Advertising Overview & Formats

Over the last 20 years, advertising budgets have undergone significant shifts in allocation, reflecting changes in media consumption habits and technology. Traditional print media, such as newspapers and magazines, have seen a decline in advertising spending, partly due to the rise of digital alternatives and the decreasing readership of print publications. TV advertising has remained resilient, there has been a gradual shift from traditional TV to digital streaming services. Advertisers are increasingly investing in online video platforms and streaming services to reach their target audiences.

The biggest transformation has occurred in the digital advertising space. Advertisers have shifted a significant portion of their budgets to online platforms, including websites, search engines, and social media, driven by the ability to target specific demographics, track user engagement, and measure ROI more effectively.

Social media advertising has witnessed explosive growth. Platforms like Tiktok, Facebook, Instagram, Twitter, and LinkedIn have become essential advertising channels. Advertisers appreciate the vast user base and the ability to tailor ads to users' interests and behaviors. With the proliferation of smartphones, mobile advertising has become a dominant force.

Advertisers invest heavily in mobile apps, games, and mobile-friendly websites to reach consumers on their devices. Video content has become a key focus for advertisers. YouTube and other video-sharing platforms offer opportunities for video ads, and even short video content on social media has become a popular advertising format, using automated, data-driven programmatic marketing allows advertisers to target specific audiences in real-time, optimizing ad delivery for better results.

Advertisers are increasingly using native advertising, which blends seamlessly with the content on websites and social media. This approach is less intrusive and often provides a better user experience.

Collaborations with social media influencers have become a significant part of advertising strategies, especially for brands targeting younger audiences.

TV (Satellite / Digital) and Cinema Usage

UK (to include N. Ireland), US & Canadian Primary Television , including satellite comes under TV usage and should be calculated on TVRs or a buyout based on TVRs for the UK and N. Ireland, or Residuals for USA and Canada & buyouts for all other territories . 

UK Satellite (to include N. Ireland): Includes all Freeview, SKY, BT, Virgin, Talk Talk etc.

Video-On-Demand (VOD (to include N. Ireland)): streamed content available via catch up services comes under TV usage and should be calculated on TVRs.

SVOD (Subscription Video-On-Demand): Netflix, Amazon Prime, Now TV, Apple , HBO etc. comes under TV usage and should be calculated on TVRs.

Cinemas including outdoor screens comes under TV usage and should be calculated on TVRs.

Online or Internet 

Paid online advertising: (including VOD – stated under TV above); pre-rolls, banners and click-through links on webpages and on-line media/social  media Eg: Newspapers and Social Media

Social Media N.B.: Any stills or video on Facebook, Twitter, Instagram, youtube, etc 

Podcast: audio/ video files distributed over the Internet for playback on portable media players/device.

Viral: using social networks to increase brand awareness. Usually sent as electronic mail i.e. video clips, interactive flash games, e-books, images etc.

Mobile Episode (Mobisode): an entertainment program, not exceeding 5 minutes in duration, produced for exhibition on the screen of a hand held device. Most often seen on Instagram & Snapchat

Non-Paid online: Eg: Client website, Client Social Media channels, including partners eg Nectar Points

PR and Showreel Internet use: creative parties websites and social media -Agency, Production Company for reviews & news on sites like Campaign Marketing, David Reviews, Marketing Week , Casting Director , Actors' website etc etc.

Print & Other Digital Usage

Out of Home (OOH): marketing in public places/ transit / waiting / commercial locations. NB: OOH tends to refer to poster print campaigns.

Advertising on digital displays. Eg: Digital billboards, moving escalator commercials and large screens in public places. NB: DOOH tends to be short, specific, creative, and not a full length 40 or 60 commercial.

Outdoor print: printed, static image/s in public locations. Eg: posters, bulletins, transits, terminals/stations, escalator panels, bus stops, bus sides. NB: Most print work is used online in other media formats too.

Store: in the store where the product is bought. Print and/or digital - when shown on a screen – Eg: airport duty free, retail shop, car dealership etc.

Point of sale (POS): advertising at the place where the product is bought. Likely print materials at the point of purchase - so cardboard stands, in-store posters, shelf inserts etc. NB: the range of POS may extend to many retail units. It is advisable to try to find out which stores and how many i.e. Nurofen is sold at pharmacies and all supermarkets.

Product Packaging (can be included in POS) 

Consumer magazines ,newspapers supplements, inserts, mailers, brochures, in-store leaflets, postcards etc.

Trade magazines, supplements, inserts, mailers, brochures,

Stills: still images, usually involving a stand-alone stills shoot (separate to the moving media broadcast campaign).  NB: PLease include a caveat for any stills used from the film that may end up on social media

Print and/or Digital Billboards around the stadium (national and local). this may show to global home audiences via broadcast, as well as those at the stadium, and also via 3rd party sites including news etc

Transport - including/excluding Transport For London: may include posters in the stations, at platform sides, on bus stations, on bus sides, on the escalators. Can be print and/or moving image. NB will often be included in OOH/DOOH use.

National Press: print and/or digital - Newspaper & Magazine advertising, including App and Digital versions 

Regional Press: print and/or digital. Will have less scope/reach than National Press.

Direct Mail: is a form of direct marketing where products and services are marketed through a range of promotional printed advertising materials which are directly posted to the business or home address of recipients. It is charged according to the proposed total audience/run of the marketing materials ie 1-2 million etc.

In-flight: advertising on-board an airline. Eg: in-flight entertainment, magazines, tray tables, seatbacks etc.

ATL (Above The Line): a more general term for media which is broadcast and published to large audiences such as TV, internet, cinema, radio, print, OOH, this is to a mass / general / unspecified market.

BTL (Below The Line): involves targeted audience specific advertising, usually direct mail/email, flyers,

POS, brochures, sales promotions, retailer promotions, retailer publications , internet use such as 3rd party retailer website/s.

Experiential or Gorilla Advertising: event based campaigns where there is some direct interaction with the consumer/audience,

Digital In-flight: advertising on-board an airline. Eg: audio or visual during in-flight entertainment

Digital Windows: where commercials/films are broadcast to the public outside from inside a location , usually from a retailer but, facing out towards street, not internal as in-store

DOOH (Digital Out of Home, also known as Digital signage): out of home digital use