MAGnet #04 - 18/06/21

Magnet #4

Welcome to Magnet #4, in which we’re discussing measuring tools for TV advertising, Euro 2020 and a fun takeaway ad.

Grab a cuppa and enjoy.

Out and about: Euro 2020

The 16th European Championship finally kicked off last Friday (June 11th). It’s been a long wait for the trans-continental tournament, spanning  51 matches over 31 days in 11 countries, and there’s most certainly an anticipatory buzz in the air.

Euro 2020 was postponed last year because of the pandemic, but the tournament has returned this summer with the same teams and nearly the same host cities; with Seville replacing Bilbao and Saint Petersburg, (already a host), taking on Dublin's games as well.

The tournament consists of 24 teams, and these are split across six groups. The top 16 teams will progress to the knockout stages, with the top two in each group, plus the four best third-placed teams qualifying. The competition will then enter a traditional knockout format, with it concluding on the 11th July.

TV Ads: fun for Dominos

As consumers' appetite for takeaways remains solid, the UK’ s favourite pizza company, Domino’ s, launched a bold campaign which welcomes the nation back to enjoy the group get-togethers they've been missing through lockdown. The ad Introduces a Group Ordering app feature, and the integrated campaign aims to re-engage customers, encouraging the nation to connect with friends, family and colleagues through a shared love of the country’ s best-loved pizza. DOMIN-OH-HOO-HOO is playful, fun and does a great job at encapsulating what it’s like to order pizza with and for your best mates, in an uplifting and unexpected attention-grabbing way.

Data: C-Flight

C-Flight is a new means of measuring total reach and frequency across Sky’s linear and VOD offering’s. It was developed by Sky and later this year both Channel 4 and ITV will come on stream with C-flight as well, meaning that advertisers will be able to see the total reach and frequency of their campaigns across all forms of TV.

Why do advertisers need C-Flight?

Well, it’s never been a better time to be a TV viewer, what with all the unlimited access and unlimited choice across multiple platforms. This means there’s a huge new well of opportunity and flexibility for TV advertisers, but these seemingly certain positives have also posed a considerable challenge for TV advertisers because it’s never been harder to measure TV viewing and advertising as it spreads across a whole host of different platforms.

So with C-Flight comes a major initiative to solve this challenge, and to do more than just skim the surface by looking into the depths of the data on the TV advertising scene right now.

In technology:

Twitter blue

In early June, Twitter rolled out their first go of Twitter Blue in Australia and Canada. Twitter says that they hope with this initial phase to gain a deeper understanding of what will make user’s experiences more customised and expressive. It’s a subscription service, giving features and perks that include things such as; Book mark Folders, Reader Mode, and everyone’s favourite- Undo Tweet, which allows the tweeter to set a customizable timer in which they can undo the tweet if it has a typo, a forgotten tag, or  they had second thoughts about the whole tweet in general.

Subscribers to Twitter Blue will also get access to perks, such as customizable app icons for their device’s home screen and fun colour themes for their Twitter app, and will also have access to dedicated subscription customer support.

CMA scrutinising Apple & Google

The Competition and Markets Authority (CMA) has recently announced that it is taking a closer look at whether the Google and Apple’s effective duopoly over the supply of operating systems (iOS and Android), app stores (App Store and Play Store), and web browsers (Safari and Chrome), could be resulting in consumers losing out across a big range of areas.

They are also looking into whether the two firms’ control over mobile ecosystems (a collection of gateways through which consumers can access a variety of products, content and services), is stifling competition across a range of digital markets. They’re concerned this could lead to reduced innovation across the sector and consumers paying higher prices for devices and apps, or for other goods and services due to higher advertising prices.