Magnet #70 14/10/22
Hello & welcome to this week’s edition of Magnet today we’re talking about two TV campaigns, and some new advertising formats in Meta.
Grab a hot choc and enjoy.
Campaigns:
Fashion retailer River Island has launched its very first TV ad campaign to capitalise on the upcoming party season. Titled ‘Don’t Let The Moment Go’, the film follows three women on a night out that veers off plan.
River Island says it’s inviting consumers into a world of “glitz, glamour and fun” with the campaign, which was created with creative agency St Lukes London and director Christine Yuan.
Campaigns:
Very has released its Christmas ad early once again, with this year’s spot landing on October 13. With more than 70 days until Christmas, the online retailer is the first UK brand to release its festive campaign.
The film plays up to the earliness and begins with a mother looking at the camera and stating that: “Christmas isn’t just one day, it’s lots of days” as her family exchange gifts.
Directed by Jocelyn DeBoer and Dawn Luebbe via Biscuit, the campaign aims to showcase the multi-category offering available across Very.
Meta:
Meta Platforms Inc announced a series of new ad formats last week, aimed at creating new revenue streams for the short video and business messaging products that it has identified as key to growth this year.
In a blog post, the parent company of Facebook and Instagram said it was starting tests for a new skippable "post-loop" video ad format to play after its TikTok-like short video product Reels, which it has been promoting heavily.
Another new Reels format features horizontally scrollable carousel ads, which can display between two and 10 images at the bottom of a Reel.
Describing the company's business strategy at a press event, Meta executives said the new formats could lure Reels creators with ways to earn money from ad placements next to their videos.
Meta is also opening up new spaces for advertising on Instagram, including the 'Explore' tab that users see when they run a search in the app, the blog post said.
The executives also touted ads that open direct chats between businesses and prospective customers saying Meta can now use artificial intelligence to optimise whether the ads target new customers or those most likely to make a purchase.
Artificial intelligence would, likewise, power the selection of ads shown in users' Instagram feeds, the company said, citing internal research involving 400,000 advertisers that showed the approach produced more user purchases than other feed ads.