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 […]
ARM Blog
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 […]
Amazon acquires Sizmek
News broke recently that Amazon has bought Sizmek Ad Server after the latter had filed for bankruptcy earlier this year and had been looking for about $30 million for the ad serving technology. Amazon has bought both the ad server and their dynamic creative optimisation suite (DCO) which is a tool that helps personalise ads […]
The impact of TV creatives on campaign performance
We are often asked by our clients in strategy reviews: “Is it time for a new creative?” This is a sensible question to ask at regular intervals, but getting the right balance in frequency of creative refresh is important. Leaving the same creative on air for too long may create wear out. If done too […]
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 […]