Smithfield News & Blog

Date posted: 3 May 2019

Posted by: Smithfield

Post category: Insights

Date posted: 3 May 2019

Posted by: Smithfield

Post category: Insights

How advertising at the right time can add to the success of your business.

Our clients are often faced with the challenge: when is the best time to advertise or launch my product?

Advertising at the right time can have a huge impact on the success of your business.

From a media planning perspective, there are price fluctuations in the TV market that can make the same quantity of TV a lot cheaper in summer months, versus a highly demanded period like November (in the lead up to Christmas). This is standard stuff – any media agency worth employing will have a comprehensive understanding of the economics of the TV market.

But it is not just the cost of media that can affect the success of your business, other factors may include, when your competitors are spending and what demand is like for your product – is there any seasonal uplift? Can you stand out from the pack by advertising when others aren’t?

Recently we have been working with a high street bank, helping them to launch their new SME business current account. By analysing 5 years’ worth of competitor spend data, and 5 years’ worth of competitor brand search data, on a month by month basis, we were able to demonstrate that there was significant consumer demand for business banking in August, but very little competitor spend. This insight also allowed us to demonstrate that acquiring 10% share of voice in August would be 2-3 times cheaper than any other month. To add to this insight, we were also able to prove, through rigorous research, that whilst August may traditionally be a month when many people choose to go on holidays, it is not the case for start-up business owners, they are always available, always connected and always switched on.

This approach applies for any brand, product or service. If you would like to find out more and see how our approach to media planning, then do get in touch as we would love to see how we can help you grow.

Date posted: 3 Apr 2019

Posted by: Smithfield

Post category: Insights

Date posted: 3 Apr 2019

Posted by: Smithfield

Post category: Insights

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…
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Date posted: 26 Feb 2019

Posted by: Smithfield

Post category: Insights

Date posted: 26 Feb 2019

Posted by: Smithfield

Post category: Insights

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: 24 Feb 2019

Posted by: Sarah Coften

Post category: Insights

Date posted: 24 Feb 2019

Posted by: Sarah Coften

Post category: Insights

Digital Adspend Study reveals UK Advertisers spent £13.4bn in 2018

Sarah Coften, Digital Director at Smithfield attended the IAB annual announcement of the Digital Adspend Study, which measures the size of the digital advertising marketing in the UK and is published by IAB UK and PwC. Here’s a round-up of the facts and the consumer habits and behaviours driving the changes in spend among advertisers. Brexit anxiety and concerns about consumer confidence in advertising failed to stop UK advertisers spending a record £13.4bn on digital advertising last year – a 15% jump on 2017. And in a first for the UK advertising industry, smartphones has surpassed desktop spend to account…
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Date posted: 15 Sep 2018

Posted by: Smithfield

Post category: Insights

Date posted: 15 Sep 2018

Posted by: Smithfield

Post category: Insights

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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