iProspect’s Post

In a constantly changing media landscape, it’s not just about looking good — it’s also about reaching and engaging people where they watch. Learn how Tempo OMD Hellas and L'Oréal’s Maybelline leaned in to Video Reach Campaigns for a lift in awareness at reduced CPM 👉  https://lnkd.in/ewmRTbkq

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers. Congratulations. It's always harder than you imagine, and time seems to go faster than the free drinks at a media party. But of the 186 shortlisted Campaign Media Award entries, 96% come from media agencies within the Top 20 (Campaign School report billing 2023) Just 3.7% have come from agencies outside of this, six agencies: Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi London for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and so don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having 8-or-9 figure media budgets and creative budget to match. You don’t in short, have availability bias. We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements. At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Welldone to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

How is everyone feeling about the ad landscape this year? As we edge closer to the Olympics and election season, the ad market is preparing for a shake-up. While costs are likely going to rise through this year, I'm thinking that the brands that will win are those that understand the unique emotional impact of these global events. They're not just buying ad space; they're buying into moments of history. Again, creativity is going to be key. The brands that stand out will be those that can craft messages that resonate, push through the clutter of competition.

Showcasing our recent achievements and exploring the ever-changing digital terrain with Omnicom Media Group (MENA). From emerging trends to innovative strategies, it's clear: the digital landscape is constantly evolving, and we're here to navigate it together.    #hypermedia #CreatorsofIMPACT #agency #DOOHadvertising #media #advertising

Creativebrief Industry Insights 2024: Embracing the Weird (and Wonderful)🧠 From John Lewis & Partners' unashamedly strange Venus flytrap by Saatchi & Saatchi UK to Hyundai's robotaxi global OOH promoting its latest driverless vehicle in an unconventional way, we've seen some wonderfully weird campaigns emerge recently. As we get further into 2024, we expect to see weirdness used a lot more in creative execution and communications. As a growing importance on subcultures emerges, the fragmentation of audience's attention in niche communities will allow even more space for the 'weird' to be celebrated. As part of our 2024 Industry Insights, we have assembled all of the latest 'weird yet wonderful' content and data, distilled from the Creativebrief marketing intelligence platform and our daily conversations with brands into one place. Want to check out all of this year's topics? Download our full Industry Insights 2024 report: https://lnkd.in/e2xC3gA3 Post features work by: House 337, Wonderhood Studios, and Dominic Murray, Global Head of Innovation, GroupM

▪ Advertising Agencies rely on 3rd party testing before an ad runs. ▪ Media Agencies rely on 3rd party tools to measure effectiveness. ▪ Media Companies rely on 3rd party methodology to validate results. ▪ Brands rely on 3rd party data and research to assure their agencies' performance and media investments are being optimized. ▪ Experiential Agencies self-report. 🤷🏽♂️ This leaves our experiential efforts vulnerable to question our results, leaving success to subjective interpretation. #experientialmarketing #sponsorshipmarketing #sportsmarketing #eventmarketing #eventroi #commonmeasurement #onxiteanalytics

Love this impressive effectiveness research: "The New Business Case for Advertising" by Thinkbox, EssenceMediacom, Gain Theory, Mindshare and Wavemaker 💡 In the study, they´ve analyzed a huge amount of MMM cases: £1.8 billion of media investment in the UK across 10 media, 141 brands, and 14 categories. The report contains so many great insights about media effectiveness and channel performance – but this is probably one of my favorite 👇 Advertising pays back in the short-term (1-13 weeks), but it really pays back in the long-term (3 to 24 months) . Approx. 60% of the advertising effects come from the long – as Les Binet and Peter Field pointed back over ten years ago in "The Long and the Short of it". #marketing #MMM #paidmedia #advertising #mediamixmodeling

The Drum Awards Festival is open… Taking place from Nov 27 - Dec 8 The Drum Awards Festival covers everything from creative to content and PR to OOH, with winners announced at daily awards shows. Full rundown HERE: https://lnkd.in/eWiZndSP The Experience Awards, kicking off awards proceedings tonight at 7.30pm, were chaired by Judy Lee, global director of experiential at Pinterest, and our very own Jonathan Emmins, founder and global ceo at Amplify. They led a jury that included representatives from the likes of General Motors, Bumble Inc. PepsiCo and BBH London. For their ‘Inside the Jury Room’ series, The Drum’s senior reporter Hannah Bowler caught up with Lee and Emmins to talk about what went on inside the jury room as they deliberated the entries… One trend they noticed this year was how brand experience work was leading the marketing strategy: “I genuinely believe that, for consumers and marketers alike, the pandemic brought on long-overdue innovation and integration,” says Emmins. “Maybe 10 years ago, the brand experience was the party at the end and now, with more traditional forms of advertising struggling to cut through, the brand experience can be the big idea and driving cross-channel campaign. It’s exciting to see. The trends I saw coming through [in the entries this year] were bigger ideas and real integration.” After poring over entries to the awards this year, Lee agreed that brand experience work is being prioritized by marketers and that is leading to more consideration of the metrics for how to measure success. “We all have to work smarter,” she says. “One of the things I’m seeing is that [brand experience work] has to fit a number of goals; it’s not just about press, impressions and reach. It’s got to hit multiple things. And those are the pieces of work that really stand out. The work is just getting smarter as marketers and brands think about investment.” Good luck to all the nominations for The Drum Awards for Experience, featured HERE: https://lnkd.in/edA2B7sD 'In the Jury Room' interview and article HERE: https://lnkd.in/eRfCP43Y #creativity | #design | #community | #content | #brandexperience | #experiencedesign | #experientialmarketing

Going public has been a trend for global advertising agencies for decades. This trend has now followed the Indian ad landscape. We speak to experts on the implications of going public, the opportunities and challenges and how the ad world is set to change. Experts: Dr. Yogesh Lakhani, Chairman & Managing Director, Bright Outdoor Media Limited.  Ashraye Lalani – Director Technology & Growth, The Crayons Network Raghav Bagai, Co-founder, Sociowash Follow the link in comments to know more. #advertising #marketing #expertspeaks

Looking back on the revolutionary advancements in advertising this past year, one thing is clear. If you want to stand out in 2024, it’s time to deliver IMPACT. Out-of-home advertising (OOH) is a dynamic force, not only for our visibility but as a key player across the entire marketing funnel. LED Truck Media is the answer to capturing attention and sustaining engagement. Our seamless integration strengthens your overall brand narrative while providing a low CPM. We’re an efficient, innovative, and cost-effective choice for businesses that are ready to level up. #BigIdeas2024 #Adtech #MarTech #OOH