Ad Matters 19.05.2023

COMING TO CANNES? TEAM UK WILL HELP YOUR BUSINESS ROAR

Applications to join our trade missions are open! Our UK Advertising Exports Group (UKAEG) and the Department of Business and Trade (DBT) are teaming up to showcase the strengths of UK advertising as the world’s creative leaders gather at Cannes LIONS from June 19-23.

Led by a new campaign and two trade missions, this latest collaboration will help UK advertising companies unlock their global growth potential. New for 2023, there is a trade mission specifically for businesses who have not visited Cannes before, to provide guidance on how to get the best results from the world’s biggest festival of creativity.

Look out for our dedicated campaign, developed by the GREAT Global Trade campaign in association with UKAEG, which will be supported online across DBT and industry channels as well as on-the-ground during the festival. A huge thank you to our industry partners Clear Channel UK, TikTok, BENlabs for their support.

Join the trade missions via our dedicated hub and read about all the plans here

AN AWE-SOME WEEK OF EVENTS

It’s been a busy week for industry events, with a smorgasbord of things happening across the industry. Here’s our roundup:

Our team headed to Advertising Week Europe at Picturehouse Central this week, where it was brimming with content across multiple stages, offering insights into various aspects of the marketing industry. From the influence of Out-of-Home (OOH) to effective strategies for capturing journalists’ attention, from the power of language in leadership to the art of storytelling in sports, and even exploring the creative possibilities of TikTok.

Quianna Maw, UKAEG Marketing Exec, attended Storytelling in Sport with Gabby Logan, Ugo Monye and Nicky Stanton, chaired by Advertising Week’s Global President Ruth Mortimer. Check out her full write-up here and why, at the end of the day, everybody loves a good story!

On Thursday, we featured at Campaign’s Media360, where our CEO, Stephen Woodford was onstage talking about Media Responsibility in 2023 and the work of Ad Net Zero. The panel comprised Reckitt’s Craig Fryer, Group M’s Zuzanna Gierlinska and Scope 3’s Anne Coghlan, and explored taking critical steps towards measuring, managing and reducing your media emissions.

Ad Net Zero was also featured in a new report by Enders Analysis launched at their Media & Telecoms conference this week. The report highlighted the society-leading role of media in helping shape the public discourse about climate change as well as highlighting efforts to decarbonise operations. Best practice case studies were included in the report, including our Campaign Ad Net Zero Awards and the launch of Ad Net Zero in the USA. Check out the report here!

Finally, heading back to Brighton, some of our team are cycling the 63-mile stretch from London to Brighton today, including our CEO, Stephen, Alex from our Ad Net Zero team and Ad Matters’ very own Lewis. In its fifth year, the charity ride gathers some 200 riders from the UK’s media, tech and advertising spheres for a great cause – to raise money and unite to support mental health in our industries.

Best of luck everyone!

BENLABS DEMYSTIFIES PRODUCT PLACEMENT IN TV

Our member, BENlabs, has launched new research on how the everyday consumer feels about product placement in content.

To understand if product placement can offer brands a platform by which they can reach TV viewers, BENlabs surveyed 500 UK consumers about their TV viewing habits, perceptions, and attitudes towards product placement.

Their findings prove that UK consumers not only view product placement favourably but also that product placement influences behaviour throughout the purchase funnel.

Read more about the key findings here!

A SMART CONVERSATION FOR MENTAL HEALTH AWARENESS WEEK

It’s been Mental Health Awareness week and our media literacy programme, Media Smart, has been busy raising awareness about media literacy and men’s mental health.

Their campaign encouraging young men across the UK to talk about body image and the effect it has on their mental wellbeing has been included in Ofcom’s new report Listening to Experts, released this week.

Media Smart aims to ensure that every 7-16-year-old child in the UK can confidently navigate the media they consume. This includes being able to identify, interpret and critically evaluate all forms of advertising.

Read Ofcom’s report featuring Media Smart here and to check out the campaign head here.

CLEARCAST’S SURVEY RESULTS ARE OUT

The Accessible #AdsForAll survey results are out!

Our member, Clearcast, invited the advertising industry to complete a survey about accessible TV advertising, to understand more about current attitudes, practices and what any barriers might be.

The results of the survey have now been revealed. The results tell us that more people had subtitled (3/4) than audio described (1/4) or signed (1/10) their ads in the last 12 months.

You can read the entire report here!

THIS WEEK: UK ADVERTISING IN THE MEDIA

It’s our specially-curated selection of must-reads from across our industry media.

Check it out here!

AD OF THE WEEK

You made it this far – why not check our ad of the week? 

Want the full edition to land in your inbox every Friday? Drop us an email on aa@adassoc.org.uk and quote ‘Ad Matters’.