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… […]
Archives for August 2019
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 […]
