It’s no secret that the COVID pandemic has meant mixed outcomes for advertisers. When it comes to ATL media, TV viewership numbers have dramatically increased as consumers are increasingly at-home and prices have often dropped with lower demand – however financial uncertainty and logistical challenges caused by lockdowns may have impacted response or broader business […]
TV
Are the UK’s BVOD offerings fit to take on the digital giants?
Last week, Channel 4 revealed its new brand purpose, as part of a five-year strategy that aims to focus the broadcaster on digital audiences and revenue streams amid shifting viewer habits and growing competition. CEO Alex Mahon spoke of the broadcasters aim to “survive and thrive in this digital age” with the stated aim of […]
ASA gambling update, with CAP gambling advertising policy specialist Andy Taylor
Last week, we joined the ASA Gambling Update webinar, hosted by CAP gambling advertising policy expert Andy Taylor. The focus of the meeting was to recap on the current state of play across gambling regulations and to discuss the recently announced CAP consultation into the targeting of gambling advertising particularly towards under 18s and other […]
Why local lockdowns may call for a regional media approach
Whilst the UK is currently in national lockdown 2.0, from December 3rd a regional, tiered approach to lockdown is due to be reinstated. The severity of lockdown restrictions in a region can directly impact consumer sentiment in that area for specific products and services. The YouGov BrandIndex chart here shows shifts in purchase intent for […]
Why is “post-Xmas” such a good opportunity to spend on TV?
November and December are two months of the year when we typically see big retailers and brands dominate the TV market and increase their marketing spends in the run-up to Christmas. This increase in demand pushes the costs up for the rest of the market, making Q4 a more expensive time to spend on TV […]
Re-evaluating advertising effectiveness based on “attention” being the new currency
Consumer attention is rapidly becoming a measurement criterion for measuring effectiveness in media purchasing. Research shows that deviations in attention to advertisements add disadvantages for advertisers and come at an expense of the communication and sales effect of the advertisements. Research has shown that consumers are easily distracted by the sheer volume of ads they […]