The Insight Scoop: April
By Charlie Gill
In this April edition we will explore:
- How much does a night out cost in the UK
- How to unlock your creative potential using stories
- Why podcast advertising is set to double
- How minding your language can help you expand your business abroad
- What are modern football fans doing
- Why most teachers would not recommend their career choice
Average spend on a night out in the UK, by city (January-March 2019 survey). Most of us know that feeling, when you wake up after a night out only to be greeted by the unwelcome combination of a bad head and an empty wallet. The price tag on an evening in the city isn't exactly getting smaller either, and, as the latest Deltic Night Index shows, the average reveller in the UK can expect to drop close to £70 in one evening. As this infographic shows, those enjoying the sights and sounds of late night Glasgow are at the top of the spending scale with almost £74. Cheaper would be a night out in Liverpool, where the average person spent £61 at the beginning of 2019.
Takeaway: Glasgow is the most expensive night out in the UK, with an average of £73.85
500 million people use Instagram Stories and 300 million use Facebook Stories each day. Bringing them closer to the brands they love, with 2 million of monthly active advertisers on stories as of January 2019. Stories is where marketers connect with their customers and communities in exciting and engaging ways. But connecting and driving business outcomes requires building creative that matches people’s expectations, while inspiring them to take action. Mobile-first storytelling is essential to driving campaign effectiveness.
Look and feel: 80% of stories with voice-over or music drove lower funnel results than ads without sound.
83% of videos using stickers to help express key messages about the brand or product performed better for conversion objectives.
Brand and product: Always begin with your brands, as top performing ads integrate branding and key messages at the start of their creative.
Format and execution: Split your story into scenes as top performing ads have shorter, more succinct scenes.
Mix and match motion and static as there is 86% chance of campaigns with mixed format assets driving higher value for lower funnel metrics than video or static only assets.
Takeaway: 80% of stories with voice-over or music drove lower funnel results than ads without sound.
Podcast advertising is set to double over the next 3 years but the market is constrained by a range of factors that will need addressing. By 2022 podcasts have been predicted to account for 4.5% of global audio advertising spend, a total of $1.6bn – almost double the $885m in expected investment this year. A lot of this money is brands’ experimental budgets and says that advancements in audience measurement and programmatic buying required to unlock future growth. “Podcast advertising holds great potential as it enables brands to reach a highly engaged young and affluent audience via a medium they have an affinity with.” That’s something on which Spotify, with its creation of an in-house podcast content unit and a recent spate of acquisitions, is betting big as it seeks to become the world’s largest audio platform; currently the 3rd most-popular platform for podcasts attracting 28.3% of listeners. It’s aiming to monetise podcast ad audiences in two ways: firstly through brand sponsorship of podcast content, and secondly, via programmatic advertising. Downloads are easy to monitor – offering a good basis for CPM calculations – but better measurement of engagement & consumer profiling is required on a per show basis for advertising to realise its potential.
Takeaway: YouTube is currently the most popular platform for podcasts, followed by Apple and then Spotify.
72% of consumers spend most of their time on websites in their own language, so adapting to their native tongue is crucial. 82% of shoppers are more likely to buy if promotional material is in their language. Despite the case for localisation, ad clients say this is the number one operational hurdle in their export journey. To truly attract and convert shoppers, your site must reflect your customers’ culture and ways of talking. To achieve this, you have to localise your site.
Translations vs localisation Translation is the process of changing content from one language to another. But while that might be a fast cost effective solution in short-term there is the risk that many phrases may not exist in other countries. Localisation, makes locals feel like you’re actually speaking the way they do.
Is your landing page written in the local language? First impressions count, ensure you’re welcoming visitors appropriately.
Does your content have any grammatical/linguistic mistakes? If you’re not fluent ask a trusted source to check this.
Is your value proposition clearly articulated, and using cultural specifics? Beware of cultural differences!
Does your wording sound native and natural? Don’t solely rely on an online translation tool.
Takeaway: 82% of shoppers are more likely to buy if promotional material is in their own language
Modern football fan
Copa90, the innovative football-focused media brand covering “how football feels”, has looked into an audience core to its platform: males and females aged 16-24 who engage with football content every day.
Preferred platforms for consuming football content among young fans globally: 35% TV (live), 24% YouTube, 18% TV (on demand), 15% football-specific websites, 14% Facebook, 13% Instagram, 12% Twitter
61% of modern fans are interested in a platform channel that allows the user to pay for a section of a game – such as the last 20 minutes in a tight match – at a reduced rate. 2018 World Cup effect: A total of 31.2 million browsers watched the group matches through the BBC platform compared with 32 million viewers for the whole of Brazil WC 2014. There is an opportunity for a more accessible offering than a full satellite TV package.
Leagues watched: For young viewership of specific leagues and tournaments, the World Cup is the most popular overall, with 79% of UK viewers tuning in. Interestingly, Brazilian fans are the most voracious viewers of non-domestic leagues, reflecting the fact that most of the country’s top players ply their trade elsewhere.
Takeaway: 61% of fans are interested in a platform channel that allows the user to pay for a section of a game.
Don't bother teachers
Three quarters of teachers in Britain say the work-life balance is worse than they had imagined – and most wouldn’t recommend the job to a young person. 4 in 10 teachers wouldn’t choose their profession again if they could start it over, and more than half say it’s unlikely they’d encourage young people to follow their career path. Just one in four teachers would recommend the job to a student. When asked what the positive aspects of the job were, the vast majority said being able to make a difference to children’s lives (82%), doing a job that’s different each day (67%) and being able to challenge yourself (52%). When asked which aspects would put them off recommending the career, most said the large workload (93%) and long hours (84%). 55% said their own career experiences would make them unlikely to recommend becoming a teacher. 49% also identified the poor salary. 73% of teachers say the work life balance is worse than they’d imagine when they decided to go into the job. Conversely, 23% say it’s actually better. Those newer to the profession are more likely to reply favourably. Nearly 8 in 10 Key Stage 1 teachers say their work-life balance is worse than they’d imagined compared to 6 in 10 Key Stage 5 teachers.
Takeaway: When asked which aspects would put them off recommending the career, 93% said the large workload.