What will come of Christmas Advertising 2020

What will come of Christmas Advertising 2020

Will advertisers deliver a much needed dose of happiness and joy, or will Covid-19 be adding more doom and gloom? Not to sound like the Grinch but Covid-19 has ruined 2020 and Christmas this year is not going to be the same.As always, this time of year is when brands begin to roll out their Christmas ad extravaganzas. Not only are they vital for business, but research last year found advertising plays a key role in getting people in the festive mood, and in these times, rarely has there been a greater need to lift the public’s spirit. Consumers are crying out for advertisers to provide some festive cheer!But for marketers and designers having to devise relatable Christmas ads while being uncertain as to what Christmas will even look like this year, the challenge is huge..Each year, big brands like John Lewis and Amazon can be relied upon to dig deep into their budgets and bring out the big bucks to spend on their blockbusters, as they battle to win the Christmas ad showdown. The campaigns released so far have been a mixed bag of attempting to distract customers from the pandemic, and directly addressing the elephant in the room. Amazon has been widely commended for sensitively approaching the topic in a way that doesn’t feel downbeat. Argos on the other hand decided to swerve the topic altogether and is all about possibilities and dreams. Seeing Christmas through the eyes of children. The hotly anticipated John Lewis advert has also now arrived and is part of a campaign called ‘give a little love’ which aims to raise 5 Million pounds...
How often are people in the room when TV ads are on?

How often are people in the room when TV ads are on?

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:...
AVoD to pick up speed in 2019

AVoD to pick up speed in 2019

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...
The Most Complained About TV Shows of 2018

The Most Complained About TV Shows of 2018

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...
Channel 4 trials artificial intelligence

Channel 4 trials artificial intelligence

Channel 4 has revealed a new artificial intelligence (AI) ad product that will let brands better integrate with TV. The artificial intelligence is powered by an algorithm that will use visual and audio recognition to identify ideal TV moments for relevant brands to integrate with. “For example, a character in a show might be seen enjoying a cup of tea and this scene may appeal to a tea brand whose ad would then be placed in the following break,” said Channel 4. While in the early stages, the network looks to sell these moments in bundles to brands across different categories, be it food, hot drinks, relationships or mobile phones. Channel 4’s own research found that placing contextual ads next to regular spots, meant spontaneous awareness was up a third, while positive brand perception 12% and purchase intent rose by 13%. After trials, Channel 4 will present its results later this year. Source: The Drum How can television advertising and sponsorship work for you? Give our team a call on 02921 320 200 or email at...