The Lowdown: 20.10.2020



As the pandemic continues to dominate the headlines (and once again curb our freedoms), the media sector demonstrates how adaptability is imperative to a brand's success. Read on!

Are we ready for Livestream shopping?

As reported in WARC article, 'US brands adopt e-commerce livestreaming to boost sales', the phenomenon of Livestream Shopping has taken China by storm and the US are starting to jump on the same band wagon.


As many consumers are still too frightened to return to real-world stores, advertisers are creating 30 minute to one hour sessions in which they showcase products, provide tips and advice, respond to questions and buy the product. A Tommy Hilfiger livestream in China attracted 14 million viewers and they sold out of 1,300 hoodies in 2 minutes! The fashion heavyweight brand has since expanded into North America and Europe.


Source: Manuel Frey presents the Tommy Hilfiger livestream shopping experience - Image: Tommy Hilfiger - Tommy Hilfiger


Amazon, Facebook and Instagram have launched live sales tests as retailers are tuning in to the fact that streaming events are connecting people at a time of increased isolation. This is yet another example of how advertisers need to quickly adapt to new behaviour that is likely to stay as countries return to lockdown.

OnZoom launches beta in US

After experiencing huge growth during lockdown, video calling app Zoom has launched a new live event platform for up to 1,000 attendees. As many face to face events are becoming more difficult as we head into winter, it's an opportunity for advertisers to connect with large groups online. WW (formerly Weight Watchers) is planning to use the platform for virtual workshops, but OnZoom have suggested the platform can extend to concerts, stand-up, comedy, music lessons and fitness classes.


An opportunity for advertisers to think about consumer experiences in a new platform.


Source: BBC: Zoom launches paid-for live events with OnZoom

Share of search can predict market share

As we illustrated in our IPA Effectiveness Award for 32Red, share of search can helpfully predict market share. This view has similarly been shared (and reported by WARC) by Les Binet at the EffWorks Global 2020 event.


When focussing on 3 categories (automotive, energy and mobile handsets) the research showed that 'if a brand’s share of search increases, market share typically rises in the months that follow. Declines on the former metric, by contrast, usually occur alongside a contraction in the latter.' Clearly a useful tool for adapting future marketing strategies.


For further detail on the research read here.


How to TikTok

In an in depth look at TikTok, Campaign looks at how advertisers are finding success with making TikToks and not ads.


The article warns advertisers that using traditional ads on the platform won't cut it - they need to 'blend into the user experience without disrupting it in any way – enabling brands to create content that plays to the platform's strengths in a style users love.'


Heinz's recent campaign 'Can you safe squeeze?' used TikTok's In-Feed ad (so it appeared within user generated content) and created a popular trick-shot video which had a user-generated feel to it. To date it has over 28,000 likes and illustrates why the average TikTok engagement rate in the UK is 14.7%.

Source: Heinz's 'Can you safe squeeze?' ad for TikTok


TikTok is clearly an opportunity for advertisers if they take heed and use the platform appropriately - being overtly 'ad' is definitely not going to win you any friends or followers.


‘We have to advertise and can’t wait around forever’”

Omar Oakes reports on the potential recovery of TV adspend in October. As a Channel 4 source quoted, “It feels consistent across Europe that people are now saying: ‘We have to advertise and can’t wait around forever.’” Confidence in the market seems to have returned as several broadcasters are reporting that spend for October is flat or in some cases up YoY.


It is suggested that deferred budget from earlier in the year is now being spent and money allocated to channels such as OOH or cinema is now being invested in TV. However, the suspension of late booking fees has made TV spend levels unpredictable and more frequent disruptions to production schedules due to Covid-19 has made any spend commitments volatile (e.g. Britain's Got Talent was forced to postpone production due to a crew member testing positive).


Source: As reported on the BBC, Britain's Got Talent Christmas special delayed by Covid cases


However, as reported in WARC, data from the World Federation of Advertisers (WFA) is similarly suggesting some welcome news - more than half of major multinationals are now starting to increase their adspend. Results from their WFA Crisis Tracker, show more optimism and confidence in business conditions with the percentage feeling positive up 13% since June.

Local media fans show unique media habits

As reported in YouGov, 'Some 38% of Brits tend to (29%) or definitely (9%) agree that they prefer local radio stations to national ones'. When you look at the 'definitely agree' group, their media habits are quite unique from the general population - reading more local and regional newspapers, watching less TV and not too keen on podcasts. When looking at regionality, Scotland has the highest concentration of local radio fans - something for marketers to consider when planning local campaigns.

Source: YouGov October 2020


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