ITV ad revenues to fall in 2019 as Brexit uncertainty weighs, Liberum predicts

Proactive Investors Limited | April 01, 2019

The overwhelming elephant in the room for broadcaster ITV plc (LON:ITV) is Brexit and the impact it will have on advertising revenue, Liberum said as it cut its target price on the shares. In February, ITV warned Brexit uncertainty and no World Cup football boost would hold back profits in the first half of 2019.The broadcaster said it expects advertising revenues to fall by 3-4% year-on-year in the first four months of the year as companies become more reluctant to pay for ad campaigns until there is more clarity on Brexit. Liberum expects ITV’s total advertising revenues will drop 3.7% in 2019, compared to its previous forecast for a 1.2% increase. The broker also cut its forecast for adjusted earnings per share in 2019 by 16% to 13p and lowered its estimate for 2020 by 17% to 15.3p.

Spotlight

Post the Xaxie Awards UK we were fortunate enough to speak with some of the industry’s top thought leaders to develop a three part interview series on “The Future of Advertising”.
In our second Episode, we talk to Stuart Mays, Commercial Director at Global, The Media Entertainment Group to get his thoughts on consumer advertising.

Spotlight

Post the Xaxie Awards UK we were fortunate enough to speak with some of the industry’s top thought leaders to develop a three part interview series on “The Future of Advertising”.
In our second Episode, we talk to Stuart Mays, Commercial Director at Global, The Media Entertainment Group to get his thoughts on consumer advertising.

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PenFed Credit Union Announces the Launch of its Massive Advertising Campaign in the Washington Dulles International Airport

PenFed Credit Union | February 11, 2021

PenFed Credit Union, the nation's second biggest federal credit union, today reported the launch of its massive advertising campaign in the Washington Dulles International Airport. The "PenFed Saves You Money" advertising campaign is situated in perhaps the most intensely trafficked zones inside the air airport: the passage interfacing withdrawing and showing up United Airlines Hub passengers between Concourse C and the AeroTrain station heading to move flights and Main Terminal. "PenFed is in a perfect position to ramp up our presence here in our hometown Washington region while also reaching travelers from across the nation," said PenFed Credit Union President/CEO and PenFed Foundation CEO James Schenck. "PenFed is proud to serve a mobile membership. We continue to move forward together and gain momentum. We're already off to a great start welcoming new members in 2021 after closing out a record year in 2020." The advertisements highlighted in the tunnel located between United Airlines Hub Concourse C and the AeroTrain Station incorporate two massive wall wraps parallel to the moving walkway and six adjacent pressure texture divider shows with light and sound highlights. The "PenFed Saves You Money" incorporated showcasing campaign was at first launched in November of 2020 with multimedia messages proceeding to run in markets across the U.S. highlighting how members from the military and civilians both save money through PenFed's incredible rates.

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Clear Ads Offers Exclusive Amazon Ad Campaign Management Opportunities to Businesses

Clear Ads | November 25, 2020

Clear Ads, a digital advertising agency that centers around Amazon ad campaign management, shares how Amazon advertising demand side platform (DSP) can bring powerful advertising opportunities to businesses. Amazon DSP is accessible to both advertisers who sell products on Amazon and those who do not. Amazon DSP is described as a platform that enables advertisers to automatically buy display, video and audio ads. It additionally permits advertisers to reach, educate and re-engage customers both on and off Amazon. It has quick become an integral part of many a marketer's digital advertising strategies. George recommends two factors that might be adding to this development. To begin with, Amazon has a characteristic preferred position in focusing because of the colossal measure of information it hangs on purchaser practices and purchasing patterns. Second is Amazon's ongoing venture into blended media promotions.

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LinkedIn to Downrank Engagement-Baiting Posts and Polls

LinkedIn | May 09, 2022

LinkedIn has decided to restrict the reach of several types of posts in user feeds. In addition, it has agreed to update its algorithm and ranking of content to ensure that the users get improved relevancy in their feed. The users on LinkedIn are currently bothered by the low quality, irrelevant, political and engagement baiting content. The users have also been observed to witness excessive polls. Therefore, LinkedIn will offer controls to the platform users for their preferred content choices to achieve the targeted approach. For the past six consecutive quarters, LinkedIn has been reporting the peak levels of engagement growth. And as the pandemic is being washed down, the interactions on LinkedIn seem to have picked up some traction. However, as the platform does serve the attention economy, it gets utilized for 'growth hacks' and algorithm manipulation to get the maximum content performance. While one may consider these practices fair to achieve brand awareness goals, when these tricks become the trend to be followed by the masses, it negatively affects the user experience. LinkedIn has started to make the following changes in its feeds. What users can get control over: "I don't want to see this" option: Users will be able to opt out of the irrelevant content from their feed if they come across it. In addition, the three dots of any post will let the users submit feedback about that post. "I don't want to see Political Content" option: As it suggests, users can report the political content and choose not to see such content. Currently, this option will be provided to the users in the U.S. In the LinkedIn blog post for these recent updates by Linda Leung Director of Product Management at LinkedIn, she states: "We heard from some of you that you don't want to see political content. To fix this, we're testing a way to give you the option to reduce political content in your feed. While we're only testing currently in the U.S., based on feedback we receive, we may further develop the feature and expand it to more regions and languages." Source: LinkedIn What users will see more of in their feed: Updated and relevant content from the user's network: LinkedIn will focus on filtering out the content which is not of interest to the user. For someone seeing a comment congratulating someone's job change may not be helpful; such interactions in one's feed will be reduced. "Staying up to date on your network is a key part of the feed, but that doesn't mean you need (or want!) to see all the activity from every single one of your connections. For example, you may not get a lot of value from seeing a connection's comment on someone else's post about a job change if you don't know that other person. That's why we'll be showing you more targeted activity from your network, and where you'll be more likely to join the conversation, too." LinkedIn Blogpost News and insights: The users will see more information-rich content coming from industry experts and thought leaders. LinkedIn says they have been told by many that the platform audience cares to hear from the industry leaders and experts to get useful insights. What users will see less of in their feed: Low-quality content: Misleading engagement baiting content will be hammered down, and it will not get any help from the LinkedIn algorithm. "We've seen a number of posts that expressly ask or encourage the community to engage with content via likes or reactions – posted with the exclusive intent of boosting reach on the platform. We've heard this type of content can be misleading and frustrating for some of you. We won't be promoting this type of content and we encourage everyone in the community to focus on delivering reliable, credible and authentic content.", from LinkedIn Blogpost. Unprofessional interactions/conversations: To ensure a constructive environment on the platform, LinkedIn is investing in the teams, tools, and technology to add value to the user's professional journey. LinkedIn said in its blogpost, "We work hard to keep the conversations and content on your feed safe and constructive to deliver the best possible experience for you. This includes taking action on content and profiles that violate our Professional Community Policies." And lastly, the polls: LinkedIn has received somewhat discouraging feedback regarding polls from the community. Therefore, LinkedIn will ensure only to display the relevant polls to the users. LinkedIn has promised to improve the content quality and experience on the platform. In the concluding remark, the LinkedIn Blogpost states: "We look forward to sharing more updates on how we're improving the content quality experience, so that you continue to have a safe, productive, and trusted experience whenever you come to LinkedIn."

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