Zaira Cross

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 […]

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 […]

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 […]

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 […]

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 […]

Last month, media agencies from across the UK congregated in both London and Manchester for the Bigger Picture event where for the first time, Sky, ITV and Channel 4 came together to present a collective sell for broadcaster video on demand (BVOD). The “big 3” collectively presented two studies that utilised a combined data set […]