Last Tuesday, 15th October, All Response Media had several attendees at BARBs event ‘Understanding Viewers in the 2020s’. The event was pitched as an opportunity to hear how viewing behaviour would evolve into the 2020s and for us to understand how BARB would be looking to stay at the forefront of measuring these changes. So, […]
ARM Blog
Sky… The TV audience alchemists
How much are individual TV spots worth when no-one is watching them? It’s not a trick question! The UK TV audience measurement panel, BARB, records millions of spots as ‘zero-rated’: officially, no-one is watching them. In the traditional TV trading world, they’re worth zero. Zilch. Nada. But, in Sky’s world, they’re worth much, much more… […]
Making the most of your TV time-bands with breakfast
Traditionally, direct response TV (DRTV) ads air between the hours of 09:00 and 17:29 in “daytime” time-bands. However, many brands now also expand into “peak” (17:30-22:59) and “all-time” (06:00 – 29:59) as well as “breakfast” (06:00- 09:30) in order to expand their activity, reach their target audience and gain further acquisition. Breakfast is a daypart outside […]
Trivago vs. Hotels.com: Who has the most effective campaign?
This month’s Adquirer covers travel titans Trivago and Hotels.com as we delve into their campaigns and analyse how they deploy their differing creative strategies to cut through the congested travel marketplace. So, how do their approaches differ, who has the most effective and efficient campaign, and crucially, how can you apply these learnings to your […]
Amazon acquires Sizmek
News broke recently that Amazon has bought Sizmek Ad Server after the latter had filed for bankruptcy earlier this year and had been looking for about $30 million for the ad serving technology. Amazon has bought both the ad server and their dynamic creative optimisation suite (DCO) which is a tool that helps personalise ads […]
The impact of TV creatives on campaign performance
We are often asked by our clients in strategy reviews: “Is it time for a new creative?” This is a sensible question to ask at regular intervals, but getting the right balance in frequency of creative refresh is important. Leaving the same creative on air for too long may create wear out. If done too […]