Will the BBC go ad-supported? Marketing experts assess broadcaster’s ‘radical’ options as licence fee increase looms | Analysis

Amid the rise of connected TV (CTV), traditional linear channels are in decline, forcing players within the space to find creative solutions to maintain their audiences. For the BBC, iPlayer has served as its answer to competing CTV offerings like Netflix, Disney+, Amazon Prime, and more.

However, CTV itself isn’t immune to problems. The abundance of streamers, channels, and consumption mediums has left audiences fragmented, making them harder to pin down—arguably leading to the rise of advertising solutions like retail media.

CTV itself has seen creative advertising solutions implemented to win over consumers in an increasingly competitive market. Namely, several streamers recently launched both ad-supported and ad-free tiers, as well as Netflix’s option for brands to purchase ad buys on its platform.

The BBC has been left somewhat stuck in the crosshairs—caught between being a linear TV channel and a streaming service. According to the BBC, its TV licence accounted for roughly 65% of its income in 2023, amassing £3.75 (US$4.75) billion of its £5.73 (US$7.26) billion total income.

As it trials a series of strategies to generate new income streams, including a partnership that sees Disney sponsor its popular show Doctor Who, the UK Government announced a £10.50 (US$ 13.30) increase in price for the BBC’s TV licence from £159 (US$ 201) to £169.50 (US$ 214.73) a year as of April 2024.

It has also stated that a review of both the licence and “alternative funding options” is ongoing, as well as a plan to “radically transform and renew” its online offerings, which could potentially see the licence scrapped altogether.

‘It’s important to ensure that accompanying ads are both relevant and personalised to resonate with the target audiences.’

 Paul Briggs, SVP Europe at Silverpush

On the potential impact among audiences and advertisers, Paul Briggs, SVP Europe

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Super Bowl LVIII: MSU experts can comment on advertising, marketing and cultural significance of halftime show | MSUToday

The Super Bowl is more than a football game: it’s a spectacle of entertainment. According to Nielsen ratings, eight of the 10 most-watched TV broadcasts in U.S. history have been Super Bowls. The other two in the top 10? The Apollo moon landing and Richard Nixon’s resignation speech.

This year, viewers will tune into the big game between the Kansas City Chiefs and San Francisco 49ers to watch the commercials, Usher’s halftime show and Taylor Swift cheering on Travis Kelce.

Michigan State University experts are available to discuss what makes a great Super Bowl commercial, how the NFL and brands use the Super Bowl to connect with consumers and the significance of the league’s investment in Black halftime performers signifies.

Marketing and advertising

Robert Kolt, professor of practice emeritus in the MSU Department of Advertising and Public Relations, has led an ad-rating gathering for faculty in MSU’s College of Communication Arts and Sciences for 27 years. He can discuss why the Super Bowl is such a big deal for advertisers and the components of a great Super Bowl ad.

Contact: [email protected]

“The great thing about the Super Bowl is that all the best commercials in the advertising business are showcased throughout the game. The Super Bowl is to the ad industry what the Oscars are to the movie industry. It’s an event that with a huge audience across all ages and demographics.”

“Super Bowl ads have to be unique and memorable and recognizable long after the game. They have to be high quality in production, and they have to make people laugh. But most of all, a successful Super Bowl ad must sell something. In the end, these commercials need to be successful in influencing people to go out and buy the product they’re advertising.”

Ayalla Ruvio is an

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Experts discuss the prospects of AI in advertising and marketing

Generative AI (Gen AI) is redefining how brands engage with consumers, create content, and drive campaigns. From crafting persuasive ad copy to generating eye-catching visuals and even personalizing customer experiences, Gen AI has become an invaluable asset for marketers looking to connect with their audience on a deeper level.

The panel discussion at GroupM’s sixth edition of BREW on ‘Generative AI & the future of creativity i.e. AI Revolution’ provides insights into how Gen AI is transforming the landscape of advertising and marketing, and why and how to use it.

Panelists:

Sumeli Chatterjee, Head – Integrated Marketing and Experiences ,Coca-Cola Company

Dalbir Singh, VP Global Partnerships, Seedtag

Sidharth Singh, Category Manager ,Mondelez International 

Amin Lakhani, CEO – South Asia, Mindshare

Tushar Vyas, President of Growth and Transformation, GroupM, South Asia (moderator)

Why use Gen AI in marketing?

Sumeli Chatterjee, Head of Integrated Marketing and Experiences at Coca-Cola highlighted the three key drivers in marketing. 

One is culture, one is community and one is commerce, and the content sits at the heart of it.

She explained that social and community insights drive the culture, while the community is supported by the media ecosystem, ultimately leading to commerce.

Outlining the dual purpose of Gen AI, she said, “One is to obviously drive the efficiency which can scale up the thinking, which can actually do stuff faster, swifter, and better. Secondly, it is not a question of AI competing with humans, rather it empowers and extends the boundary of imagination.”

Referring to AI as a ‘new shiny toy that marketers are eager to explore’, she emphasized the need to not just focus on the rewards but also on planning for risks.

She highlighted the importance of preparing organizations and teams, particularly through machine learning, to take the leap

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End of Metroland flyer distribution could hasten move to digital advertising: experts

Canada’s shrinking flyer industry and the slew of businesses who rely on it for advertising were dealt another blow last week when one of Ontario’s most prominent media conglomerates stopped printing 70 community newspapers and announced the end of its flyer business.

The papers owned by Metroland Media Group were often stuffed with flyers from large retail chains such as Loblaw Companies Ltd., Walmart Inc. and Metro Inc., along with local businesses showcasing products and services.

Experts say Metroland’s departure will push many companies even further toward digital marketing and hasten the decline of Canada’s print advertising sector.

“I think some will probably just stop using papers completely,” said Claire Tsai, a marketing professor at the University of Toronto’s Rotman School of Management.

“Some may still try but overall, at the aggregate level, you will see less use of papers.”

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The number of newspapers to shut down has accelerated over the last decade as Canadians upped their smartphone usage, encouraging companies to launch digital flyers and apps offering savings or loyalty rewards for users.

While Tsai said some realtors will likely stick with print advertising because of the big photos they can use, others will move away from the medium, especially if it gets pricier.

“When a business exits the industry, there’s less competition and so there could be implications on cost and it becomes much more costly to use papers to reach their customers,” she said.

Metroland papers were often the lone print journalism publications in the markets they serviced and even those regions with competitors have seen a less vibrant media landscape in recent years.

The federal government has counted some 474 Canadian news businesses that closed between 2008 and 2023.

Over the same time span, marketing dollars moved online.

The federal government has

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‘King’s Counsel’ titles may violate rules on misleading ads, experts caution

The head of Ontario’s legal regulator declined the government’s offer of a King’s Counsel designation due to the lack of selection criteria, she told the Star, as experts warn that using the title may violate professional conduct rules for lawyers.

Had Law Society of Ontario treasurer Jacqueline Horvat accepted the KC offer, she would have “risked giving credibility to a suspect government initiative,” said University of Ottawa law professor Amy Salyzyn, who specializes in legal ethics.

The Ford government has been staring down a patronage scandal for reviving the special title for lawyers last month and handing it out to numerous Tory politicians, staffers and loyalists. No public call for nominations, selection criteria, or information about the appointment process was made public prior to the announcement that 91 lawyers had received the designation.

The title carries no special privileges aside from allowing lawyers to put the initials “KC” next to their name and wear silk robes to court.

However, questions have been raised about whether recent recipients would be in breach of the Law Society’s rules of professional conduct around advertising, should they decide to market themselves as a KC.

Those rules caution against marketing awards, rankings and third-party endorsements that could be misleading to the public, including those that “do not genuinely reflect the performance of the lawyer and the quality of services provided by the lawyer but appear to do so,” and “are not the result of a reasonable evaluative process.”

Former Law Society treasurer Gavin MacKenzie told the Star that the recent batch of KC recipients, “with a few exceptions,” could fail to meet that criteria. He said it is “evident” that the list of recipients was largely based on party loyalty and not merit, and he also pointed to the lack of a public appointment process.

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Experts Uncover Two Long-Running Android Spyware Campaigns Targeting Uyghurs

Nov 11, 2022Ravie Lakshmanan

Android Spyware Targeting Uyghurs

Two long-running surveillance campaigns have been found targeting the Uyghur community in China and elsewhere with Android spyware tools designed to harvest sensitive information and track their whereabouts.

This encompasses a previously undocumented malware strain called BadBazaar and updated variants of an espionage artifact dubbed MOONSHINE by researchers from the University of Toronto’s Citizen Lab in September 2019.

“Mobile surveillance tools like BadBazaar and MOONSHINE can be used to track many of the ‘pre-criminal’ activities, actions considered indicative of religious extremism or separatism by the authorities in Xinjiang,” Lookout said in a detailed write-up of the operations.

The BadBazaar campaign, according to the security firm, is said to date as far back as late 2018 and comprise 111 unique apps that masquerade as benign video players, messengers, religious apps, and even TikTok.

While these samples were distributed through Uyghur-language social media platforms and communication channels, Lookout noted it found a dictionary app named “Uyghur Lughat” on the Apple App Store that communicates with a server used by its Android counterpart to gather basic iPhone information.

The iOS app continues to be available on the App Store.

“Since BadBazaar variants often acquire their surveillance capabilities by downloading updates from their [command-and-control server], it is possible the threat actor is hoping to later update the iOS sample with similar surveillance functionality,” the researchers pointed out.

Android Spyware Targeting Uyghurs

BadBazaar, once installed, comes with several features that allow it to collect call logs, GPS locations, SMS messages, and files of interest; record phone calls; take pictures; and exfiltrate substantial device metadata.

Further analysis of BadBazaar’s infrastructure has revealed overlaps with another spyware operation aimed at the ethnic minority that came to light in July 2020 and which made use of an Android toolset called DoubleAgent.

Attacks employing MOONSHINE,

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