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Three Things Each Month That Marketers Need to Know

From Followers to Creators: How UGC Can Transform Your Brand Narrative

USER-GENERATED CONTENT

April 2024

Stop Wasting Time And Money: Streamline Your Paid Search With Search Ads 360

PAID SEARCH

April 2024

Boost Your Ad Recall: The Power of Living Room Advertising

TV ADVERTISING

April 2024

Programmatic, Personalised and Powerful: DOOH Trends You Need To Know This Year

OUT-OF-HOME

March 2024

TV ads are very powerful. They have high impact – and impact gets people talking about your brand in a way few other channels can. TV ads evoke emotion, make people laugh and are liked by more viewers than other media, all whilst driving sales and profits.

Here's why TV advertising is becoming a game-changer for UK marketing:
Unmatched Reach: Reaching millions in a single broadcast, TV advertising offers unparalleled mass exposure compared to many other mediums. This is especially valuable for building brand awareness and establishing credibility.
Emotional Connection: Unlike static ads, TV commercials can leverage powerful storytelling, humor, and visuals to evoke emotions and forge a deeper connection with viewers. This emotional connection can drive brand loyalty and purchase decisions.
Production Quality: High-quality visuals, music, and sound design can create a more immersive and impactful experience compared to online ads, leaving a lasting impression on viewers.
Credibility and Trust: TV has been a trusted source of information and entertainment for decades, and advertising within it can benefit from that inherent trust. This can be particularly valuable for new brands or those targeting older demographics.
Mass Customisation: While traditional TV offers broad reach, targeted advertising options are increasingly available. You can choose specific programs, times of day, and even geographic locations to reach your desired audience more effectively.
Synergy With Other Marketing: TV advertising can be a powerful element in an integrated marketing campaign, driving viewers to websites, social media, or physical stores for further engagement and conversion.
So, is TV the key to unlocking explosive growth for your business? This decision holds the power to propel your brand to new heights, reaching millions and igniting sales like never before. But navigate cautiously, conquering the vast landscape of television advertising demands a strategic approach, carefully considering the following factors:

Budget: TV advertising can be expensive, so it’s crucial for a business to have a sufficient marketing budget that can accommodate the cost without jeopardising other essential operations.

Market Readiness: The product or service should be well-tested, with a proven demand. Businesses should have the capacity to handle an increase in demand following the TV campaign.

Target Audience: Ensure that the target audience for your product or service watches television and can be effectively reached through specific channels or programs.

Brand Maturity: For some businesses, it makes sense to establish a brand presence through other less expensive channels first, like social media or online advertising, before moving to TV.

Competitive Landscape: If competitors are successfully using TV advertising, it may be time to consider it to ensure visibility in your market segment.

Marketing Strategy: TV advertising should fit into a broader marketing strategy, complementing other marketing efforts and aligning with business objectives.

There have been many iconic UK TV ads renowned for their creativity, effectiveness and cultural impact. Here are some recent examples of businesses benefiting from the use of successful TV advertising: 

Dyson: Known for its innovative vacuum cleaners, Dyson's move to TV advertising helped the brand solidify its position as a leader in technology-driven home appliances. The visually compelling ads showcasing their product's unique features significantly boosted their market presence.

Just Eat: This online food order and delivery service launched TV campaigns that played a crucial role in their growth. Their catchy jingles and humorous ads resonated with a broad audience, significantly increasing orders and helping Just Eat become a household name.

BrewDog: Initially focusing on grassroots marketing, BrewDog eventually turned to TV advertising to expand their reach. Their TV campaigns helped in introducing their craft beer to a wider audience, contributing to the company's rapid growth and international expansion.

Graze: Starting as a subscription snack box service, Graze used TV advertising to expand its customer base. The ads highlighted the convenience and novelty of their product, helping to drive subscriptions and later supporting their move into retail.


From catchy jingles to drumming gorillas, these iconic British TV ads prove one thing: when done right, television advertising can become a powerful engine for brand recognition and sales growth. 

However, hitting the right note on the small screen requires careful consideration. Every business has its unique goals, and crafting a successful TV campaign involves a lot of careful.

When Is The Time Right For Your Business To Advertise On Television?

TV ADVERTISING

March 2024

Launched in November 2023 and still in development , "Shop with Google AI" is a relatively new initiative to provide a more helpful, visual shopping experience. 
What Is It?
Shop with Google AI is a feature currently available to select users through the Google Search app on iOS. It aims to enhance your shopping experience by leveraging AI technology. 
Rather than sending users to other retailer websites, the goal is to streamline the online shopping journey by making it easier to browse, compare, and make informed purchasing decisions all within Google. It’s part of Google’s strategy to be a leading destination for online shopping ads and compete with Amazon. 
How Does It Work?
Search for a product: Begin by searching for a product using keywords or voice commands. 
Generate AI images: If available, you'll see the "Shop with Google AI" section offering the option to "Generate images." Click on it.
Refine your vision: Describe the specific features or style you prefer using keywords. The AI will then generate photorealistic images based on your descriptions.
Find similar products: Once you find an image you like, click on it to see similar products available from various retailers.














What Are The Benefits?
Visualise your desired product: Go beyond text descriptions and see what your ideal product might look like.
Refine your search: Get specific with your preferences and narrow down your options more effectively.
Discover new products: Explore unique offerings that might not have appeared in your regular search results.
What Are The Limitations?
Limited availability: The feature is currently in testing and not available to all users.
Product focus: It primarily works for apparel and home goods categories.
Accuracy and bias: Like any AI model, results might not always reflect reality perfectly, and potential biases could exist.
Overall, Shop with Google AI is an interesting experiment in using AI to enhance the online shopping experience. It holds promise for helping users visualise their desired products and explore unique options. However, it's still in its early stages, and its availability and capabilities might evolve over time.

Shop Smarter, Not Harder With Google AI

GOOGLE AI

March 2024

Tune In To The World Of Podcast Advertising

PODCAST ADVERTISING

Feb 2024

How To Make The Most Of Creator Marketing In 2024

INFLUENCER MARKETING

Feb 2024

Is Connected TV The Next Step For Your Brand?

TELEVISION ADVERTISING

Feb 2024

Once upon a time, in the vast realm of digital marketing, there existed a powerful tool named 'Cookies'. These tiny pieces of data, residing in users' browsers, helped marketers craft personalized advertising experiences. For years, Cookies were the cornerstone of digital marketing strategies. However, as concerns over privacy grew, the world began to shift towards a more secure, cookieless future. This change heralded a new era for advertisers, one that demanded innovation, adaptability, and a deeper understanding of consumer behaviour. 2024 will see the rise of cookieless advertising, with Google’s Chrome browser already limiting cookies.

The Move to Cookieless: A Data-Driven Perspective
The transition to cookieless advertising isn't just a speculative shift; it's backed by significant data and trends:

Increasing Privacy Regulations: With the introduction of GDPR in Europe and CCPA in California, there's a growing trend towards stricter data privacy regulations. According to a report by DataReportal, 64% of internet users are concerned about their online privacy, driving the push towards more transparent data practices.

Tech Giants Phasing Out Cookies: Google announced that it would phase out third-party cookies in Chrome by 2024, a move following Apple's earlier privacy updates in Safari. StatCounter reveals that, as of 2023, Chrome holds a 65% market share, signifying a substantial impact on digital advertising.

Shift in Consumer Preferences: A survey by Pew Research Center indicates that 72% of Americans feel that almost all of what they do online is being tracked by advertisers, tech firms, or other companies, leading to a preference for more privacy-centric browsing experiences.

Practical Steps for Navigating Cookieless Advertising
Transitioning to cookieless advertising requires a strategic approach. Here are key steps advertisers should take:

Embrace First-Party Data: Focus on collecting first-party data directly from your customers through subscriptions, registrations, and interactions. This ensures a reliable and consent-based data source.

Invest in Contextual Advertising: Contextual advertising, which targets ads based on website content rather than user behaviour, is seeing a resurgence. A study by IAB found that contextual ads can boost purchase intent by up to 63%.

Utilise Privacy-First Technologies: Explore privacy-first technologies like Unified ID 2.0 or Google's Privacy Sandbox. These technologies aim to provide personalization while respecting user privacy.

Leverage Machine Learning and AI: AI can analyse large datasets without infringing on individual privacy. McKinsey reports that companies leveraging AI in marketing see up to a 20% increase in customer satisfaction.

Set Up Google Analytics 4 Correctly:
You might need a specialist's help to do this the right way.

Use Meta CAPI for Meta Platforms:
If you're spending a lot on Meta platforms (like Facebook), start using Meta's Conversions API (CAPI).
Get your web team or agency to help set this up, along with other important APIs.

Test and Learn: Continuously test new strategies and tools. A/B testing can be particularly effective in understanding what works best in a cookieless world.

Educate and Build Trust: Transparency with your audience about data usage can build trust. Inform your customers about how their data is being used and the steps you're taking to protect their privacy.

Collaborate with Partners: Work with publishers and technology providers who are also navigating this shift. Collaboration can lead to innovative solutions that benefit all parties involved.

Conclusion: The Future is Bright
The move to cookieless advertising is not a setback but an opportunity to innovate and build deeper, trust-based relationships with consumers. By embracing new technologies, respecting privacy, and focusing on quality data, advertisers can thrive in this new landscape. The future of digital advertising is not about who has the most data, but who uses it most effectively and ethically. Welcome to the new era of digital marketing.

References:

DataReportal. (2023). Global Digital Report.
StatCounter. (2023). Browser Market Share Worldwide.
Pew Research Center. (2023). Americans and Digital Privacy.
IAB. (2022). Contextual Advertising and Consumer Engagement.
McKinsey & Company. (2023). The State of AI in Marketing.

Embracing the New Era: The Rise of Cookieless Advertising

DIGITAL ADVERTISING

Jan 2024

TikTok has just released their "What's Next 2024 Trend Report". There are a few key trends for advertisers should consider:

Creative Bravery: Emphasise curiosity, imagination, vulnerability, and courage in content creation. Embrace strategic risks and showcase unique brand aspects. 
Curiosity-Peaked Engagement: Engage audiences in their discovery journey. Develop content that resonates with their interests and communities. "Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn't even know they liked". Named "Serendipitous Scrolling," the study explores worldwide popular hashtags that encourage knowledge sharing and exploration—#tiktokfinds, #whattowatch, #curiosidades. Additionally, the report emphasizes cultural diversity through another trend termed "Entertainment Without Borders." A notable 74% of TikTok users state that the platform facilitates connections with individuals from diverse backgrounds and cultures.

Storytelling Innovation: Utilize diverse voices and collaborative formats for storytelling. Intriguing narrative structures guide viewers past the first few seconds - ads intended to make users curious keep them watching 1.4x longer." This is called “Community-Fueled Storytelling", Intriguing narrative structures guide viewers past the first few seconds - ads intended to make users curious keep them watching 1.4x longer." TikTok call this “Community-Fueled Storytelling", 

Your brand's identity and narrative are crafted collaboratively with your community. Continuously seek opportunities to contribute to ongoing conversations, and consider fostering co-creation by providing suggestions and comments in subsequent videos.


Your brand's identity and narrative are crafted collaboratively with your community. Continuously seek opportunities to contribute to ongoing conversations, and consider fostering co-creation by providing suggestions and comments in subsequent videos.

Encourage community participation in shaping brand narratives.

Building Trust: Foster open communication with consumers. Utilize creators to bridge trust gaps, enhancing brand loyalty. "After seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to the brand."


Advertisers are advised to leverage these trends for impactful and engaging TikTok campaigns.

TikTok 2024 - The New Wave of Trends and How You Can Ride Along

DIGITAL ADVERTISING

Jan 2024

If you ever wanted to understand which influencers brands are working with on Facebook and Instagram, there's now a tool form that. Meta has introduced a new search tool, "Search Branded Content," within its Ads Library. This tool allows users to filter branded content campaigns by platform, date range and username. Users can gain insights into competitor strategies, understanding their approaches, creator-business relationships, and campaign frequency. 

By applying the influencer filter, the tool provides an overview of ongoing campaigns and brand collaborations, offering valuable inspiration for brand decisions on partnership choices. Meta's decision to enhance transparency aligns with the European Union's implementation of the Digital Services Act, emphasizing safer digital spaces for platforms with over 45 million regional users. Meta emphasizes transparency by displaying a paid partnership label on content and including it in the Ad Library. The tool is designed for anyone interested in viewing content from creators who have collaborated with businesses.

You can take a look at the tool in action here.

Ever Wanted To See What Influencers Brands Are Using On Instagram & Meta?

COMPETITOR RESEARCH

Dec 2023

Although launched a couple of years ago, it seems to be growing in popularity. YouTube Shorts is a way to shoot, share, and binge short videos (think 60 seconds or less) on YouTube. In simple terms, it’s YouTube's response to the vertical video styles made so popular on TikTok and Instagram Reels.

YouTube's user engagement patterns have evolved, with increased interaction on Shorts via mobile devices and content consumption on TV screens. Last month, YouTube introduced changes to offer advertisers and brands new opportunities to engage with their target audience on YouTube. Video Reach Campaigns (VRC) have been expanded to maximise reach efficiently. These campaigns now support scaling video creatives across multiple formats: in-feed, Shorts, and traditional in-stream ads on Google Ads. Leveraging Google's AI technology, these multiformat ads provide enhanced reach and efficiency. Tests show that campaigns using all three formats achieved 54% more reach with a 42% reduction in cost per thousand impressions (CPM) compared to campaigns using only in-stream video ads.

So what are the key points for Advertisers
Evolving User Engagement: Recognize the new engagement trends on YouTube, including increased use of Shorts and TV screen browsing.
Expanded Ad Formats in VRC: Utilise the expanded capabilities of Video Reach Campaigns, now including in-feed and Shorts, along with in-stream ads.
Maximised Reach and Efficiency: Leverage the expanded formats to maximise your brand's reach to the target audience with improved efficiency.
Integration of Google AI: Benefit from the advanced targeting and optimization capabilities provided by Google's AI, enhancing ad performance.
Proven Effectiveness: Understand the effectiveness of this approach, with data showing a significant increase in reach (54%) and a substantial reduction in CPM (42%).
Diverse Advertising Opportunities: Embrace the diverse advertising opportunities across different YouTube formats to effectively engage with varied audience segments.
Strategic Campaign Planning: Plan campaigns strategically, considering the inclusion of all three inventory types (in-feed, Shorts, and in-stream) for optimal results.

This approach is crucial for advertisers looking to maximise their presence and impact on YouTube in a cost-effective and efficient manner.

If you need help with YouTube ads and how it can improve your market presence, get in touch.

YouTube Evolves - What’s New and Why Marketers Should Care

DIGITAL ADVERTISING

Jan 2024

In Summary

Latest research shows that TV sponsorships and product placements are more effective in terms of brand recall than just TVCs

The more integrated the sponsorship the greater the impact of the sponsorship (integrated is both product placement and bumpers which connect with the programme content) Considerations for advertisers

Advertisers should look beyond standard TVCs and consider TV programme sponsorships, which are more effective because the deeper the sponsorship, the greater the uplift in brand/ad metrics. Integrated content is slightly more effective for holding viewers’ attention, and fully integrated sponsorships were found to build mental availability, thus helping to grow the brand.

Some Take Aways

More is more: More sponsorship elements were found to increase all key brand and advertising metrics.

More “opportunities to see” = more attention: Sponsorships enabled more brand time on screen, which has a direct impact on the attention seconds captured by brands.

Deeper TV sponsorships can build deeper memories: Sponsorships were found to build mental availability and agreement with campaign messages, while standard TVCs alone did not.

Integrated content is typically more impactful: Sponsorships with integrated content (ie product placements) generated more uplift in key metrics than other elements (TVCs and sponsorship bumpers) because viewers pay more attention to brands in content than ads.

More on this story

Source: WARC
Published: Sept 2023
Based on study of 2,200 Australian TV viewers aged 18-69, 8 brands & 64 ad assets: Full Article Here
More on TV Sponsorships here


CURRENT LIVE SPONSORSHIP OPPORTUNITIES INCLUDE: From Channel 4: Tasteful Living, E4 Everyday Entertainment, E4 Channel Partnership, Showcase drama, HGTV Channel Partnership. From Sky / Channel 5: Gardening Weather Report 2024; European Rugby on TNT Sports 2023/2024; Sky Sports News (various time slots). Plus lots more opportunities to tailor to your business. Interested? Contact Us

Latest Research on Impact & Effectiveness of TV Programme Sponsorships

TELEVISION ADVERTISING

Dec 2023

Q5 in advertising typically relates to the period immediately after Christmas into January. Historically in  the television and digital advertising sectors, we've seen ad prices fall in this period when some advertisers slow spend after the spending frenzy of November, Black Friday and the run up to Christmas. And we have seen the 26 December to 3 January as a particular hot spot for return on ad investment with many people not working and having time on their hands - and therefore consuming media.


Here are some themes and opportunities for you to consider how you should think about Q5:


	
	New Year's Resolutions and Fresh Starts: Q5 marks the beginning of the calendar year, making it an opportune time for advertisers to tap into the audience's motivation for New Year's resolutions and fresh starts. Campaigns that align with health, wellness, personal development, and lifestyle changes can resonate well during this period.
	
	
	Time on Hands: we have seen the 26 December to 3 January as a particular hot spot for return on ad investment with many consumers not working and having time on their hands - and therefore consuming media. Advertisers are encouraged to consider this period as an ideal time to promote products and services, leveraging the increased media consumption potential.
	
	
	Spring Season and Renewal Themes: as we move beyond January, we look forward to the arrival of spring, providing advertisers with an opportunity to incorporate themes of renewal, freshness, and new beginnings into their marketing campaigns. Products and services associated with springtime activities, outdoor pursuits, travel, and home improvement can be highlighted.
	
	
	Clearance Sales and Promotions: early New Year is a historically strong time to implement clearance sales and promotions. This strategy helps clear out existing inventory, attract budget-conscious consumers, and create excitement around discounted offerings.
	


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In summary, the period 26 December through into February offers advertisers some unique seasonal opportunities, leveraging the momentum of the new year, consumer spending patterns, and seasonal themes to create impactful and targeted marketing campaigns.

Q5 - When Ad Prices Fall & Why Advertisers Need To Get Onboard

MARKETING EFFECTIVENESS

Dec 2023

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