Advertising Theory: Translating into Practice

Advertising Theory: Translating into Practice

News | Posted 18th October 2017

We often say media is both an art and a science - we need to use the data (TGI, DILO, econometrics) to understand where messages need to appear and an art (culture relevance/consumer knowledge) to understand the motivators of our target audience. We have always worked to blend the data with the consumer truth to create meaningful campaigns. ...

Video Eats The World!

Video Eats The World!

News | Posted 10th October 2017

Predicting the future is never easy and no more so than in the world of media where technology has and continues to drive seismic shifts in how media is consumed.  Mindshare Futures, our emerging media and technology research programme based in London, specialises in future trends and has very recently released a report looking at the future of...

TV – Why Wouldn’t It Be Part Of Your Plan?

TV – Why Wouldn’t It Be Part Of Your Plan?

News | Posted 5th October 2017

It’s time to get communications planning done for 2018, which means it’s time for another round of questions about TV and its place on a plan. We address some of the most commonly asked questions about TV today.

Apple Safari And Intelligent Tracking Prevention

Apple Safari And Intelligent Tracking Prevention

News | Posted 29th September 2017

As of 25 September 2017, Apple is limiting ad tracking on its Safari browser by replacing user cookie preferences with a set of Apple-controlled standards. The feature, called Intelligent Tracking Prevention, limits how advertisers and websites can track users by putting in place a 24-hour limit on ad tracking. We look at the implications.

Expect Your Face To Be Counted

Expect Your Face To Be Counted

News | Posted 18th September 2017

Facial recognition is on the brink of becoming mainstream with the news Apple’s new iPhone X is equipped with facial recognition technology that unlocks the phone. Even if you wear glasses or grow a beard it will recognise you. The technology has become incredibly good at recognising facial features. If we look to China, a face is the security...

The Rise Of Utility Marketing

The Rise Of Utility Marketing

News | Posted 14th September 2017

Credit: https://twitter.com/NationalLottery While I may have spent most my professional career, to-date, working for a utility, the idea of Utility Marketing is not something that's the exclusive domain of actual utilities. Utility Marketing may in fact feel alien to utilities who may not be overly comfortable with giving away their utility...

Every Rose Has Its Thorn

Every Rose Has Its Thorn

News | Posted 31st August 2017

The results are in and viewership has been counted. Whether you admit to watching or not, you’ll certainly have heard or seen something about this contest in the last couple of weeks. The winner of this year’s Rose of Tralee was from a county that's never won before; Jennifer Byrne from Offaly was crowned the 2017 Rose. Over 562,000 people...

Is Data Killing Creativity?

Is Data Killing Creativity?

News | Posted 18th August 2017

The world of advertising is ever evolving. What was once the king format is now tomorrow’s afterthought.  Remember the days your creative was strong, your message would stand out from the crowd and get 90% reach?  For better or worse, it is no longer good enough to just have an effective copy and buying a heavy weight TV plan. We now need to...

Are You Still Watching?

Are You Still Watching?

News | Posted 16th August 2017

Social media giant Facebook is mounting its first direct hit to YouTube, giving it a run for its money with its latest offering ‘Watch’, a feature which allows users to watch TV shows in app. The launch of this new dedicated video channel is positioning itself in direct competition against YouTube, Netflix and TV networks. What is unique about...

Vertical Video – A New Perspective

Vertical Video – A New Perspective

News | Posted 8th August 2017

Vertical video has invaded our screens. We can thank the rise of Snapchat and Instagram stories for this; but really, it’s that reflective screen attached to your hand that started this vertical tidal wave. Our preference for mobile has led us to consume media vertically. Vertical video stretches out and takes up every inch of the screen. The...

Are Instagram’s Fake Ads A Symptom Of A Bigger Problem?

Are Instagram’s Fake Ads A Symptom Of A Bigger Problem?

News | Posted 3rd August 2017

It seems like a natural evolution that following fake news we now have fake ads. Digiday reported earlier this month that Instagram has been facing an influx of fake promoted posts. Loosely named “brands“ have been touting hugely discounted designer products across the social network. The brand safety issues are obvious, while consumers face...

A Clearer View

A Clearer View

News | Posted 2nd August 2017

When the issue of viewability first raised its head six or seven years ago, I would never have imagined that as an industry we would only be truly overcoming the issue in 2017.  Every facet of the global marketing industry has really struggled with viewability in the past, it was not simply a matter of removing below-the-fold ads. Getting...

All That Happens Must Be Known

All That Happens Must Be Known

News | Posted 31st July 2017

If you’ve been a in book shop of late you may have seen Dave Egger’s The Circle on sale. This is due to a film adaption of it recently being launched on Netflix  - if you’re wondering, the book’s better! The Circle looks at a dystopian near future, in which a large internet/technology company has created several products which allow and...

Attention-Grabbing Happiness: Why Brands Should Choose Cinema

Attention-Grabbing Happiness: Why Brands Should Choose...

News | Posted 28th July 2017

Wide Eye Media held its latest Cinema Upfront at the IFI on June 14 at which they presented two pieces of research on the benefits of cinema advertising, as well as highlighting all the major films coming up in the remainder of 2017. Grabbing attention Recent research from Brightfish – a Belgian cinema advertising specialist - has found that...

Sex Doesn’t Sell

Sex Doesn’t Sell

News | Posted 27th July 2017

SEX SELLS is a phrase most of us have heard at one point or another, especially in the advertising industry. For a long time it’s been used to justify having bikini-clad women and muscular men taking their shirts off to sell products ranging from soft drinks to washing powder to crisps. However a study has shown that this might not only fail to...

Formula One Partnering With Snapchat

Formula One Partnering With Snapchat

News | Posted 26th July 2017

Formula One wants to remain relevant to a younger audience and with this in mind is partnering with Snapchat. This is a big step for Formula One as it’s their first time using a major digital and mobile platform. The partnership kicked off with the Silverstone Grand Prix on the 16 July, with content appearing in the ‘Our Stories’ section of the...

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