by The Media Angel | Mar 27, 2019 | Industry News
According to a new study from IPG Media Lab, 71 percent of TV commercials are seen by viewers. The media agency worked with TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 71 percent of TV ad deliveries are “viewable,” meaning someone is in the room for at least two seconds while the commercial is airing. This compares to 69 percent of digital video being “viewable.” The study used technology that was installed in a panel of households, recording variables such as how many people were in the room when an ad aired, whether people were engaged with the specific ad and if the ad was viewed by its target audience. Some categories fared better than others: pharmaceutical ads were viewed 75 percent of the time, compared to 65 percent viewability for recreational ads, which includes entertainment venues, toys and games, and gyms and fitness. This could, in part, be due to the use of longer pharma ads, which tend to increase viewability. Could your advertising incorporate TV or VOD? Contact us to find out more. Source:...
by The Media Angel | Mar 22, 2019 | Industry News
Pandora became the first major audio streaming platform to adopt a sonic logo, or a tune it hopes consumers will associate with its brand wherever it’s heard. But is the idea of a sonic logo really such a new idea? In the future, Pandora’s new logo may be played when someone opens the app, but for now, the logo only exists in their “Sound On” brand campaign, which debuted on Wednesday and includes musicians such as Jonas Brothers, Khalid and John Legend. On first inspection, the idea of a sonic logo may seem quite innovative, but there are several iconic sonic logos that you may not have realised are considered sonic logos. The drumroll played during the 20th Century Fox intro was created by composer Alfred Newman in 1933. Walter Werzowa made Intel’s iconic “bong” anthem more than 20 years ago. Sonic logos are also used in the car industry. Here’s Audi’s… And BMW’s… But what is the importance of a sonic logo, and why are companies developing them? Brands are starting to pay attention to the proliferation of smart speakers, and the ability for consumers to identify a brand purely by sound. Companies must start thinking about how they are heard, not just seen. “A brand identity is no longer dependent on look and feel alone,” says Lauren Nagel, VP and exec creative director at Pandora. “We are thinking about this beyond the Pandora platform; we want to be an agency to speak on the very source of sound.” So while in the past sonic logos were a tag-on to the end of a television advert, we can...
by The Media Angel | Jan 16, 2019 | Industry News
Advertising-funded video-on-demand (AVoD) – think Now TV, Hulu and Sony’s Crackle, as well as growing interest from Amazon – is still very young compared to other media. But, advertisers are fast beginning to see its future potential. Subscription video-on-demand (SVoD) services like Netflix have been garnering plenty of attention as they colonise global living rooms. But, competition is also starting to heat up in for online video ad spend. So much so that it is outpacing other media with spend set to double to $47bn by 2023 worldwide, according to Warc. The expected $23.8bn in brand investment that AVoD will receive this year equates to a 5.2% share of global ad spend, which is increasing year on year. And as a percentage of total over-the-top (OTT) spend (an estimated $68.7bn in 2018, according to Digital TV Research), AVoD will account for 34.7%. “Consumers’ voracious appetite for video content anywhere, on any device, has been propelled by SVoD services such as Netflix. But it is AVoD platforms which present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content. This is why AT&T and Amazon are exploring moves into the AVoD sector next year, with the ultimate aim of taking the lion’s share of a market expected to be worth $47bn by 2023.” James McDonald, data editor, Warc. AVoD platforms present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content. Indeed, Amazon kick-started speculation in the summer when it posted a job ad looking for a UK-based executive to lead an ad-funded free-to-air TV offering. An ad-funded platform, Pluto...
by The Media Angel | Jan 9, 2019 | Industry News, Opinion
Perhaps unsurprisingly, Celebrity Big Brother was the television programme that Ofcom received the most complaints about in 2018. Over the year, they received a total of almost 56,000 complaints about programmes from viewers and listeners. Together, the top ten most complained about television shows prompted more than 47,000 complaints, making up 86% of the year’s total. Channel 5’s Celebrity Big Brother attracted the most complaints in 2018, with 27,602. Most of these were about an allegation of physical abuse made by Roxanne Pallett against Ryan Thomas. Second on the list was an episode of ITV’s Loose Women. This prompted 7,912 complaints, most of which were about an interview with guest Kim Woodburn. ITV reality shows Love Island and The X Factor also featured in the top 10 (ranked 4th and 10th respectively), along with storylines on Coronation Street (5th) and Emmerdale (6th) which prompted hundreds of viewers to get in touch with Ofcom. Good Morning Britain (7th), This Morning (8th), Sky News (3rd) and I’m a Celebrity… Get Me Out of Here (9th) complete the rankings. Ofcom launched 137 investigations into TV and radio programmes in 2018. Of those, 129 were concluded this year. They found the broadcasting rules were broken in 80 cases; 33 cases were found to have not broken the rules; and 16 cases were resolved – which means in those cases Ofcom’s concerns were satisfied by the broadcaster. The top ten in full: Celebrity Big Brother: 27,602Loose Women: 8,002Sky News: 4,251Love Island: 4,192Coronation Street: 1,098Emmerdale: 759Good Morning Britain: 548This Morning: 402I’m a Celebrity…Get Me Out of Here!: 335The X Factor: 286 Sources...
