Dear Distinguished Subscribers,
Welcome to the 30th Edition of Stuffed. This week we stood alongside our friends at Creature London, the IPA and over 150 advertising and media companies to support the #GetHomeSafeInitiative. Together in an open letter to Boris Johnson & UK Government, we are demanding a change to the outdated rules governing business taxi usage so that we can keep our staff safe when they need it, not just after 9pm. We’d love you to join us by spreading this message and adding your company to the letter here.
In this week’s Stuffed, NFT’s are becoming a household and ‘house-sold’ name right now, Dove pays brands willing to diversify, and we take a look at Contextual Advertising in a cookie-less world. If you haven’t already done so, you can subscribe to Stuffed here.
Happy reading and stay safe everyone.
From your friends at Goodstuff.
STUFFED WITH CULTURE
NFT, or “non-fungible-token”, is undoubtedly the phrase on the lips of the crypto-community in recent months. If like us, you struggle to tell apart your Ethereums from your blockchains, it’s probably worth five minutes of your time reading this helpful explainer on NFTs from The Verge for some background. And whilst NFTs to date have been used primarily for the sale of digital art or music, this week saw the world’s first NFT home sold – a snip at just $500k. It looks a bit exposed for our liking, but hey – NFTs are so hot right now. In the meantime, we’ll stick to our virtual pads on The Sims.
Facebook have come under fire recently for a lack of transparency around what is and isn’t acceptable on the platform. Whilst they have had criticism rightly levelled at them for an inability to act on suppressing content that is blatantly unacceptable, a leaked document totalling over 300 pages seen by The Guardian does indicate the enormity of the job placed into the hands of moderators to police the platform effectively. Deciphering the nuance of language (and emojis) across the world to define what crosses the line can’t be easy. The detail of some policies will no doubt be controversial, but at least there is now more information in the public domains as to where the platform stands on certain issues, even if the document wasn’t released with their approval.
Here’s something you might have missed – it was announced this month that BBC Three will be returning as a linear TV channel, six years after it was moved online. As a channel that historically targeted a younger 18-34 audience, a move to iPlayer was deemed both in keeping with viewer habits and a potential cost-saver for the Beeb. And whilst that still rings true, it’s been concluded that their move was perhaps a little hasty. In addition, BBC Three has seen roaring success with shows like Fleabag, This Country, Normal People, the latter of which was streamed over 60m times last year. The youth might not be done with traditional TV quite yet!
STUFFED WITH CREATIVITY
In 2019 Dove’s collaboration with Getty Images uploaded over 10,000 photos of more inclusive female beauty for licensing in advertising. Now, the brand is going one further by re-activating ‘It’s On Us’ campaign which is subsidising the hiring fee of diverse talent featuring in other brands’ ads.
The Latin American vitamin brand has recruited an elite group of gamers and formed The Redoxon Defence Squad; a band of virtual heroes to protect gamers within online game ‘Free Fire’, highlighting their immunity-boosting proposition. The campaign was live-streamed via Twitch, YouTube, and Facebook earlier this month
Lockdown isolation has tested friendships, but with guidelines lifting, broken Wagamama’s benches have been placed on streets so friends can catch up over a cuppa. Benches have been repaired with the art of Kintsugi, using gold to make a broken object more beautiful, a metaphor for healing relationships post-lockdown.
Many companies have rebranded this year with The San Francisco Symphony being one of them. The smart people at Collins designed a logo where the typography dances around and brings the essence of music to life. An ingenious way of turning a simple logo into a sound-activated typographic instrument.
STUFFED WITH COMMS
The Transformation of TV Viewership
Across 2020, TV experienced growth across every category from linear to gaming, with TV cementing its role at the heart of every home. Once a catch-all term, ‘streaming’ now represents an incredible landscape. Streaming on Smart TV grew by 62% in 2020, averaging two hours and 53 minutes per day, per TV. This growth has been largely fuelled by SVoD. Disney+ alone gained 3.5 million subscriptions in 2020 combining with the big players, Netflix and Amazon, to boast an impressive 32 million UK subscribers by the end of the year. Ad-supported video on demand (AVoD) grew by 29% of streaming hours in the UK in 2020, whilst Broadcaster video on demand (BVoD) also accounting for 14% of consumption. Both channels represent a great way for brands to connect with a growing cohort of consumers who may spend more time watching free content in a streaming environment, as they search for more entertainment.
The VoD landscape is evolving – customers can pick and choose how they interact with TV to boost their enjoyment. Therefore, brands can complement their traditional linear campaigns to include the streaming space, gaining incremental reach accounting for the totality of TV viewing habits.
Contextual Advertising in a cookie-less world
This week, marketing agency Magnetic hosted their Spark event, which looks at consumer magazine data, and questions how we can use this information moving forward. Magnetic looked at whether context offers brands a bigger opportunity than cookies. This comes in tandem with Google’s announcement, that they wouldn’t allow any alternate individual identifiers when they remove support for third-party cookies. In a post-cookie world, advertisers will have to rely on first-party data, or target based on the context of the environment their ads appear around. So, why is context important?
There are numerous studies that show ads in contextually relevant environments drive better brand metrics. Most recently, a Newsworks study showed campaigns in premium publishing environments had stronger ad recall and brand perception. Examples of quality digital environments include magazine and newsbrand publishers where consumers have a deeper relationship with the brand. Among readers who were regular visitors to a publisher site, consideration for the advertiser was 152% higher than those who saw the ads without publisher branding. Context isn’t a new concept, but now more than ever, agencies need to make it more visible in their planning processes and move away from audience-only targeting, toward valuing the importance of context.
Thanks for tuning in to the 30th edition of Stuffed, we’ll see you next week.