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In an era of rapid technological advances and an ever-evolving media landscape, the advertising industry is in a constant state of flux. And, with the rise of digital platforms, social media, and online streaming, many have questioned the relevance and value of traditional TV advertising.
However, despite a slump in TV advertising expenditure in the latter part of the last decade, both 2021 and 2022 saw significant growth in total TV ad spend, bolstered by the burgeoning broadcaster VOD market. In short, broadcast channels continue to wield significant influence, especially within the UK’s dynamic and diverse market.
This article aims to shed light on the present state and future outlook of TV advertising costs in the UK. We will dissect the variables affecting costs and explore the impact of streaming on this venerable medium.
When it comes to advertising on television, the perception common among many businesses is that it is expensive and unfocused – an activity reserved for those companies with the deepest pockets and the broadest target audiences.
Whilst there are many ways for almost any business to enter the world of TV advertising, the outlay required and the uncertainty of results means brands are often reluctant to take that first step, choosing instead to devote their budget to less risky, more targeted online marketing channels.
With BVOD (broadcast video on demand) comes the potential for broadcasters to smash these barriers, and offer advertisers a more accessible route to the nation’s favourite channels and their huge audiences. Step up: Sky AdSmart.
A New Way
With its AdSmart platform, Sky claims to have “levelled the playing field”, providing advertisers with the opportunity to reach a mass market in a sophisticated, highly-targeted programmatic fashion.
Eschewing the need for a big investment or commitment to buying ad space across an entire network, the “revolutionary approach” offered by AdSmart gifts minor brands the same access to TV advertising as major brands.
Too good to be true? As a professional media buying agency, more than familiar with the traditional approach to TV advertising and the barriers that come with it, we wanted to find out.
Despite the tremendous blow dealt by the COVID-19 pandemic, out-of-home (OOH) advertising in the UK remains a powerful and profitable avenue for marketers.
The nation’s advertisers spent £901 million on outdoor media in the last 12 months, representing an impressive year-on-year growth rate of 31.5%. It would seem that as the people of Britain start looking to get outside again, so too are advertisers taking steps to ensure they’re well-placed to capitalise.
Indeed, the opportunities for out-of-home advertising have never been more solid, with traditional print and digital out-of-home (DOOH) displays found in a range of sizes across the country.
However, for startups, small businesses, and those without the purchasing power to grab the most sought-after public spaces, there is often a question of how best to enter the market.
In this article, we will delve into the world of OOH, a classic yet incredibly dynamic realm of marketing that continues to shape our public spaces and consumer behaviour. We’ll discuss its enduring relevance in the modern digital age, the creative opportunities it presents, as well as its impressive potential for generating impactful brand impressions.
The past few years have seen a huge increase in the volume and variation of digital out-of-home (DOOH) advertising. In 2010, digital screens accounted for 6% of outdoor advertising media; analysts predict this will rise to 10.35% by 2026, with digital out-of-home achieving a global market size of £27.6 billion.
Considering the audience targeting, interactivity, and ad personalisation options offered by the medium, it’s no surprise that media publishers are increasingly looking to boost their portfolios with digital screen advertising technology.
However, for small- and mid-sized companies attempting to reach consumers via these DOOH channels, accessing the DOOH ad industry can seem intimidating (if not impossible). This is where a firm like Media Buying can help. In this guide, we aim to demystify the media purchasing process for DOOH channels, helping you reach your target audience cost-effectively and with maximum efficiency.
In the last week, some 30 million people in the UK were exposed to at least one form of bus advertising. The astonishing reach of this media format extends to bus passengers, car drivers and pedestrians alike, and offers a cost-effective way for businesses of all sizes to deliver brand messages on the high street and beyond.
At either a local or national level, bus advertising can deliver exceptional returns to businesses across a wide range of commercial sectors. However, harnessing the potentially massive exposure to hit a defined target audience can be tricky.
This article will examine some of the key strategic considerations we make when building successful bus advertising campaigns/.