Terry Hornsby

Have a read on the Role of TV advertising in Black Friday and Cyber Monday campaigns. #tv #d2c #advertising #blackfriday #cybermonday https://lnkd.in/exE_PSiZ

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Ofcom's UK Media Nations 2024 report is out and it is shocking. In their own words: "Stark generational divide as 16-24s watch just 20 mins of live telly daily" Digging deeper into the report, we see a 16% decline in 16-24s viewing in just one year, a 12% decline in 25-34s. But it's not just the kids, all age groups except 75+ declined, most and most by double figures. It's a clear wake-up call for the industry, if not needed already. TV program makers need to find new distribution channels for their loved formats, and urgently. Some are already doing this, some are far behind. Gaggl is one solution, there are others. Shout out to the thinker and do-ers in the industry, especially our friends at Fremantle US and the many others yet to be announced. J.R. Griffin, Megan Fraher Adam Harris, James Duffield #futureoftv

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Update from the PwC IAB UK 2023 Digital Adspend report….. UK podcast ad spend grew faster than any other digital format in 2023! Total UK podcast ad spend was £83m, up 23% yoy (£69m in 2022) 🚀 (Total digital ad spend grew 11% to £29.6bn) This is a phenomenal performance for podcasting and shows how strong the medium is and how it can genuinely perform for brands. And 2024 has started strongly, so expect a similar of not better performance this time next year! Adelicious #podcast #podcasting #digitaladspend #podcastadvertising

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Take a look at this Mobsta Ltd - Certified B Corp® webinar featuring Samira Brophy of Ipsos on a wide-ranging panel discussion on sustainability in the media industry. How do you keep sustainability on the agenda while distractions like AI come and go? View the full webinar or further snapshots on Vimeo here: https://vimeo.com/mobsta #Media #ESG #Sustainability #Creatives #AI #Webinars

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Want to know more about CTV? Then look no further! We have partnered with YouGov to speak to UK consumers & marketers to explore their perceptions of CTV and the opportunities it brings. We are also knee deep in scoping measurement opportunities. So feel free to download the report & get in touch if you want further information. #CTV #CTVmeasurement #Teads

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📈 Our Quarterly Media Insights Are Here! Each quarter we partner with ISBA to provide an independent look at the UK media landscape's current state and future #challenges.   🔍 Explore the latest market developments, immediate challenges, and future trends in #media. This report helps #advertisers make informed decisions about their media investments. Click below to learn more! Nick Pugh Michelle Morgado Peter Hanford Bouke de Vries Shane O`Neill Debbie Morrison Mark Gay

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It was at the end of James Hercher's fantastic coverage of the Google Anti-trust trial, but it's the most important part: "In a survey conducted of its own customers, Google found that the top reason people were switching was for TTD’s CTV capabilities. This is an important note, one that was underscored by The Trade Desk CRO Dederick. He said TTD was unable to compete effectively for the display ad market, since 🔊 Google effectively controlled the SSP and ad server market, and had its own preferred ad network. 🔊 🔊 In streaming media, Google doesn’t control the market and set the marketplace rules, 🔊 and so TTD outperforms the Google DSP. Dederick’s point is that Google’s display ad business isn’t superior, but the publisher monopoly prevents real competition." Buyers have known this for years, and the DOJ is proving how much Google owns the consumer web and publisher ad serving business. https://lnkd.in/gBUJyEG6

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#HFSS is back with a new deadline for the UK, 1st October. TV and on-demand will have their post 9pm curfew for advertising (amongst other guidelines) with online advertising policies due to follow. http://bit.ly/4d3XWzB #TVAdvertising #CTV #BVOD #DigitalMedia #DigitalAds #LabourGovernment #AdsPolicies

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Want to get more return from your advertising investment? If you are based in Scotland, this could be your chance to learn from Terry and Hannah on how to use advanced targeting technology and AI, and prepare for the future of targeting consumers. ⬇️ Register today for a session packed with first-hand insights, advice and inspiration to find new and effective ways of connecting with your customers online. https://ow.ly/9cnH50TgGmL #onlinemarketing #marketingstrategy #advertising #digitalmarketing #businessgrowth #scottishbusiness

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The answer is always #AdshelLive. But why? As Clear Channel UK's Adshel Live has now hit the 3,500 screen mark, it continues to go from strength to strength. Since its launch in 2015, the Adshel Live network has helped propel DOOH growth in the UK, offering unparalleled reach, impacts, and proximity to key retail locations across the UK — all while driving forward sustainability and social contribution, making it the one-to-many platform! The one to reach your audience – nationally reaching 36m people fortnightly, that’s 66% of the UK adult population. The one to make your message count - relevant messaging increases campaign effectiveness by up to +17%. The one to contribute back to communities – 46p in £1 of OOH revenue reinvested in local communities where we operate in. Discover more on why the answer is always Adshel Live 👇 https://okt.to/BO7dYG #OOH #DOOH #PlatformForBrands #TheOneToMany

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This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

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🗞️What does media look like in 2024 and beyond?   Our new Grayling Media trends report reveals a number of key trends and predictions, including a clear shift towards personal connections with trusted voices over mass media content.   Read Grayling’s UK CEO, Heather Blundell op-ed in City AM in the link below 👇, to discover what this means for you and your business.   🔗: https://lnkd.in/epHyRHKv   #GraylingMedia #NewMediaAge

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Looking forward to hosting this conversation this evening in partnership with Microsoft & MagnetMedia discussing how AI can drive positive change in how brands create more engaging experiences for consumers and customers. #CannesLions2024 #CannesLions #AI

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"Publisher signals are delivering strong results for advertisers; their solution is available today, so why wait?” says our Head of Advertiser Customer Success, Ned Jones 💡 This is in reaction to the latest IPA Bellwether Q2 Report, which reveals a striding return to growth in UK marketing budgets. Ned sees data collaboration and connectivity between advertisers’ target audiences and publisher audiences as the biggest opportunity for brands to maximise budgets 📈 Read more in this piece by Aimee Newell Tarín for ExchangeWire: https://lnkd.in/eh4uCrXx Innovative brands that work with Permutive are already moving out of cookie-based buying and into leveraging publisher signals. These brands see double to triple reach, increased sales, and reduced CPAs. #PublisherSignals #datacollaboration

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IAB: Podcast, CTV and social video ‘outperform’ digital ad market. Digital adspend in the UK grew 11% to £29.6bn last year, ahead of GDP growth of 0.1%, according to the latest IAB and PwC Digital Adspend report. Podcast advertising, connected TV (CTV) devices and social video recorded the highest increases in spend, with year-on-year growth of 23%, 21% and 20% respectively. These three “outperformed” the rest of the digital ad market. One factor behind this was they were “more immune” to the upcoming cookie changes compared with other forms of advertising. Podcasting, in particular, was catching up with spend on streaming audio, with annual spend of £83m versus £92m. Drop me a message if you would be interested in finding out how advertising within podcasts could work for your business.

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Knowing your audience is about much more than surface-level inferences about how they usually like to spend their money. It's about knowing your specific target customer down to details - like how they actually spend, and how this spending behaviour is different in different context, like between cash and loyalty rewards. A good case study here from the air travel industry. #consumerbehaviour #audiencepersonas #loyalty

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I was at Videoweek and CTV/broadcast ad payload was a big discussion point. From a personal consumer perspective this is no surprise. We play a game when watching CTV with the kids which is 'can we spot a new ad?' because as we all know, frequency capping is broken. It also generates a significant amount of irritation with the kids generally booing as the content flow is broken by an ad in the wrong place. I've found myself explaining to the kids as the resident 'ad tech expert' why they have to sit through the same ad again and again and why the ad break timing is wonky. Fun times and maybe not surprising to know this causes a certain amount of eye rolling with them and 'signs' behind my back. It would seem from this study that consumers feel the same way as my family. The same debate on payload has been had in the publishing industry between editorial and commercial and in most cases commercial has won. Which is why we have a broken UX on many popular sites. The UK TV ad experience has long been the gold standard. Big screens, great content, and good* ads. That’s why it delivers such strong returns for advertisers. But as linear audiences shrink and budgets pour into the walled gardens, the pressure to “go digital” increases. The danger is that we could end up with an experience akin to “Tokyo at midnight”—cluttered, overwhelming, and ultimately ineffective. So, What’s the Fix? If commercial pressure leads to gradual degradation of the user experience, it might not show up in short-term metrics. But over time, as viewers switch off and ROI diminishes, the damage will become clear. By then, it’s too late. It is still early days for CTV and work is going on behind the scenes to improve the experience. The debate in publishing has rumbled around many times about a 'less is more' experience. Bigger ads and lower payload = everyone wins. Putting aside fixing frequency capping there are other opportunities to get it right. Two thoughts with my DAIVID 🦩 measurement hat on are: 1) Congruence between content and ads. We're already seeing broadcasters profile the emotions in the content which is a great start - what happens when you bring this together with the emotions in the ads. A better experience for the consumer and improved KPIs for the advertiser. 2) Measurement frameworks that track not just short-term performance but long-term viewer attention and engagement. By understanding how ad load, ad types and frequency impacts the consumer experience and advertising effectiveness- ideally with access to sales data - to get to the optimum balance. *I know this is debatable and I often discuss ads with my kids because many times they are completely confused as to the point of the ad - especially fragrance ads. This BTW is a bad thing as confusion has a significant negative impact on advertising performance. That is a conversation for another day.

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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

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