John Lewis’ “Buster” beats Body Shop to most engaging Christmas ad

John Lewis’ “Buster” beats Body Shop to most engaging Christmas ad


Humour scores big this year as the best performing ads steer clear of heavy emotions


London, 6 December 2016. After mixed reactions last year for being too sad, John Lewis has produced this year’s most engaging festive ad, according to an annual study which measures viewers’ emotions by tracking facial expressions.

Its Buster the Boxer ad scored 94.8% on the emotionally compelling scale, putting it top in a Realeyes/Lucid study of 65 ads, narrowly ahead of The Body Shop’s Jungle Bells (94.1%) – which is the highest scoring ad among men.

British retail “drowning in sea” of unrewarding loyalty cards

British retail “drowning in sea” of unrewarding loyalty cards


Only Finland has more but, paradoxically, British shoppers among least likely to use them 


London – 7 December 2016. Although British shoppers are the most likely in the world to have a loyalty card, with the exception of Finland, they’re among the least likely to see or utilise the benefits, according to a Nielsen study of 63 countries.

Two-thirds of shoppers globally report being a member of a retail loyalty scheme, compared to 89% in Britain. Only Finland is higher (94%). The average British loyalty card holder has 3.6 of them, behind only Japan and Lithuania.

The Environment Agency is going to improve customer experience and compliance at visitor moorings on non-tidal River Thames

New arrangements to ‘improve customer experience and compliance’ at visitor moorings on non-tidal River Thames

http://www.thamesvisitormoorings.co.uk/

The Environment Agency is to test new arrangements for managing its short-stay visitor moorings along the non-tidal River Thames.

During a 12 month trial starting today (Wednesday 16 November), Thames Visitor Moorings, (TVM) a private company run ‘by boaters for boaters’, will take over responsibility for managing bookings and collecting fees at 21 of the 22 visitor mooring sites currently operated by the Environment Agency.

The change will bring significant benefits for boaters and the Environment Agency alike.

Buster the Boxer’ is John Lewis’ most emotionally engaging festive ad / Emotion measurement firm Realeyes

 Mihkel Jaatma, Realeyes’ CEO

The results are based on facial recognition technology which measured people’s reactions as they watched the ads:

  • Buster scored better than 95% of the 5,700 ads ever tested by Realeyes in terms of emotional engagement, which is a combined measure of how the ad scores on attraction, retention, engagement and impact
     
  • Furthermore, it scored in the highest 1% of ads ever tested among women under 30
     
  • It’s the most compelling of the last six John Lewis ads (see chart below), the next best being 2011’s “The Long Wait” which scored better than 89% of ads ever measured.
     
  • The scene of Buster on the trampoline is the most engaging scene ever tested for a John Lewis ad

“Initial industry opinion seems to be that Buster isn’t a ‘rockstar’ edition from John Lewis but consumer’s emotional reaction says otherwise – it’s more engaging than their previous five offerings,” says Mihkel Jaatma, Realeyes’ CEO. “Its success is very much driven by happiness, a significant departure from last year’s melancholic Man on the Moon which even John Lewis admitted may have been too sad.” 

Emotion measurement firm Realeyes measured the reactions of 1,700 people across 49 key facial points as they watched the ads via their webcam. The respondents were sourced by audience platform Lucid.
 

Emotionally engaging performance of John Lewis Xmas ads

B2B Marketers ...An important pointer for 2017 : "Content marketing generates as many as three times more leads than outbound marketing".

Switch from outbound to content marketing

In the past, it was enough to highlight your product or service and the hundreds of fantastic features and capabilities. These days, you have to add value to your brand and product/service with content that teaches and establishes you as a thought leader and an expert. 

Why should your customers believe in what you’re selling?

It might scare you to switch to an inbound format that teaches and nurtures your prospects. How will they know what you offer, you ask? How will we sell and generate leads without pushing our product? Content marketing can be scary to adopt because it relies on your expertise and puts the ball in your prospects court.

In contrast, content marketing is shown to drive more traffic and leads than outbound marketing.According to Demandmetric content marketing generates as many as three times more leads than outbound marketing.


Thought leadership at its best

Companies now face complex barriers when trying to connect with multiple decision-makers.

Today, there can be up to 17+ stakeholders involved in evaluating and purchasing solutions. This means that marketing must strategize new ways to reach the prospects to drive revenue, increase lead volume, and support key customers

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Britons among world’s least likely to try mobile-only banking

Britons among world’s least likely to try mobile-only banking
They’re 50% more likely than the global average to prefer going to a branch
Despite the number of mobile-only banks set to launch in the UK this year, Britons are among the least likely in the world to use them.

Nearly two-thirds (63%) of Britons aren’t likely to use mobile-only banks – those which don’t have a physical location and are serviced entirely via smartphone apps. Only four countries – France, Belgium, Hungary and New Zealand – are less likely than Britons to use these types of banks, according to a global study of 63 countries by Nielsen.

 


People in India are the most likely to use mobile-only banks (46% say they’re highly likely to do so) followed by Indonesians (37%). Despite the resistance to mobile-only banks among the British public, the 10% who say they’re highly likely to use them “still gives mobile-only banks a potential customer base of around 4.6 million British adults,” according to Stuart Tagg, Nielsen Europe’s financial services leader.

The main reason Britons won’t try mobile-only banking is due to security concerns (cited by 58%), followed by not having a need to do mobile banking (31%). One in five who won’t try it say it’s because they prefer to visit a branch, making Britons 50% more likely than the global average to prefer going into a branch.

“The reality is that mobile-only banking is most likely to take off in developing countries where the majority of the population don’t have bank accounts or easy access to physical branches,” said Tagg. “However, there’s still a good opportunity in Britain, particularly if banks can overcome the general unease about sharing financial information digitally by convincing people that mobile banking is as secure as going into a branch. It’s then that the sheer convenience of mobile banking could make many reconsider.”

Tagg also notes that an “easy-in-theory” win for mobile-only banks is giving higher interest rates, this increases the number of people likely to use them by nearly 2.5 times, “after all, banking is about money.”

UK ad viewability remains below 50%, costing advertisers £154m a quarter

UK ad viewability remains below 50%, costing advertisers £154m a quarter


London, 20 October 2016 – For the second consecutive quarter, less than half of online ads served in the UK met minimum viewability thresholds – costing advertisers around £154 million, based on IAB/PwC’s Adspend figures published last week¹.

Only 49% met the IAB and Media Ratings Council’s recommendation that 50% of the ad was in view for at least 1 second. However, this was a marginal improvement on 47% from the second quarter in 2016, according to the latest report from ad verification company Meetrics.

Despite the improvement, the UK remains significantly behind other European countries in terms of viewability levels: Austria is at 69%, France at 60% and Germany at 59%.
 

Viewability levels by country

 
“To be honest, due to the attention and initiatives focused on addressing viewability, we’d expected a bigger improvement in the UK in the third quarter,” said Anant Joshi, Meetrics’ Director of International Business. “However, it seems that these efforts only just outweigh the impact of programmatic ad delivery and the amount of ad re-loading done by publishers to boost inventory levels. It’s still translating into about £615 million wasted annually on non-viewable banner ads alone.”

Viewability levels for video ads are better at 68%, however, this is against a measure of 50% in view for at least 2 seconds. Consequently, Joshi says, “advertisers should critically evaluate whether 50/2 is enough to have any form of impact. For example, if one considers a view-time of 10 seconds, which will have an impact, video viewability drops to 30%.”

Women for Women : Introducing the new Demelza grey for the winter season


INTRODUCING THE NEW DEMELZA GREY

 

 

Welligogs are pleased to introduce the new Demelza grey for the winter season. A new addition to the Demelza line, the grey Demelza is the ideal coat for the colder months, beautifully tailored to fit most shapes. This very elegant, classic coat is perfect for day-to-day wear or to attend smart events.


Demelza grey is made from 80% wool and 20% polyamide tweed. It features moleskin collar, pocket and sleeve detailing giving it a unique look. The coat is fully lined in dusky pink and tangerine or pale blue, contrasting wonderfully with the darker outer fabric.

The Demelza is available in navy or grey herringbone fabric and looks fabulous teamed with the Welligogs Mayfair boots.or Welligogs fur bobble hat  
Available in sizes 6(XXS) - 18(XXL). RRP £295.

 

 

 

For more information on the Welligogs A/W collection please contact Jennie

Email: mail@welligogs.com Telephone: 01785662277

 

Amazon Video offers promo film-makers £30,000 prize fund

PromaxBDA UK Short Film Festival 2016 Announces Amazon Video UK Sponsorship

Amazon Video offers promo film-makers £30,000 prize fund and fast-track onto platform in front of millions of UK & US Amazon Video customers

PromaxBDA UK Short Film Festival 2016 at ‘The New Normal’ Conference at Here East, London, UK

This year’s PromaxBDA UK Short Film Festival includes Amazon Video as its latest sponsor and is now open for entries.

Produced in association with SuperGrizzly by Matthew White - founder and director of the Festival, the showcase is a chance for television promotion and marketing professionals to present original, creative longer-form work to their peers and the international audience reached by Amazon Video, and be recognised for the contribution they make to the television and film industries.

Research : Online ads need to be viewable for 14 seconds to be seen / InSkin Media, Research Now and Sticky

Online ads need to be viewable for 14 seconds to be seen


Viewable online ads typically receive 0.7 seconds gaze time

Study reveals danger in optimising campaigns for viewability 

Cluttered environments see ad gaze time drop 37% 

An online ad needs to be on the screen for 14 seconds to have any chance of being looked at, according to a new study on the relationship between viewability, gaze time, ad clutter and people’s ability to remember ads.

The study – by InSkin Media, Research Now and Sticky – involved four companies, nearly 4,300 consumers, and technologies including eye-tracking (by Sticky) and viewability measurement (by Moat).

Viewable vs actually looked at
Eye-tracking reveals that 25% of ads defined as viewable – i.e. meeting minimum industry guidelines of 50% of the pixels being on screen for least one second – are never looked at. One third achieve a gaze time (time spent actually looking at the ad) of less than a second, while only 42% are looked at for at least a second. The median time a viewable ad is actually gazed at is 0.7 seconds.

The study reveals how long an ad needs to be viewable in the first place to hit certain levels of gaze time. On average, to be looked at for up to a second an ad needs to be viewable for 14 seconds. Ads achieving at least one second of gaze time are viewable for an average of 26 seconds. For at least two seconds gaze time the average viewability is 33 seconds, while for 3+ seconds gaze time, average viewability is 37 seconds.
 

Average viewable seconds per minimum gaze time

*E.g. the average viewable time for ads that were looked at for at least 1 second was 26 seconds


How gaze time differs by ad format
This time people spend looking at ads differs significantly across four key formats covered – led by page takeovers at 7.5 seconds down to MPUs at 0.7 seconds.
 

Gaze time and ad recall levels by format


A campaign should be assessed in three stages: did the ad have the opportunity to be seen, was it actually looked at and what was the impact,” said Steve Doyle, InSkin Media’s CCO. “It should be judged and optimised against the last stage (impact) but the focus on viewability means campaigns are increasingly optimised against the first stage (the opportunity) which can be counter-productive to maximising impact.”

“Why? Smaller formats have higher ‘opportunity to be seen’ rates as their size means it’s easier to hit viewability thresholds – but gaze time is very low. Thus, it’s optimising on low engagement and low impact.”

How clutter affects ad recall
The study reveals how ad clutter impacts how long people look at ads and their ability to remember them. In cluttered scenarios, ad gaze time decreases by 37% on average across the formats.

Although page takeover formats aren’t affected, clutter means ad recall drops by an average of 20% across the other three formats – billboards, half-page’s and MPU’s – with billboards being most affected (-26%).
 

How ad recall levels are affected by clutter


“Ad clutter significantly reduces the attention each ad receives. This translates into weaker recall and lower ad effectiveness,” says Doyle. “Publishers must tread the fine line between more ads which drives more revenue, on a CPM basis, or less ads which mean stronger results for advertisers and a better user experience. It’s obvious which one is most conducive to long-term loyalty from clients and readers.”