This summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?
ITV has hired two new marketers and is building a metric for ‘spontaneous brand consideration’ as it ups its efforts to turn viewing moments into transactional relationships.
ITV and the BBC are hoping to generate some much-needed revenue in the face of declining ad sales and licence fee revenue, but face an uphill struggle to build a brand that can compete with Netflix and Amazon Prime Video, as well as Disney’s new offering.
The campaign has been funded by an alliance of all the UK’s major supermarkets and Birds Eye, with the 60-second TV ad featuring a yoo-hooing sprout and ugly turnip looking to reinvigorate how vegetables are viewed and encourage kids to eat more.
TV sets, not mobile devices, are the future of video but if traditional broadcasters want to survive they must stop wasting time on their own smart TV apps and combine on a single platform.
ITV boss Carolyn McCall wants advertisers and viewers to see the UK’s largest commercial broadcaster in a new light – less cosy, more front foot, and ready to win those all-important ad dollars and eyeballs.
The prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
Over the next three years the broadcaster plans to pump £40m into marketing, advertising and its online platform ITV Hub in an effort to drive brand reappraisal and help underpin a “more stable viewing performance”.
Watch The Guardian’s marketing director Sonia Sudhakar and ITV consumer marketing director Steve Forde discuss how they are meeting the challenge of increasing customer expectations.
From simple props to bespoke multi-dimensional deals, product placement has evolved into an experience-focused proposition designed to enhance the viewing experience.
With just seven months to go until the new data laws come into force, the media company is on a mission to rally the whole business. ITV’s Steve Forde explains how in the second instalment of our GDPR series.