Fake OOH ads, Telegraph sale, Shorts and the Rugby World Cup
09/04/23 • 46 min
Jack Benjamin and Ella Sagar are missing the holidaying Omar Oakes but are nevertheless back on the podcast this week to analyse some of the industry’s biggest stories.
The rise of fake out-of-home: The pair discuss the rise and implications fake out-of-home ads, in particular talking through Gymbox's recent fake bus top out-of-home campaign and press release. They ponder if mocked-up billboards will become more common not just for brands but bad actors, including in politics.
Negotiating The Telegraph sale: What is the importance of a sitting politician brokering a bid for one of the most recognisable newspapers in the UK? It reeks of "dodginess", according to Jack and Ella.
Plus: The duo reflect on reports that senior YouTube staff are concerned about Shorts drawing audiences away from longer-form videos; the Rugby World Cup launching this Friday broadcast free-to-air on ITV; and list their media recommendations of the week.
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Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.
LinkedIn: The Media Leader
Twitter: @TheMediaLeader
YouTube: The Media Leader
Jack Benjamin and Ella Sagar are missing the holidaying Omar Oakes but are nevertheless back on the podcast this week to analyse some of the industry’s biggest stories.
The rise of fake out-of-home: The pair discuss the rise and implications fake out-of-home ads, in particular talking through Gymbox's recent fake bus top out-of-home campaign and press release. They ponder if mocked-up billboards will become more common not just for brands but bad actors, including in politics.
Negotiating The Telegraph sale: What is the importance of a sitting politician brokering a bid for one of the most recognisable newspapers in the UK? It reeks of "dodginess", according to Jack and Ella.
Plus: The duo reflect on reports that senior YouTube staff are concerned about Shorts drawing audiences away from longer-form videos; the Rugby World Cup launching this Friday broadcast free-to-air on ITV; and list their media recommendations of the week.
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Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.
LinkedIn: The Media Leader
Twitter: @TheMediaLeader
YouTube: The Media Leader
Previous Episode
How advertisers are changing strategy on gaming - with Lucy Rissik and Nina Mackie
Brands are still coming to terms with how to market to gamers, a number of brand strategists have highlighted on The Media Leader in recent weeks. And this is despite several years of work by ad professionals trying to crack the gaming market.
With an audience of over 3 billion worldwide, gaming has developed over the past few decades into one of the most-loved and most-lucrative forms of entertainment, and brands want in on the action, hoping to reach audiences they often struggle to find elsewhere.
But what is causing the slow uptake of gaming advertising, and what needs to be done to better communicate with adland the potential benefits of reaching the increasingly diverse gaming audience?
Lucy Rissik, partnerships director for Women in Games and founder and CEO of boutique gaming marketing agency Brotherhood of Brand, and Nina Mackie, founder and CEO of Interact Global and part of female-led gaming industry organization WeGame2 join host Jack Benjamin to discuss the state of the gaming market, what advertisers need to know about gamers, and why there are opportunities aplenty to reach new audiences—so long as you're careful with your creative.
Register to attend The Future of Gaming 2023 on 12 October in London to continue the conversation at https://www.adwantedevents.com/futureofgaming.
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This episode was edited by our production partner Trisonic.
Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.
LinkedIn: The Media Leader
Threads: @TheMediaLeader
Twitter: @TheMediaLeader
YouTube: The Media Leader
Next Episode
Is TV the base of the media plan in 2023? With Kantar's Jane Ostler
TV has slipped out of marketers' top-ranked media channels this year, from third most-preferred to 12th.
That is just one of the key takeaways from this year's Media Reactions report from Kantar, launched this week.
Jane Ostler, the report's co-author and Kantar’s executive vice president of global thought leadership, sat down with host Jack Benjamin to unpack the report's findings.
"I think we're now seeing the days where the fragmentation that we've spoken about for the last 10 years in media means that TV is not necessarily always considered to be the base of the media plan anymore," said Ostler.
The pair discussed how consumers and marketers diverge in preferences for media channels and brands, with consumers this year showing strong preferences for in-person ad experiences, be it through sponsored events, out-of-home, cinema, or point-of-sale.
They also spoke about why marketers appear to be turning toward short- and long-form online video as their most-preferred medium, and the importance of attention in reaching consumers.
---
This episode was edited by our production partner Trisonic.
Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media.
LinkedIn: The Media Leader
Threads: @TheMediaLeader
Twitter: @TheMediaLeader
YouTube: The Media Leader
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