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Point of View

National Newspapers: Reading Beyond the Headlines

For the last decade or so, headlines and figures around the state of national newspapers have been increasingly bleak. Financial losses and cutbacks, dwindling circulations and reduced advertising revenues have dominated the coverage.

It’s undeniable that newspapers continue to operate in a challenging climate. But the outlook is a lot brighter than recent history would suggest.

The latest figures from the Advertising Association and WARC …

  • Posted: September 6, 2018

Ad of the Week – Vilnius

I think that the Visit Vilnius ad is very clever. It’s so close to the line that I’ve got to admit I’m surprised it has been allowed by regulators, but this is what makes it so good! It’s risqué, cheeky and funny. Obviously invoking stereotypes about the g-spot, and comparing the perceived lack of awareness of it to the city is smart, and …

  • Posted: August 31, 2018

SVoD: Advertising in an Ad-free World

The rumours you heard are true, Netflix is now showing ads promoting its content between episodes. Although this is as yet only a trial revealed to a handful of subscribers, the implications therein are intriguing. So far, the response has been negative; viewers are reportedly aggrieved by this unsolicited interruption to their viewing. In fact, the resentment has been so acute that some have threatened to dump their subscriptions. A …

  • Posted: August 31, 2018

Ad of the Week – Audi

I was in the cinema getting some respite from the heat, and enjoying a cool air conditioned auditorium when this Audi ad caught my eye.

The scene: a studio with one of their larger SUVs parked under the lights with different children getting into the car who are told to wait while the lighting technician sorted things out. Then something happens, the car starts to speak!

There are some wonderful vignettes and …

  • Posted: August 24, 2018

Clearing Marketing and the Dominance of Google

It was A Level results day last week, which meant that over 60,000 unplaced students flooded the market in search of a university. Clearing is the process which universities go through to fill places with these students.

The importance of Clearing is growing year on year, with many students happy to wait until after results day to find their preferred options.

The objective for universities at this time is to …

  • Posted: August 22, 2018

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