Mark Lawn

Caught the first episode of the new Fallout series on Amazon which I thought was genuinely brilliant; don't take my word for it you can check what Dexerto think :) https://lnkd.in/enju4pwx It's a really exciting time for gaming and TV/Movie cross-overs not just because the quality of the crossovers themselves are now so good, but also because it taps into the an audience that wants to immerse in these worlds; also bringing them to life outside the games opens up to whole new audiences (lots of people didn't realise Last of Us was a game first) Dexerto's first party research shows that an audience with interest across gaming and movies are more affluent, hyper engaged across content and will generally spend much more time on-site.. which translates to some great results for targeted campaigns too! Even if you've not played Fallout I would definitely recommend catching the series and who knows - you might be playing it before you know it..... #gaming #tv #movies #advertising #partnerships

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Last month, our brilliant Senior Digital Account Director Mohini Lakhani joined a panel of industry leaders at the New Digital Age roundtable to explore how to effectively navigate the complexities of planning omnichannel campaigns in today's fragmented video and TV landscape. 👉 Discover the key takeaways from the panel of industry experts below... https://lnkd.in/eDpW4-sm #DigitalAdvertising #MediaStrategy #ConnectedTV

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#ITVX record month - the value of localisation "ITV’s Euro 2024 coverage, along with a new season of Love Island and a selection of new dramas drove record streaming numbers in June for ITVX, with 375.8 million streams across the month, making it ITVX’s best ever month in streaming, up 54 per cent year on year." It's hard to remember almost 2 years when ITVX was about to launch, there were big questions about its viability in an increasing competitive space, dominated by #global #svods #avods However, ITV has taken the #streaming world in the #UK by storm, and keeps going from strength to strength. It had huge success with the Post Office drama Mr Bates vs The Post Office. Now, with the #euro2024 tournament, viewing was always likely to go up, but it's hardly an anomaly, its on the back of consistent strong performance for ITV. "The 19 Euro 2024 matches on ITV in June were streamed just under 84 million times, with the current season of Love Island up to 76 million streams after 28 episodes, which is up 10 million on the comparable point in the season last year. Including streams to previous seasons which are also available on ITVX, Love Island has delivered over 80 million streams across June. New dramas pulled strong audiences in June including The Flash, the DC superhero series and Arrow spinoff, darkly comedic crime thriller Bay of Fires, and the UK premiere of Orphan Black: Echoes starring Krysten Ritter and Keeley Hawes. Commissioned dramas including Red Eye and Douglas Is Cancelled continue to grow and were also top performers in the period." Yesterday, I posted about Tubi's entrance into the UK, and the huge name they bring. However, ITV has a real mix for UK audiences. They have the big films from Hollywood that will always have an audience. They also have UK commissioned series, reality TV, as well as benefitting from years of presence in the market, with its series and shows having ingrained following in the UK, as any local service would. While the #streamingmedia space seems to get crowded, and competition is intense, its easy to think those with the deepest pockets will eventually triumph. That's not the case. Apple TV is maybe the best example, with cash to burn, but has not threatened #Netflix's domination of the SVOD market. Just because big US global streamers set their eyes on the UK, it doesn't mean that they will be successful. #Localisation is the key driver of growth and success across the world, Netflix has invested heavily in local production, and this has helped them maintain their top spot around the world. I predict there will be no global model, Netflix may lead worldwide, but after that, local players will dominate in their markets, beating out some of the global streamers, because they have their ear to the ground, and target their audience, rather than relying solely on mass appeal. https://lnkd.in/efSc6rqh #tvindustry #mediaindustry #creativeindustries #streamingplaforms

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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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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

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Been talking about this for a few days and delighted we can make the public announcement - really excited for the next stage of our growth. 🎉 Big news, marketers! Wunderkind just launched our supercharged Identity solution, and it's a total game-changer. Here's why you should be pumped: 🚀 We've rolled out some seriously impactful upgrades: • Identity enrichment ecosystem • Cross-device graph • Server-side tracking • Renewed privacy compliance Why does this matter? Because in today's digital landscape, recognising your customers and delivering personalised experiences is everything! With these new features, you can: ✅ Collect first-party data like a pro ✅ Recognise consumers across devices (we're talking 9 billion+ annually) ✅ Deliver tailored messaging at scale Stay tuned for more details on how this can transform your marketing game. https://ow.ly/UgXk50Tou4z #MarketingInnovation #IdentitySolution #PersonalisedExperiences

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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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Google searches related to the topic of Diversity, equity, and inclusion (DE&I) have gained momentum over the past two years, and we’ve felt this increased focus reflected in the briefs we receive at Tonic. We're asked to weave DE&I considerations throughout our work (and rightly so!) rather than as a standalone theme. In response, we recommend our clients take an explorative approach to DE&I, crafting cultures and spaces where employees can safely explore their identity, or identities. It's a contemporary approach that encourages intersectionality to flourish, and does away with crude tokenism. You can read more about it here: https://lnkd.in/e7rTYMhQ

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Honored to be featured in The Media Leader UK! 🙌 A big thank you to Jack Benjamin for the great article highlighting how Opt Out Advertising is helping publishers thrive in a privacy-first world. Hope this sparks ideas for others navigating the future of digital advertising with privacy in mind 🛡️ #PrivacyFirst #DigitalAdvertising #TheMediaLeader #OptOut

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It’s the first year Cannes Lions International Festival of Creativity is officially recognising creators in their programming - which in my world is a pretty massive milestone, as it signifies the maturity and centralisation of creators in advertising and entertainment- and that these Creators are the future leaders of our industry (👀) And of course, Billion Dollar Boy is back at Cannes, for what we’re calling - rightly so - ‘The Creator Era’. Edward East, Thomas Walters and I are really excited to be sharing some of the major trends we’re seeing and work we’ve been building: - The subversion of advertising and entertainment formats - How linear programming is being disrupted by Creator built IP - How creators can build brands and the opportunity for brands in that journey - AIs influence on the creator economy - The need for greater representation of all women in advertising, and how creator marketing is pushing this like never before! ✉️ DM me if you’re there and I can share our programming… or we can catch up for a ☕️🍷 And big thank you to Olga Kim and Ed Davidson - it’s been so great to be part of this big moment for Cannes Lions, and I’m so grateful for the time and effort you spent in learning about the industry to build something curated to the needs of creators and this industry. #cannes #creatormarketing #influencermarketing

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I love me some data collaboration and this one is brilliant! Post pandemic and amid streaming wars cinemas have had a tough time, so great to see that Studios investment in hiqh quality media is putting bums back on seats. Key things for me on this partnership. 1, Advertising films on TikTok for Business works 2, TikTok campaigns work by driving new customers from phone screen to cinema screen (21% more customers!) 3, Charting deterministic ad exposure to ticket sales purchase gives much greater analysis and learnings than modelled conversions. Now TikTok for Business can advise on which formats work best for Cinema releases and even how to schedule marketing budgets into the release window to capitalise on media investment that drives incremental purchases in a 24hr or 48hr window Like all of the best collaborations, the data and tech are important but the people that drive it deserve the credit. Nice work Charlotte Skornik, Pierre-André Gautier, Cheran Nathan, Naomi Yonge, Findlay Webb, Lewis Jacques Waite and everyone else involved. https://lnkd.in/eDQWJSp9

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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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A huge 68% of UK households today now enjoy Subscription-based Viewing on Demand services (SVOD), which is just one of a whole range of available CTV channels. Ad-supported Viewing on Demand (AVOD) and Free Ad-supported Streaming TV services (FAST) are also growing in popularity, meaning the UK’s love affair with CTV is in full swing. Here's my take on why we can't afford to ignore CTV as the growing channel right now in the UK. #adform #changethegame

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Big news regarding our CTV offering with Channel 4 now accessible via the StackAdapt platform - huge well done to all those involved in securing this partnership and excited to see it grow as we head into 2025. If this could be of interest to your brand/agency or you'd like to get some more info, feel free to drop me a DM! #CTV #programmatic #stackadapt #channel4

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There’s never a dull moment in adLand. In the past couple of weeks, we’ve had yet another update from Google about changes to come… or not!   While third-party cookies may continue to exist within Google’s Chrome browser to some extent, even what may end up being in a limited capacity, it doesn’t mean the digital ecosystem should “down tools” and revert to thinking it’s “business as usual,” as it was before Google announced their looming changes back in 2020!   At KINESSO, we have been and will continue to support clients across Mediabrands, helping them mitigate their media investment risk against the ever-declining presence of third-party cookies and non-durable data.   With many of our services, from Emerging Tech Assessment to Data and Tech Audits, we help tailor solutions to navigate this evolving landscape.   Click here to read our recent blog post, which I co-wrote with Jack Newman, our Data & Technology Partner, EMEA I couldn't be more proud of our P&I / D&T team... to list just a few as there are too many amazing, smart folk to mention: Kunal Patel, Ksenija Nikolic, Diego Bettega, Chris Schimkat, Louis Sussan, Ariel Ilagan, Aldo van Hedel, Yerddy M Lanfranco, Kunwei Lin, Bobby Heller, Nikhil Dhawan, Deborah Balme, Yasmin Baker, Geoff Copps, Martin Beauchamp

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Given the recent news regarding DV and IAS - it is great to see disruptors like illuma in the space bringing innovated solutions directly to publishers. I won't be surprised if more publishers adopt building their own taxonomies and working with ad tech partners to send the right signals to buyers. #innovation #disruption #trustednewsisbrandsafe

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