This week the “unprecedented” heatwave gave the British public something to soften the blow of the Euros hangover (and something other than COVID to talk about, hurrah!). That said the extreme weather conditions are a bit more of a headache for advertisers running on TV. Here’s a few thoughts on why a sunny summer can […]
Is it time to get creative with TV advert lengths?
Working on a creative can be a minefield. There are a myriad of considerations to ensure a TV creative will catch the audience’s attention and prompt them to take action. Aside from what’s in the creative, the second length (duration) of the advert can have a significant impact on performance. Why does creative length impact […]
Sponsorship myths versus the truth
The TV marketing body Thinkbox describes sponsorship as a mechanic which can offer brands not only “prestige and popularity, but also the opportunity to have a positive association through perceived values” and their Sponsorship Hall of Fame is made up of big-ticket, high profile examples such as Compare the Market, Honda, and Just Eat. It’s […]
How has COVID-19 affected consumer behaviour?
Anyone with an iota of involvement in marketing will recently have found their inboxes inundated with insight on the impact of COVID-19. Regular readers will know we have been dissecting much of this insight in our own content output, including tips for advertising in a pandemic, and the impact of COVID-19 by sector. As we entered […]
Thinkbox promote the power of TV advertising… using the power of TV advertising
This week, the UK TV industry’s marketing body, Thinkbox, continued to “practice what they preach” by promoting the power of TV advertising…. using TV advertising. In the latest iteration of Thinkbox’s TV campaign, we are presented with a tongue-in-cheek representation of startup culture and the growing challenges it presents through a story told by the […]
Channel 4 confirms it will be joining AdSmart
Last week Channel 4 announced they will join AdSmart, giving them the same capabilities as Sky channels to serve different adverts to different households via linear TV. As part of the deal, Channel 4’s owned channels, plus partners UKTV and BT Sport, is to bring targeted and addressable advertising to their portfolio – capabilities they […]