How much are individual TV spots worth when no-one is watching them? It’s not a trick question! The UK TV audience measurement panel, BARB, records millions of spots as ‘zero-rated’: officially, no-one is watching them. In the traditional TV trading world, they’re worth zero. Zilch. Nada. But, in Sky’s world, they’re worth much, much more… […]
ARM Blog
Making the most of your TV time-bands with breakfast
Traditionally, direct response TV (DRTV) ads air between the hours of 09:00 and 17:29 in “daytime” time-bands. However, many brands now also expand into “peak” (17:30-22:59) and “all-time” (06:00 – 29:59) as well as “breakfast” (06:00- 09:30) in order to expand their activity, reach their target audience and gain further acquisition. Breakfast is a daypart outside […]
Trivago vs. Hotels.com: Who has the most effective campaign?
This month’s Adquirer covers travel titans Trivago and Hotels.com as we delve into their campaigns and analyse how they deploy their differing creative strategies to cut through the congested travel marketplace. So, how do their approaches differ, who has the most effective and efficient campaign, and crucially, how can you apply these learnings to your […]
Seasonal media consumption and channel budget allocation
Temperatures are increasing, the days are getting longer, as the start of summer is on the horizon – but what does this mean in terms of consumer behaviour, consumer media consumption across channels and more importantly for marketers – media channel budget allocation? Despite TV being generally, the largest media consumed all year round (in […]
How the decline in kids’ impacts affects future of TV viewing
In the ongoing battle of wits between digital and TV media owners, it’s clear that the truth lies somewhere in between. Google and Facebook gladly proclaim the imminent demise of linear TV, despite often heavily advertising on TV themselves, whereas Thinkbox and its shareholders (ITV, C4, Sky, Turner and UKTV) gladly parade the fact that […]
The power of the celebrity
The use of celebrities in marketing is no new concept, with famous faces being used to help promote brands since the start of advertising. In the last couple of years however, the success of celebrity marketing has been questioned, particularly amongst brands targeting millennials. Thus, leaving brands with a potentially high risk and high cost […]
