Social media platform TikTok has launched its ‘Pulse Premiere’ advertising solution in the UK, securing Sky Sports as its first approved British publisher.

TikTok’s ‘Pulse Premiere’ solution allows advertisers to place their ads directly after premium publisher content on the platform’s For You page.

As a result, advertisers will also have the option to purchase ads to appear alongside publisher partners for specific tentpole events as well as evergreen, ongoing content.

“TikTok is designed to provide joy and entertainment to consumers while giving brands the creative tools to be discovered and build deeper connections with the communities around them,” TikTok General Manager of Global Business Solutions, Kris Boger said.

“With Pulse Premiere, advertisers will now have even greater control and the opportunity to tap into the cultural moments – be it sport or entertainment – that’s most relevant to their audience, supercharging their brand exposure.”

Since its launch, TikTok Pulse has proven to increase ad recall by +10.5% and awareness by +5.7%, by ensuring brands appear next to the most relevant and culturally-impactful content that has highly engaged and primed.

Sky Media Director of Digital Advertising, Graeme Hutcheson added: “Football and sports are a massive part of social currency and talkability.

“There’s nothing like watching the game live, but whether you missed out or want to relive a magic moment, those shareable video moments that are exclusive to Sky Sports, regularly spread like wildfire.

“By partnering with TikTok we’re enabling brands to be at the heart of the conversation with an engaged audience.”

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The tool, dubbed ‘Direct Web Attribution’, will enable advertisers to measure the impact a TV campaign has in generating interest and traffic to a brand’s platforms – with the aim of enabling brands to measure mid-funnel consideration and intent goals, link TV exposure to online response, and directly understand the customer journey.

“TV continues to remain the most trusted and impactful way for brands to engage current and future customers, illustrated by the growing number of digital native brands turning to TV. Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool,” said Dev Sangani, Director of Strategy and Capability at Sky Media. “It’s really exciting to see the results for these campaigns come through. Our emerging insights show that there is a 50-100 per cent increase in web visits attributed to TV versus traditional models. Clearly that means TV’s impact on advertising performance has been wildly underestimated.”

The tool will be available across linear, on-demand, and addressable TV campaigns via AdSmart, with sponsorship being added in the ‘coming months’. All data will be available to view through Sky Analytics, Sky Media’s self-serve reporting tool.

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The Kings of the Premier League show, hosted by Soccer AM presenter Adam Smith, will air on the last Friday of every month at 8pm on Sky Sports Premier League, YouTube, and video on-demand. The 30-minute show welcomes ex-pros, social influencers, and celebrities to analyse player performances. Today’s first show will feature a guest appearance from Sol Campbell.

Budweiser already runs its King of the Match competition – where fans vote via the league’s app on who they thought was the best player following Premier League matches – through its partnership with the Premier League. The beermaker is also the first-ever sponsor of Sky Sports’ Power Rankings, which is a league table of all players updated weekly by analysing more than 30 stats. These rankings will also be discussed on the Kings of the Premier League show.

“The Budweiser sponsorship of the Premier League celebrates the Kings of the game and aims to bring fans closer to their Premier League heroes,” said Jessie Lander, senior brand manager at Budweiser. “The Kings of the Premier League show does just that – by connecting players, pundits and influencers directly with viewers.  We’re excited to see the show come to life after months of planning.” 

The campaign, which aims to reach people aged between 18 and 34, will also feature spot advertising across both traditional feed and pub TV feeds, social posts on Sky Sports and Football Daily channels, and video on-demand advertising.

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An all-child cast explore the electric vehicles in a three-minute film, asking the questions that adults won’t, during the six-week campaign. The aim is to raise awareness of Kia’s electric cars amongst families, while growing engagement and brand warmth.

The content, which was produced by Recipe, will be available on video on demand and amplified through a Sky News native article, digital display, and social media as well as through linear TV advertising. There is also a branded ‘Sky One Presents’ introduction ahead of spot advertising on the channel.

The campaign runs from today (19 August) until 29 September.

“Sky Media will be the perfect partner for our brand, being able to amplify our wide range of electric and alternative fuelled models across such a broad scale of media will ensure that our electric credentials are seen by a wide range of consumers that are a sure fit within our target demographic,” said Jane Fenn, head of brand communications at Kia.

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Over 25 series from 17 publishers will be launching on Snapchat, with new additions including Fake or For Real from The Guardian, Hotspots from Sky News, and Most Expensivest from Vice. The new shows aim to expand the selection of local content available via Snapchats Discover section, which already features Publisher Stories from well-known UK brands including The Telegraph, The Sun and The Economist.

As Shows, the new content will be easier to find, with dedicated profile pages for each Show where Snapchat users can access all available episodes and seasons. Shows will include six-second non-skippable ads, which advertisers can purchase through Snaps self-serve platform.

“We are delighted to be expanding the range of premium content on our platform and welcoming more of the media brands Snapchatters in the UK and beyond know and love,” said Rami Saad, head of international content partnerships at Snap. “Our priority is to provide Snapchatters with a personalised experience that features a diverse mix of credible, local voices alongside some of the best content creators from around the world. We are also excited to help our partners build their brand with a highly engaged, global audience.”

The shows span a range of entertainment, lifestyle, news and sports content, all cut in the vertical, full screen format for a mobile native experience. They will average five minutes in length, and will include a visual style inspired by Snapchat, with motion graphics, split screens, quick cuts and more.

“The Guardians Fake or For Real is a unique and innovative show that challenges viewers on their preconceptions about current news,” said Anna Bateson, chief customer officer for Guardian News & Media. “It drives a high amount of interest and engagement, and were delighted to be bringing it to Snapchat and delivering our journalism to a wider audience on this exciting platform.”

Since launching in 2015, Discover has expanded to over 100 partners globally, and in Q3 2018, Snapchats current slate of 21 Shows reached a monthly active audience of over 10m viewers. Time spent watching Shows on Snapchat has more than tripled since the beginning of the year, and the US shows are already attracting users in the UK, where advertisers have been able to reach 5m users with a 28-day campaign.

“Were happy to be partnering with Snapchat to showcase our brand new digital series Hungerlust, celebrating local dishes from around the world and the passionate people behind the food,” said Mike Fox, chief marketing officer for Culture Trip. “At Culture Trip, were focused on telling stories that capture what is unique and special about places, people and cultures. Snapchat Stories provides an ideal platform to help get our creative video content in front of a curious, inspiration-hungry audience.”

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Tourism Ireland

The campaign focuses on world-class golfers and Sky Sports Golf pundits Paul McGinley and Nick Dougherty as they explore various spots around the country in branded video content. Segments were filmed from the Irish Open golf course in Ballyliffin and at the Sky Sports Golf studio, and feature McGinley taking an in-depth look at his favourite golf clubs in the North West of Ireland, and Dougherty walking fans through local golf courses, famous sites and hidden gems where visitors can eat or drink.

Professional golfers including Lee Westwood, Graeme McDowell, Paul Dunne and Jon Rahm star in other branded creative, sharing why they love to play in Ireland, while a final video features Irish Open fans being interviewed on why they love golf, along with stunning aerial footage of golf courses across Northern Ireland and the Republic of Ireland.

The content is available to view online on SkySports.com, together with blog posts about great golf in Ireland. The campaign is being amplified through social media and the Sky AdVance platform, targeting golf and travel fans based on TV viewing segments to deliver a 30 second promotional montage. Sky AdVance runs across Sky’s digital properties, as well as on websites and apps outside of the Sky portfolio including Travel Supermarket, The Guardian and Golf Digest.

“We are excited to be working with Sky Sports Golf to create an engaging suite of films that showcase the great golf on offer across the island of Ireland to their loyal viewers,” said Darren Quinton, consumer marketing manager at Tourism Ireland. Video content marketing was selected as it offered the best vehicle to showcase Ireland’s world class courses, as well as promoting “the 19^th hole” – Ireland as a holiday destination.

“This compelling campaign takes full advantage of our unrivalled golfing talent, content and audience insights, and will encourage more golfers to visit the exceptional Irish courses,” said Rachel Bristow, director of partnerships at Sky Media. “It’s a great message to mark the Championship returning to Northern Ireland for the first time in 68 years.”

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Presented by Adam Smith from Sky Sports and Joe Thomlinson from Football Daily, the six-part series features fans from rival teams from both the English Football League and the Scottish Premiership League going head-to-head in driving challenges using the Isuzu D-Max.

The multiplatform campaign integrates broadcast, digital and social content from Sky Sports Soccer AM and Diagonal Views Football Daily, with a bespoke ad targeted at millions of men across a range of Sky Medias channel. The ads include a red button activation, enabling viewers to immediately access the three-minute long episodes.

The series will also be available via On Demand in the Sky Sports section, and will be shared to Sky Sports and Football Dailys social channels, which include 5.5m Facebook followers and over 2m YouTube subscribers. Skys AdVance technology will then be used to re-target users who have seen the ad with click-through display ads, taking consumers to a branded Isuzu content hub on the Sky Sports website.

“Were always looking to push boundaries and thing of new and exciting ways to help our clients engage their target audiences,” said Rachel Bristow, director of partnerships at Sky. “In a Sky first, were using a unique mix of both our TV and social channels to ensure Isuzu engages sports in a fun, compelling way.”

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Quantcast appoints Sam Barnett as its first chief product officer
Sam Barnett, former CEO of Struq, has been named as the first ever chief product officer at leading AI firm Quantcast. Barnett will oversee the development and growth of the company’s global product portfolio, reporting directly to CEO Konrad Feldman, as Quantcast aims to strengthen its AI-driven audience behaviour platform.

Barnett first joined Quantcast in 2014 when his company, Struq, was acquired by the firm. He most recently served as senior vice president for the firm’s Measure division, and he has focused on developing Quantcast’s AI-driven solutions to provide publishers with a better understanding of their audience data, and more tools to monetise it.

Barnett’s former company Struq used machine learning to personalise ads for some of the world’s biggest brands, and while CEO, he was recognised by the Great British Entrepreneur Awards as Digital Innovations Entrepreneur of the Year in 2013. As chief product officer, he will drive the product vision and strategy across Quantcast’s Advertise and Measure businesses and leverage Quantcast’s leading technology to help publishers grow their audiences and deliver relevant online campaigns for advertisers.

“Quantcast is a customer-first organisation,” said Barnett. “That means it’s crucial to anticipate and prioritise the customer’s needs, and continue to challenge ourselves to drive even greater impact for them. Creators need to grow, and our customers are our greatest partners in helping us do better every day. I’m excited to take on this new role and continue to deliver great products that our customers love.”

Jacque O’Donnell completes leadership team for Teads
Video advertising marketplace Teads has added Jacque O’Donnell, former head of magazines from News UK, to its executive team. O’Donnell, who also served as director of agency sales at Immediate Media, has joined the company’s London office as group commercial director.

Teads has spent the last six months building the next generation of its commercial operation, harnessing talent from across the industry to build upon the record revenues it saw in 2017, when it achieved 53 per cent organic growth year-on-year to achieve sales of $317m (£225m). As advertisers increasingly seek premium, brand-safe environments for their campaigns, it has seen growing interest in its video advertising marketplace.

“O’Donnell is the final piece of the puzzle, and will lead and up-skill what is already a best-in-class commercial arm of the business,” said a Teads spokesperson. “Her experience across magazine brands, radio, agency sales and publishing means she will not only bring industry authority, but also bigger picture thinking to deliver a unified strategy.”

New digital marketing manager named at Visualsoft
Hayley Wright is set to join Manchester-based eCommerce and digital agency Visualsoft as the company’s new digital marketing manager. She will be responsible for improving the overall digital performance of the company’s online channels and promoting the brand as a leader in the eCommerce and digital space.

Wright boasts over four years’ experience within the digital sector and has a proven flair with managing a variety of clients and boosting their online reach. Most recently, she spent a year and a half working as an account manager for Mediaworks, where she was responsible for handling strategies, managing web and app projects and creating project timelines.

“Having just come from another digital agency, I am experienced implementing new digital strategies that significantly improve brand recognition,” said Wright. “I am really excited to bring a fresh perspective to Visualsoft’s digital marketing team and see how we can increase the brand’s online reach even further.”

Sky Media shifts Andrew Mortimer to director of client strategy
Andrew Mortimer, formerly director of media at Sky, has moved from the marketing group to the newly-created role of director of client strategy for Sky Media, tasked with building deeper relationships with Sky Media’s clients. Mortimer has been with Sky since 2010, and most recently managed the company’s media buying review which is due to complete this spring.

During his time at Sky, Mortimer has led teams across media strategy and planning, digital, social media, sponsorship, promotions and partnerships. Prior to Sky, he held positions at a number of leading agencies including Manning Gottlieb OMD, Vizeum and Saatchi & Saatchi. Andy Heatley will fill Mortimer’s previous role as director of planning and media.

“I’m really looking forward to joining the team at Sky Media and using my client side experience to help our customers grow their businesses,” said Mortimer. “It’s a particularly exciting time to join the business with advertisers more and more aware of the value of trusted, brand safe and accountable media partners. Sky Media offers the proven effectiveness of TV combined with leading technology to give clients an unrivalled opportunity to build brands and drive profit.”

Bernd Hesse joins the Broadband Forum’s board of directors
The Broadband Forum has revealed the latest addition to its board of directors in the form of Bernd Hesse, senior director of technology development at Calix. Hesse brings his extensive experience leading industry forums and creating momentum for leading-edge broadband innovations to support the Broadband Forum in its ongoing work to define and deliver next-generation access technologies.

Hesse has more than 30 years of experience in the telecommunications industry, having founded several industry groups and technology forums. He is also the founder and chairman of the Broadband Forum’s BASE events, a series of public workshops which provide technical expertise and education on innovative broadband technologies.

“The Broadband Forum is a world-class organisation doing critically important work across the world to help shape how broadband evolves,” said Hesse. “I am honoured to have been elected to the board. My career has largely focused on progressing the development of the next wave of broadband technologies, so I am excited for this opportunity to further influence our industry through this position.”

Atmosphere Proximity boosts agency with two senior hires
Mathew Ford and Eric Laffly have come onboard Atmosphere Proximity, the New York office within Proximity Worldwide, as the firm aims to bolster its strategic and account handling departments. Ford joins as director of strategy, while Laffly is taking the role of group account director. Both will report directly to Garrett Franklin, managing director at Atmosphere Proximity.

Originally from Sydney, Australia, Ford brings a wealth of both planning and vision capabilities coupled with design thinking and customer experience strategy. He comes from Huge Inc, where he oversaw strategy for brands including Thomson Reuters, Four Seasons and Casper. Laffly joins from R/GA and previously drove digital product and service innovation at Wunderman and Digitas, working with clients across a range of industry verticals. He boasts 15 years of experience working in digital, advertising and relationship marketing.

“We’re committed to hiring the industry’s best and brightest talent who have extensive experience, a unique perspective and true understanding of how to help our clients navigate today’s complicated marketing challenges,” said Franklin. “Both Mat and Eric fit that bill and we’re thrilled to have them join as we continue to advance our data-driven creative approach for a robust and growing list of marquee brands.”

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Chris Cardew, head of strategy, Mindshare
“While the out-of-pocket cost for a prime Super Bowl ad slot has certainly increased over the last ten years, brands still value it as a highly effective platform for reaching a large, unduplicated audience in a highly engaged environment. Increasingly, ad exposure is not limited to just the TV screen, as the most successful campaigns begin weeks before the game itself and continue well after the game has ended. It’s therefore not surprising that the Super Bowl has the largest social footprint as well, which often extends to participating brands – for better or for worse.

“This year, brands that have traditionally used a male lead in their Superbowl advertising will likely, or at least hopefully, have reappraised their casting strategy. 25 per cent of the 2016 Super Bowl ads had no women in them at all – a missed opportunity, considering 50 per cent of the viewing audience are women. 2017 is a great opportunity for typically male-targeted industries such as autos, beers and tech to better represent their female customers.”

Duncan Wynn, director of sales, Sky Media
“While American football continues to grow its following in the UK, the impact is just not the same. In an advertising sense, the Super Bowl is a key example of the perfect combination of live and event TV – each country has their own example of a ‘Super Bowl’ moment. It’s an opportunity for massive audiences to come together as friends, as family, at home or in pubs.

“This kind of event TV needs to be watched live. You want to watch it with others and you want to watch in on the biggest screen in the house. The must-watch, talked-about content creates an ideal opportunity for advertisers to connect with consumers in a highly engaged environment – something you just don’t get with any other media.”

Dan Wilson, head of data, Fetch
“For any UK brands doubting the lure of the Super Bowl, it should be remembered that American culture, now more than ever, has become an obsession for UK consumers. The Super Bowl is a US import that has taken to the global stage and is unique, both in terms of its sky-high viewership and the level of creativity that brands adopt to showcase their message. However, with eye-wateringly high ad slots and diminished viewer attention spans, brands should turn their focus towards mobile.

“From previous years we’ve seen that TV advertising causes approximately a 25 per cent increase in mobile activity, with users ‘second screening’ to download apps immediately after viewing ads, tweeting, and posting on social platforms. Therefore, in-app placement or a paid tweet may provide better ROI than a TV ad.”

John Koetsier, mobile economist, Tune
“We see record numbers streaming Super Bowl 51 via mobile and the web. Only about 3.5 per cent of those who watched last year’s Super Bowl streamed it — that number should be close to five per cent this year. Some of the early signals include the increasing demand for the Fox Sports Go app, which will have streaming rights to the game, and growth in searches for ‘football’ and ‘super bowl’.”

John Goulding, global product director, Media IQ
“Social data is an incredibly powerful tool for brands to connect with customers throughout the year, not just at peak sporting moments such as Super Bowl. However, the high viewership of these events cause a major shift in our behaviour and this represents an opportunity for advertisers to use the already high public interest to drive their own agenda. With the huge budgets diverted to TV advertising during Super Bowl, brands will be looking closely at their spend and wondering whether it is worth the investment.

“With social, you get instant feedback and a relatively high level of transparency and accuracy in real-time, something that traditional media has trouble competing with, so will only continue to grow as brand continue to crave genuine and trackable results.”

Sienne Veit, director of online product, John Lewis
“We have come to accept that it is the norm, rather than the exception, for people to dual screen while in front of their TV sets. At this years Super Bowl, we will once again see brands push the boundaries of experimentation to capture dual-screeners as they watch the event. More brands will use VR and AR experiences in an attempt to create unique, innovative and memorable moments – but unless the technology which supports these is pre-built into social media apps, it is likely most of these will lack the necessary scale to be truly effective.

“On the other hand, brands who have developed Messenger bots to create one-on-one personalised brand/customer experiences – and those who direct consumers to these from TV commercials and via Facebook advertising – will no doubt see the biggest return. Creatively these experiences will have to deliver value to the consumer, but those that do will no doubt be the ones who will win this years Super Bowl.”

Shachar Orren, vice president of content, Playbuzz
“A recent Salesforce survey found that 80 per cent of viewers planned on using two or more screens while viewing this years Super Bowl, with social media being the biggest distraction by far. This isnt necessarily a reflection of people becoming disengaged with the Super Bowl as such, but more of a reflection of changing behaviours.

“At Playbuzz, we believe one of the best ways to hold on to an audiences attention is through interactive content, as demonstrated by MTV during Super Bowl 50. MTV issued an interactive quiz around which team watchers should root for, resulting in users spending almost a minute and a half with the content, six times longer than the industry average of 15 seconds. Off-screen content that works across multiple devices is a prime example of how publishers and advertisers alike can engage viewers on Game Day without breaking the bank.”

Tom Cummings, vice president, new market strategy, Fiksu
“Reaching Super Bowl audiences on mobile can result in a 77 per cent reduction in cost per view versus prime time ads. From posting on social media, heckling friends, or reading up on instant analysis and reviews, we can expect almost all viewers to spend some time on at least one mobile screen during the game.

“Coupled with astronomical costs for a Super Bowl ad, marketing on mobile devices during the Super Bowl is the next logical step for marketers. Allocating just a fraction of the budget many brands use for the Super Bowl can help marketers reach millions of viewers on platforms they’re also actively engaging with: their phones and tablets.”

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