MAGnet #47 22/04/2022

Magnet #47

Welcome to this week’s magnet. We’re talking eye-catching creatives, Netflix considering advertising & bringing your attention back to C-Flight launching.

Enjoy.

Pat on the back: Liverpool ONE

A pink digital advert, with flowers and a mother and daughter looking happy at Liverpool ONE

This week we wanted to highlight a creative for one of our DOOH campaigns with Liverpool ONE. As marketers, we know that  D/OOH campaigns are driven by creative design that engages with an audience in ways that other advertising channels can’t. So if we zoom in on the details here; we’ve got sparse but clear text, instantly telling the audience that as the world moves into spring, so does Liverpool One, and the colours and floral embellishments further push the message that Liverpool One is a destination for the audience this spring.

Data: C-Flight

Especially for marketers this week- CFlight has now launched. As mentioned many months ago, CFlight is the UK’s first unified TV advertising metric that captures the vast majority of live, time-shifted, and on-demand commercial impacts and impressions across all viewing platforms.

It enables TV and AV buyers to see the total reach and frequency of their campaigns across all forms of TV. Originally created by NBCU in the US, CFlight was adapted for the UK marketplace by Sky and Broadcaster CFlight is a joint initiative between Sky Media, ITV Media, and 4 Sales.

 Ride hailing apps:

Ride hailing apps are still booming in the UK, as Uber plans to add long distance travel bookings to it’s app later this year, including intercity flights, trains and coaches. It’s aim is to become the ‘one stop shop for travel’. What this will mean for the way a consumer books their travel or holidays is yet to be seen, but it will be interesting to see whether this helps reshape the industry, and how far Uber can grow from it.

Statistics: Netflix

Netflix lost 200,000 subscribers in the first quarter of 2022 – bringing it to 221.6 million. It anticipates a further 2 million gone in the next. Shares dropped 20% in response to the news.

There could be a few reasons for this- and Netflix blamed several factors, including suspending 700,000 accounts in Russia, the supposed end of the pandemic’s TV bingeing and password-sharing were other cited factors.

But not mentioned were the competition such as Disney, and the  the ’cost-of-living crisis’ is seeing consumers drop many TV services, according to Kantar data launched earlier this week.

This could be why we’re seeing the subscription video services introduce advertising tiers. Disney was the latest big addition to the AVOD space, and Netflix might be soon to follow to aid growth- it would give advertisers opportunity and a new space to break into. It’ll be an interesting development to watch.