Posts Tagged: Advertising

Keeping safe and social

This
week the IAB hosted an event on ‘How to be safe and social’ to explore
how brands and consumers are protected when engaging in social media. This
follows research from the IAB and ISBA that found that only 55% of UK
brands currently have a social media policy with many also cautious about
the perceived lack of control they face when using social and embarking upon
real-time conversations with consumers.

Read more on Keeping safe and social…

ITV to lose the ‘nasty horrible face’ of Gary Digby

Today’s news that ITV’s
sales boss Gary Digby is be replaced at the broadcaster by Channel 5’s
Kelly Williams
, courtesy of Maisie McCabe, has ensured 2011 gets off to a
flier.

The new
look ITV, led by chief executive Adam Crozier and chairman Archie Norman, but
still housing Peter Fincham, is starting to take an exciting new shape.

Digby joined ITV Sales as sales director when it was being run by Graham
Duff in December 2003. Prior to joining the broadcaster he had been managing
director of what was then Carlton Sales.

By the time he was made head of ITV advertising sales in 2005, Digby
reputation’s as the company rottweiler was already firmly in place.

“I’m the nasty horrible face of ITV that will go and beat all of our
customers up and hold a gun to their head and make them spend money,” he
jokingly told the Guardian at the time, but for some agencies it was
close to the bone.

Both ITV and Digby have been round the block a few times since then, but most
agencies will still attest the sales leader is as ferocious and astute an
operator as ever.

Andy Jones, chief executive
of UM London,
who has known Digby for most of both their working lives, is sure he will move
on to his next challenge.

“Gary is never
capable of mellowing. He is as professional and uncompromising today as he’s
always been,” he says.

“ITV has always had plenty of figureheads and ambassadors, but Digby’s never
been one of them. His job has been to get the work done, and at doing that he’s
been one of the very best.

“He’ll be missed, but it’s a great opportunity for Williams.”

Read more on ITV to lose the ‘nasty horrible face’ of Gary Digby…

Murdoch, I-Level and… Claudine dominate media in 2010

Vince Cable pictured in The Independent


In terms of
commercial media, 2010 was always going to be dominated by one man and one
company: Rupert Murdoch, News Corporation.

From the
outset we expected paywalls and bundled content offerings (Alesia) to be the
order of the day, but no one could have foreseen just where we find ourselves
today.

Read more on Murdoch, I-Level and… Claudine dominate media in 2010…

Do advertisers want to be in Times paywall club?

Hollywood’s take on the relentless rise of Facebook in The Social
Network is set to pass a milestone of its own this week, when UK box office
takings top £10 million.

It’s still got some way to go to push 2009 blockbuster Avatar (£90m), but
double-digit millions is good going for any film in little old Blighty.

Fiction or not, the fact that David Fincher’s simple and rather contrived plot
makes a plausible story says something about the value people place – or at
least imagine others place – on being seen to be in the right club.
The desire to be part of the right crowd is presented as the driving force
behind Facebook’s real-life founder Mark Zuckerberg, and it got me thinking
about News International’s paywall experiment.

It’s been less than three weeks since News
International offered the first hint as to the impact its online subscription
strategy is having on sites for the Times and Sunday Times
, and plenty of
questions remain.

Understandably there’s been frustration at the lack of transparency regarding
the actual number of paying subscribers.

Read more on Do advertisers want to be in Times paywall club?…

GroupM to forecast 4% lift in UK ad spend for 2011

Crystal Ball
It’s coming
to that time of the year again when crystal balls are dusted off and the
world’s media powerhouses pool their internal insights to give us their best
predictions for the coming year.

Read more on GroupM to forecast 4% lift in UK ad spend for 2011…

Why News Corp really pulled the plug on Project Alesia

News Corporation has been
forced to abandon plans for its eagerly anticipated digital news platform, part
of the company’s so called ‘Project Alesia’ initiative, citing runaway costs.

As we revealed this morning, bean-counters at Rupert Murdoch’s media conglomerate
have decided to pull the plug on the year-long activity when it was
expected to be finalised.

The decision is said to be
absolute: this is not a delay, or grand standing or being placed on hold; this
an entire, dedicated News Corp UK
operation being dismantled just days before a product was due to go to market.

So what’s going on at
the media conglomerate?

Read more on Why News Corp really pulled the plug on Project Alesia…

Diversity of advertiser solutions means online offers something for everyone

Online advertising in the UK continues to grow, this time to just under £2 billion for the first half of 2010. Exciting, but this growth isn’t the real story. The most interesting thing is that the latest IAB / PwC figures show that digital advertising offers the advertiser a really broad range of advertising solutions – meaning that it can accommodate the needs and objectives of any marketing campaign – from direct response to brand building.

Read more on Diversity of advertiser solutions means online offers something for everyone…

Good for the consumer, good for business: why it is right to extend digital media self-regulation

Earlier this week the Advertising Standards Authority (ASA) announced its intention to extend its self-regulatory digital media remit from 1 March 2011. This will cover business’ own marketing communications on their own websites as well as in other non paid-for space under an advertiser’s control, such as social networking sites. All paid-for digital advertising, such as PPC search, display and (commercial) classified, is already covered by robust rules to protect consumers and promote trust within the sector.

Read more on Good for the consumer, good for business: why it is right to extend digital media self-regulation…

Online video content a top priority

If there’s one obvious trend across the web, it’s the move to premium video content bymost major publishers, often those with a traditionally static offering.For instance, News of the World hasannounced it will be moving behind a paywall with exclusive video content as its biggest draw (source, NMA).

News of the World joins revamped sites like BBC News, AOL, CBS, IGN, Microsoft and many, many more that are forcing their video content to the forefront of their offerings – no doubt driven by the huge demand from their users.

One look across the homepages of these sites and you’ll find video content immediately, now in many cases with “top 10” most watched videos alongside most read articles.

Over the next 6 months I predict that you will start to hear far more announcements from major publishers about video content becoming a top priority for them. For brands, this is fantastic news because there are far more places to run your pre-roll ads against high quality content.

In the US, video advertising is booming with 3.6 billion online video ads watched in July this year, reaching almost half of the US population. Back in the UK and we’re in the midst of the start of our very own online video boom that’s only going to get louder.

Read more on Online video content a top priority…

Newspapers benefit from the death of God

Saturday is fast becoming the new Sunday as far as newspapers are concerned, as talk of Christ is swapped for the lure of the high street.

I was reminded about the
strength of the Saturday newspaper during an enlightening interview with the
Guardian’s Tim Brooks earlier this month
.

GNM’s affable managing
director admitted that while consumers are losing the habit of buying
newspapers in the week, many Saturday editions are more than holding their
own, both in terms of advertising and circulation.

Over the last 10 years, the once awkward Saturday editions have
filled out to now rival the long-time bloated Sunday stalwarts.

Brooks explained the key
driver has been the rise of Sunday as the big shopping day on the high street, second now only to Saturday.

And while Church attendence continues to fall (5 years of decline charted by CofE alone), marketers have switched on to the fact that they can advertise in a paper
on a Saturday and capture people before they hit the high streets on both
Saturday and Sunday.

“You have to keep your eye
firmly on what the consumer is doing,” says Brooks. “And what the consumer is
doing increasingly Monday to Friday, is losing the habit of buying a newspaper.
The reasons for that are many, and they are not reversible, certainly not by an
individual publisher.

“Weekends are different.
People view newspaper reading at the weekend, partly at least as a reward to
themselves at the end of a busy week, and they enjoy the amplitude of print at
the weekend.”

Read more on Newspapers benefit from the death of God…