Rebecca Newman, Research Executive at MEC, explains how, using Media Z, the brand health study, MEC examined the characteristics of the television channels BBC Three and ITV2.
On 5 March 2014, it was announced that BBC Three would cease broadcasting on Freeview and satellite and become available online only. This is due to £100 million-worth of cuts at the corporation. This caused backlash from some viewers and a petition was set up to try to save the channel. There were 97,381 tweets (Sysomos) including the hashtag #SaveBBC3 within eight days of the announcement, signalling huge support for the campaign. BBC Three aims its content at a younger audience, those in the 16-34 year-old age group, focusing on new talent and new technologies.
This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.
Recently I logged in to Twitter and received a promoted tweet from Amazon. The tweet said "50% off today's Deal of the Day!" I clicked. Waiting for me was a product page of great deals on a clothing brand I had previously searched. There was a 50% off deal on a t-shirt. Because I have a relationship with Amazon Prime a click or two purchased that item and shipped it to my house. I clicked back in to Twitter to resume what I was doing. The whole thing took under 45 seconds.
There's no argument that programmatic advertising is a hot topic. At a packed session at Advertising Week Europe, David Tiltman, Head of Content at Warc, and Graham Wylie, Marketing Director EMEA of AppNexus, explained that they are moving the conversation on from "What is programmatic?" to why programmatic is growing so fast and how advertisers can use it most effectively for their business.
The 'why' and 'how' of programmatic is also the topic of a new AppNexus research study, launched at the event. Working with Warc, the study looks at the evolution of digital advertising and programmatic across Europe. Aiming to be one of the largest studies on programmatic yet undertaken, it explores adoption across advertisers, agencies and media. To join this important project and receive a copy of the results, please take a moment to fill in this survey.
This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.
TrinityP3, in conjunction with Warc and King Content ran a half day seminar on "How to be an effective content marketer". It was a thought-provoking afternoon attended by over 230 marketers. The proceeds ($6,000) were donated to the Charlie Teo Brain Cancer Research Trust.
Following a winter of what seemed like unbroken rain, there's been a hint of spring in the air these past couple of weeks here in the UK. And the nicer weather's been matched by increased optimism among both British economic and advertising forecasters. Official predictions for 2014 UK GDP growth were revised up to +2.7% earlier this week, suggesting that the economy will at last regain its pre-financial crisis peak this year. And official adspend forecasts from us at Warc and the Advertising Association (AA) show that growth's running at an annual rate of +5.5%.
But what's advertising's actual contribution to broader growth? Recently, the AA's been exploring these links. Advertising Pays, a Deloitte report commissioned by the AA and released in 2013, argued that each £1 invested in advertising pays back £6 in GDP; earlier this year, its follow-up, Advertising Pays 2, identified some potential drivers of future growth. When I caught up with her in London last week, Karen Fraser, the AA's strategy chief, gave me some background on these reports – starting with how small businesses remain perhaps Britain's biggest untapped advertising opportunity.
“It’s advertising, but shouldn’t act like it (even though it should definitely be labelled as such)” – Ryan Skinner, analyst at Forrester
A nascent advertising platform, native advertising is gaining an increasing amount of attention in the marcomms industry. Indeed Warc recently reported that growth in the sector is gathering pace, with Mozilla, the internet browser, joining the likes of other media owners such as Facebook, Hearst Newspapers and Pandora, the music streaming service, in developing native strategies.
So we thought it was time to take a closer look at this growing media platform.
China is the world's largest ecommerce market, having grown at 71% annually since 2009 and set to be worth $541bn by 2015. Of the country's 591 million internet users, 49% made an online purchase in 2013 – ahead of the global average of 40%. Online shoppers tend to be younger and more affluent, and enjoy the convenience of online for price comparison (a big motivator) and accessing product reviews.
This month's update leads with the seasonal clutch of predictions for the year ahead, from the likes of Aegis, Trendwatching.com and Mindshare. We also have insights on multiscreening from Admap, a round up of event reports and details of the release of our Warc Webinar collection.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
"Big Data" has evolved from a marketing buzz-phrase to a marketing cliché over recent years. But brands still have a way to go before they understand, let alone fully utilise, the potential of the datasets available to them. That was the overriding message of Blind Data, an event organised by UK commercial TV trade body Thinkbox and held in London this morning.
A view from the client-side came from Peter Duffy, marketing director at easyJet, the low-cost airline, who offered a pretty compelling case study showing how the company is using a mix of its own data and sets from external sources to optimise its media planning. And there's no reason why many of the lessons from easyJet's story aren't applicable to brands in other categories.
Yesterday I attended the annual social media breakfast organised by the UK's Direct Marketing Association (DMA), which explored the hot topic of visual storytelling using social media. Held at the London gallery owned by Getty Images, the picture service, the chair, Tim Pritchard, Head of Social Media at media agency ManningGottlieb OMD set the scene by reminding the audience of agency and brand owners that images are a gateway to consumer engagement, and that consumers are increasingly sharing brand images.
Indeed, just this week, British fashion brand, Burberry, made the headlines by achieving the most social media buzz at London Fashion Week (LFW). To achieve this,
Burberry displayed sophisticated utilisation of visual social networks such as Instagram and Pinterest to promote its presence at LFW and even promoted itself on Twitter's micro-video sharing site, Vine.