Tag: news
Advancements with the innovative Sky AdSmart
Blog Updated: May 11th 2020
Last month, we went along to Cardiff Bay for a conference on the new innovative features provided by Sky AdSmart.
We were excited to learn about the further enhanced opportunities and possibilities for our clients created by these new features.
How can you target an audience?
Sky Adsmart now has over 900 individual target segments you can choose from. Campaigns featuring Sky Adsmart can target households by:
- Location; postcode, local government, BARB area.
- Socio-demographics; ABC1, Experian Mosaics
- Financial characteristics
- Purchase behaviour
- Technology usage
- Lifestyle
With the new features of Sky AdSmart the possibilities are endless, particularly with their MasterCard Advertising Insights, Dunnhumby partnering and TECI Targeting. So what will these new features mean for our clients and fellow advertisers?
MasterCard and Tesco insights
MasterCard Advertising Insights that are now available when purchasing Sky AdSmart enables you to deliver addressable TV based on location & aggregate purchase data. This is done via insight drawn from actual transactions. The feature also analyses timely relevant data based on current spending patterns. Targeting segments are informed by activity from more than 24 million payment cards and around 1.5B UK transactions.
The MasterCard Attributes are broken down into six primary segments which all can be broken down further into sub-segments, from flights and travel to sports and entertainment.
Sky’s partnering with Dunnhumby enables Sky AdSmart campaigns to run on Tesco ClubCard segments also –
- 18m Tesco ClubCard Households
- 7m Sky AdSmart Households
- 5m Matched Dataset
- Reach and Evaluate Households based on their previous and future purchase behaviour
Finally, Sky has also developed the future of segmenting Sky households into groups based on their adoption of new technology. This is called TECI Targeting (Technology Engagement, Customer Index)
- TECI is based on actual purchase and usage behaviour, which is only available to Sky UK.
- Allows advertisers to target groups most likely to adopt a new technology, product, or service.
Sky AdSmart and the new features are a fantastic platform to heighten the targeting of a specific audience with minimal wastage.
Want to know more, or ready to start planning your Sky Adsmart campaign? Get in touch today on info@themediaangel.co.uk
Introducing our new Agency Support Executive
The Media Angel is excited to announce the arrival of our new Agency Support Executive, Daniel Morris.
Daniel has worked in media for nearly 2 years. As a multimedia account handler at Media Wales, Daniel was responsible for planning and creating, motioning and evaluating campaigns across various platforms. Daniel has experience in working with many sectors across Wales on their advertising and marketing campaigns. His great understanding of the media industry combined with his passion and drive will support The Media Angel team and clients.
Daniel is a very passionate individual with a hunger to stamp his mark on the media industry. He is very excited to start his new chapter with an award-winning agency, with an impressive client base.
Daniel will be responsible for the upkeep of The Media Angels social media accounts, website, PR, blogs and supporting the agency activity on a daily basis.
Alison Debono, Managing Director at The Media Angel is thrilled to welcome Daniel on board and believes The Media Angel will go from strength to strength in continuing to be one of the leading media planning and buying agencies in South Wales.
“I am confident that Daniel will be an asset to the team. I know Daniel will support the team and our clients to the highest standards that we pride ourselves on at The Media Angel.”
The Media Angel award winning team pride themselves on making clients marketing campaigns dreams a successful reality able to save time and capital, maximising their return of investment in all areas of media including TV, radio, print, outdoor, cinema, online and digital.
If you need any help with your media planning and buying then contact the friendly team at The Media Angel on 02921 320200 or email info@themediaangel.co.uk
UK adspend has grown to £20.1 billion
A recent report by the Advertising Association/Warc Expenditure has shown a rise in UK adspend by 7.5% to £20.1 billion. This is the highest rate since 2010.
Cinema adspend saw the greatest rise of 20.8 per cent to reach a record £283 million in 2015. The release of Star Wars: The Force Awakens and Spectre has strengthened this. It is expected to grow further in 2016.
The second highest was internet adspend which rose 17.3 per cent to £8.6 billion. Mobile made up 78 per cent of the growth as it increased 61.1 per cent to £2.6 billion. Rapid growth is expected to continue in this sector.
TV adspend rose by 7.3 per cent to reach a record £5.3 billion. This was made up of a growth in spot spend of 6.7 per cent to £4.8 billion, and a 20.7 per cent increase in video-on-demand to £175 million. Total TV spend is forecast to rise a further 5.1 per cent in 2016.
Radio adspend grew 2.9 per cent to £592 million, and out of home spend rose 3.9 per cent to a record high of £1.1 billion.
Despite the fantastic growth in adspend for these platforms, print adspend for national newsbrands dropped 11 per cent to £1.2 billion. However, digital adspend increased by 2.5 per cent to £220 million. Direct mail spend grew 1.4 per cent to £1.9 billion data from the Royal Mail has shown.
The ad market is expected to grow again this year with AA/Warc forecasting 5.5 per cent growth for 2016 and for 2017.
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.
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.
Go Air Trampoline Park has landed in Manchester!
We’ve been extremely busy over the last couple of months, helping Go Air launch Manchester’s biggest trampoline super park.
We started working with Go Air early in 2015 with the launch of the first site in Cardiff in October 2016. Manchester is Cardiff’s black-and-yellow sister venue, and we’ve been working hard to implement a high impact launch campaign to a wide audience in this location. With 200 wall to wall trampolines, battle beams, giant air bag and bounce basketball Go Air in Manchester has something for everyone. The park even hosts fitness classes and is available for public birthday parties.
Go Air were keen to target all adults including families with children and teenage groups to raise awareness of the park’s opening over the Easter break. The team required our expertise on effectively reaching their audience in the right places at exactly the right time, through the most cost effective means.
We put together a targeted campaign that included airtime on popular Manchester radio stations Capital North West and Key 103, along with a Drive Time promotion on Capital to build anticipation and excitement around Manchester’s largest trampoline park. Click here to see Capital North West hosts Rob and Wingman at Go Air Manchester.
In order to be precise in reaching families with children we included adverts and a competition in the Manchester edition of the Primary Times which is distributed to Primary schools and families specifically. To ensure we were remaining targeted and producing minimal wastage we took advantage of the precise geo-targeting technologies provided by ITV Player. We ran a campaign delivering impressions to all adults with children in Manchester, seeing fantastic engagement within the first week. TV and video are without doubt the most effective ways to build brand fame and brand awareness, so to make sure the launch campaign was particularly high impact yet still targeted and cost effective, we complemented the ITV Player campaign with Sky Adsmart. The advert was to be delivered to parents with children between the ages of 5 and 17 across a month on Sky channels.
Building campaign frequency and reach across the city was also important for achieving maximum impact. We took advantage of cost-effective tram interiors as part of this integrated campaign. The high dwell time on tram journeys means interiors are perfect for engaging multiple audiences when they’re on the move. Audiences ‘on the move’ are said to be more receptive to advertising messages with 43% being more alert when out of home. Tram routes travel around Manchester, spreading awareness of Go Air’s trampoline super park further for higher frequency and reach.
If you think your campaign could benefit from our team’s award winning media planning and buying expertise, please get in touch with us. We’d love to offer our advice and assistance for getting the best returns on your investment, and we can tackle a variety of different briefs. Drop us an email at info@themediaangel.co.uk or call 02921 320 200.
The Media Angel appoints new Business Development Manager and Media Planner
Award winning media planning and buying agency The Media Angel strengthens its resources
The Media Angel is delighted to announce today that Lucinda Horton-Willis and Sandy Camilleri have joined the team, filling the roles of Business Development Manager and Media Planner to help further develop the business and strengthen the agency’s offering.
Lucinda and Sandy join the team with a wealth of experience in media and marketing. These two new angels will be instrumental in acquiring new client accounts and planning award winning campaigns for businesses – helping each business over deliver on their objectives.
Lucinda Horton Willis has worked in media for nearly 20 years. As Business Development Manager at Media Wales, Lucinda was responsible for media planning and implementing advertising and marketing campaigns across the print and online portfolio for key clients. Some of these clients included both national and local media agencies, The Welsh Government and St David’s Shopping Centre among others. Her experience and knowledge lends itself to a consultative approach helping clients achieve their objectives. Lucinda joins The Media Angel as Business Development Manager.
Sandy Camilleri has worked locally as Area Marketing Manager for BMW and MINI in South Wales for the last 13 years. In her role with BMW and MINI, Sandy covered all aspects of marketing and advertising including outdoor, press, online, radio, sponsorships and events. Sandy was also responsible for organising new vehicle launches, dealership and offsite events both large and small. Sandy will be bringing her specialised expertise on marketing, media planning and buying to The Media Angel to further strengthen the service the agency provides.
Alison Debono, Managing Director at The Media Angel described the acquisition of Lucinda and Sandy as a sign of the company’s commitment to being one of the leading media planning and buying agencies in South Wales.
“Our growth and increasing demand led us to look for new additions to our team who fit our ethos of innovative expertise and exceptional standards of client customer service. We were very lucky to have finally found two recruits of Lucinda and Sandy’s calibre to fulfil these roles, and I’m confident they will both play key roles in providing and implementing high quality media planning and buying solutions for our clients”.
The Media Angel team are consultative experts in all areas of media including TV, radio, print, outdoor, cinema, online and digital. The Media Angel’s award winning team strive to stay at the forefront of latest innovations in advertising able to save their clients time and capital; maximising their return on investment.
TV ad spend continues to rise in 2016
TV continues to be brilliant at creating success for brands both overnight and over the long term, receiving increasing amounts of investment year on year.
Traditional advertising mediums are showing an incredible resilience in terms of ad spend this quarter. Despite expectations that digital and mobile will rise to account for most brand ad spend, TV advertising is proving its unique qualities as a platform for advertisers.
According to figures collected by the Advertising Association and WARC total TV ad spend for the UK was up by 10.8% in the last quarter of 2015 and predicted to rise by a further 6.2% in 2016. Sporting events forthcoming in the year ahead are expected to have a positive impact on spot revenues. Video-on-demand saw a fantastic 15.1% increase in spend year-on-year as many advertisers came to realise the considerable advantages this platform provides.
Although TV advertising is showing its resilience, digital is continuing to grow in importance; the role of the internet in the contribution to overall ad spend has been significant as was mobile’s share of this internet expenditure (29%).
If you need advice on which platforms you should invest your advertising budget into then give our team a call on 02921 320 200 or e mail us at hello@themediaangel.co.uk . We will help you reach your brands objectives by consulting on the right mediums to combine to deliver results.
Reactive Marketing Works
Aldi’s Christmas parody of the John Lewis ‘Man on the moon’ campaign could be considered a huge success for the discount supermarket chain.
Over the 12 week Christmas period until January 3rd, Aldi recorded an increase in sales of 13.3% compared with chains Sainsbury’s and Waitrose, who saw small increases of only 0.8% and 1.5% respectively.
Brands such as Tesco even saw sales fall by 2.7% following an also fairly dramatic descend in storytelling ranking early last Winter. Their new campaign attempted to breathe life into the ‘Every little helps’ strapline, but instead produced ambiguity about its meaning.
Alongside fabulously competitive prices, Aldi executed a humorous and reactive TV campaign that successfully captured the minds of British consumers over Christmas. Involving themselves in the conversation and buzz around ‘Man on the moon’ Aldi managed to reap the rewards for their bravery and innovation.
Following Aldi’s lead, thinking in real-time to cut through, engage and react with consumer mood is a trend predicted to increase in 2016. Across all traditional and digital media platforms brands are expected to invest spend in campaigns triggered by different events. Much like Aldi, brands are said to be planning a focus on a range of offline triggers including popular TV shows (52%) sports events (48%) financial events (40%) TV advertising (38%) and even changes in the weather (33%).
Growth in sales as demonstrated by Aldi proves that clever content distributed on the right platforms has the ability to capture and engage millions of additional consumers. Get in touch with The Media Angel to discuss the best channels for your marketing campaign to help you over deliver on your campaign objectives.
Thank you Swansea Council for choosing us as your agency!
What a fantastic summer it has been for The Media Angel this year! Our team has been exceptionally busy nurturing existing client campaigns and growing new client friendships across the summer months; and as we end one season into another we have a hugely exciting project to report on.
We are delighted to announce that following an exacting procurement process, The Media Angel have been awarded the contract to be the supporting media agency for Swansea Council’s Tourism Team during this year’s campaign named ‘Swansea Bay Moments’. This is an outdoor campaign that will extend into some of the UK’s largest cities, including Liverpool, Manchester, Birmingham and London.
After going through the procurement process for the project, our team received the amazing news that we had been successful. Alison Debono, Managing Director at The Media Angel was delighted with the news that her team had submitted the successful bid;
“I am so very proud of my team! We have all worked extremely hard on this project, making sure we could deliver a great and successful campaign for excellent value. We really couldn’t be more thrilled with this win. The team at Swansea Council have produced some award winning campaigns, and we are all very excited to be working with them”.
The campaign is due to start at the beginning of October this year; and aims to invite visitors from across the UK to come and visit Swansea Bay. Visitors will be encouraged to make and share ‘moments’ from their Swansea Bay adventure.
Steve Hopkins, Tourism Team Manager said “We’re particularly looking forward to beginning this Autumn’s campaign as we’re trialling digital video ads for the first time and can’t wait to see them in action!”.
We are very eager to help the council promote the message about Swansea Bay; we can’t wait to get started in showing people across the UK how truly beautiful, unique and diverse Swansea Bay really is.
Tanya Hunter joins The Media Angel
One of The Vale of Glamorgan’s finest boutique marketing agencies, The Media Angel, has recently recruited a new member to the team, adding a new set of skills to the agencies offering.
Tanya Hunter joined at the start of September, having previously worked at business networking site, LinkedIn.
Tanya, The Media Angel’s new recruit said:
“I’m excited to be joining the agency at such an exciting time. It’s going to be great seeing things from an agency perspective as my background has always been in media sales. In previous roles I would regularly work and liaise with a variety of agencies just like The Media Angel, and clients looking to advertise.
“I started in media 15 years ago at Haymarket Publishing, working on titles such as What Car & Autocar. I’m really looking forward to being able to pass on some of my media knowledge; particularly my social media experience to The Media Angel’s fantastic range of clients.”
Alison Debono, Director of The Media Angel said:
“We are delighted to welcome Tanya to our team, where her media background and social media skills will further enhance what we have offer to both existing & new clients”.
Would you like a share of our media expertise? Get in touch to see how we can help with your marketing campaigns. #LoveMarketing
South Wales Fire & Rescue Service appoint The Media Angel for Summer Campaign
South Wales Fire and Rescue Service (SWFRS) and the RNLI have chosen our team at The Media Angel to help them launch their ‘Get a taxi, not our boat’ campaign starting this week!
The aim of this campaign is to raise awareness about the high number of accidental drowning incidents that occur throughout South Wales; particularly after victims have consumed heavy amounts of alcohol. The campaign will aim to encourage people to make their way home more safely after a night out and avoid risky areas where both fatal and non-fatal drowning incidents can occur.
The South Wales Fire and Rescue Service and the RNLI had been searching for an agency to help bring the important message about drowning prevention and water safety to the people of South Wales in a fun and engaging way while also proving to be best value after biding through the Fire and Rescue Service Procurement process.
Managing Director of The Media Angel, Alison Debono has expressed her delight at the news;
“We were thrilled to hear the news that the South Wales Fire and Rescue Service and the RNLI had decided upon us as their chosen marketing agency! I am immensely proud of my team for winning this fantastic and hugely important pitch for the Fire and Rescue Service in conjunction with the RNLI.”
“We couldn’t be happier about helping these two amazing services drive home their vital message about avoiding risky behaviour around water and respecting the dangers. We are excited about getting this campaign underway, and are really delighted to be working with such a fantastic team of people”.
The Media and Communications team at SWFRS and the RNLI also expressed their enthusiasm about working with us, stating “We are excited about the prospect of working with the team at The Media Angel on our upcoming water awareness campaign. The team gave an excellent pitch proposal that was great value too. When we met them they were great; really enthusiastic and flexible to work with. We feel that this partnership will result in a superb campaign. Exciting times lie ahead!”
This fully integrated campaign begins Monday 13th July incorporating a mix of transport, outdoor, radio and online advertising to help get the message in front of youngsters during the summer. As part of the campaign the South Wales Fire and Rescue Service will also be offering individuals the chance to win a Kindle Fire HDX!
From the 13th July residents of Cardiff and the surrounding areas will be able to spot South Wales Fire and Rescue branded taxis across the city; make sure you take a picture of the taxi and tweet #getataxi to enter the competition!
Marketing Spend is on the up according to IPA Bellwether report
According to the latest IPA Bellwether report, marketing spend has grown at a phenomenal rate in the first quarter of 2015.
Budgets were up 11.8% in the early months of 2015, with the largest sector of growth being online and SEO. The internet, search and SEO are marking their 23rd successive quarter of growth in 2015.
This is the most upbeat assessment of the market signalled by the Bellwether report for the past 8 years! The report suggests that companies are continuing to invest their marketing spend in high level media formats such as TV, cinema and press whilst also looking to further increase their footprint in cost-efficient online marketing solutions.
There appears to be a growing optimism about marketing industry prospects with budgets now rooted in an ever strengthening macroeconomic climate. Paul Bainsfair, IPA Director General gave an encouraging comment about the report; “With over 10 successive quarters of growth in marketing budgets and the best budget year for marketing spend in a decade, this latest Bellwether provides welcome evidence of the extent to which clients recognise and value the significant contribution marketing communications makes to their business success. This stands us in good stead for what is set to be an unsettled few months politically.”
At The Media Angel we provide impartial, innovative and creative marketing advice to businesses across all sectors. Give us a call on 02921 320 200, or drop us an email for expert guidance on the best media formats for investing your marketing budgets this year.