2020 was the year many brands stopped talking about advanced TV and started using it. Hilton Hotels used custom-built audiences to reach only their best prospects. SodaStream created 80 hyper-local campaigns, each centered around a particular Boots store. Just Eat targeted lapsed customers among All 4’s database of registered users.
Alongside these big names, the fall in TV advertising rates due to the pandemic and the precise targeting available through advanced TV technology has made TV
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What’s stopping you using advanced TV advertising?
-
Choice - the key to keeping the open internet alive
Historically, digital advertising across the open internet has been a great democratising force. It affords consumers choice and free access to top quality content, in the form of news, videos, music and games, while simultaneously funding media owners around the world. But, for the past few years, advertisers have had to negotiate a plethora of hurdles from Government regulation, platform privacy policies and the removal of third-party cookies, in order to achieve relevance in digital adve -
Hearst deepens Philips partnership with body-positive virtual event
The project embodies Philips' key messages around celebrating and embracing the diversity of women. -
Creatives reflect on Levi's 'Laundrette' following the death of Nick Kamen
Nick Kamen, the star of the 1985 Levi's ad "Laundrette" by Bartle Bogle Hegarty, has died at 59. -
Navigating today’s TV
The era of advanced TV advertising has begun, creating new capabilities for the medium and promising to make television advertising even more effective. But it also means greater complexity for the broadcasters, advertisers and agencies trying to unlock those capabilities and capitalize on that promise.
So Thinkbox, the marketing body for commercial TV in the UK, joined forces with The Drum to create Navigating today’s TV, an online discussion intended to explore what advanced TV advertisi -
Aviva shows green credentials with 100% recyclable posters
‘It takes Aviva’ launched in April, and is the company's biggest brand campaign in fiveyears. -
Pick of the Week: Lux’s championing of Caster Semenya shows true solidarity
The campaign encourages people to sign a petition challenging Semenya’s ban from athletics. -
Only 8% of WPP’s most senior leaders in the UK are from a non-white background
WPP reveals the breakdown of its staff's ethnicity, gender and age. -
Time to shift your behind? Appetite for takeaways, TV and TikTok surged during lockdown
The lockdowns have seen an increase in a more sedentary lifestyle. -
George Clooney trades coffee for carbs with Warburtons campaign
Previous ads starred Sylvester Stallone and Robert De Niro. -
Kraft Heinz moves Beanz creative account to Dentsumcgarrybowen
BBH will continue to work on other Heinz brands. -
‘Cool, dangerous, ethical’: inside Formula E’s campaign to reach its full potential
“The world didn’t need another motorsport,” chief branding officer Henry Chilcott remarks on the advent of Formula E. “The reason Formula E came into existence was through its capacity to make a positive impact to the world.” The first sport to have a net zero carbon footprint, Formula E positions itself as the clean, future-facing alternative to Formula 1 (F1).
Now in its seventh season, while it is relatively new to the circuit, Formula E alrea -
A Week in Creative: Guardian’s 200th anniversary and Hey Girls’ angry period poverty ad
Welcome to A Week in Creative, your one-stop-shop for creative news. This is an extract from The Drum Creative Briefing, which you can subscribe to here if you’d prefer it in your inbox once a week.As part of The Drum’s new Creative Works round-up, each week we celebrate the 10 best ads from our Creative Works section, asking our readers to vote for their favorite.
The pick of the week is without a doubt Dove’s Reverse Selfie, with 1218 votes and c -
Ad of the Day: P&G salutes Olympic parents as it gears up for Tokyo 2020 brand blitz
It’s been a whole five years since Procter and Gamble (P&G) unveiled ‘Thank You Mom’, its Rio 2016 masterpiece which celebrated the mothers behind Olympic and Paralympic champions. Now, as we gear up for the postponed Tokyo 2020 Games, the Tide and Always owner is looking to reduce viewers to tears once more by shining its spotlight on parents.
The FMCG giant has unveiled a multibrand campaign inspired by the many Olympic and Paralympic athlet -
British Airways appoints Tom Stevens to top marketer role
Stevens began his career at BA on the airline’s graduate scheme in 2011. -
Creative Works: 10 of the best ads of the week from Freda to Formula E
At The Drum, we believe great work deserves recognition and that talented creatives should get their share of reverence for the hard work they put in. So each week we will update our hall of fame, celebrating the 10 best ads from our Creative Works section. Welcome, and don’t forget to vote for your favorite!
In partnership with Adobe Stock, The Drum’s Creative Works is a handpicked selection of our favorite work from around the globe, covering digital, -
Learning and development: the top priority for agencies & brands with growth on their minds
Business and agency leaders all know that employee training and development is important and yet investment in these programs often fall to the wayside. That needs to change. Post-lockdown investing in the professional and personal development of team members is more crucial to success than ever, according to the participants of a recent video panel session, hosted by The Drum and Stein IAS. Here’s what you need to know.
Are companies that invest in training, just training their people to -
How BT promoted women’s football by redesigning a London pub
Pitch Marketing Group scored a goal for equality with its Red Lioness campaign for BT Sport, winning the Sport and Leisure category at The Drum PR Awards 2020. Read how they transformed one pub and encouraged hundreds more to provide women’s football fans with a home for the game.
The challenge
If the pitch is the hallowed turf, the pub is the church where fans congregate to worship the beautiful game. But women made up just a third of pub visitors last year. And while 59% o -
How industry came together to take down biggest ever CTV botnet
Industry collaboration involving the likes of Roku and Google has succeeded in dismantling CTV’s most sophisticated threat to date. As part of The Drum’s deep dive into the future of TV, we catch up with Human, the company that uncovered the Pareto botnet, to get the inside story. The Pareto botnet was first discovered by the Satori Threat Intelligence and Research team at Human (formerly White Ops) in 2020 and named after the Pareto principle, the economic term that specifies t -
'We caused a bit of a stir': Standard Life Aberdeen & Wolff Olins defend mocked Abrdn rebrand
“The short answer is simple – we had to,” replies Stephen Whitehead, chief brand, marketing and corporate affairs officer, when asked why they decided to rebrand Standard Life Aberdeen (SLA).
Despite the name, the past few years have been far from standard in the life of a financial services brand. Combining their services in 2017, Standard Life and Aberdeen Asset Management’s merger brought more problems than it fixed. And, after a secret sale of the Standard -
How to create expansive content to benefit SEO and improve organic search visibility
Whether it’s featured snippets, Rankbrain or BERT, Google is constantly evolving its algorithm’s ability to understand human language and intents. This has been seen through its various iterations and updates over the years, such as:Quick answer boxes and featured snippets (2013): Featured snippets give users an immediate result to their queries, marrying up the impatience of modern search habits with the appropriate intent-matched result, providing a response to a given (typically q -
Will adspend in 2021 really surpass 2019?
Is advertiser confidence bouncing back harder than we previously thought? -
FA bids to ignite grassroots participation with England Football brand identity
The new brand aims to talk directly to consumers. -
Prêt-à-pandemic: how fashion and beauty brands continued to look good in lockdown
When Covid-19 struck, every kind of gathering, from birthday parties to christenings to weddings to nights out, holidays, festivals, gigs, sports matches and roller discos, was cancelled overnight. Party dresses and high heels became joggers and slippers, while suits and ties became T-shirts and leggings.
And why not? What is the point in looking good if no one is there to see you? Although that does leave the question, how does an industry predicated on the idea that consumers will be seen surv -
What does rise of mobile OTT in South East Asia mean for future of TV?
There’s a quiet revolution going on in South East Asia. While much of the world embraces CTV, it is mobile OTT that’s giving traditional TV a run for its money here. As part of The Drum’s deep dive into the future of TV, The Trade Desk’s Mitch Waters tells us why he thinks advertisers should commit to a strategy that embraces all screens.
2020 was the year that changed TV forever, fast tracking its shift to digital. Markets such as the US and Australia logged major gains -
Twitter joins live audio platform race by opening Clubhouse rival Spaces
The feature, no longer in beta, will allow brands and users to create and host live chat rooms. -
ITV eyes 90% advertising bounce-back in June
Euro 2020 and Love Island's return are boosting a "strong" late-pandemic rebound. -
IAB: US digital video ad spend, driven by CTV, to form 56% of total video in 2021
US digital video advertising continued to boom in 2020, fuelled by a surge of interest and inventory in the connected TV (CTV) space, according to research from the Interactive Advertising Bureau (IAB), a leading digital advertising body.
The digital video category is comprised of CTV, desktop and mobile video. CTV reached new heights with 22% growth year-on-year. Of the 350 marketer and agency executives quizzed, average CTV spend sat just shy of $20m, digital desktop was up 3% to $17.56m -
WWF 60th anniversary ad is a punchy reminder that the planet still needs saving
No act of charity, it’s an act of survival. -
Unilever and Nestlé commit to voluntary green advertising surcharge
AA initiative AdGreen is set to launch its 'carbon calculator' in September. -
ITV ‘cautiously optimistic’ as revenues recover from pandemic
ITV revenues bounce backThe commercial broadcaster, known for its wildly successful Love Island franchise, is on the rebound across most sectors with revenues at its production arm ITV Studios up by 9% at £372m – versus £342m last year.
First-quarter financial results were also flattered by a 14% jump in online revenues.
Not all is sunshine and roses in ITV’s garden, however, with media and entertainment revenue tarnishing the broader picture after slipping 3% t -
How to adapt your marketing strategy to Apple’s tracking changes
After almost a year of anticipation, last week Apple implemented its advertising tracking changes. Going forward, all businesses must request user permission to access their unique identifier for advertisers (IDFA).
With 80% of users expected to withhold this permission, that presents a challenge for marketers. No permission means no way to learn about shoppers and serve targeted ads via Facebook and other social media platforms. Brands relying on these as their acquisition strategy suddenl -
Haymarket launches new global brand Performance Marketing World
New title will be 'source of truth' for fast-growing digital sector. -
Here’s how UK agencies are improving their gender pay gaps
As the ad sector in the UK stalls in its efforts to bridge the gender pay gap, we explore how Mediacom and Wavemaker have managed to successfully reduce theirs.
Across the UK’s advertising industry, progress on reducing the gender pay gap has begun to stall. But while efforts at some companies and in the wider economy appear to be slowing, held back in part by the economic impact of Covid-19, there are also success stories in the statistics.
At the few UK agencies consistently cuttin -
Could AI product placement help brands break through the ad break?
Combining programmatic knowledge with powerful video editing software, one adtech company is looking to help advertisers break through the ad break. As part of The Drum’s deep dive into the future of TV, we find out how.
With the sheer volume of ads on TV, digital and every other channel all competing for audiences’ attention, it’s no wonder brands commonly worry about being seen. Leading some to propose that advertising within TV shows, and not in the -
The future is creative impact: goodbye cookies, hello impact
With the retirement of third-party cookies on the horizon, Tim Schultz looks at why ad impact will become even more important.
The price of digital inventory has always been set by two factors: scale and relevancy. That’s why Cookie Death Day will be Christmasx365 for the Big Four (Google, Facebook, Amazon & Apple). The majority of online media is traded through these platforms, and soon their data will be the only unified data around. DSPs can integrate, publishers can aggregate, and -
The ‘carbon calculator’ that will let ad agencies measure their CO2 footprint
AdGreen, the low-carbon arm of the Advertising Association, is to make its carbon calculator freely available to all in the UK advertising industry in September 2020.
The bespoke tool provides advertising agencies, production companies and service companies the ability to collaboratively measure the carbon impact of their projects and to identify the highest carbon-producing activities.
What will the carbon calculator do?The carbon calculator serves as a one-stop tool for advertising agencies to -
YouTube introduces interactive ads for connected TVs, more original programming
via campaignlive.comUsers can learn more about a product through second screen activation.
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