Ad partner search begins for London’s new ‘Elizabeth Line’, study reveals sales value for digital ad spend, and Mr Sheen returns to screens in live action reboot

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A post of news stories that have hit marketing headlines this week…

TfL looks for new ad partners for ‘Elizabeth Line’

With London’s new Elizabeth line opening next year, Transport for London has launched its hunt for six advertisers to become exclusive launch partners.

A 12-month ad deal will cost in the region of £6.5m. For this, six sector-exclusive brands can expect access to inventory across 10 stations, including large and small-format digital screens and new digital escalator ‘ribbons’.

Additional opportunities for “bespoke and immersive brand campaigns” such as pop-ups will also be considered, for an additional cost.
“As the Elizabeth line will redefine London, we are also redefining our approach to commercial partnerships. We are seeking six exclusive partners who will work with us to launch the line, transforming how we work with leading brands to engage one of the most valuable and diverse audiences in the world,” said Graeme Craig, director for commercial development at TfL.

“No other city is as defined by its transport system as London. The roundel and Tube map are symbols of our city, known and trusted around the world. We look forward to working with six commercial partners to launch the newest addition to London’s global brand.”

The tender process will open to brands in February 2018 and the six launch partners will be confirmed in autumn 2018.

Unilever and Nestlé study reveals that every £1 spent on digital ads equals £1.94 in sales

The results of a year-long research project involving Unilever, Nestlé, i2c, Nielsen, Nectar and the IAB UK has been revealed, suggesting the impact of online display ads on sales.

Ads for nine brands – Nescafé, Häagen Dazs, Persil, PG Tips, Magnum, Surf, Maille, Tropicana and Aquafresh – were tested across mainstream desktop and mobile sites including The Guardian, Yahoo, eBay, Gumtree, AutoTrader and Mail Online.

Delivered by i2c, a joint venture between Sainsbury’s and Aimia (owner of the Nectar programme), the study assessed the purchasing behaviours of those who received the ads, compared with those who didn’t, using a combination of Nectar loyalty card data and Nielsen Homescan data (which measured shopping behaviour at other UK supermarkets).

The results showed that every £1 spent on online display ads delivered an average of £1.94 in sales across all supermarkets, with one brand seeing a £3.38 return.

“The ‘Holy Grail’ question we get from marketers is what impact does an online ad have on offline sales, and the answer is a very big one as the vast majority of the sales attributable to the online ad happened in-store,” IAB’s chief digital officer Tim Elkington, said. “The calibre and range of the brands involved in the project gives marketers a reassuring guide as to what their investment in digital will pay back.”

Mr Sheen returns to TV in live action reboot

Once the cartoon pilot of his signature red plane, Mr Sheen is about to make his transformation to live action as the familiar character makes his first TV appearance in almost a decade.

The campaign “Back to banish dust” sees Mr Sheen set for a fresh, new mission to banish dust from British homes. The TV spot will be supported by digital and in-store promotions, as part of a £800,000 campaign. The brand has also been given a packaging revamp, highlighting its “dust trap” technology and fragrance.

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