ITV

Tag: WARC

  • Cannes Lions honours creative geniuses of the decade

    Cannes Lions honours creative geniuses of the decade

    NEW DELHI: Celebrating the pathbreaking, inspiring, and world-class creative work in the field of advertising, Cannes Lions, in association with WARC, has launched its “Lions Creativity Report of The Decade” on the final day of its first-ever virtual festival. 

    Presenting the report to the masses, Cannes Lions head of awards Susie Walker wrote, “The creative companies and brands ranked here have consistently produced game-changing work – and it takes more than one creative vision to produce that kind of sustained creative success. The client-agency collaborations that last longest, work best. That ours is and always was, an industry built on relationships is our best starting point for recovery.” 

    WPP was named as the Holding Company of the Decade, which has won the annual award in the category for a total of six times, since the announcement of the category in 2011. Over the decade WPP agencies have amassed over 40 Grands Prix, five Creative Effectiveness Lions, eight Titanium, 464 Gold, one Glass Lion, four Innovation Lions, seven Product Design Lions, 844 Silver and 1,385 Bronze Lions. Omnicom and Interpublic Group acquired the second and third rankings, respectively. 

    Some of the iconic work by WPP covered in the report includes Real Beauty Sketches created by Oglivy Sao Paolo for Unilever’s Dove in 2013, Magic of Flying billboard created by Ogilvy London for British Airways in 2014, and, Healthy Hands Chalk Sticks by Ogilvy Mumbai for ITC Savlon in 2018. 

    The Network of the Decade honour was bestowed upon BBDO Worldwide for being awarded best network for four of the last ten years and never dropping below fourth place over the decade. Over the past decade, BBDO Worldwide has amassed over 16 Grands Prix, four Creative Effectiveness Lions, three Titanium, 150 Gold, four Glass, 281 Silvers and 471 Bronze Lions.  The runners up in the category were Ogilvy and DDB Worldwide, respectively. 

    The selection of best work from BBDO Worldwide in the report includes The Ant Rally Worldwide Fund by BBDO GERMANY Düsseldorf for Nature WWF in 2013, Touch the Pickle by BBDO Mumbai for Procter & Gamble in 2015, and Meet Graham by BBDO Melbourne for Transport Action Commission in 2017. 

    Palme d'Or Of The Decade, for the  production company that obtains the most points for winning and shortlisted entries in the Film, Film Craft, Entertainment (Section A), Social & Influencer, Mobile and Digital Craft Lions, in addition to select Lions Health mediums, was picked by MJZ USA, which has won two Grands Prix, one Titanium, 25 Gold, 41 Silver and 64 Bronze Lions. The runners up were Smuggler USA and O Positive Films USA. 

    Some of the great work by the winner showcased in the report includes, Muscle Music for Old Spice (2013), The Man Your Man Could Smell Like for Old Spice (2010) and Possibilites for Nike (2014). 

    Other winners include:

    Brand Marketer of the Decade  — Procter & Gamble 

    Independent Agency of the Decade — Wieden + Kennedy, Portland 

    Agency of the Decade – North America won by Wieden+Kennedy, Portland 

    Agency of the Decade – Latin America won by Almap BBDO, Sao Paulo 

    Agency of the Decade – Asia won by Dentsu Inc., Tokyo 

    Agency of the Decade – Pacific won by Colenso BBDO, Auckland 

    Agency of the Decade – Europe won by adam&eveDDB, London

    Agency of the Decade – MEA won by VMLY&R, Dubai

  • Advertisers to spend $66 bn on sponsorship this year: WARC report

    Advertisers to spend $66 bn on sponsorship this year: WARC report

    MUMBAI: Advertisers are expected to spend a combined $66 billion on sponsorship this year, though fewer than one in five are confident that they can actually measure the business value return of the sponsorships they undertake.
    According to WARC’s recent report on global ad trends, sponsorship growth is trending ahead of most paid media, and $66 billion is expected to be invested this year which will mostly be on sports properties.
    Brand spend on sponsorship which is inclusive of rights but excluding activation is expected to rise by 4.9 per cent to reach $65.8 billion worldwide this year.
    Sponsorship is growing faster than all paid media channels excluding internet formats.
    North America makes up the greatest share of spend at 36.8 per cent or $24.2 billion, followed by Europe at 26.7 per cent or $17.6 billion, Asia-Pacific at 25.2 per cent or $16.6 billion, Latin America at 7.0 per cent or $4.6 billion, and then the Middle East and Africa at 4.3 per cent or $2.8 billion.

    Most of this money is going to sports properties. Among these are the FIFA World Cup in Russia, which is thought to have attracted $1.7billion worth of deals. At a time of fragmentation, sport offers large, engaged, multiscreen audiences. By volume of data, the 2018 FIFA World Cup was the most-streamed sporting event in history. TV is still king for live sporting events, with World Cup matches reaching 44 per cent of the global population via television.
    Sponsorships are principally used to drive brand metrics and reach.
    Generating brand awareness is the most important objective for sponsorship campaigns. This mirrors separate WARC research in this year’s WARC 100 that found 61 per cent of successful campaigns counted brand awareness as a core objective. This suggests sponsorship plays the same role as mass-reach media, fitting into the ‘upper-funnel’ of a marketing plan (generating awareness and consideration).
    Sponsors rely on intermediate metrics; true ROI remains a challenge.
    Only 19 per cent of sponsorship professionals are confident that they can actually measure the business value return of the sponsorships they undertake. Further, only 37 per cent of practitioners have a standardised process for measuring sponsorship.
    The top two named tools used for evaluation are digital and social media metrics. However, the Association of National Advertisers (ANA) states that social media metrics often provide a distracting noise due to their weak relationship to sales.
    Social Media and live events power sponsorship activation.

    Social is considered the number one activation channel for sponsorships by 83 per cent of marketers. However, the prevailing sentiment is that authentic engagement of sponsorship, through digital and social activation, remains a challenge.
    Possibly by way of remedy, the share of marketers activating sponsorships through experiential live events has risen to two-thirds (65 per cent) over the last year.
    WARC data editor James McDonald said, “As brands continue to jostle for a finite amount of consumer attention, the changing way in which media is consumed has led to the fragmentation of audiences. Yet sports generate an engaged, mass audience which sponsors can reach, before amplifying their campaigns via social media and experiential events.”
    Sponsorships facilitate the upper part of the sales funnel – driving brand awareness and consideration – in much the same way as TV. This can present challenges, however, such as the knowledge gap between brand impact and sales impact.

  • PointNine Lintas launched, Vikas Mehta named CEO

    MUMBAI: MullenLowe Lintas Group has announced the launch of its new independent full-service agency in India, PointNine Lintas. It would offer omni-channel marketing capabilities including creative (on and offline), PR, activation, experiential, social, media and digital transformation; all under one roof.

    PointNine Lintas will commence operations on 1 August, 2017.

    The existing marketing services of the Group will be aggregated under this new agency and will operate as its divisions. These include GolinOpinion – PR, reputation management; LinTeractive – digital marketing & transformation and LinEngage – activation, experiential & shopper. These divisions will come together to offer full-service horizontal offerings to clients of PointNine Lintas, while continuing to retain their vertical offerings for existing clients. The new agency has a roadmap to further expand its capabilities by adding new offerings to its service stack, including creative, media, technology and platforms.

    Announcing the new agency, Joseph George (Joe), Group Chairman and CEO, MullenLowe Lintas Group said, “We made our intentions to go full-service clear four years ago. While the list of companies and industries pursuing full-service (under different labels) has grown tremendously in this time, the approach to it remains more or less the same. PointNine Lintas is a fresh take at an agency model that’s multi-faceted at its core. So far, only holding companies have seen some success with this approach, but it’s restricted to a handful of very large global clients. An agency network doing this would be a first, and we believe it could broaden the base of clients who can tap into it.”

    Along with Lowe Lintas and Mullen Lintas, PointNine Lintas would be the third independent agency of the MullenLowe Lintas Group in India. Vikas Mehta, currently Group CMO and President, Marketing Services for MullenLowe Lintas Group, has been named CEO of PointNine Lintas.

    Vikas has been with the MullenLowe Group for over a decade in various local and regional roles in the APAC region including Managing Director – Lowe Viet Nam and Regional Growth Officer – Lowe Asia-Pacific. He moved to MullenLowe Lintas Group India in 2013 as the country’s first agency-CMO. In 2014, he took an additional mandate to rebuild the group’s digital business by relaunching LinTeractive. Since 2015, he’s also been President of the Group’s Marketing Services divisions. Prior to his management stints, Vikas was a planner and he authored strategies, papers and case-studies that have won over 50 international awards for marketing effectiveness. Major ones include Effie (India, Singapore and APAC), Asian Marketing Effectiveness Awards, APAC Tambuli Awards, WARC Asia Prize for Strategy, 4A’s Jay Chiat Awards, among others.

    Speaking of the appointment, Joes said, “I have worked closely with Vikas the past four years and I am absolutely certain that he is most qualified to deliver on this ambition. Not just because of his subject matter competencies required for a multi-service agency, but also for his passionate, stubborn and informed belief in ‘full service’ being the only way to go!”

    Vikas said, “We have gone from the age of communication to the age of experiences. While the market has evolved at a furious pace, the agency models haven’t. The opportunity to take the Lintas pedigree and build an agency for the experiential economy is an inspiring one. Hyper-bundling is our biggest priority as a network and I’m grateful for the challenge to build a new agency that’s hyper-bundled from day zero”.

    PointNine Lintas will work on an operating model that’s designed to evolve, much like the OS of your preferred device, to reflect the accelerated pace at which the marketing landscape is shifting. In fact, the name PointNine reflects exactly that; a philosophy of ‘forever beta’, by choice.

  • GroupM acquires controlling interest in MediaCom India

    GroupM acquires controlling interest in MediaCom India

    MUMBAI: WPP’s GroupM, the world’s leading global media investment group, yesterday announced it will be acquiring a majority stake in MediaCom India, a joint venture between GroupM India and Sam Balsara, the principal shareholder of the Madison Media group. While MediaCom India will continue operating as an independent brand, the agency will have the advantage of access to GroupM’s global infrastructure.

    This acquisition continues WPP’s strategy of investing in fast growth markets, new media and digital.

    “The majority acquisition of MediaCom in India represents a significant evolution in one of the world’s fastest growing economies. As India becomes a very attractive business hub for global clients, we are confident our talented team in India will deliver exemplary growth and results for all stakeholders,” MediaCom Worldwide CEO Stephen Allan.

    Speaking on the acquisition, GroupM South Asia CEO CVL Srinivas said, “MediaCom India has won several prestigious clients, developed a strong digital presence and has delivered award-winning campaigns for clients. As a network, we have taken giant strides globally and in India towards a more Data and Tech-led core to our business. MediaCom India can harness our world-class media infrastructure to provide more value to its clients and people.”

    Founded in 2007, MediaCom India became a joint venture in 2008. Over the last eight years, MediaCom India has established itself as one of the top 5 media agencies in the market in terms of market share (source: RECMA ratings 2015). In 2016, WARC ranked MediaCom India’s Mumbai office as one of the top 10 media agencies in the world based on performance in effectiveness and strategy impact for its clients.

    The Content + Connection agency, MediaCom India, delivers not just individual channel efficiencies but also connected communications system effectiveness by developing and optimising all content –as the fuel that drives high-performing systems. Furthermore, the India team has adapted the ‘People First’ philosophy very well from its global parent, resulting in the lowest attrition rate in the media industry. The agency has consistently won all major awards, both global and local including M&M, Spikes Asia, FOM Asia as well as The Global Awards, EMVIEs, ABBYs, etc.

  • GroupM acquires controlling interest in MediaCom India

    GroupM acquires controlling interest in MediaCom India

    MUMBAI: WPP’s GroupM, the world’s leading global media investment group, yesterday announced it will be acquiring a majority stake in MediaCom India, a joint venture between GroupM India and Sam Balsara, the principal shareholder of the Madison Media group. While MediaCom India will continue operating as an independent brand, the agency will have the advantage of access to GroupM’s global infrastructure.

    This acquisition continues WPP’s strategy of investing in fast growth markets, new media and digital.

    “The majority acquisition of MediaCom in India represents a significant evolution in one of the world’s fastest growing economies. As India becomes a very attractive business hub for global clients, we are confident our talented team in India will deliver exemplary growth and results for all stakeholders,” MediaCom Worldwide CEO Stephen Allan.

    Speaking on the acquisition, GroupM South Asia CEO CVL Srinivas said, “MediaCom India has won several prestigious clients, developed a strong digital presence and has delivered award-winning campaigns for clients. As a network, we have taken giant strides globally and in India towards a more Data and Tech-led core to our business. MediaCom India can harness our world-class media infrastructure to provide more value to its clients and people.”

    Founded in 2007, MediaCom India became a joint venture in 2008. Over the last eight years, MediaCom India has established itself as one of the top 5 media agencies in the market in terms of market share (source: RECMA ratings 2015). In 2016, WARC ranked MediaCom India’s Mumbai office as one of the top 10 media agencies in the world based on performance in effectiveness and strategy impact for its clients.

    The Content + Connection agency, MediaCom India, delivers not just individual channel efficiencies but also connected communications system effectiveness by developing and optimising all content –as the fuel that drives high-performing systems. Furthermore, the India team has adapted the ‘People First’ philosophy very well from its global parent, resulting in the lowest attrition rate in the media industry. The agency has consistently won all major awards, both global and local including M&M, Spikes Asia, FOM Asia as well as The Global Awards, EMVIEs, ABBYs, etc.

  • WARC 100 declares Mullen Lowe Lintas as top creative agency

    WARC 100 declares Mullen Lowe Lintas as top creative agency

    Mumbai:  Annual ranking of the world’s 100 best campaigns and companies based on their performance in effectiveness and strategy competitions, The WARC 100, has named MullenLowe Lintas Group, India the Top Creative Agency in the World.

    The agency is the first to claim the number one position as Top Creative Agency in the World for two consecutive years. Following at number two is Droga5, NYC with Ogilvy, NYC being ranked number three. Additionally, the MullenLowe Group global network has retained its 4th place position as Top Creative Network for the second year in a row.

    The WARC 100 study focuses on marketing that makes a difference, driving business performance or changing consumer behaviour, and the rankings are compiled from over 2,200 winning campaigns from 87 different global competitions.

    Commenting on the achievement, MullenLowe Lintas Group  Group CEO Joseph George said, “2015 was a milestone year for the agency with over 60 awards for creative effectiveness alone. This year too began well for us, being declared the Agency of the Year at Effies India in January. And now this WARC 100 recognition 2 years in a row further demonstrates the primacy of delivering ROI for our clients as our singular pursuit, as indeed in our belief in the type of work we want to deliver for our clients.”

    Adding to its list of achievements, of the three campaigns that have been selected from India in the top 20, two of them were from MullenLowe Lintas Group. ‘Kan Khajura Tesan’, which was ranked number one last year remained in the rankings at number nine this year while Idea Cellular’s campaign ‘No Ullu Banaoing’ was ranked number 17. Havells Appliances ‘Respect Women’ also managed to find a place in the table as it was ranked number 25 in the list.

    The above recognition builds on the recent success that has been witnessed by MullenLowe Lintas Group which has a host of accolades against its name including Agency of the Year 2015 by Effie India, the Most Effective Agency in APAC by Effie Effectiveness Index, The Agency of the Year – AMES 2015, The Agency of the Year – U&AP Awards 2015, Runner-up International Agency of the Year by Ad Age and also put up India’s best ever performance at the Jay Chiat Awards twice in two years.

  • WARC 100 declares Mullen Lowe Lintas as top creative agency

    WARC 100 declares Mullen Lowe Lintas as top creative agency

    Mumbai:  Annual ranking of the world’s 100 best campaigns and companies based on their performance in effectiveness and strategy competitions, The WARC 100, has named MullenLowe Lintas Group, India the Top Creative Agency in the World.

    The agency is the first to claim the number one position as Top Creative Agency in the World for two consecutive years. Following at number two is Droga5, NYC with Ogilvy, NYC being ranked number three. Additionally, the MullenLowe Group global network has retained its 4th place position as Top Creative Network for the second year in a row.

    The WARC 100 study focuses on marketing that makes a difference, driving business performance or changing consumer behaviour, and the rankings are compiled from over 2,200 winning campaigns from 87 different global competitions.

    Commenting on the achievement, MullenLowe Lintas Group  Group CEO Joseph George said, “2015 was a milestone year for the agency with over 60 awards for creative effectiveness alone. This year too began well for us, being declared the Agency of the Year at Effies India in January. And now this WARC 100 recognition 2 years in a row further demonstrates the primacy of delivering ROI for our clients as our singular pursuit, as indeed in our belief in the type of work we want to deliver for our clients.”

    Adding to its list of achievements, of the three campaigns that have been selected from India in the top 20, two of them were from MullenLowe Lintas Group. ‘Kan Khajura Tesan’, which was ranked number one last year remained in the rankings at number nine this year while Idea Cellular’s campaign ‘No Ullu Banaoing’ was ranked number 17. Havells Appliances ‘Respect Women’ also managed to find a place in the table as it was ranked number 25 in the list.

    The above recognition builds on the recent success that has been witnessed by MullenLowe Lintas Group which has a host of accolades against its name including Agency of the Year 2015 by Effie India, the Most Effective Agency in APAC by Effie Effectiveness Index, The Agency of the Year – AMES 2015, The Agency of the Year – U&AP Awards 2015, Runner-up International Agency of the Year by Ad Age and also put up India’s best ever performance at the Jay Chiat Awards twice in two years.

  • Mullen Lowe Lintas Group bags Grand Prix at Warc for Idea

    Mullen Lowe Lintas Group bags Grand Prix at Warc for Idea

    MUMBAI: Idea’s Cellular’s ‘No Ullu Banoing’ ad campaign by Mullen Lowe Lintas Group has won the $5,000 Grand Prix at the WARC Prizefor Asian Strategy awards.

     

    All of its three shortlisted entries won multiple laurels at the awards leading the India and South Asian leg.

     

    ‘Idea Cellular: The fool-proof internet service’ won a Grand Prix, a Gold and also picked up a cash prize of $5000, making it a second year in a row.

     

    Of the other two shortlists, ‘Havells: A woman is not a home appliance’ won silver and Local Hero Special Award cash prize of $1000 while ‘Tata Tea: From packaged good to packaging good’ won a bronze award at the event.

     

    Lowe Lintas national planning director S Subramanyeswar said, “It is amazing to see our work being appreciated on a world renowned stage like WARC. This consistent recognition amplifies and glorifies our belief in creating authentic and relevant work that works in the marketplace. We carried on from our excellent standing last year where we won both the Grand Prix and also the first Special Prize ever. We thank the jury for bestowing this honour once again on us. We hope to keep raising the bar.”

     

    The Warc Prize for Asian Strategy is the annual competition to find the region’s best strategic case studies. Into its fifth year, the free-to-enter Prize is Asia’s leading showcase for incisive strategic thinking in marketing, with a $10,000 prize fund for winning papers. The 2015 edition of the awards event was held in Mumbai on 29 October, 2015 and attended by prominent advertising and marketing professionals.

     

    This year, a total of 39 entries were shortlisted with more than half of these coming from India. With 21 case studies, entries from India made up for a chunk of the total while China/Hong Kong and Singapore each contributed four entries and the Philippines three. Overall, the award platform received more than 130 entries from across the Asia Pacific region and the shortlists came from eight markets and from a mix of major networks and local independent agencies.

  • Indian brands eye 25% increase in mobile marketing spends

    Indian brands eye 25% increase in mobile marketing spends

    MUMBAI: In this ever changing and developing world, which is led by technological advancements, brands need to constantly re-examine their strategies and explore the full extent of the tools at their disposal. In a scenario like this, the key to the mobile marketing industry’s success is for brands to take a focused and consumer-centric approach.

     

    What’s more, according to a research called “State of the industry – mobile marketing in India” conducted by WARC in conjunction with Mobile Marketing Association (MMA), around 75 per cent of Indian marketers are looking to raise their mobile marketing spends to 25 per cent from this year from 10 per cent or less from the previous years. What’s more, the number might even hit 50 per cent in the next five years.

     

    According to WARC Asia Pacific MD Edward Pank, the study indicated that Hindustan Unilever was the most innovative mobile brand in the country followed closely by Flipkart, Samsung, Amazon and Paytm while Telecom and Retail ead the way in terms of innovation and location based marketing.

     

    The annual MMA Forum India 2015, which was held in Gurgaon recently, was themed ‘Acquiring, Reaching and Engaging the Right Consumers through Mobile.’ The forum saw speakers from brands, agencies and technology companies, dissecting successful and innovative brand campaigns over the previous year to highlight the importance and effectiveness of mobile within the marketing mix.

     

    “Capability-building and innovation are key to the success of the mobile marketing industry. In light of the rapid evolution of technology, it’s important for brands to take a focused and consumer-centric approach to mobile,” said MMA Asia Pacific managing director Rohit Dadwal.

     

    The MMA Forum India 2015 kicked off with a keynote session by Unilever regional vice president – media Rahul Weld, who discussed Unilever’s innovative approach to marketing and its success in reaching out to the targeted customer through effective strategies.

     

    Talking about the importance of “seizing the moment” when reaching out to the consumer, Google India industry director – e-commerce, retail, online classifieds and technology Nitin Bawankule said, “The most effective way to reach out to the consumer is to target them in time of their need. Every consumer looks for solutions on their mobile devices and strategic advertising are key to catching the consumer at this moment.”

     

    Media specialist and writer Vanita Kohli-Khandekar and Vserv co-founder & CEO Dippak Khurana brought to light the various aspects of mobile commerce, advertising and data that can help shrink the intent-purchase gap. 

     

    Talking about the need to share data to leverage its power to reach, engage and acquire the consumer, Khurana said that publishers with significant “consumer attention” will try to move to commerce and that while consumers in India have regularly demonstrated their appetite to pay through mobile, marketers have been shy of sharing data that could help them buy through mobile platforms, significantly limiting their success.

     

    Madhouse Inc founder & CEO Joshua Maa discussed the similarities and the difference between different Asian markets with a focus on India and China during his session – “No two markets are the same yet they are not different.” He covered aspects and opportunities where India could learn from China and vice versa.

     

    Group M CEO CVL Srinivas moderated a panel discussion with Pepsico India vice president – beverages category Vipul Prakash, ZEEL chief business officer Sunil Buch and OLX India CEO Amarjit Singh Batra, where they shared insights on becoming “mobile capable” and how media owners, brands and agencies can come together to build mobile insight and capability to achieve the desired level of maturity.

     

    Yahoo Asia Pacific senior director marketing Nitin Mathur unveiled the various aspects of Flurry, the mobile-analytics company acquired by Yahoo, and discussed its potential to influence the consumer by tracking their behaviour on apps and building personalised and relevant communication thereby highlighting the need for more such tools in the space.

     

    Opera Mediaworks Asia managing director Vikas Gulati illustrated the effectiveness of mobile devices in connecting brands and consumers by discussing the success of AskMeBazaar.com’s campaign with Askme India group CMO Manav Sethi and Findit Malaysia that was executed by Opera MediaWorks. Gulati discussed at length, the power that mobile empowers brands with, to control consumer behaviour as they are most intimate and used media device.

     

    As part of the MMA forum 2015, Madhouse – South Asia COO Milind Pathak introduced the winners of Madlabs, a platform introduced by Madhouse to showcase the innovative mobile communications and solutions in the startup ecosystem and espoused the effective use of mobile to reach out the targeted consumer.

     

    The MMA Forum was followed by the MMA’s mobile excellence awards program – SMARTIES India 2015 where the winners from 15 categories and five Industry awards were announced.

     

    Over 330 delegates and 34 industry leaders representing the mobile marketing ecosystem in the country came together for the day-long event to discuss and deliberate over the future of the industry.

  • Television ad revenue in UK touches new high in 2014

    Television ad revenue in UK touches new high in 2014

    NEW DELHI: The total television advertising revenue in the United Kingdom increased by six per cent in 2014 to reach a new record high of ?4.91 billion.

     

    This is the fifth consecutive year that TV ad revenue has grown in the UK, according to full year revenue figures provided to Thinkbox, the marketing body for commercial TV in the UK by the UK commercial TV broadcasters.

     

    The figure represents all the money invested by advertisers in commercial TV: linear spot and sponsorship, broadcaster VoD, and product placement. 

     

    TV advertising investment is forecast to grow again in 2015. The Advertising Association/Warc predicts TV ad revenue to grow by 5.5 per cent in 2015.

     

    TV advertising prices in 2014 were some 40.7 per cent cheaper in real terms than 20 years ago and commercial TV dominated viewing with viewers watching 45 ads a day. Around 65.8 per cent of TV set viewing in 2014 was to commercial TV channels, meaning that the average person watched two hours and 25 minutes of commercial TV a day.

     

    A significant trend in TV advertising is the increasing investment from online brands and services, such as Amazon, Google and Netflix. Based on data from Nielsen, which details advertising investment, when online brands and services are grouped together they form the second biggest spending category on TV having doubled investment since 2010 to over ?400 million. According to Nielsen, in 2014 Amazon and Google each invested ?10.5 million in TV advertising in the UK for their online services and Netflix invested ?8.5 million.

     

    There were 800 new or returning advertisers to TV in 2014 (returning after no TV advertising for at least five years), based on Nielsen and Sky’s AdSmart data. Notable new or returning investors were Ryanair, Booking.com and Swinton Insurance.

     

    Commercial impact – the number of TV ads watched at normal speed – during 2014 decreased by 3.3 per cent compared with 2013 but have grown by 27 per cent over the last ten years. The average viewer watched 45 ads a day – seven ads more a day than ten years ago. Collectively the UK watched an average of 2.65 billion ads a day in 2014.

     

    Thinkbox chief executive Lindsey Clay noted that 2014 was the fifth consecutive year that TV advertising revenue had increased in the UK. 

    “Confidence in TV advertising reflects its unrivalled ability to create business profit and sales. It is also a testament to the brilliant content invested in by the UK broadcasters and the unique qualities of TV as a medium. No other form of advertising can do what TV does. And, as TV viewing evolves to become more flexible for viewers, this is opening up new opportunities for brands to harness its power,” she said.