This post is by Keith Lammie, Regional Director at Primesight.
Can billboards change the future of Scotland forever… It was September 2013 when this conversation really began and we engaged with both the Better Together and the Yes campaigners on how we could support them and plan campaigns that would help deliver the crucial support that they both required.
Both meetings took a similar but unusual and unexpected direction where the clients themselves were convincing us, the out-of-home media owners, of all the benefits that outdoor advertising can offer and how they both must have the best locations. I guess looking back when you have two brands that are lined up for a duel on a single day and an advertising platform which is a finite resource (it's billboards not oil that I am referring to) this really starts to create a sense of urgency. Of course one major reason that the clients quoted behind their choice of outdoor was that it lives in and is owned by the community, with frames having been there sometimes for generations; with local communities witnessing for years every new soap powder, car launch or community message appearing and changing every two weeks. It would seem that the frame itself has built huge credibility of displaying messages that are believed. When you compare this opportunity of stand out and ownership with that of other media that carries content, you can start to see why outdoor is 1st on the pick list for marketing teams responsible for political campaigns.
This post is by Clare Hill from the Content Marketing Association.
The most recent ABC results are another testament to the crucial role of magazines as a medium within the content marketing discipline. As content marketing budgets increase and the importance of the value exchange between brands and consumers grows, it's an opportunity to celebrate the success of print titles in engaging millions of readers on behalf of brands.
The top three in the UK's top 100 magazines are titles from content marketing budgets – ASDA, Tesco & Morrison's – and they reach a whopping 5.2million people each month. Five out of the top 10 titles, equating to 61% of sales, are from the same budget line, while eight out of the top 15 titles also sit in the branded content category – that's a circulation figure of eight million.
In this post by Adam Smith, Futures Director at GroupM, he
predicts stately, rather than sensational, progress as the UK economy is
recovers and investment still has lost ground to make up.
Media growth for 2013 emerged 8% up, slightly ahead of our forecast which already had plenty of topspin. We know how this happened – another big digital year, and print having a slightly less lurid one – but why is harder to put a finger on.
The Guardian's Aditya Chakrabortty put it well: 'The country is richer, but its people are poorer. This now counts as a recovery.' Real Q2 GDP is likely to exceed its Q2 2008 all-time peak, but per capita it is still 7% below: in terms of spending power, the typical household is stuck in 2005.
The latest content on Warc includes analysis of the Cannes Creative Effectiveness Lions, new additions and updates to our media best practice papers and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
This article is part of the Mindshare Original Thinker Series.
Amazon has built a self-serve tool to allow advertisers to purchase ads directly from the company in real time.
The self-serve tool is for ads on Amazon owned sites and a network of third party sites served through Amazon's ad-serving platform. The tool has been in development since December 2011, although it has yet to run a campaign. According to Amazon it will gradually be extended to 'select agencies', though the exact timing has not been confirmed.
At first glance it looks like the self-serve tool could be beneficial to small advertisers with low spends that do not warrant dedicated sales teams. In the light of all the unknowns and lack of transparency into what data is shared, Mindshare recommends a wait and watch approach at this time as it eliminates the value of the agency/strategy work that we do to ensure maximum campaign success.
Data released in Warc's International Ad Forecast (IAF) last month show that TV, as a medium for advertising expenditure, is in robust health. What is more, expenditure will rise over the forecast period: we expect TV adspend in our 12 key markets to grow 4.6% on a PPP basis this year to total PPP159bn. A further 2.8% rise is forecast for 2015.
PPPs are a good gauge for comparing different markets as they show the rate at which the currency of one country would have to be converted into that of another country to buy the same amount of goods and services in each. A common example is the price of a hamburger: in London, it may cost £2, while in New York the same hamburger may be $4. This would imply a PPP exchange rate of 1 pound to 2 US dollars. Consequently, market exchange rates are taken out of the equation, and a clearer comparison can be made.
After recording a dip in advertising spend in 2013, radio has started the year positively, according to the latest data from the Advertising Association/Warc Expenditure Report.
Traditional radio adspend (excluding branded content) totalled £426m in 2013, marking a 2.9% fall year-on-year and some £120m less than its peak nine years ago. In real terms (after accounting for inflation) the 2013 total was £337m, and representative of a 5.3% annual decline at 2005 prices.
But this looks set to change in 2014. Data show that radio adspend has started this year strongly, rising by 5.7% in Q1 compared with last year to £113m. This rate of growth is greater than the all-media total of 5% for Q1, suggesting things are looking up for the sector.
Sometimes the answer to your media question is hiding in plain sight. Well the campaigns that follow have moved beyond the traditional versus digital/social media debate and used an ubiquitous yet unexpected object to carry their brand message.
And once people's attention had been grabbed, they used some more familiar media to drive their business goals.
Warc subscribers can click through to read the full case studies, read more case studies from the North American Effies, Cannes Lions and UK APG awards, or explore our case finder and index tools.
The latest content on Warc includes a detailed look at creating a "mobile first" strategy, ad research papers from the ARF's Re:Think event, insights on Latin America and a range of reports from conferences around the world. There's also news on the Warc Prize for Innovation 2014 which is now open for entries.
As industrialist John Wanamaker famously put it: "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
A fast moving, ever-evolving media landscape means brands have a plethora of media platforms to choose from to engage with their consumers and prospective customers. But an abundance of choice has made once relatively straightforward budget allocation decisions all the more challenging. Reaching the right consumer, with the right message at the right time, in the right environment has never been more complicated.
So which media channel will generate optimum ROI? We've dug into Warc's database of cases, articles and research papers to find some answers – and found two different approaches based around the 2010 World Cup, one of the biggest "brand events" there is.