Digital Advertising

The most closely watched media space at the moment, online advertising is an exciting part of modern advertising. It’s also something we enjoy using (and we’re pretty good at it too).

Online advertising consists of adverts placed on websites (via different methods – we’ll get to that), search adverts that appear on internet browsers like Google and Bing and pretty much any advert you see on the internet. All except social media, that’s a slightly different kettle of digital fish. But it goes beyond that, there’s also email advertising, in app ads and even audio adverts on platforms like Spotify.

The digital world is a busy place, so it takes a good understanding of the vast array of options and ways to aim them to get the right people at the right time.

That’s where we come in.

We can deliver your ads to your audience of BMW driving, non-smokers who read only broadsheets and we can make sure those ads only hit while that audience is experiencing fair weather with a cool easterly breeze, on a Saturday evening, in their recently renovated semi-detached homes in Norfolk. Yes, it really can be that precise.

It takes a lot of research for us to find out if that really is your audience and that is the right time for them to receive your adverts, but it can make all the difference.

Achieving the best result for a campaign is really important to us and online advertising offers one of the best, most accountable ways of achieving those results. Every impression, engagement and click through can be measured and tracked.

We use methods, like tracking pixels, to track individual engagements with your adverts to the point of conversion. From the moment someone clicks on your advert we can tell you if that click earnt you any money, gained you a new follower or increased the length of your mailing list.

Whatever the objective, online advertising is great for result gathering and audience research.

Magazine Advertising

Magazine circulation has been fluctuating in the last few years, but some titles are holding strong. The majority of high street magazines like NME, Cosmopolitan, Empire and Good Housekeeping have circulation numbers ranging between 200,000 and 500,000. Big numbers when you consider their specialist subject areas and these numbers are just the tip of the media iceberg. They all have extensive social media followings and large numbers of site visitors.

Magazines highlight something that’s happening a lot amongst media; a crossover between mediums – magazines and newspapers are now also very much digital content producers as well as print. They’re bloggers and tweeters and posters as well as journalists and feature writers.

As a traditional medium magazines allow for a much more considered approach to advertising, unlike media such as out of home, social media and online adverts, audiences tend to spend longer viewing print adverts. This means designs can be more detailed, more informative and, in some cases, spread over more than one page. It’s rare to have the luxury of your audience’s time and attention in modern advertising so magazines can be a valuable addition to any campaign.

They’re also a great way to target specific audience groups based on interest. Every magazine has a specific focus and a breakdown of their audience demographic. Combined with careful audience research we’re able to get the right audiences to open up to clients’ adverts as they browse their favourite topics. If the advert fits seamlessly into that experience you can achieve fantastic results.

Magazines are still an exciting media form and we love using them when the project is right. Because they also pack a punch online now too they offer well-rounded advertising opportunity. The future of print media may be in doubt, but right now they still offer the right brands a valuable platform.

Newspaper Advertising

31.4 million people still regularly read newspapers in the UK - that’s 60% of the population.

Press, despite its reported decline in the last few years, is still a valuable media space for advertisers. Particularly when you take into account the specific audience types to whom the various press titles circulate.

News organisations, regulatory bodies and specialist research companies, like Newsworks and JICREG keep a careful eye on audiences and provide precise numbers and research about every individual title in the UK. Because of this, we are able to put together highly targeted media plans to get your press adverts in front of your target audience.

Newspapers also offer the opportunity for close targeting of geographical areas – every town and city have several local titles which tend to be more popular with various areas and demographics. This gives us the chance to be hyper-targeted with press in the right circumstances.

Then there are speciality titles like the Metro with which we can target commuters. We used this title’s South Wales publication to great effect with our campaign for Arriva Trains Wales promoting a big sale on advance fares. Their audience, in this case, were commuters in Wales and some border regions. The majority of that audience reside and travel in South Wales so it was ideal. The campaign itself delivered record-breaking results for the client and the press part of the plan was vital to its success.

Out of Home Advertising

As you’d expect this is a broad category. It literally means all advertising out in the world. It’s not just billboards and bus adverts anymore either. There are dozens of screen types now from digital animated screens to billboards with sensors that change to suit the audience.

There are ads on taxis, trains, bikes and even people. Adverts can be jet washed onto the floor, stencilled onto buildings or suspended from stadiums. It’s a wide world of opportunity for advertisers and something that still adds a lot of value to a campaign. Out of home advertising works particularly well in alerting audiences to sale messages. Things like ticket sales, offers on food, furniture discounts, whatever it is, if you’re selling it out of home is usually a good option to raise awareness. You can also track results fairly effectively by using unique discount codes or a specific call to action (CTA) – so if the offer is redeemed in this way you’ll know your audience converted from your outdoor advertising.

Another opportunity out of home media provides is directional advertising. If planned and bought carefully you can roll out a campaign that directs people to your venue, shop or stadium. Delivering a message and ensuring your audience knows where to convert at the same time.

There’s a lot to explore with these media types. Get in touch to find out if out of home is right for your campaign.

Radio Advertising

People are sometimes surprised at how well radio still performs and the effect it can have on advertising campaigns.

Current RAJAR (Radio Joint Audience Research) reports show that an average of 90% of the British adult (15+) population still listen to radio over 20 hours a week. So it’s far from becoming obsolete. However, much like television, it is evolving.

With the emergence of digital radio and the move of some stations online and to podcasts, radio, much like every other media format, has become more diverse and in turn more complicated.

Far from being a bad thing, however, this provides an exciting opportunity for us to develop more targeted strategies for radio advertising. There is now a vast amount of stations on offer, each has its own specific output and audience following. So we are able to get clients’ messages to the right ears by selecting the ideal stations to match their audience. We can also focus the message geographically by utilising individual transmitters covering specific areas. Having these options means we can reach just the right people when they need to hear the message to gain conversions and achieve results.

Similar to TV, radio is also a brilliant place to promote awareness and add a bit of personality to a campaign. It works well when combined with other media types to create a rounded consistent campaign. Unlike TV, however, it costs far less and sometimes works better, at a local level, for brand building.

Social Media Advertising

We’ve found that we’re doing more and more social advertising and for good reason! It’s targeting capabilities are exceptional; the data it provides for every aspect of the campaign, from device used to gender and age, is invaluable; it’s affordable, we’ve delivered extremely low budget campaigns for our clients and achieved incredible results. And most of the world uses it. And that’s just Facebook.

LinkedIn is a fantastic tool for B2B advertising, Instagram has an ever-growing youth audience, migrating away from Facebook, so it works brilliantly for advertising brands and products connected with pop-culture and campaigns with a strong visual focus. Pintrest offers some exciting opportunities for creative, Twitter delivers well on creating conversation around a message and Snapchat’s emerging ad-platform provides some promising advertising opportunities like location specific filters for events.

And breathe.

It’s all very exciting for us as new opportunities arise every day because of competition between the platforms. It means we can keep pushing the frontiers of what’s possible for our clients’ campaigns. One of our most successful social media campaigns, for example, was One Last Breath, for Dwr Cymru. We made use of Facebook’s ability to deliver 360 immersive videos to promote the client’s message of reservoir safety.

Social media is also a brilliant place to extend the reach of an advertising campaign without extra investment. People love to comment, react to and share on social media, it’s what makes the platform so successful. If your message is strong enough, if it adds something to people’s social media experience or even just looks good enough, your adverts are likely to take on a life of their own, gaining impressions and conversions from the natural flow of social channels.

Social media works brilliantly when used in conjunction with many different media types. It often features on our media plans as it offers a chance to collect informative data and enables us to maintain consistency during a campaign, targeting the same people that would have seen your TV advert or billboard out on the street will be seeing the companion ad on their Facebook feed, allowing them to convert and creating those all-important results.

Television & Video On Demand

Television is changing, in many ways, it’s already changed and advertisers have had to change how they do things in response.

It’s clear that regular TV is still delivering the impressions with reality shows like X-factor and Love Island pull in an average of 6 million and 2.5 million respectively. And heavy hitters in the drama genre are also grabbing big audience numbers, 3.39 million watched the first episode of the final season of Game of Thrones in the UK live while 17.4 million watched in the US.

Of course millions also watched these programmes in different ways, via catch up services, through digital box-set collections and even through piracy (the Game of Thrones series premiere was illegally downloaded around a billion times).

And it’s these new ways of watching TV that has affected advertising. Today, we’re able to target more efficiently because of audience data collected via the various platforms. This allows us to build a better picture of who’s watching certain programming and when.

Other opportunities have emerged due to video on demand (VOD) services like ITV Player and Sky Go that build audience data and target in similar ways to online advertising media. VOD ads also allow for audiences to click, or tap, straight through to your landing pages creating easy opportunities for audiences to convert on the spot.

There are few media options that offer the kind of brand awareness opportunity that TV offers though. Just look at the coverage that the John Lewis advert gets every Christmas or the buzz created around the launch advert for every new Fifa game. What has changed is the advert is no longer displayed on standard TV alone, but the TV advert is often used as the focal point and foundation around which a successful, targeted, results-driven campaign is deployed.

Media Planning & Buying

Media Services.

Knowing who you want to reach and what results you want is the easy part, knowing how, where and when to get them is where it gets tricky.
To find out more about the world of advertising media scroll down and have a click or two.