Smithfield News & Blog

Date posted: 3 Apr 2019

Posted by: Smithfield

Post category: Blog

Date posted: 3 Apr 2019

Posted by: Smithfield

Post category: Blog

Britbox – the British Netflix?

In the last week or so, a nod to the potential future of UK broadcasting industry has emerged about the launch of subscription service Britbox.  This has been launched as a partnership created by the BBC and ITV to be “The Home of British Creativity” and many commentators immediately made comparisons to Netflix and how these traditional broadcasters are now looking to a subscription service to be their future revenue generator.

This week sees additional speculation that Channel 4 may join in too, with CEO Alex Mahon confirming their interest in the venture.  This news came just a week after Channel 4 launched their own ad-free subscription service within the All4 product.  And we already have ad-free subscription services from the likes of Amazon and Netflix and more arriving from Disney and Apple.

So clearly, subscriptions are being seen as the future of TV revenue in the UK.  Of course, Sky have always generated more revenue from their subscription than they do from advertising, and now the other major broadcasters are looking to this trend.

So what does this mean for the TV ad industry?  Well, we know it’s big and takes around £5bn from advertisers every year who are keen to put their brands alongside the right audiences and content.  Taking viewers away from “linear” TV will impact the TV industry’s ability to deliver the scale of audiences that the advertisers demand.  But TV pricing is set by basic economics – supply of ratings and demand of those ratings by advertisers.  If the supply drops and the demand remains the same, then the price will rise.  So £5bn is still spent in the TV market and ITV, C4 and Sky still take the same revenues – so can there be a downside to the UK broadcasters’ ad revenue?

This is where it gets tricky, as we don’t have a very clear crystal ball in which to gaze and assess the future.  What will be the drop-in audience that won’t be using “linear” TV?  Will it be uniform across all broadcasters?  What does this mean for the big stations where the water cooler moments are created?  And the small stations which provide niche content?

The success of Britbox will be reliant on what content will be put on it. Will ITV put the latest episodes of Coronation Street and other crown jewels of their schedule on Britbox? This then raises the question of whether the content will be attractive enough to make every household pay £60 a year for it on top off all the other subscriptions households have signed up for.

Lots of unknowns, but one thing is for sure, the TV industry is looking to what the future of audio-visual content could be. We, at Smithfield, are keeping an eye on this and will be looking as Britbox (and other subscription services) develops what impact this will have on advertisers and the consumer.

This is just one of the many discussions we are having at Smithfield. We are always looking at what is happening across the industry and the impact this could have on our clients. Get in touch today to see how our approach and thinking can help you achieve the results you need.

Date posted: 26 Feb 2019

Posted by: Smithfield

Post category: Blog

Date posted: 26 Feb 2019

Posted by: Smithfield

Post category: Blog

Media planning can deliver the results your business needs

By Garett Farrell, Planning Director, Smithfield Every business has a mantra by which they operate. At Smithfield ours is ‘Planning for Performance’. Whilst, it may look like a catchy piece of alliteration designed to adorn our Powerpoint decks with a raison d’etre, it is more than this. It is the core principles upon which our agency was founded and built. If media planning is a dying art form, Smithfield is the cure. Our planning approach has proven so effective, we have doubled in size in less than a year, and more and more clients are turning to us to help…
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Date posted: 15 Sep 2018

Posted by: Smithfield

Post category: Blog

Date posted: 15 Sep 2018

Posted by: Smithfield

Post category: Blog

Opportunities Voice can bring to your brand

Andy Kinsey Head of SEO. Today 40% of adults make at least one voice search per day on their smartphone, and with ComScore predicting by 2020 over 50% of searches will be by voice, the trend is clear… but it isn’t just about mobile. Microsoft’s latest stats for Cortana show that it has 133 million monthly users, and 25% of these are on Desktop – that’s right, voice search on desktop. To add to this, 52% of voice activated speakers are in the living room with a further 22% in the kitchen according to Google, it’s clear these items are…
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Date posted: 16 Jul 2018

Posted by: Smithfield

Post category: News

Date posted: 16 Jul 2018

Posted by: Smithfield

Post category: News

Amazon have purchased the rights to show the Premier League. What does this mean to media?

American giant Amazon has broken the stranglehold of Sky and BT and announced its introduction into football with a package of 20 Premier League matches to be live-streamed solely from the Amazon Prime platform. While this might come as a surprise to football fans, the company saw off competition from the likes of YouTube, Twitter and Facebook for the right to broadcast these games. So, what does the news mean for consumers, advertisers, media planners and Amazon itself? The consumer factor This move into streaming services and exclusively online platforms has been a long time coming, with Amazon already holding…
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Date posted: 11 Jul 2018

Posted by: Smithfield

Post category: Blog

Date posted: 11 Jul 2018

Posted by: Smithfield

Post category: Blog

Five Top Misconceptions & Myths About Search

by Andy Kinsey and Stuart Hackett Head of SEO and Head of PPC, Smithfield. Search can be compared to the Chinese board game Go, which is known as the game that ‘takes a minute to learn and a lifetime to master’. It’s is a level playing field for all businesses and the smallest players can realise potential and steal market share through a solid approach to both paid and organic search. However, the backbone to deploying an effective search strategy is complex, multi-layered and constantly changing. Search requires PPC and SEO experts bringing best practice and a focus on constantly…
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