winning media planning and buying advice.
Facebook is heating up the competition against Google
Facebook is stepping up the competition as it expands its ad network to video and desktop.
The focus will be on personal rather than cookie; brands will be convinced by the help of data to spend with its ad network over rivals. Facebook is heating up the competition against Google with significant developments to its ad network this will need to become more lucid and show more insights to brands to really compete with its rivals.
Facebook is developing its ad network to desktop, taking a bigger share of the lucrative display ad market through the start of selling video ads and offering brands goals, rather than just direct response.
The Facebook developments mean brands are able to buy video ads on the network that drive brand outcomes. At first, marketers will be able to measure video views but the plan is to open up more brand measurements. In-stream and in-article video ads will be available in the development for the first time as well as on desktop sites.
Google still runs the biggest ad network online, with revenues from its ‘network members’ websites’ generating $4.14bn in the fourth quarter of 2015.
However, Facebook has one big advantage over Google and other ad networks – personal information.
This is a big deal for brands worldwide and we will keep you updated on the further developments of Facebook’s ad network.
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.