One of the more interesting COVID-enforced changes over the last year has been the vast take-up of technology amongst older demographics. According to YouGov, use of Zoom by those aged 55 or over has increased from 50,000 users pre-COVID, to over 1.5million using it in the last 30 days. They are becoming increasingly adept at […]
Is your DRTV ad fit for purpose?
As the rush to take advantage of cheap TV pricing continues, it is important at this critical time to remember the basic principles of a direct response (DR) ad, even in an age of low-fi (if I see one more Zoom call spot) and homemade TV creatives. The recent return of live action filming is […]
Can multiple product ads from one brand work in the same ad break?
Recently we have had a client that is running multiple products in both similar dayparts and TV stations. All the products are financial and are aimed squarely at a 50+ audience. We have, at the client’s insistence, always tried to separate the products out into separate breaks, even though sales houses will only categorise clashes […]
TV Testing – it’s never black and white…
A client who had advertised on TV before with very mixed results (mostly bad) saw the errors of their ways and came to us to seek the true data-led path to success. The root and branch review that we carried out, not only highlighted the previous errors in media planning but also included a critique […]
Don’t be scared, it’s only TV advertising
You’re a new advertiser, your pay-per-click (PPC) spend is maxed out and you are squeezing social media for all it’s worth. You’re standing on tip toes trying to reach the last of the low hanging fruit. You’re ready for the next step and are thinking about TV. You have a potentially strong unique selling point (USP), a […]
Johnston Press re-evaluates Sky AdSmart deal
Last year, Johnston Press signed up – some say naively – Sky AdSmart to their bank of local advertisers. The deal is now under review as the regional newspaper publisher fears it is losing customers to the broadcast giant. Ashley Highfield, the Chief Executive of Johnston Press, said: “I think it is one of those […]