Paul Broadhurst

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.

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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.

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In the lead-up to last week's England game, content about Gareth Southgate was garnering more attention than that of Rishi and Starmer. These surprising insights highlight opportunities for advertisers to target less competitive spaces. For deeper insights into the Performance Marketing world, check out Jamie Towards' analysis below 👇. If you're interested in learning more about these findings and how they can benefit your brand, feel free to reach out! #teads #performancemarketingworld #euro2024 #ukelection2024 #mediaplanning #mediastrategy #mediabuying #creativity #insighrs

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Despite their competitors, TV and film still hold plenty of sway when it comes to effective #advertising. Check out four of the key benefits here, and head to the link below to read James' detailed insights 👇 https://lnkd.in/e8mXirDu

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It's been a busy few weeks here at OMC/Diversiffi Media..... .. with global DOOH progression,& market maturity top of the agenda. Data reveals that not only is OOH media holding its ground, but projections report it will outpace the UK advertising market growth in 2024/25. Not unexpectedly, this is propelled by DOOH, the convergence of technological advancements, the demands of advertisers, evolving consumer behaviours, & innovative approaches to creativity. The digitisation of assets, enabling dynamic content capabilities & programmatic trading options, redefines brand engagement. It is interesting to explore what opportunities these advancements present for clients/brands navigating audience attention in a cluttered media environment.  Will the flexibility of real-time, contextually relevant messaging extend brand resonance & increase budgetary investment? The integration of data-driven insights & analytics into campaign planning & execution is reshaping the OOH ecosystem. With advancements in technology enabling precision targeting & measurement, clients/brands have access to unlocking new levels of campaign performance and ROI.  Creativity also continues to flourish across both traditional & digital OOH, as clients/brands leverage more immersive experiences to captivate audiences & nurture lasting connections. The changes in consumer movements and infrastructure development are presenting significant opportunities for OOH. Capitalising on the growth of urban environments will broaden reach & campaign impact. As talked about frequently here, the integration of OOH into omnichannel marketing strategies is a pivotal driver of growth. Deliver consistency across multiple touchpoints, OOH is a critical component of the media mix. As long as clients/brands demand it, & their 3rd party agencies structure planning to fully integrate OOH into their omnichannel strategies, advertisers should witness an amplification of brand visibility & engagement The growth potential of OOH media is not to be underestimated. It's a multifaceted opportunity driven by digital transformation, data-driven insights, creative innovation, urbanisation, & integration with omnichannel strategies. Looking inwardly, which I rarely do, the key question is, will these opportunities start to impact OOH market share or are we yet to identify the barrier to progress? Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #mallowners #revenues #dooh#doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability#Commercialisation #DataDriven #DigitalTransformation Image: WOW LA

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Today's coverage of Omnicom/IPG will dwarf all else, as it should, but the comment below from the FT sums up the situation well. It's a defensive move in a market where the Holding Companies are losing relevance. "It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads".

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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

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What do clients really want (and need) from agencies? During a recent CIM | The Chartered Institute of Marketing panel event, Sharon Jiggins emphasised the critical role of consumer insights and the responsibility agencies bear in genuinely engaging with their target audiences. #CreativeAgency #AudienceInsight #Advertising

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Out of Home advertising is proving to be the perfect balance between reach and retail, even as first-party data and precision targeting dominate the conversation.⚖️ At the recent Retail Media Summit UK, Colin Horan, Clear Channel UK’s Strategic Partner, FMCG, sat down with Cyndi Loza, Senior Editor at Path to Purchase Institute, to discuss the vital role Out of Home plays in today's omnichannel landscape. The full episode is available to view here: https://okt.to/chENHs #OOH #RetailMediaSummitUK

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The latest IPA (Institute of Practitioners in Advertising) Bellwether report highlights a “solid expansion” in total marketing budgets in Q1. David Grainger our senior vice-president and head of planning told The Media Leader that the “optimism” in the latest report showed “the resilience of the UK marketing landscape”. 🚀 He said: “It also points to how brands are beginning to adapt to the new communications economy.” Read more from David and other industry experts here 👉 https://bit.ly/44a5EoO #UKMarketing #MainMediaAdvertising #MarketingTrends #BreakthroughThinking #NewCommunicationsEconomy

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Given all the current evidence of the profit-generating abilities of TV, BVOD and Online video, is it the perception of high production costs that’s holding back those brands that haven’t embraced it yet?    New profit-based figures from Thinkbox’s ‘Profit Ability 2 - The Business Case for Advertising’ show that all elements of AV (TV, BVOD, Online video) out-perform Paid Social in the short-term and far exceed it in the long-term. And within AV, there’s a ton of insight from the likes of System1 Research that shows which type of AV ads are more likely to deliver even higher profit. Clue: look out for positive emotion and distinctive brand assets.   Perhaps these brands aren’t fully aware of the lower media budget AV entry points available to them, such as BVOD, daytime TV or YouTube?    Or perhaps the big barrier is the perception that to make a great TV ad you need a great TV ad budget? Well, it certainly helps - there’s a common expression that you can 'see' production money on the screen.    But the truth is that with a bit of thought, smaller budget films can be just as impactful.    So, to help overcome this budgeting barrier, we’ve identified 10 smart ways that can help brands create a great AV ad, without a great budget.    The first is using found footage. Here's an example we made for Barking Heads - with our ECD, Jo Tanner (man of many talents) even doing the voice-over for our disappointed canine friend! Cost? Eye-wateringly small. There’s a link to a free report we’ve written on this in the comments section, so feel free to download. #Thinkbox #System1 #System1Research

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What exactly has been going on at Epsilon since it was aquired for $4.4 Billion 5 years ago other than relentlessly beefing up the Publicis share price? Elliott Clayton shares what we've been up to. Also a great listen for anyone in tech who has been or is about to be acquired & general insight on what's going to be important in ad-tech over the next couple of years. #media #m&a #digital

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As the crowds roar closer to The Summer of Sport, Clear Channel UK have delved into how OOH helps mirror the DNA of key sporting events on OOH and deliver that killer serve and cause a racket around your competitors. 57% of the UK fan base watch sporting moments monthly and 77% of sports viewers notice brands surrounding sporting events, so make sure that you don't score an own goal in your media planning and chose OOH! Is your brand standing out like Christiano Ronaldo's white teeth? Are you activating around the sporting moments and landing that fatal blow like Anthony Joshua. If not, click the link below and see how Clear Channel can help you... https://lnkd.in/edgtUrrx

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How is the role of the CMO changing? 🤔 In our latest episode of The Undiscovered Metric, Tamsin James from MSQ Partners shares her insights. With 18 years in marketing and media at top UK agencies like Maxus and Wavemaker, Tamsin shares her insights on overcoming the challenges of her new role and driving growth in a fast-paced industry. Want to see the full episode? Learn more here: https://lnkd.in/dUukPV5u

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This is a hugely important piece of research that is way overdue as Kevin Edwards explains in this post (it was my honour to lead the first affiliate industry valuation in 2014 while at the IAB). These numbers describing the value of affiliate marketing in the uk in 2023 (£21bn!) are amazing — download and be dazzled! #affiliatemarketing #marketingspend #industryresearch The Affiliate & Partner Marketing Association ISBA

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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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A really good piece today in The Media Leader UK from EssenceMediacom UK's Chief Strategy Officer, Richard Kirk. Sharing an unpublished chart (see comments) from our £1.8bn econometrically-fuelled Profit Ability 2 study, he suggests that "spend in paid social for large brands may be treble the optimal level for growth" and that "Linear TV for big brands could be delivering much more with a boost in investment, with online video also offering headroom for growth." Addressing the "Well, obviously Thinkbox would say that" elephant in the room, Richard states: "...the dataset here is collated from brands’ own econometric data, across a series of agencies and auditors. No data capture or analysis has been undertaken by Thinkbox itself. Ebiquity and WPP, brands that trade on their neutrality in media, have done the work and built this tool." #TV #TVAdvertising #Advertising #MarketingEffectiveness Jane Christian, Olga Zaitseva, Dominic Charles, Matthew Chappell, Nic Pietersma Thinkbox | ITV Media | Channel 4 Sales | Sky Media UK

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