TV advertising is unquestionably an integral part of contemporary culture. While the British nation's appetite for quality TV ad content still exists, the way advertisers approach the consumer has had to change. Brands can’t rely on blasting out the Milk Tray ad content alongside Coronation Street in the hope that it’ll be watched by the right audience any more. The proliferation of screen devices and the rise of the always on consumer has meant that the medium needs to adapt to target consumers better, making programmatic a priority.
Programmatic TV works for everyone. Its instant and data-driven nature means broadcasters can monetise all TV inventory effectively, advertisers can improve targeting, and consumers won’t be served irrelevant content.
As it stands, programmatic TV advertising is still nascent in the UK, but the situation is different when we look further afield. The US is paving the way and there’s a lot we can learn from what’s happening across the pond.
Continue reading "Programmatic TV – learnings from the US" »
Is this the first ad that you won’t actually want to skip?
You know what it’s like, in the world of online video advertising, it’s difficult to get an audience to stick around for long enough to actually find out what product is being advertised.
But here’s a clever and ingenious solution from Geico: create an ad that you won’t want to skip.
The brand’s latest TV campaign includes a series of ads that feature the product in the first five seconds, meaning that you can’t skip it. But that’s not all, viewers are compensated for their attention with an ad that is simple, humourous and watchable – it’s win win.
Check out the first four in the series below:
Continue reading "TV/Online Ad of the Week: Geico ‘Unskippable Ads’ (USA)" »
Tiffany & Co is continuing the story of its ‘Will You?’ ad campaign, with a new TV spot featuring the same gay duo that hit the headlines earlier this year when the brand introduced a same-sex couple for the first time in its advertising history.
In January, Tiffany & Co officially launched the new ad campaign – entitled ‘Will You?’ – to promote its iconic engagement rings. The media was ablaze with stories focusing on the fact that the print ad featured a gay couple for the first time.
The new TV spot is an extension of that print ad. Created by Ogilvy & Mather, it follows the stories of various modern day couples’ marriage proposals – one of which is the love story around the real-life gay couple, who actually wed in real-life in May last year.
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There’s a chill in the air, the days are getting shorter and John Lewis has just released its 2014 Christmas campaign, which can only mean one thing: Christmas is well and truly coming…
That’s right, the eagerly-awaited John Lewis ad hit the internet yesterday and while it had a lot to live up to following last year’s Bear & Hare animated campaign, I think we can safely say it didn’t fail to deliver. Hats off to Adam&Eve/DDB, once again.
The heart-warming tale follows the story of a young boy and his penguin friend Monty. Set to the track ‘Real Love’ performed by Tom Odell, it shows the friends playing happily throughout the year until Monty becomes sad and realises he wants a companion. So, on Christmas Day, Sam gives his friend a female penguin called Mabel and the ad concludes with the strapline ‘Give someone the Christmas they’ve been dreaming of’.
Continue reading "A young boy, some snow and a penguin… It must be the new John Lewis Christmas ad!" »
Over the last 10 years, we’ve seen an explosion in the number of screens, devices and services available to watch TV, but how has this affected the way video is consumed?
Global broadcast solutions provider BroadStream has released a new infographic that looks at the changes in viewing habits over the last decade. It found that 85% of people still prefer to watch TV on the biggest screen in their home, as well as watching their favourite shows live rather than on catch-up services.
Check out the infographic below for more findings about TV viewing then and now.
Continue reading "A decade of change for TV: infographic" »
Not all advertising suits everyone’s tastes. Of course, the fact that the Advertising Standards Association (ASA) received a whopping 31,136 complaints in 2013 about 18,580 ads, says enough.
Among the top 10 most complained about ads of last year, according to ASA’s 2013 report, were three Unilever products (go Unilever, you daredevil you!). Here’s that top 10 in its all its glory…
1. VIP Electronic Cigarette – “She Wants You”
Total complaints: 937
Was it banned? Upheld in part
Continue reading "The 10 most complained about ads of 2013" »