A Christmas Tree that reacts to Pollution Levels
EDF has installed a Christmas tree in the heart of Glasgow City Centre that has been decorated with colour-changing lights. Utilizing live contamination data from the Glasgow High Street Defra monitoring site, the lights have been programmed to reflect the levels of pollution and will change from green to white when they detect that the average annual limit for air pollutants has been exceeded. The display is powered by an electric car, a nod to the future “car-free” status of Glasgow in 2027.
Why is this important?
EDF is establishing itself as Britain's largest generator of carbon-free electricity, this OOH instalment raises awareness of the impact of driving petrol and diesel cars which will, in turn, encourage the switch to electric alternatives. EDF has partnered with car rental providers “Drive Electric” and will offer deals and charging points through its partnership with Pod Point.
Google Ads refreshes custom columns UI and adds new metrics
In a few weeks, Google will be rolling out a new user interface for custom columns alongside new metrics. Advertisers will then be able to reference Search, Click and Display impression share, three phone call metrics, spreadsheet functions and more. This is in hope of making custom columns more flexible to use for advertisers. This way they can easily see their data and compare different metrics.
Why is this important?
Custom columns will add flexibility by enabling advertisers to compare the most important metrics. The new metrics that are going to be added will make the custom columns even more useful. For example, you can now monitor search impression share alongside other campaign metrics in the new Non-metric columns.
Facebook launching ‘Professional Mode’ for creators
In a bid to reaffirm itself as a platform for both younger people and newer creators, Facebook is rolling out a new ‘Professional Mode’ for their regular profiles, offering more advanced post and audience growth insights to those who don’t own their own page or group. This feature will allow those who are just starting out as creators to test the waters in terms of connecting and engaging with an audience from their own Facebook profile.
Why is this important?
This new feature comes from Facebook in an effort to compete with TikTok, which has become a popular destination for many individual creators. By offering these new features to the profiles of individual creators, alongside the massive reach they can provide and also more opportunities for monetization, Facebook hopes to lure more popular stars to their platform who could in turn bring their audience with them.
Campaign of the week: The Childhood Trust “Met Christmas tree appeal”
The Childhood Trust has partnered with the Met Police to launch its annual Met Christmas Tree Appeal. The media print work features a range of toys that don’t exist to raise awareness of the children in the capital living in poverty. The campaign is running in titles such as The Metro and Time Out and ads are also being displayed on out of home advertising at Highstreet Kensington. Kids living in poverty will receive presents from the Childhood Trust, and this campaign is a reminder to support those in need this Christmas break.
