15-24 Year-Olds Are Spending More Time On TikTok During Lockdown
New data suggests that as social distancing rules have come into play in the UK, 15-24 year olds have been spending more and more time on the creative video-sharing app. In fact, reach among this demographic has doubled according to an IPA Touchpoints study of 6,000 UK adults.
Why is this important?
This age group are now spending 3 hours and 58 minutes per day consuming digital content such as watching videos and television which is an increase of 17 minutes. 15-24 year-olds are also spending longer on other digital channels, including YouTube which has expanded its reach from 60% to 63%. This means there’s now more opportunity to achieve greater reach with omnichannel advertising amongst this demographic. There’s not only more active hours being spent here, but reports are showing heightened engagement, which will increase the impact for advertisers on these platforms.
Highlight Your Businesses COVID-19 Health & Safety Measures On Your GMB Listings
Google has announced a new update to the ‘Google My Business (GMB)’ platform to allow businesses to add specific COVID-19 health and safety messages directly onto business listings. While not currently visible across Google Maps or Search, it is likely that we will start to see these shown on listings in the next few weeks. Google have introduced this feature in response to evidence that customers are still nervous about going into stores and the rise of infection rates/death rates.
Why is this important?
Consumers are now more focused on the health and safety measures of businesses, especially those which involve a visit a physical store. Data from Gatherup.com has found that many businesses are facing negative reviews from a lack of health and safety measures. The update by Google allows businesses to highlight the health and safety measures they have put in place to make consumers feel safe and encourage more customers. It is expected that local merchants and retailers using these attributes may see more engagement or improved responses from consumers.
AA's Climate Action Group Launches Green Ad Production Initiative
The Climate Action Working Group, established by the Advertising Association has launched ‘AdGreen’ a new industry standard for climate-friendly advertising production in the UK. The initiative aims to measure advertising production carbon footprints and determine which activities have the most negative environmental impact. AdGreen will provide tools, services and expertise to the ad production community from 2021 to eventually reduce the carbon footprint of the advertising industry.
Why is this important?
The Climate Action Working Group was introduced to tackle the carbon footprint of the advertising industry. The initiative will allow advertisers as well as their agencies to capture and understand their own footprint data and compare that to benchmarks. This will eventually allow us all to work creatively while minimising carbon impact on the environment.