Monthly Archives

August 2018

Lightbox Loves

Who’s your money on this season?

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As the new football season kicks off, there is a vast array of advertising opportunities for brands to sink their teeth into. Shirt sponsorship in particular is one of the most impactful ways for building brand awareness, with fans and casuals exposed to these brands both on and off the pitch all year round. But is decorating players with your logo enough?

The category dominating shirt sponsorship deals this year is the gambling industry. Bookie’s sponsorships in England’s top division has risen from 3 in 2013 to 9 in 2018 and 17 out of the 24 clubs in the Championship are sponsored by bookmakers (The Guardian). On top of this, Sky Bet sponsors three of England’s top four divisions. It’s easy to understand why football is so appealing to the £14bn industry, as roughly 10% of that is generated through the sport.

The reach of bookies stretches further than shirt sponsorships. 95% of the 25 matches that broadcast on TV featured at least one gambling advert. Conversely, the one woman’s match that was broadcast contained no gambling adverts, which seems like a missed opportunity when, according to gambling.com, 1 in 3 bets made during this summer’s World Cup were by women. This is a massive difference compared to the previous tournament in 2014, when only one in ten bets were by women. It seems the smart money would be looking to break out of the gendered expectations, and be ‘early adopters’ of women’s football.

Football offers the bookies an opportunity outside of bringing punters in. A recent report from Goldsmiths College found that, during a typical episode of Match of The Day, gambling logos and brands are on screen for 71-89% of the time, a massive opportunity for building and maintaining brand awareness whilst becoming synonymous with the sport itself. Though the bookies have seemingly cornered the market, it doesn’t stop brands of other categories getting involved, especially foreign investment from the likes of Fly Emirates, Yokohama Tyres and American Express.

However for the bookmakers, football isn’t just another platform or channel. There is a close and mutually beneficial synergy between football clubs and bookmakers; one example is Ladbrokes’ investment into grassroots football foundations to sponsor up and coming talent. This is the perfect example of how a brand can go beyond sponsorship and become an integral part of industry itself.

Lightbox Loves

the latest from The QT

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It’s been a long hot summer… – the latest findings from The QT
August has brought with it the 8th wave of our proprietary consumer tracking study – The QT. We’ve been asking Brits about everything from their happiness and comfort on income, to their current thoughts on Brexit and whether they fancy themselves a digital detox. Read on for some of our top line findings…
Brexit continues to be a key concern
32% of Brits are at this moment worried about our departure from the EU, which has remained static since we last checked in on this subject, in November 2017. Confusion has risen significantly too, with 1 in 4 (23%) of Brits now citing this as their main emotion.
Happiness about the decision is waning with only 7% of Brits delighted that we’re going, versus 12% back in May 2017.
Maybe that’s why we’re turning off?
57% of Brits feel that sometimes they need a break from technology, rising to 71% of 16-24s, and it’s no wonder. Recent research indicated we check our smartphone every 12 minutes, and the findings here speak no differently. 18% of Brits claim to actively turn off their phone on evenings or weekends. Again, no surprise, when we consider that 57% of the millennial generation feel that the lines between business and personal life are blurring because of tech.
Reasons to be cheerful though…
This summer has seen a Royal Wedding, England reach the semi-final of the World Cup, around 1m people take part in Pride in London, and we’re seeing Brits do more and more with family, friends and spontaneously as a result.
1 in 3 are spending more time with family this summer versus last, 1 in 5 exercising more and the same proportion taking more day trips to take in the good weather and good vibes.
For more insightful nuggets from this wave’s results, please keep an eye on @the7stars on twitter…

To find out more on any of these topics, or ask for more information please email frances.revel@the7stars.co.uk

Lightbox Loves

Lightbox Loves: Being An Entrepreneur

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The mantra that hard work and intelligence leads to business success underpins our society’s attitude to business. However, luck plays a more central role in the success of business than people give it credit for. As Sir Richard Branson said in his autobiography ‘Losing my Virginity’, “[…] if you have a good team around you – and more than a fair share of luck – you might make something happen.”

One area where luck plays a major part is in market appetite. 42% of failed start-ups identify a lack of a market need for their product as the single biggest reason for their failure. The obvious answer to this would be extensive market research, however few start-ups have such resources. Part of the leap that you make as an entrepreneur is the hope that your product will be embraced by the market.

This is especially true in the digital ecosystem where we are creating products of a kind never seen before, the types of products that not only cater to but shape human behaviour. In such a fast paced & fickle environment, the first mover isn’t always the one with the advantage. For every Friends Reunited or Ask Jeeves there’s a Facebook and Google hot on its heels.

Homejoy, an app that connected people with cleaners. is an example. Home cleaning is estimated to be a $400bn market, and Homejoy raised $40m in capital to go to market. However, the app suffered from what’s known as platform leakage, a situation in which employers start hiring their cleaners outside of the app once they find a cleaner they like, cutting out the digital middle man. It was sunk by something that nobody could have foreseen and therefore could not be accounted for. It was bad luck.

However, people remain optimistic and undeterred. 400K new businesses have been started in the UK so far for 2018, by people who probably took a leaf out of Levi Roots’ book: “most [entrepreneurs] have either made their own luck or at least taken full advantage when a little bit of luck has come their way”. Never has the idea that failure can lead to success been more important than in business; in fact, you’re more likely to succeed in launching a business if you’ve failed before, than if you’re brand new.

What's Hot

Newsbrands Evolve With the Times

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In 2018 we’ve seen a real shift towards better co-operation between publishers, with the launch of three game-changing initiatives – The Ozone Project, Impact and PamCo.

Each of these initiatives has been created with the intention of bolstering the ways in which advertisers can access high-reaching inventory, safely, cost-effectively and at scale – simultaneously breathing life back into print industry revenues.

Impact, the newest of these developments, comes in the form of a premium, market-wide takeover, offering advertisers a presence across almost every major newsbrand’s homepage, and the first print ad of almost every major UK newspaper, uniformly for a day.

Its cost effectiveness for mass reach has been conceived to rival OOH, TV and Radio.

With almost all of the national press on board, and twenty-four regional newsbrands in Reach’s Big City package (which includes titles such as The Daily Record and Manchester Evening News) included, its potential reach is huge. It amounts to 21 million adults in a single day and with frequency across the different newsbrands measured at 2.43 OTS a day, according to PamCo data, it makes for a formidable 51.4m impacts.

But with a price tag of £375,000, it’s a big investment, and may not appeal to all advertisers.

Impact was borne out of PamCo – a newly launched measurement currency that combines de-duplicated print, mobile and desktop readership figures. PamCo will reset the way the industry treats the two modes of communication as part of a singular medium.

In another development this year, The Guardian, Telegraph and News UK unveiled The Ozone Project – their own unified digital ad network.  It has been specifically designed to deliver simplicity, brand safety, and a cost-effective scale of reach comparable to social media in the UK (of which there are 39.4 million unique users).

The Ozone Project is a deeply competitive and deftly designed means of offering advertisers tailored access to its various, trusting audiences, whereas Impact is more a proclamation of the powerful reach of newsbrands across print and digital as a single whole. Both, along with PamCo breathe new life back into the value of print as a broadcast medium.

Perhaps the constant furore around Facebook’s place in publishing has been the catalyst for newsbrands to finally – after years of speculation – evolve and band together.

Between the massive appetite for news, and for trustworthy content, it’s been a sensible move. So is print a dying medium? Not at all –  it might even be the one most well-equipped and ready to evolve.