Posts for Tag: #themarketingblog

How do financial institutions make sure their campaigns and messages stand out and resonate with today’s audience? / SPA Future Thinking :


Campaign Optimiser 2.0 – Evaluating and predicting future multiplatform campaigns for the financial services sector

Measuring, evaluating and predicting advertising and sponsorship campaign effectiveness is increasingly complex as media usage fragments.

Whether you’re choosing a new bank, credit card or other financial product, customers are bombarded with messages and campaigns for brands across all forms of media; from billboard, TV advertising and sponsorship to press, email and online collateral.

How do financial institutions make sure their campaigns and messages stand out and resonate with today’s audience? What are the most effective media channels to use?  What makes a campaign for your brand successful?

Here at SPA Future Thinking we help a wide variety of financial institutions as well as media agencies and broadcasters answer these questions. Through bespoke surveys we use our knowledge of the sector to show what’s working and what isn’t, from campaign appeal through to the effectiveness of various campaign touchpoints.

Brittany Ferries: Discover the new brand campaign

Brittany Ferries is positioning itself as the premium ferry and holiday operator to France and Spain with integrated campaign - 'Discovered anything lately?' - spanning TV, digital and press.

Richard Price, head of marketing at @BrittanyFerries Brittany Ferries, commented: "January remains a key time for planning holidays, especially for families with school age kids, so we want to reach out to this audiences with the aim of getting on their radar for both our key destinations and our travel genre.

The creative itself features warm and recognisable scenarios involving holidaymakers discovering new experiences in a bid to evoke nostalgia and remind potential customers of the things they love about holidays.

Jon Elsom, executive creative director at Bray Leino, said the campaign "builds on our 'any' brand platform in an inspiring and heart-warming way".

Elsom added: "Our new TV and cinema spot tempts you to discover things about France and yourself, alongside digital and print work that delivers travel bags of emotion underpinned with helpful holiday info.

"The campaign look and feel continues to position Brittany Ferries as the premium ferry and holiday operator.

Campaign activity, including TV, cinema, press, online, PPC and web, runs from the end of December through the key holiday booking period at the start of 2015.

The Prolific North Top 50 Integrated Agencies 2014
Ranking Company Name North of England office locations Staff Count 2014 Selection of clients 2014
1 McCanns Manchester Prestbury 370 Aldi, American Airlines, Shire, npower, JD
Williams, Nestlé, CrossCountry Trains
2 WRG Manchester 102 HSBC, AstraZeneca, Peel Ports, HP, Shell
3 Home Leeds 151 ASDA, B&Q, Bayer, Bonmarché, Bupa, Carphone Warehouse, The Co-operative, Freeman Grattan Holdings, Hallmark, Gala Interactive, JD Williams Group, John Lewis, La Redoute, Mira, Waitrose

Research : More women now play video games than men / IAB UK

7 in 10 Britons have played some form of video game in last 6 months; more people 45+ playing than kids/teens

Apps most popular format; smartphones most popular device; consoles account for most time

Trivia/word/puzzles are favourite genre – driven by older women

London, 17 September 2014: Driven by 25-44 year old women downloading free puzzle and trivia game apps, there are now more women playing video games than men, according to a new report from the Internet Advertising Bureau UK (IAB) on the British game-playing audience.

The “Gaming Revolution” study, carried out by independent research agency Populus, reveals that females account for over half (52%) of people who’ve played some form of video game¹ in the last six months, compared to 49% three years ago. The gamer audience has now hit 33.5 million Britons – 69% of the population.

Not just child’s play…
The study also reveals there are now more people over 44 years old playing games (27% of gamer population) than children and teenagers (22%). Over half (56%) of people aged 45-54 have played a video game in the last six months, as have 44% of 55-64 year olds and even a third (32%) of 65-74s.

Video game audience by age

Free mobile apps driving the change
The growth in women and older gamers has been driven by free games, primarily mobile apps. Six in ten (61%) games acquired in the last six months were free. Apps are now the most popular video game format (played by 55% of the online population) followed by online games (48%) then disc-based games (40%). Over one in four (27%) people played all three formats – rising to 70% of 8-12 year olds.

Consequently, smartphones are now the most popular device for playing games, cited by 54% of respondents – a quarter of whom play on their phone every day. Then follow computers (51%), consoles (45%) and tablets (44%). The average gamer plays on three different devices.

“The internet and mobile devices have changed the gaming landscape forever,” says Steve Chester, Director of Data & Industry Programmes at the Internet Advertising Bureau. “They’ve brought down the barriers to entry, making gaming far more accessible and opened it up to a whole new audience. In the past you needed to go out and buy an expensive console and the discs on top to get a decent experience, now you can just download a free app.”

Trivia/word/puzzles are favourite genre – driven by older women
One third of respondents, overall, cite trivia/word/puzzles as their favourite game genre – compared to over half (56%) of women at least 45 years old and half of women aged 25-44. Action/adventure/shooter games are the next favourite, cited by 18% of all respondents, rising to 45% of 16-24 year old males and 26% of men 25-44.

Favourite video game genre

Time’s up
The average gamer aged 16+ spends around 11 hours gaming a week, compared to 20 hours for 8-15 year olds. 6-8pm is the most popular game-playing time.

The average Briton spends six hours per week playing games, just over 11% of their 52 hours of media consumption a week – the same share accounted for by social media and slightly less than listening to music (14%).

Looking at share of game-playing time by device², consoles account for 30% of time followed by computers (24%), smartphones (21%) and tablets (18%). Looking at share of time by format², online accounts for almost half (47%) of game time followed by apps (23%) and disc-based games (22%).

In-game advertising
Two-thirds (67%) of game-players are aware that advertising appears within some games (in-game advertising). Six in ten (61%) are happy to see ads in games if it makes them free, while a quarter (24%) think it makes games more realistic and immersive. The number of ads acceptable in a free game (1.7 every 30 minutes) is twice as high as in paid games (0.8).

Chester concludes: “Getting in-game advertising right is a very delicate skill. In-game ads can enhance the experience by adding realism or extra content – as long as they’re not interruptive and irrelevant. If they are, it can have the opposite effect and stop people playing.”

4,058 GB individuals aged 8-74 were surveyed online between 19-29 June 2014, supported by 30-minute face-to-face interviews with 22 gamers and four industry experts.

¹For the purposes of data in this news release, playing video games in arcades was not included.
²Both online and disc-based games can be played on consoles and computers so, for example, console time does not equal disc-based time.

For more information:
Alex Burmaster, Meteor PR: 020 3544 3570,
Harriet Gale, IAB UK: 0207 050 6957, 

About the Internet Advertising Bureau
The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing most of the UK’s leading brands, media owners and agencies. Given the rapidly evolving nature of the digital landscape, the IAB works to ensure that marketers can maximise the potential of digital media and mobile devices, helping members engage their customers and build great brands. 

By disseminating knowledge and fostering dialogue through research, policy guidance, training and events, the IAB aims to be every marketer’s authoritative and objective source for best practices in internet advertising. To access the IAB’s current research, policy briefings, training opportunities and events schedule, please visit


Adyoulike integrates across publishers seamlessly to deliver brand content

Adyoulike Reports 250 Percent Turnover Growth

Julien Verdier, CEO of Adyoulike,

Native advertising platform Adyoulike today reported global turnover growth of 250 percent in its half-yearly figures for 2014, keeping it on target for $10m revenue this year.

The business’s European growth has led the way. The first half of 2014 also saw Adyoulike run more than 400 native advertising campaigns in Europe for leading brands including L’Oreal, Coca-Cola and BMW, compared to the 300 campaigns it ran during the entirety of 2013.

Adyoulike integrates across publishers seamlessly to deliver brand content in the heart of editorial content and user experience.