Macallan whisky takes over Tube stations in partnership with Evening Standard
Utilizing multiple media platforms, The Macallan is launching a series of takeovers at several stations on the London underground to promote their Double Cask Whisky. In addition to a Double Cask cover wrap on today’s issue of the Evening Standard, there is a multimedia digital and billboard campaign consisting of large-format digital screens and 12-sheets running along tunnels.
Why is this important?
A key component of the partnership is "Discover extraordinary", a bespoke content hub on the Evening Standard site hosting custom articles and videos, with content ranging from "How oysters became London's latest 'it' food" to "Eight of London's cosiest bars". The campaign aims to take an audience-first approach, positioning the brand at the forefront of culture, not just by focusing on the whisky.
Google Ads mobile app
Google has announced advertisers can now create campaigns, review search trends and view more explanations with performance insights in the Google Ads mobile app. The new mobile app means it is easier to keep tabs on campaigns and make adjustments from anywhere. The new search trends feature shows advertisers trends insights for products and services relevant to their business and you can now see explanations based on changes to bid and budget strategies, as well as shifts in search interests.
Why is this important?
The new search trends feature shows advertisers trends insights for products and services relevant to their business and you can now see explanations based on changes to bid and budget strategies, as well as shifts in search interests. Along with this, there will also be recommendations for performance optimisation.
TikTok testing new ‘Business Registration’ option
As part of their ongoing push towards eCommerce, TikTok is currently testing a feature that will allow brands to publicly list their business category on their profile page by inputting some additional company details into the app. This feature will allow TikTok to gather details about their business users to help categorize them appropriately for the sake of future ad targeting.
Why is this important?
Short-form video generally provides fewer ad-placement opportunities than other formats, meaning that as an app based around this, TikTok is now taking steps to better highlight and segment the different businesses on the app. This feature will make it easier to showcase these businesses to more relevant users, with the aim of driving more purchase actions from visitors to the branded profiles. We’ll be watching this space to see if the relationship between video and ecommerce ads evolves from this.
Qatar World Cup looks to be advertising’s biggest ‘set piece’ opportunity
With under one year to go, it is the first time a major football tournament has landed in the middle of the UK’s peak advertising season. This also means the biggest set-piece opportunity for advertising of the decade. Advertisers that approach Q4 2022 right will likely deliver unprecedented levels of effectiveness. New data, based on the Euros 2020 that ran this year, shows that tournament football offers incredibly cost-effective reach and an unparalleled ability to reach younger consumers.
