Audio Story of the Week
Audience Planning Partner, George Morgan, revealed to The Map how developments in podcast ads have made them a more relevant and attractive option for brands. Audience retention and engagement for podcast ads are up, according to research from the BBC, 22% of listeners were more likely to remember a brand mention on a podcast versus TV. Whilst Kantar found listeners were more receptive to brand messaging. The range of podcasts available allow for both broad and niche targeting opportunities. Listeners also tend to be committed, often engaging with every piece of content from their favourite podcasts allowing for long-term brand messaging.
Streaming Story of the Week
ITV’s new streaming service, ITVX, launched last week, bringing with it a worldwide streaming first. A British Sign Language channel, solely featuring signed programming. The channel- includes a range of shows such as: Emmerdale, Coronation Street, Cilla, Alan Carr’s Epic Gameshow, Vera, Lewis and The Saint. The channel is set to be regularly updated and evolve to include both recent and archive programming from a variety of genres. ITV Director of Accessibility David Padmore said, ‘We’re committed to placing great accessibility at the heart of ITVX and our offering at launch represent significant progress on ITV Hub. Our ITV Signed Channel gives us a fantastic platform for showcasing our rich archive of signed programmes.’
Industry Story of the Week
The UK’s top marketers are confident they can ‘unlock growth in 2023’ in spite of a tightening squeeze on the cost-of-living hitting consumers, according to research from the Chartered Institute of Marketing. The CIM’s latest CMO 75 report found a two-point rise in confidence for 2023 compared with last year’s index, even as confidence in prospects for the UK economy nosedived 16 points. Most (59%) of those interviewed for the report said they had seen them marketing budgets boosted in the past 12 months, while just 18% saw them slashed.
OOH Story of the Week
Following The Drum’s OOH awards, experts got together to discuss the 5 biggest creative trends in OOH from 2022. They saw traditional OOH playing a vital role in awareness across the media-mix, allowing for greater creative opportunities. However, on the other hand, the expansion of digital and programmatic buying allowed for smaller budgets to work harder. Technological developments were a key driver of creativity seen by the panellists with new technologies such as 3D billboards and AR integration.