Talking Shop August 2024

Google’s cookie reversal: what it means for advertisers

Attribution is crucial for measuring ad effectiveness, but the UK lacks a widely-used audio attribution tool. Bauer Radio is partnering with Veritone, an AI and analytics technology leader, to trial a new audio attribution model. This model aims to link radio advertising with web traffic, by measuring the immediate impact of radio ads on web visits.

The new tool, Attribute, allows advertisers to evaluate both advertising and promotional airtime placements in depth, demonstrating ad effectiveness within a custom attribution span of around 8 minutes and within specific geographic locations. It will provide insight into the best performing stations, timebands, days of week and ad lengths. The tool is available on Bauer’s national stations and now also on several regional stations, including Clyde 1and Forth 1 in Scotland; Cool FM in Northern Ireland; and Hits and GHR stations in Manchester, Liverpool, Birmingham, Lancashire, Staffordshire & Cheshire.

Contact your Campaign Manager at The Media Shop for more information on implementing Veritone’s attribution tool with your radio ads.

The rise of ‘faux out of home’.

Simone Biles’ incredible performances, Raygun’s ‘innovative’ breakdancing, and the GB swimmers retaining gold in the 4x200m relay. These are some of the memorable moments from the Paris 2024 Olympics, but what grabbed the attention of The Media Shop team was the rise of ‘Faux Out of Home‘ (FOOH) advertising, such as the Caudalie stunt on the Seine.

The French skincare brand created a stir with their cheeky FOOH social post which showed their Vinoperfect serum cleaning up the ‘dark spots’ of the river.

The FOOH trend has gained significant traction in recent years, using CGI and AI to offer brands a cost-effective and PR-friendly alternative to traditional, and usually unaffordable, high impact OOH. We’ve seen a The North Face jacket ‘wrapping’ Big Ben, Maybelline’s Sky High Mascara seemingly coat giant lashes stuck on London’s tube trains and buses, and Jacquemus handbags ‘rolling’ down the streets of Paris.

However, while these creative, and often viral, campaigns capture attention and generate buzz, there is no sign of it replacing traditional OOH media. According to Outsmart, the trade body for OOH contractors, the UK OOH sector posted its best-ever H1 ad revenue for 2024, with 17% growth (to £646m) compared with H1 in 2023. Digital OOH saw greater growth than Classic, at 21%, and now represents 66% of the overall OOH market.

As brands explore new ways to connect with audiences, the synergy between the fun and excitement of Faux OOH, and the reach and frequency delivered by traditional OOH, will be essential for successful outdoor advertising.

Key trends from OFCOM’s latest Media Nations report.

OFCOM’s latest Media Nations report revealed new trends in the UK’s media consumption, highlighting regional differences, particularly between the UK overall and Scotland.

Nationally, the shift towards digital media continues, with streaming services continuing to dominate video viewing. The report shows that 79% of UK adults now use on-demand platforms like Netflix and Amazon Prime, reflecting a broader trend of declining traditional TV viewership.

In Scotland, traditional television still holds more influence compared to the rest of the UK. Scottish viewers spend an average of 3 hours and 11 minutes per day watching broadcast TV, compared to the UK average of 2 hours and 55 minutes. Despite this, digital services are on the rise in Scotland too, with a notable increase in the use of streaming platforms.

For more detailed insights, read the reports on OFCOM’s website.

Media of the Month: Bing’s LinkedIn Targeting.

The Media Shop team loves to champion innovative ad targeting solutions to help brands reach their ideal audience. Microsoft Bing’s LinkedIn targeting enables advertisers to target search ads using LinkedIn profile data such as job title, industry and company name.

This feature enhances precision in reaching professionals across Bing search ads and the Microsoft Audience Network, which includes properties like MSN, Outlook, and Microsoft Edge. This integration is particularly beneficial for B2B marketers looking to reach decision-makers and influencers in their respective fields, through targeted search ads.

To explore how this can enhance your strategy, contact your Campaign Manager today.

To X or not to X: that is the question.

Search and social advertising are reliable ways of engaging with audiences

for most advertisers. However, the media headlines have been dominated in the last month by negative stories that make many question the ethics of where budgets are deployed.

X and Telegram, the messaging app popular in Russia, have been drawn into controversies around their lack of moderation and the behaviour of their respective leaders. Telegram founder Pavel Durov was recently arrested in Paris, accused of enabling illicit activities on his platform, while X’s Musk’s threat to sue Global Alliance for Responsible Media for ‘unlawfully boycotting the platform’, caused the organisation to disband.

The popular platforms have also been drawn into the debate about the impact of the spread of misinformation on social media resulting in situations like the Southport riots.

Amidst all the controversy, brands’ leadership teams should consider their stance on brand suitability by platform versus the return on ad spend that they deliver. For now, The Media Shop advice to advertisers in government, social and charity sectors is to play safe and avoid X.

TikTok’s growing influence in the UK.

TikTok continues to surge in popularity, with 54% of the UK population now using the platform each month, according to the latest digital media overview from UKOM. This significant milestone underscores TikTok’s role as a dominant force in the digital landscape, particularly among younger demographics. However, the fastest growing audience is 45–54 year olds, whose usage is up 15%.

The report highlights that TikTok has become one of the fastest-growing social media platforms, with its short-form video content captivating users across various age groups. As brands seek to engage with these audiences, TikTok’s reach and influence make it a critical component of any digital marketing strategy.

BARB Expands Panel to 7,000 Households

BARB has expanded its audience measurement panel to 7,000 households, significantly enhancing its ability to track TV viewing habits in the UK.

This not only improves the accuracy of linear TV measurement but also extends BARB’s coverage to include BVOD, AVOD, and SVOD services; a crucial development as spend on these platforms continues to grow.

The expansion allows advertisers and broadcasters to gain a more comprehensive understanding of audience behaviour, ensuring that their strategies align with the shifting dynamics of TV and streaming consumption. Read more here.