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Latest from the Thinkbox Blog,
BLOG: There wasn’t a great deal of fuss made last week when the Advertising Association revealed the official UK ad revenue figures for 2012. It was quite a quiet revolution. But I think there should have been more fuss made. So here’s some I should have made earlier. Firstly, the industry should congratulate the Advertising Association for listening to it – no mean feat when there are so many parties keen to...
BLOG: Two things happened when I read this week’s report that Gavin Darby, chief executive of Premier Foods, had followed up his good financial results with the statement that his company would be “unashamedly sticking with TV advertising”. Firstly, I gave a little inner cheer for Premier Foods and their supreme good sense at investing in TV advertising. But then I couldn’t help sighing over the word ‘unashamedly’ and the fact he felt the need to use it. Why should he feel even a tad guilty at using TV when it has never been cheaper in real terms or as effective or as technologically dynamic. Why does he need to apologise to...
BLOG:‘It only takes a second to score a goal’ is one of the most exasperating things people say. Obviously you hope they are saying it during a football match rather than, say, in the throes of passion, but in any context it’s annoying. It ignores all the effort that has gone into creating the opportunity for the goal to be scored: the passing, the movement, the persistence, the skill, the training – and the luck of course. I was reminded of this when advertising’s provocative centre forward Trevor Beattie recently announced the death of...
We’ve distilled our key research pieces into short responses to the most frequently asked questions regarding TV advertising, often by non-marketers on company boards. This handbook, created with the Marketing Society, provides concrete proof that TV can work for you and proof that it pays back, whatever the time scale. Here you can read it for yourself or navigate through to some handy nickable PowerPoint slides with notes that will help you make a watertight case for investment in TV
15 million people watched all or part of the first ever live televised election debate between our three largest political parties, delivering an average live audience of 9.4m. This was not only something quite new in the evolution of our democracy, but also a gripping bit of telly that got us tens of thousands Twittering, Facebooking and Googling – plus millions chewing it over in livings rooms and pubs across the nation. A programme like this reminds us that TV is the most social medium of all. In all the hype about social media’s important role in the Obama campaign, it’s often overlooked that it was the live TV debates and a huge TV advertising campaign that mobilized support for Obama in the first place, which the web then captured and amplified so profitably. The money that Obama raised online was then ploughed back into buying more TV advertising. Here you can read about ITV’s innovative cross platform approach to the debate, get the key social network figures and also find out how various types of analysis were used to monitor the performance of the contenders in real time. It’s a story of sentiment analysis, a worm and a place called Tweetminster.
In this extended interview for our Televisionaries series, David Wheldon tells us how Vodafone have leveraged TV to drive their business in the UK, and how this has worked globally via televised sports sponsorship. David has worked on both sides of the media fence and has a unique perspective on clients and agencies; addressable advertising; mobile phones as a medium; media multi-tasking; addressable advertising and TV’s crucial role in the centre of most marketing plans. You can watch the full interview here.
In this film for our Televisionaries series, we get a creative agency perspective on the future of viewing and the future of brands on television. David Hackworthy and Robert Senior talk about cultural impact; liberating technologies; the unrivalled power of film grammar; emotional and rational worlds; and television’s increasingly important role in communicating brand complexity and in explaining where brands fit in the world. Well worth a look!
This is the place to catch up with the latest headlines from the Thinkbox blog on Brand Republic, link through to the full articles, and join the debate if you wish. You can also watch Thinkbox's Televisionaries on film series here, which is designed to explore the future of TV - what it means for viewers and what it means for brands - through a series of interviews with the cream of the TV and advertising industries. Well worth a look.