Ofcom let public service broadcasters compete with streaming giants
Ofcom has launched a consultation regarding the removal of some, or all, of the strict advertising rules that apply to commercially funded public service broadcasters. The current rules for public service broadcasters state that advertising must not exceed an average of 7-8 minutes per hour. If rule changes are permitted, public service broadcasters, similarly to non-public service channels currently, would be allowed to show an average of 12 minutes of advertising per hour.
Why is this important?
Relaxing advert limits would enable public service broadcasters like ITV and C4 to generate more income, thus competing with the highly popular streaming giants. Furthermore, relaxing the rules would result in longer advertising breaks and provide brands with increased opportunities to advertise on TV. Read more.
Google expands media buying with real-time bidding integrations
To enhance media buying efficiency, Google Ads plans to adopt real-time bidding auctions for apps, ceasing to respond to multiple calls in mediation starting October 31, 2023. Google Ads will no longer engage with or participate in the practice of handling multiple requests for the same ad impression within the mediation process. Prior to this date, Google Ads will commence transitioning away from waterfall buying for certain multi-call requests. The shift to real-time bidding is expected to enable advertisers to find optimally-priced app inventory more efficiently and boost competition within the real-time auction.
Why is this important?
The transition to real-time bidding auctions for apps, and ceasing to respond to multiple calls in mediation, will streamline the media buying process, increase competition, and ensure that advertisers find the best-priced app inventory more efficiently. Read more.
YouTube Shorts adds new ad placement options
YouTube has taken the next step in adding more promotional opportunities to their growing short-form video offering, ‘YouTube Shorts’. By adding a Shorts placement option to YouTube Select, their premium ad presentation option, they will allow advertisers to ensure their ads are being shown next to the top trending content of any given day.
Why is this important?
YouTube Shorts is one of the more recent providers of short-form video content, following on from TikTok and Instagram Reels’ success, and now its working to help both creators and advertisers get the most out of the offering. This addition will be hoped to entice more advertisers to the platform with the appeal of these new high-quality placements, which in turn would lead to a higher share of the ad revenue for creators whose content these ads are appearing beside. Read more.
Campaign of the Week: Simply Be’s “Serious About Shape” ad celebrates body diversity
Fashion brand Simply Be aims to position itself as a retailer of well-fitted clothes for women of all body types with its new campaign, declaring that ‘everybody deserves fashion that fits’. The ad, designed by creative agency House 337, features a diverse range of women, modelling key items from the clothing line - including a body-inclusive range of denim and a knee-high boot with several calf sizes available.
The creative team behind the campaign claim that they tapped into real insight into the design process, observing consumers’ understanding of real problems women face finding clothes that actually fit. Executive Creative Director, Zara Ineson, says that “Clothing that actually fits is a subject that seems frivolous, but when you dig deeper, it’s incredibly important to self-confidence and wellbeing. For too long, the fashion industry has fuelled a culture where women shame themselves when something doesn’t fit right.” The campaign includes a set of stills featured across OOH media, and a 30-second film clip that’s set to air on All 4, ITV Hub and Sky.
