Industry headlines


20th - 26th April 2015


April 24, 2015

Channel 4 to shut E4 on day of general election to encourage youth vote

Channel 4 will shut down E4 on the day of the general election, pulling the plug on a schedule including hit US comedies The Big Bang Theory and How I Met Your Mother, in a bid to encourage more young people to vote. E4 is the number one digital channel for 16- to 34-year-old viewers in the UK, attracting a 5.2% share of the young demographic to date this year. Viewers tuning in on 7th May will see ‘Darren’, the man responsible for keeping E4 on air, manning the control room in place of its regular programming in a bid to boost the number of under-25s who take part in voting

April 24, 2015

Ewan McGregor satirises the advertising process in BT ‘Behind the Scenes’ TV campaign

BT’s new TV advertising campaign hit screens during Channel 4’s ‘Gogglebox’ on Friday and sees leading actor Ewan McGregor starring alongside BT Sport Ambassadors and footballers Robin Van Persie and Alex Oxlade-Chamberlain. The campaign is a parody of the advertising process covering all aspects of production from casting, rehearsals, pre-production, post-production and voice over recordings. Famous faces will be roped in from the worlds of acting, celebrity and sport over the coming months to satirise the process alongside the recurring characters such as ‘BT Clients’, ‘The Director’ and ‘The Ad Agency Creative’. The TV campaign will be supported by a national campaign across various media channels.

April 24, 2015

ITV’s Britain’s Got Talent dominates Saturday night

The weekend’s TV offerings saw ITV’s freshly returned variety show defeat the competition to win over the biggest audience for a second week running. An average audience size of 9.5 million viewers tuned in to the second episode of the constantly successful show’s ninth series. Around the same time, BBC One attempted to win over the family audience with adventure show Atlantis, but the latest Mark Addy escapade took in just 2.6 million viewers.


April 24, 2015

L'Oreal to launch its first programmatic trials transforming its digital strategy

L’Oréal is to launch its first programmatic trials next month as it looks to transform its digital strategy and marketing plans to better champion creativity and drive an emotional connection with its consumers. L'Oreal will be capturing data over a 3 month period with tests for Lancôme, Maybelline and L'Oreal Paris. They will look to monitor consumer reactions to different marketing creative with a view to expand programmatic across the company’s entire brand portfolio.

April 24, 2015

Google launches cross screen 'info cards' on TrueView ads

Google has launched 'info cards' on TrueView ads allowing brands to provide links to other videosrelated to the ad, or to their website. The 'info cards' are rectangular boxes that appear on the screen when someone is watching an ad, and are automatically formatted to fit mobile screens. Currently brands can make use of a smaller link, or annotations, towards the end of a video however this is not formatted for mobile devices. Whereas 'info cards' will be larger and feature an image to ensure users are engaging.

April 24, 2015

Twitter maps out Premier League football fans

Twitter has created a custom Premier League follower map which plots the geographic location of each of the top 20 clubs in the UK. The map shows you where you'll find followers for every Premier League club, with some coming from areas that are thousands of miles away. Built using data pulled from the official Twitter accounts of each team the map provides a snapshot of followers at a glance, with scalable details allowing localised neighbourhood searches within the UK.


April 24, 2015

Brands face Google 'mobilegeddon' after search changes

Brands face a heavy drop in traffic after Google made significant changes to its search algorithm to favour mobile-friendly websites. The changes mean the company will now boost sites that display well on mobile devices in mobile search results, and downgrade those that do not. Advertisers whose websites do not cater for mobile may start to see fluctuations in their organic performance as soon as April 21st, when the roll-out of the new algorithm begins


April 24, 2015

Digital screens are being showcased on London's underground network targeting commuters

Transport for London (TfL) is working with Exterion Media and NEC to produce a 'premium visual experience' for commuters. As well as being able to display high quality moving images on huge 11 square-metre screens, the new DX3 technology features state of the art media players that offer live feeds, video content and daily features. According to Kinetic worldwide the volume of DX3 screens is set to grow by more than 40% allowing advertisers to tailor content to audience based on different times of the day & location


April 24, 2015

BBC Radio 1 launches campaign to promote new brand positioning

BBC Radio 1 has launched a campaign to reposition the brand as a channel that offers new beginnings. It is the first time in five years that the radio channel has repositioned itself. The campaign, called ‘where it begins’, aims to show that Radio 1 is at the heart of new beginnings as it kicks off the summer festival season and helps to launch new music artists and music movements.


April 24, 2015

BBC News online to feature stories from the regional press

The BBC has announced plans to roll out an improved method for linking the best stories provided by local newspapers across the country, from BBC website Local Live streams. The news follows successful pilots in West Yorkshire and the North East where local newspapers send a link to their strongest stories, which then feature on the BBC News website. The spat between the regional press and the BBC over content rights and fair attribution has been long-running, but the latest announcement signals a greater commitment from the BBC to contribute to a healthy local journalism sector.