With the games kicking-off during the busy Q4 Christmas and Black Friday period (21 November – 18 December), the 2022 World Cup will be a first for many brands competing for consumer attention and engagement during peak. What should advertisers consider? During a period in which UK advertisers would usually be planning their festive […]
TV
Demand generation for start-ups
Demand generation, in short, involves targeting broadly to widen the potential pool of consumers, whilst driving measurable demand for a product/service. Demand gen focuses on discovering prospects that already exist, as well as stimulating interest with a new audience. Often, brands aim to drive demand by supplying a solution (within a product or service) for an […]
How are online-born brands growing with TV?
TV essentially provides a ‘shop window’ for online brands and is also seen positively by consumers; conveying trust, quality, and credibility (Thinkbox). Many online-born businesses increased their investment in TV advertising in 2021. Between January-July 2021, online-born businesses invested £559.9 million in TV advertising alone in the UK (Nielsen) for linear TV advertising spend, which […]
Is CTV trying to replace linear?
Connected TV (Smart TV) household penetration has increased from 11% in 2014 to 76% in 2022. CTV is an attractive proposition to many advertisers, with the potential to combine the impact of high-quality AV content with digital targeting; reaching an audience that is proactively choosing content. Whilst many industry leaders see CTV playing a key […]
The impact of longer and more frequent TV ads
What will the impact of longer TV ads have on advertisers and viewers? We could be seeing more advertising on UK television as Ofcom announced it is considering relaxing the rules governing the frequency and length of ad breaks and allowing more product placement within shows. The news comes as UK broadcasters are facing growing […]
The importance of media measurement in a mercurial world
The ability to accurately quantify campaign results is crucial to effectively understanding where, when and how marketing budgets should be spent. Whilst uncertainty is in many ways, a constant companion along the media attribution journey, its effects have never been more apparent than now. With ever-changing consumer behaviour, tightening marketing budgets, and of course the […]
