November 2017

IS ADVERTISING REALLYDIVERSIFYING

WINNER WINNER CHRISTMAS DINNER

THE IAB GOLD STANDARD MAKING DIGITAL SUSTAINABLE

WHATrsquoS UP HIGHLIGHTS FROM THE UPFRONTS SEASON

FACING THE FACTS FACEBOOKrsquoS ALGORITHM

CHANGES

WHY FULL MOTION IS WORTH A SECOND

(AND A HALF) LOOK

IS ADVERTISING REALLY DIVERSIFYING

2017 has given us a female Doctor Who a mixed-racemodel on the cover of Vogue and the election of the firstopenly gay Irish Prime Minister (the fourth openly gay headof state in the world) But as the wider world looks to becatching up with the 21st Century in adland the diversitydebate rages on

Research conducted as part of our quarterly consumertracking study ndash The QT ndash identified that whilst 56 of Britsfeel the debate around diversity is more widespread thanever only 24 agree they feel represented in modernadvertising

What is particularly stark is that these figures are not drivenby the groups you would imagine feel most uninspiredMany believe steps are being taken to represent LGBT andethnic diversity disability and gender for example butattitudes to regional representation are less favourablewith only 1 of those in the North East saying they feltadvertising reflects life where they come from versus 18of Londoners This sort of London vs the rest of the UKdivide is nothing new Trinity Mirrorrsquos lsquoWhen Trust FallsDownrsquo study corroborates our findings that those outsideLondon are simply more likely to feel that brands donrsquotunderstand what itrsquos like for people living in Britain todayItrsquos not surprising from our research then that a moresignificant proportion of Londoners (one in three) believeadvertising is more progressive than wider culture

Another point of interest is age Giulietta from our follow-up qualitative focus groups on Facebook Messenger sumsit up perfectly

ldquoI think that more of a range of people are now beingshown in advertising - disabled ethnic minorities less soLGBTQ As an older woman (60) I feel the only ads I see mein are daytime ads for incontinence aids or life insuranceand it does get on my nerves a bitrdquo

Indeed only 12 of the 65+ demographic feel fairlyrepresented compared to 40 of the 18-24 cohort Notonly does this feel unfair but it also lacks business senseAfter all official figures show that one in six pensioners is amillionaire and Baby Boomers reportedly have a disposableincome superior to any other generation

So what does this mean for brands Local media andrelevant messaging can help to illustrate that yoursquore onyour customersrsquo side in a more tangible way ndash especiallyoutside the capital Being representative doesnrsquot meansacrificing being aspirational but knowing your audiencewill help Association and affiliation with progressive socialcauses can be recognisable and beneficial but brands musttake care not to simply ldquorainbow washrdquo After all two in fiveBrits (42) feel brands sometimes exploit diversity eventsBeing true to your brand and your customers is a safe placeto begin

IS ADVERTISING REALLYDIVERSIFYING

WINNER WINNER CHRISTMAS DINNER

THE IAB GOLD STANDARD MAKING DIGITAL SUSTAINABLE

WHATrsquoS UP HIGHLIGHTS FROM THE UPFRONTS SEASON

FACING THE FACTS FACEBOOKrsquoS ALGORITHM

CHANGES

WHY FULL MOTION IS WORTH A SECOND

(AND A HALF) LOOK

IS ADVERTISING REALLY DIVERSIFYING

2017 has given us a female Doctor Who a mixed-racemodel on the cover of Vogue and the election of the firstopenly gay Irish Prime Minister (the fourth openly gay headof state in the world) But as the wider world looks to becatching up with the 21st Century in adland the diversitydebate rages on

Research conducted as part of our quarterly consumertracking study ndash The QT ndash identified that whilst 56 of Britsfeel the debate around diversity is more widespread thanever only 24 agree they feel represented in modernadvertising

What is particularly stark is that these figures are not drivenby the groups you would imagine feel most uninspiredMany believe steps are being taken to represent LGBT andethnic diversity disability and gender for example butattitudes to regional representation are less favourablewith only 1 of those in the North East saying they feltadvertising reflects life where they come from versus 18of Londoners This sort of London vs the rest of the UKdivide is nothing new Trinity Mirrorrsquos lsquoWhen Trust FallsDownrsquo study corroborates our findings that those outsideLondon are simply more likely to feel that brands donrsquotunderstand what itrsquos like for people living in Britain todayItrsquos not surprising from our research then that a moresignificant proportion of Londoners (one in three) believeadvertising is more progressive than wider culture

Another point of interest is age Giulietta from our follow-up qualitative focus groups on Facebook Messenger sumsit up perfectly

ldquoI think that more of a range of people are now beingshown in advertising - disabled ethnic minorities less soLGBTQ As an older woman (60) I feel the only ads I see mein are daytime ads for incontinence aids or life insuranceand it does get on my nerves a bitrdquo

Indeed only 12 of the 65+ demographic feel fairlyrepresented compared to 40 of the 18-24 cohort Notonly does this feel unfair but it also lacks business senseAfter all official figures show that one in six pensioners is amillionaire and Baby Boomers reportedly have a disposableincome superior to any other generation

So what does this mean for brands Local media andrelevant messaging can help to illustrate that yoursquore onyour customersrsquo side in a more tangible way ndash especiallyoutside the capital Being representative doesnrsquot meansacrificing being aspirational but knowing your audiencewill help Association and affiliation with progressive socialcauses can be recognisable and beneficial but brands musttake care not to simply ldquorainbow washrdquo After all two in fiveBrits (42) feel brands sometimes exploit diversity eventsBeing true to your brand and your customers is a safe placeto begin

IS ADVERTISING REALLY DIVERSIFYING

2017 has given us a female Doctor Who a mixed-racemodel on the cover of Vogue and the election of the firstopenly gay Irish Prime Minister (the fourth openly gay headof state in the world) But as the wider world looks to becatching up with the 21st Century in adland the diversitydebate rages on

Research conducted as part of our quarterly consumertracking study ndash The QT ndash identified that whilst 56 of Britsfeel the debate around diversity is more widespread thanever only 24 agree they feel represented in modernadvertising

What is particularly stark is that these figures are not drivenby the groups you would imagine feel most uninspiredMany believe steps are being taken to represent LGBT andethnic diversity disability and gender for example butattitudes to regional representation are less favourablewith only 1 of those in the North East saying they feltadvertising reflects life where they come from versus 18of Londoners This sort of London vs the rest of the UKdivide is nothing new Trinity Mirrorrsquos lsquoWhen Trust FallsDownrsquo study corroborates our findings that those outsideLondon are simply more likely to feel that brands donrsquotunderstand what itrsquos like for people living in Britain todayItrsquos not surprising from our research then that a moresignificant proportion of Londoners (one in three) believeadvertising is more progressive than wider culture

Another point of interest is age Giulietta from our follow-up qualitative focus groups on Facebook Messenger sumsit up perfectly

ldquoI think that more of a range of people are now beingshown in advertising - disabled ethnic minorities less soLGBTQ As an older woman (60) I feel the only ads I see mein are daytime ads for incontinence aids or life insuranceand it does get on my nerves a bitrdquo

Indeed only 12 of the 65+ demographic feel fairlyrepresented compared to 40 of the 18-24 cohort Notonly does this feel unfair but it also lacks business senseAfter all official figures show that one in six pensioners is amillionaire and Baby Boomers reportedly have a disposableincome superior to any other generation

So what does this mean for brands Local media andrelevant messaging can help to illustrate that yoursquore onyour customersrsquo side in a more tangible way ndash especiallyoutside the capital Being representative doesnrsquot meansacrificing being aspirational but knowing your audiencewill help Association and affiliation with progressive socialcauses can be recognisable and beneficial but brands musttake care not to simply ldquorainbow washrdquo After all two in fiveBrits (42) feel brands sometimes exploit diversity eventsBeing true to your brand and your customers is a safe placeto begin

WINNER WINNER CHRISTMAS DINNER

52 days is a long time Wars have been won and lost in thattime Moustaches have been grown and novels have beenwritten But thatrsquos how far in advance of Christmas Argoslaunched its yuletide ad this year kicking off the festiveseason and gaining first-mover advantage with its rocket-powered sled effort But is moving early all it takes to lsquowinChristmasrsquo Or can John Lewis former IPA EffectivenessAwards Gold winner make it yet another champion year

In both cases the short answer is apparently not MampSwith its Paddington 2 tie-in ad is ruling the roost in theonline polls despite (or perhaps because of) a littlecontroversy The Telegraph Business readers areparticularly unimpressed with John Lewisrsquo Moz the Monstereffort with it only taking 1 of their vote MailOnlinereaders hand it to MampS too with 49 of the vote vs aslightly-more-generous-than-the-Telegraph 20 for JohnLewis

What about the industry view Despite a panel of RetailWeek commentators handing the crown to John Lewis aTwitter poll by the editor George MacDonald also awardsthe lsquowinningestrsquo tag to MampS

Despite buzz frequently translating into success howeverall that ultimately matters is a campaignrsquos effectivenessboth in terms of short-term sales activation and longer-term brand health metrics ndash and itrsquoll be some time beforeanyone really knows whorsquos actually won Wersquore lookingforward to the IPA Effie entries though thatrsquos for sure

So what to do if yoursquore an advertiser who canrsquot hope tocompete with pound20m+ Christmas ad budgets Well for oneof our clients for the second year running wersquoverecommended holding back from releasing their ad until itrsquosactually Christmassy enough ndash a strategy they employedlast year to great effect The lesson here is to thinkdifferently about occasion-based campaigns Most of theretail heavyweights have gone out within a few days of eachother in early November some time before the majority ofpeople actually start Christmas shopping

Dominic Mills agrees In his latest Mediatel column he saysldquoThere are I think three dangers here for advertisers oneconsumers are fed upbored with their ads by the time thereal sales war is on themhellip two theyrsquore drowning eachother out or three theyrsquove run out of media cash andtheyrsquoll have to raid the back of the sofa for some extraEither way their chances of being top of mind arediminished by the time the real shopping season is on us ldquo

Going ahead of peak season to establish a lsquodestination ofchoicersquo position with consumers might work withgargantuan media budgets at your disposal but for smallerplayers yoursquore simply going to be drowned out We believeit can be much more effective to concentrate yourresources when the greatest volume of your audience arein-market And this is something that holds true all yearround A well-thought out media strategy should be thedifference between an lsquookrsquo and an lsquoincrediblersquo Christmas

THE IAB GOLD STANDARD MAKING DIGITAL SUSTAINABLE

Digital ad spend has sky rocketed over the last few yearsand shows no signs of slowing down any time soonMaintaining this exponential growth has been of keyimportance for those in the world of digital media butthere are growing fears that while spend is increasing thequality of digital ads are not Thus for 2018 the focus ofthe Internet Advertising Bureau (IAB) is less about growingdigital further and more about improving its sustainability

The IAB frequently publishes eye-watering spend figures forthe digital ad world and its H1 summary was no exceptionwith a reported pound675 million year-on-year digital spendincrease to pound556 billion This represents a 138 rise withmost of this increase driven by spiralling mobile budgets (uppound655m to pound237bn) However these reports are paired witha rise in ad blocking lingering problems of fraud andgrowing consumer frustration with intrusive formats Asdigital takes ever increasing proportions of clientsrsquo mediabudgets the challenge has been to stop it becoming its ownworst enemy to keep spend growing as digital advertiserswe need to ensure we are spending responsibly

Accordingly the IAB has published its Gold Standard fordigital media planning a series of best-practice initiativesthat will keep digital growing in the years to comeGuidance ranges from supplier-side tech implementationsto guides for creatives to ensuring brand safety The stepsinclude

Reducing fraud through the adstxt initiative Adstxt is amechanism on websites that allows the owners of contentto declare who is allowed to sell inventory It means thatwhen we see ads for sale programmatically we can be sure

that the ad we are buying is legitimate which in turn goessome way to stopping rogue traders profiting fromcounterfeit inventory

LEAN Principles from the Coalition for Better AdvertisingLEAN is an acronym used to represent best practice interms of digital ad specs Light file sizes and strict controlson data Encrypted Ad Choices logo and Non-intrusiveTogether this adds up to a better user experience ads loadfaster users know why the ad has been served to them theads are non-invasive

Never use the 12 bad ads There are 12 ad formats thatshouldnrsquot be on any media plan ndash the key ones are pop-upsand auto-play sound-on video

Working with JICWEBS This is a series of principles tofollow that will secure a safer environment for onlineadvertising placements by certifying vendors and content

All in all these steps work towards the goal of makingdigital ads safer for brands to buy and better for the usersthey are being served to Essentially the key messages arearound due diligence ndash being sure of the ads you are buyingndash and perspective ndash considering whether as a user youwould be happy if you were served this ad in this manner

WHATrsquoS UP HIGHLIGHTS FROM THE UPFRONTS SEASON

Nothing signifies the drawing to the end of another year inTV media more than upfronts season This monthChannel 4 and ITV hosted the industry to look back over thesuccesses of the past year and reveal whatrsquos to come in2018 From ITVrsquos glitzy Gala hosted by Emma Willis toChannel 4 treating guests to a nightwith4 audiences weretreated to comic interviews celebrity performances(including appearances from Jennifer Hudson and CraigDavid) and some insight into the minds of TVrsquosbiggest players

ITV kickstarted the festivities with their annual Gala hostedat the London Palladium Looking back at 2017 the star ofthe show was the phenomenal success of Love Island Thesegment presented by Love Island narrator Iain Stirlingcovered how the showrsquos highs and lows captivated youngeraudiences making ITV2 the top performing channel for 16-34 year-olds and lsquo100 their type on paperrsquo

Programming was a hot topic for ITV from returningfavourites Dancing on Ice to their 2018 focus on drama Q1will see the release of Next of Kin starring Jack Davenportand Emmy Award winner Archie Panjabi and Trauma whilelater in the year an epic new adaptation of Vanity Fair willbe hitting TV screens

The following week saw medialand descend uponShoreditch for a night with Channel 4 The night was kickedoff by Jonathan Allen as he introduced and interviewedAlex Mahon the new Chief Executive of Channel 4 ndash and hisnew boss The bulk of the presentation focused onprogramming for the coming year new original comedy(Lee and Dean) questionable reality TV (5 Hotel)returning formats (Ackley Bridge) and new dramas (Kiri)

The biggest announcement came from both ITV andChannel 4 however as they announced their plans topartner with Sorenson Media to look at bespoke targetingsolutions across smart TVs ndash their answer to Skyrsquos AdSmartproposition While it has been rumoured that bothsaleshouses are in ongoing conversations with SkyAdSmart this would be an independent step forward andcreate competition within the market where previouslythere has been none

While the development of data-driven TV targeting forboth Channel 4 and ITV is in the early stages and will onlyprogress over the next year what is certain is that bothchannels have put significant investment behindprogramming to ensure another successful year

Also joining upfronts season this year was YouTube ItsBrandcast event kicked off with the Samba dancers and ashowcase of some of the best content and advertising ofthe year The party atmosphere was soon tempered asRonan Harris took to the stage the event hosted just oneweek after The Times had gone live with another exposeacuteinto advertising on the platform meaning the brand safetyissue was one that couldnrsquot be ignored He was quick topoint to improvements in the automated detection ofinappropriate content on-going consultation with the fourindustry bodies and work being done to switch offoffensive comments on videos but the room was left withthe feeling that this was very much a work in progress

Highlights included a focus on investment in longer-formpremium content and series-length shows but despiteimpressive speeches from Content Creators and a guestturn from Kurupt FM and Craig David (again) they couldnrsquotquite re-re-wind the clock to wipe the brand safetyconcerns aside

FACING THE FACTS FACEBOOKrsquoS ALGORITHM CHANGES

Facebookrsquos experiments with its newsfeed are a reminderthat both publishers and brands canrsquot take organic reach forgranted on social platforms

Last month in response to user feedback Facebookintroduced the Explore feed a newsfeed separate from thedefault newsfeed as part of an initiative to separatelsquoPersonalrsquo posts from lsquoPublicrsquo posts from news brandsHowever in six of its smaller markets Facebook went astep further and removed all organic posts from theoriginal newsfeed meaning all organic posts from newsorganisations and other brands were now lsquohiddenrsquo in thenew Explore feed

The change saw organic reach on Facebook for some of theleading news publishers in these territories fall by 60-80This move has prompted fears in the region about freedomof the press and has rung alarm bells more locally aboutthe threat this could pose to news businesses who rely to agreater or lesser extent on traffic from FacebookUnsurprisingly this change did not affect paid posts raisingthe prospect of more spend having to be allocated topromote posts that would have previously achieved goodorganic reach Facebook has made it clear for some timethat in future brands can expect to assume their organicreach on the platform will fall to zero However this movealso raises the same question about third-party influencersand news publishers that brands use to reach theiraudience organically on Facebook-owned platforms

As it stands the Facebook algorithm heavily favours paidcontent to the extent that influencers are struggling toreach new audiences even when the quality of the contentand engagement is high If Facebook rolls out this updateglobally this could spell the end of organic reach on theplatform For a company that promises to put userexperience first serving people content based on the spendbehind it rather than its engagement or relevance couldbackfire The benefit of organic branded content is itsnative seamless approach to getting users attention and thequality of the content itself If spend has to be taken awayfrom content creation and moved into media spend thenboth brands and the audience will miss out

This is a reminder if one were needed that brands andinfluencers should invest in their owned assets becausethey risk having the carpet pulled from under them if theyspend too much time building a profile on Facebook

WHY FULL MOTION IS WORTH A SECOND (AND A HALF) LOOK

New research by Neuro-Insight on behalf of Ocean Outdoorhas found that full motion digital out-of-home (DOOH) candeliver 25 times the impact of equivalent static sites

The neuroscience study shows how full motion DOOHdelivers an experience that appropriates the traditionalbrand-building role of television and can amplify the impactof online advertising

Building on previous neuroscience studies Oceanhypothesised that full motion DOOH would play a similarrole to television in helping to build brand equity and createstrong emotional associations for brands and that as partof a linked campaign it could prime the brain to respondmore strongly to brand communication in an onlineenvironment

What was learnt and what it means

Full motion outperforms static DOOH is 25 times moreimpactful than equivalent static sites Full motion DOOH iscomparable to television in its brand-building impact

Full motion DOOH builds brands Full motion sites canextend the reach of a television campaign whilst elicitingequally strong and positive responses

Online video translates to DOOH Short-form online videocontent performs better on DOOH than it does in an onlinecontext DOOH can add a brand-building dimension tocontent which online tends to play more of an activationrole

DOOH amplifies online impact Full motion DOOH primesthis content to perform better when seen online Onlineshort-form video campaigns will perform better if fullmotion DOOH is included as part of the media plan

The study demonstrated that full motion DOOH delivers abrain response that is comparable to that of televisionadvertising and works in a similar way delivering multiplebrand impacts and a strong emotional response - thecomponents that have been shown to contribute to real-world sales impact

It can also work as an effective delivery mechanism forshort-form online content and as part of a linked campaigncan prime the brain to respond more strongly to that samecontent when viewed online

THE STORIES THAT LIT UP OUR MEDIA WORLD THIS MONTH

Facebook and Apple are set to initiate plans to invest inoriginal TV content in an attempt to compete withstreaming services from Google Amazon and Netflix Applehas recently recruited Channel 4rsquos chief creative officer JayHunt as creative director of its Worldwide video group inEurope in an attempt to coalesce its linear and non-linearprogramming Yet again TV has shown its vast influencewith leaders of online and mobile content showing awillingness to venture into a marketplace that advertiserswould have previously suggested to be their rival In futurewe are likely to see companies make more of these types ofmoves as societyrsquos hunger for new and original TV contentcontinues to grow

The division of The Guardian that is responsible forbranded content Guardian Labs is launching a newBusiness to Business section (B2B) supported by ThomsonReuters Facebook and the Post Office Guardian Labs hasdedicated an editorial team to the management ofselected news and features from across The Guardian torun alongside pieces that are funded by advertisersmediaowners This new style of feature writing is set to sparkconversation about brands amongst the businesscommunity via articles videos and podcasts For the201617 financial year the Guardian reported a pound447mnet loss so a move like this is an interesting attemptat expanding its existing portfolio to implement adrive in revenue

Video content streaming platform Amazon Prime Video hasrecently won the distribution rights for all ATP World Tourtennis events until 2023 Amazon Prime Video customerswill now have access to all 37 ATP world tour events in theperiod of 2019 to 2023 In addition to this customers willreceive full on demand access to highlights pressconferences and additional original content for no extracost This is not the first we have seen of digital platformspurchasing rights to live sport Earlier this year Facebookpurchased the rights to the UEFA Champions League201718 football season in a deal with Fox Sports to allowfootball fans in the US live coverage of matches throughsocial media

Programmatic trading is predicted to reach 67 of thedigital display market in 2018 according to ZenithCurrently in 2017 59 of all digital display ads areprogrammatic with the UK market even higher at 77and predicted to reach just under the 90 mark in 2018The findings are a reflection of the growing trend ofagencies using programmatic to produce intelligenttargeting to advertise premium content rather than theprevious use of the tool as a method of hastily pushingoutdated inventory The proliferation of programmatictrading in digital display ads is likely to impact on manyother sectors such as outdoor cinema radio and TV

HARRY amp MEGHAN

BITCOIN

DX3

BLACK FRIDAY

AUTUMN BUDGET JOKES

YOUTUBE

WHATrsquoS UP HIGHLIGHTS FROM THE UPFRONTS SEASON

Nothing signifies the drawing to the end of another year inTV media more than upfronts season This monthChannel 4 and ITV hosted the industry to look back over thesuccesses of the past year and reveal whatrsquos to come in2018 From ITVrsquos glitzy Gala hosted by Emma Willis toChannel 4 treating guests to a nightwith4 audiences weretreated to comic interviews celebrity performances(including appearances from Jennifer Hudson and CraigDavid) and some insight into the minds of TVrsquosbiggest players

ITV kickstarted the festivities with their annual Gala hostedat the London Palladium Looking back at 2017 the star ofthe show was the phenomenal success of Love Island Thesegment presented by Love Island narrator Iain Stirlingcovered how the showrsquos highs and lows captivated youngeraudiences making ITV2 the top performing channel for 16-34 year-olds and lsquo100 their type on paperrsquo

Programming was a hot topic for ITV from returningfavourites Dancing on Ice to their 2018 focus on drama Q1will see the release of Next of Kin starring Jack Davenportand Emmy Award winner Archie Panjabi and Trauma whilelater in the year an epic new adaptation of Vanity Fair willbe hitting TV screens

The following week saw medialand descend uponShoreditch for a night with Channel 4 The night was kickedoff by Jonathan Allen as he introduced and interviewedAlex Mahon the new Chief Executive of Channel 4 ndash and hisnew boss The bulk of the presentation focused onprogramming for the coming year new original comedy(Lee and Dean) questionable reality TV (5 Hotel)returning formats (Ackley Bridge) and new dramas (Kiri)

The biggest announcement came from both ITV andChannel 4 however as they announced their plans topartner with Sorenson Media to look at bespoke targetingsolutions across smart TVs ndash their answer to Skyrsquos AdSmartproposition While it has been rumoured that bothsaleshouses are in ongoing conversations with SkyAdSmart this would be an independent step forward andcreate competition within the market where previouslythere has been none

While the development of data-driven TV targeting forboth Channel 4 and ITV is in the early stages and will onlyprogress over the next year what is certain is that bothchannels have put significant investment behindprogramming to ensure another successful year

Also joining upfronts season this year was YouTube ItsBrandcast event kicked off with the Samba dancers and ashowcase of some of the best content and advertising ofthe year The party atmosphere was soon tempered asRonan Harris took to the stage the event hosted just oneweek after The Times had gone live with another exposeacuteinto advertising on the platform meaning the brand safetyissue was one that couldnrsquot be ignored He was quick topoint to improvements in the automated detection ofinappropriate content on-going consultation with the fourindustry bodies and work being done to switch offoffensive comments on videos but the room was left withthe feeling that this was very much a work in progress

Highlights included a focus on investment in longer-formpremium content and series-length shows but despiteimpressive speeches from Content Creators and a guestturn from Kurupt FM and Craig David (again) they couldnrsquotquite re-re-wind the clock to wipe the brand safetyconcerns aside

FACING THE FACTS FACEBOOKrsquoS ALGORITHM CHANGES

Facebookrsquos experiments with its newsfeed are a reminderthat both publishers and brands canrsquot take organic reach forgranted on social platforms

Last month in response to user feedback Facebookintroduced the Explore feed a newsfeed separate from thedefault newsfeed as part of an initiative to separatelsquoPersonalrsquo posts from lsquoPublicrsquo posts from news brandsHowever in six of its smaller markets Facebook went astep further and removed all organic posts from theoriginal newsfeed meaning all organic posts from newsorganisations and other brands were now lsquohiddenrsquo in thenew Explore feed

The change saw organic reach on Facebook for some of theleading news publishers in these territories fall by 60-80This move has prompted fears in the region about freedomof the press and has rung alarm bells more locally aboutthe threat this could pose to news businesses who rely to agreater or lesser extent on traffic from FacebookUnsurprisingly this change did not affect paid posts raisingthe prospect of more spend having to be allocated topromote posts that would have previously achieved goodorganic reach Facebook has made it clear for some timethat in future brands can expect to assume their organicreach on the platform will fall to zero However this movealso raises the same question about third-party influencersand news publishers that brands use to reach theiraudience organically on Facebook-owned platforms

As it stands the Facebook algorithm heavily favours paidcontent to the extent that influencers are struggling toreach new audiences even when the quality of the contentand engagement is high If Facebook rolls out this updateglobally this could spell the end of organic reach on theplatform For a company that promises to put userexperience first serving people content based on the spendbehind it rather than its engagement or relevance couldbackfire The benefit of organic branded content is itsnative seamless approach to getting users attention and thequality of the content itself If spend has to be taken awayfrom content creation and moved into media spend thenboth brands and the audience will miss out

This is a reminder if one were needed that brands andinfluencers should invest in their owned assets becausethey risk having the carpet pulled from under them if theyspend too much time building a profile on Facebook

WHY FULL MOTION IS WORTH A SECOND (AND A HALF) LOOK

New research by Neuro-Insight on behalf of Ocean Outdoorhas found that full motion digital out-of-home (DOOH) candeliver 25 times the impact of equivalent static sites

The neuroscience study shows how full motion DOOHdelivers an experience that appropriates the traditionalbrand-building role of television and can amplify the impactof online advertising

Building on previous neuroscience studies Oceanhypothesised that full motion DOOH would play a similarrole to television in helping to build brand equity and createstrong emotional associations for brands and that as partof a linked campaign it could prime the brain to respondmore strongly to brand communication in an onlineenvironment

What was learnt and what it means

Full motion outperforms static DOOH is 25 times moreimpactful than equivalent static sites Full motion DOOH iscomparable to television in its brand-building impact

Full motion DOOH builds brands Full motion sites canextend the reach of a television campaign whilst elicitingequally strong and positive responses

Online video translates to DOOH Short-form online videocontent performs better on DOOH than it does in an onlinecontext DOOH can add a brand-building dimension tocontent which online tends to play more of an activationrole

DOOH amplifies online impact Full motion DOOH primesthis content to perform better when seen online Onlineshort-form video campaigns will perform better if fullmotion DOOH is included as part of the media plan

The study demonstrated that full motion DOOH delivers abrain response that is comparable to that of televisionadvertising and works in a similar way delivering multiplebrand impacts and a strong emotional response - thecomponents that have been shown to contribute to real-world sales impact

It can also work as an effective delivery mechanism forshort-form online content and as part of a linked campaigncan prime the brain to respond more strongly to that samecontent when viewed online

THE STORIES THAT LIT UP OUR MEDIA WORLD THIS MONTH

Facebook and Apple are set to initiate plans to invest inoriginal TV content in an attempt to compete withstreaming services from Google Amazon and Netflix Applehas recently recruited Channel 4rsquos chief creative officer JayHunt as creative director of its Worldwide video group inEurope in an attempt to coalesce its linear and non-linearprogramming Yet again TV has shown its vast influencewith leaders of online and mobile content showing awillingness to venture into a marketplace that advertiserswould have previously suggested to be their rival In futurewe are likely to see companies make more of these types ofmoves as societyrsquos hunger for new and original TV contentcontinues to grow

The division of The Guardian that is responsible forbranded content Guardian Labs is launching a newBusiness to Business section (B2B) supported by ThomsonReuters Facebook and the Post Office Guardian Labs hasdedicated an editorial team to the management ofselected news and features from across The Guardian torun alongside pieces that are funded by advertisersmediaowners This new style of feature writing is set to sparkconversation about brands amongst the businesscommunity via articles videos and podcasts For the201617 financial year the Guardian reported a pound447mnet loss so a move like this is an interesting attemptat expanding its existing portfolio to implement adrive in revenue

Video content streaming platform Amazon Prime Video hasrecently won the distribution rights for all ATP World Tourtennis events until 2023 Amazon Prime Video customerswill now have access to all 37 ATP world tour events in theperiod of 2019 to 2023 In addition to this customers willreceive full on demand access to highlights pressconferences and additional original content for no extracost This is not the first we have seen of digital platformspurchasing rights to live sport Earlier this year Facebookpurchased the rights to the UEFA Champions League201718 football season in a deal with Fox Sports to allowfootball fans in the US live coverage of matches throughsocial media

Programmatic trading is predicted to reach 67 of thedigital display market in 2018 according to ZenithCurrently in 2017 59 of all digital display ads areprogrammatic with the UK market even higher at 77and predicted to reach just under the 90 mark in 2018The findings are a reflection of the growing trend ofagencies using programmatic to produce intelligenttargeting to advertise premium content rather than theprevious use of the tool as a method of hastily pushingoutdated inventory The proliferation of programmatictrading in digital display ads is likely to impact on manyother sectors such as outdoor cinema radio and TV

HARRY amp MEGHAN

BITCOIN

DX3

BLACK FRIDAY

AUTUMN BUDGET JOKES

YOUTUBE

FACING THE FACTS FACEBOOKrsquoS ALGORITHM CHANGES

Facebookrsquos experiments with its newsfeed are a reminderthat both publishers and brands canrsquot take organic reach forgranted on social platforms

Last month in response to user feedback Facebookintroduced the Explore feed a newsfeed separate from thedefault newsfeed as part of an initiative to separatelsquoPersonalrsquo posts from lsquoPublicrsquo posts from news brandsHowever in six of its smaller markets Facebook went astep further and removed all organic posts from theoriginal newsfeed meaning all organic posts from newsorganisations and other brands were now lsquohiddenrsquo in thenew Explore feed

The change saw organic reach on Facebook for some of theleading news publishers in these territories fall by 60-80This move has prompted fears in the region about freedomof the press and has rung alarm bells more locally aboutthe threat this could pose to news businesses who rely to agreater or lesser extent on traffic from FacebookUnsurprisingly this change did not affect paid posts raisingthe prospect of more spend having to be allocated topromote posts that would have previously achieved goodorganic reach Facebook has made it clear for some timethat in future brands can expect to assume their organicreach on the platform will fall to zero However this movealso raises the same question about third-party influencersand news publishers that brands use to reach theiraudience organically on Facebook-owned platforms

As it stands the Facebook algorithm heavily favours paidcontent to the extent that influencers are struggling toreach new audiences even when the quality of the contentand engagement is high If Facebook rolls out this updateglobally this could spell the end of organic reach on theplatform For a company that promises to put userexperience first serving people content based on the spendbehind it rather than its engagement or relevance couldbackfire The benefit of organic branded content is itsnative seamless approach to getting users attention and thequality of the content itself If spend has to be taken awayfrom content creation and moved into media spend thenboth brands and the audience will miss out

This is a reminder if one were needed that brands andinfluencers should invest in their owned assets becausethey risk having the carpet pulled from under them if theyspend too much time building a profile on Facebook

WHY FULL MOTION IS WORTH A SECOND (AND A HALF) LOOK

New research by Neuro-Insight on behalf of Ocean Outdoorhas found that full motion digital out-of-home (DOOH) candeliver 25 times the impact of equivalent static sites

The neuroscience study shows how full motion DOOHdelivers an experience that appropriates the traditionalbrand-building role of television and can amplify the impactof online advertising

Building on previous neuroscience studies Oceanhypothesised that full motion DOOH would play a similarrole to television in helping to build brand equity and createstrong emotional associations for brands and that as partof a linked campaign it could prime the brain to respondmore strongly to brand communication in an onlineenvironment

What was learnt and what it means

Full motion outperforms static DOOH is 25 times moreimpactful than equivalent static sites Full motion DOOH iscomparable to television in its brand-building impact

Full motion DOOH builds brands Full motion sites canextend the reach of a television campaign whilst elicitingequally strong and positive responses

Online video translates to DOOH Short-form online videocontent performs better on DOOH than it does in an onlinecontext DOOH can add a brand-building dimension tocontent which online tends to play more of an activationrole

DOOH amplifies online impact Full motion DOOH primesthis content to perform better when seen online Onlineshort-form video campaigns will perform better if fullmotion DOOH is included as part of the media plan

The study demonstrated that full motion DOOH delivers abrain response that is comparable to that of televisionadvertising and works in a similar way delivering multiplebrand impacts and a strong emotional response - thecomponents that have been shown to contribute to real-world sales impact

It can also work as an effective delivery mechanism forshort-form online content and as part of a linked campaigncan prime the brain to respond more strongly to that samecontent when viewed online

THE STORIES THAT LIT UP OUR MEDIA WORLD THIS MONTH

Facebook and Apple are set to initiate plans to invest inoriginal TV content in an attempt to compete withstreaming services from Google Amazon and Netflix Applehas recently recruited Channel 4rsquos chief creative officer JayHunt as creative director of its Worldwide video group inEurope in an attempt to coalesce its linear and non-linearprogramming Yet again TV has shown its vast influencewith leaders of online and mobile content showing awillingness to venture into a marketplace that advertiserswould have previously suggested to be their rival In futurewe are likely to see companies make more of these types ofmoves as societyrsquos hunger for new and original TV contentcontinues to grow

The division of The Guardian that is responsible forbranded content Guardian Labs is launching a newBusiness to Business section (B2B) supported by ThomsonReuters Facebook and the Post Office Guardian Labs hasdedicated an editorial team to the management ofselected news and features from across The Guardian torun alongside pieces that are funded by advertisersmediaowners This new style of feature writing is set to sparkconversation about brands amongst the businesscommunity via articles videos and podcasts For the201617 financial year the Guardian reported a pound447mnet loss so a move like this is an interesting attemptat expanding its existing portfolio to implement adrive in revenue

Video content streaming platform Amazon Prime Video hasrecently won the distribution rights for all ATP World Tourtennis events until 2023 Amazon Prime Video customerswill now have access to all 37 ATP world tour events in theperiod of 2019 to 2023 In addition to this customers willreceive full on demand access to highlights pressconferences and additional original content for no extracost This is not the first we have seen of digital platformspurchasing rights to live sport Earlier this year Facebookpurchased the rights to the UEFA Champions League201718 football season in a deal with Fox Sports to allowfootball fans in the US live coverage of matches throughsocial media

Programmatic trading is predicted to reach 67 of thedigital display market in 2018 according to ZenithCurrently in 2017 59 of all digital display ads areprogrammatic with the UK market even higher at 77and predicted to reach just under the 90 mark in 2018The findings are a reflection of the growing trend ofagencies using programmatic to produce intelligenttargeting to advertise premium content rather than theprevious use of the tool as a method of hastily pushingoutdated inventory The proliferation of programmatictrading in digital display ads is likely to impact on manyother sectors such as outdoor cinema radio and TV

HARRY amp MEGHAN

BITCOIN

DX3

BLACK FRIDAY

AUTUMN BUDGET JOKES

YOUTUBE

WHY FULL MOTION IS WORTH A SECOND (AND A HALF) LOOK

New research by Neuro-Insight on behalf of Ocean Outdoorhas found that full motion digital out-of-home (DOOH) candeliver 25 times the impact of equivalent static sites

The neuroscience study shows how full motion DOOHdelivers an experience that appropriates the traditionalbrand-building role of television and can amplify the impactof online advertising

Building on previous neuroscience studies Oceanhypothesised that full motion DOOH would play a similarrole to television in helping to build brand equity and createstrong emotional associations for brands and that as partof a linked campaign it could prime the brain to respondmore strongly to brand communication in an onlineenvironment

What was learnt and what it means

Full motion outperforms static DOOH is 25 times moreimpactful than equivalent static sites Full motion DOOH iscomparable to television in its brand-building impact

Full motion DOOH builds brands Full motion sites canextend the reach of a television campaign whilst elicitingequally strong and positive responses

Online video translates to DOOH Short-form online videocontent performs better on DOOH than it does in an onlinecontext DOOH can add a brand-building dimension tocontent which online tends to play more of an activationrole

DOOH amplifies online impact Full motion DOOH primesthis content to perform better when seen online Onlineshort-form video campaigns will perform better if fullmotion DOOH is included as part of the media plan

The study demonstrated that full motion DOOH delivers abrain response that is comparable to that of televisionadvertising and works in a similar way delivering multiplebrand impacts and a strong emotional response - thecomponents that have been shown to contribute to real-world sales impact

It can also work as an effective delivery mechanism forshort-form online content and as part of a linked campaigncan prime the brain to respond more strongly to that samecontent when viewed online

THE STORIES THAT LIT UP OUR MEDIA WORLD THIS MONTH

Facebook and Apple are set to initiate plans to invest inoriginal TV content in an attempt to compete withstreaming services from Google Amazon and Netflix Applehas recently recruited Channel 4rsquos chief creative officer JayHunt as creative director of its Worldwide video group inEurope in an attempt to coalesce its linear and non-linearprogramming Yet again TV has shown its vast influencewith leaders of online and mobile content showing awillingness to venture into a marketplace that advertiserswould have previously suggested to be their rival In futurewe are likely to see companies make more of these types ofmoves as societyrsquos hunger for new and original TV contentcontinues to grow

The division of The Guardian that is responsible forbranded content Guardian Labs is launching a newBusiness to Business section (B2B) supported by ThomsonReuters Facebook and the Post Office Guardian Labs hasdedicated an editorial team to the management ofselected news and features from across The Guardian torun alongside pieces that are funded by advertisersmediaowners This new style of feature writing is set to sparkconversation about brands amongst the businesscommunity via articles videos and podcasts For the201617 financial year the Guardian reported a pound447mnet loss so a move like this is an interesting attemptat expanding its existing portfolio to implement adrive in revenue

Video content streaming platform Amazon Prime Video hasrecently won the distribution rights for all ATP World Tourtennis events until 2023 Amazon Prime Video customerswill now have access to all 37 ATP world tour events in theperiod of 2019 to 2023 In addition to this customers willreceive full on demand access to highlights pressconferences and additional original content for no extracost This is not the first we have seen of digital platformspurchasing rights to live sport Earlier this year Facebookpurchased the rights to the UEFA Champions League201718 football season in a deal with Fox Sports to allowfootball fans in the US live coverage of matches throughsocial media

Programmatic trading is predicted to reach 67 of thedigital display market in 2018 according to ZenithCurrently in 2017 59 of all digital display ads areprogrammatic with the UK market even higher at 77and predicted to reach just under the 90 mark in 2018The findings are a reflection of the growing trend ofagencies using programmatic to produce intelligenttargeting to advertise premium content rather than theprevious use of the tool as a method of hastily pushingoutdated inventory The proliferation of programmatictrading in digital display ads is likely to impact on manyother sectors such as outdoor cinema radio and TV

HARRY amp MEGHAN

BITCOIN

DX3

BLACK FRIDAY

AUTUMN BUDGET JOKES

YOUTUBE

THE STORIES THAT LIT UP OUR MEDIA WORLD THIS MONTH

Facebook and Apple are set to initiate plans to invest inoriginal TV content in an attempt to compete withstreaming services from Google Amazon and Netflix Applehas recently recruited Channel 4rsquos chief creative officer JayHunt as creative director of its Worldwide video group inEurope in an attempt to coalesce its linear and non-linearprogramming Yet again TV has shown its vast influencewith leaders of online and mobile content showing awillingness to venture into a marketplace that advertiserswould have previously suggested to be their rival In futurewe are likely to see companies make more of these types ofmoves as societyrsquos hunger for new and original TV contentcontinues to grow

The division of The Guardian that is responsible forbranded content Guardian Labs is launching a newBusiness to Business section (B2B) supported by ThomsonReuters Facebook and the Post Office Guardian Labs hasdedicated an editorial team to the management ofselected news and features from across The Guardian torun alongside pieces that are funded by advertisersmediaowners This new style of feature writing is set to sparkconversation about brands amongst the businesscommunity via articles videos and podcasts For the201617 financial year the Guardian reported a pound447mnet loss so a move like this is an interesting attemptat expanding its existing portfolio to implement adrive in revenue

Video content streaming platform Amazon Prime Video hasrecently won the distribution rights for all ATP World Tourtennis events until 2023 Amazon Prime Video customerswill now have access to all 37 ATP world tour events in theperiod of 2019 to 2023 In addition to this customers willreceive full on demand access to highlights pressconferences and additional original content for no extracost This is not the first we have seen of digital platformspurchasing rights to live sport Earlier this year Facebookpurchased the rights to the UEFA Champions League201718 football season in a deal with Fox Sports to allowfootball fans in the US live coverage of matches throughsocial media

Programmatic trading is predicted to reach 67 of thedigital display market in 2018 according to ZenithCurrently in 2017 59 of all digital display ads areprogrammatic with the UK market even higher at 77and predicted to reach just under the 90 mark in 2018The findings are a reflection of the growing trend ofagencies using programmatic to produce intelligenttargeting to advertise premium content rather than theprevious use of the tool as a method of hastily pushingoutdated inventory The proliferation of programmatictrading in digital display ads is likely to impact on manyother sectors such as outdoor cinema radio and TV

HARRY amp MEGHAN

BITCOIN

DX3

BLACK FRIDAY

AUTUMN BUDGET JOKES

YOUTUBE

HARRY amp MEGHAN

BITCOIN

DX3

BLACK FRIDAY

AUTUMN BUDGET JOKES

YOUTUBE