A common issue we see with brands and organisations that come to Arke in search of better results for their marketing campaigns is a disconnect among the touchpoints their audiences have with their brand.

But, what do we mean by that? Read on as Matt, Arke’s Head of Creative, explains how we must consider the entire brand ecosystem and its intention when developing a marketing strategy for each of our clients.

Let’s start with a simple but recurring scenario.

Do your ads match your landing page and overall website UX?

Are they speaking the same language visually? If they don’t, you could be facing some serious trust issues with your audiences. We’re not talking data, URLs, and databases; we’re talking about how things look.

The press is telling us that trust in advertising is high right now, with reports saying that the ‘enjoyment’ of ads is behind it. But, before we even get to the topic of enjoyment in marketing, there’s that key word: trust.

Have you ever clicked on an ad and been taken to somewhere completely different on the internet?

Looks different, feels different… making you wonder what you just clicked on. This is exactly what you want to avoid when promoting your brand.

If we’re putting together a path that you want a potential customer to take, we must consider the user journey. No sudden moves or pesky surprises, please!

Here at Arke, we run paid media ad campaigns on a variety of platforms, and, as with all branded items, consistency is key, and in a time when Gen-AI creatives are popping all over, and we’re all looking for effective ways to adopt it into our workflow, consistency becomes especially crucial.

Our thinking is that AI can help you diversify your creative offering, and it could even allow you to produce assets that otherwise would’ve been out of reach or budget, but having some metaphorical guardrails is of the utmost importance.

We cannot let images and videos get too astray from the look and feel of your landing page, as it’ll erode your hard-earned trust. You also can’t afford to have your brand turning up at different times wearing completely different clothes without an exceptional reason.

Let’s put ourselves in the shoes of your target customer

When people are being served up ads, and being urged to click on them to learn more, book something, or part with their hard-earned cash by purchasing your product, we want to make sure that the place they’re taken to is presentable, and ‘of a piece’ with the ad they’ve just seen.

What’s the worst that could happen if this is not the case?

Let me spell out the words that you hear in your nightmares:

Bounce rate: 100% 🙁
Conversion rate: big fat zero 😱

Now your ads might be great: they might be perfectly on brand, have a clear proposition, feature a compelling hook, be ideal for the platform they’re running on, and generate plenty of click-throughs, but still fail to deliver the conversions you want.

That could likely be down to where your ad is taking the user. We always look at your UX with fresh eyes when planning or optimising your marketing strategy by putting your ads and landing page side-by-side to analyse and enhance the user journey based on the available resources.

Considering the landing page you’re directing people to, we check that it complements the ads you’ve created. Your ads have to feel authoritative and confident, never misleading and deceptive. So thinking about what they’re leading to is the key here. Is there a disconnect? Do the visuals align by using similar colours, fonts and photos? And, is the content relevant? There’s nothing worse than being promised one thing and landing on something completely different.

Online marketing has historically been stained with dark patterns, deceptive UIs and brands making it difficult for customers to stop using their services. This is why it’s so essential to have a clear and transparent way for users to understand and feel identified with your brand or organisation.

When the goal is for browsers to become customers, users need to be given the breathing space to make their own decision without feeling pressured, without feeling misled, and the relationship between your ads and the landing page they’re taken to can really affect that.

There are even visual conventions about this requirement for brand coherence, which basically means that if the relationship between elements is closer visually, people will feel more confident dwelling there. A consistent look drives conversion.

Browsers and potential customers are making judgments about your brand subconsciously in seconds, in fact, as little as 50 milliseconds, and the visuals play a huge part in that.

How does Arke integrate the UX for your brand?

We’ve developed integrated marketing campaigns for multiple clients across several market sectors. Aligning creatives, ad targeting and landing pages to break records that have earned us multiple award wins over the years.

A great example of this is the work we have done with the British Film Institute Player, where we achieved a 729% increase in YoY trialists in their peak season and a 52% trial to subscription conversion rate. A key part of our work involved aligning the creatives we devised to better reflect the pages potential subscribers were being taken to by the advertising.

The Key Takeaway

Your brand can be felt on your website, your ads, your social media profiles, everywhere. None of these can be treated in isolation as they’re all part of the same user journey.

The most creative and imaginative ad will not convert if your landing page feels like a separate, non-aligned entity. That’s where the importance of having a team that understands how each touch point contributes to transforming a browser into a customer lies.

Being named the UK’s Most Effective Agency for three years in a row is the best recognition of how our integrated marketing strategies perform for our clients.

Interested in elevating your brand? Let’s have a chat and explore how we can help you achieve your goals.

Context

With OpenAI confirming the launch of ChatGPT Ads in January 2026, Sam, Senior Paid Media Executive at Arke, shares how we’re currently thinking about this new addition to the paid media playbook, the potential impact it could have, and the key considerations for advertisers of all sizes.

What are OpenAI (ChatGPT) Ads?

As AI adoption has accelerated, large language models like ChatGPT have quickly become a default tool for how people access information: from simple queries through to complex problem-solving and decision-making.

With a rapidly growing user base and an increasing role in everyday behaviour, it was always likely that platforms like ChatGPT would eventually introduce advertising as a revenue stream. From a marketing perspective, this represents a largely untapped environment, where attention is high and intent is often explicit.

Early reports suggest OpenAI is pricing ChatGPT Ads at around $60 per 1,000 impressions, roughly three times higher than typical Meta awareness placements. In return, advertisers should expect high-level reporting only, such as impressions and clicks, with limited visibility into downstream actions like conversions or revenue.

What makes this format different is context. Ads appear within active conversations, where users are already asking questions, comparing options, or seeking guidance. Unlike search or social media, this is not interruption-based media. It’s context-driven exposure, with clear labelling and user controls.

If this placement scales, it has the potential to become a new channel for discovery and performance, particularly for brands focused on intent, education, and consideration-stage activity.

To put the opportunity into perspective, ChatGPT is widely recognised as the fastest-growing platform ever, reaching over 100 million users within two months of launch. TikTok took nine months to reach the same milestone, while Instagram took more than two years.

What ChatGPT Ads could become

The long-term opportunity sits in the depth of data available within LLMs. Over time, this should unlock far more advanced ways of reaching high-intent audiences, driven by a deeper understanding of language, semantics, and user intent than most advertising platforms currently offer.

We could see meaningful improvements in how intent is modelled: from more sophisticated keyword and query interpretation, to deeper language dissection, and a stronger shift towards text-to-image or multimodal ad formats. We’ve already seen early foundations of this through tools like Google’s Asset Studio and the rise of AI-led creative generation. ChatGPT, however, has the potential to take this further given the richness of conversational data available to it.

Looking further ahead, ad formats are likely to expand well beyond what we recognise today. That could include more interactive experiences, immersive formats, or entirely new executions, and ideally, ones that are accessible to smaller advertisers, not just enterprise brands. As competition increases, particularly with Google, we expect ChatGPT’s ad offering to evolve in breadth, potentially mirroring the full-funnel flexibility seen in products like Performance Max, supported by OpenAI’s partnership with Microsoft.

If OpenAI wants to compete seriously with established platforms, full-funnel capability will be essential. Attribution will need to mature from awareness through to conversion modelling. It’s difficult to imagine a future where that doesn’t become table stakes.

Ultimately, the real value won’t sit in placements alone, but in the insight derived from the data.

Are ChatGPT Ads for everyone?

Pricing is the biggest immediate concern. Launching at high CPMs creates natural pressure, and over time, that often leads to bidding wars. Historically, that’s where smaller budgets begin to struggle.

There’s also a risk that “premium” becomes the dominant positioning — premium inventory, premium access, premium outcomes — gradually pushing more functionality behind paywalls and reducing accessibility across the platform.

If OpenAI effectively owns the advertising environment within ChatGPT, there’s a legitimate question around how pricing evolves in the absence of direct, like-for-like competition within the platform itself, particularly without an equivalent offering from competitors such as Gemini.

Across our client portfolio, we typically see Meta awareness CPMs averaging £5–£7, while Google’s AI-led products, such as Demand Gen and Performance Max, range from approximately £5 to £50 depending on industry. This highlights the growing cost dependency across AI-driven advertising platforms, where scale and budget increasingly influence competitiveness within higher-priced auction environments.

That said, as more users shift from traditional search behaviour towards AI-assisted answers, stronger algorithms, richer audience data, and new ad surfaces could begin to justify a role within the wider media mix. How that balance plays out will take time.

What we’ll be watching closely

At Arke, our focus will be on where this channel genuinely delivers value for clients. Any opportunity to expand inventory or coverage will be judged on performance and data, not novelty.

As with other platforms, testing will be critical. The brands that learn early, iterate quickly, and understand how this format actually behaves will be best positioned as LLM advertising matures.

For now, we see ChatGPT Ads as a potentially disruptive addition for larger, awareness-led clients. The initial role is less about direct response and more about complementing channels like OOH and programmatic to drive reach and coverage in a premium environment.

The longer-term opportunity sits in audience learning. As data collection becomes more refined through improved signalling and stronger algorithms, ChatGPT could become an effective testing ground for cold prospecting. That, in turn, enables deeper audience insight and more effective retargeting, particularly where first-party data is limited or unavailable.

If that audience value can be realised, it provides stronger justification for the higher CPMs. Until then, ChatGPT Ads shouldn’t be treated as a default inclusion, but rather as a higher-tier option for brands looking to invest in visibility, experimentation, and emerging AI-led environments.

Are Chat GPT Ads a solution for you?

Let’s have a chat and discuss your requirements, our expert Arkenauts know what’s better for each industry as our work expands across multiple sectors. Say hi on the contact form below and let’s devise your next award-winning campaign!

Here at Arke, as a creative digital marketing agency, we work with clients across a variety of industries – so we end up creating a lot of projects and campaigns with very specific objectives that require unique, effective and bespoke storytelling.

Our clients’ ads are all about getting potential customers to convert – to carry out an action – whether that’s hitting a button, making a purchase, recognising your brand or visiting somewhere in the physical world.

In this article, our Head of Creative, walks us through the way we think at Arke whenever any of our clients need us to bring to life a marketing campaign.

How do we approach each creative project at Arke?

From a discovery and ideation workshop to transforming initial thoughts into visual assets to then develop a story into the final product; there’s never a linear path and each project has its own requirements and complexities.

It all starts with research: understanding your product, your audience, your competitors, your value proposition.

From here, campaigns can take lots of different forms at Arke – IRL or online, for example – and they always have to communicate to our intended audiences. As an integrated agency, our teams work together right from the start to consider any implications for paid advertising, SEO, OOH, etc.

For them to work, we need to strike a balance between an emotional connection and the factual data they need to complete an action. This changes all the time depending on the client and the product or service they’re offering. That’s why the way we work at Arke is always tailored to each of our clients’ unique requirements.

We’re looking at the use of effective narrative and storytelling in marketing.

So when we think about coming up with new campaigns, we need to do more than just having a logo and a headline.

Let’s visualise this first with an example of what this means in practice and then a real-life award winning creative work we did for the British Film Institute.

Below we have a scamp with the most basic aspects we know: product & desired intent. We put together these really rough doodles as a starting point, as they’re really useful for getting an idea across quickly.

Then we have to dabble in telling a story – creating a situation.

What do we mean by storytelling? 

Essentially – a narrative playing a role in your marketing. Suggestions. Instead of being factual with your ads, we tell a story to show what your offering or product does, or COULD do for your intended customer.

So here’s one iteration of what an ad could be…. This is the bog standard – excuse the pun. This is the Ronseal of ads. The lowest common denominator.

Next: here’s how we could take that storytelling element and apply it to this ad so it goes beyond its features and helps build trust. This headline helps to put the product or service in context, and helps a casual viewer that has come across your ad picture themselves using it.

Who actually enjoys cleaning the toilet? Let’s reference this!

What are some of the features of this product? Is it fast? Is that relevant? Throw it in!

Where can you get it? Is it only available at certain stores? Make it easy for people to find it!

Increase that stickiness factor – as mentioned in Malcolm Gladwell’s The Tipping Point – classic early 2000s popular pseudo science drop there…

And here’s a third option – turned up to 11, telling a story about being a hero cleaning the toilet – framing it as an epic endeavour.

These are just rough ideas – starting points, and they’re a great way to test and pitch how you’re going to advertise something.

When it comes to your next campaign – will you dial up or dial down your storytelling? Scamps help us ideate quickly to start shaping that narrative.

So there’s a scale to storytelling in marketing, ranging from the bare minimum, to secondly giving context, and highlighting features – suggesting some personality. To thirdly: making a whole blockbuster film.

An arguably brilliant example of storytelling in marketing that many of us in the UK can relate to is when the season for John Lewis Christmas ads arrive. I’m sure you’ve all seen ads that you think are over the top! But we can relate to some. And it puts those services and products front of mind!

By ideating quickly, we help you identify just how much storytelling you want to dabble in before committing to artwork or photoshoots! And these rough scamps can be used as prompts when testing with potential audiences – for us, getting something visual in front of people can really help speed up the creative process.

How does this translate into a real-life creative strategy?

Glad you ask! Let’s have a look at an award-winning example of what an integrated marketing campaign looks like when you combine storytelling, branding and a full-funnel digital strategy.

When the British Film Institute approached Arke to help their BFI Player broaden its audience and stand out among streaming giants, our Head of Strategy and myself led a creative workshop to identify the opportunities available to evolve creative assets, whilst aligned with the eventual evolution of the BFI Player brand.

Among all the learnings, this enabled us to create eye-catching graphics with a clear CTA.

As part of the creative process, we quickly identified how replacing some of BFI’s creatives would also future-proof the BFI by providing them with innovative tools and templates for sustainable, in-house asset production.

Clear branding and consistent creatives enhanced brand recognition, whilst linkable and clickable CTAs allowed for trackable and reportable results for a hyper-targeted campaign looking to expand their audience.

When considering the storytelling narrative, we decided on framing BFI Player as a curator of select film titles, rather than a serve-all streamer as a key differentiating factor against competitors.

The partnership between Arke and BFI has resulted in multi award-winning campaigns, with our results obtaining the Most Effective Campaign at the European Agency Awards, and Best Integrated Campaign for two years in a row at the UK Agency Awards.

Have a read at the case study and learn how we achieved +700% YoY growth on trialists during their peak season.

Why should you work with a creative digital marketing agency?

At Arke we don’t have copy/paste strategies, each of our clients has unique needs and each industry has its own complexities and requirements.

From our Brighton HQ, our teams work closely together so there’s no cannibalisation between paid campaigns, SEO, creative flair and UX.

Contact us below for a no-compromise chat about the current state of your marketing needs and let’s build something great together.

Our 8 Key Takeaways for UK Higher Education Marketing

The dust hasn’t even settled on #ResultsDay2025, but a few clear patterns (and opportunities) from Clearing 2025 are already emerging. Here’s what stood out today, and why it matters for student recruitment and marketing.

1. Clearing is going mainstream

Google Trends shows interest in “Clearing” climbing year-on-year, with a 47% YoY jump in interest in “clearing courses” in the week before results day.

This isn’t just about last-chance options. Students are actively researching clearing before they even know their grades. Campaign timing needs to shift earlier, priming awareness and persuasion before results day hype.

2. The attainment gap is also a marketing gap

London’s 32.1% A*/A rate vs the North East’s 22.9% isn’t just an access issue; it’s a market segmentation map.

High-attainment regions have more students applying nationally to selective institutions, so marketing here is about prestige, differentiation, and competing on academic pull.

Lower-attainment regions see more localised recruitment, which makes messaging about accessibility, affordability, and local progression routes far more effective.

3. T-levels are growing, but still a blind spot for HE marketing

Completions are up 60% year-on-year, with 11,909 learners receiving results. The pass rate has risen to 91.4%, but 27% of starters didn’t complete on time.

These qualifications are gaining respect among employers and school-leavers, yet many universities still market like A-levels are the only game in town. More visibility in entry requirements, case studies, and course marketing could unlock a motivated new audience.

4. Top grades are up

28.3% of A-level results this year were graded A* or A, up from 27.8% in 2024. Selective universities still need to fight hard for these students, but mid-tier institutions can use this as an opportunity to position themselves as strong “aspirational” choices for those just shy of the top.

5. First-choice acceptances are high, and that changes clearing maths

82% of applicants were accepted to their first-choice university this year (226,580 18-year-olds). That means fewer students are available for competitive poaching in clearing and suggests that late-stage recruitment opportunities will be smaller.

Early engagement and “plan B” nurturing pipelines are more important than ever.

6. Clearing day is even more mobile-first

On results day, mobile traffic to university websites surges beyond the usual baseline. Just take a look at this data from a university we work with:

Students are likely at their college when they receive their results, so they’re hurriedly checking clearing vacancies, comparing universities, and making calls on their phones.

For marketers, that means mobile UX needs to be lightning fast, easy to navigate, and built for quick action – especially for course search, enquiry forms, and click-to-call functions.

7. Subject demand is still shifting towards STEM

Early clearing patterns are pointing to growth in vocational-leaning STEM, healthcare, and AI/data courses. Student aspirations are closely tracking labour market narratives, so linking course marketing directly to career outcomes isn’t optional anymore.

8. The arts are suffering, and university marketing should inspire

Arts A-level entries have dropped 31% since 2010, according to Campaign for the Arts, with performing arts seeing the steepest declines – with dance down 59%, drama down 53%, and music down 47%.

For universities, this polarisation means career-outcome messaging is a crucial validation point for many applicants. But it’s equally important to nurture creativity and curiosity for those who study a subject simply because they love it. Marketing should inspire both the head and the heart.

What this all means for HE marketing

Clearing 2025 shows a sector in flux. Shifting subjects, widening regional disparities, and growing alternative qualifications show a student audience that’s more mobile, more proactive, and more career-conscious than ever. For HE marketers, the opportunity lies in agility: adapting messaging by region and qualification, timing campaigns earlier, and balancing hard outcomes with inspiration.

The universities that thrive will be those that meet students where they are – on their phones, in their context, and at the exact moment they’re making life-changing decisions.

Stay tuned for expert HE marketing analysis

At Arke, we’ve spent years partnering with higher education institutions across the UK. On Results Day, our Paid Media team focus entirely on ensuring budgets are spent on the right keywords at exactly the right moments. Our SEO specialists work year-round to give university websites the visibility, technical strength, and authority they need. And our Design team ensures every institution’s brand is communicated powerfully through art, film, typography, and visual identity.

As Clearing 2025 settles and the full data picture emerges, we’ll be sharing a deep dive into the patterns, surprises, and opportunities we’ve uncovered. For now, these hot takes offer a snapshot of where the sector is heading and how universities can respond in the moment.

How is SEO changing with the introduction of AI Mode?

Simply put, Google is rebuilding Search around AI chat. More than 100 million people are already using AI Mode, and the ad switch is flipping just in time for the holiday rush. That means our single-word keywords are giving way to full-blown conversations with AI.

What’s changed? Context. Everything the user has asked so far is going to become the new targeting goldmine.

Key Timelines

Google’s AI Mode Ads Roll-out in the UK vs US:

This means that now is the perfect time to experiment with organic content and how search queries affect AI Mode results. Anything you can learn now, will vastly improve your ability to effectively deploy ads once paid inventory finally opens towards the end of 2025.

What Are Google AI Mode Ads?

Google’s AI Mode is a full-screen chat interface baked into Search. Instead of typing a short query and scanning blue links on the SERPs, people hold a back-and-forth conversation with the AI to find accurate, informative answers.

Until now, that chat has been ad-free. However, Google is looking to change that in Q4 2025 by weaving AI Mode Ads directly into the dialogue. Here’s how it will look and feel:

• • Native placement, not banners. Ads appear as extra messages inside the chat clearly labelled, but part of the flow so users don’t leave the conversation.

• • Context over keywords. The system reads the entire chat history, then surfaces an ad that fits the moment.

• • Familiar formats, new trigger. Text and product-listing styles stay the same; but what’s new is the timing and relevance. Existing Performance Max campaigns will be automatically eligible for placement within AI Mode.

• • Measured in sessions, not clicks. Because users may act later bookmarking, revisiting, or buying after another chat Google will push “value-per-session” metrics alongside traditional click-through rates.

Think of it as Google’s answer to ChatGPT-style shopping advice. Keeping visitors inside the Google ecosystem, serving them helpful ads at the right conversational beat, and collecting richer intent data along the way.

Why Is Google Fast-Tracking the Deployment of New Ads Inventory?

Google’s sales still hugely depend on search ads, but a range of factors are beginning to squeeze that income and Google needs to work quickly to keep revenue flowing in:

1. • People are clicking fewer links
     When SERPs already shows a direct answer to queries around weather, sports scores, and now an AI summaries are provided, users are far less likely to leave Google. However, fewer clicks mean fewer chances to show classic ads. Therefore, putting paid messages inside the AI chat keeps those advertising dollars flowing without sending users elsewhere.

1. • Rivals are teaching us to search differently
     ChatGPT, Microsoft’s Copilot in Bing, and even Amazon’s voice tools are training people to ask questions in plain language, producing conversational replies. If Google lets that habit form on a competitor’s platform, it risks losing both users and ad budgets. Moving quickly makes Google the place where those new habits are likely to root first.

1. • Q4 is the retail sector’s “World Cup”
     November and December account for up to 30% of many retailers’ annual sales. If Google can prove that conversation-based ads boost holiday performance, it will win early case studies and increase the likelihood of retaining advertiser adoption. With the aim of setting themselves up for a flood of budgets ahead of 2026.

• Increased usage of AI means better training data for Google
  Each AI reply will help Google understand how people’s searches and questions are changing. Launching ads alongside the AI Mode product will give Google another string to their bow: new revenue streams today and richer data to improve tomorrow’s model.

Put simply, Google is racing to protect its main income stream, stay ahead of new competitors, and lock in user habits before the biggest shopping season of the year in Q4. That urgency explains why AI Mode is rolling out now rather than waiting for every policy and product detail to be perfect.

Priority Checklist

How UK Brands Should Prepare for Google AI Mode Ads:

Potential Risks for Google AI Mode and What to Watch Out For

Regulatory brakes
The UK Competition and Markets Authority could soon label Google “strategically significant,” unlocking powers to demand clearer ad labels or even pause new formats. A decision like that could push back or delay the UK launch, so we’d suggest building wiggle room into your Q4 timeline.

Publisher push-back
When Google’s chat answers a query outright, news sites and blogs lose clicks and they will understandably lobby hard for changes. Google has adjusted its page layouts before under similar pressure, so your ad real estate could shrink or shift with little notice. Keep creative and budget plans flexible.

Difficult measurement
Chat users rarely follow a neat click-and-buy path, making sales attribution difficult. Teams with solid first-party data pipelines will see the real performance faster; those relying solely on Google’s reporting will be stuck guessing. Shore up your data where you’re able to now, to avoid flying blind during the rollout.

What We’re Telling Clients Right Now

We’ve got roughly twelve weeks before Q4 kicks off for 2025. Here’s how Arke are approaching it and what we recommend:

• • Experiment early while bids are cheap.

• • Treat AI Mode as upper and mid-funnel. Optimise for engagement assists, not just last-click wins.

• • Fight for creative resources. Narrative-led assets outperform price-led blurbs inside chat.

• • Keep your clients up to date with changes and manage expectations.

Keyword bidding still matters, but the search game is getting much bigger and increasing in complexity. Conversation-led journeys are opening fresh lanes for creativity and growth for advertisers and brands alike, and the first adopters that test, learn, and adapt will set the pace for everyone else.

Do get in touch with us if you want to talk more about AI Mode Ads, we’ll be happy to help!

What It Means for Marketers and Why the Future Isn’t All Doom and Gloom

Recent news on the antitrust rulings against Google in the United States, alongside ongoing investigations in the UK and EU, have cast a wider spotlight on Google’s dominance in the ad tech ecosystem. With 38.9% of surveyed audiences in the UK discovering new brands through search, and 88.4% of them primarily using Google to do so (data from GWI), marketers have long understood the importance of integrating Google within our strategies. As the US continues pushing for Google to break up their AdTech assets, the concern for how these proposed consequences may impact our industry can seem daunting. However, they open up room for a conversation on the future of digital marketing and opportunities for diversification, innovation, and enhanced transparency.

Are Google Selling AdX and DFP?

In April 2025, the U.S. federal court determined that Google had unlawfully monopolised the digital advertising market, particularly through its Ad Exchange (AdX) and DoubleClick for Publishers (DFP) platforms. The Department of Justice (DOJ) has since proposed a structural remedy: requiring Google to sell these parts of its AdTech infrastructure. This move aims to dismantle what the DOJ perceives as an entrenched monopoly that stifles competition and innovation.

Naturally, Google contests these findings, arguing that such a breakup would be technically complex and detrimental to the digital advertising ecosystem. Instead, the company has proposed behavioural remedies, including increased transparency in ad auctions and equal access to bidding tools for competitors.

Meanwhile, in the UK, the Competition and Markets Authority (CMA) has provisionally found that Google abused its dominant position by favouring its own ad tech services, harming competition and disadvantaging publishers and advertisers. Similarly, last year, the European Commission rejected Google’s offer to sell part of its ad tech business, deeming it insufficient to address competition concerns

There’s also another antitrust case occurring alongside, where the DOJ (and now FTC) have found Google holds a monopoly on search, so don’t get the headlines mixed up when you look through the news!

Implications for Transparency and Data Access

One of the central criticisms against Google centres around the lack of transparency within its ad auction processes. The DOJ’s proposed remedies include requiring Google to release auction code under an open-source license and to share auction data with competitors. Such measures could democratise access to valuable data, enabling advertisers and agencies to make more informed decisions and fostering a more competitive environment.

For those of us in marketing, this shift would mean enhanced visibility into ad performance metrics, facilitating more strategic campaign planning and optimisation (which I’m sure we’d all love to get our hands on!).

Opportunities for Diversification

The potential restructuring of Google’s ad business underscores the importance of diversification in digital marketing strategies. Relying heavily on a single platform poses risks, especially while future ad tech regulation remains uncertain.

Marketers should consider exploring alternative advertising channels, such as programmatic advertising platforms, social media networks, and the emergence of ad placements within AI models and platforms. These avenues not only mitigate dependency risks but also offer access to diverse audiences and innovative engagement formats.

Strategic Takeaways for Marketers

• • Stay Informed: Keep up to date on regulatory developments in key markets, including the US, UK, and EU, to anticipate changes that may impact advertising strategies. Decisions in one market are likely to impact global strategy, so plan accordingly.

• • Diversify Channels: Explore and invest in a mix of advertising platforms to reduce reliance on any single provider and to reach broader audiences. Embrace opportunities to find where your niche lives so you can ensure you’re reaching them there.

• • Embrace Transparency: Utilise increased access to data and transparent auction processes to optimise campaign performance and ROI.

• • Keep Innovating: Adopt emerging technologies to enhance targeting, efficiency, and adaptability in marketing efforts.

As we wait for the next hearing on September 22nd, the antitrust proceedings against Google may be a period of uncertainty. However, they also open the door to a more competitive and transparent digital advertising landscape. For marketers, this is the moment to reassess strategies, embrace diversification, and leverage technological advancements. By staying informed and adaptable, marketing professionals can navigate these changes effectively, turning potential challenges into avenues for growth and innovation.

Looking for an innovative agency to work with on reassessing your strategies? Check out our marketing consultancy services and contact us today.

The Evolution of the Hashtag Social Media Strategy

Once upon a time, hashtags were the backbone of social media discovery. A simple #ThrowbackThursday could skyrocket engagement, and brands relied on a hashtag social media strategy to track campaigns and trends. But as social media platforms evolve, their algorithm changes and AI-driven content recommendations raise a crucial question: Are hashtags still relevant, or are they officially #dead?

How Hashtags Have Changed Over Time

Hashtags first gained popularity on Twitter (now X) in 2007, helping users categorise conversations. Soon, they became a staple on Instagram, Facebook, LinkedIn, and even TikTok. However, their effectiveness has fluctuated as platforms prioritise keyword-based search, AI-driven feeds, and personalised recommendations over traditional hashtag discovery; even

So, should we still use them? Let’s weigh the pros and cons.

Why Should You Use Hashtags in Your Social Media Strategy?

Discoverability

Hashtags still help users find content, especially on platforms like Instagram and TikTok. They help posts appear in topic-specific searches and suggested feeds (although the usefulness of hashtags on Instagram is up for debate, but more on that later).

Community Building

Niche hashtags foster online communities. Think #BookTok for book lovers or #VanLife for digital nomads. Users engage with others who share their interests, boosting interaction.

Brand Awareness

Branded hashtags like #ShareACoke (Coca-Cola) and #LikeAGirl (Always) help brands spread their message and encourage user-generated content.

Campaign Tracking

Businesses and marketers can use hashtags to track engagement and campaign performance, making it easier to measure ROI.

The Issues with Hashtags

Overuse and Misuse

Some posts are buried under irrelevant or excessive hashtags. Examples such as #Love #Happy #InstaDaily, are generic hashtags that rarely add value.

Relevancy to Content

Algorithms favour contextually relevant content over hashtag stuffing. Using #MondayMotivation on a random Tuesday post won’t help, so make sure you tailor your hashtag strategy to the platform you’re on.

Platform-Specific Behaviour

Hashtags work differently across platforms. While Instagram allows up to 30 hashtags, LinkedIn and Facebook users engage less with hashtag-heavy posts. Meanwhile, both Threads and Bluesky added hashtags after launching the platforms, and Threads limits hashtag usage (called tags on Threads) to only one per post!

Different platforms will also prioritise hashtags in their algorithms differently and these are ever-evolving, so ensure you’re keeping an eye on your metrics and the latest news.

Are Hashtags Still Relevant on Instagram?

Since 2022, Adam Mosseri (Head of Instagram) has said several times that hashtags do not have an impact on various metrics such as views or reach. Despite this, hashtags continue to be used on the platform. Audiences have grown used to seeing them, and some marketers still report seeing improvement in their metrics. Ultimately when deciding whether to use hashtags in your posts, pay attention to platform updates and announcements, but track your own metrics and test where you can.

Key Strategies for Hashtag Strategy Success

Hashtags aren’t dead, but they require smart usage. Here’s how to make them work:

• • Quality over quantity – Stick to a few highly relevant hashtags rather than spamming 30.

• • Research & test – Use platform analytics to see which hashtags drive engagement.

• • Branded hashtags – Create unique hashtags for campaigns to encourage user participation.

• • Monitor trends & platform updates – Social media is ever-changing, so adapt accordingly.

What Could Replace Hashtags?

• • Keyword-Based Algorithms – Search and discovery are now driven by keywords and captions rather than hashtags.

• • AI-Powered Content Recommendations – TikTok and Instagram suggest posts based on user behaviour, reducing reliance on hashtags.

• • Social Listening Tools – Brands use tools to track conversations without needing hashtags.

• • Niche Communities & Forums – Platforms like Reddit and Discord create highly engaged communities without hashtag dependency.

Conclusion

Hashtags Are Not Obsolete

While hashtags are not as powerful as they once were, they are far from obsolete. They still help with discovery, branding, and engagement but strategy matters. The future of social media lies in contextual content, AI-driven recommendations, and community-driven conversations.

So, are hashtags #dead? No, but they’ve evolved (and so should your social media strategy)!

Australia’s Social Media Ban: What It Means for Marketers

Australia has introduced a bold new measure aimed at safeguarding young people online, banning social media access for under-16s without explicit parental consent. The law, set to be enforced with strict verification processes, aims to protect children from harmful online content, cyberbullying, and data exploitation. Australia’s social media restrictions mirror growing global concerns over the impact of digital platforms on young minds and raises critical questions for marketers.

A Wider Trend in Youth-Centric Regulation

This isn’t the first time young audiences have become the focus of regulatory scrutiny. In 2021, Meta (formerly Facebook) announced that advertisers would no longer be allowed to target users under 18 with ads containing strong calls to action, such as “buy now” or “sign up.” These changes reflect a broader move towards limiting the ways brands interact with younger audiences, prioritising user well-being over revenue generation.

Public sentiment supports such changes. A recent survey revealed that 77% of Australians back the under-16 social media ban, highlighting a significant shift in how society views the role of digital platforms in young people’s lives. This overwhelming support signals a broader trend of diminishing tolerance for the negative impacts of social media, such as privacy violations and mental health concerns.

For marketing professionals, these developments underscore the importance of adapting strategies to comply with new laws while maintaining engagement. The shift necessitates a pivot away from direct targeting and towards creating age-neutral, value-driven content that resonates with broader audiences.

Implications for the UK and Beyond

The Australian legislation could act as a bellwether for other nations, including the UK. British regulators have already shown a willingness to tackle similar issues with initiatives like the Online Safety Bill, which aims to hold platforms accountable for protecting users from harmful content. If a social media ban for under-16s were to follow in the UK, it would significantly reshape the digital advertising landscape, requiring agencies to rethink their approach to reaching younger demographics.

The Future of Advertising

As governments place increasing restrictions on how younger audiences are targeted, advertisers must rethink their strategies. Focusing on ethical advertising, transparency, and user trust will be paramount. One effective route is to engage parents, who often control the purchasing decisions in households with teens. By creating content that appeals to parents’ values and concerns – such as safety, education, and well-being – brands can still connect with families without breaching new regulatory boundaries.

Key Takeaways for Marketers

• • Adapt to Change: Stay ahead of regulations by building campaigns that prioritise transparency and audience trust.

• • Focus on Parents: Shift messaging to target the decision-makers in households, such as parents and guardians.

• • Invest in Creative Storytelling: Develop campaigns that rely on emotional connection and universal themes rather than targeted tactics.

Australia’s social media ban for under-16s marks a turning point for advertisers, signalling a move towards stricter online safeguards worldwide. By staying agile and focusing on ethical practices, agencies can not only weather these changes but also build stronger, more meaningful connections with their audiences.

Comparison: X vs Threads vs Bluesky

Social media has been in flux across the world for a while, ranging from the European Commission fining Meta to Australia’s recent social media ban for under 16s, but the recent US election cycle has accelerated shifts in user behaviour. X (formerly Twitter) is losing users, and Bluesky is seeing a surge with 12 million new registrations since November 2024. Meanwhile, Threads continues evolving within the Meta ecosystem, having just announced they’re beginning to trial paid ads on the platform. So, where should marketers be focusing their efforts? Let’s break it down.

X (Formerly Twitter): Still Relevant, but Losing Steam

X remains the most mature of the three platforms, with robust paid advertising options, but its brand safety issues and policy changes have made some marketers uneasy.

Marketing Pros & Cons:

✅ Paid Ads: Advanced targeting, but declining ad engagement.
✅ Organic Reach: Still strong for trending topics, but algorithm shifts have made discovery inconsistent.
❌ Brand Safety: Misinformation and content moderation concerns persist.
❌ User Exodus: Many brands are seeing diminishing returns due to declining active users.

If your audience is still here, paid ads can still drive traffic, but organic reach is increasingly unpredictable.

Bluesky: The Rising Contender

Bluesky, once an invite-only experiment, is now gaining real traction. With 12 million new users since November, the platform is introducing features like a “Trending” section and exploring a paid subscription model (since they’ve expressed a desire to primarily explore ad-free monetisation options).

Marketing Pros & Cons:

✅ Customisation: Great for organic engagement, so early adopters see strong interactions.
✅ Self-Verification: Use owned domains as part of your handle to verify identity.
✅ Authenticity & Community: Feels like old-school Twitter, with less spam.
❌ No Paid Media Options (Yet): Monetisation is coming, but Bluesky are trialling non-advertisement models first.
❌ Limited Reach: Still much smaller than X and Threads.

Marketers who invest in building an organic presence now could have a first-mover advantage if or when paid options launch.

Threads: Meta’s Challenger with Built-In Reach

Meta’s Threads has had a slower burn, but its integration with Instagram gives it a massive potential audience. The platform is leaning into casual conversations over news, making it more brand-friendly.

Marketing Pros & Cons:

✅ Cross-Promotion: Seamless integration with Instagram boosts reach.
✅ Safer Environment: Less toxicity than X, making it attractive for brands.
✅ Meta Ads Ecosystem: Paid ads through Meta Ads Manager, including inventory filters to help advertisers control the context in which their ads are shown.
❌ Lower Engagement: Feels less essential than X for real-time discussions.
❌ Algorithm Still Evolving: Organic discovery isn’t as strong yet.

If you’re already investing in Instagram and Facebook ads, Threads could be a natural extension of your strategy as they’ve begun trialling ads with select advertisers in the US and Japan, making it a platform to watch for UK-based advertisers.

Final Take: Where Should Marketers Focus?

• • For Paid Ads: X is still the most developed but declining. Threads could be a future powerhouse as it integrates directly with Meta’s existing ad tools.

• • For Organic Growth: Bluesky offers an exciting opportunity to build an engaged audience early before any monetisation kicks in.

• • For Community Building: Threads is best for brand-safe conversations, while Bluesky is great for authentic engagement.

The best approach? Diversify! Test all three platforms while keeping an eye on Bluesky’s growth and Threads’ ad potential. The social media landscape is shifting fast, and smart marketers will move with it.

Instagram is rolling out key updates that could impact content strategies, audience engagement, and ad performance. From A/B testing with Trial Reels to feed layout changes and Meta’s shift in fact-checking, these Instagram and Meta updates are designed to refine the platform’s user experience. Here’s what marketers need to know and how to adapt.

1. Trial Reels: A/B Testing for Smarter Content Decisions

For brands and marketers, Instagram’s new Trial Reels feature introduces a way to test content performance before publishing it to followers. It’s primarily available to eligible professional accounts but is also being trialled with select creators without one.

How It Works:

• A Trial Reel is only shown to non-followers initially.
• Instagram provides insights on whether the content is performing above average.
• If the results are promising, you have the option to automatically publish it to your followers.

Why This Matters for Marketers:

• Data-Driven Content Strategy: Test different creative approaches before committing to a full audience release.
• Optimised Engagement: Identify what resonates best with new users to maximise reach and conversions.
• Lower Risk for Brand Messaging: Avoid publishing content that doesn’t perform well, ensuring a stronger, more curated brand presence.

Actionable Tips:

 Run A/B tests with different calls-to-action, video styles, or messaging.
 Compare organic performance before deciding on paid promotion.
 Use insights to refine future content and inform long-term strategy.

2. Instagram’s Feed Layout Update: What It Means for Your Brand’s Visuals

Instagram has updated its feed layout from a 1:1 square grid to a 3:4 aspect ratio, meaning posts now appear taller in profiles.

Why This Matters for Marketers:

• Brand Aesthetic Shift: If your brand’s Instagram feed follows a structured look, you may need to rethink your visual strategy.
• Impact on Content Previews: Older content may not fit the grid as intended, affecting first impressions for profile visitors.
• Future-Proofing Content: Instagram is expected to roll out adjustment tools soon, but for now, the best approach is to manually check and tweak visuals.

How to Adjust Your Content:

 Use “Adjust Preview” when posting:

• “Fill” (Instagram auto-crops your content)
• “Fit” (content sits on a coloured background)

 Test how Reels, Stories, and carousels appear in your profile grid.
 Keep an eye on new Instagram tools for optimising feed visuals.

3. Meta’s Fact-Checking Changes: How It Affects Brand Trust & Content Visibility

Meta is removing third-party fact-checkers in the US and replacing them with Community Notes, meaning users will now help moderate misinformation instead of verified fact-checking organisations.

Key Details:

• This only affects US audiences, fact-checkers remain active globally.
• The shift could be a test run or a way to comply with different digital regulations.
• The EU’s stricter content moderation laws may have influenced Meta’s decision to limit this change to the US.

Why This Matters for Marketers:

• Misinformation Risks: Brands sharing news-based or industry-specific content must fact-check carefully to maintain credibility.
• Potential Changes to Content Visibility: Community-reported posts may be deprioritised in the algorithm, affecting engagement.
• User Trust & Brand Reputation: Consumers may be more skeptical of unverified information, so transparency in messaging is key.

Actionable Tips:

 Ensure all content is sourced from credible, verifiable sources to avoid misinformation flags.
 Monitor how Meta’s changes affect content visibility and audience engagement.
 If your brand operates in multiple markets, be mindful that fact-checking rules differ globally.

4. Bonus: How the Instagram Algorithm Works

Head of Instagram, Adam Mosseri, posted a Reel detailing what interactions the algorithm focuses on to boost your content, providing rare clarity into the inner workings of the Instagram algorithm.

Key Details:

• Instagram breaks down your ranking into two audiences: connected reach (accounts following you) and unconnected reach (non-follower accounts).
• Top Three Interactions for both audiences are: watch time, likes, and sends (when you share content in DMs with other accounts)
• Likes are more important for connected reach, and sends are more important for unconnected reach.

Why This Matters for Marketers:

• Better understanding of what drives reach, and which interactions to monitor closely
• Watch time remains a priority, so strive for engaging content that keeps your audience interested.

Actionable Tips:

 Keep an eye specifically on your watch time, likes, and sends to monitor engagement.
 Utilise Trial Reels to experiment with what attracts your unconnected reach.

Key Takeaways on the Latest Instagram and Meta Updates

Instagram’s latest updates reinforce the importance of data-driven marketing, content adaptability, and audience trust. Here’s how to stay ahead:

 Leverage Trial Reels to test creative strategies and optimise engagement.
 Adjust your content for the new feed layout to maintain a polished brand presence.
 Be mindful of Meta’s fact-checking changes and their potential impact on visibility and brand trust.

As Instagram continues evolving, marketers should stay agile, test new features, and refine strategies to stay competitive. Keep an eye on future updates and be ready to adapt!

The US election cycle has had significant effects on social media, from the (temporary) TikTok ban to an exodus from Twitter/X. While this primarily impacts the US market, shifts in user behaviour can influence advertising costs and the demographics available on these platforms. If you rely on social media for marketing, ensure your strategy accounts for these changes.

Short-form video continues to dominate social media, so with the recent TikTok ban and the platform’s uncertain future, new competitors are emerging and established platforms like Instagram and YouTube Shorts are testing new features. These platforms are experimenting with ways to help users optimise engagement, post longer videos, or easily repurpose existing content for their formats.

What’s Happening with TikTok?

On Sunday, 19th January, TikTok went offline in the US for approximately 12 hours as this was the initial date for the TikTok ban to take place. This outage triggered a surge of new trends, from influencers revealing the secrets behind their success to mass downloads of RedNote, a competing app with a predominantly Chinese audience. TikTok have since been granted an extension on the ban, so will likely stay online in the coming months as they try to reach a solution with the new administration.

What is RedNote?

RedNote, known in Chinese as 小红书 (Xiaohongshu), is a social media platform that blends features of Instagram and TikTok. Since its launch in 2013, it has been primarily used by Chinese-speaking users but has not reached the same level of popularity as Douyin (the Chinese version of TikTok). Originally designed as an online shopping and travel review platform, RedNote has evolved into a broader social media space.

Why Did “TikTok Refugees” Move to RedNote?

While many expected displaced US TikTok users to transition to Instagram Reels, the decision to shift to another Chinese-owned platform was, for some, an act of online protest. The TikTok ban stemmed from US government concerns over data privacy and potential data-sharing with the Chinese government, making the move to RedNote a symbolic stand against these policies.

Government-level concerns about TikTok are nothing new. The UK government, for example, banned the app from staff phones in 2023 over similar privacy issues.

Who Are TikTok’s Biggest Competitors?

Instagram Reels

Instagram Reels is a major TikTok competitor, particularly as many creators cross-post content between the two platforms. Instagram has been gradually aligning its features with TikTok’s, introducing longer video lengths and launching a dedicated editing app. These changes ensure it remains a dominant player in short-form video.

RedNote

As mentioned above, “TikTok Refugees” moved across to the platform leading to a spike in the app’s popularity, with a 2,770% increase in app downloads in lieu of the TikTok ban. Whilst most of the downloads came from the US, there were still nearly 200k downloads in the UK.

Lemon8

Launched in 2020, Lemon8 is a video-sharing platform modelled after RedNote. Developed by a Singaporean company but owned by ByteDance (TikTok’s parent company), Lemon8 focuses more on product showcases than social interaction. Lemon8 also saw a 50% increase in downloads over the past week.

YouTube Shorts

YouTube Shorts has primarily been used for reposting content—either from long-form YouTube videos or other platforms. However, as part of the world’s largest video-sharing platform, Shorts benefits from a vast audience. YouTube is also testing a YouTube Studio feature that automatically converts long-form videos into short clips and has extended the maximum Shorts length to match Instagram Reels.

What Does This Mean for UK and International Audiences?

As mentioned, the UK government has already raised concerns about TikTok’s privacy implications and banned the app from government devices. However, the wider impact of the US TikTok ban (or further regulations) will likely be seen in shifts in user behaviour and advertising dynamics.

TikTok also put out a statement in which they declared that over 7 million small businesses in the US utilise TikTok. Whilst TikTok shop is an excellent revenue stream for eCommerce brands and a great place for advertisers to increase awareness, it’s always worth noting that with any platform, care must be taken to avoid relying on it and to include “safer” options in your marketing strategy, such as Google or Microsoft ads.

Additionally, the trend of influencers sharing the secrets behind their brand and viral moments, could also have wider implications on influencer marketing as audiences lose faith and trust in the influencers. This highlights the needs to diversify your strategy, and not to over-rely on just one pillar.

With the US government asserting control over TikTok’s future, questions remain about what’s next for the platform. If TikTok is acquired by another company or individual, the political landscape could lead to a situation similar to Elon Musk’s 2022 takeover of Twitter (now X). Such a shift would have ripple effects for advertisers and organic social media strategies.

Final Thoughts

The short-form video space is evolving rapidly, and platforms are adjusting their strategies to adapt to user behaviour and government regulations. Whether TikTok remains independent or changes hands, the coming months will be critical in shaping the future of video content and digital marketing. Stay informed and be prepared to pivot your strategy as new developments unfold!

Have you ever wondered why your ads on Google or Microsoft aren’t getting the results you were hoping for? In today’s digital world, competition is higher than ever, making it increasingly difficult for businesses to stand out and make their voices (and USPs) heard.

In order to stand out in an increasingly noisy digital landscape, we’ve all been tempted just to throw more money at the problem (we’re marketers, not magicians!), but there are smarter ways to boost your impact. Split testing is a fundamental method for optimising digital ad campaigns across Google Ads, Microsoft Ads, and more. Our Head of Paid Media, Jon Llewelyn, will break down how to utilise strategic A|B testing to build an effective ad strategy across your search ad platforms, as well as his top tips for best practices to ensure you’re getting the most out of your testing!

How to get started with A|B Testing Ads

To start testing effectively in both Google and Microsoft Ads, one of the most important aspects is to set clear and defined objectives that align with your overall strategy. When you know what your end goal is, such as improving your click-through rates (CTR), conversion rates, or return on ad spend (ROAS), it helps set the groundwork for a successful test. By defining your objectives early on, you not only allow yourself to set up and guide the approach to the test, but you also give yourself something to refer back to later as a benchmark, allowing you to determine the overall success of the test.

Creating Variations For Split Testing

The next step is creating your variations: create two or more versions of your ad and make sure to test only one element at a time. This could be anything from the headline, description, a visual element, or even the keywords — the choice is yours. By identifying and isolating individual variables, you can accurately determine which specific change impacts the ad’s performance and ultimately, identify what you want to keep.

Once the variations are ready, it’s time to start the test. Both Google and Microsoft Ads offer built-in tools to support users with testing, making it easier to control how different versions are displayed to audience segments. A quick tip is to ensure that each version reaches a similar audience size to maintain the test’s validity, as disproportionate tests may lead to skewed results.

Monitoring and Analysing A|B Test Results

Monitoring and analysing the results of your test is where the real insights emerge. It’s important to pay attention to KPIs you identified as key indications, such as CTR, CPC, etc…, to assess the performance of each ad version. Detailed analysis will help you understand user behaviour and preferences, which can then be used to refine your advertising strategies. For example, this means you can determine if Headline A helped increase CTRs compared to Headline B.

Implementing Findings to Optimise Your Campaigns

Finally, it’s time to implement the findings from your A|B tests to optimise your campaigns! The insights gained from these tests are invaluable in making data-driven decisions that enhance ad performance. Continuously applying these learnings will improve your advertising efficiency and effectiveness over time and the best part: it’s a never-ending process! There’s always something to trial and test in the ever-changing world of digital marketing. What works well during one month or season may change in the next – but that’s what keeps things interesting, right?

Benefits of Testing in Google Ads and Microsoft Ads

Running A|B tests within Google and Microsoft Ads offers a number of different benefits. Most importantly, it allows you to optimise ad performance by identifying the most effective ad elements that resonate with your target audience, which is applicable across every industry. This leads to improved conversion rates as you gain a deeper understanding of what drives user behaviour.

Additionally, testing helps improve cost efficiency. By focusing on high-performing ad variations, you can allocate your budget more effectively, reducing wasted spend (a universal goal for us marketers!). On top of this, it enhances user experience by allowing you to test different creatives and landing pages, creating a more personalised and engaging interaction for users and increasing user satisfaction.

Lastly, testing supports data-driven decisions, providing concrete data to inform your marketing strategies, and ultimately reducing reliance on guesswork.

Leveraging A|B Testing for Maximum Benefit

To maximise the benefits of A|B testing in both Google Ads and Microsoft Ads, consider the following the below best practices:

• Test One Element at a Time: Changing only one variable at a time ensures that you can accurately identify what influences performance.
• Use Meaningful Metrics: Focus on KPIs that align with your overall business or campaign goals, such as conversion rates, CTR, and ROI.
• Run Tests for Sufficient Duration: Allow your tests to run long enough to gather a significant amount of data. This helps in making more accurate and reliable conclusions. Anything longer than 2 weeks is ideal — any less than this and the ads will likely still be in the learning phase.
• Analyse and Learn: Thoroughly analyse the test results to understand user behaviour and preferences. You can then use these insights to influence your approach to any future activity.
• Continuous Testing:  A|B testing should be an ongoing and continuous process. Regularly test your ads to keep improving performance over time to ensure you’re being as proactive as possible.

Why should I implement A|B testing?

A|B testing can be a really powerful tool for optimising your digital advertising campaigns on platforms like Google and Microsoft Ads. By systematically testing different ad elements and analysing your results, you can make more data-informed and driven decisions that improve ad performance, increase conversion rates, and maximise your ROI. Incorporating A|B testing into your advertising strategy ensures that you are continuously learning and adapting, leading to sustained success in your digital marketing efforts. By following best practices and leveraging advanced techniques such as audience segmentation, machine learning, multivariate testing, and cross-channel testing, you can further refine your strategy and achieve even greater results.

Verified DAN and IPA Agency

Christmas trees are down, New Year’s resolutions and goals are set, and we’ve circled back to everything that was put on hold for the festive season. 2025 is fully underway, and we’re starting the year off with not one, but two exciting pieces of news! We’ve been verified by the Digital Agency Network (DAN) and are now an Institute of Practitioners in Advertising (IPA) Accelerator agency!

Having access to both of these networks provides us with even more resources to draw upon for our research and upskilling opportunities within the team, so we’re thrilled to be able to share this news. We’re passionate about ensuring we’re living up to our brand values, so having more resources to allow us to “be curious” is exciting to everyone in the team!

“Joining the IPA Accelerator Scheme and DAN is a really exciting step forward for Arke as we continue to expand our capabilities in the digital and advertising sectors. These memberships demonstrate our commitment to maintaining industry best practices, promoting innovation, and remaining competitive in the market. The extensive resources, training and collaborative opportunities available through these networks will ensure we continue to be equipped to achieve outstanding results for our clients.”
-Jon Llewelyn, Head of Paid Media at Arke 

We’re so excited to achieve more recognition and to be part of the incredible lineup of agencies featured across both the DAN and the IPA Accelerator Scheme; what a way to start the year! With so many exciting projects and announcements still to come, 2025 is looking bright. ✨

Meta has a long history with EU data regulations, most notably its record-setting €1.2 billion fine in 2023 for breaking GDPR regulations. Meta was found to have been transferring European user data to the United States and was ordered to cease this, in addition to the fine.

In November of 2023, Meta launched an ad-free subscription service exclusively for users in the EU to provide an alternative method to using their services, compared to their standard advertising model. This was in direct response to the EU ruling, and the Digital Markets Act (DMA) coming into full force since its introduction in 2022.

However, in July of this year, the European Commission found that this new model was still in breach of their laws due to the service’s “Pay or Consent” nature. Regulators saw the DMA requires non-paying users to still have access to services without having to either pay a subscription fee or consent to their personal data being used for targeted advertisements.

What we know

As of November 12, 2024, Meta has announced that they’re rolling out two new updates to their advertising model in the EU: reducing the cost of their ad-free subscription service by 40%, and launching the option to opt out of personalised ads for EU users. These come off the back of the European Commission DMA rulings, which puts Meta at risk of being fined up to 10% of their global revenue.

Whilst Meta are making changes to appease the European Commission, their own pro-personalisation stance mean the changes are very limited in geographical range. Meta also claims that European businesses earn €107 billion in revenue from personalised ads on their platforms each year and that for every €1 spent on Meta ads, €3.79 is earned in advertiser revenues in Europe.

How will the new “Less Personalised Ads” work?

Meta will use less personalised data to decide which ads to show users, relying instead on session context (what the user is seeing during that particular Facebook or Instagram browsing session), and broad data points such as age, location, gender, and ad engagement.

However, Meta is also rolling out the introduction of “ad breaks” within this new mode. This will allow advertisers to purchase unskippable ad breaks lasting a few seconds, which will allow Meta to ensure they’re still providing value to advertisers within the EU, whilst hopefully complying with EU regulations.

Which countries is this being rolled out to?

All European Union countries, in addition to the EEA and Switzerland. The UK is not affected by these new changes.

Why is Meta implementing these changes?

The European Commission has been cracking down on large tech companies, and Meta is no exception. Meta themselves wish to continue advocating for personalised advertising: “We will continue to advocate for regulations that support the responsible use of personalized advertising.”

How this may affect the UK

As the UK doesn’t fall under the geographical bubble for these features, they’re unlikely to directly affect users and businesses here. However, with the new “ad breaks” feature, we may see an eventual rollout of this across a wider range of services based on the response of the less personalised ads service users.

Additionally,  if you’re marketing outside of the UK to the wider continent, make sure you’re keeping in mind that EU users may be paying for an ad-free experience or opting out of targeted advertising. We’ve yet to see figures that show how many users are opting out of personalised ads (one way or another), but in the meantime, here are a few ideas for how you can maximise your less targeted ads:

1. 1. Test, test, and test some more!

      • • A|B testing is a great way to find out if your ads are working for you, and how you should optimise your campaign to get the best results.

1. 1. Focus on the creatives

      • • Ensuring you have eye-catching, excellent visuals is even more important when you can’t guarantee your ads are in front of your specific target audience.

1. 1. Embrace and adapt to any changes

      • • Digital marketing is still relatively new, so don’t be afraid to embrace receiving fewer demographic data points and optimise as you go to figure out the most effective campaign for your audience.

All in all, these new updates are unlikely to directly affect us here in the UK, but understanding Meta’s responses to increased pressure from the European Commission allows us to stay ahead of upcoming changes and industry shifts. In the meantime, we’ll be keeping a close eye on responses to the new ad-breaks feature!

Have you tuned in to catch the Paris 2024 Olympics? Well, you’re not alone.

The 2024 Paris Olympics are set to be the most watched and digitally interactive Games in history, breaking new ground in digital engagement and connectivity. With 200 million unique users expected on the Olympic website and app, alongside 7.3 billion engagements across social media, these statistics underscore the monumental shift towards digital experiences.

Taking it back to Tokyo 

After a delay due to the COVID-19 pandemic, the Tokyo 2020 Olympics finally got underway in 2021, proving to be record-breaking in more than one way. That year, the Olympic Games were watched by more than 3 billion people, and changed the media landscape by becoming the most watched Olympic Games ever on digital platforms. Using new innovative technology allowed more fans to interact with the games than ever before, making Tokyo 2020 the most engaged Olympic games ever.

Four years later, the Paris 2024 Olympics are taking the digital centre stage.

Paris 2024: A Digital Revolution

The Games will feature an unprecedented 5,000 hours of live-streaming content. This digital revolution offers brands unparalleled opportunities to connect with audiences worldwide.

Brands that are that are striking gold

Brands are fully engaging in the hype and excitement around the Olympics. Here are some of our favourites:

Samsung Galaxy Z Flip6 Smartphone

You’ve surely seen the foldable flip phone athletes are using when snapping selfies with their medals. It’s not a coincidence that you’re seeing these all over the Games – each of the 17,000 athletes got this phone in their welcome pack at the games. This is part of a partnership Samsung has with the Paris Olympics and Paralympics to promote their new flip phone – and it’s working. The company is saying that the Galaxy Z Fold6 has jumped in popularity by 15% and that they are seeing a continued drive for foldables, with Samsung UK taking the top spot for Galaxy Z Series sales in Europe.

Samsung is capturing viewers’ curiosity and capitalising on the reach and exposure of local heroes using their tech.

Fenty Beauty

The make-up and beauty brand created by singer and businesswoman Rhianna has announced its partnership with the Olympics and Paralympics. And while athletes and influencers have saturated the branding market in Paris, Rhianna has found an area of the Olympics that hasn’t yet been capitalised on – the volunteers.

Six hundred volunteers, ranging in ages from 18 to 21, who are giving out medals, have received Fenty Beauty kits, with which they will be creating their unique, “designated” look. There are also make-up artists on hand to help the lucky volunteers get a flawless look.

Fenty Beauty is using everyday men and women who have a big role at the games to share their products, relating to their audience and getting mega exposure.

Snapchat – AR Partnership

Snapchat has announced its partnership with the Paris 2024 Olympics and Paralympics, and they are making a splash using AR filters. Snap’s AR Camera Kit technology is available on the official Paris 2024 Olympic app, as well as Snapchat. Features highlight the 100-year anniversary of the last time that the Olympics were held in Paris, as well as including filters that users can snap and share.

Snapchat is capturing and keeping users’ attention near and far by utilising content creators and UGC across various social media platforms to keep the content coming.

Nike – Winning Isn’t for Everyone

Nike’s new advertisement is making headlines, but not everyone is on board. The controversial ad pushes boundaries by showcasing Olympic athletes and other sports superstars while asking, ‘Am I a bad person for never being satisfied? For having no remorse and wanting to end others’ dreams?’” According to Nike, the mission of the ad is to remind the world that there is nothing wrong with wanting to win, and doing whatever it takes to do so. However, many are not happy with the direct and seemingly un-empathetic nature of the ad.

Regardless of whether viewers agree or disagree with the message of the ad, it has helped the ad go viral, bringing to mind the old phrase ‘any publicity is good publicity’.

How Brands Can Get Involved and To Get the Gold

Given this digital landscape, brands have a plethora of opportunities to engage with the Olympic audience. Here’s how they can “get the gold” in terms of marketing success:

Leverage Social Media Influencers and Athletes

The success of the Paris Olympics 2024 digital engagement is said to be rooted in the athletes and influencers – they add the human aspect that keeps the viewers engaged. Brands can collaborate with these personalities to create authentic and engaging content. For instance, partnering with athletes for “day-in-the-life” videos or sponsored posts can significantly increase a brand’s visibility.

Lean into the Olympics hype

But not everyone has the ability to get a partnership with a mega athlete. We get it. With billions of viewers tuning in online, digital advertising during the Olympics offers a prime opportunity for exposure, so utilise Olympic themes to create and curate your digital ads. By using targeted ads on social media and streaming platforms to reach specific demographics. Dynamic ad placements that adapt in real-time based on the event’s progress can also capture viewers’ attention more effectively.

Embrace moment-based marketing

Athletes can be serious characters, and when record-breaking results are being created, there’s always something to talk about. Stay in the loop with the latest results, memes, and reactions, as these will become trending topics. Curate your ads using these moments that are seen by millions of people. It will help you with reach and engagement while showing your audience that you’re in the loop with the latest.

Explore stories beyond the podium

Some of the most compelling sides of the Olympics are the human stories behind the events, and this extends beyond the winners. Look for opportunities to share stories of people less recognised in the Olympics, similar to what Fenty Beauty did. Does your brand resonate more with the families behind the athletes or those on the ground helping the Olympics run day-to-day? Put them into the spotlight.

Engage in Social Responsibility Campaigns

The Paris Olympics has a strong emphasis on sustainability and social responsibility. Align your messaging with these values can participate in eco-friendly initiatives or social campaigns. For example, sponsor a zero-waste initiative or support local communities during the Games to show your brand’s efforts. These efforts can enhance brand image and appeal to socially-conscious consumers.

Final thoughts

The 2024 Paris Olympics are not just a global sporting event; they are a digital phenomenon. With unprecedented access and engagement opportunities, they offer a unique platform for brands to connect with a worldwide audience. By leveraging digital tools and platforms, embracing innovative technologies, and aligning with the values of the Games, your brand can achieve significant marketing success.

As we continue to navigate this digital age, the Paris Olympics provide a blueprint for how brands can effectively engage in large-scale global events and resonate with diverse audiences. The race for digital gold is on—are you ready?

Outdoor advertising, commonly known as OOH (Out-of-Home) marketing, is a dynamic and impactful way to reach a large audience outside of their phones or the digital space. From billboards towering over motorways to eye-catching posters at bus stops, OOH marketing strategically places ads in high-traffic areas to capture attention and leave a lasting impression.

Despite its grandiose presence, OOH marketing can be surprisingly affordable, offering businesses of all sizes the opportunity to enhance their visibility and connect with consumers in a tangible, memorable manner. By leveraging creative strategies, targeting specific locations, and utilising cost-effective printing technologies, businesses can harness the power of OOH marketing without breaking the bank, ultimately driving brand awareness and increasing ROI.

This blog will explore

• • What is OOH advertising

• • How effective it really is

• • Top examples of OOH advertising

• • It’s surprising affordability

• • How Arke can help you incorporate OOH into your marketing strategy

What is OOH advertising

Picture this: you’re walking down the street and see a giant billboard of someone looking out the window of an aeroplane. On the bottom corner are the blue letters “BRITI” and you immediately know it’s British Airways. You, alongside thousands of other pedestrians, do the same thing throughout the day. That’s a millions of eyes on the billboard, a couple thousand people making the same connection as you, thinking of British Airways.

This type of exposure is huge. A whopping 20 million UK adults have seen a billboard in the past week with consumers reporting a 198% increase in ad awareness when exposed to billboards and other large formats, resulting in a reach of roughly 80% – that’s higher reach than any other media.  Evidence also goes on to show that 80% of consumers made a purchase after seeing an advert outside the house.

Other OOH marketing can be found at airports throughout terminals or at baggage claims, in Underground stations lining the escalators, and on trams and busses, or in the form of digital billboards that have the ability to rotate different ads over a certain period of time.

Does OOH advertising work?

Now, think about how many times that large, impactful creative you saw sitting at the bus stop peaked your interest, leading you to Google what you saw, or scan that QR code. Well, you are not alone. Research shows that OOH advertising works:

• • 52% registered DOOH (digital-out-of-home advertising) with brand promotion information

• • 57% of them visited the promo site immediately after viewing the ad

• • 93% of people who visited the promo place also made a purchase

Among consumers who register digital advertising on railways / in the metro / on the train;

• • More than 50% will notice the ad itself

• • 48% of them visited the promo site immediately after viewing the ad

• • More than 80% of people who visited the promo site also made a purchase

There’s also a common misconception that OOH is only good for the awareness stage, but adding in a call-to-action via a QR code or through incentives for viewers to go to the website can increase interactivity, driving conversation to really maximise ROAS.

So when asking yourself, ‘does OOH marketing work?’ the stats speak for themselves and the ROI’s are huge.

What kind of campaigns work well with OOH?

OOH advertising can gain a lot of attention, inspiring businesses to use the medium to share thought-provoking, funny, tongue-in-cheek campaigns in public spaces across the country, like the recent British Airways campaign we referenced earlier- the emotive ad showing people looking out the window.

Other ideas for traffic-stopping OOH marketing include Amazon’s Audible: with the rise of popularity of podcasts, Audible took a creative spin on their OOH marketing by combining a billboard in the shape of a cassette tape with a corresponding street-level control board. When the play button at street level was pressed, snippets of the podcast were played on the billboard. The QR code on the street level took audiences to the podcast’s homepage, keeping them engaged even after they headed on their way.

Can my business afford OOH marketing?

Although OOH is often associated with big brands who own the food, retail and travel space, we’re here to let you know that it is a lot more affordable than you might think! Incorporating OOH can be possible, and very effective, for businesses with smaller budgets.

Throughout the years, we have worked on building relationships with fantastic OOH partners who can hyper-target local areas or demographics with innovative offerings from as low as £200 a month!

How about targeting your audience via audio? Growing to be one of the biggest forms of consumed media, 30 million people in the UK listen to digital audio each week, spending 2 hours daily with their favourite content. Arke has developed one of the most extensive out of home advertising networks in the UK – partnering with powerhouses such as Global, JCDecaux, and Spotify to name a few – but also regional and local media placement owners, from local radio, poster and billboards, and even reverse graffitiing.

Making OOH work for your business

With the seemingly endless OOH options, here are our top tips for creating something with a lasting impact:

• • Rethink Urban Landscapes:

    • • By utilising high-traffic areas creatively, and implement cutting-edge design and technology, you can transform traditional spaces into interactive showcases.
    • • Lean into the sustainability movement by incorporating green spaces and nature into your campaign in subtle yet aesthetically pleasing ways, showing off how your brand is committed to environmental causes.

• • Contextualise or personalise:

    • • Tailor messages to specific demographics in that location. Consider what your billboard or poster is next to, playing up your surroundings to captivate your audience.
    • • Align topic of the radio show or podcast with your advert. A strategically placed advert before or after a certain “segment” of radio or podcast show can boost the ad’s effectiveness by tapping into the the existing interests of the podcast listeners.
    • • Use real-time data for hyper-localised content. Is it a rainy day? Let your DOOH advert reflect that. It’s like having a real-time conversation with your audience, which can peak interest, leading to them taking action.

• • Integrate digital/social campaigns with OOH for a holistic strategy:

    • • Using QR codes and near-field communication (NFC) that link to online social media activations will create consistent branding communication across channels.
    • • Utilise social media handles and hashtags to help create a seamless customer journey from the awareness stage, to consideration, to conversion.

• • And finally – it’s all about the results and performance tracking:

    • • Arke can help you implement advanced analytics and attribution models to monitor performance and value of your OOH campaign.
    • • Through insight and analytics, our expert team can optimise the campaign, ensuring it is the most efficient use of your budget – which is why we are named the UK’s most effective agency.

Ready embrace OOH marketing as effectively as possible for your budget?

Get in touch to find out how Arke can help your brand stop traffic!

In an ongoing conversation about AI in marketing, we asked our analytics and digital lead, James, about the best practices to incorporate AI in advertising to get the most of the ever evolving technology. Read on to learn his expert tips to use AI to your advantage.

An Intro To AI In Marketing

Like every other article written about AI in marketing, I started by asking ChatGPT for a summary of how AI tech could be beneficial to agencies. After some fine-tuning, and foreshadowing, I got the following answer. AI technology enables marketing agencies to optimize campaign performance through data analysis, personalize customer experiences with chatbots, streamline content creation, and enhance data analysis for better strategic decision-making. Sounds brilliant! Let’s all just head to the beach then, the robots have got this. Is what I might be saying one day, but at least in my opinion, we’re not there yet. That’s not just my fleshy bias showing, there have been countless examples of AI oopsies since ChatGPT exploded onto the scene in November 2022. It doesn’t take much technical knowledge to have ChatGPT breaking it’s own rules and spitting out some VERY interesting things, that definitely aren’t publishable on the Arke website. This isn’t to say that there is no place for AI in marketing, but like most things in life, there needs to be a balance.

As digital marketers we’ve been utilising ‘AI’ for the best part of ten years, our Google Ads bid strategies are driven by machine learning and the combinations of assets tested in RSAs are assessed using the same tech. Anyone who has done so much as dabble in digital will likely have used these tools, maybe not even realising they are as much AI as ChatGPT is. The difference now is that the curtain has been lifted; no longer are we wracking our brains to work out what Google’s almighty algorithms like to push. We can ask, and ChatGPT delivers.

AI For Content

So how can we use AI to bring value to us as marketing agencies, and most importantly, our clients? The most obvious place to start is with ChatGPT’s biggest strength: language. As a copywriting tool, it’s not perfect, but with some clever prompting and that all-important human touch, it can form a really helpful step in the creative process.

As a challenge I took the above explanation of how AI can help us, and asked ChatGPT to rewrite it in the tone of voice of Arke. The result shows one of the biggest problems with these tools, they will always try to give you an answer, even if that answer looks like this. Alright, mates! With AI tech at our fingertips, Arke Agency’s taking marketing to the next level. Picture this: we’re crunching data left, right, and centre, optimizing campaigns like there’s no tomorrow. Our chatbots? Spot on, mate! They’re giving customers a personalized experience like they’ve never seen before. And content creation? Sorted! AI’s streamlining it all, freeing us up for the big ideas. With AI by our side, we’re making waves in Brighton and beyond! 

Maybe I could spend a day feeding ChatGPT every blog we’ve ever written, and all the captions from our Instagram posts to better help it understand what our tone of voice is, but at that point, I might as well write it myself. Around the office, the prevailing attitude is that when it comes to copywriting, ChatGPT is best used to offer inspiration or trim down a piece rather than giving it a brief and taking the output as is.

The image generation side of AI is, in my opinion, another step behind the technology’s copywriting capabilities. With the ‘gloss’ I and others have come to associate with both written and visual content produced by AI becoming even more apparent in images. The ability to tweak an image to exactly match client feedback is also a concern, whilst you can provide the feedback as a prompt, replacing how a human interprets that feedback is much more difficult.

AI For Data Analysis

Something these AI tools excel at is analysing huge amounts of data in a short period of time. They can process vast amounts of data from various sources, including social media, website analytics, and customer feedback, to identify trends, patterns, and consumer sentiment. This can lead to better informed decision-making by marketing agencies, based on actionable insights, enabling them to optimise campaigns, target specific audience segments, and allocate resources effectively. Identifying who is most likely to engage with the content we produce is a core part of our work, and can often be time-consuming when we’re pulling from multiple touchpoints. Cutting down this time by using AI allows us to spend more time on forming the strategy we would use to reach these key users.

Natural Language Processing or NLP is a branch of AI focussed on interpreting and understanding language. In a marketing use-case we can utilise NLP to analyse UGC, such as reviews on a product page, to identify trends or common sentiments. This can then be used to write better copy, product descriptions and even inform keyword selection. NLP can also be used to analyse social media data, to gauge how users feel about a brand or specific content, again helping to inform future decisions.

How AI Can Aid In Streamlining The Client Onboarding Process

The above examples are just some potential uses for AI tech in marketing, there are more opportunities already available and undoubtedly the industry will continue to grow at such speed that tomorrow’s solutions may not even have been considered.

From the initial keyword research and account setup we can utilise NLP for keyword research and website analysis tools to understand how users are using a site and where conversions are happening. This can help provide an informed basis to lay out an account structure. We could then use a tool such as ChatGPT to provide ideas for ad copy, or adjust copy we have written to allow for A/B testing between variations.

The optimisation of a campaign post-launch has been largely AI-driven for years now, with automated bid strategies taking the reins when it comes to when your campaigns serve. We also see machine learning at work in how creative variations are tested.

When it comes to reporting on campaign results, GA4’s new insights feature uses machine learning to look for trends and patterns in how users are engaging with your site. This can then inform future strategy decisions and feed into all the previous stages mentioned leading to a better optimised account.

In Conclusion

I think we are beyond the point of arguing whether AI is valuable to us as companies, even if we’re not quite at the stage where our jobs are being replaced. The tools already widely available can aid in so many elements of a marketers role it would be foolish not to learn how best to use them. Here at Arke we’re always looking for innovative ways to make the most of the opportunities AI presents. Whether it’s aiding in getting our creative juices flowing, analysing huge amounts of data in a flash or doing sentiment analysis to determine how customers feel. We’re learning every day new ways AI can aid us and whilst we don’t know everything (yet!), we do know that it’s here to stay.

It’s not been long since Google unveiled its new AI enhancements to the search engine’s vast capabilities. From circle to search and AI in ads, understanding and leveraging AI search is key in significantly enhancing your website’s SEO presence.

The top traffic source for all websites is organic search, and with less than 1% of searchers clicking on the second page of Google results, it’s crucial to get your pages optimised as ever to reach your all important audience.

Let’s explore how you can optimise your online content to align with Google’s AI search algorithms and improve your overall SEO strategy.

Show me exactly what I want

Google’s AI search is designed to understand and prioritise user intent. This is why developing a list of keywords is one of the first and most important steps in any search engine optimisation initiative. To make sure you align with this, focus on creating content that addresses the specific needs and queries of your target audience.

Conduct thorough keyword research to identify relevant search terms, and structure your content to provide valuable and informative answers to user queries. In fact, long-tail keywords make up the vast majority of all Google searches, so they’re more important than ever. Keywords that are roughly 10-15 words long get 1.76x more clicks than single-word terms. Use Google’s keyword planner and sites like Semrush to see what’s trending in your industry.

And remember the bunch of questions that appear in Google’s search results? Why not use them as talking points and answer them directly in your content. It might just so happen that Google links your page as the answer to that very question.

Is your data in order?

Implementing structured data markup helps search engines better understand the context of your content. One of its main benefits is to help make web pages more discoverable through search engines by potentially making them stand out from other listings.

This can result in rich snippets and enhanced search results, making your content more appealing to users. Schema.org provides a standardised vocabulary for structured data that can be easily understood by search engines.

And AI will thank you dearly. The largest benefit of structured data is how easily it can be used by machine learning. The specific and organised nature of structured data allows for easy manipulation and querying of that data.

Searching on desktop? What’s that?

People carry their smartphones everywhere. Google’s AI search places a strong emphasis on mobile-friendly websites and you’d hope so with 5.44 billion unique mobile phone users worldwide. Ensure your site is responsive in its design, providing a seamless experience across various devices and scaling to fit when necessary.

Mobile actually makes up 41% of all web traffic, so it’s important your pages are optimised when your customers come scrolling. The average web page takes 87.84% longer to load on mobile than on desktop, and page speed is a crucial factor in getting your content seen. Faster-loading pages contribute to a positive user experience, which in turn positively influences SEO rankings.

You can use Google’s free Mobile Friendly Tool to test if your website is working for mobile users. If the page that you test is mobile-friendly, the tool will return a positive result. If not, Google will suggest possible improvements and point out what changes you can make to improve the mobile experience.

‘Alexa, add to cart’

The rise of voice-activated devices has led to an increase in voice searches, in fact, 50% of consumers use voice search every day. Whilst queries asking if it’ll be sunny and local “near me” searches are the two most popular uses for voice search, people are using their smart speakers to purchase health and beauty, electronics, and household supplies.

Optimise your content for natural language queries, incorporating conversational phrases and addressing common questions related to your industry or niche. Consider creating FAQ sections to capture these voice-based queries effectively (again, shout-out to the Google questions section in search results)

Stay up to date

Google’s AI search rewards fresh and updated content. Regularly review and update your existing content to ensure its relevance and accuracy. This not only keeps your audience engaged but also signals to search engines that your site is actively maintained.

With the introduction of circle to search, think about adding more imagery and video to your sites armed with high-intent keywords. A Google survey even found that 90% of people are more likely to purchase from businesses that have photos included in their organic or local results.

Given that humans are inherently visual creatures, it’s hardly surprising that incorporating photos and videos on your website can capture attention and evoke emotions. This approach not only distinguishes your site in terms of SEO but also persuades your intended audience of the reasons to choose your website over competitors.

Taking the Backlink

Link building is a significant part of any SEO strategy. In a 13-month Semrush study, nearly all (92.3%) of the 100 top-ranking domains had at least one backlink. In the same study, over 50% of qualified sites without at least one backlink never reached the first page.

Pages with the highest number of total backlinks usually rank best in Google. Develop a robust backlink strategy by earning high-quality, authoritative links from reputable websites. Google’s AI search considers backlinks as a measure of a site’s credibility and relevance. The top result in Google has an average of 3.8x more backlinks than those in second to tenth place.

However, prioritise quality over quantity to avoid potential penalties. If you’re wondering what type of content to choose, a Backlinko study could help. Backlinko found that long-form content is ideal for backlink acquisition, with an average of 77.2% more links than short articles.

Review, review, review

Use analytics tools to monitor the performance of your website. Track key metrics such as organic traffic, bounce rates, and conversion rates. Analysing this data allows you to refine your SEO strategy based on what is working well and what may need improvement.

As Google continues to refine its AI search algorithms, staying ahead in the digital landscape requires a dynamic and adaptive SEO strategy. By aligning your efforts with the principles of user intent, quality content creation, and technical optimization, you can harness the power of Google’s AI search to significantly boost your SEO presence and improve your online visibility.

Get in touch today with an Arkenaut and we can help leverage your SEO presence and get you ranking on the number 1 page.

Mother’s Day isn’t just about flowers and cards— a perfect opportunity to get in front of your target audience and their circles to create real brand moments. In the UK alone, last year’s spending on Mother’s Day soared to a staggering £1.28 billion, with projections indicating further growth in 2024 this presents a great opportunity for advertisers.

The topic of “Mother’s Day” garners attention from a substantial audience of 116,677,670 individuals on Facebook. Within this audience, men represent 25.7%, while women make up 74.3%. The predominant age group among those interested in Mother’s Day falls within the 25-34 range, constituting 32.75% of the total audience. Given that Facebook is the number one platform for adults, understanding its audience is crucial for devising the social media strategy for your business.

According to the Feed Marketing Report 2022, Facebook reigns supreme as the top choice for online advertisers, second only to Google Shopping. With over 100M Mothers Day-related posts generated globally on Facebook it’s time to seize the moment and tap into this lucrative market.

So what to do? Let’s get into it…

Mother’s Day Basket Bundles

If you have product packages you could be winning big. Studies show that product bundling can increase profits by up to 30%. When a bundle is offered to the consumer, it simplifies the decision-making process down to choosing whether the bundle meets their needs, rather than evaluating each individual product…

They can also look incredibly appetising in your advertising. Queue Facebook. Facebook’s dynamic ads allow you to automatically promote your most relevant products. By leveraging this technology you’ll be able to show the right products to users that have shown interest in them.

Use Facebook dynamic plus ads to target your audience across Meta whilst showcasing your bundle products, honing your advertising audience around family and partners, as ultimately these will be the people pressing the add to basket buttons.

Start by identifying key demographics that align with your target audience of Mother’s Day shoppers. This may include age groups, geographic locations, daughters and sons and even specific life stages such as parents with young children.

Personalised Gifts for a Personal Touch

Mums love gifts that show thought and consideration. Statistics show a growing preference for personalised items, so make your popular products exclusively personalisable for Mother’s Day. In fact, 76% of consumers are more likely to purchase from brands that personalise. Highlight this in your ad messaging, offering limited-time personalisation on your bestsellers.

Create a sense of urgency and exclusivity by introducing limited edition Mother’s Day products with a personalisation. Whether it’s a unique design, special packaging, or a variant of an existing product, limited edition items can drive excitement and prompt customers to make a purchase before they run out. Neuroscience Marketing reported on a test where adding a countdown timer (showing how much time was left for next-day delivery) increased revenue by 9%.

Budget Friendly Bargains

Last year saw 61% of consumers buy Mother’s Day gifts on discount/promotion, with more consumers looking for value for money in their gifting techniques and many opting for gift boxes rather than a stand-alone gift. 57% of consumers agree that gift sets are good value for money, with many retailers taking advantage of this.

Around 93% of shoppers use a coupon or discount code throughout the year. The trick here is to target shoppers on the hunt for a good steal. If they’ve been looking at product bundles elsewhere it’s time to target your mum’s children and partners where they scroll the most. You could even link with your email activity, as 70% of consumers say they make use of a coupon or discount from a marketing email in the prior week.

Combine your discounts into your ad-creative with interest-based targeting to narrow down your audience further. Consider interests related to parenthood, such as parenting blogs, family-oriented activities, or products typically associated with families.

Additionally, use behavioural targeting to focus on online behaviours indicative of Mother’s Day shopping intent. Look for users who have recently searched for gifts, visited parenting websites, or engaged with Mother’s Day-related content on social media.

Collaborate with Mum-fluencers

Among social media users aged 18-54, 21% have made a purchase as a result of an influencer’s recommendation. As well as this, 39% of people report  that influencers or content creators have some influence on their buying decisions. Partner with influential moms or parenting bloggers who align with your brand. Influencers can create authentic content showcasing your products and sharing their genuine experiences. Their recommendations can have a significant impact on the purchasing decisions of their followers.

That’s where TikTok comes in. Video Shopping Ads are a great tool to prime your market, while effective retargeting will help you turn interest into sales. They also inspire consumers to buy, with 21% of consumers saying TikTok inspired impulse purchases around Mother’s Day last year.

The TikTok Shop aims to captivate shoppers with entertaining content while facilitating the exploration of preferred brands and products. This immersive in-app experience allows users to browse through LIVE sessions, engaging videos in their feed, or simply by accessing the shop icon on a brand or creator profile, enabling seamless checkout directly within the TikTok platform.

When an influencer endorses or features a product on TikTok, it significantly bolsters the brand’s credibility. Users tend to place greater trust in recommendations from these influencers, thereby boosting their confidence in making purchases directly from TikTok Shop.

Ensure your brand remains part of the Mother’s Day conversation by leveraging trending hashtags associated with the occasion. By doing so, you can maximise visibility and tap into adjacent audiences seeking content relevant to celebrating their mothers.

So what next?

This Mother’s Day, let your business shine by implementing these creative strategies to boost sales and provide customers with meaningful, memorable gifts for the special moms in their lives. With the right mix of personalised offerings, promotions, and engaging activities, you’ll not only increase your revenue but also contribute to the joy and celebration of Mother’s Day.

Get in touch today and we can help elevate your campaigns for the quick wins and the long term sales boosts.

So, you thought by being an Amazon Prime Video member that you’d bought yourself an ad-free streaming experience? Think again! Hot on the heels of the other big names in streaming such as Netflix’s successful roll-out of ads, Amazon Prime announced their new ads on their video platform.

With consumers increasingly turning to online platforms for their shopping needs, advertisers are continually seeking innovative ways to reach their target audience effectively. And with the world of Amazon DSP continuously evolving, their latest introduction of ads to Amazon Prime Video is an opportunity brands don’t want to miss out on.

So, let’s dive in to explore how advertisers can leverage Amazon Prime Video Ads to elevate their marketing campaigns for a multi-channel approach.

Understanding Amazon Prime Video Ads

Fancy reaching over 200 million subscribers worldwide, known for their high purchase intent? Well, we’ve got news for you…Amazon DSP presents a breadth of advertising streams for brands from Kindle, Alexa, Amazon.com and now Amazon Prime Video, welcoming advertisers to their streaming platform. This offering allows advertisers to promote their products directly to millions of Amazon Prime members, who are known for their high purchasing intent and loyalty to the platform. Advertising on this platform provides unparalleled access to a vast and engaged audience.

The news shows Amazon following similar suit to streaming competitors like Netflix, offering an ad free experience at a cost. Recent data shows that 73% of Amazon Prime Video users aren’t keen on paying £2.99 extra each month for an ad-free experience, but only a fifth are thinking of unsubscribing as the streaming giant introduces ads.

In fact, a whopping 82% still find Prime Video worth the money. A quarter of users (24%) don’t mind the ads and will stick around. Even more interesting, 11% are open to staying if the ads are relevant. Among them, those aged 25 to 34 are the most willing to pay extra for an ad-free version, with 15% considering it.

Key Features and Benefits

Targeted Reach

Amazon Prime Ads enables advertisers to target their ads based on a variety of factors, including demographics, interests, and purchase behaviour. This level of precision targeting ensures that ads are delivered to the most relevant, high intent audience segments, increasing the likelihood of engagement and conversion.

On Trend

Today, viewers are ditching traditional TV setups. Boost your brand’s reach by featuring in streaming content, such as exclusive originals on Amazon Freevee, lively entertainment on Twitch, live sports like Thursday Night Football, premier TV shows, and popular Fire TV channels. Amazon Streaming TV ads are especially effective, reaching an average of 10.9% more viewers compared to traditional linear TV ads.

Cross-Device Targeting

With Amazon Prime members accessing the platform across various devices, including desktops, smartphones, and tablets, advertisers can leverage cross-device targeting to ensure consistent exposure to their target audience regardless of the device they are using, and create a seamless user experience from all of their advertising touchpoints.

Strategies for Success

Optimise Product Listings

When high intent consumers see your ad on Prime Video, they’re going to be hot on their keyboards searching for the product. Ensure that your product listings are optimised for search by incorporating relevant keywords and compelling product descriptions. High-quality images and detailed product information can also enhance the effectiveness of your ads and drive conversions when consumers come searching after viewing your TV ad, further optimising the consumer journey.

Leverage Sponsored Brands

Its important to keep your product front and centre of your audience’s mind after viewing your ad on the streaming service. To create a fully comprehensive and effective user experience, your ads should be hitting each consumer touchpoint, and sponsored ads could deliver just that.

Sponsored brand ads allow advertisers to showcase their brand and multiple products in a single ad unit. Use this feature to create visually appealing ads that highlight your brand’s unique selling propositions and encourage users to explore your product offerings further. With new introductions from Google too, optimising your listings for users taking advantage of new AI search features.

Redefine the User Experience

So you’ve just watched a fantastic ad on Amazon Prime, and you immediately want to buy it. Trouble is, I’ve got my hands full so I can’t run to my phone or laptop. Don’t fear, Alexa is here. The beauty of Amazon DSP is the interlinking of touchpoints to ensure your product is easily accessible for the consumer. Queue ‘Alexa, add to cart!’. Whilst utilising Amazon Ads on Prime will help reach new customers, it’s important to continue to utilise ads throughout the Amazon DSP channel list to ensure your product is never far from reach.

Utilise Amazon’s Audience Insights

Take advantage of Amazon’s rich audience insights to understand the shopping behaviour and preferences of your target audience. This information can inform your ad targeting and creative strategies, ensuring that your ads resonate with the right audience segments. And don’t forget, the power of TV allows you to target your ads to the right audiences at the right time allowing you to locally target customers where they may be buying your products the most.

Monitor and Optimise Campaign Performance

Continuously monitor the performance of your Amazon Prime Ads campaigns and make timely optimisations based on the data insights. Experiment with different ad creatives, targeting parameters, and bidding strategies to maximise ROI and drive incremental sales. At Arke, we’re experts in evolving your campaign strategy based on data.

Amazon Prime Ads presents a compelling opportunity for advertisers to elevate their marketing efforts and connect with millions of highly engaged shoppers through streaming, redefining the Amazon DSP journey for a multi channel approach.

By leveraging the platform’s advanced targeting capabilities, diverse ad formats, and robust analytics tools, advertisers can create impactful campaigns that drive sales and generate measurable results. By adopting a strategic approach and staying agile in their campaign management, advertisers can unlock the full potential of Amazon Prime Ads and utilise a well rounded strategy on Amazon’s touchpoints.

TikTok had a mind-blowing 672 million app downloads in 2022, and it’s only increasing. When you’re representing your company on TikTok, whether through organic posting or paid advertising, Arke can help you devise effective creative to resonate with your audience out of the 900 million active users of the viral app.

However you might be using TikTok – to grow awareness of your company, to engage a specific target audience or drive sales – we have put together our expert guide in order for you to get the best out of your creative for your audiences with your ads.

1. Personalisation

Speaking of audiences, start by considering the personalisation of your ad creatives for your audiences. Make sure that the ad is designed for that audience specifically – that ideal buyer profile for example. If you’re looking to engage students, ensure it looks like something that would appeal to the average age of that group, and not like a retirement ad! The best way to make your TikTok videos feel native to that audience is to get them to create it! User-generated content will make sure you are directly appealing to that group with your ad, whether using brand ambassadors, customers or influencers – content led by the audience will always get better results.

As well as the look and feel of your creative, check out the audience targeting that you’re using. Does your ad match the factors that you’re honing in on?

Visuals aside, consider your messaging, and how these can be adapted for personalisation. That doesn’t mean writing an essay and squeezing it into your video! TikTok themselves say that being consistent and succinct will help your intended audience understand your messaging. And make sure that the most important bit of your whole video isn’t at the very end. Nearly two-thirds of videos with the highest CTR showed their key message or product within the first 3 seconds. So be upfront with your messaging.

And when it comes to running multiple ads – – double-check that the creative and image match that audience.  It’s important not to just throw two typical A and B versions out there simply so that you can say you’ve done your experiments!, Go further than that – create specific, bespoke versions of the ad for your different audience segments!

2. Safe zones

Sounds dangerous. And it could be – for the effectiveness of your ads… do you have a lot onscreen? Text, graphics, logos and some key footage? Regardless of whether you’re running video or image ads, make sure that nothing is going to be obscured by the platform’s controls and UI – you don’t want an important call-to-action or logo to be underneath the buttons on the right, or the captiontoward the bottom of the screen.

The latest social media format guides are great, and if you want to double-check that your creative is safer than a Fabergé egg when it comes to safe zones – why not get it straight from the source? TikTok has safe zone files available, containing images outlining the safe zones of vertical, square and horizontal ads. “Elements that appear out of the safe zone might be covered or cropped.” You have been warned! 🙂

3. Go vertical with video

We’ve all seen them: vertical videos in our feed that consist of a tiny widescreen video with massive blocks of colour above and below – they look like a corporation shoehorning an existing video rather than making something specifically for that platform. They can appear haphazard and scream “hasty reuse of someone else’s content in an attempt to get attention”, which isn’t a great look. So you might need to rejig existing files to rectify this! Research found that ads that look and feel like TikTok content “proved to be particularly effective…with potential new customers viewing the ads for 27% longer than average.”

So you’ve got some content from another channel. Instead of simply reposting, consider repurposing your content. Make a vertical version of the video. And if that sort of extreme close-up of a crop isn’t going to work, owing to the action in the video, then add on-brand background patterns, and even consider putting your video into a shape that isn’t a rectangle. Something that is crafted to fit the space will resonate much better, and look less default and spammy, increasing confidence in the ad!

4. Music/sound

So you’ve got a great animated asset. It is perfect for the campaign: on brand, using creative that has a great track record with your audience. All the important action is within the safe zone, but you don’t have a soundtrack.

Before you reach for whatever free, mediocre, generic, stock backing track you can get your hands on, consider using sound native to the app. You could add the music within TikTok and capitalise on popular, trending tracks to help your ads resonate better with the app’s users. You can even see which songs have been popular in the last 7, 30 or 120 days if you don’t want to risk betting on a stinker!

Using TikTok’s own sound library means that the sounds are pre-cleared for commercial use, and make the video feel more on-trend, relevant and native to the platform – encouraging users to watch rather than immediately scrolling past it as an ad.

So the next time TikTok plays a big part in your campaign and you’re coming up with your plan of execution:

• • consider how your ads are personalised to your audience

• • check the key content of your ads isn’t out of shot

• • tailor your content for the platform

• • and leave the stock muzak at home!

This will all help strengthen your campaign and get you closer to those all-important KPIs!

At Arke, we’re experts in creating award-winning creative, and we can help get your ads back on track to a whirlwind of conversions. Get cracking creating some record-breaking advertising with Arke this new year… is your creative due a refresh?

Black Friday, the annual shopping extravaganza, has once again swept across the retail landscape, leaving consumers with bargains and retailers with soaring sales figures. During Black Friday, we hunted the digital landscape for the best statistics on how the day played out, numbers that we’ve collected, refined and have analysed just for you, our loyal readers.

New findings from PwC indicate a decline in online interest for Black Friday, dropping from 61% in 2022 to 44% this year. Google Trends data supports this trend, showing that the search term ‘Black Friday’ is now less than half as popular as it was four years ago. As we reflect on the shopping frenzy that unfolded on Black Friday 2023, let’s investigate how emerging trends affected consumer behaviour throughout the weekend.

Did consumers shop online this Black Friday?

In a world increasingly shaped by digital experiences, online shopping continues to dominate Black Friday. CommerceHub, a specialist in ecommerce software, reported an 18% surge in the total gross merchandise value on Black Friday 2023 across major retail marketplaces.

Among CommerceHub’s tracked marketplaces on Black Friday 2023, eBay claimed the top spot in gross merchandise sales, followed by Amazon, Asos, Shopify, Back Market, John Lewis, Magento, Debenhams, JD Sports, and Secret Sales.

John Lewis disclosed a notable 31% increase in sales on Black Friday 2022, with toys emerging as one of the top-selling product categories as parents prepared for Christmas.

While comprehensive Black Friday sales updates from most UK retailers are pending, fresh insights from the data intelligence platform Similarweb shed light on the websites that experienced the highest traffic in the UK on both desktop and mobile on the day.

According to Similarweb’s findings, the notable winners in comparison to 2022 were Temu, exhibiting a remarkable 74,150% increase in web traffic (largely attributable to its recent establishment in 2022), Sephora with a 132% surge as the brand hits the UK, Moonpig with a 48% increase, and Debenhams with a rise of 46%.

Did customers shop on mobile during Black Friday?

Mobile devices played a pivotal role in the success of Black Friday 2023, with over 50% of online sales originating from smartphones and tablets and mobile searches containing “Black Friday” increased by 80% over the past two years. The ease of shopping on the go, coupled with mobile-exclusive deals and apps, has solidified mobile devices as the preferred choice for consumers during the holiday shopping season.

Adobe Analytics discovered that on Black Friday, smartphones contributed to $5.3 billion in online sales, marking a 10.4% increase from the previous year. Smartphones constituted 54% of total online sales, with enhanced shopping experiences facilitating easier mobile device purchases.

Following a decline during the pandemic, shoppers enthusiastically returned to mobile purchasing, reaching an unprecedented peak, as indicated by Salesforce data. In 2017, mobile accounted for 61% of digital traffic, escalating to 75% in 2020 and further rising to 79% this year.

Significant markdowns, especially in segments such as electronics, smartwatches, and televisions, played a crucial role in boosting sales, coupled with a general reduction in online prices leading up to the holiday season. Adobe reports that retail site prices in October were 6% lower than the previous year. According to Adobe, if not for this price deflation, the growth in online sales would have been even higher.

Did people spend big this BFCM Weekend?

Barclays (BARC.L), which sees nearly half of Britain’s credit and debit card transactions, said the volume of transactions on Black Friday was down 0.63% compared to 2022. This suggests the impact the cost-of-living crisis had on spenders, even with the urge to grab the best deals. However, Adobe Analytics noted an increase in spending for the Black Friday – Cyber Monday period with a total of £3.45 billion spent online in the UK, up 5.6% YoY.

Cyber Monday witnessed an unprecedented surge in ‘Buy Now Pay Later’ (BNPL) usage, reaching a record-breaking $940 million in online spending in the US alone – a remarkable 42.5% year-over-year increase. Shoppers are not only adding more items to their carts, with a 11% YoY rise, but they are also leveraging BNPL for larger purchases, showcasing a trend towards greater flexibility in spending habits, which could follow through to the festive season.

Cyber Monday featured varied discounts, especially in electronics, where prices plummeted by an impressive 31% (compared to 25% last year). Across the board, discounts were solid, with computers at 24%, televisions at 19% and apparel at 23%.

While toys saw a slight dip at 27% (versus 34% last year), the good news is the deals continue beyond Cyber Week. During the festive season, discounts in appliances (up to 20% off), toys (15%), computers (16%), apparel (14%), and furniture (11%) are expected to continue in the early weeks of December.

Did people hit the high-street for Black Friday?

For the full Black Friday week , MRI said footfall rose 7.9% on the previous week and was up 2.0% on a year-on-year basis as shoppers took to the high-streets. Throughout the entire Black Friday week, we witnessed a 11.8% week-on-week surge in sales across high streets, shopping centres, and retail parks. In contrast to 2022, this performance is significantly more robust, given that footfall increased by a mere 3.2% week on week during the equivalent week last year.

And with more customers thinking sustainably, more shoppers took to the high street to decrease emissions from online deliveries, grabbing their cost conscious deals in-store rather than scouring the internet.

Fast fashion companies saw big decreases in response to online searches for the brands this Black Friday. Similarweb found that online traffic for PrettyLittleThing was down by 45% on 2022, Asos was down 43% and Boohoo was down 30%.

There was also an uptick in consumer interest in sustainable and eco-friendly products. A growing awareness of environmental concerns has led consumers to make more conscious choices, and retailers responded by offering eco-friendly alternatives and highlighting their commitment to sustainability.

So what next?

Black Friday 2023 was a testament to the ever-evolving landscape of retail. From the dominance of online shopping to the record-breaking sales figures and the changing dynamics of consumer preferences, the statistics reveal a nuanced story of an industry in flux.

We’re interested to see how this new consumer shopping behaviour plays out throughout the festive period and into Q1 2024. In fact, if you’re eager for some early insights, you can download our Big Christmas Stabook here, with key learnings for Q1 key sales periods.

As we move forward, it will be intriguing to see how these trends shape the future of Black Friday and the wider retail experience. Keep an eye on our content through Q2 next year when we unveil our 2024 Black Friday strategy recommendations!

Christmas. Ah, the holiday season – that magical time when the entire UK shopping community flocks to the high street in search of the perfect gifts.

Or do they?

In a world where over 80% of the population can be classified as e-commerce enthusiasts (that’s more than four out of every five UK consumers), businesses are aware that optimising their online presence and marketing is the key to a prosperous Christmas season in 2023.

But how do we master those paid media campaigns? Well, consider yourself lucky because here at Arke, we’re bona fide maestros of e-commerce advertising, and we’ve cracked the code for an unforgettable Christmas 2023 and beyond.

Who can I target now?

The golden question of when, where and how. Well what if we told you that you could be on Santa’s good list if you targeted your campaigns to last minute shoppers and those who love to grab a deal in the January sales.

40% of shoppers leave their Christmas purchases until the last minute, so wouldn’t it be great if your product was in the forefront of their minds when it comes to those who leave their shopping to the eleventh hour.

Remarketing is where businesses can reap the real awards here. With a surge in online shopping during the festive December season, users tend to wander away from their carts as they explore gift ideas and compare prices across various sites. This underscores the critical need to rekindle connections with these potential customers who haven’t yet made a purchase.

It’s essential to keep your brand and irresistible products at the forefront of their minds, ensuring they don’t miss out on any exclusive offers you have next to Christmas and beyond..

What channels should I use?

Identifying the appropriate platforms where your target audiences are actively engaged is a pivotal element of optimising your Christmas strategy. While Google unquestionably remains a cornerstone for advertising, it is imperative to explore niche platforms as well.

Social media channels such as TikTok, Pinterest, and Instagram are not merely supplementary options; they function as independent discovery tools. Particularly within the demographics of Millennials and Generation Z, these platforms have become influential channels for uncovering trending holiday offerings and should not be overlooked in crafting a comprehensive seasonal marketing approach. With in-app shopping features taking social media by storm, its easier than ever for shopaholics to get their spending spree fix straight from their socials.

We’ve broken down the core channels you should be advertising on and how to use them.

TikTok

For brands looking to tap into the influential market of Generation Z, representing 40% of global consumers, TikTok stands as the most ingenious solution.

TikTok has recently introduced search ads to its platform, enhancing advertising opportunities for brands. These TikTok search ads will be distinctly marked with a “Sponsored” label. Their positioning on the search results page is determined by several factors:

• Relevancy: The alignment of the ad with the user’s search query.
• User Intent: The ad’s placement is influenced by the intent behind the user’s search.
• Informed by User Behavior: Insights drawn from broader user interactions also guide ad placement.

Intriguingly, according to research conducted by TikTok HQ, it’s evident that the TikTok community has a special fondness for the holiday season, particularly Christmas. A staggering 82% of users express positive sentiments about the holidays and are 20% more inclined to engage in holiday planning and celebrations. Moreover, even after the festive season, 40% of TikTok users exhibit a greater likelihood to maintain their engagement compared to users of conventional social media platforms. This data underscores the unique potential of TikTok as a holiday marketing platform.

49% of TikTok users say the platform helped them make purchasing decisions as well as 55% of TikTok users have actually made a purchase after seeing a brand or product on the platform, making the platform a perfect marketplace to reach potential customers.

How to make it work

Last year, TikTok’s trending holiday hashtags focused on consumer intent for using TikTok for gifting or wish list inspo before making their purchase decisions.

The holiday season is the perfect time to infuse your ad copy with festive cheer. Incorporating Christmas-related references and seasonal language is essential to not only boost your click-through rate but also to ensure your ads remain pertinent to holiday-related searches. Terms like ‘present’ and ‘gift,’ when seamlessly integrated with your products, create a holiday-themed context that resonates with those seeking gift ideas for their loved ones.

But the journey should still continue from your ads. Optimising your TikTok shop for these keywords is crucial for improved rankings and increased relevance in search engine results. For example, targeting keywords like ‘Christmas gift ideas for men’ can encompass a range of products from technology to culinary items, sports gear, and experience days. Additionally, instil a sense of urgency by highlighting the limited-time nature of your Christmas offers and tailor your messaging to appeal to your specific target audience, ultimately maximising your budget and impact.

Pinterest

Just like TikTok, Pinterest is used as a visual search engine by many users. Nearly 500 million people use Pinterest each month, with 46% of weekly users discovering a new brand or product on the site.

Ads are regular Pins that you pay to be placed where people are most likely to see them. These Pins will surface in your desired audience’s home feed, category feeds, and relevant search results.

Pinterest ads have demonstrated an impressive 32% higher return on ad spend (ROAS) when compared to various other digital platforms. Notably, this effect is amplified in sectors such as food and health and beauty. Amplify the impact of your advertising budget by harnessing the power of promoting Pins on Pinterest.

When Pinners catch a glimpse of Promoted Pins, their festive spirits soar with 40% more awareness of new products. What’s even merrier, their purchase intent is jingling all the way with a 50% boost compared to Pinners who haven’t seen the ads.

How to make it work

Illuminate your holiday season with a comprehensive campaign strategy that spans the entire customer journey. Pinterest provides a diverse range of objectives suited for every stage of the funnel, complete with an audience that perfectly aligns.

Here’s the holiday magic: those who encounter Pinterest ads at every stage of the funnel are more likely to convert. For brands that wholeheartedly embrace full-funnel campaigns, the rewards are grand, offering a gift of 3 times higher conversion rates.

Pinterest recommends a different ad format for each stage of the funnel.

Awareness: Standard ad, Standard video, Max-width video, Idea ad
Consideration: Standard ad, Collections ad, Idea ad
Conversions: Shopping ad, Carousel, Collections ad

Create visually appealing, high-quality images or videos that are on-brand and optimised for mobile viewing, as Pinterest is primarily a visual platform. Craft concise, engaging, and action-oriented ad copy that complements your visuals. Utilise relevant keywords and hashtags, ensuring your content is discoverable.

We also recommend leveraging Pinterest’s shopping features and rich pins for e-commerce products, making it easy for users to shop directly. Additionally, consider using audience targeting to reach the right people, and regularly monitor and adjust your ad performance for optimal results.

Meta

Last year, 56% of festive shoppers discovered brands and products on Meta during the festive season, with 75% of festive shoppers in 2022 who discovered Meta technologies made their discoveries through sponsored content.

With over 3.96 billion people using at least one of the company’s core products, and 35% agree that brands and products discovered on Facebook or Instagram during the peak season are more relevant than those discovered on other platforms.

Many shoppers will continue showing interest in your business after the festive season, especially if you’re offering promotions or discounts. In fact, 82% of festive shoppers say that they care about discount offers when making purchase decisions. Meta’s retargeting ads are perfect for this, as you can create a Lookalike Audiences based on website traffic information from the pixel dashboard. Going even further through the funnel, use Advantage+ catalogue ads and let Meta AI create ads using images and details from your product catalogue to show to interested shoppers.

How to make it work

Maximise the visibility of your advertisements by strategically placing them where your target audience frequents through Advantage+ placements. This innovative solution enables you to identify and capitalise on the most cost-effective opportunities within Meta technologies and various placements. With Advantage+ placements, the versatility of your advertising is enhanced, allowing seamless utilisation of existing creatives across a spectrum of placements such as Instagram Stories, Instagram feed, Messenger, and Audience Network.

Diversify your assets by uploading distinct content, be it a product image or video for Facebook and a brand image or video for Instagram. Optimise your visual elements by adhering to recommended aspect ratios for specific placements; for instance, employ a vertical aspect ratio for advertisements within Stories.

Enhance engagement further by tailoring your textual elements, adjusting text length, headlines, and links to suit the preferences of each platform; for instance, leverage concise copy for effective communication in Instagram Stories.

And don’t forget to leverage their automation tools. The festive season is a particularly dynamic and competitive time for marketing. Automation helps businesses keep up with the pace of change with less budget, resources and time. By enabling automation tools with critical inputs, automation makes decisions based on real-time learnings and optimises festive campaigns through thousands, if not millions, of iterations.

Google

Christmas is a peak shopping season, and people are actively searching for gifts, decorations, and holiday-related items. Advertising on Google ensures that your products or services are visible to users actively looking for holiday-related purchases. Google handles around 99,000 search queries every second, equating to 8.5 billion searches daily and approximately 2 trillion searches globally per year. On average, individuals perform three to four searches each day.
Unlock the potential of Google for your business by seamlessly navigating the expansive Google Ads ecosystem. Whether it’s reaching customers on YouTube, Discover, Search, or beyond, let Google’s AI strategically place your ads at the right time and place to maximise conversions.

With a user-friendly interface, track and analyse conversion growth, leveraging Google’s budget-optimising automation for unparalleled audience insights and a high return on investment. Stay in control of your budget with customisable monthly adjustments, supported by Google’s technology to measure results and optimise your ad spend effectively.

During Christmas, people are in a festive and generous mood, making it an opportune time to promote your products or services. Aligning your advertising with the holiday spirit can resonate well with potential customers. 40% of shoppers leave their Christmas shopping to the last minute, and last-minute searches for gifts are common. By advertising on Google, you can capture the attention of those who are still looking for the perfect presents as the holiday deadline approaches.

How to make it work

According to Google, Christmas shopping beats Black Friday by 34%! People are even early bird Santas, buying New Year’s gifts on the day and after in preparation for next year. Online shopping sleighs the game, even on Dec 31 – so keep those holiday offers alive!

Tailor your ads with creativity to catch the eye, and don’t shy away from multiple images. Google says that products that have more than one product image are likely to see an increase in impressions of up to 76% and 32% more clicks.

Remember to optimise for mobile too, as thats where most people do their searching. Mobile searches for “open now” and “store hours” increase throughout December and peak at Christmas. This includes searches like “what shops near me are open on Christmas Day?” and “Which grocery stores are open on Christmas Day?”.

On average, customers take 13 days to pick a present, but once chosen, they want it pronto. Late December sees a rush for same-day delivery goodies. Local stores save the day when the post office plays Grinch. Optimise for local searches, and you’ll be the holiday hero, as well as driving in store sales.

Amazon

Advertising on Amazon during Christmas is a strategic choice due to the platform’s immense popularity and increased online shopping activity during the holiday season. With over 310 million customers worldwide, including many Amazon Prime members, the platform provides a prime opportunity to reach a wide audience actively seeking Christmas gifts or decorations.

Amazon’s advertising tools, such as Sponsored Products and Sponsored Brands, allow for targeted campaigns, optimising visibility and engagement. Additionally, the competitive landscape during the holidays means that leveraging Amazon ensures your products are part of the consumer’s consideration set. Amazon’s Q1 2023 data shows a 5% year-over-year ROAS increase for Sponsored Products.

Moreover, Amazon’s user-friendly mobile app aligns with the trend of mobile shopping during Christmas. The platform’s emphasis on product discovery further benefits advertisers, as it facilitates the introduction of new and unique products to shoppers. The availability of data-driven insights and analytics on Amazon enables advertisers to refine their strategies based on real-time performance data, contributing to more effective and successful holiday campaigns. Overall, advertising on Amazon during Christmas provides a powerful combination of a massive customer base, effective tools, and data-driven optimization, making it a strategic choice for businesses aiming to maximise their reach and sales during the festive season.

How to make it work

Amidst the holiday shopping hustle on Amazon, let’s talk strategy! Sponsored Products are your secret to make sure your products steal the spotlight and land in the carts of eager shoppers.

First things first – budgeting. Set a daily budget that’s robust enough to keep your ads shining throughout the day. Picture this: the shopping season is in full swing, and your regular budget might do a Houdini on you by midday. Let’s avoid that, shall we?

Keywords are your bread and butter here, spread broadly to cast a wide net. Check out your performance reports to unveil the key searches from customers. Cue the phrase match – your ad shows up when a shopper’s search matches your exact phrase or word sequence. If you’re in for precision, opt for the exact match – where your keyword and the customer’s query have a perfect unity.

Blend these tactics, and you’re on your way to reaching the right customers, making your season not just merry but profitable too.

Retarget, Retarget, Retarget

Shoppers tend to start their gift research well before Christmas, diligently seeking the best deals and options. Remarketing enables you to reconnect with past website visitors, ensuring your brand stays top-of-mind as they browse other online destinations. As part of your Christmas paid media strategy, it’s essential to construct Christmas-specific remarketing lists to capture the attention of these well-prepared shoppers throughout the holiday season, including the Boxing Day and January Sales period.

Remarketing ads are particularly effective, as they target users already interested in your products, offering a chance to re-engage them with tailored ad content, especially impactful during the holidays using festive-themed messages such as ‘Don’t forget the gifts in your basket’ and ‘Still time to get that party dress for New Year’s Eve.’ In fact, retargeted users are 8x cheaper to reach per click and It can help improve your conversion rate by more than 150% since it reminds users where they left off and encourages them to follow through with their purchase.

How Arke can help

We understand that in the run up to Cyber week, Christmas campaigns can be daunting.

Here at Arke, we control the heavy lifting whilst you sit back and relax as the sales roll in. Our Paid Media team are experts in record-breaking results, and know just the strategy to give you the gift of success this Christmas.

If you’re ready to start optimising your Christmas campaigns for a successful holiday period, get in touch today and we will help level up your paid media marketing just in time for Santa.

Winners!

Christmas bells are ringing and Arke Agency is singing, as a sixth award has been added to our trophy cabinet after taking home the win at the Sussex Business Awards 2023 – marking our fifth award in a mere 14 months (and 6 in two years!)

We’re thrilled to announce we took home the prestigious Creative Industries Award. Described as ‘a business with a purpose to bring change into their industry, well presented values and really strong growth objectives’, the award marks Arke’s efforts as a transformative business in the competitive landscape of Sussex.

Recognised as a business that ‘will definitely continue to make its mark’, we are proud to have the Creative Industries Award serve as testament to our work in going above and beyond for our clients. At Arke, we value our clients, and work as an extension of their team rather than just an agency. Together, we are partners in making change.

Founder and Managing Director Steph Noble took to the stage to collect the award, exclaiming; “It’s a huge huge honour to win this award tonight, it really is about giving back and being a big voice for the industry, so thank you so much to everyone that supported us”.

As a company with humble beginnings in our founders living room, to a multi-award-winning central Brighton agency with clients from a variety of industries nationally – we’ve never lost sight of our values. In everything we do, we are real, bold, and curious. Whether that’s supporting our local community or achieving mind-blowing results for our clients, we’re proud to be Arkenauts and know the future is bright – watch this space!

Coming as our sixth award in a mere 24 months, it’s infinity and beyond for the Arkenauts!

Thank you to The Sussex Business Awards for a great night.

Creating an audience is not just a marketing strategy; it’s a journey towards creating lasting connections by improving initial conversion rates, then fostering brand loyalty, which leads to higher customer retention rates. In the world of marketing, delivering a clear message to a well-defined audience is like having a secret weapon that can make your campaigns hit the bullseye every time.

Why, you ask? Because it’s the key to unlocking meaningful, results-driven marketing campaigns.

Creating these audiences isn’t always easy, you may not know where to look. So, how do you go about it? Our head of Paid Media, Bianka gives a  deep dive for you to discover effective ways to build your audience whilst exploring the tools & platforms that can make it all happen.

Google: Precision at Your Fingertips

When it comes to capturing demand, Google reigns supreme. Google Ads, the tech giant’s advertising platform, offers a treasure trove of tools to reach your ideal audience. In fact, Google Shopping ads make up around 76.4% of retail search ad spend.

As per HubSpot’s Annual State of Marketing Report, a significant 63% of individuals have engaged by clicking on a Google ad, with the ads generating 85.3% of all clicks on Adwords campaigns or Google Shopping campaigns.

Like most advertising platforms, you can target audiences based on demographics, gender and age, but with Google’s Display and Demand Gen products, it doesn’t stop there. Google offers precise audience segmentation tools such as custom audiences and lookalike audiences. These tools are your secret solution, allowing you to serve ads to users who are most likely to engage and convert.

One of Google’s gems is the in-market audience feature. It allows advertisers to target users who are actively seeking products or brands similar to yours. Imagine the power of reaching potential customers at the very moment they’re ready to make a purchase. It’s a game-changer for your campaign’s relevance and potential for conversions.

Meta: Dive into the Data Goldmine

In the third quarter of 2022, WhatsApp led the pack with an impressive 74% of internet users in its fold. Facebook secured the second spot with a substantial 70.7% of internet users on its platform. Following closely, Instagram and Facebook Messenger claimed the third and fourth position in the user engagement rankings.

Meta isn’t just about social networking; it’s a goldmine of data waiting to be tapped. The platform offers highly targeted marketing features, including detailed user profiling based on demographics, behaviours, and interests, hosting a total reachable audience of 2.11 billion people.

Custom Audiences and Lookalike Audiences are your magic wands on Meta. Custom Audiences allow you to target users based on data you’ve collected, like email lists or website visitors. Lookalike Audiences take things up a notch by finding users who resemble your existing customers. It’s like having a crystal ball to predict your next loyal customers.

But the fun doesn’t stop there. Meta offers a plethora of ad placement options, tracking tools like Facebook Pixel, dynamic ad formats, carousels and instant experience ad formats. Furthermore, Meta allows advertisers to perform brand lift studies, and detailed reports. Facebook ads have even been shown to reach 34.1% of the global population over the age of 13.

Amazon DSP: The E-Commerce Powerhouse

Given Amazon’s DSP platform’s reach to up to 400 million global consumers each month, it can prove highly effective in enhancing your brand’s visibility and connecting with audiences at different points along the customer journey. Offering advertisers full-funnel marketing opportunities both on and off of Amazon, even allowing them to choose between self-service and managed-service.

In 2023, Amazon’s average daily impressions are 86,417 with the average daily clicks on Amazon being around 302 per user. Leveraging Amazon’s first-party data, including purchase history and interests, DSP can help you target your audience with pinpoint accuracy.

Audience building is taken one step further on Amazon, as you can define precise audience segments, optimise creative content, and track campaign performance in real-time. The integration with Amazon Attribution provides a holistic view of your campaign’s effectiveness, allowing your advertising agency to fine-tune your strategy based on real-time data. It’s like having a control tower for your e-commerce campaigns.

By using the DSP platform, you gain access to AWS’ extensive user data, collected from various Amazon subsidiaries, such as Twitch, Amazon Music, Amazon Fresh, Amazon.com, Amazon Prime, Amazon Firestick, Amazon Alexa/Echo, and Kindle. This data enables precise ad targeting across these platforms, offering you a wide range of placement options, from podcasts to shopping, all within a single platform.

Amazon DSP also offers advanced campaign optimisation. It dynamically adjusts budgets, optimises ad placements, and analyses impressions to meet your goals, leveraging 500,000 customer shopping predictors.

Bianka’s top 5 tips:

Now that you’re armed with knowledge about these platforms, here are five tips from our Head of Paid Media, Bianka, to supercharge your audience creation efforts:

1. Know Your Market: First, determine the exact market size, including the full market potential, to understand your potential audience size and reach, based on active users. By taking it a step further, you can examine your audience’s interests and determine common denominators with the audience interests each ad platform offers.

2. Craft Customer Personas:  Next, create customer personas to narrow down and prioritise individuals who are most likely to engage with your brand and eventually convert. These top-tier audiences should encompass their interests, similar business pages they engage with, age demographics, relationship status, education, and other relevant factors.

3. Compare Targeting Options: Proceed to compare targeting options on each channel, such as Google in-market audiences, Meta targeting, and Demand-Side Platforms (DSPs), and begin the process of refinement. Consider incorporating lookalike audiences derived from your newsletter subscribers or previous purchasers.

4. Custom-Built Audiences: As you transition into the intent phase, custom-built audiences become crucial. These audiences should include individuals who have interacted with your ads but haven’t made a purchase or those who follow your company’s page. They already exhibit initial brand affinity and some interest but have yet to take action, essentially encompassing more generic page viewers.

5. High-Intent Users: When you reach the decision stage, continue to utilise custom-built audiences but shift your focus to very high-intent users. This includes people who have added items to their cart, initiated the checkout process, and visitors who have spent a significant amount of time on your website, specifically targeting the top 25% of users based on their time spent on the website.

In conclusion, building audiences isn’t just a marketing tactic; it’s your ticket to success in the digital age. With platforms like Google, Meta, and Amazon DSP at your disposal, you have the tools to reach the right audience at the right time, boosting your campaign’s effectiveness and ROI. So, go ahead, start building your audience empire, and watch your campaigns soar to new heights!

If you want to amplify the perfect strategy to target an audience ideal for your campaigns, get in touch with an Arkenaut now.

Recruiting Generation Z, the latest entrants to the education landscape, demands a fresh approach. Reaching this tech-savvy and socially conscious generation requires an education marketing strategy that resonates with their unique values and preferences.

At Arke, we’re education experts, having worked with over 120 institutions internationally. We’ve gathered our top five effective strategies that can help you engage Gen Z students to generate more enrolments than ever before.

1. Surf the Digital Wave

Have you ever thought of TikTok as a search engine? Even if you haven’t, we can guarantee that most of your prospective students are using it in that way. In an era dominated by digital technology, institutions must prioritise a robust online presence.

Your online presence plays a pivotal role in shaping prospective students’ initial impressions. In fact, a significant 72% of potential students turn to your website for their primary research, while only 42% pay a visit to the campus. After the institutional website, social media channels are the second-most important channel for students who are exploring where they will study.

Identifying the right platforms to choose is essential. Whilst Facebook was the go to platform for Millennials in its launch, Gen Z are turning to the newest channels to spend their time scrolling.

TikTok reigns supreme as Gen Z’s go-to social app, with a whopping 68% of Gen Z users in the UK active on TikTok on a daily basis, Instagram and Snapchat following closely behind.

Utilise these platforms to share compelling content, including campus tours, student testimonials, and visually appealing posts with trending and viral sounds and trends. Remember to utilise your SEO on social media too, with 40% of Gen Z using TikTok as their go to search engine. Gen Z’s digital immersion demands institutions to meet them on the platforms they frequent and engage with them through captivating storytelling.

2. Personalised Communication

Gen Z places a premium on personalised interactions. Authentic marketing within an institution can ultimately create strong loyalty with students, and its evident Gen Z value connection in the advertising landscape. In fact, 76% of individuals say they would engage with a brand they feel connected to over a competitor.

Universities should harness the power of precise, targeted messaging to engage with students, creating compelling narratives and ultimately, drive up application, acceptance, and enrollment rates.

It appears that every generation, especially 60% of Gen Z, still valuing genuine human interactions despite being digital natives. The personal touch of one-on-one connections remains unmatched in the realm of personalisation. So, when you’re diving into personalisation efforts, remember that meaningful human connections matter more than ever.

Adopt data-driven marketing techniques to send tailored messages and recommendations based on a student’s academic interests, achievements, and career aspirations. Personalise email communication, website content, and virtual campus tours to convey a sense of individual value, demonstrating your institution’s commitment to understanding and catering to each student’s unique needs.

3. Sustainability and Social Responsibility

Gen Z is particularly eco-conscious and socially aware, and by underlining your institution’s commitment to these principles, you can make your campus more appealing to this cohort.

Gen Z individuals are on the hunt for institutions that step up as sustainability leaders. A report by IBM revealed that 56% of Gen Zers expect businesses to shoulder the responsibility for environmental concerns. A sizable 72% of Gen Z insist that companies should be answerable for their environmental footprint.

Sourcing branded merchandise that is sustainable, creative, high quality and that a student will use on a daily basis will go a long way. Highlight your institution’s commitment to sustainability and social responsibility in a professional manner.

Use social media to showcase green initiatives, community service projects, and partnerships with organisations that align with Gen Z’s values.

4. Amazing Amazon

Amazon DSP (Demand-Side Platform) isn’t just good; it’s a game-changer when it comes to student recruitment advertising. Imagine having a secret weapon that helps educational institutions reach the right students with pinpoint accuracy. Amazon DSP does just that, enabling universities to connect with their dream applicants effectively. In fact, 45% of shoppers aged 18 to 24 listed Amazon as their preferred starting point for product searches.

With access to Amazon’s treasure trove of customer insights, you can fine-tune your ad campaigns to resonate with students who are actively exploring their higher education options. For example, you can target James who is searching for business studies textbooks on Amazon with your Business Studies course, or maybe you want to target Amelia who is listening to the ‘Making the right Uni decisions’ podcast on Amazon Music.

What makes this even more thrilling is the platform’s real-time optimisation and its vast network of partner websites and apps, with the average conversion rate on Amazon being 9.58%. This means universities can dazzle potential students with their offerings while being incredibly cost-efficient. In the digital age, where competition for students is fierce, Amazon DSP is your golden ticket to attract the best and brightest to your institution.

5. Interactive Virtual Experiences

With the cost of living crisis affecting many of Gen Z’s decisions, attracting students is harder than ever. UCAS found that this was evident with 38% of prospective applicants in the UK claiming they have had to cut down on the number of open days they attended due to costs Other students also mentioned that they had excluded universities in specific cities or regions from their consideration due to anticipated high expenses.

But there is a way to tackle this issue and still attract students that live further away without bringing them to your institution for a day. And we can thank the virtual world for that. Gen Z’s comfort with virtual experiences, heightened by the pandemic, suggests the importance of creating engaging online interactions.

Offer interactive virtual campus tours, online information sessions, and webinars. Provide opportunities for real-time Q&A sessions with current students, faculty, and staff. This professional and accessible approach allows prospective students to explore your institution from the comfort of their homes, while reinforcing your institution’s tech-savvy nature.

We created a successful interactive open day experience for Regent’s University London, in which we generated 2,736 clicks to their website and over 1,100 visits to their virtual open days.

So what next?

Generation Z is bringing some exciting shifts to the world of higher education. Contrasting to their Millennial predecessors, their specific needs and wishes are pushing colleges and universities to make some speedy updates from the campaigns that worked five years ago.
To keep their competitive edge, higher education institutions need to revamp their approach to reaching out to potential students. It’s time to do things differently and get even better results.

Gen Z Student Recruitment Services

At Arke, we’ve successfully generated record breaking results for our clients that go above and beyond their expectations.

Having worked with over 120 institutions, we’re experts in understanding education institutions wants and needs and actioning the plans to deliver just the right strategy to leverage student recruitment campaigns for a successful recruitment period.

Get in touch today to start your journey to success.

Getting ads right is hard! We know it, you know it. Not only is there lots at stake, but also pretty often plenty of stakeholders too. Google reported that approximately 70% of success is driven by the creative – so no pressure!

Here at Arke, we’re no strangers to devising a campaign and then working to roll it out to get maximum results. Making sure your ads are as effective as possible so that you’re getting the best ROI you can get is a combination of factors, and unhelpfully, one size definitely does NOT fit all!

We’ve collated THE best practices from a creative perspective to consider the next time you’re planning the ads that make up your campaign. Meta found that better-performing creative can lower overall costs across ad campaigns by approximately 20%, including lower cost per link click and lower cost per website conversion – so there’s lots to play for! Start with these 3 questions:

What’s the aspect ratio of your ad?

Is your content in the right aspect ratio? You might have spent days in After Effects making a great video – but is it designed to suit Meta? Widescreen video ads (we’re talking dimensions like 1920 pixels wide and 1080 pixels high) won’t occupy much of the screen on either mobile nor desktop 🙁 – so consider making a vertical version.

Similarly, a static graphic in the wrong aspect ratio might appear much smaller if it isn’t in the right dimensions, rendering (see what I did there?) – yes rendering your text potentially illegible.

The best way to avoid these issues is to picture your content in situ in an Instagram timeline if that’s where it is going to appear, or throughout people’s stories if that’s where you’re placing it. Context is key. Think specifically about how it is going to be seen – using a preview tool will really help you envision this, helping you catch any potential issues and optimise your content for its proposed end result. The last thing you want is people unable to read anything, or trying to turn their phones around to no avail, or ignoring your ad altogether because it isn’t displaying properly!

Is it moving?

Thinking about the marketing funnel, should your content move? Movement is more suitable for brand awareness – the top of the marketing funnel. If your intention is focused on the top of the marketing funnel use some animation to capture attention.

Video is great for awareness: catching attention and creating a buzz, whereas static ads are more suitable for decision-making! So if your ads are more about decision-based conversions, avoid busy animation that’s less suited to Intention and Decision, where people want to be able to digest information at their own pace.

Think back to the dark patterns employed by fast fashion sites that pressure you into buying something by using micro-interactions and constant movement, leading to a feeling of pressure and FOMO. You don’t want your audience to feel intimidated when they’re making a decision to opt into something on social media.

If you’re using text in your ad – is it too long? When making a campaign, you know the copy. You’re familiar with it. Perhaps you went hard on the benefits and have now seen it a dozen times while working on the layout. Bottom line: you probably don’t read it when composing your ad. Before even getting into the copy itself (watch this space!) – make sure that people have enough time to read it!

What’s your CTA?

What behaviour are you trying to inspire? When considering trying to get a user to actually do something – such as consider your service – is the call-to-action specific to the platform it’s on? Make it easy for your audience.

Be clear about what you’re asking, and where the user is going to be taken to by clicking on your ad… or the button…. Or…. swiping – see? It is hard to be sure. You want your ad to inspire quite literal confidence, rather than looking like a questionable, possibly-scamming, dubious ad with an opaque CTA that just wants clicks and nothing else.

So the next time you’re working through your media plan and coming up with your plan of execution, consider the shape and size of your ads, their use of motion, and the action you’re asking users to take. This will all help strengthen your campaign and tighten up your efforts in getting toward your goals!

At Arke, we’re experts in creating award-winning creative, and we can help get your ads back on track to a whirlwind of conversions.

Black Friday has become one of the most anticipated shopping events of the year, not only for consumers but also for businesses looking to boost their sales and profits. As we approach Black Friday in 2023, it’s crucial for businesses to plan and execute effective marketing strategies to stand out in the crowded marketplace.

Last week, we highlighted the 2022 key stats, and with Black Friday 2023 anticipated to be the BIGGEST Black Friday yet, we’re staying ahead of the game to provide the best insights for a Cyber Week of success.

In this blog, we will explore five top tips to help you make the most of Black Friday:

Start Early and Build Anticipation

The Black Friday shopping frenzy doesn’t just happen on the day itself. It’s essential to start your marketing efforts as early as possible to build anticipation and create a buzz around your promotions.

Black Friday research commences several weeks ahead of the event in November, with search results rising as early as October. During this period, consumers embark on the quest for enticing deals. They may not yet commit to any particular brand or product, remaining receptive to brand and product discovery – the perfect time to engage with them!

The largest segment of spenders is Generation Z, actively participating in Black Friday and Cyber Monday, with a substantial 65% of them intending to make purchases during this year’s sales events. A great place to start your brand awareness campaigns is TikTok, considering 40% of Gen Z using TikTok as their go to search engine. You can tease your audience with sneak peeks, countdowns, and exclusive pre-sale offers directly in the app they spend most of their time scrolling on.

Don’t forget to utilise other social media platforms, email marketing, and your website too to keep your audience engaged and excited about the upcoming event.

Personalise Your Offers

Personalisation is a key element in modern marketing, and it’s especially important on Black Friday. For example, 83% of shoppers would exchange data for a more personalised experience. Use analytics to segment your customer base and tailor your offers to specific groups.

One thing is for sure, people want deals. In fact, In 2022, Adobe’s report on pricing trends unveiled a remarkable surge in discounts, setting a new benchmark in the realm of e-commerce. Cyber Monday, in particular, emerged as the shining star, boasting an average discount of 25% off the listed price. Personalising these deals can add to purchase intent even further, with 80% of consumers are more likely to make a purchase when brands offer personalised experiences. For instance, for customers aged 45+, deals ranging from 21-30% off tend to catch their eye compared to 41-50% being the attention grabbers for 18-34 year olds.

Send personalised email recommendations, offer discounts on products related to a customer’s past purchases, and create targeted ads on social media. Partner this with engaging copy that accents urgency and you have winning messaging. Personalisation not only improves the customer experience but also increases the likelihood of conversion.

Optimise for Mobile

In today’s digital age, mobile shopping is on the rise, and it’s crucial to ensure your online store is optimised for mobile devices. 82% of consumers primarily engage with marketing content on smartphones, while 63% engage with content primarily on computers. Shoppers will be browsing and making purchases on their smartphones and tablets, so a responsive and user-friendly mobile website or app is a must.

According to the e-commerce giant Shopify, a jaw-dropping 73% of all sales for their merchants in 2022 happened right from the palm of your hand – your trusty mobile device! That’s a notable jump from the 71% in the previous year.

Mobile optimization is not only about design but also about page loading speed, seamless navigation, and secure payment processing. Test your site thoroughly to ensure it performs flawlessly on all devices.

This trend underscores the rising importance of mobile devices in the world of online shopping. And guess what? It’s not slowing down anytime soon. We’re looking at you, 2023, to keep the mobile commerce momentum going strong!

Leverage Social Media and Influencer Marketing

Social media plays a significant role in Black Friday marketing and considering running paid advertising campaigns on platforms like Facebook, Instagram, and Google is a given this cyber week.

However, influencer marketing can be a powerful tool to endorse your products and deals and collaborate with relevant influencers in your industry will help promote your Black Friday sales. In fact, influencers are pretty ‘influential’ with 79% of Gen Z saying their shopping is informed by social media. Now I know we’ve already exclaimed how TikTok is a great fit for the Black Friday spenders this cyber week, however it also boasts a great shopping feature you can utilise.

TikTok live is a feature that allows users to live stream themselves anywhere, at any time. Combine that with TikTok Shop and you have a winner. TikTok shop allows users to seamlessly buy products at the tap of a button, right as they are being showcased in the live. This feature facilitates a smoother transition from showing interest to making a purchase. In the world of e-commerce, it’s a well-known fact that the fewer obstacles your potential customers face before buying, the higher the likelihood of converting them into actual sales.

A survey conducted by the Influencer Marketing Factory showed that 40% of individuals within the Gen Z/Millenial age group have made a purchase of at least one product or service while tuning into a social media livestream.

Given that the combined purchasing power of Gen Zs presently stands at $360 billion, they represent a highly attractive market to engage.

Provide Excellent Customer Support

70% of the buying experience is based on how the customer is treated and 64% of businesses say they can notice sales growth due to good customer service.

Black Friday can be a hectic and stressful time for shoppers. To stand out from the competition, it’s beneficial to offer exceptional customer support. 75% of consumers will spend more with businesses that have a good customer experience so ensure your customer service team is well-prepared, responsive, and available via multiple channels, including live chat, email, and phone.

Address customer inquiries and concerns promptly, and make returns and exchanges as hassle-free as possible. Happy customers are more likely to become repeat customers, so prioritise their satisfaction.

Leave it to the experts

We achieved award-winning results last Black Friday and we’re ready to hit the mark again.

Despite being our first Black Friday, Shay & Blue trusted us as their strategic partner, allowing us to achieve a 1009% ROAS, resulting in a record-breaking period of online trading for Shay & Blue. Revenue attributed to Paid Media increased by 244.59%, generating their biggest month in online revenue in a single week.

We also saw high levels of engagement among younger audiences, who left comments on social media. New customer site visits increased by 49.23% and revenue from all sources increased by 159% YoY.

Vital to success, we integrated the campaign into all owned media; first touchpoint to website. Our foreplanning, strategy and execution increased awareness of the niche brand, while competing with major labels and retailers.

We even won Paid Social Campaign of the Year at the UK Paid Media Awards 2023 for our work!

Black Friday presents a significant opportunity for businesses to boost their sales and build customer loyalty. By implementing these five tips for Black Friday marketing in 2023, you can increase your chances of success in this highly competitive retail event.

Remember to monitor your results, adapt to changing consumer trends, and continuously improve your marketing efforts to stay ahead of the game in the evolving world of Black Friday sales.

And if you’d like some extra help leveraging your campaigns, Arke can help. Get in touch with an Arkenaut today to discuss how we can level up your Black Friday marketing.

Black Friday is just around the corner, and we can’t wait to see how the day plays out.

Black Friday and Cyber Monday 2022 was set to be a rollercoaster with Covid-19 restrictions easing, but guess what? It turned out to be the biggest online sales day ever! Record-breaking revenues for everyone!

We’re about to dig deep into why the day was so successful and what learnings we can take into our 2023 strategies.

Why is Black Friday and Cyber Monday so important in the marketing calendar

Before we spill the beans on 2022, let’s get into what Black Friday really is.

Spanning from November 24th to November 27th, this weekend extravaganza features substantial discounts, with Black Friday catering to both in-store and online sales the day after Thanksgiving, while Cyber Monday zeroes in on online sales the following Monday.

Black Friday and Cyber Monday are highly competitive times in the retail industry. Companies compete to offer the most attractive deals and promotions, which can give them a competitive advantage and help them stand out in a crowded marketplace.

It’s a shopping spree that could really level up your advertising game if done correctly.

How many people shop online on Black Friday? 

The largest group of consumers spending last year were 25-34-year-olds, followed by 35-44-year-olds which could indicate the rise in mobile shopping we saw last year. 78% of online sessions happened on those handy little devices, with 73% of online sales purchased using a mobile device.

Online shopping sessions hit their peak between 10:00 a.m. and 11:00 a.m, with 10am being the peak time for Add-To-Cart rates on Black Friday. Whether commuting, taking a coffee break or desk shopping it was clear that shoppers were taking advantage of early morning deals.

But what’s behind this surge? The rise of mobile shopping plays a part, as consumers can easily sneak in some retail therapy during their mid-morning coffee break. So, if you want to capture those peak shoppers, make sure your website is mobile-friendly and loaded with irresistible deals during this crucial window.

But it’s not just about mobile. Shoppers are becoming savvier. They research, compare, and demand seamless experiences. To stay ahead, businesses must embrace innovation and meet their customers where they are.

Do consumers tend to shop more offline or online?

E-commerce is booming, but it hasn’t killed offline sales. In fact, footfall increased by 9.3% in shopping centers and high streets during Black Friday 2022. Retail therapy lives on!

72.9 million people shopped in-store on Black Friday in 2022. This was up from 66.5 million in 2021, suggesting more individuals’ confidence in shopping in-store as the pandemic restrictions eased.

With restrictions no longer holding shoppers back as we enter the 2023 Black Friday period, businesses should continue to enhance their in-store experiences to complement their online efforts. Working in tandem, your advertising should compliment both experiences, directing people to stores for exclusive deals and again pushing to the web with ‘scannable’ promotions in store.

Will people be spending big this Black Friday?

With the cost of living soaring, we were curious about the cash flow during Black Friday 2022. Guess what? Online spending averaged £125.43 per shopper, a £17.33 jump from the previous year.

This increased spending per session suggests that some consumers were more focused on quality over quantity. They were willing to invest in higher-value items, making Black Friday 2022 a lucrative opportunity for businesses with premium products.

This unexpected surge in spending also indicates that despite rising prices, consumers were determined to make the most of the deals offered on Black Friday. Businesses need to stay agile and prepare for future events by strategizing how to cater to deal-hungry shoppers.

However, retailers like Amazon saw searches for AmazonBasics products increase revenue by 135% – suggesting with the cost of living crisis looming over consumers at the end of last year, we may see this trend follow suit into 2023 where inflation is hitting harder.

What were the most popular products and retailers on Black Friday?

Home appliances and fashion were big hits, but the bestsellers varied depending on the retailer. Boots broke records with an 18% boost in online sales, with over 18,000 products discounted for Black Friday.

John Lewis, which had 5,000 Black Friday offers for customers, said shoppers had ordered 5.5 products every second throughout the day and that in-store shopping was equally busy throughout the morning.

39% of Brits bought a Black Friday promotional item on Amazon during Black Friday last year. Amazon also rocketed sales with Echo Dots and Fire TV Sticks with customers having supported small businesses through the holiday shopping weekend, generating more than $1 billion in sales for small businesses in the U.S.

What were people searching for on Black Friday?

The top three keywords last year included ‘Black Friday Deals’ with a search volume of 90,500, ‘Amazon Black Friday Deals’ with a search volume of 14,800 and  ‘John Lewis Black Friday Deals’ with a search volume of 12,100. Although these were all down in 2021.

However, search trends revealed a drop in Black Friday queries compared to last year. What’s the takeaway? Retailers, it’s time to revamp your online presence. Think SEO, think user-friendly websites, think valuable content!

The reduced search volume means that retailers need to up their digital marketing game. Search Engine Optimization (SEO) is key. Optimise your website, create engaging content, and ensure it’s easy for potential customers to find you in the vast online jungle.

Arke’s Key Black Friday 2022 Stats

Despite being our first Black Friday, Shay & Blue trusted us as their strategic partner. We ran a six-week campaign prior to the four-day Black Friday sales, which saw Shay & Blue sell out of their products.

With a 1009% ROAS, the campaign resulted in a record-breaking period of online trading for Shay & Blue, revenue attributed to Paid Media increased by 244.59%, generating their biggest month in online revenue in a single week.

We also saw high levels of engagement among younger audiences, who left comments on social media. New customer site visits increased by 49.23% and revenue from all sources increased by 159% YoY.

Vital to success, we integrated the campaign into all owned media; first touchpoint to website. Our foreplanning, strategy and execution increased awareness of the niche brand, while competing with major labels and retailers.

Shay & Blue view us as their strategic partner – the direction we plan to develop with more clients this year. The sweet scent of success!

Ready for 2023?

As we wrap up this Black Friday extravaganza, remember this: To thrive in the world of Black Friday madness, businesses need to adapt to changing shopping habits and optimise their online presence.

The world of retail is ever-changing, and those who stay agile and innovative will come out on top. At Arke, we are experts in paid media and have all the tricks under our sleeve to boost your online revenue!

Get in touch with an Arkenaut today to start leveraging your campaigns just in time for Black Friday.

Looking to boost your Health & Beauty bundles this Black Friday? Then Amazon should be your best friend starting right now. In fact, according to Webfx.com, 44% of people buy something at least once a month from Amazon.

Why? Well, that’s where we step in! Our team of experts (The Shopaholics, as they go by informally) are giving you our essential reasons why beauty brands are flocking towards Amazon ads to achieve insane audience growth and a major increase in ROI.

Why Amazon Ads is Essential for Your Marketing Strategies 

The ecommerce world has witnessed a significant shift in consumer behaviour over the last few years. Gone are the days of perusing through Boots to find the perfect product; shoppers are turning to online platforms for their health and beauty needs.

Most people would consider a brand’s website to be their ‘virtual shop front’, so you may be surprised to hear that Amazon outperformed search engines and direct retailer sites when it comes to inspiring online shopping by UK shoppers in 2022. According to a survey, almost half of respondents used Amazon to search for product and brand inspiration. Why wouldn’t you want your ads surfacing to this audience?

But specifically, how does this tie into the Health & Beauty industry? Well, if you search the top-trending products available on Amazon, you’ll notice that the majority are health and beauty products, making it great advertising real estate to shine above the competition.

And the platform isn’t just for the big players in the game, 58% of total sales on Amazon come from small-to-medium size businesses.

Let’s break it down – Amazon-style – and dive into the features that should finalise your decision to use Amazon as your go-to space for all things B.E.A.UTIFUL.

Amazon is the Beauty Bible for Cross Channel Marketing

At Arke, we understand that integration lies at the heart of a finely-tuned marketing strategy, and Amazon DSP is your key to unlocking seamless integration. With a plethora of advertising channels ready to harmonise, cross-channel marketing campaigns flourish.

Even if you’re not exclusively in the e-commerce game, Amazon’s audience insights and targeting powers can complement your current marketing endeavours across these dynamic channels. By synchronising your messaging and creative strategies across diverse platforms, you’re setting the stage for a unified brand journey, magnifying the scope and impact of your campaigns.

Imagine this: Amazon, with its multifaceted ecosystem, knows its users more than you think. Whether you’ve immersed yourself in the world of Twitch streaming, tuned into the rhythms of Amazon Music, filled your basket at Amazon Fresh, embarked on a shopping spree on Amazon.com, indulged in Amazon Prime video streaming, harnessed the power of an Amazon Firestick, relied on the wisdom of an Amazon Alexa/Echo device, or immersed yourself in the world of Kindle books – Amazon has you covered.

And here’s the brilliance – if Amazon can curate data from these diverse touchpoints, it can also fashion tailored ads that reach you through these very channels. The possibilities are boundless, with access to a spectrum of placement options spanning podcasts, streaming, shopping, and more – all elegantly orchestrated from a singular platform.

Ad Formats on Amazon Make it the Ideal Place for Beauty Brands

 In 2022, consumers were expected to spend a whopping £8.71 billion over the course of Black Friday in November, with 56% of this expected to be online sales.

And, of course, Amazon is no stranger to the Black Friday bonanza, with ‘Amazon Black Friday deals’ being one of the most popular key search queries in 2022. Naturally, this will smell like an opportunity for any Health & Beauty brand out there.

Amazon is no small fish in the Black Friday pond, gobbling up a hefty 17.7% of all the sales during this shopping frenzy.

Specific platform tactics such as Sponsored Products, in which custom ads run on-site, and the ability to optimise product pages whilst these events take place result in a performance boost on the biggest product search engine in the world. In fact, clicks on Sponsored Products and Sponsored Brands ads convert at more than three times the rate of Google Shopping ad clicks.

For any marketers out there who want to maximise their omnichannel strategies in these high-traffic times, Amazon is an absolute essential.

As mentioned, the beauty market today is bigger than ever before. Ultra competitive and expansive, your content needs to be seconds away from consumers if you want to keep in the game.

Enter Amazon’s Always-On advertising. Another potential avenue for your marketing strategies – Amazon’s machine learning algorithms streamline adverts on Amazon, allowing brands to stand out from the competition and assist you in successful brand longevity.

More bang for your buck? Maybe the opposite? Amazon’s got you covered. Ads created through Amazon’s services are Retail Aware, meaning your Sponsored Display ads only appear when your products are in stock and the Featured Offer.

With Amazon’s targeting options, you have the capability to narrow your focus all the way to the specific SKU (Stock Keeping Unit), thereby connecting with individuals who have either viewed the product or made prior purchases. This precision enables you to enhance your return-on-ad-spend (ROAS) by effectively reaching the appropriate audience, precisely when it matters most.

Additionally, through AI, Amazon will adjust bids to account for delivery promises to help you spend your advertising dollars efficiently. Is that not beauty to your ears?

Ready to take on the Amazon? 

The best way to utilise Amazon is the tried-and-tested approach of giving it all a go!

Amazon says it best themselves:

Advertisers with a balanced investment across Sponsored Products ads, Sponsored Brands ads, and Sponsored Display ads see up to +15% year-over-year sales at a better return on ad spend compared to those only using Sponsored Products.

The best way to tackle the behemoth that is the Health & Beauty industry is to omnichannel your strategies and optimise those that work in your favour. If contextual targeting is doing the trick, put more creative and ad spend there.

Or, if you’re Sponsored Display Ads are working out, try taking them further and utilising them on other Amazon-affiliated platforms such as Twitch.

HOWEVER! We know it can be a rumble in the jungle out there, so going in prepared and aware of the ever-changing environment of Amazon – the digital landscape in general – will only make it easier.

So, if ease is what you’re looking for, our team of digital and paid experts have put together a detailed, informative and incredibly useful report for you. Covering everything you need to know about the Health & Beauty industry as it stands and where it’s heading, you’ll know the best way forward for your business this Black Friday and beyond.

Don’t miss out! Sign up and download the report today, or if you’d like to get in touch with one of our shop-till-you-drop media specialists, let’s talk!

Reddit is a platform known for its diverse and engaged user base. With over 430 million monthly active users and 52 million daily active users, Reddit offers a unique opportunity for advertisers to connect with a wide range of audiences.

However, as a lesser utilised platform in the advertising world, many businesses may be reluctant to take advantage of Reddit with the concerns over reaching their audience and if they will see ROAS.

We understand that venturing into a new paid media platform can be daunting, but at Arke, we’re experts in paid media and know the right platforms to place your buck for advertising success.

So what are we waiting for?

Let’s get into why Reddit can amplify your advertising…

Can I reach my target audience on Reddit?

It’s a common misconception to think that because Reddit users are anonymous, it lacks a substantial user base. But that couldn’t be further from the truth!

Believe it or not, Reddit boasts over 430 million lively users each month, and among this diverse crowd, you’ll discover a substantial portion of high-earning individuals, pulling in around £60,000 or more annually.

So, if you’re looking to tap into a sizable audience that might not frequent Facebook or Instagram as often, Reddit might just be your golden ticket!

90% of users trust Reddit to learn about new products and brands and if you’re tailoring to a very specialised group of people, your personalisation is going to be on the next level. 80% of consumers are more likely to buy from a company that provides a tailored experience, so if you’re advertising in a channel specifically about their favourite interest, you can expect engagement to be high.

In terms of reach, Reddit’s capabilities are impressive, with the platform claiming to deliver anywhere from 25% to a whopping 70% reach. While Reddit might not boast the same colossal user numbers as giants like Facebook or Instagram, it compensates with unparalleled user engagement. Regular Reddit users, on average, dedicate nearly 34 minutes of their daily routine to the platform.

Reddit’s user demographics skew notably toward the Millenial/Gen Z 18-35 age bracket, and its user base exhibits participation in specialised segments such as Gaming, Fashion and Entertainment, meaning there’s a subreddit for any brand out there.

Can I reach high intent audiences on Reddit?

Reddit offers a familiar set of targeting options that you’d find on the social platforms you’re currently using – think age, gender, location, and interests.

But here’s why Reddit’s is different, the platform hosts subreddit targeting. You can laser-focus your ads to appear only in specific online communities, and if you fancy a bit of extra precision, you can even fine-tune by demographic details.

Now, picture this: there are a whopping 2.8 million subreddits out there. Some are as generic as ‘football’ and some a little more precise like ‘rare lobsters’- we know, we want to know what this is about too! The trick is to reach your audience when they are in the zone, actively in the discovery mindset. Show makeup-related ads in the ‘Beauty Babes subreddit’, hit the vegan food community with your vegan cheese, cater to sunglasses enthusiasts in ‘stylish shades’, and drop your perfume brand in a subreddit all about ‘favourite fragrances’.

For example, you have a face serum that tackles rosacea. First point of call is head over to Google and Semrush to see which subreddits are most popular for users seeking and discussing ways to tackle this. Found the most high intent groups? Stick your ad on the ‘Rosacea Remedies’ subreddit, and place your product directly in front of the eyes of people regularly discussing ways to solve their problem, your product being the answer they are looking for.

Timing is where the magic happens in the ad game and nailing the moment when your audience is primed to engage with your ads can make all the difference. It’s like delivering pizza when your friends are starving, and it’s everything!

Are Reddit Ads Difficult to Create?

Creating engaging ads that resonate with the Reddit community may seem challenging.

While it’s true that creating ads that align with Reddit’s culture and values is important, it’s not as daunting as it may seem. The key is to understand the community and create content that fits seamlessly into the platform.

Well-written text-based ads can also be effective but visual content like images and videos often perform exceptionally. In fact, Video ads actually have 54% lower CPA over a 28-day period.

We’ve got our top 5 tips to create compelling ads on the platform:

1. Optimise for Mobile

It’s no secret that people spend a significant amount of time on their phones, so when you consider that a whopping 75% of Reddit’s worldwide audience accesses the platform through mobile devices, it becomes crystal clear that optimising your ads for seamless phone and tablet viewing is an absolute must. We recommend video ads 4:5, and static ads in 4:5 or 1:1 ratios.

2. Be transparent

At Arke, transparency is at the heart of our company, and we recommend keeping this theme in your advertising. Redditors don’t not like ads; they simply don’t like deceptive advertising. While it might be tempting to camouflage your ads as organic content, you’ll foster greater engagement and trust by presenting your ads transparently as what they are.

3. Showcase your offering

Your creatives should grab your audience’s attention. Build your offering around your niche and target accordingly. Even if multiple versions are needed to target the different subreddits your advertising on, you need to show them why they need to buy your product and just how great it is!

We recommend video being best for this! Maybe generate some excitement with offers. Reddit claims deals and offers generate 24% more clicks.

4. Be creative with copy

If you want to attract redditors to your brand then it’s time to pick up the reddit lingo! Using the abbreviations redditors use on the platform can generate a 201% higher advertiser median revenue. If you’re not too familiar with the chit chat on reddit, our in-house copywriter can create the perfect recipe to reddit language success!

5. You need a concise call to action

Just like us, redditors are big on transparency so will value your ads more if you’re straight to the point. Consider your call-to-action a top priority and redditors will too. Including a clear call to action can result in 1.3x ad awareness on the platform.

Are Reddit Ads Expensive?

One common misconception is that advertising on Reddit is prohibitively expensive, whilst it’s actually true that Reddit ads can be highly cost-effective when used strategically.

Advertising on Reddit can be a total steal, and you don’t need to break the bank! You can get started for just $5 a day.

But here’s the fun part: Reddit ads are incredibly flexible. You can choose to pay based on impressions, video views, or get into auction-style action with Cost-Per-Click bids. And guess what? The starting bid for those auction-style ads is just $0.20!

Reddit is home to thousands of communities, endless conversation, and authentic human connections. The power of the efficiency of where you’re stocking your cash in the platform is the access to highly intent users.

Reddit hosts less competition, potentially serving up lower costs per impression and click than your regular advertising platforms. Plus, with a smaller, more finely-tuned audience, you’ve got every reason to expect higher click-through and conversion rates.

Advertising on Reddit can be a powerful way to connect with a highly engaged and diverse audience. By dispelling these common myths and misconceptions, businesses can make informed decisions about incorporating Reddit into their advertising strategy.

When used effectively, Reddit ads can be cost-efficient, well-received, and suitable for businesses of all sizes and industries. Embracing the unique opportunities Reddit offers can lead to successful advertising campaigns and increased brand exposure.

If you’re ready to create advertising with an impact on reddit, then get in touch with an Arkenaut today.

Black Friday stats

Black Friday, the shopping extravaganza that marks the unofficial start of the holiday season, is a critical time for businesses looking to boost their sales and visibility. To make the most of this opportunity, choosing the right advertising platforms is crucial. In fact, Brits planned to spend an estimated £3.95 billion on Black Friday and Cyber Monday purchases in 2022.

We know hitting Q4 targets is essential for the last stretch of the year and choosing the best platforms to help you do this is at the top of the list. But if you’re stuck in a rut of where to advertise your offering, we’ve got you covered.

Here are the ultimate platforms you should be on to advertise for Black Friday right now.

Getting the Best Out of Google Ads

Google Ads, including Search and Demand Gen ads, remain an effective way to reach potential customers actively searching for Black Friday deals. We’ve already learned that the newly established Google Demand Generation ads are an upcoming gamechanger in the advertising space.

With 63% of people having clicked on a Google Ad, we recommend utilising Google Shopping ads to showcase your products with images and prices, making it easier for shoppers to compare and make a purchase decision. Now, with Demand Gen, you can push these capabilities even further reaching users on other extensions like Youtube shorts. Leveraging Google’s massive user base and powerful ad-targeting options can drive valuable traffic to your website.

Last year, online sessions surged from 6:00 a.m. to 11:00 a.m, but tapered off in the afternoon. Top searches included ‘Dyson Hair Dryer Black Friday’ and ‘John Lewis Black Friday’ as more users took advantage of mobile shopping in their commutes and breaks.

When in pursuit of a specific product, utilising Google ads can significantly enhance your chances of outperforming your rivals. This is attributed to the fact that 65% of individuals opt for these advertisements when actively seeking to make a purchase. If your ad effectively aligns with their search intent, you stand a strong chance of attracting their click and ultimately securing the sale.

Amplifying Your Advertising with Amazon

Taking a close look at Amazon data from 2020, clicks and conversions started to increase two weeks before Black Friday. If you’re selling products on Amazon, leveraging Amazon Advertising is a must. In 2022,  81% of UK consumers voted Amazon the most popular online channel for their shopping needs.

Amazon offers various advertising options such as Sponsored Products, Sponsored Brands, and Sponsored Display ads that can help boost your visibility within the marketplace. Moreover, Amazon DSP, Amazon’s demand-side platform allows you to programmatically buy ads to reach new and existing audiences on and off Amazon. With millions of shoppers searching for Black Friday deals on Amazon, advertising here can lead to a significant sales boost.

47% of consumers check Amazon if the brand they’re shopping with doesn’t provide product suggestions that are relevant with Amazon seeing 7x more conversions than non-Amazon sites. You can learn more about the benefits of Amazon advertising here.

According to recent audience surveys, Amazon outperformed search engines and direct retailer sites when inspiring online shopping by UK customers in 2022, with almost half of respondents saying they used Amazon to search for product and brand inspiration.

Last year, Amazon’s Black Friday remained a powerhouse, boasting “record-breaking revenue” and maintaining its position as the most budget-friendly U.S. online retailer for the 6th year. The top-selling categories were home goods, toys, and apparel.. Amazon’s reputation as the most trusted retailer remained intact, offering average prices 14% lower than major competitors.

The Power of Video with Youtube

Video content continues to dominate online spaces. Running YouTube ads, either as skippable, non-skippable video ads or Youtube Shorts, can be a great way to showcase your products. Create engaging video content that highlights your Black Friday deals and encourages viewers to click through to your website. YouTube’s extensive targeting options help you reach the right audience.

With 90.5k searches for ‘Black Friday Deals’ in only one hour during Black Friday in 2022, its clear consumers are on the hunt for the best deal they can find. Making promotions and offers a key part of your ad can aid in grabbing cost conscious consumer attention. Not only that, but you can leverage this element even further with search and target those searching for black friday deals in your industry.

The flexibility of YouTube advertising, thanks to Google’s ownership, offers exposure to a vast audience, including targeting those searching for your brand and website visitors tracked by Google Analytics.

Utilise YouTube In-feed video ads to strategically place your brand in front of your target audience through related content, search results, and the YouTube home feed, increasing your ad visibility. Consider retargeting your ad viewers to maintain brand presence and ultimately drive conversions during Black Friday. Launching a Dynamic Search Ad campaign for your ad viewer audience can keep your brand top-of-mind and lead them towards visiting your website and completing the purchase journey.

Social for Success with Snapchat and TikTok

It’s worth noting that Snapchatters have a 34% higher likelihood of patronising brands that actively support their local community compared to those who don’t use Snapchat. On average, Snapchatters spend 20% more online than others, and each year, increasing their spending on Black Friday weekend through Cyber Monday by 2.1 times. This underscores the importance of targeting Snapchat users for holiday sales success.

As well as this, a recent study revealed that 54% more TikTok users intend to shop for Black Friday deals through sponsored social media posts, surpassing other platforms. With the presence of TikTok shop, it’s also a great platform to sell your products directly though the platform, using the potential of collaborating with creators for TikTok shop lives to sell your stock.  With such high engagement, it’s evident that brands should prioritise TikTok for this year’s Black Friday and Cyber Monday promotions.

The success of your Black Friday campaign relies heavily on choosing the right advertising platforms. A combination of platforms tailored to your target audience and products will yield the best results. Remember to start planning and executing your Black Friday advertising well in advance to maximise your reach and sales during this high-stakes shopping event. Be creative, stay on top of current trends, and continually analyse and adjust your campaigns to ensure your brand shines bright on Black Friday.

At Arke, we can help. Get in touch now and we can help leverage your Black Friday advertising more than ever before.

The eCommerce landscape is changing faster than ever before. There has been more development in the world of online shopping in the past few years than in the last 10. In this ever-evolving landscape of ecommerce, staying ahead of the curve is essential for businesses striving to remain competitive and innovative.

That’s precisely why the Arkenauts recently set sail for the eCommerce Expo event in London. This two for one event saw both eCommerce experts and vendors seamlessly sit alongside those from the Technology for Marketing world.

After a two day event of insightful talks on everything from strategies to boost sales, to Web 3 and what role AI will have in online retail, we are primed and ready to fill you in on everything you need to know and explore what the future holds for the world of online retail.

1. Customer-Centricity Rules Supreme

While this isn’t news to us, as the way customers shop online develops so does the way in which we put customers in the centre of our strategies. In a digital age marked by endless options, personalisation is the compass that guides customers toward your brand. With more competition than ever before, hyper-personalisation of the customer’s online shopping experience is no longer a luxury but a necessity.

As the experts throughout the day provided unique insights into personalisation strategies, we picked up on three key aspects of this trend:

• Data-Driven Personalisation: Businesses must harness the power of data analytics to gain insights into customer behaviour and preferences. Understanding the ‘why’ behind customer actions can lead to more meaningful interactions and, ultimately, conversions.
• AI-Powered Customer Service: Chatbots and AI-driven customer service solutions are transforming the way businesses engage with their audience. These technologies offer real-time assistance and address customer queries promptly, enhancing the overall shopping experience – and in turn attaining those allustive returning buyers.
• Omnichannel Excellence: Seamless integration across various sales channels is vital. Consumers expect a consistent experience whether they’re shopping online, on mobile devices, or in physical stores. Achieving this harmony can be a game-changer for businesses.

2. Sustainability is Not a Buzzword – It’s a Priority

The second core insight that gleaned from the event was the growing importance of sustainability in ecommerce. Today’s consumers are not just looking for quality products at competitive prices; they’re also seeking eco-friendly and socially responsible brands. In fact 77% of consumers buy from brands that share the same values as they do. Sustainability is not only good for the planet but also for your brand’s reputation and customer loyalty.

The three key things we learned about sustainability:

• Green Packaging Initiatives: Reducing waste through sustainable packaging is not only environmentally friendly but also cost-effective. Brands that prioritise eco-conscious packaging can stand out and win the favour of their fellow eco-conscious consumers.
• Transparency and Ethical Sourcing: Consumers want to know the story behind their products. Brands that emphasise transparent supply chains and ethical sourcing practices are more likely to build trust with their audience.
• Circular Economy Practices: Embracing a circular economy model, where products are designed to be reused or recycled, can reduce the environmental impact of ecommerce businesses and contribute to a more sustainable future – and win the hearts of consumers.

3. The Evolution of Mobile Commerce

Mobile commerce (m-commerce) has been on the rise for some time, but the eCommerce Expo highlighted the rapid evolution of this trend. Social media, in-app shopping and virality has fundamentally changed how consumers shop online, making it imperative for businesses to adapt.

So, what were the key insights we learned about the future of m-commerce?

• Progressive Web Apps (PWAs): PWAs offer a hybrid between a website and a mobile app, providing a seamless shopping experience. They load faster, work offline, and can be added to a user’s home screen, enhancing convenience for mobile shoppers.
• Mobile-First Design: Designing websites and apps with mobile users in mind is crucial. A responsive and intuitive mobile interface can significantly boost conversion rates.
• Voice Commerce and AI: Voice assistants like Siri and Alexa are becoming shopping companions. Businesses should explore voice commerce integration to make shopping even more effortless for customers.

If there’s one takeaway from the eCommerce and Technology for Marketing Expo above all, it’s this: eCommerce is booming and the future of online shopping is bright. With more technology on the market than ever before to level up your eCommerce website and customer journey seamlessly, now is the time to incorporate the key insights into your site.

As Arkenauts, we are committed to applying these learnings to our strategies, ensuring that our clients stay at the forefront of the dynamic ecommerce landscape. With a customer-first mindset, sustainability in our hearts, and mobile commerce at our fingertips, we’re poised to navigate the ever-changing tides of the ecommerce world.

The recent shift from Discovery campaigns to the innovative Demand Gen campaign type brings a new era for paid media marketers. Google has officially confirmed this transition, signalling a pivotal move towards an AI-driven ecosystem within Google Ads, capturing mid-funnel demand from users.

From October, Demand Gen campaigns will be available to all advertisers in Google Ads and your Discovery campaigns will be eligible for upgrades. Once upgraded, all of your historical data and learnings from your Discovery campaigns will be seamlessly carried over to your new Demand Gen campaigns, so are you prepared for the inevitable switch?

Embracing the dawn of Demand Gen campaigns

The inception of Google’s Demand Gen campaign type was witnessed in June 2023, marking a significant moment alongside the introduction of Video View campaigns. These cutting-edge campaigns are meticulously crafted to harness the potential of artificial intelligence, all while catering to users situated within the mid-funnel of their buyer journey.

These campaigns bring forth a more “social” advertising approach, amplifying captivating video and image assets across Google’s visual platforms, now including YouTube and YouTube Shorts, as well as the previously available Discover and Gmail. Advertisers are now empowered to embrace a diverse range of ad formats, seamlessly integrating video and image assets within a single campaign:

• Engaging short-form videos
• Interactive carousels
• Portraits
• Square images

Furthermore, advertisers have the advantage of incorporating first-party data into their campaigns and broadening their reach through Lookalike audiences to tap into new customer segments. Given that the primary aim of Demand Gen campaigns is to foster conversions, enhance site traffic, and prompt valuable actions, a range of Smart Bidding strategies are at advertisers’ disposal. This includes the option to bid for conversions, conversion value, and maximise clicks, providing a comprehensive toolkit to optimise campaign performance.

When to use Google Demand Gen campaigns

Elevate Conversions: Use Demand Gen campaigns to drive sales, sign-ups, and website visits effectively at scale through supported marketing objectives.

Expand Customer Reach: Reach untapped audiences by showcasing visually enticing brand content on Google’s feeds, sparking interest when potential customers are open to discovering new brands.

Revitalise Connections: Reconnect with your loyal customers through Demand Gen efforts, leveraging Google’s feeds to prompt action from those familiar with your brand, whether they’ve made purchases, engaged with your YouTube channel, or visited your website.

When will the transition happen?

Beta Access: Advertisers can immediately sign up for the beta program, gaining early access to the transformative capabilities of Demand Gen campaigns.

Immediate Action: Advertisers approved for the beta can initiate the creation of Demand Gen campaigns right away. This phase ensures a seamless transition for active Discovery campaigns within the approved account, which will be automatically upgraded to Demand Gen campaigns.

Phase 2 – October 2023: Demand Gen campaigns will become available to all advertisers, marking a significant milestone. Existing Discovery campaigns will also become eligible for upgrades during this phase.

Phase 3 – By March 2024: The rollout will conclude, with all remaining Discovery campaigns automatically upgraded to the more dynamic Demand Gen campaigns.

What does this mean for advertisers?

As the digital landscape transforms, it’s crucial for advertisers to adapt their strategies accordingly. Some key considerations are as follows:

Reporting: Demand Gen campaigns won’t feature placement-level reporting. However, advertisers will have access to standard reporting, including asset-level insights.

Transition Challenges: Metrics might show fluctuations during the migration, especially if transitioning to YouTube placements, known for their distinct engagement levels.

Creative Optimisation: With Demand Gen campaigns embracing a visual approach, advertisers should optimise creatives for a seamless user experience, aligning with the campaign’s enhanced visual nature.

What’s next?

The transition from Discovery to Demand Gen campaigns is more than a mere shift – it’s a transformation that heralds a new era in digital advertising. The powerful capabilities of Demand Gen campaigns, backed by AI and innovative ad formats, are set to reshape the way brands engage with their audience.

As we eagerly anticipate the rollout of Demand Gen campaigns, take proactive steps to align your advertising strategy with the future. Begin crafting a visual content strategy that resonates with mid-funnel users, leveraging the potential of Demand Gen’s immersive ad formats.

At Arke, we’re always one step ahead of the digital curve. If you have any questions about how we can help take your strategies to the next level in preparation for the next generation of ads, get in touch with an Arkenaut today.

In advertising, there is always a new tool taking the industry by storm. One platform that has been making waves and capturing the attention of advertisers is Sky AdSmart.

AdSmart from Sky is addressable TV, allowing advertisers to target specific audiences at a household level. There are 9.3 million AdSmart enabled households. This means a huge 33% of all UK homes are available for addressable targeting via AdSmart, all in one place.

But what about the cost? Isn’t TV advertising only for the likes of coca-cola, the big supermarkets and luxury car manufacturers? Well, we’re here to debunk this, and show the unparalleled abilities Sky AdSmart has to offer.

Making every penny count

Did you know more people spend time watching broadcaster TV than any other platform?

Sky AdSmart allows you to advertise locally or nationally with a budget as little as 3k. It’s a cost-effective solution that doesn’t compromise on impact. It’s also a great platform for those late to the TV game, as AdSmart has over 3,600 advertisers in total, with 57% being new to TV.

Addressable campaigns on the platform can be accessible for lower budgets, but we know that when producing video there is more than the running costs of the campaign itself. But before you panic, production isn’t actually as expensive as you think.

Perhaps you already have short promo clips you can cut together in house, or an agency like us could do this for you (we’re pretty good at it by the way!). If neither of these options are suitable for you, we can work with Sky recommended production houses that can compete with your budget – and it’s a worthwhile investment.

With Sky AdSmart, you’re not just throwing your message out there and hoping for the best. You’re strategically placing your ads in front of the right eyes, making your ad spend much more efficient.

Hyper-Targeting at its Finest

Sky AdSmart takes personalisation to the next level. Through a combination of Sky’s own data and third-party providers you can select which type of households will see your TV campaign. So you know it’s relevant and you’re not paying for households that won’t buy your product or service. It allows advertisers to reach specific households based on a wide range of criteria such as demographics, location, interests, and even viewing habits.

You’ll also have access to a variety of other targeting tools including:

• Experian household data
• Business owners and decision makers
• Technology adoption
• FMCG purchases
• Category purchases
• Demographics/household composition
• Financial
• Search Behaviour
• Home
• Vehicle Ownership
• Moving Home

This means your ads are seen by the people most likely to be interested in your products or services, increasing the chances of conversion while minimising wasted impressions on irrelevant viewers. It also means that you and your neighbour could be watching the exact same programme, but served with different ads depending on what you are being targeted for! Cool right?

Viewers are also almost twice as likely to keep watching with channel switching dropping by 48% vs. non-targeted ads. Compelling ads are also more likely to be talked about. Campaigns including AdSmart alongside linear spot activity are +14% more likely to generate word of mouth.  This means your ads are always in the forefront of your audience’s minds and even more so in their friends and family too! So you’re not just targeting individuals, but earning that extra brand awareness through their nearest and dearest as well.

Watch as the Real-Time Insights Roll In

Sky AdSmart provides valuable data on the performance of your ads in real-time. You can track metrics like views, engagement, and even the impact on website traffic or sales. This data empowers advertisers to make informed decisions, optimise campaigns, and continually improve their strategies.

Sky Adsmart only tracks an impression if 75% of the ad is viewed in real-time. That means a minimum of 23 seconds of an AdSmart advert must be viewed at normal speed to be counted as ‘viewed’. Meaning each insight is a valuable one. It also means you get the most for your budget as you are not charged until you hit the 75% mark.

Your performance is measured in detail, through brand to web to sales. Using the world’s largest viewing panel, Sky can provide comprehensive campaign reporting. Through measuring brand cut through to sales on your website, all the way to offline and online sales or enquiry data provided by client or third parties (loyalty card data).

Engaging Audiences with Enhanced Creativity

Sky AdSmart’s targeted approach enables advertisers to create highly relevant and engaging content for their specific audiences. This level of personalisation allows for more creative storytelling, making your ads stand out and resonate with viewers.

With 59% of marketers saying that they will be increasing their budgets for advanced TV, including data-driven linear TV and addressable TV, it’s a channel you definitely want to take advantage of.

At Arke, we can help you create an ad that lingers in your audience’s minds. Not only that, but we have the Clearcast process covered, meaning you can sit back and relax whilst we do the heavy lifting.

Sky AdSmart is a prime example of the convergence of TV and digital advertising. As the media landscape continues to shift, embracing innovative solutions like AdSmart ensures that your brand remains relevant and adaptable in the face of changing consumer behaviours.

Its hyper-targeting capabilities, cost-effectiveness, real-time insights, and creative opportunities make it an essential tool for advertisers looking to maximise the impact of their campaigns. By utilising Sky AdSmart, you’re not only reaching the right audience but also future-proofing your advertising efforts in the dynamic world of television and digital convergence.

Here at Arke, we can elevate your advertising using our expertise in digital TV. Take your advertising to new heights and get in touch with an Arkenaut today.

YouTube has emerged as a powerhouse platform, providing brands with unparalleled opportunities to connect with their target audience. From non-skippable ads to immense targeting abilities, Youtube is an underrated asset for advertisers.

In fact, an analysis of 56 case studies across eight countries shows that YouTube advertising generated a higher ROI than TV in nearly 80% of cases.

However, there is a common misconception that Youtube advertising is way too expensive and may not be efficient for businesses with smaller budgets.

So, fasten your seatbelts as we separate fact from fiction and shed light on the reality of YouTube advertising!

“Youtube Advertising is too expensive for my brand.”

Contrary to popular belief, YouTube advertising is accessible to businesses of all sizes. The platform offers various ad formats and budget options, allowing you to tailor your campaign to suit your specific needs and financial resources.

YouTube ad costs are determined by the number of views they receive, typically ranging between $0.10 and $0.30 per view. In comparison to Snap’s average cost per thousand impressions being  £2.32, much lower than Facebook (£4.03) and Instagram (£3.20).

However, these costs may vary based on factors like your industry and target keywords.

The beauty of YouTube advertising lies in its flexibility — the real estate and targeting options available are super beneficial for brands. As Google owns Youtube, you are exposed to a mega audience. As well as targeting people who are actively searching relative terms for your brand, you can also target website visitors through Google Analytics, allowing you to reach those who have already shown an interest in your brand or niche.

You can even go as far as reaching people hearing wedding bells, with the possibility to target audiences through major life events like weddings, buying a house or having a baby using their Google search data and history.

“Youtube Advertising only reaches a young demographic.”

YouTube boasts a vast and diverse user base, extending beyond just younger viewers. YouTube offers a broad audience that spans across different age groups, interests, and demographics.

20.7% of Youtube’s advertising audience is actually aged 25-34 years old, in contrast to only 15% being aged 18-24. With over 1.7 billion unique monthly visitors, the fastest-growing demographic on YouTube consists of Baby Boomers (50 to 65-year-olds) and Generation X (36 to 49-year-olds), with Generation X watching more than 1.5 billion YouTube videos per day!

Surprising – we know, as there is a common misconception that YouTube is primarily for millennials. However, statistics reveal that older audiences are increasingly spending more time on YouTube, debunking this myth, meaning you can reach more audiences on one platform.

Boasting a staggering 14 billion monthly visits, YouTube solidifies its position as one of the internet’s powerhouses, following closely behind its parent company, Google. Impressively, ‘YouTube’ secures the spot as the third most searched term on the Google search engine, further underlining its immense popularity and influence in the online landscape.

“But, video advertising doesn’t convert, does it?”

With over half of B2C and B2B marketers running YouTube video ads, it’s definitely a platform you need to get on board with.

Video content has a powerful impact on viewers as it combines visuals, audio, and storytelling. YouTube allows advertisers to create compelling videos that showcase their brand, products, or services in an engaging and memorable way.

Running video ads enables brands to generate awareness, increase engagement, and drive conversions. Google even states that 70% of viewers have made a purchase after seeing a brand on Youtube and viewers who see TrueView ads (Youtube’s ad platform) are 10 times more likely to engage with the brand on YouTube.

YouTube provides detailed analytics and insights about ad performance, viewer engagement, and demographics. This data enables advertisers to measure the effectiveness of their campaigns and make informed decisions for better targeting and optimise ROAS.

For example, you can find audiences actively searching for keywords in relation to your brand. Say your business sells student textbooks, you can employ search-based video ad targeting to focus on individuals actively researching textbooks dependent on the subject on YouTube or Google. This targeting option allows you to reach users who are watching videos from channels that produce content closely related to your industry.

By integrating this approach into your YouTube ad campaigns, you can deliver ads that are helpful and relevant to the interests of YouTube viewers, whilst offering a personalised ad experience tailored to each user’s preferences.

“But don’t you need expensive videography for YouTube ads??”

The simple answer to this is; no! You don’t need a highly produced, slick video to advertise on YouTube – unless you have the budget and want to create one. The main thing is that it grabs attention, says who you are and what you’re advertising on the tin and is engaging to the audience – the same principles for any other advertising channel!

If you’re stuck on how to make your advertising stand out from the crowd on Youtube we’re here to help.

Creative strategies that defy conventions and challenge assumptions are the hallmark of successful brands on YouTube. The platform’s affinity for inventive content often translates into significant rewards for those who embrace creativity in their YouTube Ads – and we can create content that does just that.

Don’t believe us? Take a look at our work with BlippAR, in which we used Youtube advertising as part of our strategy that resulted in 1.2 million impressions and a 53% decrease in CPC.

Embracing YouTube advertising can open up a world of opportunities, helping your brand reach new heights in the digital landscape. So, don’t let myths hold you back—leverage the power of YouTube and unlock the full potential of your advertising efforts.

Here at Arke, we’re paid media experts, and know just how to get your brand heard and make the most out of your budgets. Get in touch today and we will take your video advertising to the next level.

Incorporating inclusivity into your advertising strategy requires ongoing effort and a willingness to learn and evolve. Brands that prioritise inclusivity not only enhance their marketing results but also contribute positively to social progress and foster a stronger connection with their audience.

In fact, 87% of UK consumers agree that diversity should be a priority in advertising and marketing. Remember, inclusivity is not just a trend; it’s an essential aspect of responsible and impactful advertising in today’s diverse and interconnected world.

Now, that’s not to say the advertising industry has achieved the goal of total inclusivity – far from it. However, we are seeing brands and businesses take further strides in assuring audiences feel represented and included in advertising practices, and there’s good reason for doing so.

Are you interested in the impact of inclusivity in advertising and how can you make your advertising strategy more inclusive?

These are the top things you need to know to make your advertising more inclusive.

1. 67% of people believe that companies should promote a more diverse and inclusive society through advertising.

As the modern world starts to take shape, consumers are more eager to see brands that reflect the diverse world around them, meaning that whoever the audience you’re targeting are, they will likely stand up and take notice of your brand for the right reasons if you embody inclusivity. Although some advertisers have recognised the importance of gender and racial inclusion, there remains significant progress to be made. The representation of people with disabilities and individuals from the LGBTQI+ community in advertisements is strikingly scarce, despite comprising approximately a quarter of our society.

However, whilst businesses need to make an effort, it’s important for brands that before they go live with diversity in their campaigns, that they also ensure they represent an inclusive workplace too.

Making your brand more inclusive starts with an internal shift. To really embed inclusivity into your organisation, we’d recommend Allsorts Youth Project for inclusivity training in the workplace. We worked alongside Allsorts Youth Project and attended their training session, Understanding LGBT+ People and Making Your Organisation More Inclusive, to gain a greater understanding of the experiences of LGBT+ people, became more confident in supporting, and being an ally to, LGBT+ people and discussed how to create more inclusive environments for LGBT+ people.

Allsorts Youth Project is a fantastic service we would hiiiiighly recommend to any businesses that want to ensure safe spaces for everyone at work. Sorry, fangirl moment over.

2. When the representation of different gender, race, and sexual orientation in ads is more accurate, purchase intent increases by 44%.

If you want consumers to buy from your brand, they need to feel seen in your advertising. If you are not actively being diverse in your campaigns, and are seen to be ‘jumping on the action’ during important events like Pride and Black History Month, consumers will notice. Facebook even found that in 90% of ads they ran, diverse representation was the winning strategy for ad recall lift when diversity was consistent.

It’s important to represent ALL your customers in your advertising all year round. Consider including more diverse talent in your ads, creating ‘safe spaces’ and advertising on a range of platforms. Google even offers business owners an option to list their companies as ‘safe-spaces’. Companies can market themselves as ‘LGBTQI+-friendly’ and as a ‘Transgender Safe Space’ on their Google listing to let customers know they’re always welcome. These attributes appear on a business’ Google listing on Maps and Search.

System 1 and ITV’s Feeling Seen Report details how diverse advertising essentially lets people ‘feel seen’, with 5 key details on things brands need to understand if they want to make commercially effective work that celebrates and includes diverse groups. The results? Diverse advertising unites us.

3. People are 38% more likely to trust brands that show diversity in their ads.

The key to consumer retention is achieving customer loyalty, and trust plays a big part. If people can see your authenticity in your means to be diverse and inclusive in your advertising, then the link between trust in your brand and products will follow.

But it’s important to include diversity in all aspects of your marketing – including all the way down to your web pages and SEO. Considering that 64% of consumers are more likely to consider or purchase a product after observing diversity or inclusion in advertising, your landing pages and comms across the market should reflect this too.

For example, in the last 5 years, search interest in “gender fluidity” increased by 80%. Are you using neutral terms across your website, or are you labelling products to specific genders, which could cause other groups to feel dismissed?

In fact, 85% reported that LGBTQI+ representation shows that a business is committed to offering products for all types of customers – so why take the risk of making that pool smaller?

Basically, THE PEOPLE HAVE SPOKEN! Audiences, in general, regardless of how they identify, are searching and interacting with brands that cater to diverse audiences.

Now don’t get us wrong, advertising still has a way to go with full diversity, but it’s important for us all to make a conscious effort to get us there eventually. Diversity isn’t a token you should just stick in your adverts, it should be just the way it is.

If you want to start your journey to becoming more inclusive in your workplace, you can check out ASA’s advertising guidelines here, or get in touch with Allsorts Youth Project, and find out how their inclusivity training can get you on the right path.

With an ever-evolving social media ecosystem, the key to successful brand advertising lies in finding platforms that offer unique opportunities to connect with users on a more personal level.

Among these platforms, one stands out for its distinctive approach to communication and its ability to captivate the attention of millions of users worldwide – Snapchat.

Snapchat, initially known for its disappearing photo and video messages, has rapidly transformed into a dynamic multimedia platform, evolving far beyond its humble beginnings. It has redefined how we communicate, share stories, and connect with friends and family.

Yet, thought to be a platform for a very young audience, its true potential as a powerful advertising tool is often overlooked – so we’re here to tell you why it’s worth it.

A captive and diverse audience

With over 500 million monthly active users worldwide, Snapchat boasts an expansive and diverse audience. Its users span across various demographics, including the highly coveted millennial and Gen Z population. In fact, Snapchat users range from 13 to 35 years old and beyond, reaching an impressive 75% of millennials and Gen Z.

So why is this a great audience to reach? Ad recall for Gen Z on Snapchat is higher than any other generational cohort, even though these users spend less time watching each ad. Over half (55%) of Gen Z can recall an ad they watched for less than 2 seconds, helping your brand stay in the forefront of a huge chunk of minds.

AR also can take your brand to new heights. Snapchat users are also 1.5x more likely than non-Snapchatters to gravitate towards immersive video and mobile games, including AR experiences, meaning a custom filter or AR game for your brand could be a perfect fit for the platform and its users.

Snapchat offers a remarkable opportunity for brands to tap into the vibrant energy of these younger generations who are known for their purchasing power and propensity for digital engagement.

Unparalleled targeting abilities

Snapchat’s advanced targeting capabilities allow brands to reach their ideal customers with pinpoint accuracy. Leveraging a wealth of user data, including location, interests, behaviour, and demographics, brands can tailor their campaigns to reach specific segments of the Snapchat user base.

In the UK, Snapchat has 22.2million active users. You can refine these through custom audiences, retargeting audiences and even use your own data to target users such as your Snapchat customer lists or even lookalike audiences based on your existing customers.

And with Snap having its very own ‘Maps’ feature, location targeting has never been more creative. More than 300 million Snapchat users engage monthly with the Snap Map, which highlights nearby stories and business listings, known as ‘spotlighting’. Last year, Snap saw a 55% increase in time spent watching Spotlight content.

Just think, got a large scale promotion coming up? Encourage your audience to upload a snap story when they are at your event and populate your snap map location with a load of free advertising!

With the ability to re-engage with users who have already viewed your website, interacted with your ads, downloaded the app or purchased in the past, Snap is a platform that shouldn’t be dismissed in reaching specific audiences.

Is it cost effective?

Snapchat advertising can be cost-effective for businesses with different budget sizes. The platform offers flexible budgeting options, allowing you to set daily or lifetime campaign budgets.

Snapchat utilises an auction system known as goal-based bidding to determine charges based on 1,000 impressions (eCPM). With this approach, you have the ability to establish a maximum price for each instance when a viewer engages in the specific action your advertisement is optimised for.

As you’re in control of the cost, you can tweak your budget to optimise ROI. Snapchat may be ideal for you if you’re on a tight budget, and we’re pretty good with numbers. Here at Arke, our average CPM for Snap is £1.41, with Snap’s average cost per thousand impressions being £2.32!. Not to show off but we also champion the cash with other channels too, including an average CPM for Facebook of £1.18, £1.57 for Instagram and £1.70 for TikTok!

You can actually launch ads on the platform for as little as £3.94 a day. When you set up your ad, you can see estimates of reach and results based on how much you want to spend. Then adjust as you see fit. Your ads will be shown to people who are most likely to respond to them.

So, how can I utilise my Ad Creative?

Snapchat has the potential to reach over 557m people through paid advertising, so it’s important to optimise your ad creative to stop the audience in their tracks. Recently, we spoke about the rise of VR, and how advertisers may be able to utilise this in their advertising. But what about the widely available augmented reality side of advertising that already exists?

Snapchat Lenses present an impactful and unforgettable method to engage with a vast audience through augmented reality (AR). A simple tap can transport Snapchatters into your brand. Lenses deliver more than just an impression; they provide “play time,” as users spend time interacting with your dynamic ad. Snapchat users are 1.5x more likely to interact with mobile games, including AR experiences.

In fact, 63% of Snapchat’s daily active users are using Augmented Reality (AR) filters. Whether you’re a makeup brand letting customers preview a new makeup look or a gaming brand bringing a snapshot of your app to snapchat, sponsored lenses are a great feature to encourage mass engagement from your audience.

But don’t forget about your other ad formats. Snap also offers single image and video ad formats, perfectly optimised for mobile view. Keeping your ads between 5-6 seconds drive the best performance, according to platform data. Snap also recommends that ads that feature UGC (user-generated content), with Snapchat-inspired features, while speaking to the camera, can be significantly stronger at driving view-through.

In conclusion, Snapchat is not a platform to be dismissed when it comes to your advertising. In an ever-evolving digital landscape, Snapchat has emerged as a powerful platform that enables brands to break through the clutter and connect with their target audience in new and exciting ways.

At Arke, we can really harness the power of Snapchat for your brand. If you are ready to explore the possibilities of snap, get in touch with an Arkenaut today.

In the ever-evolving world of advertising, staying ahead of the curve is crucial. With Amazon exploring launching a free ad-supported tier of Amazon Prime, advertisers have a unique opportunity to reach a massive audience. From E-commerce to Kindle to now a potential ad supported stream service, Amazon hosts a wealthy product portfolio of advertising real estate.

By harnessing the power of Amazon’s Demand-Side Platform (DSP), advertisers can elevate their campaigns, optimise targeting, and maximise their return on investment (ROI) – you can even launch a campaign in as little as 5 minutes.

So, let’s explore how advertisers can utilise Amazon DSP to leverage a possible ad-supported tier of Amazon Prime and unlock its full potential.

Leveraging the world of ad-supported streaming

Following suit of other market leaders like Disney+ and Netflix who recently released ad-supported tiers, Amazon is arguably one of the biggest and most accessible  in the game to jump on the hype with over 83% of consumers willing to watch ads to gain access to free streaming content.

Compared to Netflix’s Basic tier charging companies $65 (roughly £55) CPM for every 1,000 people served ads, Amazon Streaming TV Ads could be a much more cost effective alternative to high CPM’s.

With an introduction of a free ad-supported tier of Amazon Prime, advertisers could gain access to a wider audience base that can be segmented based on their interests, preferences, and shopping habits. 90% of UK consumers have access to a connected TV device and by aligning your advertising strategies with this new offering, you can tap into Amazon Prime’s extensive user base and effectively promote your brand, products, or services.

Amazon states they currently have over 200 million Amazon Prime subscribers around the world. That’s a whopping set of potential eyes on your campaigns, so how do you narrow it down to your target audience? Contextual targeting helps to drive ad completion with 54% of consumers willing to view an ad to completion if it’s relevant to the content that they are watching.

Amazon DSP offers robust targeting capabilities, allowing advertisers to refine their audience segments and display ads to the most relevant users. Leveraging first-party Amazon data, advertisers can target consumers based on their purchase history, browsing behavior, demographics, and interests. In 2022, our benchmark cost-per-click (CPC) of ads sold via the Amazon demand-side platform (DSP) stood at £1.08, making it a great platform to add to your budget.

Taking your advertising further with a cross channel approach

Cross channel marketing is a holy grail in increasing both brand awareness and sales. In 2022,  81% of UK consumers voted Amazon the most popular online channel for their shopping needs.

One of the significant advantages of Amazon DSP ads is the ability to follow highly engaged leads wherever they may go. By employing sophisticated targeting capabilities, you can track and target users across different channels, ensuring that your brand message reaches them consistently. Whether they’re browsing their favorite social media platforms, reading articles on news websites, or engaging with mobile apps, your ads will accompany them, reinforcing your brand and product offerings at every touchpoint.

With the DSP platform, you gain access to Amazon’s extensive user data, including crucial information that could lead to the recommendation of new products, if you have accounts on any of the following Amazon platforms.

1. Watched streamers on Twitch

2. Listened to Amazon Music

3. Shopped at an Amazon Fresh

4. Shopped on Amazon.com

5. Streamed on Amazon Prime

6. Watched content on an Amazon Firestick

7. Owned an Amazon Alexa/Echo

8. Read books on Kindle

Is it cost effective?

The self-serve option on Amazon DSP proves to be a cost-effective choice for many advertisers. Unlike managed services, there are no additional management fees involved. Businesses can determine a budget that aligns with their financial resources, granting them greater flexibility and cost control. This makes it an attractive option for advertisers looking to optimise their ad spend – and in even better news, advertising with Arke means you don’t need a minimum spend to put your campaigns on the platform.

In conclusion, the Amazon DSP self-serve option opens up a world of possibilities for advertisers seeking complete control over their campaigns. With the ability to manage keywords, ads, budgets, and strategies, businesses can navigate the advertising landscape with confidence and precision.

And with the possibility of adding streaming to the mix, we definitely think it’s one to watch!

If you want to experiment with Amazon DSP, get in touch today.

Clearing insights from last year

As summer rolls in, so does a wave of anticipation for students and higher education institutions alike. It’s that time of the year when the academic world gears up to hit enrollment targets, battle the competition and maximise the impact of your Clearing budgets.

So, what’s the pathway to success?

With an ever-evolving higher education landscape, staying ahead of the curve is crucial. As experts in education marketing, we have collected last year’s learning and this year’s key predictions that will empower your institution’s summer recruitment strategy this summer.

But first, what key things did we learn last year?

1. Start your campaigns yesterday

Although in 2022 31% of students started researching for their clearing placement in August, 14% actually started in July. It’s important that your campaigns are loud and proud well before students start researching on results day, as it’s pretty likely they’ve already been scoping potential options beforehand.

A multi-channel approach is best to drive conversions at this stage, ensuring all student touchpoints are covered in your campaigns. Taking advantage of a full-funnel channel mix will ensure you maximise brand awareness to get a head-start over your competition across the entire student journey, bringing more students to your institution and smashing your enrolment targets.

Personalisation across your marketing tactics can increase conversion by 19%, so adapt your messaging to match the tone of voice of each channel, address your audience according to their stage in their application process, and test which messages resonate better than others to spark ongoing success.

2. Optimise your social media strategies

Do you know what platforms your prospects are engaging with? While you may have a tried-and-tested approach to targeting students, it’s key that you adapt your strategy to meet your audiences where they’re spending most of their time – and don’t forget about their key influencers (their parents and guardians) either!

After the UCAS main website, most students had seen an advertisement for their placement university on social media. In fact, 43% of students had used social media to find their clearing uni, and less than 5% of UCAS respondents seeing advertisements out of home.

Ensuring you have consistently optimised your social campaigns through the clearing process will help keep your institution at the front of student minds – and we’re not just talking brand awareness. Using precision targeting and remarketing tactics will ensure you are bringing in high-intent students that are more likely to apply.

3. Trust in clearing is at an all time high

UCAS found that more students than ever before are trusting the clearing process.

The proportion of applicants who released themselves into Clearing and already had agreed a place continues to decline, with 56% of students having already agreed a place through clearing last year.

With this increasing student trust in the process, this means positioning your institution as the go to option is incredibly important. Reinforce this process with your ads, showing the smooth, easy process of applying to your institution via clearing and showcasing what sets you apart from the competition.

Ensuring that all campaigns are set-up according to platform best practice is crucial to ensure that you hit your KPIs and keep costs low. We even offer a free consultation to audit your current set-up and make sure that you’re on the right path to drive success.

Our predictions for 2023 

Ready for a new era of clearing? Our expert team of advertisers have you covered, with their predictions for the 2023 clearing period.

Cost of living affecting student choice

91% of students are worried about the cost-of-living crisis, and more students than ever are choosing to study near their family home to save money on rent.

Creating hyper-localised campaigns will ensure that students can access campus without having to live on campus – and dealing with costs that living away from home can present. Here at Arke, we can hone in on your local audience with effective hyper-targeting solutions through a range of paid media channels and strategies.

For example, using Spotify advertising we were able to reach 9,895 unique users and generate a whopping 89.73% ad completion rate for Keele University using Spotify’s targeting abilities. Audio advertising is a great way of reaching student and parent audiences through engaging advertising creative. Read more about the benefits and how we can help here.

Utilise your budget with niche terms as popularity increases

With technical and specialised courses becoming more popular, universities can make the most of their budget by bidding on super niche search terms.

Niche courses are what makes your institution unique, and you should harness this in your ad copy and creative. Instead of spending your budget on broad searches, build out specific keyword lists in order to reach a pool of prospective students with a proven interest in your offering.

Although these courses lean towards a smaller targeting pool, engagement is likely to be higher if you can correctly layer interest-based targeting on top of keywords, resulting in a stronger ROAS.

Take a look at our work with Keele University to promote their niche Artificial Intelligence and Data Science MSc course in which we generated a groundbreaking 9,845% ROAS and £393,800 in revenue.

Tracking will be your most utilised asset

By mapping out each step a student may go through in the Clearing process, you’ll be able to make sure that each stage is effectively tracked. This will also enable you to discover gaps in data or common drop-off areas..

This vital information can help you to improve landing pages for UX, or even to create retargeting campaigns to re-engage students to nurture them through to conversion.

Once you’ve got a robust tracking infrastructure in place, it’s time to put your data to use and produce reporting dashboards that are easy to visualise and allow you to make quick decisions.

Pulling in data streams from all advertising platforms, Google Analytics, and your in-house systems, allows you to measure student journeys from first touchpoint right through to application and enrolment, meaning you can prove your marketing success and effectively attribute your results to the activity that generated them.

If you’re ready to conquer Clearing this summer, we’re here to help. The recruitment cycle never stops and the competition for students’ attention is tougher than ever, and we know just how to help your institution stand out from the crowd.

Book a call with our team of experts to provide you with a bespoke action plan, book yours now.

Concern about inflation is at an all-time high, and with a recent report from Horizon Media’s Catalyst, the number of consumers pointing to corporate greed as the cause has risen by 8% from 2022.

In 2022, 44% of consumers said corporate greed was responsible for the crisis, now rising to 52% in 2023. With ‘Deinfluencers’ on the rise, could this mean your brand’s consumer trust and interest could be at risk?

After all, the key to consumer retention is achieving customer loyalty, and trust plays a big part.

Don’t panic, there’s still plenty of opportunity to skyrocket trust, and we’re going to tell you how.

Let’s jump in!

1.  Be honest and transparent

Here at Arke, we pride ourselves on being a transparent marketing agency. We’re always honest with our customers in everything we do. The perfect match if we do say so ourselves.

It’s important your marketing isn’t misleading and you stay true to brand values. Consumers will recognise when your strategy is not genuine, so stay true to core beliefs and express that in your marketing channels. If you don’t, you risk customers choosing your competitors – and no one wants that.

You don’t want to be advocating sustainability and then avoid using environmentally friendly suppliers! Each part of your business model should reflect the values you’re pushing forward.

Be upfront about pricing and remove those hidden costs.

2. Offer great customer service

Customers will always return somewhere they feel listened to and cared for, and with that comes the building of trust and loyalty – a quality all great businesses have.

Providing an efficient, personable experience for your customers will reinstate your ability to go above and beyond for your audience. When consumers recognise that, repeat purchases are much more likely.

Like Uncle Ben, (not the rice to clarify) we also believe that with great customer service comes great recommendations (close enough right?). Customers are more likely to refer a brand to someone else when they’ve had a positive experience themselves – I know I’d want to be the Spider-man of the business world.

And that leads on to our last point…

3. Share your reviews

The more positive exposure and recognition your service has, the more likely people will tend to come to you for your trade – who doesn’t love a five-star service?

Research from Wyzowl suggests that 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself, and 95% of people say that reviews – whether positive or negative – influence their purchasing decisions.

Share your reviews and take pride in what your customers think about you. Being a part of sites like TrustPilot can be really beneficial in gaining that extra bit of trust that could juuuust push a sale over the line.

Thinking of building a campaign to re-invite your customers to your brand? Our team of advertising experts are here to help. Get in touch with hello@arkeagency.com to build a campaign with trust at its heart.

The past three weeks we’ve been on a mission to find out if AI can be a dependent tool in the marketing world and whether or not it’s really worth utilising.

To do this, we set out with a series of challenges for our in-house creative team and online AI robots. We briefed them on creating logos, writing engaging taglines and illustration. We then showcased the designs to our followers on Linkedin, letting them decide what they thought to be the human approach.

So, is AI worth using in your content strategy? We hope you are ready as the results are in…

Logo Design

Our first challenge for our followers was to recognise which of four logos was created by our Head of Creative at Arke, hidden in a mix of designs generated by AI.

We can now confirm that 55% of our audience voted for the logo made by our Head of Creative with the love reaction, so a close split in opinions.

With sites like Canva and Design.ai offering image generated content through artificial intelligence, the rise of AI content is at an all time high. Now whilst it does speed up the design, it can sometimes take the concept a bit too literally, producing content that may lack creativity.

However, sometimes that could be a great thing for marketers. For example, Google has recently released Product Studio, a system that allows shop owners to easily create unique and tailored product imagery for free.

With products on Google earning a 76% increase in impressions and a 32% increase in clicks when having more than one image, this tool could really help those with small budgets hoping to boost their product image catalogue.

And whilst that is still a pretty cool feature, we know AI can’t always provide the creativity, critical thinking, and problem-solving skills that designers bring to their work. Take for example how we generated a 1009% ROAS for Shay and Blue through pairing custom messaging frameworks with tailored creatives and paid media activity, generating record-breaking revenue during Black Friday.

Copywriting

Next up was our Copy and Content Executive Jacob, alongside AI for the most engaging tagline for Arke.

AI seems to be a well established thinker here, convincing 50% of our audience that it was our in-house Copywriter.

Scheduling platforms have recently launched generative AI to their users. HubSpot’s AI content assistant utilises OpenAI’s GPT model to help anyone on your team ideate, create, and share content in a flash.

Again it’s about being that extra support in the marketing process. Tools like this can help the everyday marketer create content plans, reactive posts and generate ideas for blogs – which lets admit, can be very helpful when you’re on tight deadlines.

However, Sitecare did a similar experiment to us and found that AI underperformed humans in all areas of copywriting. Human-generated content had a lower bounce rate than AI, with Google ranking it higher as readers stayed on the page longer. This is because humans understand the behavioural, unspoken nuances that a machine would have to be told…and if you’re spending so much time briefing this into ChatGPT, its going to be taking you far more time than its worth.

AI can find information on the internet and construct a blog on all it finds, but it tends to lack the creativity and research that goes into making writing that extra bit special – so if you’re writing about a very in depth topic, we recommend sticking to pen and paper for now.

But don’t get us wrong, AI is a very handful tool for all ideation and content planning needs.

Illustration

Lastly, Matt took to the sketchbook to create an illustration which we paired against three AI generated images.

Tasked with finding the illustration representing ‘people using the internet’ that was created by our talented Head of Creative, 71% of our followers got it right and chose the support reaction image.

Now AI may not have you fooled this time, but it is doing some pretty cool things in the Adobe world. With users creating about 200 million AI-generated images using Adobe’s in-house text-to-image model Firefly since it launched in March, the platform is now planning to launch to 12,000 enterprise customers.

With AI now having the ability to action repetitive and mundane tasks, designers can now focus more on creative and strategic aspects of their work. Tasks such as generating design variations, resizing images, or formatting layouts can be accelerated and streamlined using AI algorithms. This efficiency enables designers to work faster and allocate more time to the creative process.

In conclusion, AI is a pretty handy support tool, and offers a realm of opportunities for content creators and designers alike. With the aspect of saving time, helping with ideation and new platforms like Firefly introducing a range of generative tools with endless possibilities, it’s definitely a feature worth utilising. But if you’re looking for something powered with behavioural science, research and audience analysis, it’s a human team of experts you should look to.

Blog written by ChapGPT (only joking).

We’re back with another ‘Debunked’ and this time we’re chatting all things audio. The digital landscape is increasingly competitive and being seen by your audience online is becoming increasingly difficult. So, what other options are out there to reach your target audience effectively, for less?

We know what you’re thinking, ‘“How can audio be targeted and isn’t it ridiculously expensive? Isn’t that for big brand awareness campaigns, not for driving conversions?’ What if we were to tell you that when done right, audio advertising is actually incredibly effective, for both cost and results…

With exciting opportunities for mass scalable reach, is it time to trade the camera for the microphone? As advertisers explore this growing trend, it’s crucial to separate fact from fiction and debunk some common myths surrounding audio ads.

So, let us take the mic from here…

“Audio Ads are way too expensive”

The truth is that audio advertising can be an incredibly cost-effective part of your channel mix, especially when combined with other forms of media.

Whilst the traditional days of radio advertising may involve higher costs, and long set-up times, the new world of digital streaming platforms and podcasts has opened up new, more affordable and efficient avenues for audio ads.

Platforms like Spotify, Pandora, and podcast networks offer flexible pricing models, allowing advertisers to choose options that align with their budgets. Digital radio means you can target hyper-localised audience segments at the click of a button.

But the real trick with making the most of your cash here is the wide range of targeting options, meaning that instead of reaching a mass audience, you can streamline your budget to only your ideal customer or client. For example, brands can target a wide range audience segments based upon demographic, interest, behavioural, or contextual signals, personalising your message to increase impact.

Closely aligning a listeners ad experience with the content they are consuming is essential; for example, if you were a swimsuit brand, you could find the perfect placement in the middle of a user’s “Holiday Vibes“ playlist – pretty cool right?

Here at Arke, we offer advertising across a range of audio channels, including Spotify, DAX, Traditional Radio, YouTube Audio Ads, Programmatic Podcast Advertising, and an aggregated approach (multi-platform) through partners such as ACast. Not to mention access to Audible and Alexa ads through Amazon DSP.

Working with us opens up our clients to new opportunities across a breadth of cost effective and impactful opportunities. For example, we can secure free-of-charge voiceovers for Spotify Advertising, free-of-charge AI voice overs with ACast, and of course, the ability to sit back and relax whilst our experts use their expertise to develop best-in-class strategies and negotiate discounted rates and packages.

“Do consumers actually convert from audio ads?”

Audio ads are a great fit to reach your customers when they are away from their screens, and as 70% of listeners don’t do anything else whilst listening, they’re a worthwhile audience to target.

The hyper-targeted aspect of audio advertising brings great rewards for a small investment. Reaching super engaged customers seamlessly through their content, 59% of listeners make purchasing decisions based on audio ads. The testament of audio advertising goes even further with 66% of people recalling audio ads, with a 35% increase in brand awareness.

Each of your ads can be personalised to target each of your audience segments with the same product, whether that be a single mum, darling granny or sister on the go. Epsilon’s research found that 80% of consumers purchase from brands that offer personalised ad experiences, and you can’t get quite more personal than an ad directly attributed to your favourite podcast, playlist or audio book at the time of listening.

According to Spotify, the top 10% of brand lift campaigns have nearly three quarters of their impressions tied to audio. They add that audio-only campaigns drive a 10.1% lift for in-store visits, compared to 5.3% for multi-format campaigns – that’s nearly double! Whilst audio is of course another form of OOH advertising and therefore great if your goal is top of the funnel brand awareness tactics, that’s definitely not all it’s capable of. From driving website traffic to in store visits – whatever your goal, audio offers a solution.

With targeting abilities that outperform the rest, campaigns with a majority audio focus can drive higher sales and ROAS.

“The reach is better on other channels”

To put it simply, more people are spending time with audio than ever before.

Audio ads possess extensive reach and powerful targeting capabilities. With the rise of streaming platforms and podcasts, the audio landscape has become a fertile ground for advertisers to connect with their desired audience.

A study by Spotify and Neuro-Insight found that digital audio was more likely to take the reins of long-term memory, as well as increase emotional intensity –  more than TV, social media or digital video. You also have the ability to reach listeners at every stage of the funnel, so don’t worry if someone cant take action whilst listening to your ad whilst driving, you can re-target them later on a different device at home.

Audio ads can offer a more personal feel than on-screen text ads, and digital audio is much more targeted than traditional radio, not to mention engaging a younger audience. Take our work with Keele University for example. As part of an integrated marketing communications strategy, we delivered a one-month long Spotify Audio campaign, providing 90,522 impressions alongside an above industry-average ad-completion-rate.

And if you’re waiting for it to get better, it does. Streaming services provide valuable data and insights, allowing advertisers to precisely target listeners based on demographics, interests, and even location. By leveraging this data, advertisers can optimise their campaigns, refine their targeting strategies, and maximise their ROAS. At Arke, we optimise campaigns every 48hrs, providing recommendations on budget allocation to get the best out of your cash.

“Audio is a fad, not for long term investment”

Well, we’ve just jumped out of our time machine to say ‘you’re wrong’.

Streaming services and podcasts are experiencing an unprecedented surge in popularity, with no signs of slowing down. As more consumers opt for on-demand audio content, advertisers have a tremendous opportunity to reach engaged and captive audiences.

Audio advertising abilities are forever evolving, with more data available every minute.  This data enables advertisers to serve ads that resonate with specific individuals, creating a personalised and immersive experience. By delivering ads that match the listeners’ preferences, advertisers can increase engagement, drive conversions, and build stronger brand connections.

Brands like Spotify are increasingly investing in interactive audio ads, and with the rise of AI in the midst, who knows what this could mean for audio. You can now even record audio ads with AI voice technology, meaning you may not even need to hire a voice actor anymore. It even goes as far as having the ability to translate your ads into different languages, meaning global reach is easier than ever before.

With versatile and budget-friendly options, highly targeted advertising capabilities, cost-effective production processes, trackable results and even AI on the bound-wagon, audio advertising presents a cost-effective solution that can deliver meaningful reach and ROAS for advertisers.

So, don’t let the misconception of high costs hold you back; explore the world of audio advertising and unlock its potential by getting in touch with Arke today.

Welcome to the first in our new series: ‘Debunked’, where we help advertisers navigate today’s fiercely competitive digital landscape and address the myths surrounding paid advertising platforms.

In this edition, we’ll be focusing on a platform that’s new features are taking the industry by storm. Amazon’s programmatic DSP (Demand-side Platform) opens up real-time bidding to purchase ad inventory to reach new and existing audiences on and off Amazon.

However, is the platform only relevant to retail businesses?

Are the ads and features accessible to advertisers in other industries?

At Arke, we’re currently utilising Amazon DSP for multiple clients and have all the expertise in house to address your questions and even give some handy tips on making the most of the platform.

But before we jump in, what really is Amazon DSP?

Amazon DSP allows advertisers to target specific audiences based on various factors such as demographics, interests, purchase behaviour, and contextual relevance. Advertisers on the platform can deliver highly targeted and personalised ad experiences to reach the right customers at the right time, across a huge range of premium and exclusive placements.

But why use it if you’re not a big ecommerce brand? We’re going to tell you.

Brand Awareness and Consideration:

Amazon DSP has targeting capabilities that are out of this world.

While e-commerce businesses can leverage transactional data to drive conversions, non-e-commerce brands can utilise Amazon DSP to enhance brand awareness, consideration, and influence consumer behaviour – earlier on in their shopping journey.

By reaching their target audience on Amazon’s platform and partner websites, these brands can engage potential customers, generating interest and nurturing brand interest – which we’re confident can lead to those big conversions.

One non-commerce example of this is if you’re looking to reach students to build interest and awareness of your university. You can target students searching for university supplies or particular textbooks, even down to the subject of the textbook, to personalising ads targeting them with the courses you offer that they may be interested in. Pretty neat, huh?

Amazon DSP is also one of the only advertising platforms in the UK that can target users by household income, utilising Amazon’s proprietary customer and purchase history data.

Could targeting be even more optimised you ask? Amazon says yes with the ability for your ads to be translated to the chosen language of the customer wherever they are. The Sponsored Display translation feature helps advertisers easily create and manage multi-language content on Amazon, providing shoppers with a more seamless experience allowing them to engage with the ads – language barriers are defeated.

Product Launches and Promotions:

Need to launch a new product or promote a special offer? Regardless of whether your brand operates within the e-commerce space or not, Amazon DSP is the platform for you.

Brands using the platform have the potential to unlock Amazon’s vast reach and contextual targeting options. Amplifying new launches is really no problem with the ability to reach customers who are actively searching for related products or exploring relevant categories.

But we already know there is great targeting on Amazon DSP, so why else is it great? Well, your Amazon Ads can reach shoppers at every stage of their journey. Your ads can appear on Amazon’s product detail pages, search results, and other placements within the platform, allowing potential customers to learn about your product whilst making purchase decisions.

Not only that but DSP allows you to retarget customers who have previously interacted with your brand or shown interest in your product. By displaying ads to these potential customers, you can reinforce your product’s message, increase brand recall, and potentially drive conversions.

And if you’re ready to take the optimisation to the next level, Amazon DSP allows you to easily optimise your campaigns to meet your campaign goals. So, need to hit conversion targets in launch? DSP programmatic optimisation can dynamically update your budgets based on campaign goals, adjusts ads so that they’re served through the best sites using the best formats and automatically analyses every impression against campaign goals. Amazon applies up to 500,000 predictors based on its customers’ shopping patterns.

Cross-Channel Marketing:

Integration is a must in an optimised marketing strategy, and Amazon DSP offers just that. With multiple advertising channels available for integration, cross-channel marketing campaigns thrive.

Non-e-commerce brands can leverage Amazon’s audience insights and targeting capabilities to complement their existing marketing efforts across these channels. By syncing their messaging and creative strategies across different platforms, businesses can create a cohesive brand experience and maximise the reach and impact of their campaigns.

By using the DSP platform, you have access to Amazon’s wealth of user data. For example, if you have accounts on any of the following Amazon definitely has some crucial data on you that could send new products your way:

1. Watched streamers on Twitch
2. Listened to Amazon Music
3. Shopped at an Amazon Fresh
4. Shopped on Amazon.com
5. Streamed on Amazon Prime
6. Watched content on an Amazon Firestick
7. Owned an Amazon Alexa/Echo
8. Read books on Kindle

And if Amazon can collect data from you on these touchpoints, it can also target ads to you via them too. You have the capabilities to access endless placement options from podcasts, streaming, shopping and many more – all achievable from one platform.

How Amazon DSP differs to Google Ads

Don’t they do the same thing?

We’ve already established that Amazon DSP has some great benefits, and is definitely a platform that you can unlock your brand’s potential on. But why use it if Google has no minimum spend?

Well what if we tell you, if you work with us, you wouldn’t need any minimum spend and could showcase your business across amazon platforms…

We’ve put together the main comparisons of the platforms so you can see which options fit your strategy best. Amazon offers over 40 premium ad exchanges placements for your Ads, compared to Googles three. So it may be time to consider utilising them as a core part of your strategy.

Don’t take our word for it, take a look down below.

And if you’re still not convinced, check out what our Head of Paid Media Ben Haliday has to say:

“We are thrilled to be able to remove barriers to entry and unleash the potential of programmatic advertising for brands and organisations of all sizes using Amazon DSP.

We have already achieved exceptional results for our clients through the platform, leveraging new strategy avenues and placements, alongside advanced data-driven targeting, and Amazon-exclusive inventory.

As we witness Amazon DSP’s continuous integration of cutting-edge features, we’re excited to expand upon our toolkit to deliver best-in-class media strategies that get our clients noticed, open up new opportunities, and maximise performance and ROI.”

So, have we debunked you?

By leveraging Amazon DSP’s powerful targeting capabilities and integrating it into a comprehensive marketing strategy, businesses from various sectors can harness the platform’s potential and achieve their marketing objectives, regardless of their e-commerce presence.

And if you haven’t got the time, we can harness this power for you. Get in touch with an Arkenaut today to unleash Amazon DSP’s capabilities today.

The return of Brighton Festival!

This May, Brighton Festival is back!

We couldn’t be more excited to be the event’s official paid media partner helping to spread the word of the exciting programme of events with this year’s theme of ‘Gather Round’, a time to come together as a community and celebrate the arts.

Taking place annually, Brighton Festival is a curated multi-arts festival with a genre-spanning programme of 100+ events. Brighton Festival takes place from the 6th to the 28th of May and is hosted across Brighton and surrounding areas. There’s no hiding how much we love our city and working with Brighton Festival was a natural partnership – based on our love for all things creative and celebrating Brighton! There’s no better excuse to come and enjoy the sunny sights and incredible talent of our city.

This year, the talented and highly respected Nabihah Iqbal has been selected as Brighton Festival’s Guest Director. Nabihah is a critically acclaimed musician, producer, DJ and broadcaster, currently a resident artist at London’s Somerset House Studios, where she worked on her second album, which has just been released via Ninja Tune. She has curated a programme not to be missed!

In true Brighton nature, Brighton  Festival features a diverse variety of talented acts. Featuring events such as Different Folks, Celestial Voices {Swargiya Awaz} and a one of a kind evening from Brighton’s queer club nights UOKHUN?, Polyglamorous and Gal Pals.

Brighton Dome will also play host to the incredible Van Gogh Alive exhibit from 12th May to 6th August. Already welcoming millions of visitors in 80 cities around the world, this immersive experience is a must-see at Brighton Festival. The multi-sensory experience will include a sunflower selfie room, a 360-degree mirrored space full of flowers.

“As such fans of the Festival ourselves, we couldn’t be more excited to promote this year’s programme of events.  Creativity, diversity and community are at the heart of our culture and therefore, working with Brighton Festival meant that all of our values aligned – we’re the perfect partners. We’re so excited to bring more people to our city to see the amazing talent we have to offer! The team at Arke can’t wait – make sure you book your tickets as they’re sure to be a sell-out!” – Steph Noble, Managing Director and Founder, Arke Agency.

“This year’s theme, ‘Gather Round’ celebrates the spirit of community and collaboration that lies at the heart of Brighton Festival. It is important to us to work with local partners, so we’re delighted to be collaborating with Arke to get our message out there, and bring as many eyes to the diverse talent of the festival.” – Brighton Festival.

Paid media partners

We are incredibly excited to be working alongside Brighton Festival on their Paid Media Strategy for 2023. We will be raising awareness of the exciting and eclectic mix of events on offer this year, creating a local and far-reaching buzz before and during Brighton Festival, whilst – most importantly – delivering a strong return and mobilising attendees to try something new.

We will deliver a research-led cross-channel approach to reach and convert granular segments across ages, interests, and affinities, focusing on a personalised approach designed to maximise sales. Keep an eye out – we’ll see you out in May!

You simply don’t want to miss out. Book your tickets here.

Marketing chatter in Q4 of last year proposed the idea that SVOD (Subscription Video On Demand) would take a big hit in 2023, with the number of Gen Z’s with TV and film subscriptions falling from 33% in 2021 to 25% in 2022.

We wanted to know if these predictions rang true, and in short, if you should still consider advertising on TV.

So, let’s switch on and discover why it’s much easier than you think to advertise on telly.

Who’s watching?

With the cost of living crisis, we have seen a recent decrease in SVOD subscriptions, especially in the Gen Z audience, who are becoming more considerate of their spending. However, don’t let that fool you from the power of TV, as we have found Gen Z is still very much in touch with the small screens.

There’s no denying that Gen Z are TikTok super-fans, but after online video, SVOD has the next biggest share in 16-34. 85.6% of 16-24’s have access to a SVOD service – with Netflix being a big shareholder in the category.

But UK broadcasters are tuning in viewers too.

At the end of Q1, Channel 4 had its biggest share of 16-34 viewing since 2010, and like a match made in heaven, Married at First Sight Australia was the biggest show across all broadcaster and subscription on-demand services for total viewing on TV sets for the last week in March. In fact, Thinbox’s Nickable TV Charts showed that 16-34’s watch 51 minutes of SVOD per day, the second most watched platform after Live TV.

Does TV still work?

“Gooooood Morning, and welcome to Arke Radio! Did you know that TV and Radio are the most trusted advertising channels in the UK?”

If you want trust from your customers, TV can give you just that. TV advertising is the most trusted form of ads by all adults (37%) and 16-34’s (38%). The fun doesn’t stop there, TV can even boost your other ad channels by 54% – giving you a home run for your advertising campaigns.

Trust us when we say your competitors are probably thinking about TV too. B2B TV advertising spend has actually doubled since 2018. On average, a UK viewer will see 41 TV ads on any one given day, alluding to TV’s effectiveness. Despite popular belief, TV can be very affordable, having the ability to deliver a cost per lead of as little as £1.50.

Can we help?

2023 looks to be a very promising year for ad-supported TV, giving advertisers the chance to create effective, memorable advertising showcased directly in viewers’ homes.

Think you’re ready to create something amazing? Get in touch with our talented paid media team who can take you through the best VOD advertising opportunities for your brand.

Time to talk everything TikTok! What’s the news? Any game-changing updates? Can I still use it? We’ve got you covered.

If you’re not using or considering using TikTok as part of your social media strategy, where you at?  Branding, ad campaigns, influencer marketing – TikTok covers a massive range of marketing possibilities. But, as one of the biggest social platforms in recent years, it’s constantly changing and adding new features.

So, let’s keep your marketing strategies fresh and trendy and dive into everything you need to know about TikTok right now.

TikTok For You 

Are you confused by yellow chickens everywhere on your feed? Want to see less dancing trends and more business tips and tricks? Well, this is the update for you!

TikTok has announced a new feature that lets users reset their For You page. This means TikTok’s algorithm will perceive users as “new”, and all content on their For You page will be based on new interactions with the platform.

What does this mean for marketers? Well, as the users’ data is basically wiped and refreshed, your ad relevancy may dip as audiences begin seeing new content recommendations.

Not to worry! In the long run, this means your ads will start appearing on new user pages, audiences who likely fit the targeted demographic of your ads.

Keywords are key on TikTok 

Another new, grand-slam feature for TikTok is Keyword Insights. The new tool lets you see current keywords being used across successful campaigns.

Similar to how marketers utilise Google for trending keywords and phrases that would boost SEO, TikTok has joined the party, making it easier to see what’s working across the platform.

With Keyword Insights, you can pen trendy taglines, overlays and ad copy, keeping your campaigns in the conversation.

Alongside TikTok’s other new Creative Centre features – including Top Products and Top Ads –  you’ll have all the insights you need to deliver fire ads and campaigns that resonate with your target audience.

TikTok bans – Should you be worried? 

If you’re like us, you’ve probably been glued to the news sites these last few weeks as TikTok took to the courtrooms.

Due to security concerns, the latest chapter in the story saw TikTok being banned on all London City Hall devices. The update follows an ongoing banning of the platform, including federal bans in Europe and the US and a complete ban in India.

The news has led marketers and brands to ever-so-slightly lose their minds as TikTok has become an integral part of social media strategies across the digital space.

We’re here to very calmly tell you… DON’T WORRY, IT’S ALL OK!

Ed East, global chief exec and co-founder of Billion Dollar Boy, put it best when speaking to The Drum:

“Currently, we are continuing to advise clients to invest in TikTok. I am still bullish about its future, it’s where we recommend our brand partners to increasingly reach new audiences through highly engaging content. And this conviction is supported by hard evidence.”

This evidence reports that 75% of marketers plan to increase their activity on TikTok. There have been no official statements claiming TikTok will disappear for good.

TikTok is here to stay, and there are no signs of audiences shying away from the social platform. If anything, it just keeps getting bigger and bigger.

So you can wipe that sweaty brow dry for now.

What do we recommend? 

However, we always recommend having strategies in place in case TikTok goes topsy-turvy – any social platform, for that matter. Looking at you, Meta.

Here are a few recommendations from our expert team to keep in mind:

Keep your social media strategy diverse. 

Don’t put all your marketing efforts in one basket. Brands should never rely solely on one social media platform; you need a presence across multiple channels.

Instagram offers Reels, YouTube offers Shorts, Twitter has real-time marketing – there are several avenues you can utilise for you to reach your audience..

To make sure your social media marketing is effective, you need a detailed content strategy, knowing when and what content is being published. Perhaps you could repurpose content from another social channel and utilise it somewhere else?

Arke’s are always here to help you plan and deliver content in the best way possible.

Remember Emails? 

It’s not all about social media, either. Email marketing is still an essential part of raising brand awareness and engagement. Make sure your emailing lists are up-to-date and are consistently building up.

Reach customers directly with newsletters, blogs or branded discounts and keep that reputation strong by making your audience feel valued.

If you’re looking to spice up your social strategies, or looking to skyrocket your email marketing into the stratosphere – get in touch with our expert team today.

Technology has overhauled the way we live our lives, from our cars, kitchen equipment or pretty much anything with a screen. The tech industry is a forever dynamic environment, continuously evolving as the world spins around. Sometimes, it can feel difficult to keep up with the latest trends and innovations available in the market to help to grow your business and make it stand out in an ever-increasingly competitive marketplace. But don’t worry, we’ve been hunting in the digital space and have wrapped up all the need-to-know news for you down below.

So, let’s dive in.

TikTok

Is waking up to the power of apps in its latest feature

If UK user Matt Navarra is right, TikTok could be rolling out a feature to directly drive app downloads so that users will be able to download business’ apps directly from the source. The new rumoured functionality will allow businesses to link apps from their profiles, with compatibility across the Apple Appstore and Google Play store.

Already an avid feature to business owners in Asia, Spain and Canada, expanding this functionality to the UK could allow tech businesses with UK audiences to use TikTok as a key platform to grow. It will also mean that profiles can utilise multiple links on their page instead of linking through to external services like Link Tree, streamlining the audience journey.

Looks like our home screens are going to become very crowded very soon…

Amazon Pay

Is giving customers total ease when it comes to shopping

We recently attended the Smart Retail Tech Show where Nicki Rogers, Head of UK Amazon Pay Sales Team, explained what’s new with Amazon Pay and the benefits for businesses.

Amazon Pay is the latest widget that will allow customers to use their amazon payment and delivery information across multiple external websites. 24% of basket holders leave their shopping when asked to create an account, so what better than to allow them to auto-fill their info straight away? Accessible to businesses as a widget you add onto your e-commerce website, users will have the same login and protection as their normal amazon account. Conversion rates have already been seen to improve by 35%.

Abandoning baskets no more!

Microsoft

Has launched its new ‘Accessibility Assistant’, making accessibility for business, well, more…accessible

Announced at the Microsoft Ability Summit, Microsoft is launching a new version of their Accessibility Assistant that will let you know when you are making content less accessible in real-time. This is in contrast to their previous tool, which would only check for legibility issues after you ask it too. Similar to checking grammar, the person-shaped tool will flag the location of the error, as well as the issues present, such as low contrast between text and backgrounds. Making content accessible for everyone will also aid businesses in boosting their chances of ranking high in search.

With accessibility and SEO both being very important aspects of your marketing mix, it’s a tool you simply don’t want to miss out on.

Meta

Is working on a decentralised social media app

Reported by MoneyControl, the new app with codename P92 is still currently in the works. The app is rumoured to use the branding of Instagram, allowing users to log in with their Instagram details. However, the accompanying concern is that P92 will use the data of all Instagram users regardless if they sign up to the new platform or not. This new decentralised app follows the recent development of the Notes feature on Instagram, allowing users to up to 60 characters of text and emojis to share text content across the app.

If we do see P92 roll out to public view, it raises the subject of if people will want to share their details with another Meta app. With the public already worried about the issues with privacy and Meta, this provides opportunities for other apps to take advantage of users not wanting to share chunky details, and invite them in with a more appealing privacy offer.

As Meta asks for more data, and more consumers ask for more privacy, could this roll-out cause users to choose alternative applications?

Learnings from the Smart Retail Tech Show

Is TikTok Live the new Amazon?

This month, some of our Arkenauts attended The Smart Retail Tech Show, in which they were able to digest some really great discussions. One that particularly grabbed our attention was ‘The Rise of Community Commerce’ by TikTok’s Senior Director, eCommerce Operations, Patrick Nommensen.

TikTok Live is a feature that allows users to live stream themselves anywhere, at any time. It is a great tool for driving brand awareness, but it also is effective at driving sales, too. 50% of TikTok users have bought something after watching TikTok Live.

Recently, TikTok has introduced the TikTok shopping function to their live stream service. It provides a great opportunity for businesses to reach and sell to the app’s core audience, Gen Z. With 60% of users labelled Gen Z, and 80% aged 16-34, businesses can really take advantage of the functionality, even going as far as using influencers to sell their products directly to their audience.

You can only use it to sell products right now, but there is a big opportunity for services and or ticket sales from the app. It’s time to grab the tripod and start selling!

That’s just a small round-up of marketing trends that  those in the technology world need to know right now. To never miss out on upcoming news and innovations, follow us on Linkedin, or browse our website here.

Did someone say winner, winner?

That’s right! After a successful night at Tuesday’s UK Paid Media Awards 2023 we are over the moon to announce we won ‘Paid Social Media Campaign of the Year’ with our fantastic client Shay and Blue!

Having previously won the European Paid Media Awards, this win adds value to the brilliant results our paid media campaigns can achieve for your business.

The award-winning campaign ‘The Scent of Success’ fed into Shay and Blue’s wider brand strategy, conveying their unique value proposition, ‘Perfume is Personality’, to their rebellious audience. We honed in on data and built up their mailing list to successfully target customers in this campaign, while collecting first-party data for subsequent campaigns.

With a 1009% ROAS, the campaign resulted in a record-breaking period of online trading for Shay & Blue, revenue attributed to Paid Media increased by 244.59%, generating their biggest month in online revenue in a single week – a huge impact for a small, niche brand.

We couldn’t be more proud to win this award with such a fantastic campaign and client! Congratulations to all the other finalists and winners, it was such an amazing night thanks to Don’t Panic Events.

Arke Agency Founder and Managing Director, Steph Noble said: “We loved working so closely with the Shay and Blue team to create such an impactful campaign, delivering target smashing results through a full in-house collaboration. It goes to show the powerful impact social media can have on your brand, and the importance of agility in delivery.

“This award serves as an attribute to the amazing work the team continuously achieves for our clients, something that is evident as we stand strong as a multi-award winning agency. Well done Arkenauts!”

See more of our work with Shay and Blue.

Repurposing content is a common practice when you’re putting the strat in your social media attack. But, there are essential pros and cons to doing so…

Want to make sure you’re repurposing content the right way?

Want to make sure you’re repurposing content the right way?

(See what we did there?)

Let’s dive in!

What does repurposing content mean?

Repurposing content means taking existing content your talented team have already made and then adapting it to use on another social media platform.

Made some awesome assets for Instagram but don’t want them to go to waste? Wrap them up and put them on Snapchat. Okay, it’s not as simple as just that, but that’s the general idea.

It’s a fundamental foundation in content marketing, even employed by the big-dog social channels themselves. In fact, we got all giddy about this blog idea in the first place because of that!

TikTok – heard of it? – is reportedly announcing a fancy new feature allowing users to download their TikTok content without a watermark.

Beforehand, marketers would have to use finicky third-party apps to remove watermarks or deal with them being there when repurposing content onto other social channels.

With this new feature, you can still use all of TikTok’s native editing software and download the video without affecting its quality. Winner, winner.

Repurposing positives

There are a ton of practical and pragmatic positives to repurposing content. Such as…

• Reusing content that’s already been made is a massive time-saver, allowing you and the team to work on other projects or creative assets.

• Repurposing content lets you get more mileage out of your work. By adapting content to other platforms, you don’t just save time; you save money! Having cost-efficient content is always a pro.

• Looking to improve search engine optimisation? By using the same content across multiple platforms, you create more backlinks. Ultimately, this leads more audiences to your website and brand, increasing traffic and search engine ranking.

How to repurpose properly

Before you boogie on down to the latest TikTok trend and start reposting elsewhere, let’s make sure you know about the hurdles and concerns regarding repurposing content.

Duplication creates bad representation 

As we mentioned above, it’s not as simple as ctrl, alt, v. If you pop content on other social platforms without any changes, you risk content duplication.

Your audience might become disinterested in what you’re posting if they see your brand doing the same thing on every platform, and it doesn’t exactly give them a reason to follow your other channels. Duplicating content can potentially damage your brand’s reputation – which we’d all like to avoid!

It’s vital you consider the potential changes content may need. Does copy need to be rewritten? If it’s a video, does it need editing so it fits the length of time on the platform?

Essentially, is the repurposed content going to engage your audience on a different platform; are they the same audience at all?

Not quite the right size 

What works well on one platform might not on another. Social media channels have different formats and requirements. Something that looks snazzy on Snapchat might look sh*t on Facebook. Your content needs to feel nice and natural.

This isn’t just from a technical point of view, either. Does the content’s tone (music, colours, typography etc.) resonate with audiences on another platform?

From a creative perspective, it’s a really good idea to step back and review if your content looks native to the platform you’re placing it on. If you don’t, it can result in a lack of engagement with audiences.

We can help you out!

Repurposing content is a challenging balancing act. On one side of the coin, you save money and time. On the other, you risk brand boredom if done incorrectly.

It’s finding that sweet spot of where and how you repurpose your content that makes it a powerful tool in your marketing pouch. And we’re here to help!

Our creative and paid media experts bring your stories and brand to social platforms with seamless continuity. Through a thorough social strategy, we’ll make sure all the content out there – new or reused – creates genuine engagement and delivers results.

So, if you want to know more about getting the most out of content, or need a social strategy in place so you’re ticking all the boxes – get in touch with our team today.

AI is everywhere, but does that mean you should be using it?

Artificial intelligence software, like ChatGPT and muse.ai, are making the rounds across news and social media sites. And though it’s pretty funny to ask a computer to write a heartfelt, detailed critique of Shrek 2 (trust me, I tried), it has sparked conversations.

Is AI affecting customer relationships and brand authenticity? Will we still have jobs in the near future? Can AI help one person with everything? (Spoiler. Nope!)

So, is AI friend or foe? Let’s start from the top.

What is AI? 

AI (artificial intelligence) is technology developed to perform tasks that, in most cases, needs human thought and interaction. Visual perception, recognising language and communication, and decision-making, for example.

We haven’t reached Blade Runner or movie-like levels of AI…yet… however, in recent years, it has increased significantly in popularity. Why though?

As computer power and processing improve, AI improves alongside it. Unlike us, data can be stored and never forgotten on computers. With more data to play with, AI can piece together more human-like patterns and start performing all the tasks mentioned above.

It’s basically a robot elephant that never forgets. 

Why is this relevant to marketing and advertising? 

In digital marketing, what’s essential to make sure you understand audience behaviour and patterns? Data. And who better to ask for help than a machine that’s literally got all the data?

Take Google, for example, which harnesses AI machine learning by modelling data from your ads and campaigns – which you can then make sense of with Google Analytics 4 to forecast trends and provide actionable insights.

AI can observe patterns of behaviour – time of day, location etc. – then predict and recommend when and where you should place your ads.

This is just the tip of the AI-ceberg. If you link all your Google properties together – like Google Ads and Campaign Manager – it can combine these data points to train machine-learning-driven bid strategies. This fuels your data-driven attribution models for a better understanding of your media mix.

These data-driven machines will ultimately improve customer experiences as they will report on what’s working and recommend relevant desires – increasing ROI for your campaigns, decrease Ad Spend, and time needed to gather data.

However, and this is a big however, AI is still not at the level of understanding data as well as agencies who live and breathe it. Much like creative, ads need a human touch and level of management to be utilised properly. Think of AI as a tool businesses can use to streamline certain aspects, but should not be left alone to monitor data by itself. 

For the people? 

Data analysis is one thing, but as we continue to type away and chat online, AI is taking notes/

Recently, instead of teaching AI how to talk the talk, we’ve told it to walk the walk, asking it to learn language for itself. By throwing an almost infinite amount of written words, sentences and articles at it, AI has evolved to predict what to say and says it pretty coherently. Researchers refer to this as a language model.

Because of this, chatbots like ChatGPT can be super useful in conducting basic keyword research on specific topics and surfing the internet to recommend great starting points in blog writing or ideas for a presentation.

But don’t rely on AI to write all the copy for you. Its monotone and repeated descriptions of certain topics can make blog posts dull and sound automated, not to mention its similar responses to topics can cause a negative impact on SEO. Also, my critique of Shrek 2 has much more detail.

Can A–I help you? 

Have you ever been on a website and a little box in the corner pops up saying, “Hi, my name is Jenny! Can I help you with anything?”. Aw, that’s nice, sounds like somewhere, Jenny is taking time out of her busy schedule to ask how I’m doing.

Sorry, Jenny doesn’t exist.

This is an AI chatbot, a software used to help answer a customer’s question on a site. Marketers will implement several keywords for the chatbot to identify (also known as a playbook) as simple as “Yes” or “No” and direct them to the solution.

For example:

AI – “How can I help?”

User – “I want to return my shoes.” 

Result – The AI detects the keywords and can explain or direct users to the item return page or recommend exchanges for different shoes.

As language models become richer in detail, chatbots can detect more keywords and customer queries and respond to niche questions. As a result, this gives marketers more time to focus on other important tasks, as chatbots can run continuously 24/7.

Chatbots are great if you’re handling multiple websites or social media accounts and need time to keep track of other factors.

We’d always recommend that you employ someone who’s available to chat with customers, though. Even if AI can answer questions, it will lack that spark from your brand’s Tone of Voice, the one you’ve spent years building up, and potentially cost you losing consumers so close to the end of the customer journey. 

AI gets bigger and better 

If you have a phobia of android overlords taking over, you might want to cover your ears. Artificial intelligence is expected to generate roughly £30 billion in revenue by 2025, and brands aren’t backing down in taking advantage of its potential.

Netflix is no exception. As one of the biggest VOD platforms worldwide, you can imagine it’s a daunting task for marketers to cater to the needs of each individual user. UX is a major factor for customers, hence why Netflix use AI to make it all the easier. And here’s how…

Everything from personalised show and film recommendations to optimised streaming quality based on internet speed is all monitored and managed by Netflix’s machine learning. And the outcomes speak for themselves – over 80% of the shows people watch on Netflix are through its AI recommendations.

So far, sounds like AI is A-OK, right? Well, let’s not get too carried away! AI is great, but it isn’t perfect; there’s a lot you need to be aware of before implementing it into strategies and tactics.

AI has a time and place, and knowing when and where to use it is our (and should be your) mindset.

Creative and AI?

One of the biggest concerns is from the perspective of creativity. Is AI taking creative work away from creatives? The answer is no. Not where creative matters anyway.

In fact, creatives are utilising AI to its full potential. In an interview with The Drum, Invisible North’s Geoff Renaud states:

“By using AI to automate outputs and shrink hours needed for tedious tasks, deliverables will get done faster, more efficiently and minimize costs for agencies and their clients. While human editing and oversight for most of these tasks will be required in the near-term, data is the prime currency for these tools and machine learning will rapidly compound results as usage increases and these new tools improve at an incredible pace.” 

There lies the calming clarification – AI isn’t here to replace, rather reduce the tediousness of less creative tasks.

If you ask ChatGPT to write copy, it will do so, but you’ll know an AI’s written it. The same goes for visual creative – ask AI to draw a duck; it’s going to draw that duck the same way, again and again, unless you start tampering with the conditions. Eventually, AI creativity runs dry.

For now, AI can’t add flair or a distinct tone of voice, nor can it give more than one opinion; what’s fact is a fact for Chat.

Ethics and AI

On the flip side, AI raises ethical concerns when discussing data and audience targeting. Why is this?

Well, back on the topic of data and AI’s objective outlook on stats, it’s very easy for machine learning to mistake numbers and percentages for identities; people are simply more than quantitive lists on a sheet of paper.

This can lead to subject bias, where AI takes “stats” regarding personal information – gender, age, race, location etc. – and unintentionally delivers your ads to people who share these factors even if they don’t desire the product you advertise.

This is a massive red flag; you want to deliver campaigns based on targeted audiences, not people who fall under a certain “demographic” – that’s borderline discriminatory.

And with only 48% of customers trusting companies to use AI ethically and 65% concerned about the unethical use of AI, you don’t want your brand getting called out for something Mr Robot worked on.

So, what do we recommend? 

AI for creative is another tool to use, not a crutch. 

AI offers a wide range of rich data, keywords and topic starters to get you in the zone. The same goes for design and illustration; it’s a great catalyst to get creativity flowing.

However, it’s not – and should never be – the end product. If you rely too heavily on machine learning, eventually, someones going to catch on. Creative still requires that “human touch” and emotional connection. After all, we know ourselves better than the machine does.

Just like next door’s dog, don’t leave AI on its own. 

AI is far from perfect. Chances are, it will eventually make a mistake and pick up on rubbish data, awful ideas or discriminatory ideologies.

Have someone monitor your AI processes; no “copy and pasting into the sales deck, job done!”. Make sure the data collected resonates with your audience personas and aims to deliver ads for the people who want to see them.

Be Transparent.

There’s no shame in using AI; everyone seems to be. Netflix and Google openly admit that they use machine learning to gather data, streamline processes and hone in on audience preferences.

So why shouldn’t you? Be open about your privacy and data policies. This rule has always been a given, but with AI now in the mix, it’s always good to remind customers of what data is kept and optimised to help ads find their way to them.

Most importantly, yes, you still need an agency! 

AI doesn’t always lead to the best results. We saw Performance Max make its way onto the scene, among other automated ad products like Meta Advantage. But there are still question marks over its effectiveness in boosting conversions.

Sam Dadd, Our Junior Paid Media Executive, had this to say about machine-learning systems:

“Having recently tested Performance Max (P-Max), we have been happy with some aspects of performance achieved, mainly with conversion-driven campaign objectives for e-commerce. However, lack of control and transparency provided by Google on P-Max campaigns limits the ability to learn, make data-informed decisions, and scale performance.”  

P-Max campaigns will optimise towards ‘quick and easy’ conversions, which means a strong focus on brand terms in paid search with little consideration of incremental impact. This may cause higher CPCs or CPAs overall, whilst potentially cannibalising other aspects of your marketing strategy. 

It’s important to remember that you’re giving ad platforms free rein to spend your budgets with very little visibility on where, how, and to whom your brand has appeared.”

In summary, you’ll need an agency of experts in their field to craft personalised media strategies unique to your business goals, plan and execute campaigns that stand out from the noise, and deliver results with agility and maximum ROI in mind through careful optimisation.

We can help!

Remember, to um is to be human, and to take that extra moment and think about what needs doing, whether creative, paid or in marketing, will make all the difference. But for now, we can Domo Arigato Mr Roboto for letting us get on with the motive that matters most – making the customer happy.

Want to implement AI machine learning into your marketing strategies? Eager to produce next-level creative with that “human spice” for an upcoming campaign? Or asking, “wtf is Google Analytics 4, and how do I use it?” – Contact our team of experts, and we’ll help create strategies in paid and creative that feel right on brand. 

For colleges, one of the biggest student recruitment challenges is likely to be your competition. Luckily for you, we’ve put together a report that details how you can engage students and get them interested in your college over your competing institutions.

In this blog, we’ll run through the key findings on student recruitment. But if you want our expert recommendations and actionable insights into how to use this information in your marketing strategy, you’ll find them in the report.

Without further ado, onto the findings

1. Students’ paths after school are varied 

In 2021, only 37.9% of 18-year-olds enrolled on a full-time undergraduate course. That’s 62.2% of 18-year-olds choosing other routes.

With T-Levels available for students up to 19 years old, apprenticeships on offer to anyone over the age of 16, and increasing government backing for these schemes, students are more aware of their options and feel increasingly encouraged to think about work-based or non-traditional routes.

2. Students’ key influencers are changing

Did you know, 51% of Gen Z teenagers use social media as their main source of news.

Whether for reviews, recommendations or researching what it’s like to be an apprentice, social media users trust other users (and students are no different). In fact, 61% of people on social media trust influencer recommendations.

Whether for reviews, recommendations or researching what it’s like to be an apprentice, social media users trust other users (and students are no different). In fact, 61% of people on social media trust influencer recommendations.

3. Parents majorly influence their children’s decisions, but they don’t feel prepared to give advice 

If you’re only focusing on your prospective students’ key social media influencers, you’ll forget about one of the biggest influences on 16-year-olds’ decisions: their family or guardians.

Download the report to find out how we recommend you target your prospective students’ parents and guardians; from the best advertising channels, to your messaging strategy.

4. There’s a digital skills gap, and that means more opportunity for work-based learning

Students sometimes feel caught in a catch-22: employers seeking candidates with both experience and education. T-Levels and apprenticeships can be a great option for students who want to experience both. But do you know how to convey the value of your courses to your prospects?

The government is backing T-Levels more than ever, which means more courses are soon to crop up. Due to this support, the conversation around T-Levels and apprenticeships is more positive than it’s ever been, which presents greater opportunities for colleges offering these courses to engage a wider pool of students.

“Storytelling and what it stands for is at the heart of everything your campaign work towards.”

For every campaign, social post or blog, there’s a story to be told. But how can you make sure that story is an absolute page-turner and keeps people hooked?

Okay, so, once upon a time…

What is storytelling?

In general terms, storytelling is the social and universal way we tell stories. In all aspects of life, we share stories, be they funny, sad, weird or wonderful. It’s one of the best ways to engage and converse with others.

In marketing, storytelling follows those same codes; a desire to share and tell. In fact, storytelling is at the heart of inspirational content that consumers can connect with – also known as inbound marketing. With the perfect story, you can engage audiences on an emotional level, creating a valuable, long-lasting bond with your work and your brand.

No matter the content, the story is the thread that holds it all together throughout.

Why is storytelling so important in marketing?

If your story connects with someone, chances are it will with others. And, like any good story, it will be retold, reshared and reposted across platforms, ultimately increasing awareness for your brand and generating new customers.

Besides being an emotive engager, storytelling can explain complex ideas, emotions or values in a simple manner. In turn, you can sell specialities easier, provided you have that persuasive suave in your tone of voice.

You don’t have to go House of The Dragon deep with your story if it doesn’t need to. What’s important is that you’re showing audiences something they can clearly understand… that can be the tricky part.

But don’t worry! We have a few tip-top tips on hand, so you’re not staring blankly at the page for hours on end (don’t worry, that’s going to happen regardless).

Top tips

1. What’s your story?

Before typing away at your heart’s content, stop for a moment and really think about what the story for this specific piece is. Are you selling a product or service and want to show it off? Are you illustrating to audiences what your brand’s value proposition and goals are?

Depending on your purpose, the tone and delivery of your story will change. So, make sure you spend as much time preparing your story as you do writing it.

It’s also important not to edit away at your story whilst you write it down. Don’t waste time making corrections on something that isn’t finished yet. Throw up all you can onto your page, then tinker with its structure and tone later.

2. Who is this story for?

Like with all areas of marketing, you won’t know what to write at all if you don’t know the target audience. Stories tend to come with solutions for issues, so knowing the audience’s pain points and concerns is half the story. It’s now your job to provide the solution.

It’s crucial you specify who your customer personas could be. Knowing audience traits such as age, gender and location could radically change the way you tell your story, especially in its tone and language.

Remember, even if it’s a piece about your brand – write for your audience, never yourself.

3. How are you telling your story?

When the idea of a story pops into mind, we tend to think of books, specifically, words. But there are many ways to tell a gripping story in marketing.

Of course, eye-catching copy can help, but as the old saying goes, a picture is worth a thousand words. Stories can traverse across many mediums; audio, visual, statics, and even social posts.

Some of the greatest campaigns take on a variety of forms. For example, they may have a high-quality advert accompanied by posters and print designs continuing the narrative across digital outlets.

You could also interpret the different stages of the buyer’s journey as different chapters in a campaign’s story, with the motivation and goal for each part of the funnel shifting depending on if the customer is at the awareness or the conversion stage of the journey.

So, it’s not just the structure of your story; it’s also the structure of how you’ll deliver it. The copy length and tone will change depending on the social media platform, and so will any visual designs.

Another consideration; the only limit to story conception is the imagination, which, in reality, can be a burden on budgets. Do you have the right SMART goals in place so that your story is executed and delivered perfectly?

Get to writing!

The world of storytelling is too big to cover in one blog; we’ll be sure to revisit this topic soon and discuss even more ways in which you can perfect your storytelling finesse.

Until then, if you’d like to know more about the creative ways in which you can engage your audience or want further advice spicing up the emotions in your narrative – contact our award-winning team now.

Tudum! Netflix’s ad-based subscription tier is right around the corner. Are you planning on putting a marketing strategy in place for when it does? Hold on a mo…

Before you do – let’s dive into what Netflix Basic with Ads is, what it can offer your brand in terms of advertising and whether it’s an approach worth considering.

So, let’s Netflix, chill & fill out the details.

What Is Netflix Basic with Ads? 

As a whole, Netflix Basic isn’t a hard nut to crack. It’s Netflix. Cheaper. With ads. Shocking!

Arriving on 3rd November, Netflix Basic will cost UK customers £4.99 a month and allow you to watch content on one device in HD.

Wondering where your campaigns will crop up? For existing films and series across the platform, ads will play before and during the title, whilst new releases will only have pre-rolled adverts. Netflix Basic’s ad load will average 4 to 5 minutes per hour, ranging from 15 to 30 seconds.

With roughly 223 million users Netflixing in 2022, the chance for advertisers to get in front of their customers and engage with them on a new platform could lead to a massive ROI. So, stop binge-watching Breaking Bad a fifth time and start strategizing who your target audience could be.

Though there are no insights into how nitty gritty Netflix’s ad targetting will get, its partnership with Microsoft/Xandar promises to offer broad targeting capabilities by country and genre when the service launches.

However, users signing up for Netflix Basic will need to provide a date of birth and their gender, as the service plans to add these targeting features (alongside others) down the line.

This is vital info to jot down; the more audience info you gather beforehand, the better you’ll be at showing the right ads to the right people and not wasting ad spend.

Okay, that’s basically Netflix Basic. But there are a few more key pointers you’ll want to know; Netflix advertising isn’t going to be for everybody…

What are the worries for Netflix Advertising? 

The turn towards an ad-based tier isn’t exclusively a Netflix idea; many VOD services have announced and introduced similar systems. But with Netflix attaining a household name status for so many years, its venture into advertising could shape paid media’s importance within the streaming world.

Take its fees as an example. As Basic begins to roll out, Netflix will be charging companies $65 (roughly £55) CPM for every 1,000 people served ads – meaning this ad space, for now, will mainly be aimed at lucrative brands willing to spend big money.

Adding a slightly sour cherry on top, according to industry sources, Netflix is looking for a $10m minimum promise in annual ad spending from companies, too – a costly entrance fee for something you don’t know works yet.

Additionally, as mentioned earlier, Netflix Basic won’t be launching with a lot of targeting options for brands. You won’t be able to deliver ads to audiences based on factors such as specific location, age, gender, time of day or behaviour.

Netflix is aiming for the big fish in the streaming world rather than reeling in a range of businesses for an open market. So what do we recommend?

What do our experts think? 

Netflix has told ad buyers it expects 4.4 million customers to be using Netflix Basic by the end of 2022. But the big question is, how will it impact marketers and their future ad strategies? Will brands decide to ditch other platforms and instead nudge over to Netflix?

Our Paid Media Expert – and House MD enthusiast – Ben Halliday, had this to say:

“I think the impact is going to be seen from big brands and agencies shifting budgets from similar premium environments. TV and VOD ad spend among traditional media owners might feel the impact, more so than platforms like Youtube, which already have fairly low CPMs and cater to a wider set of businesses and budgets. Netflix’s new ad tier will mainly affect channels that the brands who have £20m budgets are using heavily.” 

So maybe you have the cash to splash on a big Netflix campaign. If not, you shouldn’t worry; the likeliness of it affecting social or video platforms like Youtube is unlikely.

We’ll make sure to keep you posted on all the Netflix and VOD updates when they arrive – so make sure to follow our socials to keep in the loop.

Until then, if you’re looking for advice or strategy plans for VOD campaigns or ads, we’ve recently been shortlisted for a lot of awards relating to Ads and Paid Media Campaigns. So contact our multi-award-winning team now, and let’s bring that winning campaign to life!

Award nominations

Arke was founded on the values of Be Real. Be Curious. Be Bold. We live and breathe our motto in everything we do, from our relationships with clients to how we work and support each other as a team. Our commitment to our values has shone through as we’ve now been recognised in the Sussex Business Awards for the categories Employer of the Year and Creative Industries Award.

We love giving back to our team and our community. Every year, we partner with charities and organisations in our local area to support them with their marketing needs and bring about greater awareness of their causes. This year, we are working with Human Dignity Trust, a charity defending the rights of LGBT+ people globally, Brighton Chamber, a local chamber that connects people in the local community and Allsorts Youth Project, a charity supporting LGBT+ and unsure youths and their families.

Steph Noble, Founder of Arke, commented on this achievement: “It’s been my life-long dream to create an agency that brings transparency to the industry, while excelling in the digital, paid media and creative remits of marketing. Being able to give back to our community and projects that we’re passionate about is a major bonus. Being recognised for our innovative use of data, all things digital and our creativity means we can help even more brands to achieve their goals.

“Our culture at Arke is all about being real, open and honest, and we seek to employ talented individuals who not only excel at their jobs but embody our values wholeheartedly – in fact discussing values falls into our recruitment process. The team is the foundation of Arke, and I’m so proud to work with such unique people who bring fresh ideas to the business every single day, from new and exciting campaigns to ways we can support causes we care about through our culture committee.”

Being finalists for this award comes after a record-breaking year for Arke, having won at the European Paid Media Awards and the UK Social Media Awards in September and being finalists at the UK Search Awards which we eagerly await the awards ceremony later this month.

“What makes this award unique is the focus on our team, our values and our drive to be the best in the industry. Now that our work and campaigns have been recognised for their performance, it’s great that the team behind the campaigns is getting the recognition they deserve, and I couldn’t be more proud.” – Steph Noble, Founder and Managing Director

The evolution of Arke

Over Arke’s five years in business, it has evolved from an advertising agency to a branding an CRO (Conversion Rate Optimisation) agency.

As an agency with ambitious growth plans, we’re currently recruiting for a number of roles across departments. We’re also going to be taking steps towards implementing a full CSR strategy over the next few years so we can make an even bigger difference in our community. We’ve already signed up to become B Corp certified, helping to hold us accountable for actions and keep our culture at the forefront of what we do.

We can’t wait to see the results of the Sussex Business Awards at the ceremony on 1 December; fingers crossed for the win, and good luck to our other local shortlisted candidates!

Are you excited to hear about further developments at Arke? Follow us on LinkedIn for all the updates, or get in touch to talk to our team.

Google has launched a new advertising solution that allows advertisers to gain access to customer data shared with web publishers. This is just one of Google’s solutions to navigating a third-party cookie-less world, available on Display and Video 360 campaigns. So, what else do you need to know?

Firstly, what the heck is Display and Video 360? 

Display and Video 360 is Google’s Demand Side Platform (DSP) – software that lets advertisers buy media space and manage it all within one place.

It’s pretty neat and has many benefits, including:

• End-to-end campaign management – from media planning and creative development to measurement and optimisation
• Integrations with other solutions like Analytics 360 and YouTube, allowing brands to make the most of the platform to visualise their ads and their performance in one place
• Two tools to facilitate ad campaigns and creative. These are the Campaign Manager 360 and the Studio.

• Improved collaboration between your creative and paid media teams to produce more impactful campaigns
• Holistic oversight of your campaigns
• Better targeting capabilities due to a bigger selection of inventory

What’s PAIR all about? 

PAIR stands for Publisher Advertiser Identity Reconciliation, which basically means the bringing together of publisher and advertiser to provide access to consumer data, while adhering to privacy regulations.

PAIR allows brands to cross-match the databases between advertiser and ad platform, helping you to advertise to your potential clients where they are and based on their interests.

It bypasses the need to rely on third-party cookies. Instead, it allows the private sharing of first-party data between advertiser and publisher. Consumers will also be happy to hear that there are also some super secure encryption to ensure other parties don’t gain access. With PAIR, website visitors can rest assured their data is safe.

For brands, it means they can place personalised, hyper-targeted ads on websites where people have given permission for the advertising brand and the site to access their details. If you want to advertise to high-intent audiences, Display and Video 360 is the way to go.

Why is this important? 

If you haven’t heard, Google is phasing out third-party cookies from 2024. That means that advertisers will need to find new ways of accessing audience data and finding innovative ways of targeting them. For brands currently relying on third-party data, it’s a bit of a concern. But there are solutions.

From machine learning with Google Analytics 4 (GA4), to Google’s Privacy Sandbox and PAIR, new solutions have been cropping up. We suggest reading up on the benefits of GA4 to help your brand flourish even once cookies are obsolete. We’ve got a whole blog on it, which you can read by clicking here.

To summarise, the benefits of this Google update are:

• The ability to tap into first-party data that other web publishers have access to while reducing reliance on third-party data
• An increased likelihood of conversion by targeting high-intent audiences
• It’s a privacy-first solution that allows brands to access data in a responsible way

Do you want to start advertising through Display and Video 360? Or do you want to find out how Google Analytics 4 can benefit your brand? Talk to our digital and advertising experts.

What’s happened? 

Have you heard the latest ad news from Instagram? Instagram has launched 4 new ad types; explore ads, profile feed ads, AI-powered multi-advertiser ads and AR ads. That’s a lot to take in – let’s go through all the updates in more detail.

What are the ads? 

• • Explore ads – surprise, surprise, these show up in the explore tab. They’re designed to help brands connect with their audience at the beginning of the funnel, when they’re interested in discovering, or ‘exploring’ new products and services.

• • Profile feed ads – these sit in the profile feed (when a user clicks on an Instagram profile and scrolls through their feed). The beauty of these ads is that you can make use of your existing creative. Users simply click on an ad within a feed and will be directed to your landing page. Profile feed ads help brands reach their target audience by understanding where their audience spends their time online – and reaching them on those profiles.

• • AI-powered multi-advertiser ads – this ad format uses machine learning to recommend promotional content when a user engages with an ad. They aim to increase the discoverability of brands when shown another product or service. Your advert might be shown next to a related product; a birthday cake service next to a birthday party venue, for example.

• • AR ads – augmented reality is super popular, especially when trying out new products. Instagram has now launched it’s own version – only years after other social platforms!

 Now you know what the latest updates are, how can you integrate these new ad formats into your advertising strategy?

How can brands make use of these ads? 

Explore ads

According to Instagram, 83% of users discover new products and services on Instagram, making the explore page a vital resource for brands looking to boost their reach and awareness.

This is Instagram’s attempt to ‘develop more meaningful connections with their audience and get discovered by people who want to deepen their interests by branching out from the accounts they already follow’.

Explore ads will allow brands to reach potential customers at the earliest touchpoint possible, starting that nurture journey. We recommend you use your strongest brand awareness creative in your explore ads – as this might be the first touchpoint you have with your future customers. And, as we all know, first impressions matter.

Profile feed ads

Brands should make the most of this ad to repurpose existing creative, while adding a personal touch where possible. It’s important that your adverts enhance the user experience, rather than taking away from it. That said, we recommend brands conduct thorough research into the existing content on Instagram profiles where your ads may show up.

Then, create native adverts (in other words, those which fit in with the platform). If you can create ads that match their surrounding content, you’ll be much more likely to engage your audience.

*Note that this feature will not be integrated into teen or private profiles, so there are limitations. If teenagers are your target audience, then this might not be the right ad type for your brand.

AI-powered multi-advertiser ads

If your audience is in the shopping mindset, you’ll want to use these AI-powered multi-advertiser ads to nurture them to conversion.

Once a trending hashtag #InstagramMadeMeBuyIt, people are now actually curbing their impulse purchases – mainly due to the rising cost of living. Studies have found that nearly half of UK shoppers claimed not to have made any impulse purchases in the first half of 2022. That means you’ve got to work harder to get your audience to hit that ‘buy’ button.

This new ad format allows businesses to help each other out. If you’re a bakery advertising wedding cakes, your ad might appear next to ads from wedding dress shops. Of course, there is the worry that similar, competing brands will have their ads placed next to each other, which may cause your audience to spend longer in the consideration phase, rather than moving through the funnel to conversion.

It’s down to machine learning to place complimentary ads alongside themselves. We’re uncertain how this will work in practice, but we’ll keep you up-to-date. In fact, follow us on LinkedIn where we post the latest updates.

If you are interested in giving this ad format a try, we recommend testing a small amount of budget on your AI-powered multi-advertiser ads and monitoring the results carefully. If it contributes to your advertising goals, put more budget behind those ads. If not, simply channel your spend into another ad type.

AR ads

AR, or augmented reality, is an interactive experience that combines the real world and computer-generated content.

It’s no secret that Instagram is late to the game with the introduction of AR ads. Snapchat’s got them, TikTok’s got them and even Facebook. At least Instagram has finally caught on as AR can be a useful tool for increasing conversions. In fact, 2 in 3 customers would purchase more products if they used AR. So, what do you need to do to increase engagement with your AR ads?

Our recommendations

We recommend you:

• • Use a memorable hashtag alongside your AR ad

• • Give your AR feature a strong purpose. Is it meant to entertain, start a conversation, start a trend or be useful and convincing to those looking to purchase a product?

• • Make your AR element easy to use – remember people might be using their phone at their desk, their family house or in a car. What can you create that’s accessible, no matter where your audience is using it?

Would you like help implementing any of Instagram’s new ad formats? Talk to our multi-award-winning team who are experts in implementing and optimising campaigns and producing kick-ass creative that’s sure to capture your audience’s attention.

Searching for a winner? Look no further.

We know what you’re thinking, ‘haven’t you guys already won some awards recently?’ Why yes, we have, thanks for asking. But the good news keeps rolling in for the Arkenauts. On the back of our recent UK Social Media Award win and the European Paid Media Award win, we are proud to have been announced as finalists in three categories at the UK Search Awards 2022.

It was only last year that we came away as winners of the ‘Best Use of Search – Third Sector / Not for Profit’ category at the UK Search Awards 2021 for our International Postgraduate Recruitment campaign with Keele University.

Finalists at UK Search Awards 2022

This time, we have been announced as finalists in three categories; ‘Best Use of Search – Travel/Leisure’ for our work with Brighton i360, ‘Best Use of Search – Third Sector’ for our Data Science and AI MSc campaigns with Keele University and finally ‘Best Small PPC Agency.’

Arke Agency Founder and Managing Director, Steph Noble said: “These last few months have been a real milestone moment for Arke. I want to thank you to our amazing clients and partners for trusting us with their campaigns and working together to produce such fantastic results. I’m so proud that all the incredible work our team do every day is being recognised at some of the industry’s most prestigious awards.”

“We aim to be a strategic partner with our clients, supporting them to achieve their overall marketing objectives whilst producing some mind-blowing results with innovative strategies. These campaigns, in particular, display our approach and what a partnership with Arke can produce. To have gone from starting the business in my living room to being a finalist for Small PPC Agency of the Year just five years later is a pinch-me moment for me, and I couldn’t have asked for a better team by my side.”

What’s next?

We are looking forward to the awards ceremony in London on 30th November, where the winners of each category will be announced. Good luck to all the finalists; we’ll see you there!

Recently, our Paid Media experts have been hosting a whole lot of training sessions for our clients, helping them to understand the ins and outs of paid media and the benefits it can bring.

As an agency, we’ve been harnessing its power to effectively market and produce return for our clients for over five years. We’re so passionate about it that we want to share our expertise with you.

In this blog, you’ll find out what it takes to make a great cross-channel marketing campaign; or one that combines your organic and paid media efforts for maximum return. It’s time to make your brand omnipresent in your consumers’ minds. Let’s go!

What is a cross-channel approach?

Time and time again, brands have wondered which targeting option is best for achieving brand awareness – a cross-channel approach is the answer.

This approach allows your brand to be omnipresent and designed to connect the dots in your customers’ minds and remind them about your brand wherever they are – Twitter, your website or on their commute to work.

Why should you consider a cross-channel approach?

A cross-channel approach is a marketing solution that’s guaranteed to boost your brand awareness while nurturing your audience towards conversion.

Plus, it saves brands money as they can combine their organic and paid media campaigns to speed up the conversion process.

Why is a cross-channel approach so effective? 

Bolstering organic media with paid activity allows brands to put budget behind their brand message and re-target those most interested in / engaged with their brand.

In fact, paid advertising alone can increase brand awareness by 80%. Using a combination of paid and organic activity will only increase this figure further. What’s unique about paid media is its flexibility, allowing brands to pull or increase budget while offering on-the-go optimisation capabilities.

What’s more, most people use six social media platforms, so targeting them on each of these platforms is key to increasing brand recall. Whether you’ve got the budget to target them on two platforms or ten, being present where your audience spends their time is key to building up a better awareness of your brand and your offerings.

How can you get started on paid media? 

1. 1. Set SMART targets 

Don’t begin your cross-channel campaign without outlining what you want to achieve. Getting SMART with your targets will ensure you’ve got something to refer back to throughout the campaign to keep you on track.

This is particularly important when you’re putting budget behind your campaigns, as you’ll want to be able to measure the results against your objectives and calculate your return on investment.

2. 2. Know your keywords

Paid media is driven by keywords, as it’s essentially a bidding process whereby the highest bidder for certain keywords gets their advert shown above their competition. However, if you’re clever with your choice of keywords, you can do this on the cheap.

There are some keyword tools that will help you plan out your ad campaigns. We suggest using Google Keyword Planner, Google Search Console and Google trends to begin with.

Another tip is to create long-tail keywords, i.e. those which are made up of multiple words to help reach your audience while beating the competition. For example, ‘unisex hand-printed dungaree company in Brighton’ is a longer tail keyword than just ‘dungarees’.

While fewer people search for the longer tail keywords, those who do are more likely to be looking for your product, making them more likely to make a purchase.

Meanwhile, highly competitive keywords like ‘dungarees’ will produce a variety of results that might not be what your audience is looking for. You’ll also be up against other brands bidding on that keyword, meaning you’ll need more budget to show up high in the search engine results pages.

3. 3. Start small

Test out Google Search and social media to begin with. Pick a platform you know your audience is active on based on their demographics and their user behaviours. Once you know how they interact with the platform, it’s time to make an ad.

The best part is that most platforms don’t have a minimum spend, so you can test out paid advertising, whatever your budget. Once you’ve launched your first paid media campaign, review it and analyse what worked well and what didn’t. From this, you can tweak your next campaign for better performance; this is called optimisation.

4. 4. Make your ads stand out

While strategy plays a key role when it comes to increasing your brand awareness, without kick-ass creative, you’ll fail to create campaigns that are seen by, or resonate with, your audience, which can result in disappointing conversion rates (which is not what we want!)

Here are some key design considerations when creating adverts:

• • Which areas of your advert design will be seen?

    • • Is there an area that will be cut off by the platform?
    • • What design and dimension specifications do you need to adhere to?
    • • How can you make sure your logo is seen on each design?

• • Are there any interactive elements that you could incorporate into your design to make your ads more native, i.e ads that play into the existing best practices on the platform?

• • How do people interact with adverts on the platform? How can you increase the user experience of your ads and direct them to your conversion action?

• • How can you use a combination of ad types to build up a narrative around your brand?

5. 5. Nail your tone of voice 

Once you’ve got your ad in front of your audience and settled on a great design, it’s time to convince them to take the next step. The best way to do that is with clever copywriting.

Luckily for you, we recently launched our messaging framework for brands, guiding them on how to communicate effectively with their audience/s. By downloading your copy, you’ll get free insights from our Paid Media and Copywriting experts on how to engage your audience at each stage of the funnel and on different platforms.

Want to build your brand’s presence with a multi-award-winning team by your side? We’re an experienced team of experts specialising in advertising, creative and digital fields who love producing results for our clients. Get in touch to discuss how we can boost your brand awareness.

What a year we’re having at Arke HQ! From moving to a snazzy new office to growing our team, we’ve had a whirlwind of a time – in the best possible sense.

Now, for the even sweeter news – our work has been recognised in Europe, having won a European Paid Media Award for Local Campaign of the Year!

First, we won the UK Search Award in November 2021 for Best Use of Search – Third Sector/Not for Profit. Then, we hit another home run, winning the UK Social Media Award for Best Low Budget Campaign in early September.

Now, we’re European Paid Media Award winners too! Our work on the Living Wage campaign with Brighton Chamber has taken home the Local Campaign of the Year title.

Our founder Steph Noble commented on the achievement, saying:

“Winning our third award in such a short space of time is a testament to the dedication and expertise of our team. We’re still a growing team, but we have the biggest drive and passion, leaning on each other to make sure our campaigns are executed to go above and beyond our clients’ expectations. Ever since our UK award wins, I’ve dreamed of us being recognised beyond the UK for our knockout results, and now we are. Now, we’re dreaming of going global, and I know the team has what it takes to take Arke there!”

Not only is this win a result for us at Arke, but a major win in the bid to increase the number of living wage employers in our local community. Since we partnered with Brighton Chamber on this campaign, 58 more businesses in Brighton and Hove pledged to increase their wages to the Living Wage figures.

By winning this campaign, we hope to further spread the living wage message to more businesses than ever before – not just in our local area but in our wider community too. We’re passionate about people, and we’re so aware of the importance of increasing wages, especially amid the cost-of-living crisis.

What’s next for Arke? 

We continue to expand our team, with a couple of new Arkenauts due to join us soon. We’re also keeping the momentum up on the awards front, with a few more entries already submitted and more in the pipeline for upcoming awards – so keep an eye out for the results of those!

We can’t wait for our team to get even more recognition for the amazing work they’ve been producing for our clients.

Want to work with us? 

If you’re looking to create award-winning campaigns, let us be the agency that takes you there. Whether that’s through paid media, creative or digital work, we’re here to support you and get you that award-winning status you deserve!

Get in contact now if you want to work with us.

You might have heard that Arke is growing; we’ve moved to the heart of Brighton and are now multi-award-winning. To keep up with our increasing client base, our teams getting bigger too. It’s time to welcome the latest member of the Arkenauts, Sam!

Welcome Sam!

Sam is working at Arke alongside completing his Marketing Executive Apprenticeship, and we’re so pleased to be able to support Sam through his learning and development in this field. We’ll be helping train Sam up in key media skills, and he will be supporting our wider paid media team with all things media; bidding, buying, optimisation – you name it!

In his free time, Sam likes to hit the basketball court and have a game of b’ball with his mates. Otherwise, you’ll find him channelling his inner Bear Grylls, trying out new hikes in the local area and testing his camping skills.

What are you most looking forward to about working at Arke?

I am looking forward to developing my knowledge, especially in paid media. Working with industry professionals is a big bonus, so I’m excited to be part of an agency of leading marketing experts. In particular, I’m thrilled to have the paid media team by my side for additional support, especially the Head of Paid Media, Ben, who knows the ins and outs of paid media. It feels like the marketing gods have shone down on me!

I’m also so excited by agency life, the culture and the expertise. The insights and skills I will learn from working in an agency will give me more confidence to complete my apprenticeship. Plus, I’m looking forward to the socials, beer o’clock and getting to know my team better.

What are your goals at Arke?

My goal is quite simple: to become the best I can be at my craft. I want to focus on using my knowledge and skill sets gained from working at Arke to create, maintain and optimise real-world campaigns for real-world clients. I would love to be a part of Arke’s next award-winning campaign!

We’re so pleased that our team is growing with people who live and breathe the Arke motto: be real, be bold and be curious.

Feel like you’d be a great fit for our team? We’d love to hear from you, so check out our current vacancies.

Do you have clear tone of voice guidelines in place for your brand? If you don’t already have a messaging framework in place, you need one, especially amid the cost of living crisis. Knowing how to craft your brand voice, be sensitive and communicate effectively with your audience is more important than ever when consumers are looking to cut costs – don’t let your brand be the corner they cut!

Looking to translate your brand’s voice across platforms to stay top-of-mind? Here is your ultimate guide to building your brand (and gaining more customers as a result).

The proof is in the planning

You can’t build a good brand without taking the time to sculpt it. So, what exactly do you need to consider in order to set the foundations of your brand?

Consider the following:

• What makes your brand unique?
• What’s your mission statement? What is your brand trying to achieve?
• Who is your audience and what problem do you solve for them?
• How can you translate your brand into everything you do? Think about the energy your brand exudes. How does this translate to your colour palette and brand buzz words? How does all of this fit together to create a coherent brand image?

Creating a coherent brand identity across platforms will increase brand recall. Your colours and brand buzz words will further reinforce this.

Engage your audience at every stage of the funnel 

Once you’ve nailed your tone of voice, it’s time to put your brand to the test. When creating campaigns, keep tone of voice in mind. Adapt your writing style to successfully nurture your audience to conversion and understand where they are in the funnel.

Speaking of the funnel, let’s look at its specific stages and how your tone of voice will adapt to it.

Awareness

• Do you know your target audience and where they’re active online?
• What sort of content does your target audience resonate with?

At the awareness stage, audiences can be clueless about your brand, products, or services. So, your tone of voice should sound distinctive and intriguing.

Consider how you can get your target audience interested in your brand with whimsical language or by presenting them with a common issue and how your brand can fix it.

Consideration

• What are your competitors doing, and what sets you apart from them?

Setting yourself apart is essential, especially amid the cost of living crisis when competition for customers is fierce.

During the consideration phase, you’ll want to use a more direct tone of voice that guides your target audience towards conversion. Remember, they’re still making their mind up so you’ll still need to convince them that your brand is right for them. They’re also one step closer to conversion than they were, so you’ll want to be even more engaging with your copy, while clearly directing them to your CTA.

Intent

If your audience is still in the decision-making process, give them another reason to choose you. Switch up your copy and convince customers that your brand can solve their current problem. This is your chance to show off your other products, services or offers to paint a picture of your brand.

It’s also time to position yourself as an expert who can solve their problems. Lean on testimonials and customer reviews at this point.

Decision 

The decision stage is your chance to convince your audience to convert; impactful messaging is an absolute must at this stage.

Speak directly to your target audience with your copy, tailoring it to them where possible. You can achieve this by segmenting your audience and creating ad sets specifically for each audience. You’ll also want to consider adding some punchy stats to your copy and ad designs to fully convince your audience to opt for you over your competitors.

Our Copywriter’s top tips

1. Consider your brand as a person

Create a persona for your brand. Does it sound like a best buddy, a politician, or a kind neighbour? Whatever your brand sounds like in your head is what needs to be portrayed on paper, and thinking of your brand as a character will bring it to life.

2. Keep your Tone of Voice consistent

As we said, your brand needs to be portrayed consistently across the platforms it’s present on.

The best way to do this is by writing a Tone of Voice guide so everyone creating content for your brand is on the same page from the get-go. Remember to include key do’s and don’ts, conjuring up a holistic image of what your brand should be and how your team should seek to represent it.

3. Your brand is everything, not just your content

While your owned media (what you produce and how you choose to portray your brand on your website, social media etc.) plays a major role in your brand image, you’ve also got to monitor your earned media. Earned media is any content written about your brand, whether good or bad. It can seriously affect your brand’s reputation and image if you’re not on top of it.

Building good relationships with your customers will help to reinforce your brand in a positive light. 86% of people will hesitate to do business with a brand that has negative online reviews. Reviews are a form of earned media, so you’ll need to monitor your online presence carefully to maintain a positive reputation and keep the customers rolling in.

Download our free messaging framework

While these are some of our top tips for creating a bulletproof brand, it doesn’t stop there…

It takes continual refinement to take a brand from good to great. You’ll learn even more brand marketing secrets (including how to alter your tone of voice according to platform and stage) in our downloadable messaging framework template. Plus, it’s free! So why not make the most of the download to boost your brand? Get your copy by clicking here.

Our team of marketing strategists and creative designers have provided rebrands for many of our clients, refreshing their creative, their website and their overall brand strategy. Get in touch if you’d like us to do the same for your business.

You heard right; we won ‘Best Low Budget Campaign’ at the UK Social Media Awards!

You may have seen that we were on a roll recently, after being announced as a finalist for a huge four awards at the UK Social Media Awards 2022!

At the awards ceremony in London on Thursday, we were so excited to be announced as winners of the ‘Best Low Budget Campaign’ for our work on the Living Wage campaign with Brighton Chamber.

Having previously won ‘Best Use of Search – Third Sector/Not for Profit’ at the UK Search Awards 2021, this new accolade officially makes us a multi-award-winning agency.

The award-winning campaign was a passion project for us, and we had never before worked with such a limited budget and exceeded the expected outcomes of the campaign. Overall, the social media campaign generated 58 businesses to commit to increasing their wage bill – at the height of a pandemic, positively impacting an estimated 272 salaries and exceeding the client’s expectations.

We couldn’t be more proud to win this award with such a fantastic campaign and client!

Arke Agency Founder and Managing Director, Steph Noble said: “Wow, what an amazing accolade to win for our team! And, it means so much more that we were able to achieve these results for a campaign that means so much to us, alongside our wonderful client Brighton Chamber.”

“To us, this really shows the positive impact social media advertising can have and with the correct placement and optimising, you can achieve mind-blowing results. It means more to me than I can say to see our young agency become a multi-award-winning team – a recognition they more than deserve. Go, Arkenauts!”

Find the full list of winners here. For more information about the campaign, take a look at the case study.

Is your business struggling to find the perfect marketing strategy that assures business is booming? Looking to spend minimal but keep engagement up? High-impact marketing could make all the difference; want to know how?

Today, we’re diving into how high-impact strategies can maximise your marketing efforts whilst keeping costs down, ultimately improving your ROI and brand’s bottom-line.

So, let’s start off with…

What is high-impact marketing? 

High-impact marketing is any tactic or method that will have significant, positive effects on your brand’s net income.

Let’s say you write a really informative blog about your services which grabs the attention of thousands of potential customers, resulting in a 10% increase in leads and a 15% increase in website traffic. Jackpot! You’ve successfully found yourself a high-impact marketing strategy.

Notably, this means you can achieve your goals through high-impact marketing without splashing the cash; your methods just have to grab the audience’s attention and lead them through the buyer’s journey effectively.

As the cost-of-living continues to rise, it’s essential that your brand keeps budget considerations a priority, especially if you plan to run multiple campaigns or have a range of goals. High-impact marketing is a great way to avoid big-spend but still deliver creative and persuasive advertising.

Types of high-impact marketing

What types of high-impact marketing could you use? 

Your high-impact marketing methods will differ depending on your area of business and the goals your brand wants to achieve. However, it’s a course of action that all businesses should consider.

Let’s say you want to increase awareness for a product your brand offers. A high-impact strategy could be a Youtube series showing off why your product is unique. An in-house, low-budget series will save you money on production whilst driving continued awareness of your brand on a platform rich in SEO opportunities.

On the flip side, high-impact marketing doesn’t have to relate to a specific product; it can be a purely PR-related objective. Perhaps the goal is to increase positive reception regarding your brand online. All you’ll business will need is a LinkedIn profile and a schedule for when posts regarding your brand’s values and positive efforts are released.

These examples show how expansive high-impact marketing can be and how little it can affect your finances. However, with a range of avenues, you’ll need to consider a few things before putting your methods into action…

Effective high-impact marketing

What should I do to make sure I’m using high-impact marketing effectively?

We’ve come up with a few recommendations that make sure you’re making an impact whilst keeping methods intact.

1. Make your goals SMART 

Before even coming up with a campaign, make sure your goals are precise and detailed. Saying you’d like to increase online sales is great, but its vagueness could lead your high-impact campaign to splinter and lose focus.

How do you avoid this? Make your goals SMART! Your objectives should always be Specific in what you want to achieve, Measurable in terms of outcome, something you know your brand can Achieve, and ultimately Realistic and doable in a Timely manner.

SMART goals will help your team understand what needs doing, how to do it and when it needs completing in a quick, easy-to-understand objective.

2. Know your audience

It’s all well and good to have objectives set out, but unless you know where your audience is online, it won’t have that spice that gets specific results.

Conducting audience analysis and understanding who they are, what pain points they have, and the platforms they use online to converse with each other is an absolute must if you want to know how to market your product online. It will only make your SMART goals smarter!

3. Retain your current customers 

Did you know it can cost 5 to 25 times more to acquire a new customer than retain an existing one?

If you’re objective is to acquire new customers, that’s great, but you also need to consider maintaining and building upon the relationships you have established with your returning audience.

So, a possible SMART goal could be to attract new audiences through a referral programme which offers your existing customers a discount for one week. Once again, this is an effective way to market whilst keeping costs low.

4. Social media is key to keeping costs down

If you’re looking for a crazily cheap way to engage audiences, look no further than social media.

73% of marketers believe their social media marketing has been successful for their businesses. Each platform offers its own audience your brand can target, whether it’s B2B relationships on LinkedIn or unlocking the potential of Gen Z engagement on TikTok.

Organic social posts are a fantastic money-saver that can easily be monitored and optimised through apps like Hootsuite. We’d recommend split-testing your posts to see where you’re getting the most engagement and then cater for those platforms.

For all the latest updates to social media platforms, check out our monthly social blog series covering the latest updates and trends that will keep you in the social loop.

Plenty of methods to pick from!

Whilst high-impact marketing is definitely something your business should consider – there are plenty of other avenues to consider when you want to increase ROI and audience engagement.

From SEO and creative approaches to your brand’s TOV and values – we’ll be back very soon covering a barrel’s worth of methods you could implement – so be sure to keep your eyes posted on our socials.

Until next time, if you’d like more personalised recommendations on how to use high-impact marketing across your online strategies or would like us to conduct research into your social media posting – get in touch with our marketing team now.

Keep your brand up-to-date on social media with these industry updates!

From the latest in Snapchat to Twitter and TikTok, you’ll find out how to use new tools to boost your brand presence and push your products or services to your audience.

Snapchat reveals its unique audience

Snapchat has revealed it has a unique audience who use the platform more frequently on a daily basis than other channels and sometimes in silos.

While some brands underestimate Snapchat, thinking of it as a platform used solely by teenagers taking selfies, the latest Snapchat update has shed light that the platform serves a unique purpose among 16-24-year-olds: communication.

We live in an interconnected world, and social media is no different. Most social media users engage with 6 platforms regularly. However, Snapchatters interact with platforms differently.

While daily Snapchat user engages with the app more than 20 times per day, only 58% of those Snapchatters also use TikTok daily, demonstrating an affinity for Snapchat.

So which platforms cross over with Snapchat? Studies have shown that Instagram is the most closely-aligned platform to Snapchat, with 71% of Snapchat users also using Instagram daily.

Brands looking to advertise either on Snapchat or Instagram should use this information to inform their marketing strategy and create omnichannel campaigns across both platforms for maximum brand awareness and engagement among audiences.

What’s surprising is that Snapchatters use Whatsapp and Facebook Messenger the least, suggesting that Snapchat has become a key messaging platform for this audience. For brands, this may help shape marketing strategies focusing more on direct messaging and driving brand awareness through the app.

Have you considered using Snapchat for business marketing? Or are you unsure how to use Snapchat to market your brand? We’re Snapchat partners, meaning we can offer your brand up to £5,000 matched Snapchat ad spend. That means that for every penny you spend on Snapchat advertising, we’ll match it up to the value of £5,000, so you could get £5,000 worth of ad spend to boost your brand.

Get in touch to claim your free ad spend.

Twitter announces the Twitter Pixel

What is the Twitter conversion pixel?

A pixel is a small piece of code that sits in the header of your website that helps to track site actions and, more importantly, conversions. And now Twitter’s launched a new, shiny version so you can better analyse the success of your campaigns.

Essentially, Twitter has combined two of their previous web tags – the Universal Web Tags and Single Event Tags into one to simplify the process whilst helping you measure marketing campaign effectiveness.

While the pixel is a great addition to Twitter’s tracking toolset, there’s still the question of what will happen when third-party cookies eventually fade out. Will the pixel continue to work?

The bad news? Pixels run on third-party cookies, so the pixel will likely need a reboot when cookies fade out.

The good news? Twitter’s one step ahead. They announced a second update – a Conversion API. We won’t cross your wires with the details, but the API essentially connects the dots between your Twitter page and any actions taken by users. Importantly, it will allow you to see conversion data and will bypass the need for third-party cookies and the pixel, making it future-proof.

TikTok ramps up its ecommerce integrations

Since the conception of TikTok, we’ve seen the influencer sphere blow up, and purchases are being made more than ever on the platform. In fact, 37% of users discover products on TikTok and immediately buy them. Following this shopping trend, TikTok has launched new shopping ads.

But what’s exactly new about this TikTok update?

The shopping ads aim to follow users around the platform, allowing brands to promote their products in-stream. Products will pop up on videos, offering users the chance to purchase them immediately – and on live streams.

Dubious? Don’t be. TikTok’s already trialled this on Douyin with success, with in-stream commerce being the most effective way to attract sales.

What do you need to do?

We’d recommend trialling this new integration as an extension of your current social media marketing strategy, as 56% of TikTok users say that ads on the platform lead them to discover new products and brands, helping to move consumers through the funnel.

Unsure where to start? We’ve launched successful social media campaigns for clients in a variety of sectors, so contact us to talk about your plans on TikTok, Twitter and Snapchat!

A-Level results day marks a major moment for students and universities alike. For universities, it’s a day for celebrating a wave of new students to their institution in the autumn semester. But for the students who didn’t quite make the grades they were hoping for, it can be a stressful day, so universities need to have plans in place to showcase their offerings and streamline the process to welcome even more new students to their campuses.

This year, we worked throughout the day to optimise campaigns and provide the best ROI for our partner universities on their Clearing campaigns. This meant moving budget around, altering keywords and liaising with our clients. But of course, we wouldn’t have been able to do this without understanding key student trends which shaped the day. These trends change year on year with alterations to examinations, grading, government and so on.

To keep you up to date, here’s a run-down of everything we learned as this year’s Clearing unfolded, which we used to inform our paid media campaigns on the day and will continue to inform our campaigns as Clearing progresses.

Search Trends 

1. At 8.13am, UCAS Clearing search volumes began to climb

Paid media campaigns rely heavily on search terms, so staying on track of what was trending and the times of peaks and troughs was key for us.

The fact that UCAS Clearing search volumes began their upward trajectory early on was unsurprising, as students were waiting anxiously in anticipation for their results.

2. Then, UCAS search queries decreased by 28%, and Clearing search queries rose by 24% as students received their results

As expected, the focus shifted to Clearing as results were announced, and most students found out whether they had been accepted onto their firm or second-choice institutions.

From a student perspective, results day means checking their UCAS portal in the morning, then often getting straight on the phone to universities to see what their options are, bypassing the UCAS hotline and website for advice.

Student Trends

3. The results gender gap narrowed by 4.8% since 2021 

We’re so pleased to see that the gender gap was narrower than it’s ever been. Health and Social Care and German were the subjects with the greatest difference in grades between genders this year, with Health and Social Care weighted more towards females and German towards males.

With more role models breaking down stereotypes of ‘male’ and ‘female’ courses, shown through university course adverts, student success stories and in the world of work, we’re hoping that this trend will continue. We can’t wait for the day when people have equal opportunities to access courses. Here’s hoping it’s soon!

4. 180% more students from disadvantaged backgrounds achieved their firm or second choice university when compared to 2019

As ambassadors of education for all, we’re so pleased that 71% of university applicants who took T-levels were accepted. This offers students more paths into Higher Education whilst helping them to navigate the job market with technical skills acquired through industry placements.

5. 36% of A-Level entries received A and A* grades this year

While top grades were down, this year saw 19% more students accepted into university than in 2019, showing an increase in enrolments. However, with some courses (like medicine and dentistry) capping their numbers, students were still vying for places.

UCAS reported that, while 425,830 students had been accepted into university or college this year, 20,360 students had not.

6. Computer Science was the fastest-growing degree program, with 7% more students placed in computing degree programs this year than last year

Just through results day alone, 24,900 people are due to start courses in computing in September. We’re predicting that this number will rise until the end of Clearing on October 18th, as those who didn’t decide on results day make the final call on their courses.

What has all of this information taught us?

For universities, this will impact the way prospects are targeted for certain courses, opening up targeting pools to more people from different backgrounds, postcodes and education history. For us, it means creating new marketing strategies to effectively nurture those who haven’t decided on their course choice.

Looking for more insights to inform your final Clearing push? Keep an eye out for our deep dive report – coming soon!
Want to talk to us about your Clearing strategy? Get in touch today.

roduct placement is a tried and tested approach in advertising – but can it reach its maximum potential within the gaming industry?

The next-gen gaming world is growing by the second; there are many avenues to venture through. Whether mobile, AAA or the influencer side of the medium, you can utilise plenty of approaches that could level up audience engagement for your products.

Let’s explore why gaming has become a key marketing tool for brands.

What can gaming offer your brand?

With annual revenues of £164bn, gaming is without a doubt the biggest entertainment industry worldwide, and brands have taken notice. Duolingo, for example, has added language-focused questions to Jackbox Games to encourage new ways for people to pick up and play.

But the potential of gaming isn’t just in what people are playing, but who’s playing them. Once labelled a stereotype of Mountain Dew, Dorrito-infused men, gaming has a much more diverse audience.

Female audiences now represent 45% of the gaming market, which brands are beginning to engage. Recently, Tampax partnered with Gen.G and launched its own tournament series.

So, with the gaming market becoming an optimal environment to market through, can you get your ads into the games themselves? More importantly, is that a good idea?

Can you place your products in games?

Branded placement within entertainment is nothing new; it’s a great way for products to mix in with the medium. If done right.

Take Stranger Things as a prime example; the show is chock-full of brands, from Coke to Jif peanut butter. Though some audience members have criticised the over-abundance of products within the show, the number of eyes on those products can’t be denied.

And the same goes for gaming – product placement was a consistent marketing strategy before controllers became wireless!

Look at the Tony Hawk Pro Skater franchise; the amount of branded partners within the series is insane, from shoe brands and energy drinks to real skate-branded companies.

This is a perfect example of product placement in gaming and highlights a key lesson every marketer should consider. If your brand wants good engagement within the medium, it needs to be relevant to the content.

But gaming has come a long way from plug-in and play. There’s an entirely new digital world out there that brands are keen to engage with…

What’s new to in-game advertising?

The Metaverse is designed to interconnect people across the internet; leading technologies such as 3D reconstruction and virtual reality are changing how gamers interact with one another – and of course, brands.

As new worlds are built for audiences to explore, so do new billboards to advertise on – quite literally, in some cases.

But, as more marketing opportunities arise, so do the considerations your brand needs to take before getting meta with it.

What you need to know

The perfect format for your brand

You can implement in-game adverts in many forms – it’s best practice to consider which will work best for your product. Are you seeking awareness and recognition from audiences? If so, cosmetic content such as clothes an avatar can wear could be a snazzy ad type to consider.

Don’t P-Off your audience

Like any audience brands target, it’s essential you respect the culture. We’ve seen brands attempt to “understand” gaming culture before – with the reception being almost as bad as the 1993 Mario Bros. Movie.

As previously mentioned, the gaming audience is diverse and splinters into niche communities. Make sure you know exactly who you’re targeting and where – people immersed in a horror-themed Meta-world probably aren’t interested in relaxing bath bomb ads…

Keep it creative

Gaming is a high-engagement activity; audiences are likely to give their full attention to what they’re playing.

So, the content you create within or around these worlds must be as engaging as the game itself. Your ads don’t need to break away from what players are doing – like pop-up ads – they can integrate into the game’s activities.

You could build your product 100ft tall in Minecraft and show it off through your organic social, or share the love of style around your brand’s Animal Crossing island. The potential to be creative with your campaigning is unlimited in gaming.

Ready for level 2?

We’ve only scraped the surface of in-app gaming campaigns today; there’s a whole world to explore. Check out our marketing for mobile gaming deep-dive too, and level up your strategies on the latest trending apps.

Until next time, if you’d like help building a strategy for your next gaming campaign or want expert recommendations on what format your next ad should be – contact our advertising team now.

Roll up, roll up! It’s our sweet selection of the best ads and campaigns out there right now.

We asked our Arkenauts to deep-dive into their favourites from the last few weeks, and they certainly found the cream of the crop!

No time like the present! Let’s get some inspiration for your creative campaigning and explore why these ads tick for our team.

KFC – La Massacre 

Is there anything better than pizza and fried chicken? Yes, pizza and fried chicken smushed together! 

If the adventures of the Hawkins crew in Stranger Things and the insane rise in Kate Bush mania have taught us anything recently – nostalgia hits big with audiences.

In 2022, we’ve been nostalgic for electronic synths, mullets, mavericks, and, who can forget, over-the-top gore. We also know this collection in its general definition – the 80s. And KFC wants in on the action.

To promote the limited-run item Pollizza, a pizza that swaps out the classic dough for a fried chicken base (yes, you read that right), KFC partnered with PS21 and created the 80s B-movie-inspired short film – La Massacre.

The short features your classic cabin in the woods ensemble of teenagers in grave-y danger; only this time, the killer is a pizza gone rotten. The film relishes the cheesy and saucy-gory style of 80s horror, paying homage to classics like The Evil Dead and Gremlins.

OOH, Horror-styled posters were also designed to promote the film in Madrid, pre-premiere.

NYSU, the director of La Massacre, states:

“We were always clear that we didn’t want to make a parody of the genre, nor make fun of it, but to make an incredible piece that respected the codes and rules of the B series. That’s why the most complicated thing was to escape from the ‘vice’ of advertising, where perfection is sought in every shot.”

That’s some practical advice for all you creatives eager to nostalgia-fy your campaigns. It’s all in respect and presentation. Your campaign doesn’t need high-production values to engage audiences; it needs emotional connection.

The results will speak for themselves. The film has attained over 100,000 views, with a social media reach of 13 million and 1.3 million interactions.

On a bigger scale, Top Gun Maverick is another fantastic example of respecting the source material and winning audiences over. We’re looking forward to a revival in 90s advertising – we want Tamagotchi’s back in the spotlight.

ManyPets – Pet Insurance

Who’s my best friend? You are! Yes, you are! 

Since the lockdown, pet ownership in the UK grew immensely, with 27% of adults now owning a dog and 24% having cats.

We’re biased. We see cute animals; we’ll buy whatever you want. ManyPets launched a campaign all dog & cat lovers will bark over.

The simple yet striking ad highlights the well-being benefits animals can have on your lifestyle, placing pure cuteness at the forefront of the campaign.

However, it’s not just the aww-some imagery that connects with audiences; it’s also the direct copy. “90% of people say their pets help them feel calm. “Insure your happiness” highlights why pet ownership can help with mental health, with a CTA that assures your pets are living their best life too.

Created by Uncommon Creative Studios, co-founder Lucy Jameson states:

“We wanted to remind people that they have to insure their pets to ensure their happiness. Plus, this was one more weapon in my war of attrition trying to persuade my husband to let us have a dog….”

The key takeaway here? Simplicity sells, and everything has to work together. You don’t need extravagant copy. In fact, only 20% of people will read beyond the headline – so make sure you pack a punch with your word choice.

But you can’t leave your copy on its lonesome – 94% of content with good imagery receive more views than text-only marketing. A zoomed-in picture of a puppy can make all the difference to your campaign…and your hearts.

The Lost Class   

Creative disruption at its boldest and finest. 

1.4 billion impressions. 66% increase in background conversations. 12 Pencils received at the 2022 D&AD awards. But, most importantly, reminding the entire world why things need to change…

The Lost Class is a haunting, game-changing campaign. In honour of the 3,044 high school students tragically taken too early from shootings across the US, Leo Burnett Chicago held a graduation ceremony for the students.

The imagery alone packs an emotional punch, visually emphasising the gravity of the situation. However, the wide variety of creative assets and marketing mediums The Lost Class utilised makes its stance on gun control loud, dominant and disruptively engaging across all platforms.

It wasn’t enough for LBC and their client, Change the Ref, to hold an empty ceremony. Two well-known gun advocates then, unknowingly, gave the commencement address to the rows upon rows of empty chairs. In an instant, these men became anti-gun spokesmen.

Since the lunch of the campaign, the petition to pass universal background checks for gun sales has 120,201 signatures.

The boldness of the campaign worked wonders in both ad engagement and deeper discussions regarding gun control. But it does come with its warning for agencies and brands wanting to tackle charged topics.

Guerilla marketing is always a risky investment. There’s a lot to consider – from ethics and well-being to assuring your message comes across clearly to your audience. However, when done right, it can be one of the most effective ways to advertise.

Always look for unconventional ways to market your brand or product. If you’d like thorough insights and recommendations into creative campaigning – contact our creative team now.

BeReal is the latest social app to surge and skyrocket throughout the year. But can your brand hitch a ride on its wave of popularity?

Let’s look into BeReal’s unique edge in the social media space and the possible potential it has for brands looking into new ways to engage.

What is BeReal?  

Founded in 2020 by Alexis Barreyat, a former GoPro employee, BeReal shows you “Your Friends for Real”. As the app’s description explains, “every day at a different time, everyone is notified simultaneously to capture and share a Photo in 2 Minutes.”

How does BeReal work?

BeReal is entirely photo-focused, with users getting notified when their friends post a pic. What time does BeReal send a notification? There’s no knowing as it changes day to day! No filters, hashtags or likes. The catch is – you can only view their message by sending one back. The app creates a snappy (haha) swiftness for users that feels… well, real.

Unlike other social media apps, BeReal feels authentic. This is likely due to the restriction of having to actually add people as friends (remember that?) and reply in a certain amount of time.

So, how big is BeReal right now? Is it something brands should be keeping an eye on as it grows?

Business is Booming

Who exactly is using BeReal? Can it rival TikTok? According to Apptopia, since January, daily downloads for BeReal have reportedly increased by a whopping 315%.

App analysts, Sensor Tower also reported that the total worldwide download number for the app is now 4 million.

But the sweet stat you should be interested in is the number of daily active users, which has reached 2.93 million and continues to increase. If you think about it, that’s 2.93 million people who will directly engage with content within only 2 minutes.

But hold your horse, buckeroo! BeReal has a few hurdles to consider before your brand goes headfirst into potential trouble. Let’s look at the ups and downs of the app as of right now.

Too good to BeTrue? 

We’ve seen apps grow quickly and then disappear from the trending tabs. Remember Vero? How about Peach? Feels like yesterday we were reporting on the potential of Clubhouse. Type these words into Google News – tumbleweeds intensify.

The point is, it may be too early to tell what BeReal’s staying-power will be. It’s still early days; holding off on the latest trend could mean avoiding wasted time and budget on campaigns that likely won’t get any attention.

Don’t worry – we’ll keep you posted on everything BeReal-worthy on our socials; so you know whether it’s an investment worth making.

Do I know you? 

BeReal’s close-knitted community is also its strongest barrier for ads trying to break in.

People have to accept friend requests on the app, hence the authentic vibe the app has attained. We won’t lie; seeing faceless brands “BeReal” and sending us random pictures doesn’t sound super appealing.

Perhaps, the key is to find your dedicated audience and keep content natural to the platform. It works exactly the same on other unique social sites, such as TikTok.

Though it might be tricky picking up an audience on BeReal, it’s not impossible. Let’s look at how brands can get authentic with their audiences.

A Can-Do Attitude 

The popular Mexican grill, Chipotle took to BeReal and found its footing on the app perfectly.

By adding Chipotle’s account, audiences could get hold of an exclusive deal – a limited reusable promo code that the first 100 consumers could use to score a free entrée through their restaurants and takeaway services.

By adding Chipotle’s account, audiences could get hold of an exclusive deal – a limited reusable promo code that the first 100 consumers could use to score a free entrée through their restaurants and takeaway services.

The campaign is one of the first marketing moves on BeReal, proving its success as a potential ad avenue. Though we’d suggest not splashing the cash on ads for the platform, it’s a great low-fi way to engage with audiences you know are loyal to your brand.

However, if you’re going to take to BeReal, we’d recommend promoting the heck out of your profile on your other social media sites, so any offers or campaigns you show off don’t go unnoticed.

We’re excited to see where BeReal WillBe in the upcoming months – the potential for unique and distinct campaigning is huge!

It will also be interesting to see if paid media makes its way onto the app. Would ads keep to the organic style BeReal is going for? Or will it be the cause of #BinReal.

So, wondering how to get started on BeReal? Our advertising and marketing experts are on the cusp of the latest tips and tricks in getting brands seen – Get in touch now to discuss how we can supercharge your social campaigning.

The entertainment sector is ever-changing and it can be hard to keep up with the latest developments, especially as we emerge from the other side of the Covid-19 crisis.

With a wave of VOD (Video On Demand) platforms washing over us during lockdowns, and cinemas closed, you might be left wondering what the latest is now that we’re on the other side and cinema doors are flung wide open yet again.

Marketing should never be an afterthought, especially after all the effort you’ve put in to make a show-stopping movie.

Ready to reach your blockbuster potential? It’s showtime and our film and entertainment report has now debuted so you can get your hands on industry insights from our marketing, advertising and movie experts. Plus, it’s totally free to download.

What’s inside? 

1. From cinema to VOD and back again

At present, 60% of UK audiences aged 50-64 are paying for streaming subscriptions. Relationships with PVOD and streaming subscriptions have changed over time, so you need to prepare for the future.

Food for thought:

• Are people willing to pay extra to avoid the future of ads on streaming sites?
• Is VOD a competitor to cinema, or an additional revenue stream to market your movie?

2. Creative trends

• 86% of global internet users are gamers – what are they engaging with in games that you can capitalise on?
• We discuss marketing tactics, from guerilla marketing campaigns to live game streaming

3. The metaverse

• 78% of people say that a digital film viewing sounds appealing. How can you prepare for the future of movie consumption and satisfy changing consumer behaviours?
• 63% of people are interested in attending a digital concert in the metaverse. Have you considered digital film festivals and how you can get your movie in front of people and their avatars?

4. Advertising trends

• 43% of cinema-goers have said that they watched a film they typically wouldn’t see because everyone was talking about it.
• Influencers are talking about movies and co-creating content about what they’ve watched all the time on social media. In fact, 50 million people consider themselves ‘content creators’. What platforms will generate the best ROAS (Return on Ad Spend) for you?

Looking for further support? We’ve marketed movies for film houses and film-makers numerous times, including Be The Fox, Modern Films, Curzon and Soho Theatre – and now we’re here to support you.

Let’s make your movie a blockbuster together – get in touch now.

What a corker it’s been this summer… And no, we’re not talking about the weather; we’re talking about the heatwave of good news that just keeps on washing over us!

What’s better than the sun shining down than a grand total of six award entries making the shortlist? We’re a small agency with a big heart, striving to achieve our big ambitions with our equally ambitious clients. So, what have we been shortlisted for this time?

We entered the European Paid Media Awards for two categories; Local Campaign of the Year and Small Paid Media Agency of the Year, and…

We have been shortlisted for both!

Our work with Brighton Chamber was shortlisted for the category of Local Campaign of the Year due to the highly impactful Living Wage campaign that led to over 58 businesses taking the pledge to increase their wage bill, positively impacting an estimated 272 salaries in Brighton and Hove. We’re so proud to have been a part of this initiative that impacts our local community in such a positive way.

And it doesn’t end there – our team as a whole has also been recognised for the category of Small Paid Media Agency of the Year. We’re real, curious and bold and the strength of our team to deliver results really shone through to the judges. We’ve been producing some out-of-this-world results for our clients this year and we’re so pleased that our team’s hard work has been recognised in these awards.

Founder & Managing Director Steph Noble commented:

Our team of passionate Arkenauts is what makes us unique. I’m so incredibly proud of the work we’ve put in to grow our creativity, push the boundaries of media and provide a truly refreshing service to the industry.  But importantly, I’m also so proud of how we work as one whole team. We know what we are aiming for, we go for it, and support each other to get there. We’ve come so far in five years and I can’t wait to see what the next five hold!

The winner for each category will be announced at the 2022 European Paid Media Awards at their online award ceremony. And we cannot wait!

Did you miss our UK Social Media Awards shortlist announcement? Catch up here. Want to get your brand and your campaigns recognised by the industry? Speak to our team today.

As ever in the digital world, things move quickly. If you’re still in the ways of Facebook advertising and haven’t branched out much since then, it’s time to reassess your strategy.

So, let’s get you up to speed with the latest advertising news. We’re talking Instagram, Pinterest and… Deliveroo?!

Here’s how to advertise your brand on platforms that you probably haven’t explored but you should seriously consider.

1. Deliveroo

The news has dropped that Deliveroo is expanding its advertising capabilities. They’re introducing Deliveroo Media and Ecommerce – the new advertising platform set to launch in the UK and expand further afield.

We’re all guilty of staring at that little motorcycle making its way to us on the Deliveroo map, hoping that our extra cheesy pizza, cheeky Nandos or oh-so-aesthetic acaí bowl make their way to us miraculously quick. And Deliveroo plans on capitalising on that time we spend staring at that tracking screen.

Deliveroo’s new advertising efforts are aimed primarily at the FMCG sector. However, with 8 million people flocking to the app for food deliveries, most of which order weekly, potential audience engagement can offer something new and sweet for brands looking to build awareness. With this in mind, we’re confident that we’ll see the options open to other sectors in the future.

But kudos where kudos is due, Deliveroo aims to keep its brand values during this expansion and provide people with a ‘food-first experience’, attempting to be mindful of not taking away (excuse the pun) from the customer experience. But, we still think it won’t be long until it expands to the wider advertising industry – not just FMCG related – so watch this space and keep on consuming pizza.

2. Pinterest

How much do you really know about Pinterest? Have you ever considered it a profitable advertising placement to build your brand?

Without a doubt, social media is heading in a visual-first direction. Just look at the popularity of Snapchat, TikTok and Instagram. Pinterest is no different. Almost 1 billion videos are watched on Pinterest every single day.

Plus, with the number of content creators booming and collaborations and idea-sharing being ever more facilitated by the internet, Pinterest is growing. It now has 431 million monthly active users, but it’s one platform few brands are taking advantage of.

And it doesn’t look like Pinterest is going anywhere soon. In fact, it’s just launched Pin Ads in South America – so you can reach more people with your sponsored ads in more countries.

But who are Pinterest’s ‘Pinners’?

Pinners, or Pinterest users, are keen shoppers, discoverers and, of course, part of the creative community, just like on TikTok. And 75% of Pinterest users say they’re always shopping. Pinterest has been improving its features for advertisers, such as implementing augmented reality which it claims results in a 5x higher aptitude for purchasing products.

What does it mean for brands? 

With 7 in 10 Pinners saying that Pinterest is where they go to find new products, ideas or services they can trust, Pinterest can help your brand build credibility. Plus, as it’s an under-used platform when it comes to advertising, the potential is huge. In fact, between 2021 and 2022, Pinterest ads reached 226 million people. If you’re not on the platform already, how about giving Pinterest a whirl to cut through the advertising noise of TikTok or Instagram.

We recommend testing Pinterest advertising with a small budget to show you how profitable the platform can be. If you’re unsure where to get started, get in touch with our paid advertising experts.

3. Instagram

And speaking of a digital transformation, Instagram is ramping up its efforts to copy TikTok once again! They’re trialling making Reels the primary feature and ditching videos, meaning that all videos would be uploaded as Reels.

This also ramps up the content that Instagram will see, as Reels differ from normal videos in that they can be remixed into new Reels and be enhanced with music and effects. That means content can springboard off other content, increasing reach.

What do brands need to know? 

This update will lead the influencer sphere to open up even more and become more accessible. It should also increase the reach of brands. For example, with the Remix feature, the reach of your (or your brand ambassador’s) posts can increase as people can collaborate on content. Plus, Reels are more discoverable than videos, in turn making your brand more discoverable too.

So if you’re not already using Reels ads as part of your advertising strategy, make sure to trial them out in Ads Manager now.

Unsure how to advertise on Instagram? Our paid media experts have run Instagram ads for numerous clients, so we’ll show you the way.

4. Product placement 

If you haven’t had Running Up That Hill by Kate Bush stuck in your head for the past month, where’ve you been – the upside down?

Stranger things volume 4 has just been released, and fans have begun to notice a lot of product placement. When you look back through the series, it becomes clear it’s been a feature all along.

Entertainment, TV, film and gaming have always influenced pop culture, but now brands are becoming ever more integrated into the entertainment sphere, consciously or subconsciously influencing viewers’ decisions. Put simply, they’re ads that you can’t skip – they’re part of the viewing experience, and viewers are clearly influenced by them.

Running Up That Hill topped the charts for the first time since its release almost four decades ago, highlighting the power of entertainment to bring visibility to brands, artists, you name it!

Want some advice on your advertising strategy? Our advertising experts can guide you through the paces – simply get in touch with us today.

Someone’s settling in well!

We’re absolutely chuffed to announce that we’re beginning a new client relationship with luxury student accommodation provider Big Student House!

As Big Student House expands its rental portfolio across the UK, we’re super excited to be part of their journey, supporting the transformation of their marketing strategy along the way.

As ambassadors of education, we love how the brand puts students at the heart of everything they do, helping them secure accommodation as easily and stress-free as possible, offering no deposit and no guarantor options.

We’ll be working alongside Big Student House to increase applications to their accommodation, optimising their website and implementing an advertising strategy to boost awareness of their offerings.

Manager of The Big Student House, Zoe Masterson commented on the partnership, stating: “Working with Arke Agency was the ideal next step for us as we grow into a national accommodation provider. Arke are one step ahead; they’re always suggesting ways we can take our brand to the next level while being honest with us about what’s achievable. I also love the fact that Arke are at the end of the phone to reassure me every step of the way.”

Arke’s Head of Development, Sam Massink, said:

And we’re confident you’re going to love it too. We can’t wait for you to see the outcome for Big Student House, so keep your eyes peeled for updates!

Why is ethical branding important?

Ethical branding is a crucial aspect you need to consider throughout your marketing.

However, this can cover a wide area, such as offering transparency to customers regarding where a brand’s products come from and the conditions they’re made in.

A big plus for ethical branding is that it’s great for corporate social responsibility (CSR), showing customers that the brand they’re buying from truly cares. And with that comes rewards for you! People are more likely to buy from brands that demonstrate genuine care – you can learn all about that in our product sustainability blog.

So what principles should you prioritise to certify your brand as ethically on-point?

What makes a brand ethical?

Ethical branding is all about transparency. Who, where, and how you make your products, assuring they’re causing no harm to anyone throughout the process is essential.

A brand that displays this to its customers is taking ethical branding seriously. Okay, it’s all well and good to say that, but we want to go the extra mile today, breaking ethical branding down and looking at what you can do specifically.

Ready to take some notes?

1. Creating a mission statement and setting out your values

No one wants to support a brand whose morals are sketchy and vague – having crystal clear morals is the springboard to ethical success.

Let’s look at good old Meta, for example, who hasn’t made the most morally sound decisions in marketing.

In 2019, accusations against Meta flooded in after the company allowed advertisers to discriminate against people seeking housing by limiting who could see specific ads using race-and-religion-based targeting methods.

Since 2019, Meta has made changes for the better – better late than never…

In a statement, Meta announced – “we will remove Detailed Targeting options that relate to topics people may perceive as sensitive, such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation.”

Although Meta has had pretty poor morals in the past, they appear to be turning it around. However, the damage is arguably already done; Meta tends to be the butt of the joke when discussing ethics.

The key takeaway here is to be upfront about your methods. If you think your marketing tactics aren’t socially acceptable, they’re probably not.

Furthermore, be upfront about how you conduct business. As we mentioned, transparency is key here – your audience has a right to know how you gather audience research and advertise to them.

2.  Don’t just say it, do it! 

Brands must cause no harm to people, animals or the planet. You can’t exactly be an ethical brand if you don’t pay your workers a living wage or are releasing harmful chemicals into the environment.

When it comes to this guideline, it may seem like a simple task. However, many companies fail to achieve this side of ethical branding.

An example of a brand with good ethics written all over it is a Brighton-based clothing brand called Lucy and Yak. The brand’s morals are great; creating eco-friendly comfy clothes for customers whilst also supporting the planet and its people. When it comes to ethical branding, they have it down to a T.

Lucy and Yak have an entire page dedicated to their employees who make their clothes, with a photo and description for each member. They put a face behind their clothing. They care for their workers, paying four times the state minimum.

Additionally, they have several commitments where they contribute to society – such as commitments toward anti-racism and donating money to help pay for girls in India to go to school.

This brand is a perfect example of how ethical brands should be. If you’re looking to make branding more ethical, take notes. They have all the guideline boxes ticked – it’s time more brands did the same!

3.  Make a difference

Contributing to society is a big part of being an ethically responsible brand. A brand that has this ethical guideline covered is Clipper teas.

On the website, Clippers teas say, “Creating opportunities and providing a bright future for the children of the tea workers is of utmost importance to the communities of Welbeck, Dunsandle and United Nilgiri.” Clipper teas are fairtrade, which means that the company cares about its worker’s rights, ensuring safe working conditions and fairer pay.

Clipper’s workers have access to affordable healthcare, and their children have education and employment opportunities. The children are offered bursaries funded by both the company and the Fairtrade premium – this helps pay for higher education courses.

Clipper teas contribute to society in many ways, improving the lives of their workers and their families. This shows they’re not just interested in making a great product; but also keen to better the lives of their workers.

Your brand can contribute to society through various unique tactics. By spotlighting community news across social media or supporting your hard-working team through company perks, you’re helping to make a real change.

Key Takeaways

For starters, don’t be like Meta. It’s a perfect example of what not to do if you want to avoid being an unethical brand. That’s all the shade we’ll throw its way for now.

The overall mindset to be ethical is pretty straightforward:

• Don’t have bad and unclear morals
• Don’t cause harm to any living things or the environment
• Try to give back to society

Being ethical is fantastic for everybody all around – it improves your brand’s chances of attracting more customers whilst also helping improve society and the environment – It’s a win-win for everyone!

If you want help making your brand more ethical or want further insights into how you can make your marketing more transparent – contact us and talk to our team.

We’re celebrating after being shortlisted for four categories in the prestigious UK social media awards!

UK Social Media Awards

Launched in 2017, we specialise in marketing, with a strong focus on transparency, and have since amassed a number of clients around the UK from industries including higher education, film and entertainment, government, financial services and more.

On the back of recent successes, such as record client wins and expanding into new offices, we’re proud to have been shortlisted in the Best Use of TikTok, Best Low Budget Campaign and Best Use of Research & Evaluation categories at the UK Social Media Awards 2022, alongside our Head of Paid Media, announced as a finalist in the Mark Hanson Rising Star Award.

Founder & Managing Director Steph Noble commented: “We’ve come such a long way in our mere five years, and I couldn’t be more proud of the Arke team.

“Since the start of this year, we’ve experienced a huge growth period alongside mind-blowing results for our clients, leading us to welcome new team members and moving into our new central Brighton offices. And being recognised for these fantastic awards really is the icing on the cake.”

“I also couldn’t be more pleased for Ben, who embodies our company values and has consistently gone above and beyond for our clients and the Arke team. He couldn’t deserve this recognition any more.”

On being shortlisted in the Rising Star category, Ben Halliday said: “I was blown away and truly honoured to learn that I’d been shortlisted for this year’s Mark Hanson award, among such brilliant industry talent.”

“I’m so grateful to Arke for nominating me (on the very edge of 30!), but also for believing in my potential, supporting my growth from day one, and frankly being the best agency I’ve worked for in my career to date.”

“A huge & heartfelt thank-you to all involved.”

The winner for each category will be announced at the 2022 UK Social Media Awards, taking place on Thursday, 8 September, at the Montcalm Marble Arch, London.

See the full 2022 awards shortlist here. Find out more on Arke Agency’s website, or for an interview with Steph Noble or Ben Halliday, email marketing@arkeagency.com 

Pride 2022 is in full swing, bringing communities together through boogie-filled and affectionate events. However, whilst there’s certainly fun to be had, it’s also important to point out the absolute no-no’s from a marketing perspective – such as rainbow washing.

Today, we’re talking to all you advertisers who want to get educated and understand why rainbow washing is something you should absolutely avoid doing through your marketing efforts. Let’s get to it!

What is Rainbow Washing? 

Rainbow washing is when businesses present themselves as allies for the LGBTQIA+ community through weak or empty gestures. Want an example?

Have you been on social media recently? Are you scrolling through LinkedIn right now? You’ve probably noticed some companies’ logos have changed in the last few weeks to something more rainbowy. Even stranger, these logos seem to turn back to their classic colours when Pride comes to a close.

Of course, we’re not calling out all companies here, but many think changing brand imagery to Pride colours is enough to proudly state – “look at us, we’re an ally!”.

Rainbow washing can be easy to fall into. Exploiting team members for content, pushing products through rainbow-filled imagery or marching in parades for your own publicity are just a few of the actions considered harmful.

And when you do, the reaction from users can be brand-damaging, but more importantly, it misrepresents and takes away from Pride’s importance and its communities. Let’s look at this in greater detail.

Why does rainbow washing matter? 

The LGBTQIA+ community has a gigantic stock in marketing. According to LGBT Capital, the global annual spending power of the pink pound across the communities is a whopping $1.4 trillion – yes, trillion!

But with that comes caution in how you advertise or support these communities. Of course, you can’t please everyone – take M&S’ LGBT Sandwich, for example. But you can account for intention, value and respect.

Unsurprisingly, people within the LGBTQIA+ community like to be represented and supported with consideration. Slapping a rainbow on your brand or overemphasising someone’s identity in your ad to be “inclusive” damages what Pride is continuously working against.

It’s even worse when you realise the financial gain from these watered-down actions is filling the fat pockets of large, uncaring corporations.

So, what can marketers do to ensure they’re contributing to genuine change?

Pride – The full 365 

It’s fantastic that the LGBTQIA+ community get a month to celebrate in all its glory. However, once the party (and potential hangover) is gone – support must carry on.

Support takes many forms; it can be the tiniest detail. Respecting people’s pronouns across social media and conversations creates fluid normality for identities. This means a great deal to audiences consistently interacting with your brand.

Innocent drinks are a brilliant example of how brands can use a tone of voice to be respectfully inclusive. The company’s LinkedIn post highlights how the brand now attaches pronouns on Teams, email signatures and social media profiles.

Innocent also invited speakers from the LGBTQIA+ community to share their experiences; so everyone across the business has a chance to hear what life is like for others. That’s how you do it!

Call out crappy content! Highlighting brands doing it wrong within Pride is one thing. Being there for them throughout the year shows you honestly care about better expressions for the communities within advertising.

Make your platform a pedestal. Do you have a large audience or influential presence online? Share the spotlight and highlight the creative work from LGBTQIA+ brands similar to your work – or things you think need preaching!

Rich Ferraro, chief communications officer at GLAAD, states – “If a brand doesn’t have a 365-day-a-year plan for LGBTQ inclusion, they really need to prioritise that over prioritising a one-off Pride campaign.”

Measured Success 

So you made your socks for the month rainbow coloured. Well done. Now, what are you going to do? As mentioned earlier, empty gestures won’t help. You have to have a clear objective and outcome for community-supportive branding.

Whether it’s in Pride or a personal campaign throughout the year, ask yourself – “why are we creating this campaign?” Are you supporting a specific cause or charity? Is the product targeted at a niche audience?

These questions will lay the foundations for what social and creative assets need making. But make it unique – don’t dye your product’s colours just because; create a campaign that resonates with the audience.

Check out D&AD’s award-winning LGBTQ+ campaigns celebrating diversity for some snazzy inspiration.

Owning Up 

Sometimes, you can get it wrong. It may not be intentional, but slip-ups can happen. What’s necessary is taking responsibility and addressing the situation.

Campaigns are reactionary, and changing with the times keeps you ahead of the game. Engaging with LGBTQIA+ communities and understanding why a campaign doesn’t vibe well with them shows dedication to improvement.

Evaluate your values. If your ideologies are transparent, your mistakes are easier to identify. It also shows that even if you make mistakes, your goals are to improve and learn from them – everyone likes improvement.

If you’d like to know more about supporting the Pride community throughout the month (and across the year) – check out our other blog here.

In exciting news, we’ve recently partnered with Bishop Burton College and their Riseholme College campus, and we couldn’t be more delighted. We’ll be working with them to supercharge their paid media activity – boosting their ads to thousands of prospective students!

New client alert

We’re crazy passionate about education and we never stop learning – in fact, part of our brand values is to ‘Be Curious’. Our team has worked with over 100 institutions in the UK and we also live and breathe our values by taking part in schemes like Kickstart and work placements for students. Plus, we love empowering our clients with training workshops – take a look at one here.

So when the opportunity arose to support Bishop Burton College, an institution that specialises in technical education, to enrol even more students in Further Education and Higher Education, we jumped at the chance!

Our award-winning approach to attribution of marketing to ROI has led to this blossoming relationship. We’ll be running paid media campaigns to nurture prospective students through the funnel to make Bishop Burton the leading college for new technical qualifications in the UK. We’ll be implementing an 8 step approach which we’ve tested across different sectors to deliver on their objectives – we can’t wait for you to see the results!

Kirstie Cawley, Bishop Burton’s Director of Marketing commented on the partnership, saying “At Bishop Burton, we’re passionate about supporting the next generation with our range of specialist, technical courses. With Arke’s support, we are so excited to be able to promote our programmes even further.”

“With Arke’s vast experience and results-driven approach, we know that they are the perfect partner for the job and we can’t wait to see the results.”

Our Head of Development, Sam Massink, said, “it’s fantastic to be working with such a forward-thinking college, with so much on offer to students. We look forward to working closely with the Bishop Burton team going forward and to produce some great results for them.”

We’ve already started work on Bishop Burton’s campaigns, so make sure to check in on our LinkedIn for all our latest news and updates.

Mallorca, Mexico or Montenegro? Wherever you or your audience loves visiting, you can now use people’s vacay preferences to inform your targeting strategy. Introducing Snapchat’s latest feature: Dynamic Travel Ads. Ready for your ads to take off? It’s time to jet-set to success. Here’s everything you need to know:

What are dynamic ads?

Dynamic ads are flexible banners that change their content based on the user they’re being served to. This means you make your ads even more personalised to your audience, increasing the likelihood of conversion.

Who can benefit from dynamic ads?

Travel agencies, retailers, auto dealerships, hotel chains or food delivery companies can all benefit from serving dynamic ads. If that’s you, or you simply want to learn more about the update, keep on reading!

What does it do, exactly?

The new update will help you advertise your business better on Snapchat by allowing you to retarget users who have been to your site before, advertising based on their hotel preferences, destinations and flight routes. You can also:

Reach audiences who haven’t interacted with your brand before. With high-tech machine learning, sit back and let Snapchat serve ads to users based on travel interests and the popularity of listings and destinations
Drive bookings with locally-relevant retargeting. With the update, you can deliver the best, most-relevant travel ads for audiences. For example, you’ll gather a better understanding of where your customers are keen on travelling, then serve ads relating to the best villa, hostel or hotel for their travel style
How does it do this?

There’s visitor data on 49 million places in the Snap Map, enabling Snapchat to collate that data and serve advanced, locally-relevant adverts to holiday makers and keen jet setters.

Dynamic Ads utilise Snap’s pixel tracking to match user behaviours and Snapchat’s internal data and activity tracking. Basically, it improves tracking and, best of all, it does it all for you!

Why should you consider using Dynamic Travel Ads?

• Studies show that Snapchatters are more likely to travel than users of other platforms, making Snapchat the perfect placement to generate high ROI for your brand
• 76% of Snapchatters are planning on travelling to their much loved pre-pandemic holiday spots – offering a lot of retargeting information. With dynamic ads, you can encourage them to use your services over your competitors
• Gen Z and millennial Snapchatters are 37% more likely to book travel after being served a travel ad. With Dynamic Travel Ads, you can make it even easier to convince them that they need a holiday this year. After all, who doesn’t?

Are there any other cool new features?

Yes – Snapchat didn’t stop at Dynamic Travel Ads; they’ve made it even better by introducing a ‘Location Aware’ catalogue that further personalises ads. This feature allows you to add information about latitude and longitude to tailor your message or offer to wherever your audience is in the world. Now that’s relevancy at its best.

Does it work?

Absolutely – when using Dynamic Travel Ads in beta testing, Etihad Airways reduced their cost per flight search by 4 times and saw a 307% increase in ROAS compared to the results of their other ad campaigns. Want to do the same?

What do you need to do?

Remember that Snapchat is a unique platform, and your dynamic ads need to reflect the format and style of Snapchat ads. Always be creative in your approach!
If you’re not already advertising on Snapchat, try it out. Put a little budget into split-testing your campaigns and see the results for yourself!

Talk to us about what you want to achieve – we’ll get you set up and shoot your Snapchat ads into the skies (literally and figuratively).

That sweet scent of partnership is breezing through the office right now.

New client alert

Arke is proud to announce our partnership with Shay & Blue, the fragrance company putting the natural and the individual at the forefront of their aromas. With a rooted affection for diverse and distinct fragrances, Shay & Blue intertwine inclusivity with eco-friendliness, creating scents aimed at everyone.

Our results-driven approach has led to this blossoming relationship. We’ll be devoting our time to nurturing, enriching and sustaining Shay & Blue’s zestful personality and transparent values of community.

Commenting on the partnership, Paul Lumley, Managing Director at Shay & Blue, said: “We couldn’t think of a better partnership to support us in taking Shay & Blue to the next level. Arke Agency appealed to us on every level, from their refreshing approach to transparency, and a strong focus on driving results, Arke’s core values and mission aligned with our own.”

“It is important to us that we work with companies that embody our core beliefs, and with Arke, we can trust that the juicy, clean and kind message stays at the heart of our brand. We look forward to working closely with the Arke team and seeing the results in action!”

“We’re thrilled to be working alongside a team whose passions and projects embody our own desires to springboard diversity and environmentally-charged changes in advertising. The grapevine of creative potential has our team eager to shape a narrative that explores the unspoken connection between ourselves and the world around us.”

Steph Noble, Founder at Arke

We can’t wait to show you what we have in store for Shay & Blue’s upcoming campaigns and products, so be sure to check in on our LinkedIn for all our latest news and updates.

Sustainability is all about meeting our present needs without compromising the needs of future generations. Not only is this imperative regarding our lovely blue planet, it’s essential if you want your brand to be respected and rejoiced by audiences.

Today, we’re highlighting why it’s now more important than ever to be environmentally considerate with your branding, products and values. Time to go green or go home!

So, what actually is sustainability? 

In a nutshell, sustainability means reducing natural resources to maintain ecological balance. For all you marketers and creatives, that means minimising your use of non-reusable materials that can cause damage to the earth.

The importance of sustainability has gained more traction over recent years. The climate crisis has spurred people into action to look after our world.

Eco-friendly advertising doesn’t just reinforce these changes; it also shows your brand is willing to change with the times.

Consumers can relate to companies that care about the planet, so they are more likely to buy from brands that take action to protect the environment. In fact, 60% of consumers rate sustainability as a key factor that influences their purchasing decisions.

So, where’s a good place to start? Packaging! A major player when it comes to problems in advertising – so what can you do to make sure plastic is a thing of the past?

Plastic pollution – what’s the problem?

Pretty much everything comes wrapped in plastic. An immense concern concerning sustainability, plastic pollution has many negative impacts on the environment, such as killing wildlife and making its way into food chains through micro-plastics.

Plastic pollution is becoming a huge conversation for audiences, with most people wanting to buy from brands committed to being as sustainable as possible.

Single-use plastic packaging isn’t biodegradable, usually ending up in harmful piles of WALL-E looking landfills. From landfills, plastic can make its way into the ocean, ending up being eaten by sea life – which shouldn’t be on their dinner menu.

This is harmful to not only the animals in the sea, but it could potentially mean that we may ingest microplastics into our bodies by consuming fish. Yes, it’s that bad!

Over half of the world’s single-use plastic waste is produced by just twenty companies. That may sound bad, but if these brands can change their ways and reduce the amount of single-use plastic used, we can reduce plastic pollution by up to half of the amount currently produced.

If your brand is keen to create campaigns for OOH or physical products – here are some tips and tricks to make sure what you make keeps things leafy.

Putting the eco in advertising 

In The 2021 Buying Green Report, surveys showed that “57% of consumers are less likely to buy products with packaging that is harmful to the environment”.

It’s in your best interest to package products in sustainable materials. It’s great for the environment and a grand way to engage with more customers. Here are some examples of how to eco your advertising:

• Recycled packaging

From glass and card to metal and paper. It may sound obvious, but making sure your packaging products in reusable material will decrease your brand’s carbon footprint.

• Corrugated Cardboard 

The most common material used for packaging is corrugated cardboard. Whenever a delivery from Amazon appears, or you need a box for the big move day, it’s corrugated cardboard.

The great thing about corrugated cardboard is that it’s eco-friendly and extremely durable. It’s a win-win for marketers wanting to ship safely to customers.

• Plant-based compostables 

Plant-based packaging is made in part or entirely out of organic matter. For example, sugar cane or corn starch are biodegradable, naturally dissolving over time.

There’s still a lot of work needed to perfect plant-based packaging, but we’d recommend keeping it on the radar – especially if you’re marketing for food-lovers.

Follow in the right footsteps. 

There are plenty of brands embracing sustainable packaging with their arms out wide.

Pela is a fantastic brand that positively displays its passion for sustainability. Plastic phone cases contribute massive amounts of waste, resulting in those dreaded landfills filling up.

Pela eliminates this problem by selling a phone case that will break down when disposed of. Their packaging comes from 100% recycled and recyclable paper.

A core value for Pela’s is that “Products should go back to the earth in a natural cycle”. On Instagram, they have 555k followers, proving people have a positive reaction toward Pela due to their commitment to helping the planet.

Your brand values are the first things to consider; you want audiences aware of how you’re willing to make a change. What’s more important is you then act upon these values!

But try to avoid this… 

Coca-cola is a brand that produces 2.9 million tonnes of plastic per year. The brand recently ran a campaign to increase the recycling efforts of its products. Coca-cola aims to make all of its packaging 100% recyclable by 2025 and 50% recycled material in packaging by 2030.

Good, right? Well… There have been quite a few negative reactions to the campaign. On Youtube, a viewer commented:

“Recycling ads (like this) are corporations’ way of blaming plastic waste on their customers who don’t “recycle”. Maybe corporations should be held accountable for releasing tons of plastic into the world in the first place?” 

Only about 9% of all plastic ever made has likely been recycled. Perhaps recycling is no longer sustainable? Brands should be moving away from packaging that can be recycled and towards compostable packaging.

It’s crucial that when you preach for change, you follow the correct steps in making it a reality. Make sure your values and campaigns follow the CMA’s Green Claims Code and don’t end up greenwashed!

Key Takeaways:

• Eco-friendly advertising isn’t just a fantastic way to improve our world; it shows that your brand can help lead the conversations for change.

• There’s a garden centre’s worth of reusable materials out there for you to get creating with. From corrugated cardboard to plant-based compostables, it’s time to look into new ways to package your products.

• Keep to your claims! Advocating for change is one thing; following through is the essential part. Make sure your values, stats and creative truthfully reflect the content you’re creating.

The grass will get greener!

Eco-friendly produce doesn’t mean creativity has to be as bland as the cardboard straight out of the box. In fact, it provides you with the opportunity to think outside that box. 

There’s a ticking clock for brands to change – you can’t put it off forever. And with audiences responding negatively to brands avoiding the problem, why take the risk?

If you’d like advice on how to advertise in an eco-friendlier world or want to supercharge your creative campaigns so they’re as green as can be – contact our creative team now.

TikTok has launched its all-new interactive marketing tool – TikTok Insights. So, what can it do for your brand and the amazing TikTok ads you’re making?

With a sweet selection of filters and features at hand, Insights is an absolute must for marketers wanting to spice up their strategies. Let’s see how!

What is TikTok Insights? 

TikTok Insights is a new feature that allows marketers to filter, categorise and analyse specific data taken from TikTok and understand what’s working well with audiences.

If you have a thirst to filter down, Insights offer a range of categories marketers can specify in their search. For example, you can monitor specific audiences, such as Gen Z and millennials, or even geographical locations.

Take this, for example. TikTok Insights gathers tons of data to show marketers how engaging your content could be if you cater to these behaviours or emotions.

TikTok Insights works similarly to Meta’s Insights to Go, another analysis tool highlighting key data points on Facebook. So a quick glimpse over there could make all the difference.

Whether you’re looking at specific industries or looking for some show-off stats for your presentation, Insights is the place to be if you want to understand how audiences are engaging with content.

Which boxes do TikTok Insights Tick(Tok)? 

Your social media strategies will differ depending on the platform you’re using. What works for Instagram may flop on TikTok, so it’s good to know what and who your ads are for before jumping in.

By using Insights, you can inform, plan, and guide your strategies, so they align with already engaging content on the platform. That’s what we call native advertising!

Additionally, Insights gives you a perspective on what’s currently trending. Which TikTok influencers are carrying the conversation? Which hashtags could your brand engage with right now?

If your marketing goal is to engage with trending topics and build up your brand’s online identity, knowing what already works will make the pre-production of campaigns a breeze.

It’s not ticking perfectly yet…

However, TikTok Insights has only just launched, so we’re bound to see a few cracks and crinkles with its analysis.

As of now, the database for insights isn’t exactly expansive, with many data points popping up in different categories. It’s not super specific, but it’s also very early days.

We’d recommend using Insights to the best of its capabilities whilst also utilising other social listening and monitoring tactics until Insights reaches peak performance.

Why should you use TikTok Insights? 

There’s no doubt about how humungous TikTok is. According to a recent report conducted by App Annie, TikTok is projected to exceed 1.5 Billion users in 2022.

With TikTok Insights, that number becomes less daunting with the ability to break down and analyse what’s working for specific communities. So, if you’re unsure of the right social media strategy for your content – Insights is the best place to start.

But remember! Don’t put all your eggs in one insightful basket; be sure to gather sufficient research and make informed decisions.

We have a blog all about supercharging your business for TikTok in 2022 – click here to read right now! 

We’ll update you on all things TikTok on our LinkedIn. Until then, if you’d like further insights as to why TikTok is the perfect ad space or want advice on creating solid social media campaigns – contact our team now.

Inclusivity across marketing is crucially needed. As the world of advertising increases, so does the need to make sure people are heard and represented properly.

Not just regarding the content you create but also for those behind the scenes doing the creating. But where do we start when trying to make a change? How can you improve your corporate social responsibility (CSR)?

Today, we’re giving you our top tactics that make sure your brand is doing all it can to include and engage everyone.

Put inclusivity inside the office

Before you even begin thinking about the content that needs creating, think about the creators behind the branding.

Did you know that in the US in 2021, 78.7% of those working in the advertisement industry were white? If the goal is to get your campaign feeling authentic, you’ll need more authenticity throughout the process.

It’s essential that you can hear a variety of voices within a company. If not, campaigns tackling societal topics can become misrepresentative or feel disingenuous.

If you aim to reflect the audience’s inclusive ideologies, you need a rich background of individuals contributing to the project. There are plenty of people waiting to have their moment in the spotlight!

Try not to follow in the footsteps of Channel 4, whose recent privatisation efforts have led to fears of unheard voices continuing to go undiscovered. For further insights into that, check out this blog.

As Warren Moss, CEO of Demograpia, states, “In order to reach and resonate with those diverse audiences, you need a diverse output. And that’s impossible if you don’t diversify the creative and strategic team that comes up with the campaign in the first place.”

Get bettering at networking

Perhaps problems with inclusivity come from a lack of interaction with diverse and unconnected communities.

Take a look at LinkedIn or the networking sites you use to interact with other marketers or brands. Do your contacts share similar qualities? Expanding your network and engaging with unfamiliar cultures can broaden your knowledge and presents your brand as un-biasedly welcoming.

Additionally, it’s also valuable to chat with the haters. Perhaps you’ve made some mistakes along the way and are seeking to improve your process. Admit to your mistakes, and work on doing better.

Try talking to people who have issues with your brand. It could potentially lead to insights you were unaware of, or even better, committing to changes and re-nurturing those users.

Be Exclusively Inclusive

Lastly, let’s look at the content itself. Inclusive advertising is challenging because it’s hard (almost impossible) to include everyone. And this problem is more significant when you consider that a core element of advertisement is selling something “exclusive” to your brand.

Of course, there are practical ways to improve this, such as casting choices for your content or widening the scope of your influencer sponsorships. However, finding a message that resonates with everyone isn’t as hard as it may seem.

For example, take Burger King’s “Have it your way” or BT’s “It’s good to talk”. These values don’t cater exclusively to specific people; they’re generalised and include everyone. If your campaign doesn’t have to rely on contextual topics, why throw more flames onto the fire?

It sounds weird, but putting inclusivity on the sideline (but still maintained) can actually strengthen it.

Mike Alhadeff, a senior strategist for AMV BBDD, states, “These are ideas which have the ability to appeal to anybody, no matter their sex, creed or disability, but don’t necessarily feel the need to show a mirror up to society.”

Perhaps if you want to aim for an inclusive audience, your values should focus on ideas which resonate with humanity, not specific groups.

The Key Takeaways

• Inclusivity comes from within. It’s not enough to preach diversity and togetherness – you have to include those voices within your content. An inclusive brand emphasises and validates your genuine passion for change.
• Spread those messages far and wide. It’s essential to step out of your comfort zone when networking; you can’t keep talking to the same people. Whether it’s for feedback or potential new leads, expanding your network invites more people into your world and you into theirs.
• Don’t shout for the sake of it. Tokenism is a very serious issue and can potentially cause more harm to your brand than good. Sometimes, the best values are the uncomplicated ones everyone can appreciate.

Ready to make a change?

We’re all trying to learn and expand our marketing. Inclusivity is a gigantic topic that will only improve if we start acting upon the issues.

From the workplace to the content we create, inclusivity shouldn’t feel like an extra addition to consider – it should be naturally occurring.

This topic is extremely expansive; we still have many areas to tackle when discussing inclusivity, such as web design, accessibility and user experience (UX) – which you can read all about here.

We’ll be joining in on the conversations about inclusivity again soon, so be sure to keep an eye open on our LinkedIn page for updates!

Until then, if you’d like further insights into how inclusivity could affect your branding or want help in bettering your brand values – contact our marketing team now.

If you’re eager to get marketing in the entertainment industry, the video game sector is the perfect place to begin. Today, you don’t need a fancy system to get gaming – all you need is a phone.

With a global value of over $300 billion and an enormous audience of 2.9 billion players worldwide, game marketing is bigger than Bowser himself.

So, what tactics can you take to make your ads an A+ player in the game world? Arke has the cheat codes to success right here!

Tap to win? 

If you thought mobile marketing had reached its peak, think again! One of (if not the) best ways to break into game marketing is through mobile monetisation.

Through a detailed report conducted by Meta’s gaming division – their findings showed sustained growth in audience numbers for the small screens. From 2020 to 2021, the UK saw 8.6 million new mobile gamers – a 50% increase from the previous year.

And it keeps getting bigger! By October 2021, there was a 42% increase in new gamers in the UK alone. The boost in numbers is likely due to the lovely lockdown; however, there are no signs of engagement starting to drop just yet.

At an all-time high, mobile gaming is the essential place to be targeting new customers. However, the mobile gaming environment continuously increases in content at sonic’s speed. Where and who specifically should you be targeting?

Insert Genre 

If you were to go off stereotypes, there are 2 types of gamers: Mountain Dew drinking teens playing the latest Call of Duty and grannies stuck on level 10,000 in Candy Crush. However, this is far from the actual demographic.

The age distribution range (18-34 years old) of new gamers is 42% in the UK. This means the overall majority of emerging audiences remain younger than established players.

So, If you’re already using marketing best practices for younger or Gen Z audiences (such as on TikTok), the demographic isn’t so different.

However, the types of games they’re playing are changing. The hottest genre in mobile gaming right now is hyper-casual games, which tend to be easy pick-up-and-play games with straightforward mechanics.

Think Candy Crush and the ongoing hype around Wordle. For example, in Q4 of 2021, Race Master 3D gained an insane 47 million downloads worldwide. Cookie Carver: Life Challenge (a Squid Game inspired app) came in second with 46 million.

These games make waves due to their simple, quick, engaging methods – similar to how your ads need to be (we’ll get to that soon).

A great practice to take note of is researching influential and community-engaging publishers for hyper-casual gaming. If you know what a developer is working on or soon releasing, there’s a good chance your ads can appear alongside the game.

But remember, like all areas of synergy regarding marketing, make sure the brands you collaborate with are producing content that aligns with your own values. At the very least, the developers should be well-received within the gaming community.

Level-up your ads 

In a world full of microtransactions and NFTs, you’d think user interaction would also shift alongside it. Think again, again!

Though in-app purchases continue to barrel-roll across mobile games, audiences aren’t keen to splash the cash on them.

In fact, 49% of new gamers prefer ad-supported content above any other monetisation method – a win-win for brands looking to make it big in the world of gaming.

So, we know who the gamers are and what they’re playing. Now, it’s time to grab a power-up and supercharge your ads to the max. But how?

Here are our top choices for mobile gaming ad formats in 2022:

Video Ads: 

Due to the active nature of gaming, video ads pairing with mobile games is a match made in heaven, much like Chief and Cortana.

Demonstrating your product to users in a visually appealing way is much easier when content isn’t static. Get creative with your video ads and integrate them into a trending game people can’t stop playing.

Banner Ads: 

Banner ads anchor to free space above or below the game. They can take the form of text, images or videos and can show up at the beginning, end or throughout a level.

The great thing about banner ads is that A: they’re super easy to implement, and B: they’re ads that will maximize your content’s exposure without interrupting the user’s experience.

If you’re interested in banner-based ads, Google AdMob has a “smart banners” feature that automatically adjusts banner size to adapt to different devices, making mobile optimisation easy peasy.

Playable Video Ads:

Playable ads were voted the most effective in-app ad format by agency professionals. It’s a given, but integrating playable ads into games creates an association between content and campaign.

Playable ads have a “try-before-you-buy” quality, which can lead to a lower churn rate for your product as users engaging with your content have already set expectations.

Rewarded Video Ads: 

Rewarding users who interact with your campaign is a 1st class tactic to increase user engagement whilst boosting awareness of your brand.

According to Google, “rewarded ads generally have the highest eCPMs across ad formats as advertisers see increased user engagement and unprecedented performance.”

However, this approach will only succeed if your rewards are worthwhile. Research into the game you advertise on; do they have a life count? If so, why not reward users with an extra life if they watch your ad.

Level 2

What’s next in the mobile gaming world? Based on the insights from Meta, things have already started changing in terms of user interests.

With the rise of augmented reality (AR) and the Metaverse, audiences are starting to branch out and interact with more immersive content.

Additionally, ad-based subscription tiers (AVOD) within the film & entertainment sector have begun to skyrocket. Could we see these subscription tiers slot like a Tetris block into larger gaming services?

We’ve mainly covered mobile game advertising today, but there’s still a ton to cover in the gaming world – from subscriptions to innovative technologies.

We’ll keep you posted on all things gamer on our LinkedIn page. Until then, if you’d like further insights into game marketing or want to perfect your ads and optimise their placements for maximum impact – contact our marketing team now.

The cost of living has gone up, but has customer spending gone down? In this blog, we endeavour to unpick the changing consumer behaviour amid a period of economic uncertainty. Meanwhile, we will be shedding light on what this means for brands and their approach to obtaining, and retaining, customers in 2022.

Let’s start off with what’s happening.

For various reasons; from Brexit to the pandemic and the climate crisis, prices are going up. In turn, shoppers are beginning to adopt an alternate lifestyle which matches their new spending power – and for most people, that means cutting back.

This is worrying for both brands and consumers. Brands are under pressure to manage consumer expectations while continuing to meet targets and drive growth. For customers, the rising cost of living has become one of their main concerns, and startlingly, people are now more worried about their finances than Covid-19.

The effect of rising costs has already taken a toll on consumer spending, with a third of people reporting reducing their spending, according to BritainThinks. And that trend is set to continue, with an expected £12 billion plummet in non-essential purchases.

Will brands be able to stay afloat during this period and will consumers stick by their sides?

Which sectors will feel the impact? 

Simply put, across sectors, most brands will feel the pinch. In particular, consumers are likely to become ‘more selective over their discretionary purchases’. To specify, food, petrol and streaming services are some of the biggest areas we expect to feel the pinch this year, alongside those luxury ‘treat yo’ self’ items.

Braze reported that 61% of consumers plan to cut takeaways this year and we’ve already seen streaming services lose out on subscribers, with a whopping 215,000 households cancelling their subscriptions in April.

Lucas Bergmans, brand marketing director at Cazoo, says ‘if inflation is here to stay, both in terms of consumer prices and media, we could see reduced consumer demand and higher prices for advertisers to reach smaller audiences.’ This causes speculation about how brands can get smart with their budget, their value proposition and their messaging to make sure profits don’t drop.

What does this mean for brands?

Who will miss out and who will take advantage of the situation?

We predict that very few sectors will breeze through the crisis without noticing the impact. While you might think that startups and SMEs would notice the impact most, brands across the spectrum (from startups to large corporations) are feeling the pinch – not just challenger brands.

Netflix’s subscriber count slowed down in Q1 of this year, taking only a 9.4% share of the new SVOD subscriptions. While this isn’t a deficit, it is a decline in growth, and it certainly has shaken up their subscriber streak.

And what about new and emerging brands?

For new and emerging brands, the crisis provides opportunity. While there’s more competition between brands than ever, we expect that community spirit and #supportlocal initatives, catalysed by the pandemic, will hold strong.

During the Covid-19 crisis, consumer mentality shifted and 53% of global consumers believed that shopping local was more important than before. If this trend continues, businesses should still be able to reach consumers in their local communities during the cost of living crisis.

The pandemic also sparked a renewed approach to business for budding entrepreneurs. New businesses cropped up left right and centre during the pandemic, with people finally finding time to sit down and launch their business idea, to people making personalised gifts on their very own Etsy shop.

In 2020 in the US alone, 4.4 million new businesses surged – a 24.3% increase from the previous year. This leaves us wondering how many start ups will take advantage of this financial situation to bring their concept to life. If that’s you – get in touch to talk about how we can support you.

And we’re not just speculating – we’re already seeing brands take on the challenge. In fact, many emerging brands have come to market with unique value propositions that aim to challenge well-established enterprises. More than 340,000 SMEs were formed in the first quarter of 2021, 32% more than in the same period in 2019. Needless to say, with challenge comes opportunity.

So, what can you, as a brand, be doing to stand out from the crowd and engage people amid the crisis?

1. Focus on your values 

Instead of slashing prices, skyrocketing advertising budgets or drastically changing your marketing and advertising strategy, understand why your customers love you. It’s now more vital than ever to differentiate yourself from your competitors and leave no doubt in the consumers’ minds as to which brand they stand by.

By leaning heavily on your value proposition and your CSR (corporate social responsibility), you’ll be able to re-engage your audience with what drew them to your brand in the first place.

Did they love your ethics towards sustainability, your contribution to your local community, your efforts to promote inclusivity or the quality of your products or the personalisation of your services?

Find out what makes your brand unique and then run with it. Especially when it comes to ethics and CSR, people bought into your brand for those reasons and, unless their ethical standpoints have changed, they’re likely to stick by you if you live and breathe those values.

2. Consider deals and promotions

Although we advocate consistent brand values as a mitigation strategy, especially when it comes to retaining your current customers, we’re not denying that deals will interest and entice new customers.

Remember that promotions need to be sustainable. If you’re slashing prices one week and then increasing them the week after, you’ll only reap short-term benefits. How about providing a budget range for your products or services to show your support?

And if you can’t provide price cuts, how about a loyalty program that allows your customers to build up credit or win freebies?

3. Nurture your current customers

While every brand endeavours to acquire new customers, don’t forget about your current customers. We predict it’ll be harder to acquire new customers in this financial tumult, so cherish your current customers and reward them for their loyalty.

If you can’t provide discounts, deals or loyalty schemes, how about free resources? Take Microsoft for example, who offered free digital training courses during the pandemic so people could emerge into a new digital-first world of work armed with the perfect skill set.

And speaking of examples, let’s outline one not to follow. OVO energy fell short when they advised their customers to hug their pets to stay warm amid rising energy bills. Yikes! It goes without saying that joking about the crisis is insensitive and will, without doubt, negatively impact the perception of your brand.

4. Communicate openly with your audience 

Instead of making drastic changes without reason, communicate honestly with your customers as to why, and listen to their feedback. The more data you can build up about your audiences’ sentiments, the better you can tailor your messaging and your marketing strategy to meet their needs while navigating this new environment.

And when communicating, communicate with empathy. The rising cost of living looks different to everyone. Don’t assume the situation your audience is in, but reassure them of your efforts to reduce the impact of rising costs.

What does the future hold?

Will the cost of living go down or will it continue to increase? For now, the future is uncertain. But what we do know is that brands need to stick to their values and communicate these to their audience if they want to emerge from the crisis with brand advocates by their side.

At Arke, we have three core values: be real, be curious, be bold. Our values will continue to translate into our ethos amid this rising living cost crisis. We encourage brands to implement these values into their own strategy, and here’s why:

• Be real: Don’t brush the truth under the rug – be honest about why your prices are changing and find ways to support your customers, so they continue to support you.
• Be curious: Talk to your customers and understand how they are feeling, then tailor your approach to address their concerns.
• Be bold: Don’t be afraid to take risks with your advertising strategy, despite it being a tumultuous time. Test out different ad placements and budgets.

If you’re struggling to create advertising and marketing campaigns that attract new customers and continue to engage your current client base, get in touch. We are experts in reducing ad spend while maximising impact.

Welcome back to our hero campaign series, where we ask the question – how can your ad become a classic?

When we talk about ‘hero’ campaigns, we’re referring to those ads that stand the test of time; they just never get old.

But what makes a great campaign? Is it the gorgeous design and art direction? Maybe the catchy jingle that sticks in your brain? Or maybe, it’s a simple word that hooks the audience in?

Today’s topic is language – the lingo you should be using so your ads and campaigns engage and engrain themselves into the audience’s minds in all the right ways.

So, pens at the ready! Let’s look back at how brands have used language to supercharge those ads into legendary status!

A formal request

Finding the right-fitting formality for your ad can be challenging. Do you take the safe route and address your audience politely, or do you risk it all and have fun with the informalities?

Your ad needs a personality, one rich across all aspects of a campaign. In fact, 33% of surveyed audiences say a distinct personality is what makes a brand stand out. So, how can you achieve this through language?

What does your brand seek to achieve; does it aim to inspire, educate, or entertain? Defining your brand’s personality is the first step to curating copy that works.

Well, sometimes, the best way to connect is through sheer silliness – which was the exact tactic for the now-iconic 1999 Budweiser commercial – WHASSUUUUP?

First airing on Monday Night Football (a rather smart placement), the ad encaptures the brand’s tone whilst respectfully embracing their key demographic. The informal catchphrase, though silly, feels genuine and highlights the value of spending time together with friends.

It’s rare to see one exclamatory question make such an influential wave. The catchphrase has become a pop-cultural sensation, appearing in popular media such as The Simpsons, The Office, and Scary Movie.

However, it’s even rarer for an ad to shape the way we converse with each other through our day-to-day. Whassup is not only a catchphrase; it’s now a common way in which we ask the question, “how’s it going?”

There are slogans and catchphrases everywhere you look, and it’s hard to cut through the noise unless you’ve thoroughly thought about your copy. The average consumer see’s up to 10,000 brand messages a day, which can undoubtedly lead to a lack of engagement. So how can you avoid this?

Keeping your language informal, expressive and relatable brings a human element that cuts through and gets straight to the point – like having a bevvy with boys. Don’t be afraid to let out your absurd side (if it fits your brand, of course!)

You talkin’ to me?

I’ve given up on rhetorical questioning; what’s the point, right? I’ll see myself out.

Rhetorical language is a next-level technique when it comes to engaging audiences and tempting them to purchase your products.

When you ask your customer a rhetorical question, it creates a continuous circle inside their mind, a loop that will keep going until that question finds an answer. If you play it right, that answer should be your brand!

In 1984, Wendy’s did that with its famous tagline, “Where’s the Beef?” which cleverly raises the question and immediately answers it.

Sure, the image of 3 grannies confused and screaming at customer services down the phone is funny on its own; but the tagline is what grabs the audience’s attention.

Wendy’s took the bold decision to target other fast-food companies whose beef quality was lacking in quality and size. The question digs into the audience’s brain – “hey, where IS the beef in my burger?” and the answer follows – “I guess Wendy’s has the beef!”

It sounds insanely straightforward, but sometimes a simple question can go a long way. For example, “Got Milk?” (1993) also asks a simple question, yet the campaign became another pop phenomenon whilst milk sales rose across America.

There are a couple of things to take away from this campaign. Firstly, questions don’t need to be long-winded or insanely niche. If they pack a punch or answer themselves, they’ll be an essential tool in the tagline arsenal.

Secondly, corporate research is a fantastic place for inspiration. Wendy’s tagline works because it answers the consumer’s needs at the time. A great rule for language (and campaigns in general) is catering to audience pressure points – be the voice that raises this issue, then solve it!

Verb the right way

What’s a wonderful way to persuade your audience to follow the funnel and answer those calls to action? By using words with actions, of course!

Verbs take on many forms, from linking points to helping a sentence find its structure. However, on the topic of marketing, they spice up your language and add some flavour to your slogan sachet.

I might be cheating a tad here, but it’s impossible to talk about verbs, advertising and the GOATS without referring to the vast and famous taglines that use verb-first techniques.

Take Nike’s “Just Do It”, for example – it doesn’t BS; it jolts the audience to take chances and go the extra mile (quite literally sometimes). Verbs can elicit a strong response when they’re imperatively strong themselves.

Apple’s “Think Different” campaign is another example of how verbs persuasively create a CTA. The slogan challenges the audience to step outside the box and get creative. Again, the verb’s role here is to instruct – it doesn’t ask the audience; it tells them.

Remember, you don’t have to fluff up your copy to make an impact; the boldest word can turn a weak slogan into a strong one.

It’s also important to remember gerunds. Put simply – gerunds are the “ing” at the end of a verb. Imagine these slogans with gerunds, “Just Doing It”… Sounds a bit weird, right?

However, if we look at McDonald’s “I’m Lovin’ It” slogan, the gerund adds something special to the menu. It presents Maccie’s food as continuously good; you don’t just love chicken nuggets – you love endlessly eating them (no judgement, me too).

Verbs can make or break a campaign. They can be short and striking, create a continuous CTA from the consumer, and from time to time, end up as iconic as the product itself.

To be continued…

The world of language and writing can be extremely intimidating at times, with so many rules and grammatical forms to keep up alongside.

However, the best practice is to keep writing! If a slogan isn’t working, play around with its wording. As a good starting point, we recommend reading your content (no matter the length) out loud to get a feel for the issue.

Remember, there’s a reason why pencils come with rubbers – because we need to make changes. Writing and language style are ongoing processes and takes time to perfect, but with each word comes great training.

If these amazing commercials can utilise engaging language – you can do it too! And with social media platforms such as TikTok and Instagram more relevant than ever, your sweet slogans will be trending in no time.

We’ve been very wordy today, so if you’d like a change of topic, then check out our blog on how other A+ campaigns have continued to glitter over the years. Don’t worry – we’ll be returning to the world of language in another copy-related blog soon!

There’s still a lot to cover if you want to be a writer for the ages. Keep up on our LinkedIn page for all our upcoming blogs about creative, copy and world-changing campaigns.

Until next time, if you’d like help supercharging your slogans – contact our creative team now.

Channel 4, once a public service broadcaster, is in the midst of going private. So what does this mean for independent filmmakers, actors and production companies?

Channel 4’s website clearly states its overarching social mission:

‘We aim to create change in the wider world through all of our activities: from TV, to streaming, social media and film – and our day-to-day roles at Channel 4. It’s the impact that Channel 4 has on society, on viewers, on British culture, on the creative industries and on the wider economy.’

As talks of privatisation swoop through the UK, a persuasive wave of potential buyers could change how Channel 4 operates and the content it puts out.

This news is hot off the press, and while we don’t know who will purchase the channel, nor the exact changes they will make, the story has already sparked public debate.

Let’s take a look at Channel 4’s history – and how changing hands from public to private might impact the entertainment sector in the UK.

The history of Channel 4

Set up by Margaret Thatcher in 1982, Channel 4 aimed to challenge the norm. Its remit aimed ‘to stimulate the independent production sector, drive innovation in broadcasting and to commission programmes that showcase Britain in all of its diversity and to stimulate debate.’

Ever since, Channel 4 has been an excellent public service broadcaster, providing universal, free access to quality content.

What’s made Channel 4 unique is it’s powered solely by advertising, meaning that it’s commercially funded but publicly owned. Channel 4 argues that this approach allows them to champion diversity at the heart of everything it does, with ‘universal content reflecting the interests of different communities across the UK.’

Now, the government has decided that Channel 4 will go private. UK Culture Secretary Nadine Dorries stated that public ownership impedes Channel 4’s reach and puts it at a disadvantage to streaming giants like Netflix and Amazon. However, a lot of people have concerns about the impact the change will have on the taxpayer.

The prospect of overseas companies taking over Channel 4 is likely to alter the content we see on the channel. Channel 4 currently works with 300 creative companies across the UK every year. Sharing this market worldwide will diversify Channel 4 but also lead to less visibility for those in the UK.

The future is uncertain

The announcement has stirred major disruption, as the reasoning behind the switch from public to private is seemingly money-motivated. Shocking.

Bectu, The Broadcasting, Entertainment, Communications and Theatre Union, has coined this switch ‘cultural vandalism’, highlighting fears regarding the impact on jobs, particularly for those in the creative sector.

Those with shows on Channel 4 are as equally unimpressed with the announcement.

Derry Girls actor Saoirse-Monica Jackson has expressed her fears that undiscovered talent will continue to go undiscovered with Channel 4’s privatisation. Additionally, Location, Location, Location’s Kirstie Allsopp stated: ‘profit will be king and the passion & inclusion of Channel 4 will be lost.’

So, what does Channel 4’s privatisation mean? In a nutshell, privatisation threatens their commitment to buying programmes from British TV production companies to support British citizens.

Privatisation will also allow overseas broadcasting companies to buy the channel and turn the platform into a paid-for subscription service, making it less accessible for audiences who have financial concerns.

Is privatisation an ethical move for Channel 4?

While Channel 4 was initially set up to shake up the entertainment industry, give voice to communities, provide universal, free access to shows and champion budding talent, privatisation threatens the Channel 4 ethos. Additionally, there are concerns that the channels’ core values are being altered in a bid to put profits above their social responsibility.

However, although most opinions on Channel 4 argue that privatisation isn’t the right move, some believe that privatisation is the way forward.

The culture secretary argued that ‘the tools and freedom to flourish and thrive as a public service broadcaster long into the future’. The Drum’s editor-in-chief Gordon Young agrees that the ‘Channel Four model is no longer sustainable – it lacks scale’. He also argued that a partnership with another TV company might allow Channel 4 to benefit from improved marketing, distribution and cross-promotion.

Why should Channel 4 not be privatised?

One of the key arguments for privatisation has been the scalability and its ability to compete with other streaming services. However, Channel 4 isn’t doing all that badly. In fact, user stats are up, and UK citizens love the content, so why change it?

Channel 4 claims to reach more 16-34-year-olds than any other commercial broadcaster across streaming and TV. And through Film4, the broadcaster has produced 138 Oscar nominations and 35 wins over 39 years.

And if that wasn’t successful enough, over 24 million viewers were registered to Channel 4’s streaming service All 4 in 2020, with 1 billion programme views in 2020 and growing to 1.2 billion that same year.

The jury is still out on whether privatisation will enable Channel 4 to rival the biggest streaming giants, but is it worth sacrificing their ethics for media monopoly?

CSR plays a vital role in brand advocacy. In fact, 77% of consumers are more likely to use companies committed to making the world a better place.

With CSR playing such an important piece in the brand building and customer retention puzzle, we expect many will boycott the channel for turning to privatisation to put profits above people.

The silver lining

It’s not all bad news – if you’re looking for a silver lining, then it could be this:

According to the BBC, ‘certain conditions could be written into the sale – such as that Channel 4 must still spend a certain portion of its budget with independent producers, or show a certain amount of news per day, or make a certain amount of programmes outside London.’

At Arke, we hope that Channel 4, whether private or public, will continue to make content that empowers communities and gives voice to those who need it – actors looking for their first break, uncovering taboo topics and production startups that wouldn’t get a look-in otherwise.
We champion small, UK based companies. So if you’re a production company looking to give your movie the visibility it deserves, then get in touch – we’re advertising experts.

How many of us watch traditional TV in this day and age? Or is it simply a big screen for all our streaming needs?

Connected TV, also known as smart TV, is TV that comes integrated with the internet, meaning users can use their TV as they would their tablet, laptop or mobile phone. And that includes streaming videos, like YouTube.

In this blog, we’re going to be primarily exploring YouTube’s place in connected TV and how it’s boomed since the pandemic, almost threatening to overtake traditional TV. Bye-bye Freeview, hello streaming!

Recently, YouTube launched in-app TV shows, raising the question, is time nigh for us to have one app for all of our essentials? Sure, it’s convenient, but where does that monopoly leave brands competing for a spot in the streamlight with only a small budget to play with?

Blurring the lines

How is streaming changing consumers’ behaviours and blurring the lines between media types?

YouTube’s Chief Product Officer Neal Mohan stated, ‘viewers are watching over 700 million hours of YouTube content on TV daily’ – highlighting how we’re only using our TVs as a medium to stream our favourite shows from somewhere else.

In fact, consumers are committed to this new way of video viewing. According to Forbes, 68% of view time is devoted to streamers, only 28% to traditional TV.

People are beginning to shift entirely to connected TV and cancel their pay-TV package, accelerated by the pandemic and changing behaviours amid lockdowns when watching videos was one of the few forms of entertainment available. We all got lost on YouTube at 3AM looking for random giraffe videos in lockdown, right?

But a key driver in this behaviour change has been technological developments. TVs have got smart; equipped to stream whatever consumers want – from Netflix to YouTube, Disney+, or even surf the internet. In 2021, 67% of UK households used smart TVs, up 10% from 2020 56% since 2014!

Why has the shift happened?

You could argue that younger audiences aren’t interested in traditional media – they want to watch when it suits them right there and then. And, of course, the pandemic was a catalyst for this changing behaviour.

But we’re also creatures of comfort – that means that if we can watch the shows we want, when we want to, then we sure will. And as technology shifts to accommodate these changing behaviours, connected TV will likely become the ‘new normal’ in video-viewing.

What does connected TV mean for marketers?

Better targeting

Advertising on connected TV and streaming sites blows traditional media out of the water in more ways than one. With traditional media, your ad spend is higher, given that you’re advertising to a large audience who you can target with fewer parameters.

Put simply, when people watch traditional TV, we know less about them. Whereas on social media – YouTube, for example, we can understand those users far better with tracking software like cookies or our Google Analytics dashboard. (Check out GA4 if you haven’t already.)

Through digital media, you can tailor your ads, direct them to your target audience and funnel your ad spend into the important places that matter most.

Better audience understanding

Once people have seen your ads, you’ll be able to map their journey – whether they visit your website, call you up or send an email.

Another key consideration is how the marketing and behaviour change with on-demand content streaming. The Trade Desk has already noted behaviour shifts, highlighting ‘the need for integrated, cross-channel strategies that are more targeted and that tightly control frequency’.

At Arke, we often use Video on Demand at the awareness stage of the funnel as video is more engaging than static ads.

According to a study by HubSpot, video drives 20% higher clicks than static image ads, making video a fantastic tool for building brand awareness from day to day. After this point, we recommend using other platforms when retargeting your audience – check out the funnel below for an overview of the platforms we recommend at each stage of the funnel.

But do people really want to see ads?

When watching YouTube on the small screen – laptop, mobile phone or tablet – viewers are in control of the ads they’re getting exposed to, thanks to adblockers, no matter how much budget marketers put behind their ads.

According to HubSpot – a whopping 63% of those watching YouTube do so without an ad blocker. This is good for those of us wanting to get visibility of our ads on the platform.

Studies also show that people don’t mind seeing ads if it means they don’t have to pay the premium price. If an ad-free version is readily available and easily accessible, they’ll be sticking with that option. In fact, according to WarnerMedia, “more than 40% of daily signups for HBO Max are on its ad-supported tier”. To save $5 a month – people are willing to watch advertisements.

So how can you get creative to quash the possibility of ad fatigue and still get your ads in front of your target audience?

• Native advertising – create ads that don’t stand out – but blend in. A study revealed that native ads gain 50% more views than banner ads. They don’t take away from the audience’s experience; they enhance it.
• Clever storytelling – consider how you can use sequential storytelling across your ads to enhance the viewing experience while reminding your audience of your brand.
• Rewarded ads – playable ads that reward a user for completing an action. For example, when it’s game over, the user can watch your branded video ad again for an extra life, meaning they can continue to play.

How should you be advertising?

There’s no doubt that digital is the way forward if you want to maximise your budget and get your brand in front of your audience. But the work doesn’t stop there, as digital advertising still has some way to go. What do you need to do?

Build trust with your audience

Getting people to buy into your ads on social media still depends on trust.

‘52% of social media users say that when a platform protects their privacy and data, it’s incredibly impactful on their decision to interact with the ads or sponsored content they see on the channel.’

So you’ve got to make sure to find a nice balance between ad bombardment and building trust with your audience – retargeting is a great way to go about this!

Don’t put all your eggs in one basket

YouTube advertising should be a part of your larger omnichannel strategy.

Here, an omnichannel approach refers to cohesive advertising campaigns that work across platforms. Are you wondering what else to include in your media mix for maximum impact? Get in touch!

Check-in with your retargeting strategy

Retargeting to those already aware of your brand can be a highly effective way of increasing conversions, as they have already engaged with some of your content, seen an ad or visited your website.

Digital advertising wins in this department, offering vastly improved options for retargeting versus traditional media, where there’s little data to go off when deciding who to retarget.

Is connected TV the end of traditional media?

Are you wondering, ‘is connected TV the end of traditional media?’ The answer is: not quite. Highly-anticipated events, such as the Super Bowl, always gather large groups who want to view the show live. And this year did not disappoint – 11.2 million people tuned into the big game.

And those people were exposed to nearly 70 ads. Streaming services even leveraged the event to promote their brand, showing how there’s some way to go until streaming becomes king of the TV jungle.

What set adverts apart during the Super Bowl was the creativity behind them. And we’ve written a blog all about the ads that made waves and those that flopped, which you can read here!

What about YouTube – are YouTube ads worth it?

Yes! With an audience of 50 million (and counting) in the UK alone, YouTube offers opportunities for audience engagement.

And given that 63% of YouTube users stick around for the ads, creating ads for audiences to watch at their leisure only adds to the user experience. Just remember, you’ve got to make your ads fun, engaging and part of the YouTube experience to avoid them turning to ad blockers.

And people are more likely to learn about new brands on social media – YouTube included. In fact, 55% of consumers learn about new brands on social media, highlighting the potential for brand discovery on the platform.

So if you want to boost your brand on YouTube or any other streaming service, our paid media experts have launched successful YouTube ad campaigns for our clients and are happy to advise on best practices- why not get in touch!

What makes an ad great? Even better, what makes an ad stand the test of time?

Is it a tagline? The celebrity cameos? The clean design for your eyes or jingle ringing throughout the ears? Maybe, it’s all the above or purely lightning striking in the bottle? Maybe, we’re asking too many questions…

In our new series of blogs, we want to break down why these ads are now considered hero campaigns – ads that make the biggest splash and engage (almost) all audiences.

The marketing world is exciting because we’re always learning something new, even from the already-analysed oldies and goldies.

Today, we’re going to illustrate why these campaigns are still respected for their unique marketing approaches, highlighting how we can use these techniques in the new era of advertising we’re heading into.

Get ready to take notes on the GOATS!

Diamonds 

When we think of the phrase “diamonds are forever”, you’ll likely think of Shirley Bassey singing the Connery-classic James Bond theme. However, these three words can be associated with one of the greatest slogans ever written for a marketing campaign.

Since 1948, De Beers has used “A diamond is forever” to entice audiences with the rarity and sentimental value an engagement ring has for consumers.

When we picture love, we like to think it’s eternal – and there’s no better way to set that in stone (literally) than with a product that lasts forever.

So how was De Beers inspired to create such a catchy tagline? Through extensive audience research, of course. And your marketing approach shouldn’t be any different.

Throughout the late 1930s, research found that many consumers believed diamonds were too expensive, something not worth their hard-earned cash. And so, a campaign was set in place to market diamonds as an essential need for those getting married.

According to the New York Times, the campaign planned to “create a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.”

Though you can argue this persuasive tactic is slightly unethical, you can’t deny the success. Between 1938 and 1941, there was a 55% increase in U.S. diamond sales.

The campaign also shaped itself and catered to the economic changes throughout the decades.

In the 80s, the tagline, “2 months’ salary”, became part of the campaign, emphasising the importance of saving, then spending your money on an engagement ring that stands the test of time.

The Key Takeaways 

Though we’d never promote manipulating the market, De Beers has shown how marketing can create value for even the tiniest products.

The art of persuasion is a delicate line to walk. Placing value on your product is essential; it highlights why it’s better than the rest. But you also need to make sure you’re not overselling or tricking consumers into thinking it’s absolutely essential.

Value proposition is key. What value are you offering your audience with your product, or what problem do you solve?

The tactics used in this campaign also emphasise how effective audience research can be. The more you understand a consumer’s needs, the more you can cater to them through your marketing.

Got Milk? 

On a less sour note (see what I did there?), the other direction in audience engagement is to appreciate the one you already have. Retention is almost more important than acquisition, remember.

In 1993, one particular agency was preparing a pitch for a new client, the California Milk Processor Board, which had tasked them with boosting product sales.

A study before the pitch asked participants to go one week without milk – no Nesquik, no cereal, nothing. The absence of this household essential created an interesting (albeit strange) conversation; can we go without milk?

What followed was an advertising campaign that took the country by pop-cultural storm. “Got Milk?”

From The Simpsons to Wolverine, you couldn’t go a day without seeing the slogan. An estimated 80% of all U.S. consumers came into contact with the campaign.

The moral of the story? Simplicity sells. Sometimes all you need is a question, and the rest is history. Sure, you can argue that a product like milk is easier to sell than a diamond, but the uncomplicated way the ad presented itself was a stroke of genius.

From print to OOH campaigns, “Got Milk” was so simple you could place it anywhere and everywhere.

In one year, milk sales rose 7% in California alone, and the brand is still milking (sorry) the campaign to this day.

Key Takeaways

The “Got Milk?” campaign came out when active-audience participation was in infancy. Imagine the possibilities now with social media and digital technologies! If you need help in this department, we’re experts, so get in touch.

Keeping your campaign simple can attract a massive reach in audience numbers. Native content (especially on sites such as TikTok) can be a great example of how a simple question can lead to creative, viral content.

The campaign also shows how important it is to keep consumers already using your product happy and in the loop. The campaign didn’t engage people who weren’t drinking milk; it reminded milk-lovers that they needed a new bottle in the fridge.

Old Spice 

So, we’ve looked at some campaigns from the past, but how have more recent(ish) campaigns used the digital world to create forever-lasting ads?

In 2010, Old Spice released a TV commercial with Isaiah Amir Mustafa. The ad has been seen over 60 million times on Youtube – whether that’s because of the ad’s quality or because Mustafa is a walking God is still up for discussion.

However, Old Spice took the commercial’s engagement and expanded upon it. Capitalising on the pop-cultural awareness of the “Old Spice Guy”, the campaign took on a new life via social media platforms.

Across Facebook, Twitter, and other social media platforms, Mustafa took on the spicey (sorry, again) persona, replying to fans with personal videos, even chatting to Starbucks about keeping toasty.

In total, the personalised videos reached 11 million views, with the brand gaining 29,000 fans on Facebook and 58,000 new followers on Twitter.

The Key Takeaways

Do everything to keep your audience engaged. A campaign can evolve into whatever you want it to be, and with social media bigger than ever, the options for creative marketing have only increased.

Think about how you can use the star of your ads to engage and communicate with your audience directly.

Celebrity marketing has morphed into influencer collaboration. Sites such as Cameo have found success through personalised celebrity videos – how can you, as a marketer, branch out, partner with celebrities and grab attention through the platform?

Research into who your audience engages with on social media – who are they following, buying products from and engaging with?

We have a whole study on whether influencer marketing can be the right move for your brand, which you can read here.

See you in part two! 

Thought that was the end? We’ve still got plenty to discuss!

From the copy to an ad’s design – there’s still a mountain of campaigns to explore when it comes to the greats.

You never know; we might see you on a list of greats one day!

In the next blog in the series, we’re delving deeper into copy and how it can create the perfect ad. So, make sure to check in on our social posts for when the latest blog drops!

Until then, would you like to know more about audience research, its importance, and how it can improve a campaign’s conception? Get in touch with our marketing experts now.

Ad based subscriptions (AVOD) are making their way across services in the VOD world. How is this going to change the landscape for both audiences and marketers?

In the past, if you asked us if we’d ever see ads before binge-watching our SVOD (Subscription Video on Demand) channels, we would scoff at the idea. But now, it looks as if old-school marketing from the age of traditional TV marketing may be making a return.

The mouse in our house 

Recently, Disney announced that they plan to integrate an ad-based subscription for their streaming platform, Disney+, by the end of 2022.

Disney has decided on this new strategy as an attempt to reach 260 million users by the end of 2024.

Of course, increasing user traffic for Disney+ is the priority, but it does come with the additional benefit of allowing more audiences to experience Disney’s SVOD content. For advertisers, this opens up a Disneyland level of opportunities; their products could be seen by a massive 129.8 million worldwide!

Kareem Daniel, chairman of Disney Media and Entertainment Distribution, states:

“Expanding access to Disney Plus to a broader audience at a lower price point is a win for everyone – consumers, advertisers and our storytellers.”

A win for all indeed – the more people watching The Mandalorian, the better!

Everybody likes ads now? 

It’s not just Disney; tons of SVOD platforms have begun integrating cheaper AVOD subscriptions into their platforms.

Paramount (now known as ViacomCBS) uses a multi-tier system for pricing. And clearly, the strategy has shown swift success. By 2021, Paramount + Showtime collectively gained a whopping 9.4 million subscribers!

Never did we expect to see the day ad-based SVOD would actually be the preference for streaming. However, according to Comcast, 80% of consumers prefer ad-supported services over higher-priced SVOD.

Don’t just take our word for it; let’s look at (and pour one out) for ITV. After introducing ITVX (their higher-priced SVOD service) – shares for the company saw a plummet of 30%.

Clearly, people are willing to see some ads before their favourite show if it means spending less.

This isn’t all too surprising when you count how many SVOD services there are, alongside the ongoing battle of exclusive content. Audiences want to watch it all, and offering cheaper subscriptions allows for just that.

However, not everyone is jumping on the ad-wagon trend…

It’s a no from Netflix 

The king of chill, Netflix isn’t entirely sold on the idea of an AVOD service for the platform.

Netflix’s chief financial officer, Spencer Neumann, states:

“It’s not like we have religion against advertising…It’s hard for us to ignore that others are doing it, but for now it doesn’t make sense for us.”

Netflix is on a crazy content win right now, with Squid Game still raking in the awards, alongside its exclusive feature, The Power of the Dog, nominated for several academy awards.

Perhaps Netflix wants to continue presenting itself as the OG premium service? They may see adverts on the platform as harmful to its identity – swaggering exclusive and high-quality content.

However, their brand identity may have already chipped when Netflix immediately raised its pricing for the second time in 18 months for the UK and Ireland. Thanks for that, by the way!

Almost as a middle-finger flick to AVOD, Netflix raised its basic plan by £1 to £6.99. With nearly every other SVOD service offering lower prices, Netflix might lose both traffic and audience trust if it continues to exclude and avoid the eCommerce tactics of others.

AVOD Advantages? 

So what positives can AVOD bring to your marketing tactics? Of course, increased user numbers is a biggy, but your creative can also get in on the action.

Opening up advertising to VOD isn’t totally new. Channel 4, for example, has been experimenting with dynamic ads through its service for quite some time. Dynamic TV offers marketing partners an insight into first-party data from audiences.

These insights allow advertisers to create unique, specific inbound adverts catered to audiences. For example, dynamic ads can factor in the location, weather, time of day, or even a name.

Imagine the possibilities dynamic ads could have on SVOD services that carry the biggest franchises in entertainment. Darth Vader, calling your name to the dark side, or Thor, casting a thunderous cloud onto your screen – fitting in with the delightful British weather.

Ads on SVOD don’t have to be intrusive – they can be insanely immersive. We’re hoping to see some creative ads coming to the small screen in a big way soon!

Dis-avod-tages 

More marketing opportunities means more money – that’s great! However, you’ve got to keep the audience engaged for it to work.

It’s too early to tell if these new ad-tier subscriptions are here to stay. Ad fatigue is very real, and without a good UX in place, it could lead to less traffic or negative PR.

Ryan Gould, WarnerMedia’s head of digital ad sales and client partnerships, states:

“Our research tells us that 65 percent of consumers think more favourably of a brand when they provide less commercial interruptions during programming.”

You could avoid these issues with in-service packages (such as Warner’s Brand Block InFront) that reward consumers with no interruptions. However, if you want to avoid charging audiences, the essential factor you need to consider is where ads are popping up.

You don’t want ads appearing halfway through an action-packed fight scene, nor do you want a break in a show before it abruptly ends a minute after – Sopranos style.

Make your ads feel native (or at least as native as can be). If the audience is watching a film, align with cinema standards and place your ads at the beginning of the movie. The same goes for TV; try to find the episode’s midpoint where the break feels natural.

So, what’s next?

WarnerMedia now says 40% of HBO Max’s daily signups are on its ad-supported tier. AVOD is clearly making an impact, with audiences preferring cost-efficient services rather than premium options.

However, if ads are placed incorrectly, become repetitious or don’t engage audiences, the ad-fad might crumble quickly.

The takeaway? Get creative with your ads and keep them in line with the content that pops up next. We hope to see more dynamic ads in the future spice up the ad space for film and entertainment just as they have with other platforms such as TikTok.

Until then, would you like help in maximising your creative campaign, or simply interested in gaining further insights into SVOD services? Contact our team of professionals now.

Ever cried at a John Lewis Christmas advert? You’re not alone.

Adverts that incite emotion stick in our minds and create better ties between consumers and brands. Now that virtual and real worlds are colliding with the metaverse making its way centre stage, how can brands engage with the senses and connect with target audiences through virtual reality? 

What’s already out there? 

Before diving into the wonderfully weird world of the metaverse, pondering what senses brands are trying to utilise in virtual reality – let’s recap what’s already blended into modern technology.

Audio logos

Everyone’s familiar with the ‘dun – dun’ from Netflix or Mcdonald’s whistle. You don’t have to be in the room to know what’s on TV when you hear those ear-catching sounds.

Audio logos help strengthen brand identity and create a memorable ear-perience for the audience.

3D printed food 

In a digital-first world, we’re going fully digital with our food. 3D printed food aims to replicate the taste and smell of real food. However, we’re still far off from large-scale production.

But it does make you wonder – are we more hungry for how it looks, smells and tastes rather than what it actually is? Food for thought, for sure.

4D film 

The film industry keeps upping its screen game, from 2D to surround-sound IMAX. But I bet you’re wondering, “what if we could smell film?” – no, just me?

The film industry is experimenting with olfactory (smelly) effects – if you’ve been to a 4D movie showing, you’ll have experienced this.

From the basic, DIY aroma-scope scratch and sniff cards to 4D cinemas with moving chairs, water spraying and rushing wind, we’re seeing cinema make waves (sometimes literally) in creating that immersive experience.

These methods spark excitement for the future of 4D adverts. How could additional sensory elements create that emotional connection between audience and brand?

Haptic technology

Haptics refers to touch and motion, and we’ve seen more haptic technology integrate into our daily devices.

For example, mobile phones use haptic feedback when rearranging apps on your home screen or vibrate when someone’s calling.

The latest PS5 controllers now include haptic feedback, which tightens triggers depending on an action such as pulling a bow or breaking in a sports car. Meta is also trialling haptic gloves to add a tactile connection between brands and metaverse goers.

These hands-on approaches (had to be done) to user engagement are still in their early stages. But imagine the possibilities with further experimentation; audiences could interact with brands and products through an infinite toybox of creative.

3D ads

And speaking of early stages, we’re currently on the cusp of experiencing a new era of interactive ads. 3D ads are making their way onto social media in Meta’s latest update. Working with VNTANA, a social augmented reality company, Meta will enable brands to bring their products to life on Facebook and Instagram.

For brands, particularly e-commerce, this presents a major opportunity to showcase products accurately to potential customers, increasing engagement and improving customer satisfaction. This update foreshadows what we can expect advertising in the metaverse to look like, with technology evolving to give users that real-life experience in a virtual setting – browsing a catalogue, for example.

The importance of experience 

Experience plays a vital role in advertising. The brand experience revolves around the consumer’s sentiment for a brand and ‘the lasting impression’ they have towards it.

Widen argues that brand experience is more important than user experience as it facilitates deeper connections.

If you’ve ever had a bad experience with a brand, you’ll likely remember that for a lifetime. Emotions and experience can be more important than the product or service itself, influencing decision-making overall.

Consider brand experience carefully. CSR (corporate social responsibility) is a massive factor in consumer perception of a brand.

72% of consumers want brands to be positive contributors to society. Brands that passionately believe in something and shout about it from the rooftops will often connect better with their audience than brands that don’t live, breathe and deliver on their ethos.

Beauty product retailer LUSH pulled out of social media, aligning its online behaviour to its message of rest and relaxation. LUSH created an emotional connection between consumers and the brand as people saw it as a brand sticking to its core values.

Have you ever stopped to wonder why most service businesses (hotels, airlines and restaurants etc.) talk about the experience rather than the end product? According to Gartner, psychology and emotion are arguably the essential elements of a customer’s buying journey, with community also playing a key role.

You could even go as far as to say that customer experience is becoming the new brand identity. A study conducted by PwC found that ‘59% of all consumers feel companies have lost touch with the human element of customer experience.’

Bringing senses and emotion into your marketing strategy allows you to reach your customers efficiently and creates long-lasting connections that promote brand advocacy.

The power of emotion 

Speaking of connection, let’s chat about how emotions affect purchasing decisions.

31% of advertisements are emotion-based, not rational, which highlights how emotions have a giant impact on purchasing decisions. In fact, ads with purely emotional content perform twice as well as those with only rational content.

Tingling the senses is a uniquely engaging way of bringing about an emotional response, with sound being particularly effective at sparking emotion. On TikTok, for example, sound-on content is perceived as ‘fun’, a 66% increase in this emotion compared to platforms that don’t use sound.

But how does this translate to connecting to your customers? For example, as with LUSH, being authentic with your brand values is crucial.

Authenticity boosts connection, especially on social media. According to The Drum, ‘being imperfect on TikTok creates intimacy between brands and their audiences, and builds a relationship driven by respect and understanding’.

Why is sense so important in the metaverse?

If the goal is to create immersive experiences, the metaverse needs to look, feel and sound like real life.

Reducing the friction between the real and the virtual helps users interact more authentically, as they would in the real world. This will help brands plan their advertising strategy in the metaverse, as virtual personas should mimic real-life personas.

We all know that sound is paramount when recalling a brand or experiencing the internet. Kantar found that ‘88% of TikTok users said that sound is essential to the TikTok experience’.

But what else is a must in creating a memorable experience? Will smell and taste be the newest features implemented into the metaverse?

How is the metaverse planning on tingling our senses? 

Alongside sensory logos, we’re seeing wireless VR headsets throughout the industry, allowing for even more freedom in virtual worlds.

Playstation recently announced VR 2 for PS5, with MetaQuest, Meta’s wireless headset, allowing for even more immersive engagement as users can move freely, mimicking real-life movements.

VR is constantly evolving to give consumers what they want while learning from them. We’re looking at a future of emotion tracking, creating realistic digital avatars through biometric data.

Get involved!

We recommend experimenting with these new technologies as they emerge.

We’re seeing people’s curiosity about the metaverse peak; it’s already big business. VR gear sales are likely to hit $10 billion by the end of 2022, and the expected number of headsets sold could reach 26 million units by 2023!

More and more people are ready to explore the metaverse. And with accessibility in virtual reality improving, there’s a whole new audience awaiting adverts in the metaverse.

What do you need to know? 

The metaverse offers an exciting glimpse into the future. How brands begin to advertise in the virtual world is an exciting and slightly daunting prospect for some.

It all comes down to really understanding your audience and the space where they are. What are people doing in that virtual world, what are they interacting with, and how are they communicating with other metaverse goers?

More importantly – how can you form that emotional bond between brand and consumer and connect as you do in the “real” world?

Without a doubt, the metaverse is in its infancy as a marketing and advertising channel, but the potential is huge, with all brands being able to make their mark on the space with the right strategy.

Be sure to watch this space, as we’ll be reporting the latest updates regarding the metaverse over on our blog!

But if you’re rearing to get started on maximising your digital advertising campaigns, contact our paid media experts about your strategy right now.

The gaming industry is the largest entertainment industry in the world. So how can you plug in and play your best strategies when it comes to video game marketing?

The most effective way to game right now is through streaming. And nobody does streaming better than the broadcasting giant, Twitch.

However, not everyone is as tech-savvy as the social influencers that use Twitch daily. That’s where Gameplan comes in. Let’s look at how Twitch’s new ad services will level up your branding in the biggest industry ever.

Plan for your brand

Twitch recently launched Gameplan – a global ad assessment programme that certifies you as a streaming platform professional.

Gameplan’s goal is to perfect brands’ understanding of live streaming. As a result, your online advertising on Twitch will 1-up and increase overall audience reach.

But there’s more! The training programme will also educate brands on the wonders of immersive and interactive campaigns on Twitch. So not only will you understand Twitch, you’ll master its range of experimental marketing!

Once completed, the shiny star of certification will be yours to show off! Your brand will be an official Twitch pro – which will present you as an all-knowing genius in live streaming marketing. Humble bragging is almost permitted.

Want to dive deeper into Gamplan’s services? Twitch held a one-hour launch event promoting the course – which you can watch here.

Branding to the next level!

Andrea Garabedian, global head of sales marketing at Twitch, highlights why Gameplan is an important tool for your game marketing. Her statement:

“Viewers on Twitch are more likely to trust and interact with brands when advertisers are invested in understanding our community. Twitch Gameplan provides context and best practices to ensure that brands can foster genuine engagement on Twitch.”

But the fun doesn’t stop there! As we mentioned earlier, Gameplan certification allows for a bunch of best practices for online marketing:

• Levelled Up Advertising

Creativity is key for advertising, especially with the rise of TikTok and native content more popular than ever.

Through Gameplan, you’ll learn how to create campaigns that immerse users through interaction – resulting in higher audience engagement.

• Brand Growth

Twitch is a trendy place; new games live stream daily, gaining huge watch time numbers from varying niche audiences.

From Fortnite to Among Us – it’s essential to keep track of what people are playing and catering your ads towards them. Gameplan will make sure you’re producing campaigns that deliver for your clients or follow your brand’s goals.

Yeah, we’re gamers 

Brands are already gaining great experience (or XP for all you cool kids out there) in live stream marketing via Twitch.

PepsiCo, for example, promoted its limited-time Brisk product through an online tournament of Rocket League. Whilst ads for Brisk ran through the matches, Pepsi also created a car, themed off the product to play in the leagues.

By creatively standing out and immersing the brand within the culture, Brisk became the talk of the Twitch. Brisk even received organic taglines such as “Take the risk, drink the Brisk” from audiences. When you make it as a meme, you’ve made it.

However, you don’t have to go crazy with your campaigns. Sponsoring content can be as easy as having your brand appear on stream. A great example of this is when EA collaborated with Twitch streamer, RoryPlays.

Though Rory has a slightly smaller audience (with 23.3K as of now), EA sponsored her live stream when playing their additional content expansion for The Sims 4. They overlaid the EA logo onto the stream and asked if Rory would verbally promote the brand.

Working with micro-influencers is a fantastic way to spread brand awareness, as their audience is dedicated and eager to listen.

Influencer marketing is super important when marketing online. If you’d like to read more about influencer marketing and how it can improve brand recognition –  read our blog here!

Twitching for something new? 

Dan Holland, executive vice-president of Dentsu Gaming, highlights the importance of keeping up with new advertising platforms in the gaming world. His statement:

“Audiences are migrating to the new platforms, channels and spaces, often at a greater pace than our industry keeps up [with] – we need to be able to understand these platforms inside out to ensure our brands show up in a genuine, authentic way.”

Audiences certainly love Twitch – the stats prove it!

• 140 million monthly active users in 2022
• 71 million hours of content viewed every day
• More than 2.2 million users make the most of the stream feature every month
• In 2020, audiences consumed 18.6 billion hours of content.
• In 2020, the Twitch advertising revenue was $750 million

Though the core demographic of Twitch consists mainly of male users, 73% of which are under 35, that doesn’t mean the platform solely caterers to them – nor is it entirely a gaming platform.

Twitch offers a variety of streaming categories, from gaming to podcasts and “just chatting”. These options are great for e-commerce brands that want to establish an online identity naturally to audiences.

Also, categories are insanely open due to hashtags being available for all content. Educational services such as universities could easily create rooms for online tutoring or promote webinars through the hashtag education.

Additionally, Twitch offers trending topics as a category. Recently, the platform promoted International Women’s Month, giving female streamers the spotlight on Twitch’s landing page.

Ready, set, stream!

Twitch (or streaming in general) is not only a new avenue to explore in advertising; it’s a service to get involved with creatively.   

Through active communication and fresh creative ideas, audience engagement is at peak performance on platforms like Twitch.

Other platforms, such as Meta, have begun restricting audience targeting options. Twitch, however, welcomes advertising for all audiences. Due to the nature of live content, it’s easier to monitor and report unethical advertising.

We love seeing platforms embrace new ways to engage and diversify advertising for audiences. And with Gameplan – you’ll be the master chief of live streaming in no time!

If you’d like advice on supercharging your live streaming efforts or want advice on how to Twitcherfy your content – contact our team of professionals now!

Just in case you’re no sports fan (or Britishly biassed towards real football), the Super Bowl is the annual playoff championship of the NFL.

However, as important as the big game is, the massive amount of ads playing across the commercial breaks are what we’re placing on the field to compete today.

The average cost for a 30 second Super Bowl commercial for 2022 was a whopping $6.5 million! No doubt the brands advertising have the cash to splash, but are they making sure every second counts?

So who came out creatively on top and who missed the goalpost and flopped? Let’s kick off with the champs to give you some ideas of what you should include in your adverts for jaw-dropping campaigns that convert in an instant!!

Bronze ain’t bad!

Including celebrities in Super Bowl ads is a tried and true method – however, there’s a balancing act between using them efficiently or just “celebrity stuffing” for the sake of it. And we know not everyone has the budget to get Nicholas Braun or Trevor Noah in their ads.

Uber Don’t Eats is a tongue-in-cheek campaign in which celebrities such as Jennifer Coolidge struggle to grasp the delivery services expansion into household shopping.

If the silly “does that mean I can eats it?” line doesn’t make you chuckle, perhaps Gwyneth Paltrow tucking into a vagina-scented candle for dessert will.

Uber’s campaign highlights its new service in such a ridiculous way; it’s hard not to enjoy recognisable faces confused and chomping into lightbulbs.

Uber Don’t Eats has gained a ton of engagement across platforms, with 547,156 views on Youtube and a 19k reach for its hashtag #UberDontEats.

The runner up

Emotionally engaging your audience is no easy task – especially in under a minute. But, it is key to building brand awareness and driving conversions.

Research by Pringle and Field found that emotional campaigns outperformed on almost every metric – including revenue, profit, and share gain.

Toyota’s Brothers campaign places you in the perspective of Winter Paralympian Brian McKeever and the hurdles he and his brother have overcome and dominated throughout their strong bond.

Utilising a point of view (POV) angle throughout its ad, the audience immerses themselves in the cold, uphill challenges the brothers have faced, with their hard work resulting in 13 gold medals throughout the Winter Olympics.

Through a focused, people-first approach rather than product placement, #StartYourImpossible resonates on an emotional level rather than a persuasive one. Clearly, an effective strategy, as the campaign gained a 351.9K reach across social media platforms.

The Gold Star goes to…

Someone give a shiny star to Squarespace for its sweet spot about slippery tongue twisters and shelly services!

Sally’s Seashells encapsulates everything about owning your own business – the struggles, the solutions and the brand expansion, with Squarespace representing itself as the best place to start.

Through whimsical wordplay, alongside electric editing, colouring and direction (from legendary director Edgar Wright), the ad is visually striking for the eyes and audibly engaging on the ears.

Squarespace does what all great ads do and presents itself as a distinctive, timeless classic that will never get old.

Sally’s Seashells washed in over 8,666 tweets and 101,027 engagements for Squarespace.

Having one of the most noticeably talented celebrities in your ad doesn’t hurt either; Zendaya’s inclusion brought in 10,431 tweets and 108,335 engagements. Shucks, that’s a lot!

Sally’s Seashells is a perfect example of how keeping things short, sweet and simple can still make an engaging ad. Playing on familiar themes and concepts can be a great way to attract large audiences; it’s how you creatively separate yourself which is key.

Ads that missed the mark

Not every campaign hit a home-runner (wrong sport, sorry).

The last thing brands want is to waste budget on ads that don’t wow. Researching your audience and what tropes, celebs and ideas they resonate with is key to planning your stellar ad.

It’s worth mentioning that you need to understand what sub-cultures your audience operates in and make sure they’re represented accurately in their advertising.

According to We Are Social, 82% of internet users say they’re not represented in advertising. Although social media ads are better, there’s still a way to go, with only 55% of GenZ saying they feel represented on social media.

Long story short, your ads need to represent both your brand and your audience.

Here are the ads that just missed the mark when it came to their creativity and brand representation.

MetaQuest 2

Meta (known by boomers as Facebook) needed to bring something extra engaging this year to the Super Bowl, following its hot water controversies regarding safety and privacy.

With the release of its new VR headset, MetaQuest 2 (previously known as Oculus) underway, you would imagine the self-proclaimed leader of the internet’s new meta-age would be ready with something awesome. We got this campaign instead.

We were “treated” to animatronic animals (giving off very Five Nights at Freddie’s vibes) that would keep children awake for hours on end.

On top of that, Meta’s message seems muddled – is the world getting you down? Escape reality through our brand new headset! Very dystopian; probably not the wisest statement to make when the world has just come out of a global lockdown.

Unlike Toyota’s brand message of being the best you can be, Meta presents itself as a brand that wants to escape real-life issues. A sentiment augmented reality products might want to avoid.

We’re guessing Meta didn’t consider how their audience would feel about this message when they made this ad. Like we said, understanding your audience and how they behave or represent themselves is key.

Remember The Sopranos? I remember

Nostalgia is like keywords; use it too much, and your content won’t feel genuine.

Chevrolet’s First-Ever Electric Silverado campaign is an almost shot-for-shot remake of The Sopranos classic opening, with the music adding an extra topping of “remember this show?” to the ad.

Creatively, the ad misses the mark in adding something new to the discussion. After watching, I don’t feel like buying a Chevrolet; I want to watch The Sopranos for the 5th time.

Though personally, the campaign’s lack of originality didn’t engage us creatively, the 11,589,824 views on Youtube don’t lie. Nostalgia and pop-cultural references will always strike a chord with audiences.

There were plenty of meh-marketing moments throughout this year’s Super Bowl. Instead of focusing on what went wrong, the key takeaway from these campaigns is making sure your brand’s message is engaging.

No matter how big your brand is (from Taco Bell to Toyota), you have to hook your audience with something they’ll remember.

Squarespace’s tongue-twister and Uber Eats’ silliness; these ads stick out because of their straight-to-the-point originality – not relying on other media or muddled messages.

If you’d like to see how other campaigns kept the engagement levels strong throughout the Super Bowl, check out our blog on last year’s big game here!

Who won the Super Bowl? Crypto!

Though these choices were our personal highlights, the digital currency, crypto, won over the most eyes at this year’s Super Bowl.

Coinbase reportedly paid $14 million for its 30-second ad at the big game. The ad itself was simplistic but super effective – with a multicoloured QR code bouncing around the audience’s TVs like an old-school DVD screensaver.

Simplicity sells, sometimes too well; Coinbase’s website crashed during the broadcast – showing how large the crypto climate is right now.

FTX’s, Don’t Miss Out on Crypto campaign (featuring the king of cringe, Larry David) has gathered an insane 40,342,366 on Youtube too.

Is crypto the new hot-topic marketers should be dipping into? Perhaps people enjoy pretty moving squares and Seinfeld more than anything? Either way, cryptocurrency is booming; we’re spending $6.8 billion annually in digital payments, according to We Are Social.

We’ll be sure to keep you posted on all the news we hear about digital currency developments here.

Key Takeaways

From crypto to Kanye to seashells by the sea, the super bowl commercials this year showed off a variety of distinct creative.

In a world of ongoing social media campaigning being the new norm, it’s crazy that the return on investment (ROI) for televised ads is still going strong.

“According to Kantar research, the 2021 Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with ads for Mountain Dew, Verizon, T-Mobile, and General Motors achieving the best results.”

These ads will only become more effective with the rise of social media – with native content such as memes and TikToks furthering a campaign’s reach through user-generated content.

But the key is understanding your audience and testing your adverts on your users, so you know whether your ad will hit the mark – whether it’s on the big screen, on mobile devices or in a game.

If you’d like help supercharging your campaigns or want further advice on how to make your creative stand out against the rest – contact our team of experts now.

If you missed the hype train, TikTok’s the number one platform, with over 1 billion users actively looking to discover new brands.

If your brand could do with a rise in followers, TikTok should be your first stop.

Not convinced? 49% of TikTok users go to the platform to discover something new, so whether you’re showing off your latest product or changes to your brand, TikTok’s the place to shout about it.

If you’re looking for the perfect strategy that will take your brand to the next level, you’re in the right place.

We recently had the pleasure of hosting a bite-size session with Brighton Chamber, a company connecting the local Sussex business community, where we covered how to supercharge your business with TikTok.

If you missed it, it’s time to catch up! Let’s recap the strategies we discussed in the session and answer some FAQs.

Change your perception!

When you think of TikTok, do you immediately think of teenagers making dances? Well… yes, you’re correct.

Teenagers are on the platform, making up the majority of users. But it might surprise you to find out that 53% of users are over the age of 30, and the 40+ cohort makes up 20.3% of users, so the demographic of the platform is shifting.

Whatever demographic you are trying to target with your marketing strategy, you’ll find them on TikTok.

What’s more, using appropriate hashtags will help you get in front of your audience. But first, you’ll want to do some digging into what they typically tune in to watch on TikTok – that’ll help inform your content strategy!

TikTok V.S the World

YouTube (just like Instagram and Facebook) is treading water, trying to catch up with TikTok’s innovative features.

For example, YouTube launched ‘Shorts’, short-form videos that users can scroll through straight from the YouTube app or website. That sounds pretty similar to TikTok’s uber-popular video format, right?

Meta’s also playing catchup, with Instagram Reels posing as a major rival.

I’m already on Instagram; should I be on TikTok too?

Let’s discuss the elephant in the room: What is the difference between Instagram Reels and TikTok – are they the same?

Truth is, they’re pretty similar, meaning you can almost directly transfer your TikTok content to Reels, allowing you to populate your Instagram alongside your TikTok account.

However, don’t be mistaken thinking they’re on par; some key differences make TikTok superior:

Discoverability – TikTok has powerful algorithms that will allow you to go viral, being found by hundreds or thousands of people who wouldn’t find you otherwise. To reiterate, 49% of TikTokkers flock to the platform to discover something new, 35% to learn something new and 29% for inspiration.

Recording limits – TikTok allows up to 3 minutes vs Reels’ 60 seconds.

Following – TikTok’s following is growing more rapidly than Instagram. Since 2010, Instagram has accrued 1.386 billion followers, whereas TikTok joined the game later in 2016 and already has 1 billion followers.

Content – TikTok’s rough and ready creative tops Instagram’s super-refined approach, making it easier for you to knock out content without a team of creatives behind you.

TikTokkers will be your biggest brand ambassador

Everyone on TikTok is a content creator; with over 3.1 million influencers on the platform, it shouldn’t be hard to find an influencer for your brand.

Don’t be mistaken; you don’t have to spend thousands to have Zoella show up in your videos, but you will benefit from a familiar face recurring in your videos.

Micro-influencers gain greater engagement on TikTok compared to other platforms. With 17.96% engagement on TikTok versus 3.86% on Instagram and 1.63% on YouTube, this makes TikTok’s influencers accessible to brands of all scales.

TikTok users do away with the linear marketing model

No longer is the marketing funnel linear; awareness, consideration, conversion, loyalty and advocacy have been blown out of the water by the recent boom in influencers.

Nowadays, TikTok users are happy to pop items straight into their baskets upon receiving a glowing review from their favourite influencer.

It’s easier than ever to grow your brand on TikTok through micro-influencers and ambassadors. By leveraging the following of those who already love your brand, you’ll be able to tap into your customer’s followers, too.

According to TikTok, after a purchase:

1 in 5 make how-to or tutorial videos on TikTok.

1 in 4 posted showing off a product they bought.

28% followed a brand.

Engage with your brand advocates to create content that resonates with your audience – simple!

Spark joy

Yes, in the words of minimalist Marie Kondo, we advise that you create content that sparks joy.

That’s because 39% of users say ‘lifting spirits’ is vital in making purchase decisions. It’s no secret that we’ve all dreamed of a little escapism since the Covid-19 pandemic.

People used social media as an escape from the negativity around them, expecting online videos to make them laugh. 44% of TikTok users prefer branded content that’s fun and entertaining.

Whether it’s watching an influencer’s island holiday break or silly videos of inanimate objects with superimposed eyes and lips, there’s an audience for everyone’s content!

@arke_agency

Go on, treat yo’self. It’s chocolate cake day after all 😏 #pov #fyp #chocolatecakeday

♬ original sound – Arke Agency

The boom of the metaverse exemplifies our desire to explore an alternate reality, where people can connect and reinvent themselves as they wish, creating avatars reflecting their dream persona.

Perfection is overrated

TikTok thrives off lo-fi content; uncurated, rough and ready – which works to your advantage.

You don’t need a creative team with the latest camera gear behind you to make videos that resonate with your audience; all you need to do is get on the platform!

And that’s one of our best bits of advice – don’t wait for the right moment to come along – start getting creative ASAP!

TikTok’s weird and wonderful algorithm means anything goes on the platform. So whether you’re making tutorial videos, meet the team content or just downright silly videos and dance challenges.

See what works and roll with it! Who knows, you might start your own snazzy TikTok trend!

Are TikTok ads worth it?

Yes! If you’re still not convinced TikTok is a surefire way to grow your brand, then let’s talk about the power of ads.

There’s a variety of ad types to choose from, from disruptive in-feed advertising to native spark ads acting like normal TikTok videos; you’ll find an ad format that helps you achieve your objectives.

The best way of targeting your audience is to create lookalike audiences and use interest-based targeting.

Lookalike audiences generate 55.40% stronger engagement than interest-based targeting, but if you’re starting with a small amount of data, targeting users based on interest will help you broaden the reach of your ad.

Don’t just focus on ads

As we said, TikTok is a platform that people love for its comedic, joy-sparking content. Nobody wants a bombardment of ads; you’ll only cause ad fatigue.

Instead, create a variety of content to engage your audience and remind them of your brand, your products and behind-the-scenes content for an exclusive look at your business and team. Hard selling just won’t cut it on TikTok.

The key takeaways?

TikTok is booming, and you need to get on the platform if you want to boost brand awareness and tap into all the advertising and eCommerce features that will help your profits soar.

TikTok isn’t just for Gen Z; your audience is on the platform regardless of age. To make it big, you’ll need to create native content that showcases your brand’s personality. The best way to do that? With a brand ambassador!

Want more ideas on the TikTok content that works well and a deeper dive into the perfect TikTok growth strategy? Contact our marketing team now.

Could you open the pod bay doors for a moment, HAL? We have some updates on Instagram and its messaging automation services!

Is your brand or business taking full advantage of the DMs on Instagram? Perhaps you’re the talk of the town and don’t have the time to reply to everyone?

Well, further AI developments to your marketing channels could make your life even easier! Let’s take a closer look at Instagram’s automated messaging services, shall we?

Robots in DMs

Over 400 million messages are sent to brands and businesses every day through Instagram’s DM service. From in-feed social posts to stories and reels – the possibilities for users to interact with your brand go far and wide.

Unless you have an entire team ready to reply (or someone with insanely fast typing skills), answering every customer query is a tricky task.

Not only can this leave you with a ton of work, but you could also potentially lose a sale by skipping over important messages.

That’s where AI comes in to lend a helping hand!

ManyChat, an official partner of Facebook and Instagram, saves you the hassle of typing out those replies and does the assignment for you – like in this example here:

As you can see, AI messaging can streamline user interaction with your brand so that the essential information is right at the click of a button.

ManyChat also offers tons of other choices when replying to customers for you. For example, if a user asks if your brand ships internationally, ManyChat can detect the specific keywords and optimise the conversation with the best answer!

That’s not all! Want to see what else automated messaging has in store for you?

The Perks of Being an AI 

Thought AI messaging only helps with messaging as many users as possible? Think again! Automated messaging offers a variety of marketing improvements across Instagram, from personalisation to product sales.

Increased Product Sales:

Automated messaging systems don’t have to be a boring “yes or no” machine; there’s a  whole range of CTA tools ready for you to utilise. Create a survey on your products, or send customers a point of purchase link.

You could also use Instagram’s AI system to auto-reach out to existing customers or potential new target audiences!

Qualified Leads:

Automated messages also cut out the copying. AI collects and stores emails and phone numbers for you, meaning a marketer can tag out the AI in real-time through live chat and speak when there’s a potentially intriguing lead.

Increase Engagement: 

Campaigns aren’t just for the in-feed; you can market to your heart’s content in the DMs too! Send your users promotional offers or giveaways without even clicking the keyboard yourself.

DM campaigns are a fantastic way to start conversations and assure users get a message back.

Messaging automation can also function as a customer support system, assisting users in the best steps to make a purchase or solving an issue with postage.

ManyChat may be the official partner for Facebook and Instagram, but it’s not your only option for AI implementation.

Other automated messaging services, such as chatfuel, offer a similar experience whilst featuring unique qualities. For example, chatfuel has an Instagram Flow Builder, a drag-and-drop interface that allows marketers to build campaigns based on specific flow choices.

But be wary of the robots

All of these functions sound great… on paper! If AI can pull off the impossible task of sounding like a genuine human, it could redefine the relationship brands have with the customer.

However, if we’ve learnt anything from Westworld, it’s that putting all your trust into the machines can make things quite stressful.

Here are a few things to consider when thinking about AI messaging systems:

Terms of use

As we mentioned earlier, there are a few choices regarding automated messaging services you consider implementing – InstaChamp and Chatfuel being the other two big contenders.

However, using anything other than Instagram’s official AI service could result in a terms-of-service breach on the platform. Though that doesn’t appear to be the issue right now, it’s best to keep up with Instagram’s terms of use to be on the safe side.

Human beats robot

Remember when we said it would be awesome if AI systems could act like an actual human? As cool – (and equally terrifying) as that would be, our technology hasn’t reached T-1000 levels of potential just yet.

People will always prefer natural, genuine conversations with other human beings. Leaving all the talk to a modern take on the answering machine could present your brand as disinterested in the customer’s needs.

Perhaps the best place to implement AI messaging services is in and around the awareness stage of a customer’s journey, where their questions are broader and easy to answer.

When the audience hits the consideration stage, that’s when the persuasion professionals swoop in (psst, that’s you!)

Spam, spam, spam, spam…

Remember, nobody likes spam, not even with eggs. Advertising makes up 36% of all world spam content. Every customer likely understands when spam is heading their way and will bin it instantly.

To avoid this, make sure you’re not sending out adverts faster than audiences can read them. And make sure your AI’s copy is friendly, genuine and not too inhuman. And always segment your audience, so your messages are personalised – this will help add to that human touch!

We’ll be back

With this new feature, Instagram is definitely the platform to keep your A-Eyes on (thank you, thank you). We have a whole bite-size session on supercharging your brand on Instagram, which you can watch right here!

Though AI is still in its early days across the marketing world, we’re excited to see how it changes the game further down the road.

It’s always fun seeing how new technologies lead to experimental campaigns and ways of reaching audiences. And with the Metaverse slowly becoming more of a reality, the possibilities are almost unlimited.

Until then (and the fall of humankind due to the AI takeover) – if you’d like advice on how to take advantage of automated messaging or want further insights into Instagram marketing best practices – contact our social media experts now!

Today, we’re taking a look at some of Reddit’s /r/Movies favourite marketing campaigns!

From Augmented Reality to cryptic puzzles – there’s a lot to take inspiration from here. We’ll be breaking them down, digging into the nitty-gritty and looking at what makes these campaigns tick!

So, get your popcorn, grab your overpriced fizzy drink – the movie is about to begin…

The Matrix

Everyone by now has heard of the Matrix and its mind-bending, thought-provoking sci-fi madness.

However, this wasn’t the case before 1999, and I doubt many could have guessed its incredibly conceptual idea at the time. Its craziness only increased the enticement of the question: ‘What Is The Matrix?’

The trailers consisted of a montage filled with intriguing shots, with exciting action scenes revealing as little as possible. The intense trailers alongside the tagline ‘What is The Matrix?’ was enough to hook viewers.

It’s a clever technique to propel audience participation by asking the simple question, “What Is The Matrix?”. By repeating the question themselves, the watcher creates their own CTA to find the answer.

And as we know, “What Is The Matrix?” created endless discussion and hype around the final release.

As Reddit user JynXten describes it:

“It was very mysterious and secretive, I recall. Everyone wanted to see what it was all about and when we did, our minds were blown.”

Scream

From fake TikTok accounts to a collaboration with Call of Duty, Scream has had some immersive (and spoooooky) marketing campaigns. But let’s look at the OG from 1996 for a moment.

In the 90s (and really all of the time), there was an impressive display of lead roles in massive Hollywood blockbuster films. So Drew Barrymore getting cast as the lead in Scream was no shocker.

Along with an extensive marketing campaign presenting Barrymore as the main character, most moviegoers would believe that by horror film standards, she would have most definitely lived to see the end of the film.

That prediction became swiftly slashed when Drew dropped dead during the first 10 minutes of the film. A great example of subverting expectations.

Reddit user ProphetOfNothing states:

“Killing your leading lady just 10 minutes into it created a brilliantly tense thriller where the characters LITERALLY know the “rules” of horror film logic, yet we are now aware they aren’t going to apply.”

Cloverfield

Going through this list, you’ll quickly notice that either Reddit has a great fondness for monstrous films, or these fear-fanatics really know their stuff!

Cloverfield released no context to the shots of the Statue of Liberty head crashing into the NYC roads, which intrigued audiences all the more.

Cloverfield’s entire digital campaign was shrouded in secrecy, with audiences having to hunt for more information across the web. It’s one of the first examples of an alternate reality game (ARG) making waves across the internet.

As user Alvadeso explains, there wasn’t “even a real title, just a release date. I really thought it was a Lost spinoff or a Godzilla movie.”

Marketers intrigued by experimental campaigns should strive to create interactive narratives for their content. There’s an opening of opportunities right now with AR lenses on TikTok, new text to speech sounds, and cryptic social media easter egg hunts.

Men In Black

The beloved first film in the series was an instant hit (I mean, it’s a Will Smith movie), and the marketing team certainly capitalised on its success.

As user 5N4K3ii says:

“They used a clever nod to in-world tech designed to wipe character’s memories in the film and showed it in ads a few weeks after the film’s successful release” – accompanied by the tagline, “Men in Black: see it again for the first time.”

It’s interesting to think that most of the time, the objective of a film’s campaign is getting audiences to see the movie for the first time in cinemas or on an OTT platform.

However, we can comparably use similar techniques to get users to watch the film in the cinema for the second time; or get fans to watch the movie at home on streaming platforms again.

Jurassic Park

The Steven Spielberg classic could do with a blog of its own for mega-monstrous marketing techniques.

Though many remember Jurassic Park for its brilliant tagline, “65 Million Years in the Making”, there were other ideas the studio tried implementing into the campaign.

One of which was described by Eulielee:

“Around here, there were several billboards that got ripped up pretty bad. I remember thinking, wow, looks like some sort of monster clawed that up.”

The following week, they replaced the billboards with Jurassic Park adverts. Clever girl.

This example is a fantastic insight into how you can use real-world events/placements to drive traffic for your film in imaginative ways.

No matter how far into the future, OOH marketing, much like life… uh… finds a way. Though we may be in trying times, with social media marketing taking the forefront – the possibilities of practical, extravagant advertising will always have a place in our hearts.

Nightcrawler

Using a similar technique that the new Scream movie uses, user Shamgod remembers fake social media accounts created for the sociopathic protagonist of Lou Bloom, detailing his climb up the professional ladder by any means necessary.

These accounts included a video CV posted on Twitter and Linkedin and was great for getting “the audience immersed in the film before it was even released.”

The Ring

This list wouldn’t be complete without one last horror film to top it off. For the US remake of The Ring, the marketing team created both horror and intrigue at the same time, as user EnemySoil says:

“The Ring played parts of the ‘video’ as an ad on TV late at night without any other info.”

I won’t lie to you; that ad still keeps me up at night. It gives the viewer the sense that they’ve discovered something almost they shouldn’t be seeing and would reactively promote word of mouth through friends and family.

Key Takeaways

It’s interesting to think about how new releases can capture the classic methods of old-school movie marketing.

Social media has changed a lot since the days of MySpace and Cloverfield ARGs. But films such as Scream 5 are keeping this experiential marketing alive with their social media narrative campaigns.

A good trailer can be imperative, as evidenced by the success of The Matrix, The Ring, and Men In Black. Remember, keeping the big twists and turns for the theatre is always the right way to get audiences into those cinema seats.

We revel in the opportunity to talk about classic films. Looking through these campaigns can inform new, exciting decisions that inspire our movie campaigns.

Until our sequel, if you’d like advice on how to market your film or are looking to increase campaign engagement – contact our movie marketing experts here.

Stop your trollies! Google just announced big changes to its Smart Shopping and Ad Campaigns. Want to know what’s hot off the press?

Let’s give a warm welcome (maybe) to Performance Max Campaigns (PMC), the all-in-one upgrade coming to the Google Ads Space.

But what is a PMC? When can we use them? Arke has the answers.

Maximum Power! 

PMC is basically Google’s answer to everything. The new campaign format will allow advertisers to access all their Ad Channels from a single campaign.

The new campaign system is a shiny new tool for marketers to use for specific advertising and conversion goals that they want to control through channels using one easy-to-access source.

After a successful launch last November, PMC will be fully integrated into Google Ads by the end of Q3 of 22, so we best get to grips with it now.

If you’re working your marketing magic through Google’s Smart Shopping or Local Campaigns, we will likely be saying au revoir very soon. Let’s get into the nitty-gritty of the new setup, shall we?

How PMC works

Through Google’s automated algorithms and capabilities, PMC promises to drive better ad performance and rocketeer conversions across all of its services.

Yes, you heard correctly, all of them. From Gmail to Youtube – PMC wants to ensure your ads are being seen at the right place, at the right time, by the right target audience.

Okay, that sounds great, Google – but how do we set up our PMCs and make sure our ad reach is stretching to its full potential?

All those assets

PMC seeks to simplify the campaign process by asking you for all your assets upfront. By telling Google what your advertising objectives, conversion goals and audience signals are, Google will (hopefully) do the rest for you!

So, what do you need to do straight out the gate? Submit all you can from your brand!

By adding in every asset you’ll need (videos, images, Search Engine Copy etc.), Google will automatically shake and stir all the media together, creating the best ad-based cocktail based on where your ads appear.

However, it’s not the end of the world if you miss something out.

PMC allows you to preview your campaigns and tweak them based on the specific content. Not only that, you can submit additional signal suggestions (such as shoe delivery or shoes online), which will guide your ads to audiences ready for conversion.

The key takeaway here is to get detailed with your submissions. The more you give to Google, the better the outcome of your campaign. Just remember, there’s a fine line between detail and overstuffing – don’t add things just for the sake of it. It’s all about striking a balance!

If you want a full rundown on how PMC works – Google has an excellent tutorial you can watch right here.

The Good, The Bad & The Algorithm

With new systems comes new considerations – what are the pros and cons to this new campaign format?

Positives: 

Simplified Campaigns: 

Through automated systems optimising your ad placement, management for campaigns won’t just be quicker and more efficient; they’ll be easily accessible for all!

Usability means marketers at all levels can find use in PMC. Small business owners will have the same tools and toys that big-dog brands optimise.

Transparent Insights: 

According to Google, PMC will continuously report on how your creative impacts ad performance and optimises your campaigns around this to help improve your ROI.

On top of that, PMC will keep track of rising trends around your ads, helping users understand performance change and how audiences respond to new creative.

These insights will keep your campaigns feeling fresh throughout their run whilst advising your future, broader marketing strategies.

Concerns: 

Simplified Campaigns (again…) 

Simplifying things can be a double-edged sword.

While this new campaign process might allow more marketers to utilise Google Ad Space, where does that leave those who want to delve deeper into the intricate algorithms of their campaigns? Speaking of…

Automation

Every day the robots come closer to ruling over us all. Though automation may remove some workload, having (human) control over your spending ensures users the absolute choice in where to budget and maximise effective campaigns.

Only time will tell how efficient the Google bots budget our money. Be sure to keep up-to-date with Arke for all your algorithm needs – until artificial intelligence takes our jobs too.

How to max out your PMC

With these considerations out in the open, what are the essentials to jot down when using PMC?

Strike a good goal: 

As we mentioned earlier, PMC will optimise your ads depending on how detailed your assets are; this includes your objective goals.

To make sure you’re getting the most with PMC, your brand needs to identify what matters most for the campaign. Do you want to generate new leads or retarget to already converted audiences? Is your goal to increase sales or a blend of everything?

Before you even head to the Google Ad space, defining what needs achieving will make PMC all the more powerful.

Bid Smartly:

Don’t throw your money away – set the right bidding strategy! PMC allows you to specify how and where you splash the cash for your campaign.

The most effective strategy for PMC is Smart Bidding, where Google Ads will continue to use its machine learning to place money in the best place automatically.

However, maybe you’re the hardcore type, with the aim for your campaign to drive as many conversions as possible? It’s risky, but you could always manually bid if that’s the case – though we would advise not to as it can lead to overspending.

What’s next? 

Though automated services can have their limitations, they also offer an experience all marketers can find comfort working alongside.

Through its detailed asset services, alongside the addition of more in-depth insights, Google’s new campaign system might not appeal to everyone straight away; but there’s still time for PMC to evolve.

We’re yet to see how PMC will work specifically for retailers and OOH campaigns; Google will likely continue to invest in its automated systems and conduct further research throughout the year.
Until then, if you’d like help setting up an online campaign or want expert advice on the best bidding strategies for your ads – get in touch with our ad team now.

The creative economy is bursting with opportunity as we dive into 2022. But why is it better than ever?

There’s a lot going on right now – from pandemics to changing privacy regulations. Traditional marketing techniques have never been trickier to implement. Because of this, creative content-makers and marketers have turned elsewhere: social platforms.

Welcome to the new(ish) world of social media and subscription-based marketing – where all your advertising needs are a click away and then some!

Let’s take a look at why 2022 is the year of creative

Who me? I’m a creative 

More than 50 million consider themselves content creators now. Though platforms such as TikTok may have started as a fun time-passer in the insanity of isolation, users have found they can maintain a full-time career through it.

That’s no number to scoff at, and clearly, social media platforms are eager to get involved. Investors have poured $1.3 billion into social ad space – TikTok leading the creator fund money flow with $200 million and making waves across the platform as a result. The more empowered content creators feel the more social media channels will flourish.

But what do you really need to know when it comes to the current state of the social media space?

• Snapchat spent a whopping $250 million in 2021 for creators to exclusively use its feature, Spotlight.

• Meta announced an investment of $1 billion for further creative opportunities on its platforms.

• 58% of users say that in the next 12 months, [they] would pay a monthly subscription fee between $1 and $15 to access their favourite creator’s exclusive content.

The key? Not only are brands investing in social media advertising, but they are also eager to splash the cash for your content on their PVOD services. Until that spark dies down (if ever), it’s a vital area you should consider getting your content on.

Right now, the big dogs are barking-mad for your creative. Whether you’re an independent influencer or brand, you should be focusing on making top-quality content that catches the eyes of those looking for exclusivity.

But…

The questions are, how long will these massive platforms keep dishing out the big bucks for content creators? Will we see more creator exclusivity, or are we heading into a free-for-all if creative funds decrease?

No matter the change, what’s vital is you grab a notepad and start taking notes on how influencers interact with audiences.

It’s not enough to throw out the same content again and again; independent influencers strive to create unique and distinct content almost daily, and you should too!

If you’re looking for a good starting place when it comes to making native content that hits big on the top social media channels, you’ll love all our bite-size sessions. They’re filled with tips and tricks on when to post, what to post and how to best engage your audience.

Bring in the brands! 

For all you indies out there, big brands are still bursting with advertising potential for you to grasp.

According to Influencer Marketing Factory, 31% of creators cited influencer marketing as their main source of income. We’re seeing even the biggest of brands trying to naturalise native content onto social media.

If Spider-Man can brand itself as a TikToker, why can’t smaller businesses? Marvel’s campaign wasn’t as flashtastic as the movies; it didn’t need to be. What’s essential is that you don’t make ads – make TikToks!

Whether it’s business updates, a funny clip from the office or an impromptu Q&A, keeping the conversation going with your audience will only spark traffic and brand engagement.

Easy-peasy, NFTeasy

We couldn’t talk about creative expansion without mentioning the rise of non-fungible tokens (NFTs).

NFTs are unique, digital purchases – ranging from images, videos or artwork. When you purchase an NFT, it’s yours and yours only.

The newest crypto-craze seems to be popping up everywhere. From TikTok stars like Addison Rae to the real Slim Shady, Eminem, purchasing “Bored Ape #79” for roughly £334,000.

Though it’s yet to be seen if this latest fad will maintain its hype throughout 2022, the ability to sell creative digitally not only makes sense in these socially distancing times, they’re also pretty easy to make and distribute.

The Absolute Essentials

Whether you’re TikTokking, blogging, or NFT logging – strategising your creative is an absolute must! Here are our top tips to try out through 2022:

1. Fitting in 

Your creative on Instagram isn’t going to be the same as on Reddit. Your content needs to embed itself naturally onto specific platforms. Keep track of video length, tone of voice and assets for each service you’re testing stuff through.

2. Keep with the times 

Being yourself will always be important, but if yourself is a flat-Earther who hates dogs, memes and everything in between – you might need a brand check-up. Gen Z takes up a massive chunk of social media, with 76% of its audience desiring a brand accepting equality in ideas, cultures and experiences.

3. Don’t go OTT with your OTT   

Though creativity comes from a mindset with no limitations, the annoying reality is we have to schedule our content. If OTT services such as Youtube have taught us anything, it’s the algorithm that’s in charge. Always research the streaming services you intend to publish content on – whether it’s copyright laws, peak times of engagement or just the latest trends.

Keeping up with the latest platform trends is essential. We can help with that! Click here to see our ongoing updates on all the hot goss across the web.

Stay happy! 

Algorithms? OTT? Gen Z? That’s a lot to remember – when can I get back to the creative stuff?

Whether it’s the making or marketing of creative, though rewarding, it can be insanely stressful at times.

In 2021, a Vibley survey found that 90% of creators experienced burnout, and 71% even considered quitting altogether – we don’t like that one bit.

Sometimes, the best thing you can do for yourself (and brand) is stepping away for a moment and enjoy the creative work of others – much like ours right here (wink wink). But more importantly, don’t overload yourself; keep in contact with other creatives and reach out. Now more than ever, keeping together is a must.

Until next time, if you’d like help kicking off a creative campaign or want insights into the social media marketing realm – contact our creative team.

In 2021, Google saw a range of updates – from new keyword match types to a full-steam-ahead approach with Google Analytics 4. Not only that, the changes to FloC, Google’s attempts at a topic-based algorithm to better segment users took us all by surprise.

Google is consistently expanding, which is a big old bonus for advertisers, as these updates will provide new exciting opportunities for you to reach your target audience.

But what do you need to look out for this year to get your brand seen? Here’s what we predict to be the hottest Google ad trends in 2022.

There go third-party cookies… Again

It wouldn’t be a blog about Google advertising updates without mentioning the giant biscuit in the room: How on earth will we cope without third-party cookies?

If your business model relies on third-party cookies, you’re going to have to seriously rethink your strategy to get users to hand over their data. The good news is that even though we’re saying au revoir to cookies (eventually), third-party data will still be around. You’ve just got to be strategic.

At the moment, it’s unclear what Google plans to do to mitigate the effect of losing cookies and what their replacement will be. Jaffa Cakes? Google’s Director of Product Management for Ads Privacy and Trust, David Temkin, stated:

‘once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products’. 

Temkin also stated that those looking to create replacements for third-party cookies would not be successful as users begin to appreciate the added privacy of the removal of cookies. So what’s the answer to our cries? GA4, of course!

GA4 takes the world by storm!

We know what you’re thinking: How on earth do I collate data without cookies? Don’t panic! GA4’s got you covered.

With the ability to collate, report and analyse data, Google’s latest analytics software, Google Analytics 4, will be the next best thing when cookies finally crumble.

However, you’ll need to get to grips with it ASAP, as Google isn’t planning on slowly shifting gears to GA4. In fact, from April 2022, you’ll no longer be able to use the traditional Universal Analytics.

The good news is that GA4 is already out, so you can start tinkering away and getting to grips with the platform right now! Through thorough machine learning, GA4 can fill in the gaps missing from first-party data, which Google coins, ‘blended data’. Pretty neat for software straight out the oven.

All in all, it’s a no-brainer when it comes to trying out GA4.

Targeting options will diversify

When Apple’s iOS14 privacy update meant users could opt-out of tracking, we saw platforms and brands adapt – we even questioned the accuracy of cookie tracking entirely.

Last year, brands became more innovative; Facebook, for example, devised a people-based advertising technique, which created a loophole for brands to bypass the need for third-party cookies while gathering data on their users across platforms and devices. We predict more martech innovations heading our way into 2022.

We will power first-party data through content

Although third-party cookies help us build up an enormous amount of data, it’s not as accurate as first-party data. Your target audience isn’t as engaged, as they’ve not actively handed you their information; cookies can’t catch a break, can they?

We’re walking into a future filled with better relationships between users and brands, and by respecting your audiences’ privacy preferences, you’ll encourage positive brand awareness. If there’s one way of engaging your audience and getting them to buy into your brand, it’s through killer content.

Rule number 1 of Advertising Club? Don’t forget about your basics: Keyword targeting and contextual advertising. We predict a shift from behavioural targeting (and retargeting) to contextual targeting, so your audience’s online behaviours match up to the ads they’re being served.

Onto the bigger picture!

Gone are the dark days where we zoom in on metrics, looking at how many clicks each advert achieved; we’re looking at the bigger picture now, ladies and gentlemen.   

We’ll be #TreatingOurselves to Google’s Automated Advertising Solutions, which will allow us to plan for increasing conversion metrics with goal-based ads. And of course, these will be powered by machine learning and awesomely advancing adtech, allowing you full flexibility in how you prioritise your ad spend, targeting and reporting.

Data-driven attribution will be crucial

Whilst we’re on the topic of conversion metrics, brands will be getting to grips with Google’s new default data-driven attribution model, which launched in October 2021.

A data-driven approach will allow businesses to look at end-point conversions whilst also understanding the steps a user strut through on the conversion journey. That means more A/B testing capabilities, greater visibility of the funnel and more scope for optimisation. Let’s let Google do the hard work this year, shall we?

Shoppable ads here, there and everywhere. 

As we’ve seen on social media, in-app shopping is popping, and now Google’s set to jump on the bandwagon, specifically with YouTube. 500 hours of videos are uploaded to YouTube per minute, most by budding or experienced YouTubers… or cat connoisseurs.

A selection of the most influential creators resides on YouTube, showcasing products in their videos and through in-platform ads. It’s a no-brainer that Google would implement this feature into their top social media platform.

All of this in-app shopping is facilitated by in-ad lead generation. These create a frictionless buying experience for your audience as they can submit their information in the ad – no need to move over to your site to fill in their details! This is available on Search, Display, YouTube and Discovery, but beware as there are some limitations. For example, if you’re looking to add these extensions to a Video, Discovery or Display campaign you’ll need to have spent more than $50,000 USD in Google Ads.

Regardless of your ad spend, we’re looking at a fully-fledged e-commerce future on YouTube, where viewers won’t have to leave their seats or their streaming site to make a purchase, merely to use the bathroom. It’s all about creating frictionless user experiences, and we expect Google to reinforce the necessity for that in 2022.

Shopping on Google set to diversify. 

Following on from 2021, we know 2022 will be a year that focuses more on social responsibility, and this responsibility is shifting into ads.

We’ve already seen changes to Google’s Shopping feature, such as an increased array of filters to find items. This feature will help e-commerce brands gain more visibility with their target market and slice through the advertising noise.

Just remember the rule of 3: Highlight all USPs on your website, fill in your ‘about’ section and always include details of your store if you’ve got a physical location.

We predict these parameters to tick-tick-boom in 2022, with more people looking to shop locally, for example. So Google search ads and SEO best practices need to be at the top of your advertising ToDo’s this year if you want to win big when it comes to search. As a starting point, make sure your business profile is up-to-date on Google My Business, so people know how to contact you.

And that’s just the predictions! We’re sure Google has a few more tricks to show off this year. Constantly evolving with user trends and consumer demands, the audience (and tech) is in control regarding the future of advertising. Don’t you worry; we’ll be keeping track (and keeping you informed) of the need-to-know updates.

But for now, you’d best prepare for the demise of third-party cookies. Need help putting a plan in place? Contact our digital and advertising experts today.

2022 is already shaping itself as an innovation station in the OOH (Out-of-Home) advertising space. Rewinding to 2021, we saw some uber-creative campaigns that stopped people in their tracks.

One stellar example was SONY’s PlayStation 5 campaign, which took home the winning trophy for The Drum Awards Out of Home Award. The campaign took over the London Underground, collaborating with stakeholders to place their recognisable symbols all over London.

We’re expecting to see a lot more creativity shine through in 2022 as consumers return to work, use public transport to commute and generally get back into the swing of things outdoors. So, with that in mind, here’s what we predict will be the top OOH trends this year.

From OOH to DOOH

Before we go any further, what is OOH and DOOH? No, it’s not just something Homer Simpson says. DOOH refers to Digital Out-of-Home advertising, whereas OOH skips the digital. You can think of OOH advertising as your traditional billboard advertising; on bus stops, buses etc.

DOOH, on the other hand, refers to outdoor advertising that can be controlled digitally and powers up through data. It’s also usually more segmented and focused on a particular consumer. For example, if it starts to rain in London, DOOH advertising could incorporate this into its design or messaging, such as an ad for a local cafe suggesting to ‘Not let the rain ruin your lunch – we’ve got warm sofas and even warmer soups’.

Although there’s something charmingly distinct and novel about traditional OOH, DOOH offers vastly improved flexibility, enhanced creativity in advertising (think virtual reality, QR and quizzes), and additional targeting features like geo-targeting. All this makes DOOH a Dooh-brainer (sorry), and we’re sure to see brands utilising it in 2022.

DOOH advertising will be majoritively programmatic

Just as you were beginning to get to grips with the concepts of OOH and DOOH, they lob another spanner in the works – programmatic DOOH.

Programmatic DOOH is similar to how digital media buying works; it refers to the buying and selling of ad space.

We predict programmatic DOOH to become the norm in OOH advertising. The ability to optimise campaigns in real-time and manage ad space budgets provides brands with a real advantage when connecting with their audience, with the bonus of reducing their ROI; it’s the best of both worlds.

Omnichannel approaches will come out on top

You won’t make it far if you’re just advertising through only one medium. It’s vital you use a broad media mix to connect the dots in the user journey and make your brand more memorable for your consumer; that’s the essence of omnichannel marketing.

Due to this blasted pandemic, it’s now more important than ever to adapt your approach at the flick of a switch. One minute, people are out and about, seeing your ad on a billboard; the next, they’re stuck indoors for seven days with nothing but Google and blankets to keep them company.

A flexible omnichannel approach will ensure that you don’t waste your ad spend and that your ads get seen, even when people are back indoors. If your customers experience a seamless interaction with your brand across an array of platforms, they’re more likely to buy into your products. An omnichannel approach is all about boosting brand recall and facilitating the journey to conversion for your target audience.

OOH will branch out

Speaking of being flexible, OOH’s is about to branch out. Historically found in towns and cities, we expect OOH adverts to pack up and follow the consumers – out of the city.

We expect to see DOOH campaigns crop up in smaller towns and villages, especially on the outskirts of cities, as people benefit from the work from home schemes and opt for areas with cheaper living costs. For advertisers, this means rethinking strategy, placement, location and demographics as places start to change.

Just like the entire world, we’re dreaming of going on holiday this year, which means we’re likely to see the OOH market really take flight in airports.

What better way to target your consumers than when they’ve got hours to wait for their flight? If you know enough about your consumer and their destination, you can make big brain moves with your programmatic DOOH strategy. Flight delayed by an hour? Why not send them to the app store to download your latest game or your website to stream the hot new film right now. Know they’re going to arrive just before dinner? Let them know the food will be ready by the time they touchdown; that’s a good enough reason to clap as the plane lands!

The key? The possibilities are endless, but it all boils down to how well you understand your audience and whether you can predict their behaviours in certain situations.

OOH will help to deal with the death of third-party cookies

We’re all dreading the day third-party cookies bid farewell to us. It tugged so hard at the heartstrings that we’ve already written a blog on how you can make the most of your data and mitigate the effects of the cookie crumbling. But now you must be wondering – can OOH whip up something just as delightful in the advertising kitchen to help overcome this challenge?

A study by JCDecaux discovered that OOH priming (exposure to an OOH advert) resulted in the same awareness level as with third-party cookie retargeting. When primed with the OOH ad, brands achieved a CTR (click-through rate) similar to the CTR produced from cookie-based targeting. The study shows how OOH advertising is a powerful tool for boosting brand recall and providing that omnichannel experience.

AR wearables will facilitate interaction with OOH adverts

Whilst we’re on the subject of turning up the dial and zooming into the future of all things digital, we predict augmented reality will take off in the advertising world this year.

AR has increased heaps and bounds in popularity in the last couple of years, and now we’re looking at a future that combines advertising with AR. If you’ve heard of The Zuckerberg’s plans for the Metaverse (who hasn’t?), then you’ll know what we’re discussing here. But while the Metaverse is still yet to launch, our sights are set on highly interactive billboards.

We’ve already seen technology and OOH advertising amalgamate with innovations like QR codes and interactive design, so why not AR? As more and more people immerse themselves within the AR and VR realm, we predict it’ll become more accessible and integrated into everyday advertising.

Why wait around in the mundane real world when there are prototypes for AR wearables right now, such as AR glasses. It might be a long shot, but we’re not ruling out the possibility of clickable links at the blink of an eye and other purchases made through these smart lenses.

The future looks… Digital (Woah, that’s pretty deep). But we’re excited about the innovations that’ll spring up in OOH this year. One thing’s for sure – OOH advertising still has a place in this digital-first world we live in, plus it might even be the solution to a cookie-less future.

However, we don’t suggest you rely solely on OOH. You still need to streamline your ads across platforms to keep your consumers moving through the funnel. If you need help building your omnichannel advertising strategy, get in touch now with our digital advertising experts.

News just in, social media is everywhere! Whichever platform it may be, we’ve almost all got an account that we check daily. In fact, according to Uswitch, the average UK citizen spends up to 6.4 hours a day on the internet. With most of us checking our phone 58 times per day, it’s no shocker we spend a whopping 3 hours and 15 minutes on our mobile devices.

We’re spending 30% more time on our mobiles than we were in 2019. But what exactly are we doing on our phones? Are we watching cat videos, avoiding Nan’s third unfunny meme of the day or looking for our next employment opportunity? Well, it’s a combination of all three, but video content seems to strike the core. In fact, 96% of us upped how much video we watched in 2020, whilst 9 out of 10 social media platforms also desire videos from brands.

Let’s look at how businesses have been catering to this craving and what you can prepare for as we move into the all-new world of social media advertising in 2022.

Here’s what we predict will be the most popular trends.

1. TikTok will continue to triumph!

To Google ad or to social media ad, that is the question? Would it help your decision if we told you that in 2021, TikTok received more traffic than Google? Yes, you heard right – even on Black Friday, where Google teemed with sales, TikTok still saw more traffic. Impressive, right?

With TikTok, anything is possible; whether you’re trying to grow your reach, advertise to new audiences or retarget your current buyers, TikTok has a titanic range of features to help you achieve your objectives.

If you’re stuck on where to start with your TikTok strategy, catch up with our advertising experts’ bite-size advertising learning session.

2. Audio to blast on upwards

Listen up, podcasts started the audio trend, and now it’s taken the world by audible storm: branded audio content is here, and best believe it’s going to blow up. We all know ‘video is king’, but now we’ve got to grips with video, the spotlight has turned to audio. Live-stream audio content is about to take off, creating another level of connection with your audience. Real time audio content won’t just be limited to music streaming services; we’re sure to see live-stream podcasts become an integrated feature on social media.

It won’t just be influencers and content creators jumping on the bandwagon; everyone wants a slice of the audio pie. We’ve already seen news publications using audio spaces to debate, brief and update us as the Covid-19 pandemic continues to unfurl. And whilst we’re on the topic of audio ads, how could we not mention Sing Your Dialect, a trend on Twitter Spaces that took the world by storm!

Audio content is the up-and-coming diverse sphere anyone can bop along to. Create content, collaborate with others and share ideas; we’ve all been craving more connection, more laughable moments and more information these past couple of years, so let’s get to it and start jamming!

3. Video to stay, Instagram copies TikTok, The sky is blue

OK, I know we literally just said that 2022 is the year for audio, but video won’t fall to the way-side. In 2021, TikTok hit one billion users, rivalling Instagram’s user count. However, with Instagram six years older than TikTok, it just goes to show how quickly TikTok is dominating the social media landscape. And what does TikTok do best? Bingo, video.

Instagram’s goal for 2022 is to double down on video and catch up to TikTok, focusing on Reels and Stories to match TikTok’s offerings. The noteworthy news for advertisers and creators is that Instagram plans to add more tools for monetisation. So if you’re in your Instagram infancy and just starting out on the platform, there are plenty of ways you can make an impact with your content.

4. Native content will be crucial

Native content aims to excite and engage through compelling storytelling. Native advertising means you’ll need to position your adverts so they match the style of the platform you’re advertising on.

So which types of content should you be focusing on this year? Well, the jury’s still out as to whether static content or ephemeral (fleeting) content works best, and the world of social media seems just as unsure.

Instagram plans to focus on ephemeral content this year through Reels and Stories, but how will these translate into clicks and traffic later down the line? With static content, time spent on creative is never a dull moment, as content sticks around for as long as you want it to stick. So for startups and SMEs with limited resources, we recommend static content you can repurpose and recycle time and time again with a sprinkling of ephemeral content to tick that native content box.

5. Social responsibility will be all-important 

2021 saw Lush leave social media in a bid to align their products to their ethics and social presence, and we’re keeping an eye out to see if other brands follow suit.

But of course, it doesn’t have to be as extreme as boycotting social media entirely; we’re expecting brands to shout about social responsibility in their strategies for 2022. We expect diversity, transparency, sustainability and equality to feature heavily – and rightly so. Consumers are conscious – they want to know that their products and services are from conscious brands.

Help make strides by creating brand value-driven content. But be warned, not everyone will agree with your stance. That’s the risk you take to engage those who do. On the flip side, don’t be superficial – make sure your brand aligns with the values you put out, otherwise you may lose the trust of your brand advocates.

6. In-app shopping will become frictionless

User experience (UX) is key to improving the interactions users have with a platform, brand or business.

Now, you can even keep your target audience on Instagram, TikTok or LinkedIn while they purchase your products with in-app shopping features. We expect to see more e-commerce features integrated into social media platforms this year, with influencer marketing leading the way. To implement this into your strategy, you’ll likely need to be a Shopify merchant, and we imagine there will be some fees in the future. Want to know more about in-app shopping? Read more here.

7. LinkedIn is going to light up 

Have you logged into LinkedIn lately, expecting to see your feed filled with job offers and industry-related information, but instead found discussions, debates and downright funny memes? It’s great!

Once a professional networking platform, LinkedIn has transitioned into a place of discovery, with brands at the forefront. This shift will provide brands with even more opportunities to connect with their audience and continue to develop their personal brand. Additionally, as a channel that doesn’t feature influencers too heavily (at least for the time being), there’s less competition when it comes to getting your ad seen.

You didn’t think we’d leave you in the dark about LinkedIn, did you? We’ve got a whole session covering the advertising dos and don’ts of the platform, which you can check out here.

8.  Snapchat has lots in store for CPG brands

A study conducted by Nielsen revealed that Snap ads are effective for CPG (consumer packaged goods) brands in terms of maximising the reach of their products.

CPG brands sell the goods that consumers use regularly and often need to replace – think toilet roll, toothpaste or your favourite salty snack.

So why is Snapchat so good at increasing reach for brands selling these types of products? Snapchat’s lens tool enables users to interact with products and virtually try them before purchasing. Snap ads generated twice the ROI than other channels for CPG brands. Of course, AR campaigns can be a massive investment, but if you’re in the CPG market and want to give your consumers confidence that your products are right for them, AR ads on Snapchat may be the ticket to boosting sales.

So there you have it – our social media advertising predictions for the year ahead. Of course, we’ll be sure to keep you updated with any new developments as the year progresses, but for now, if you’re looking for a marketing team to help revamp your marketing strategy in 2022, get in touch.

Right when we thought they’d run out of ideas, they pulled us back in! The unstoppable TikTok recently held its first business showcase, TikTok World.

Though we were excited for the possible announcement of TikTok World, the theme park, the event did take us on a ride through the platform’s new exciting tools and attractions. And boy, there’s a lot.

With over 1 billion users now on TikTok, eagerly awaiting the next big hit (spoiler, it could be you and your dandy brand), why don’t we have a peek at everything new on the platform? Let’s go!

Anything from the market?

Firstly, there’s a fresh coat of paint across the TikTok Marketplace, the brand and creator space.

The update allows brands to search across TikTok and find influencers who share a similar audience demographic and are interested in collaborating for promotional deals. This service has been made all the sweeter with the added addition of more performance insights and improved sorting tools. So now you can create compelling content with creators who know the platform and see the results right before your eyes!

Additionally, those using the creative marketplace can monitor all the elements of the creative process and keep track of a campaign’s performance throughout.

But wait, there’s more! With API (Application Programming Interface), insights and feedback on TikTok creator performance will increase, as third-party platforms can now recommend initial partnerships that improve content expansion. As we prepare for a cookie-less future, the more data, the better, and working with influencers will allow you to build up a better picture of your audience and their interactions with your campaigns.

To summarise, the TikTok Marketplace is now your universe for all things influencer. By expanding your brand awareness through lookalike audiences and creators who want to grow as much as you, you’ll reap the benefit of increased ROI in the process. Result!

Let’s take a look at the other updates that can increase the success of your brand on the platform.

Free-for-all.

Next up, open applications! This feature essentially allows brands to advertise to the advertisers. You can now list a campaign you’re interested in making and post it so creators far and wide can apply. That way, you’re in control of your brand advocates and how you position your products and services.

Creators can now apply to your pitch whilst also showing off their own stats along the way, displaying audience reach metrics and examples of previous work that aligns with these numbers.

Not only can you cast a wider net for your audience, but you can also now venture into a vast sea of content creators ready to take your brand in bolder, better directions. It’s collaboration at its best.

Shall we swap digits?

Ah, the wonders of the algorithm; have you heard of the TikTok Creative Exchange? If not, get those note-taking fingertips ready!

The Creative Exchange is a self-serving portal that couples you up with the perfect creative service for your brand. By syncing your briefs and objectives with a similar service, the chances of your ad performance rising high have just skyrocketed.

Additionally, as the service is in-house on TikTok, the platform easily guides brands through the process. It’s a match made in heaven!

Get (more) creative!

Do you ever suddenly stop in the street and think, oh boy, I wish I could see what’s working on TikTok right now and explore specific examples of ads getting a lot of engagement, or maybe even a hashtag trend that’s starting to spark interest?

Marketers and influencers alike, your prayers have been answered – this is the TikTok Creative Centre, a place where brands can see what’s hot and what’s not.

The Creative Centre allows advertisers to observe trends and top-performing ads in real-time. The cherry-on-top is you can also browse the audio library to see which tunes people are grooving to, which is essential on a platform that revolves around sound and music.

By working in real-time, TikTok can help you quickly adjust to the times as they-are-a-changing and keep on top of engaging trends. But why stop there when TikTok has even more to offer?

Features for everyone.

TikTok has introduced a dedicated Video Editor, which aims to guide you through the process so brands can create native TikTok content. Through a partnership with Vimeo Create, the editing software will provide copyrighted music, visual editing tools and templates for all your TikTokking needs.

The social media extravagant then curtain calls with Dynamic Senses, a feature that uses machine learning to split your longer-form videos into the perfect TikTok snippet; no hassle required.

It’s no secret that attention spans are short – you’ve got around 3 seconds to keep your audience engaged, and TikTok’s Dynamic Senses will help you create the perfect viewing experience for your audience.

And with that, we have all the updates in our arsenal. Ready to start using them?

Hold your horses!

Having all these exciting new tools in the TikTok pool is fantastic, but it’s vital you understand the advertising essentials of the platform before diving straight in.

For example, you need to consider which ad suits your campaign best. Do you want to create deep links that direct audiences to your latest offers in-app? Single image and video ads are for you. Perhaps you want to get experimental with XR (Extended Reality) and immerse yourself in AR advertising. Whatever the case, it’s best if you know all the ad-vantageous (thank you) ways TikTok lets you advertise.

These new updates will only broaden the TikTok takeover. With marketing options that appear too good to be true, nobody wants to take their eye off the platform’s ever-growing potential. In the meantime, if you seek to supercharge your TikTok ad techniques right now, catch up with our bitesize session here.

To the future!

TikTok itself put it best, stating, “It’s no surprise that brands who have seen the most success on TikTok are the ones that have leaned into creating joyful, entertaining content designed specifically for the platform.”  

These new features establish TikTok as both a creative conglomerate and also the best place to advertise. In fact, 67% of users have been inspired to shop via TikTok, making it a top platform for e-commerce.

For marketing purposes, it’s vital you keep checking back on TikTok through 2022. Though some brands are still a little sceptical about the long-lasting respect TikTok will maintain, there’s no sign of audience engagement stopping anytime soon.

If you would like help improving your ad performance on TikTok or you are interested in experimenting with the new AR technologies social media offer, get in touch with our team of experts.

Ter-wit Ter-woo! Twitter recently published its Birdseye report on industry insights and emerging 2022 trends.

The report reveals all of the trending conversation topics of 2021, so brands can use audience insights to increase their presence, take part in the conversation and build positive brand awareness on the platform. So, what do you need to know?

We’re seeing a massive shift in how we communicate and the topics we talk openly about on social media. Long gone are the days of memes; we’re using social platforms to open up to one another, discussing authentic topics like wellbeing, equality, green initiatives and much more.

There’s real power in generating conversations around these topics on Twitter in 2022. It’s time to delve into it all and see how you can use these insights to inform your marketing strategy and take flight (bird pun) for the new year.

Let’s talk about our feelings

Jonathan Cohen, Content and Communications Director at ListenFirst, a social media analytics agency that researched into one of the Twitter reports, states that “focus on audience affinities, sentiment data, demographic information, and real-time trends” are key in 2022.

Brands need to dig deep into their audience’s interests and discover what they’re engaging with on social media.

Everyone’s chatting about movies

As movies take centre stage yet again with big releases, we’re seeing an increase in Twitter search for all things film and entertainment. There’s been a +301% YoY growth in followers on social media for film brands between 2020 and 2021.

If you’re looking to jump on this trend, you only have to mention film brands to boost your engagement. In fact, you can increase your YoY engagement by +28.4% by doing so.

When we start to analyse tweets about film and entertainment, we’re finding positive reactions. For example, ‘only in theatres’ tweets were trending in 2021, with a decrease in the level of fear between quarter 1 of 2021 and quarter 3 of the same year.

Our attitudes, behaviours and perceptions are clearly shifting as we (hopefully) move out of the pandemic.

We’re getting tech-crazy!

The metaverse is gaining momentum. There was an increase of +19,245% YoY growth of Twitter conversations around the metaverse (given it was a late 2021 phenomenon, this would make sense) and ‘virtual real estate in particular…

Inevitably, advertising space will soon get sucked into the virtual vortex. But with more and more mention of the metaverse comes more concern over digital ethics, with a reported increase of conversation around digital ethics of +32% YoY.

So how can you maximise your virtual advertising while maintaining integrity? What can you, as a brand, do to ensure you’re fulfilling your social responsibility?

The report suggests that ‘direct contact with brands and institutions through social channels helps digital citizens leverage their influence and demand a commitment to societal good’. That means getting your brand ambassadors, customer service team, and wider team on social media – communicating directly with your consumer.

You’ve also got to be transparent. In 2021, we saw brands take a stand for their brand values. Take LUSH and Apple, for example. Apple launched its iOS14 update centred around privacy, and LUSH boycotted social media as a nod to disconnecting from the distracting powers of social media.

Stands like this help brands showcase their values and help to align them with an audience that’s also passionate about the same initiatives. But remember, ensure that whatever you preach is aligned with your brand values and what your customers stand for – you can read more into this topic in our blog here.

We all want a little escape

The report attests that social media users’ behaviour toward ads and brands on social media are changing. People want a sensory experience, something to transport them to their childhood or that creates escapism reflecting visions of their future. Make your ads as engaging as they can possibly be. Make them immersive. Make them fun.

But, as we’ve mentioned with the previous example of Apple and LUSH, you also need to be socially conscious in your ads. As we shift from physical to virtual, it poses challenges to society – and we need to reinforce the importance of a ‘wellness-first transition’ to overcome the health and wellbeing implications of this shift.

Luckily, social media is evolving alongside these changes in user attitudes. With enhanced and ever-evolving targeting options, brands can ramp up their ads with interest-based targeting. Presenting your audience with ads that they want to see and that will interest them is a sure-fire way to boost your conversion rate. And if you’re able to tie in these interests with your brand values, that’s all the sweeter.

But how do people want to experience brands? 

With the metaverse making its way into our lives, we’ve seen a greater demand for experiential relationships between brand and audience. We’ve already noticed this shift shape up through social media updates, such as the increased presence of augmented reality in social media advertising so users can experience the product and ‘try before they buy’. The future looks very meta right now.

Most social media platforms have jumped on the immersive advertising interrail, meaning there’s a way to create that interactive experience across your platforms.

Why not try out Snapchat’s AR, the TikTok lenses or Facebook and Instagram’s Instant Experiences feature? These are all designed to immerse your audience in your ads, whether it’s through full-screen takeovers or visual effects that users can add to their own content, boosting collaboration between brand and user.

Advertising creative has become more emotionally driven, impactful, and in line with the customer. By that, we mean brands are tuning into their audience more, understanding what makes them tick and what resonates with them positively and negatively.

Companies then work to tie those messages into their brand – which is what marketing has always been about, right? And using innovative digital technologies like virtual reality to tell stories and captivate in their ads only helps to strengthen the message.

In a nutshell…

In 2021, six key topics stood out:

• Wellbeing
• Creator culture
• Everyday wonder
• One planet
• Technology and life
• My identity

While some of these trending topics won’t come as much of a surprise, we wanted to quickly dive into the ‘everyday wonder’ topic that surged in 2021. Last year saw a +33% growth in conversation around this, particularly focusing on a ‘need for meaning at a time of uncertainty’.

Likely brought on by the pandemic and emergence of the metaverse, we’re seeing a demand for imaginative escapism. Throughout the pandemic, households have flocked to streaming sites. Three in five UK homes signed up for streaming services in 2021, and we’ve written lots of blog articles about this increase in home cinema – (like this one).

We’re now seeing audiences seek out something a little weirder, demanding a mix of augmented reality, real-life and nostalgic experiences. Fingers crossed for smell-o-vision this year.

What do we recommend? 

• Continue to listen and adapt according to your audience. Otherwise, you run the risk of tone-deaf marketing that falls flat.
• Conduct deep-dive audience research – so you’re not just reliant on third-party data (although social media reports are a brilliant place to start!)
• Reassure your audience in your messaging. Determine how you can tie in a positive, reassuring tone when marketing your products and be a beacon of positivity in amongst all this uncertainty
• Where entertainment is concerned, position your events as ‘exclusive’ and be bold and adventurous with your creative. Build up excitement around your event, leak footage (where appropriate), and reveal behind-the-scenes footage – people love seeing behind the curtain!
• Get to grips with interest-based targeting features to really get under the skin of your users and target them effectively.

Social media is shifting, and so should your strategy – but it should always be in line with your audience, and that’s why consumer insights reports are more important than ever in 2022.

Now you’re probably wondering, ’what’ll change this year?’ – never fear! We’ll be conducting our own research throughout the year to see how consumers and the social landscape evolves. Watch this space!

If you want to shake up your social media strategy to prepare for the metaverse, contact our team of experts.

It’s no secret that TikTok’s hot. If you’re a brand that’s not yet active on the platform, you might want to hop on the bandwagon.

The good news is that it’s never too late to get your brand out there. Engaging with your audience has never been easier as TikTokkers are receptive to TikTok ads, and it’s all down to their native format as TikTok ads seamlessly flow with other content already on the platform.

If you’re wondering, ‘are TikTok ads worth it?’, the answer is a resounding ‘yes!’ Let’s delve into the ‘why’ and the ‘how’ right now!

Why is TikTok the right platform for you to showcase your brand? 

With a whopping 1 billion users on TikTok searching daily for tips, inspiration or the perfect pasta recipe, the platform is a creative playground fueled on fresh ideas. With the right content, there’s no reason your brand can’t go viral too.

The core foundations of TikTok mean you can reach your audience in an environment built for discovery. What better way to showcase your brand than on a platform where people are actively searching for something new and exciting? Your brand could be the next big thing!

Now let’s look at how you can take your TikTok ads to the next level (hint hint: it’s all about native content).

Time to collaborate.

Let’s buddy-up! Co-creating adverts with the TikTok community will allow for that native feel your content strives to be; whilst also helping you avoid ad fatigue and the subsequent negative brand perception that can affect your brand’s reputation.

During the pandemic, ad fatigue was at a stomach-rumbling high, resulting in 75% of us paying less attention to online adverts. Of course, you need eyes on your adverts if you want to move your audience through the funnel.

Luckily for us, TikTok ads are rewriting the story with their immersive, user-friendly design, so ads don’t feel quite like ads. Instead, they’re part of the TikTok experience.

Need further convincing?

Here’s why you should seriously consider getting a content creator involved:

1. 1. To build trust 

We’ve all experienced a confidence knock during the Covid-19 crisis – from fear-mongering to fake news to governments integrating then ignoring their own rules. Simply put, we’re all craving honesty, and people trust influencers.

According to the Digital Marketing Institute, 4 in 10 millennials on the app say their favourite influencer understands them more than their friends, and 49% of consumers base their purchasing decisions on influencer recommendations. Right now, influencers are an essential audience you should show off your products and services to.

2. 2. To harness the power of your brand advocates.

The truth is, you don’t even need to work with an influencer with a massive following – you’re searching for someone who loves your brand.

Recently, a new trend of ‘creator classes’ has emerged on TikTok. These are customers-turned-content makers, allowing brands to connect with brand advocates whilst rewarding your biggest fans by permitting them to become ambassadors.

You’ll be able to grow your team (and expand your reach) with those who have tried, tested and loved your products and services. Plus, the more ambassadors you factor into your content strategy, the bigger the audience reach.

With unique personalities and channels, each of the ambassadors can showcase your products in different ways based on their content style, ranging from demos to funny videos and dances. That way, you can reach your audience in whatever way they love experiencing TikTok.

So, to quickly recap. Handing the mic to people who love your brand, and are uber-confident with their TikTok skills, is key to creating native ads.

What about content?

When it comes to content, TikTok’s not all song and dance. OK, well, the majority of it is. But there are some other vital things to consider in your content strategy. 

1. 1. You need to give users a reason to join in. Encourage creative collaboration and allow your viewers to engage with your content through challenges, hashtags and Q&As.

2. 2. Time to get trendy! Before you sit down to create your content plan, look at the new hot goss discussed on the platform. Being relevant and flexible in your approach will be pivotal to discovery. Working with brand ambassadors will help you keep your finger on the pulse.

3. 3. Tap into creator talent and hand over the reins to them. You know your brand and your creators know TikTok. Allow them to work their TikTok magic and help produce a native approach to showcase your brand and bring in those customers!

If you’re an eager beaver and want to discover even more about creating a stellar content strategy, check out our bite-size session on TikTok here.

How can you check your ads are having an impact? 

You’ve got your content sorted – now you need to know how to track and measure the success of your new strategy. It doesn’t stop at looking through immediate clicks and impressions.

Don’t be fooled by initial impressions. According to TikTok, ‘even though only 14% of users will click on a link in a TikTok ad right away, they’re just much more engaged on TikTok. What this means for brands is that users have likely consumed more content about your brand on the platform, and often end up coming back to the brand site later.’

People don’t want to interrupt your top-the-the-crop content by clicking a link. As video ads become even more native (TikTok gets the gold in that department), you’re not likely to see the impact of your social media ads straight away.

But never fear; data from Nielsen !Q shows that viewers are 1.5 times more likely to buy after seeing a product ad on TikTok.

How can brands accurately track results? 

We know what you’re thinking – how can I measure the success of my campaigns when the initial results don’t paint an accurate picture?

Click-through attribution won’t be suitable for brands with long attribution windows for their products (usually those of higher value). So, let us introduce you to the wonderful world of VTA – or view-through attribution.

VTA will allow you to accurately measure and track sales attributed to a particular advertising campaign. You’ll be able to see how your audience engages with your brand in the long-term as the result of your stellar ads, rather than relying solely on last-click behaviour.

Key Takeaways. 

We’ve been chatting about TikTok non-stop in blogs, webinars and on social media; that’s because it’s shaping up to be the biggest and best platform. It’s already taken Google over in terms of traffic, so what’s stopping it from becoming the number 1 in the next few years?

And it’s not just teenagers on the platform. In 2022, 53% of TikTok users are over 30 years old, so there’s potential to hit your target audience, whatever their age.

TikTokkers’ reception of ads on the platform provides a great advantage to SMEs looking to expand their reach and improve their brand recall. It’s now easier than ever to work with content creators on the platform, even on a small budget.

Native content is a must on social media advertising – not just on TikTok. You can’t just replicate content across platforms; you need to be changing with the times.

With that, if you want to boost your brand on TikTok and implement a stellar strategy, get in touch with our social media advertising experts.

It appears we have an imposter among us in the short-form content realm. Instagram Reels not only takes a leaf out of TikTok’s strategies of content creation, but it’s also doing its darndest to monetise it.

So, what’s the latest with Instagram? How can advertisers maximise the platform’s potential? That’s why we’re here, and that’s what we’re going to answer; let’s jump into it!

Get Ready to Rumble! 

Instagram had a very busy 2021. For starters, after testing, the inclusion of ads within the Reels format was finalised and began appearing across the globe. Good news, right? Well…

Reels intended to reignite the Instagram love affair; however, the platform hasn’t shied away from discussing the issues it faces. In an interview with The Verge, Head of Instagram, Adam Mosseri stated, “I’m not yet happy with it…We’re growing both in terms of how much people are sharing and how much people are consuming, but we have a long way to go. And we have to be honest that TikTok is ahead.”

Good old TikTok, even when the news is about something else, it manages to appear like magic. Imitating TikTok is not a terrible idea, as the platform continues to carve new avenues of creative advertising and marketing for us to explore. In fact, advertising has become so successful on TikTok the company raised top-spot advertising placements to $2 million for only one day!

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