Patrick Zinga

In the words of Dan Black, Teads’ CTV Pulse is the culmination of a deep dive into the 'shift factors' affecting consumer content consumption, marketers willingness to commit shifting ad dollars and the driving factors for agencies looking to help advertisers move into CTV. Please click on the link below and have a read. #CTV #bestinglass

11

In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

2

Nick Manning has an excellent piece (https://lnkd.in/ebjX_YUF) in The Media Leader today on how agencies make money on what I always knew as broking and which today has been relabelled 'Principal-Based Media', presumably in the hope that that makes it alright...! There's a danger that Nick's points will be dismissed by many as the mechanics of media buying, the dark arts perfected by the few in order to squeeze a better deal for their clients by the agencies. As Nick shows it's nothing of the kind. And it's far more concerning than that. If you accept that the agency can act as a broker, or reseller of media space and time then you have to accept that the media agencies doing this are no longer objective in their recommendations; that their plans are not worth the paper they're written on; and that measuring the advertising's effect by channel is no longer possible. Trading media becomes just like trading a commodity. If you think that 'media' is more than a commodity defined by largely meaningless numbers on a spreadsheet, that instead 'media' is an integral component of advertising; and that creativity and craft matter, then you can join Nick and me (and an increasingly large group of supporters from all corners of the ad business) in the 'Advertising: Who Cares?' movement, and maybe join us at our event in September. Mail me on brian@bjanda.com or Nick on nick@encyclomedia.international for more details. Geraint Davies Julia Linehan

12

1 Comment

Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

167

6 Comments

Ad budgets are tight and we are all being asked to “do more with less”. Impossible? Well, there are some things you can do. #Advertising #Marketing #Recession Maximising advertising effectiveness https://lnkd.in/embmaEUh

417

32 Comments

Has anyone spoken to you about CTV? Probably. As with anything new and shiny in media, we've all probably been guilty of running before we walk. A recent survey we conducted showed that 49% of marketers surveyed don’t understand the advantages of CTV. Right, there's work to be done then and obviously as this is LinkedIn, I have an ulterior motive.... We've produced a really good study which you can find on the link below. This report explores consumers’ and marketers’ attitudes towards CTV and reveals key insights into what motivates UK consumers to watch video content on CTV devices and engage with CTV ads. Check it out and get in touch for any CTV questions. https://lnkd.in/ewthWgE2

7

Brands can easily fall into the trap of assuming that TikTok is just for younger audiences. Those brands that consider all ages and demographics in their TikTok advertising have a chance to connect with customers that other brands are ignoring. Spark Foundry have just released their latest Insights Accelerated report where we conduct bespoke research into Diversity in Advertising, Sustainability, and Gaming & Tech. Have a look to find out more about how to engage with all audiences on TikTok as well as a wealth of other insights!

8

'Proprietary Media' (or 'Principal) is a hot potato in our industry right now. A new report from the Association of National Advertisers is a great, in-depth guide to the pros and cons, with very good recommendations for advertisers. Here I go into the cons and cons and argue that it is bad for everyone and ultimately the Media Agencies themselves. I call it 'unprincipled' media. As the WFA meets in Toronto for Global Marketer Week the health of the advertising industry should be on the agenda. Advertisers may not be able to solve issues such as climate change, but they can take actions with a more immediate impact on the well-being of the people who service their needs through how they spend their money. The news piece contains the ANA report can be found here https://lnkd.in/geKeFjBX All comments welcome, as ever.

49

12 Comments

Today's all-new Cog Blog is unusual. First it comes from two of us, myself and Nick Manning (ex Manning Gottlieb, OMD and Ebiquity). Second it's got a point to it. We are seriously worried about the threat from various quarters to the craft of advertising (creative and media) and the failure of our industry's biggest players to face up to the challenges we all face. Indeed, we suggest many are part of the problem. We've decided to do something about it and we would like as many who share our concern to join us. At the moment we are at a planning stage (as we explain in the post); how far we take this does depend on the level of support our ideas generate. We urge you to read the post; and if what we're suggesting resonates with you then let us know. Talk about it, comment, share as widely as you can. We hope this will be the start of something.

40

27 Comments

Brian Jacobs and I tend to write and talk about the same themes, so we thought it might be good to convene like-minded people to share ideas about how we Make Advertising Great Again (without the red baseball caps). We all know what the issues are so we don't need to elaborate, but we would like to discuss practical solutions. Read Brian's blog and if you're interested in being part of the discussion, our contact details are therein.

21

6 Comments

Two of the largest #retailmedia players are now reaping the Attention 👁️👁️Advantage of #directmail as part of their offsite options for CPG clients. Come and join this fantastic webinar with JICMAIL to understand why …

1

Did you know 45% of people say they are more likely to notice a catalogue sent in the post than a marketing email? If you're in the planning phase for your Christmas activity take a moment, grab a cup of tea and discover more fascinating more stats and benefits for catalogues in our blog. ➡️

2

Today's Q1 2024 @IPA Bellwether report showcases a resilient UK marketing landscape, with events and experiences remaining the standout performers with a record expansion. This resilience demonstrates businesses' strong desire to connect with customers, recognising the power of experiences to enable them to achieve this, as well as being a powerful tool to drive their bottom line. Long-term brand building should remain at the forefront amid rising promotional spending. Aligning brand experiences across the different touchpoints with core values and harnessing authentic content created from experiences fosters trust and engagement, and is crucial for navigating the dynamic marketing environment. Read the full report here: https://lnkd.in/eGTDPyN4 #ImaginationGLBL #IPABellwether #UKmarketing #brandexperience #experientialagency #creativeagency

11

Proud contributors to the latest ANA report sharing all that #Marketers need to know about #PrincipalMedia or #InventoryMedia Download the full report here ⬇: www.ana.net/principalmedia #adfraud #MediaBuying #MediaProcurement #mustread

1

N. 1 Marketing Hazard.    A couple of years ago, I took a small team  through a very involved brand planning process for a small (2% of market) brand.   Very different to what we’d done before. We did it alongside different brands for the first time.   Loads of people on Teams. Multiple agencies. Lots of market data. Lots of dissecting. Breakouts with people that didn’t know each other and not enough time to finish tasks we didn’t understand.   New words - ones you would NEVER use if a customer walked into your shop —> Leverage —> Anchor space —> Demand space —> Consumer recruitment   “In what particular part of the morning  was a particular type of consumer  who cares about one particular thing at a particular time in their life  going to drink one particular type of drink?”   Over Engineered.    I didn’t think that saying “I don’t know, they can drink it when they bloody want!” was allowed. So I tried to work it out.    You see, I’d been sucked in.  Maybe this was the grown-up way to do things. The ‘right’ way.   I questioned everything I thought I knew.  Moved all the thinking we’d done around  until I had some words on slides  that the people running the show started to nod at.   But when I presented the new strategy to the board  I had to keep looking at my slides to keep track. Because the words - were not mine.   And when I presented it back to my team, I felt myself sinking because I realised… and then a trusted peer confirmed it:   “You sound like you’ve disappeared up your own arse” 🎤 Words people don’t really say on a page in a format “everyone” puts it in does not a strategy make. The following year, we kept it simple.  Started from what we knew.  Reminded ourselves where we wanted to get to. Decided the most important things to do to get there. Wrote that down. Reviewed it monthly. 🚤 🚤 🚤 Small businesses are like speed boats, not ocean liners, or container ships, like the big ones. Do not look at them. You don’t need the kind of engineering that makes them move. I am not convinced they do but that's another story. Look at your boat. And what it needs to go faster. You know. It’s your boat.   * Do you have someone who will grab you if you start to disappear? * Day 11 of 30 days on #smallbusiness and #startups #challenger #founders #brandstrategy #freelance

26

12 Comments

Well worth a look if you're involved or interested in the evolution of CTV in the UK. Macro consumer trends, global business moves and technological changes are colliding to create huge opportunities in the CTV space. This report looks at both consumers and marketers to help brands and agencies navigate opportunities in this exciting new landscape.

12

Data is no good to you if you're not imaginative enough to use it. The most creative ideas achieve nothing if they vanish into a black hole. The odd thing about this article is that it's another one that gears up to say a creative agency is betting against the Holding Companies' big tech investments in data. However, it concludes the opposite without recognising it, with the agency using AI to brain storm and data to pick channels.

6

2 Comments

Reading ITV's latest press release the following phrase struck me: 'It (Planet V) is now the exclusive entry point for ITVX advertising, and handles over 99% of ITV’s digital ad bookings.' I have always championed self-serve ad platforms, having cut my teeth in the #Native space where self-serve was the norm, I then encountered the beast that is Meta’s ad platform. Both allowed #SME’s to flourish in the digital world where their smaller budgets often go unnoticed. There is a reason why some of the biggest #advertising businesses in the world offer self-serve and #ITV has tapped into that with an incredible £1bn in ad booking revenue in its first 4 years. Well done ITV! https://lnkd.in/eZAPvxqC.

8