Mostly Media

11/04/2023

Mostly Recommends...

What have we been enjoying watching and listening to at Team Mostly? Check out a few of our recommendations…

HAPPY VALLEY

Team Mostly have been gripped by Series 3 of Happy Valley, a crime drama set in West Yorkshire. Starring Sarah Lancashire and James Norton, Series 1 came out nearly 10 years ago and follows the lives of Sergeant Catherine Cawood and her police team as they solve cases in Calder Valley. Not always the happiest of watches (despite the name), but it will have you on the edge of your seat – definitely one to binge-watch! Catch up now on BBC iPlayer.

WHERE THERE’S A WILL, THERE’S A WAKE

Death. Not really something to have a laugh about. Until now… comedy legend Kathy Burke’s Where There’s a Will, There’s a Wake podcast sees her joined by a new famous face each week in an irreverent, hilarious and sometimes moving discussion about their perfect death. Previous guests include Babatunde Aleshe, Vogue Williams and Dawn French. Answering questions such as “how do you want to die”, “what buffet are you having at your wake” and “who gets all your stuff”, this podcast will have you laughing from the minute it starts, while questioning “do I also want to be shot into space with James Acaster?”.

WHAT’S LOVE GOT TO DO WITH IT

Released at the end of February, What’s Love Got To Do With It? is a cross- cultural rom-com that tells the story of two best friends and their very different journeys to finding love. With an all-star line-up including Emma Thompson, Lily James and Shazad Latif, the heartwarming and hilarious film tells the story of a British documentary maker who follows her childhood best-friend’s journey of an assisted marriage. Here at Mostly, we loved it and it’s really refreshing to see a culture and a love story that we don’t typically see portrayed in mainstream cinema. What’s Love Got To Do With It? is out in cinemas now.

31/03/2023

Here’s a look at the Top 10 most viewed commercial TV shows in February. At Mostly, we were among the 2.23m viewers loving The Last of Us...

1. Unforgotten (ITV1, 27th Feb) = 6.47m viewers
2. Vera (ITV1, 19th Feb) = 6.46m viewers
3. Ant & Decs Saturday Night Takeaway (ITV1, 25th Feb) = 6.37m viewers
4. The Masked Singer (ITV1, 18th Feb) = 5.74m viewers
5. Coronation Street (ITV1, 6th Feb) = 5.20m viewers
6. Gogglebox (Channel 4, 24th Feb) = 4.44m viewers
7. The Piano (Channel 4, 22nd Feb) = 3.03m viewers
8. Love Island (ITV2, 6th Feb) = 3.01m viewers
9. The Great Pottery Throwdown (Channel 4, 19th Feb) = 2.85m viewers
10. The Last Of Us (Sky Atlantic, 12th Feb) = 2.23m viewers

30/03/2023

Mostly Media are delighted to announce we have been appointed by Crohn’s & Colitis UK to manage their 2023 ‘Cut the Crap: Check for Crohn’s and Colitis’ campaign. CCUK is a UK based charity whose mission is to improve the lives of everyone affected by Crohn’s and Colitis. This multi-channel campaign aims to raise awareness of symptoms and to encourage people to seek earlier healthcare intervention, diagnosis and treatment.

Burcu Borysik, Head of Policy & Campaigns at CCUK said “Symptoms like stomach pain, diarrhoea, an urgent need to use the toilet or blood in your poo mean it’s hard to live with Crohn’s or Colitis. From gym classes and first dates, to work meetings and lectures, everything is a challenge if all you’re thinking about is where the nearest toilet is. But a lot of young people brush aside their symptoms for too long and delay seeing a doctor. We are thrilled to partner with Mostly Media to reach out to 18-34 year olds across the UK and change the way they think about their toilet habits.”

Tom Marshall, Head of Digital at Mostly Media said “Current stats on Crohn’s and Colitis show that for 1 in 4 people it will take more than a year to get a diagnosis; and that’s something that CCUK want to change, by raising awareness, addressing barriers and encouraging action. Mostly Media are pleased to be working with CCUK to manage this campaign and ultimately support in changing how and when sufferers of Crohn’s or Colitis get a diagnosis.”

All it takes is 30 seconds to check your symptoms today: https://crohnsandcolitis.org.uk/our-work/campaigns/symptom-checker

28/03/2023

In research released from Thinkbox exclusively to Marketing Week it was announced that B2B spend on TV has increased by 112% across the past four years. Spend across total TV has fallen by 3% in the same period, so using linear for B2B advertising is really bucking the trend here.

Largely at MM, we think this is due to the pandemic-fuelled boom of SME owners*, who are now so plentiful that a broad reach media channel like linear TV is an effective way to reach them. This heightened allocation of spend on linear TV for B2B advertising is also likely due to a switch to e-commerce businesses (over traditional bricks and mortar) and we know that linear TV is tried and tested in terms of effectiveness in the e-commerce space**. This pattern of long-term B2B growth on TV is reassuring news for both SME’s and TV planners alike and indicates that 2023 will continue to see long-term demand (and continued growth) in this sector.

* https://www.cbi.org.uk/media-centre/articles/pandemic-born-businesses-could-add-204bn-to-uk-economy-joint-cbinatwest-study-reveals/

**https://www.thinkbox.tv/research/thinkbox-research/the-tv-playbook-for-online-businesses/

https://www.marketingweek.com/b2b-spend-tv-advertising-doubled/

Much of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.

28/03/2023

We're delighted to feature in Campaign Magazine's School Reports 2023 listing the Top 50 Media Agencies ranked by Nielsen Ad Intel. We're hugely proud of all at Team Mostly and how far we've come over the last few years!

The top 50 media agencies as ranked by Nielsen Ad Intel.

16/03/2023

We’ve been talking to our clients about the growing medium of FAST channels. Let’s take a look at what they are, why they’re growing so fast (if you pardon the pun) and how you can implement them in your campaigns.

FAST stands for Free Ad Supported TV – they are channels on streaming platforms that are free for the viewer to use and funded through advertising. These channels concentrate on a genre or even a specific programme and solely show this content. For example, ITV X have a FAST channel that shows back-to-back episodes of Love Island and nothing else, if that’s your type on paper!

The reason these channels are growing so quickly is driven by both viewers and advertisers. Viewership is growing rapidly due to them having the linear TV experience yet only serving content that is desirable for the individual. The growth in advertiser attention is due to their ability to provide incremental reach on top of BVoD and Linear TV. They do this by targeting incredibly niche audiences through specific programme/genre targeting, instead of buying a broad BVoD or Linear TV campaign where you may only land in your ideal programme once.

FAST channels first appeared in isolation on Roku and Tubi TV in the US but Pluto TV were the first to concentrate on FAST channels and make them a statement on their platform. Pluto TV found huge success with FAST channels which has led to other large streaming platforms adopting this model resulting in the FAST channel market growing to a net worth of $4bn in ad revenue. Viacom saw the potential in them before most and purchased Pluto TV in January 2019 for $340m shortly after the platform launched into the UK in October of 2018. ITV are the first heritage brand to take the leap with FAST channels on their digital streaming platform ITV X.

If you’re interested in how we can help you make the most of FAST channels, or if you’d like any more information about them, please get in touch!

13/03/2023

2023 is a huge year for our client Paignton Zoo... it’s been 100 years since they opened their gates for the first time and on a more personal note, we’re beginning our 10th year of working with them!

In July 1923, the zoo, formerly Primely Zoological Gardens, opened on Herbert Whitley’s estate in Paignton in Devon and was founded as his private collection. Initially, entry was 1 shilling (5p) for adults and sixpence (2.5p) for children! The zoo was established as a heart of education and conservation and the team have continued this legacy all the way to 2023, adding in a big dose of fun along the way!

During our time working with them, we’ve had the privilege of supporting campaigns for them across all forms of media, everything from outdoor to digital and radio to TV. We’ve enjoyed working with them and always love seeing the campaigns come to life and deliver great results. In 2022, our programmatic mobile footfall campaign increased footfall by 109%! Louise Smith, customer growth manager said “We have worked with Mostly for a number of years now. The team are brilliant, really helpful and enthusiastic and they always come up with ideas in our budget”.

We’re excited to work together on all the cool campaigns they roll out for their centenary year!

09/03/2023

In 2022 we were really proud to have the opportunity to sponsor up and coming golf star Sarah Gee, and we’re thrilled to continue this partnership into 2023 to help Sarah chase her dream. Last season, Sarah finished 139th on the Ladies European Tour, she also had 3 top 20 finishes – incredible stuff! We recently caught up with Sarah to find out what’s on the cards for her this year…

How has your last season gone?

'Last year was my first full year playing golf professionally, I turned professional just before covid and wasn’t able to compete due to the covid restrictions. Last year was amazing, the sponsorship from Mostly Media meant I could take all the opportunities available to me which was a huge part of my learning and development as a pro. I cannot wait for more of the same this year.'

An update for the new season/any big events coming up this year?

'My 2023 season starts in February in South Africa. I’ve never been there before and I’m looking forward to getting back to competition.'

What are you most excited about this year?

'This year I’m excited to continue my progression from last year and to improve on my top finish which was 14th in The Ladies European Tour event – The Bonville Ladies Classic in Australia.'

Wishing Sarah all the very best for 2023!

01/03/2023

Mostly Recommends... here's the latest in our monthly recommendations from the team of what to watch or listen to...

BABYLON
Here at Mostly Media we are loving Babylon; set in 1920s Hollywood, during an era of decadence and outrageous excess, the film follows the rise and fall of ambitious dreamers as the industry changes from silent films into sound films. The all-star cast includes Margot Robbie, Brad Pitt, Tobey Maguire and Diego Calva. Watch now in cinemas.

KALEIDOSCOPE
Recently brought to Netflix, Kaleidoscope is an elaborate bank heist drama with a bit of a twist to the normal way of storytelling. With eight episodes all named after different colours, you can watch in any order and it will still make sense – in fact there are 40,320 combinations to watch it in. Each episode focuses on a time period pre, during and post the heist. Of course, you can watch it chronologically, but we found a random name generator worked really well for total randomisation! We were skeptical but the unconventional format really works!

HAPPY PLACE
Since 2018, Fearne Cotton has hosted her touching and honest podcast Happy Place. With a new guest each week, Fearne delves into what happiness means to them. Their raw and candid discussions touch on a range of personal stories surrounding love, life, loss and everything in-between. Previous guests include Shania Twain, Roman Kemp, Matt Willis and Annie Mac. Listen now on Apple, Spotify and Google.

If you have any good recommendations, let us know what you're listening to/watching.

27/02/2023

Every year we eagerly await Pinterest releasing their top emerging trends for the year ahead to find out what themes are set to rise in searches and popularity on the visual discovery platform. This a great opportunity to get ahead of the trend and tap into these rising themes with an effective advertising strategy, but there’s also some entertaining (and sometimes unusual!) trends introduced to the mix.

Predicted trends for 2023 include…

Free Spirits – Cocktails and Mocktails...
Cocktails, mocktails and everything in between – the aesthetic of creating good looking drinks as well as having an increased interest in a range of mocktail options is forecast to be on the rise. Searches are increasing on finding the perfect garnishes and even exploring ‘fancy ice cubes’!
- Cocktail garnish ideas creative +225%
- Creative cocktails presentation +555%
- Mocktail bar +75%

Vitamin Seaweed...
2023 sees an influx of superfoods interest thanks to their much-needed health benefits. This next wave of superfoods come from the sea – from green algae to seaweed snacks, this nutrient-rich craze is as green as it gets.
- Benefits of chlorophyll water +35%
- Green algae +60%
- Seaweed snacks recipes +245%

All Aboard...
According to Pinterest, train travel will make a major comeback in 2023. Thanks to scenic views, lower carbon footprint and extra legroom, it is predicted that Gen Z and Millennials will find a new love for this classic mode of transportation, with a focus on train travel aesthetic.
- Interrailing Europe aesthetic +105%
- Train trip aesthetic +205%
- Train quotes travel +285%

To find out more about digital advertising opportunities, email our team on [email protected]

07/02/2023

Podcasts have seen a huge surge in popularity over the last few years, with over 19.1 million Brits now listening to Podcasts. This figure is set to grow to more than 28 million listeners by 2026. Advertisers are becoming increasingly interested in tapping into the ever-growing world. £46 million was spent on podcast advertising in 2021 with spend predicted to almost double by 2026. As of January 2023, there are over 5 million podcasts globally, meaning whoever you’re trying to reach, there’ll be something for you.

With more and more podcasts being produced, the podcast world is becoming increasingly competitive; podcasters are trying to discover new growth strategies to stand out and make more monetary gains. Consequently, we are seeing the increasing rise of Live Podcasting and podcast subscription services like Luminary.

And what are we listening to at Mostly? Our current favourites include…

Chatabix – A shambolic Breakfast Show with Special Guests and regular contributors, Chatabix is a podcast starring comedians David Earl and Joe Wilkinson with episodes releasing daily. A great way to start your morning! Listen now on a range of streaming platforms including Spotify, Apple Podcasts or Acast.

The Diary of a CEO – Every week, ex-CEO, Steven Bartlett has a new guest on, sharing their insights, experiences, and story of how they overcame obstacles to reach where they are. The un-scripted conversations allow listeners to experience and understand the deep and dark of the guests lives that have led them to where they are now. But it’s not all doom and gloom, the podcast is so inspiring and motivating and sheds a different light on many well-known celebrities including Jimmy Carr (comedian), Patrice Evra (footballer), David Gandy (male model), Eddie Hearn (sports promoter) and Jacqueline Gold (CEO of Ann Summers).

Off Menu – Hosted by comedians Ed Gamble and James Acaster celebrity guests are invited into ‘The Dream Restaurant’ and asked their ideal starter, main, side, dessert and drink. If you’re a lover of good food and funny stories, then this is the podcast for you! The podcast has a website where you can find all episodes, merchandise and info. Any restaurants mentioned on the podcast are put into a comprehensive list on the website too if you’re ever looking for a new dinner spot. Recent guests include Ed Sheeran, Miriam Margolyes, Bob Mortimer, Sue Perkins and Ross Kemp but there’s over 125 episodes and guests if none of these whet your appetite.

If you’d like to learn more about podcast advertising just message [email protected].

31/01/2023

As always around the festive period, everybody has the TV guide out and is looking for what Christmas specials are on, what time the King’s speech is, or if Die Hard is in fact a Christmas film. Now that it feels like we’re on day 700 of January, we thought it would be nice to reflect and have a look at what drew in the most viewers this Christmas:

1st = The King (10.72m)
2nd = Strictly Come Dancing Christmas Special (5.44m)
3rd = Michael McIntyre’s The Wheel (4.81m)
4th = Call The Midwife (4.49m)
5th = Aladdin (4.39m)
6th = Ghosts (3.92m)
7th = Doc Martin (3.26m)
8th = EastEnders (3.17m)
9th = Coronation Street (2.85m)
10th = Ant & Dec’s Limitless Win (2.69m)

Fun Fact: this is the second year on the bounce that the top 2 spots were the Queen/King’s speech and Strictly Come Dancing.

If you’d like a chat about TV advertising, call us on 01225 302270.