Marketing effectiveness, broadly speaking, is the measurement of how successful a strategy has been in meeting short-term and/or long-term commercial goals. When looking at the success of a marketing strategy, often brands consider return on investment in the short-term, and metrics like share of market to benchmark the success of long-term growth initiatives. Relentless development […]
Is TV viewership shifting towards subscription models?
For the first time, subscription VOD has overtaken traditional TV viewing for 35-44 year olds, in reach and time spent. Recent data published by the IPA shows a significant reduction in TV viewing for 35-44 year olds in the UK compared with 2020, whilst subscription TV saw a large increase over the same period. Both […]
What is digital audio ad fraud?
Spot advertising is growing at an impressive rate within digital radio, podcasts, and music-streaming services, due to the increase in listening over lockdown. What many advertisers do not yet appreciate, is the level of ad fraud in the industry. Digital audio listeners will spend an average of two hours and 12 minutes per day with […]
Netflix enters gaming sector as new subscribers slow
Netflix added 1.54 million users in the last quarter and has confirmed that it is moving into the gaming space. The company views gaming as a new content category, comparing it to its expansion into original films, animation, and unscripted TV. Initially, the focus will be on mobile games with the expectation of a long […]
Are Christmas campaigns too brand’y?
As the annual schmaltz-fest lumbers towards us like the randy cougar at the office party, we ask why the big retailers concentrate so hard on their brand, and not on the products that they’re selling in the lead up to Christmas? For those creative and production agencies working with one of the major retailers, ‘tis […]
Cannes ‘light bulb moment’ is embarrassment to the industry
Judges at the inaugural Cannes Lions festival proudly declared that in 2016, they shall be specifically looking to reward entries which actually worked. No more handing out of rosettes to the fattest or the best looking pigs – this year they wanted to taste the bacon, or at least see how much it sold for. […]