The battle between YouTube vs. TV

According to a report by Pixability, YouTube viewing is growing at the fastest rate ever, with watch time up 60% year on year globally.

There has been much debate over recent years over the battle between YouTube and television and what it means exactly for businesses. Some have branded ‘TV dead’ while others have said it still remains ‘the most effective and powerful medium of all time’ and continue to use it.

Global figures found in the YouTube report reveal:

• Channel subscriptions are up 47% year on year.
• Top 100 brands, are uploading a new video to YouTube every 18.5 minutes.
• The average mobile viewing session has increased by 50% to more than 40 mins.
• The number of advertisers running video ads on YouTube is up by 40%.
• Top 100 brands media spend is up by 60%.

Click here to see more YouTube stats from the Top 100 Global study – http://www.pixability.com/top-100-brands-2015/

Marketing Week recently noted while it seems YouTube is gunning for TV ad spend, in the UK, its success isn’t as rapid as the impressive Global stats above. According to Ofcom, YouTube accounts for just 3.5% of the UK’s total video consumption while TV is 81%. The gap narrows among consumers aged 16-24 – where YouTube accounts for 7.5% of video and TV accounts for 65% – by far.

TV advertising continues to grow, with UK revenue hitting a record high of £4.91bn in 2014, up 6% from the previous year, while the number of brands new or returning to TV advertising was more than 800, according to Thinkbox.

Make peace, not war and benefit from using both!

If budgets permitted, as with any large scale campaign it’s advisable to best spread your message to the relevant mediums that your target audience use, see and hear.

In fact, Thinkbox says the question shouldn’t be TV versus YouTube or online video, the IPA’s econometric study on “Advertising Effectiveness: the long and short of it” says the two complement each other extremely well.

Want to find out more on the benefits of using YouTube or television or both. Get in touch with The Media Angel to find out how your brand can be seen on a regional, national or global level.

IAB report finds 1 in 7 UK adults use ad blockers online

According to the latest report released by the IAB, 15% of British adults are currently using ad blocking software to improve their online surfing experiences.

The report reveals a general, negative attitude towards disruptive, poorly targeted ads which interrupt the consumer’s online activities.

The research also claimed to have found that 22% of men are likely to use ad blocking software in comparison to only 9% of women, and that most of the software downloads have been made by 18-24 year olds (35%). Of those currently using ad-blocking software, 80% are doing so on laptops, 46% of desktop PC’s and 19% on tablets and mobiles.

The research discovered that main motivation for wanting block adverts online was because they were considered too disruptive when interrupting the browsing experience (73%). The second key justification for ad blocking was when the consumer found the design of the ad to be annoying (55%), closely followed by the sentiment that online ads ‘slow down’ the web browsing experience (54%). Another important finding suggested that relevancy was causing many people to download the software with 46% blocking ads because they are not relevant.

At The Media Angel, our advice to brands advertising online would be to avoid being too disruptive for web browsers, perhaps choosing colour schemes and images more carefully with this sentiment in mind. Advertisers and marketers should perhaps strive for a more seamless and less ‘annoying’ format that doesn’t ‘disrupt’ the browser in such a negative way. Our team would also agree with the idea that the industry refines its technology for targeting; making sure that adverts appear in front of an audience that is guaranteed to find relevance in the content. Search ads are an example of an ad format that is less likely to get blocked – because, findings say, these are considered useful and somewhat helpful by the browser.

Another interesting insight into public perception of online advertising found that only 44% of British adults are aware that website content is free because they are funded by advertising. If ad blocking reduces website revenue enough, it could lead to internet browsing that requires payment for access; it would be interesting to see how these adults would react to being charged for what was once free internet content!

If you would like advice on the most effective methods of online advertising get in touch with The Media Angel on 02921 320 200 or email [email protected]. Our team offer impartial guidance, using our specialist expertise on the most effective ways to advertise online.

TV advertising reach remains high

According to the latest figures collated by Thinkbox and the BARB, television advertising remains one of the most sure fire ways to get your message in front of large audiences.

Figures for this May found that around 68% of TV viewing was commercial, with this accounting for 67% of all TV viewing on a television set. People are also watching commercial television for slightly longer compared with last year, demonstrating that the medium remains a strong and perpetual part of popular culture.

The weekly reach of television continues to be extremely high at 94% with this latest update in figures. The report also found women to be the target audience most connected with television advertising messages, with commercial channels reaching on average 95% of women each week.

There has never been a better time to advertise on television and reach these impressive audience figures. Get in touch with The Media Angel for more information about how to take advantage of the power of television advertising. Advertising on television doesn’t always require huge investment and can be far more cost effective than you might think.

Give us a call on 02921 320 200 or drop us an email for advice on the best platform and channels for your brand, campaign objectives and budget.

A solid advertising campaign will create massive brand value growth…

A recent study conducted by Millward Brown has quantified the theory that good advertising makes a positive difference to brand perception, particularly if brands have strong propositions behind them.

The study concluded that brands with strong advertising campaigns increased in value by a massive 168% over a period of 10 years, which clearly demonstrates the enormous positive impact advertising has on brand perception. Advertising is one of the main ways in which brands can communicate their propositions and differentiate themselves in a crowded marketplace. This differentiation is something the Millward Brown study has found to be extremely important for brand value.

It was suggested that brands with solid advertising campaigns and strategies are more successful at demonstrating a clear ‘purpose’ and proposition. When brands communicate effectively this way, the message is received more meaningfully by consumers and ensures that they better understand a brand’s offering as different within its market. Advertising is proven to be the easiest, most lucrative way of building a meaningful brand; extending your appeal beyond products and services and creating massive brand value.

Would you like to increase the positive sentiment around your brand? Do you want to stand out and get noticed within your field? The team at The Media Angel can help place your  advertising on the most appropriate media  platforms, to reach your campaign objectives, within budget. Give one of our experts a call on 02921 320 200 or email us.

TV campaigns prove to provide the best ROI

A study conducted by the RAB presented the industry with momentous proof that TV and radio are by far the most effective mediums for advertising.

The study, named ‘The ROI Multiplier’ produced findings to show that for every pound spent on television advertising, brands were receiving returns of £8.70 on average. Radio followed closely behind, with reported revenue returns of £7.70. These figures out-performed all other advertising channels in terms of efficiency, and suggested that brands might want to re-allocate more of their ad budgets to TV and radio to capitalise on these considerable returns.

In order to effectively reach audiences on radio, a combination of creative content and optimal frequency are required. Whereas television viewing is sometimes referred to as appointment viewing with audiences intending to sit down and watch shows their entire way through; radio is not often the primary focus of attention. A creative message broadcast regularly and often over several bursts is more effective at feeding into audience listening patterns and influencing their decision making processes.

In contrast, outdoor and online advertising was presented as less likely to cut through the large volumes of advertising messages that audiences face every day. Press advertising performed better than expected, with an average of £5.80 being received in returns. This could be explained by the continuing loyal readership base of most press publications.

Get in touch with The Media Angel for more information on where best to invest your advertising budget. Send us an email or give us a call on 02921 320 200 and you could potentially unlock millions through incorporating television and radio into your marketing plans.

TV viewing figures remain stable and strong

The latest television viewing figures are in from Thinkbox – the marketing body for commercial TV.

People in the UK watched an average of 3hrs and 50 mins a day of TV, including the BBC, during February using their digital TV sets.

Further figures from the Broadcasters’ Audience Research Board (BARB) show that commercial TV, that includes channels such as ITV, Channel 4 and Sky, accounted for 65% of total TV viewing on a TV set in February.

In summary, the report shows key audiences such as men are watching TV for longer. They watched 2 hrs 26 mins a day of commercial TV (3 mins more than the previous year.)

16-34s watched 1 hour, 52 mins a day, (5 mins less than last year.) This decrease comes as no surprise as millenials are increasingly accessing the growing amount of content on video-on-demand and catch-up services. Viewing figures for ABC1s, females, kids, all remain pretty stable. This supports television’s strong viewership, See below for weekly reach.

Get in touch with The Media Angel so we can logically plan and launch your next television campaign and sit back and watch it perform.

Despite a digital shift, TV ad revenue sees little, if any decline

Industry researchers have predicted that more than half of the nation’s advertising budget is likely to be spent on digital media this year. Perhaps surprisingly, certain traditional media platforms continue to thrive, despite a digital shift.

Even with this rise in digital media, TV is expected to see its advertising revenue rise by 3% to £3.bn seeing little, if any decline. A spokesperson from the Strategy Analytic’s Report describes the future of television advertising as “simply experiencing a shift in the source of revenue from linear TV ads to online video”.

The UK’s weekly population reach for TV remains stable at 94.2% and the traditional TV set remains the screen of choice for 98.4% of the population. Viewing on other devices such as tablets, laptops and smart phones has grown year on year by 17% but has yet to overtake the traditional television set as the preferred way to watch content.

For advertisers, the steadily growing popularity of on-demand services and online platforms is great news particularly for small businesses. These services provide opportunities for reaching audiences on a far more manageable budget. Where national TV advertising is renowned for being massively expensive, the rates for ITV Player and 4oD for example are significantly less and will still reach a majority audience.

Do you want to reach up to 94.2% of the population in your area with your advertising? Contact The Media Angel on 02921 320 200 or drop us an email for impartial advice on the most suitable media mix to suit your objectives.

Newspapers circulation figures ae down, online counterparts on the up

Do you still read your daily or weekly newspaper? According to the latest ABC figures, average newspaper circulations figures have fallen again across the UK.

Alison Debono, Managing Director of The Media Angel commented: “These circulation figures come as no surprise, it’s sad news for press, but great to see growth in the digital sector.

Luckily there has been a massive growth in the number of users to the publisher’s online sites, such as Wales Online which has doubled its audience in the past year. Over 4,025,111 monthly unique visitors took to the site during January 2015.

“Press still has a place. It’s important for advertisers to remember that some of these tight-knit community newspapers and all-Wales titles are still reaching certain audiences that are perfect for certain campaign briefs.”

More than half of adspend goes digital in 2015!

In 2015 it is predicted that the UK will be ranked the first country in the world to spend more than half of budgets on digital media.

Research conducted by market services company WPP has forecast that for the first time every for every £2 advertising spend; the UK will be spending £1 on digital media! The total ad spend figures for 2015 will hit £15.7bn with online spend growing rapidly to hit the £8bn mark!

It is reported that display advertising is the fastest growing market in internet advertising, which is likely to surge by 20% to reach £2.7bn. Display advertising has performed consistently well in ad spend stakes since 2013 with advertiser demand for this format rising steadily. Paid search advertising is likely to grow to £4.2bn with around 29% of that advertising on mobile devices.

The future is looking extremely bright for digital advertising and with observations that the British have a particularly keen enthusiasm for the digital world; there could be fewer rivalling ways to reach audiences in 2015.

Contact The Media Angel for advice on how to incorporate digital advertising into your media mix and harness its huge potential! Give one of our friendly team a call on 02921 320 200 or email [email protected].

Radio ad spend grew by 7.8% in 2014…

Research conducted by RadioWorks has delivered some exciting predictions for radio advertising in 2015. Where radio saw a healthy 7.8% growth in ad-spend last year, a rise of 5.7% is predicted for 2015.

These strong increases in spend are explained by digital audio service’s rising popularity among audiences, with reach figures last year escalating twofold in the space of just 18 months! 12 million unique listeners were reached by audio services in the spring of 2014, and this is expected to rise to 20 million at the start of 2015.

According to reports conducted RAB, brands using radio get their money back nearly eight times over on average!

Such data proves that advertisers are recognising the potential of radio’s significant scale and influence; allocating larger chunks of their marketing budgets to the medium and enjoying maximised returns. With one of the lowest levels of advertising avoidance, radio allows marketers to reach out to millions of new customers as well as current, existing consumers with essential messages at key activity moments across the day. Radio ads are so frequent and high in reach that a brand can create a disproportionately large share of mind for itself.

The time is now to realise the potential in radio advertising investments; January is the perfect time to connect with open-minded, fresh thinking listeners.

Contact The Media Angel today and get started on your plans to make the New Year your most successful yet.

How TV apps are fuelling ‘valued time together’ for the family

The opinion that technology has a negative impact on family life has been turned on its head in a new collaborative research report from OMD UK and Time Inc. UK.

The ‘future of families’ report finds 78% of families believe technology has brought them closer together, rather than cause disruption.

The Goggle Box Effect

TV apps with the ability for on-demand / catch-up streaming and remote recording, not only allow families to better plan specific times together, but also fuel conversations around a range of TV programming.

Mobile devices means family members no longer need to retreat to separate rooms to use technology.

Apps for TV make families more opinionated – such as the X-Factor app allows the sofa to become the judging panel, enabling families to cast their votes and opinions and discuss them.

Catherine Westwood, Goodtoknow.co.uk said in the report:

“Tech is here to stay and will impinge on family conversation, but will inspire in equal measure.”

By this Catherine means there is an increase in opportunities for advertisers to divert attention in, but this is not necessarily a bad thing, in fact it’s a good thing. This means audiences are empowered to act on advertisements, and are informed about products, services and entertainment that interests them.

Two screens are better than one

Lastly, for TV advertisers this is good news all round. New ad platforms such as ITV’s Ad Sync, enables broadcast advertisers to take over The X-Factor programme app at the same time their spot appears on TV, creating mass awareness. Whether it’s advertising Cheryl Cole’s latest new single, which clicks through to iTunes or Domino’s pizza that let’s you order a takeaway online.

Therefore, brands next year should think more about the ‘living room plan’ and utilise the option of the second screen experience, getting their messages across multi-platforms to start discussions in the home and making their messages more memorable.

Get in touch with The Media Angel today to find out more about VOD, online and mobile advertising or any other forms of advertising.

And 2014’s Top TV Christmas Ad is…

Here’s the top 10 Christmas ads for 2014, polled by phone number provider, City Numbers.

More than 1,000 consumers were asked asked about the effect of Christmas branding. 37% surveyed said it made people feel good. Take a good look at the top adverts raising spirits this season…