Chris Maples

TV buying is becoming more and more about driving outcomes, as Kate Walters from ITV mentions in this piece. Captify® has partnerships with ITV, Sky, and Magnite to help buyers leverage Search Intelligence to enhance targeting based on consumer intent and measure outcomes like search uplift and search sentiment.   Onsite search is a uniquely powerful indicator of consumer intent, capturing the entire search journey—including informational, comparison, vertical, exploratory, interest, and purchase-related searches across the open web. After all, no one lies to their search bar… https://lnkd.in/gURvQ95E

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📺 I believe Gen Z has a huge appetite for TV content despite the scary 👻 data from todays OFCOM Media Nations report. 💡However, distribution and formats need to be adapted to better meet the changing behaviours of this digitally native cohort 👾 At Gaggl, TV content is hosted by creators distributed on live social platforms and is experienced by our Gen Z viewers as a live, video game-like, community activity. 🤔 Our Watch, React, Interact broadcast philosophy is consistently generating 45 minute average watch times Vs todays report which states 16-24s watch just 20 mins of live TV. 🔮If you are a content owner, creator manager or advertiser and you fancy chatting about the future of TV, let me know! Greg Miall James Duffield https://lnkd.in/dbmdiTtC

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Brilliant study showing how effective radio is !

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Looking to connect with #brands and #agencies of all sizes in the next few weeks to discuss marketing opportunities on Snapchat. Our team at HG Media Group has been working with some extraordinary Snapchat Stars collectively bringing in over 500 million monthly views. If your #brand has been considering Snapchat marketing opportunities, let's connect! #marketing #socialmediamarketing #influencermarketing #mediastrategy

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Increased financial pressure on advertisers to optimise their media spend in recent years has contributed to the significant growth in interest on attention over this period. In France, CESP and the advertising research organisation IREP decided to set up a working group to look at best practice in measuring attention across media. In this asiCast our Research Director Richard Marks talks to CESP’s Deputy Managing Director Valerie Morrisson about the work they have been doing ahead of her presentation at this year’s conference in Venice. Is attention a quantative or qualitative factor? Does it further define viewing by tracking eyes on screen or does it rather allow planners to determine how one media option provides a better and more productive level of attention? The work will progress to consider the development of metrics and the need to recognise different levels or thresholds to attention. Such metrics would need to be standardised to form part of a currency for trading purposes though this would be less important if the measures were to be used for planning. Valérie Morrisson will be speaking at this year’s asi International Television & Video Conference on 6th-8th November in Venice, Italy. #attention #effectiveness #media #measurement

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Great article covering iion's roundtable at Cannes. The below quote really sticks out to me as we're seeing the impact with multiple campaigns in gaming environments despite there being a huge space for brands to grow into. "Founder and CEO at Amplified Intelligence, Karen Nelson-Field, said that while distraction is every brand’s enemy, gaming is a platform that has proven to be significantly less prone to distraction. "Time-based measurement in digital spaces can mislead actual human interaction with ads," she said. "Attention types in gaming are distinct, with 'slow to decay' attention being more beneficial for brands. The need for quality attention over quantity highlights a 10x increase in gaming environments compared to general web platforms." https://lnkd.in/gpZv-WVu #Gaming #marketing-effectiveness

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As CTV viewership is thriving, this is causing a problem (albeit a good one) on how to effectively reach consumers wherever they are streaming. 60% of people in the UK have up to three streaming services (The Trade Desk CTV Report 2024), whilst the proliferation and ease of access of AVOD and FAST services is ever increasing viewing opportunities - for example LG Channels saw a 120% increase in monthly average users (LG Ad Solutions The Big Shift: (Wave II)). Just as viewers are spoilt for choice, as marketers we’re spoilt for opportunities to reach them. We're being hampered though due to the fragmented nature of activating in different environments, which in turn limits aggregated addressability. SVOD subscriptions are in ~20mm households in the UK, with a lot of discussion around the big players, but their ad-tier household penetration still has some way to go: Netflix’s ad-tier is just shy of 10%, whilst Disney+ is less than 3% (Barb Audiences Establishment Survey Q2 2024). Prime nailed their ads-by-default approach with little kickback (probably due to minimal ads for the time being and the wider Amazon offering), but consumers do not stick with just one platform. These still require being bought in silo even via DSP activations. For CTV campaigns to scale, a multitude of partners across the ecosystem need to be part of the media plan to ensure your target audiences can be reached effectively and at scale. To do this, you need to work with a partner that has the ability to plan, activate, and measure across multiple partners in a seamless, aggregated manner to maximise scale. This comes in three parts: data, technology, and insights. I’ll comment in a future post on how we’re doing this at Azerion UK, but if you want to know more beforehand, drop me a message and I’ll share how. #tv #ctv #streaming #bvod #avod #fast #svod #adtech #programmatic #ott

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Calling all brand managers, retail media represents the next big growth phase for the connected TV ecosystem. Marketers are invited to Connected TV Marketing Association working group for retail platforms, video services and tech vendors to connect and collaborate on viewership, audience and commerce data for the next retail video boom in shoppable TV. Shoppable ads on CTV serve to bridge the final gap, transforming discovery into action. This group aims to explore deeper into consumer preferences and future predictions for the shoppable landscape. For vendors and media agencies there is a fast-growing opportunity to bridge the video-retail gap, supplying tech, data and media services. The convergence of two of the most exciting channels in media; commerce and connected TV, presents an enormous opportunity for the Australian advertising market. Currently, 85% CTV users prefer ad-supported streaming TV and favour second-screen shopping on their smart phone, while watching TV. Right now, Temu already has more online retail customers in Australia than Coles, Bunnings and the entire Flybuys loyalty program. Procter & Gamble has collected more than 1 billion IDs, to target with more precision. Get in touch to join our next video working session for retail media stakeholders via email [email protected] or DM me to find out more! 🛒 ctvma.org #ConnectedTV #RetailVideo #RetailMediaNetworks #Shoppable #Retailmedia

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Riding on Will McMahon coats tails as always ;) But a few thoughts from us on the future of SVOD advertising and of course how our brands may best use these new commercial opportunities. Give it a read and let us know your thoughts!

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"Have you seen this report? The Shared Commitments in a Blended Reality thing? Yeah, it’s ambitious, it’s pragmatic—it's got everything you want in a roadmap for the internet of the future. Human rights, data stewardship, sustainability—it’s like a buffet for societal values. They’re trying to balance innovation with ethics! You know, like saying, 'Let’s invent teleportation, but make sure everyone’s wearing their seatbelt.' But here’s the thing—they say the success of this hinges on implementation. Implementation! That’s like saying, 'This parachute works great... as long as you actually pull the cord.' Historically, these multistakeholder efforts have trouble keeping momentum. You’ve got the EU with their GDPR saying, 'Protect all the data!' and the US saying, 'Eh, just take the data, nobody’s looking.' It’s like trying to get a band to play the same song, but everyone’s in a different time zone. And inclusivity? Accessibility? The report nails it—they say the internet’s getting all immersive and spatial. Spatial! What does that even mean? It means that if we don’t invest in infrastructure for underserved regions, the digital divide is gonna turn into the Grand Canyon. You can’t have a 'blended reality' when half the world doesn’t even have Wi-Fi! What are they gonna blend it with? A flip phone? Oh, and sustainability? That’s the big one. Everyone’s talking about XR hardware, data centers, servers humming away 24/7—it’s like they’re building the internet on a treadmill powered by fossil fuels. They’re saying, 'Yeah, we’re advancing humanity, but at the same time, we’re melting the glaciers.' The industry has to work with environmental experts. 'Green technologies,' they say. You ever notice every tech company loves to say they’re going green? Meanwhile, their server farms are drinking electricity like it’s happy hour. So yeah, ambitious report, good ideas—but let’s see if they can pull it off. Because the future of the internet isn’t just about cool tech. It’s about making sure the real world doesn’t fall apart while we’re too busy putting on VR headsets! Read in full here: https://lnkd.in/dZB8zDK3 #virtualreality #extendedreality #bleadedreality #augmentedreality

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'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.

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'Cookies are gone, but audio targeting is better than ever’ was our tag line at Adwanted UK Future of Audio & Entertainment 🔊 Head of Agency, Isobel Langley at GroupM UK, joined the stage with Ridhi Jogia Implementation Director at EssenceMediacom UK, to discuss geo targeting and the success it is driving for clients. Combining GroupM's single point of entry solution with EssenceMediacom’s geo-graph planning and activation tool is proving to be a winning combination, not only for digital audio, but across the full addressable eco system. #AudioTargeting #GeoTargeting #FOAE

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🎧 Podcasts have arrived at mainstream marketing events……. 🙌 🎤 Up until now, podcasts have been pretty absent from broader marketing and brand events. This changed at Ad Week Europe last week where I attended about 5 sessions at the event which focused on podcasting. But there were also a number of sessions which I didn’t make it to. Previously, podcasts have only had a real presence at podcast specific events like The Podcast Show (starts today in London if you had missed the announcements!) and the IAB UK Podcast Upfronts. 🎙️So what did podcasts’ arrival into mainstream look like? Well, it was primarily talent agencies bringing their talent to the stage to encourage sponsorship revenue into the channel. But, there were also discussions around IP, branded content and connecting with their communities. ✅ It should come as no surprise given research is showing that podcasts now have a greater reach than TV….. so it’s a great opportunity for brands to access an audience…particularly the difficult to reach younger generations who actively avoid linear TV and traditional commercial advertising. 📉But, it is also because as demand increases and CPM rates are falling, creators need more brands to generate revenue to keep their show going. The unfortunate side effect of this is that it is not unusual for podcast listeners to trawl through 7 mins of ads before they get to the content…. Which isn’t great for the listener. This time last year, my colleagues David Couch, Sophie Paluch and I talked about protecting podcasts for the creator, the advertiser AND the listener. We believed that there would be a tipping point when the effectiveness of podcast advertising would start to decline if the number of ads continued to increase….but to date, we have seen no data evidence of this… 🚀Our way of protecting this environment is to limit the number of advertisers on each show. This way, each brand has a much higher likelihood of cutting through and connecting with their audiences. But, another approach is that brands themselves actively seek out smaller shows. By supporting niche creators, they are less likely to be competing for attention amongst the ‘highly engaged’ audience. And the return to their brand is likely to be greater…. So, will the data prove our prediction right? I was pleased to hear Tom Webster say that Sounds Profitable will share a piece of research on this in a few weeks. I am looking forward to hearing what it says. 💡In the meantime, I am sure that we will be seeing podcasts on stage more and more at marketing industry events this year…. #podcastadvertising #brandedcontent #brandedpodcasts #podcastsponsorship #aweurope24 #podshow

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An insightful read as always from Will Page in Music Business Worldwide (MBW) on the tricky festival landscape. ‘Consumers in the UK spent just over GBP £2bn on live music and £2bn on recorded music, taking the total spend in 2022 to £4.1bn. That was up by almost a billion on pre-lockdown 2019. Impressed? Now add another £700m in spend across 2023 – 10% growth in recorded and a reported 24% in live – and we’re soaring towards £5bn (£4.9bn, see below). Not only that, music’s share of consumers’ ‘recreational’ wallet in 2023 rose to 3.3%. In other words, music’s getting a bigger share of a fatter wallet.’ https://lnkd.in/ewGGvQ2B

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Introducing the Short Form Big Impact Festive Blueprint by ShareChat & Moj! Short videos are now driving how people shop, engage, and celebrate. To keep your brand relevant this festive season, you need to be part of this trend. Our Festive Blueprint offers key insights into shifting consumer behaviours, helping you craft a winning strategy. Don’t miss out – tap into the power of short-form content today. Download the Festive Report 👉 https://bit.ly/3TioiXA #ShortFormBigImpact #FestiveBlueprint #FestiveReport #ShareChat #Moj #ShortFormContent

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Are good times a-coming? It is interesting to see that UK ad spend grew by 9% to hit ‘new highs’ in Q1 2024. The UK advertising market grew 9% to £9.2bn during the first three months of 2024 Hmm. As Marketing spend is definately a “positive sign” and this industry is one of the “driving factors” in the UK’s economic recovery.... Is this the beginning of a turn? How is it feeling out there? Positive? Gloomy? Interesting to see if you are feeling more positive for the rest of the year? (I am) ....or is it just a blip? What are your thoughts?

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Roblox uses a Roblox experience to gather votes for its Innovation Awards. Makes perfect sense right? So why aren’t many brands and rights holders really using it to gather data to inform and improve their own offerings? Built considerately, an experience should not only be engaging it itself, but can also provide a heap of data to inform other areas of the business. 🍫A well-designed experience could inform users about new product features, flavours or packaging designs - it could even allow users to vote on them, as Roblox is doing here. ✍🏻A well-designed experience could include the users in the selection of a new character in an animated show - which producers then write into future storylines. Giving users a say in the narrative can be a powerful way to secure their interest and ensure that they check out the resultant content. 🏃🏽‍♂️A well-designed experience could allow users to select the colours of an athlete’s kit for their next event, or a hairstyle or their choice of celebration. Again, this brings a level of engagement and social noise that can be powerful for rights holders and only amplifies existing marketing. 🧸A well-designed experience could uncover incremental revenue if a toy brand discovered that an item previously assumed to be secondary was infact super-popular within the experience and was getting a lot of playtime. They would increase the product selection at retail on the strength of the data from Roblox. This does happen, and was even referenced by Spin Master on a recent episode of our podcast. Don’t underestimate Roblox’s power within the flywheel to work hard for other parts of business. For engagement, for data, for community building it is the platform to use if you want to reach Gen Z and A.

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