‘Ready or Not?!’ sees content creator Adeola Patronne and special guests dive headfirst into unfamiliar worlds of work while expressing their true selves through style, makeup, and skincare. Episodes begin with Adeola and friends using e.l.f. products to prepare for mystery adrenaline-fueled activities, which include a win-or-lose football challenge as well as a day out at a vegan animal sanctuary shovelling muck and a high-octane session stunt training with a Hollywood pro. 

As part of the deal, e.l.f. will become the first brand to trial ecommerce across Channel 4 social branded content with the addition of shoppable links alongside each ‘Ready or Not?!’ episode – allowing Channel 4.0’s highly engaged young audiences to purchase products as they appear in the show. The campaign also includes additional bespoke content across Channel 4.0 newly launched Instagram and TikTok accounts.

Channel 4.0’s partnership with e.l.f. was brokered by Jodie Miles, Content Lead in Channel 4’s award-winning commercial arm 4Sales and e.l.f.’s media agency, Wavemaker. ‘Ready or Not?!’ marks the latest development in Channel 4.0’s first ever branded deal which saw e.l.f. become the platform’s ‘Official Beauty Partner’ earlier this year.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4 said: “Ready or Not?!’, like 4.0, reflects British youth culture today. It’s funny, boundary-pushing, and empowers viewers to stay true to themselves. We’re excited to enter the next phase of our partnership with e.l.f. and look forward to continuing to develop our relationship in the future.”

Lauren Thornton, AVP, International Marketing at e.l.f. Beauty added: “We’re thrilled to be partnering with Channel 4.0 on their first ever social branded YouTube series ‘Ready or Not?!’ It’s what we call an EYES.LIPS.FIRST. This partnership and campaign, with its adrenaline-fueled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. We cannot wait for our community to check it out.”

Louise Temperley, General Manager at Wavemaker said: “As the official launch partner of 4.0, we’re thrilled to see e.l.f.’s first content collaboration with 4.0 talent go live, placing e.l.f. at the forefront of entertainment and connecting with Gen Zs”

Channel 4.0 recently won ‘Best Entertainment Channel’ at the Digital Broadcast Awards and has commissioned 29 series since its launch in October 2022. With an audience made up of 84% 13 to 24-year-olds, its shows feature a host of Gen Z talent including Chunkz, Nella Rose, Mist, Harry Pinero, Chloe Burrows, Dreya Mac, Spuddz and America Foster.

The launch of branded series and ecommerce on Channel 4.0 contribute to 4Sales’s long history of being a commercial innovation leader. This month, 4Sales released three new products off the back of its pioneering ad experiment, and recently led the way with dynamic ads and devised first party data matching, offering advertisers the ability to match their first party data with user data.   

Created and produced by Wall of Productions, episode one of ‘Ready or Not?!’ launches on 27^th July on Channel 4.0, with a further two episodes being released fortnightly. Shorter edits will also run across Channel 4.0’s Instagram and TikTok platforms.

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Source: Wavemaker UK

Global ad tech company, Brand Metrics, which helps publishers measure the effectiveness of digital advertising, has developed a pioneering partnership with leading lifestyle publisher, mindbodygreen, highlighting the importance of context in advertising, and how this can help to build brands, sometimes in unexpected ways.

Brand Metrics empowers a growing number of publishers to gather independent data on their digital ad campaigns, enabling them to measure uplift in awareness, consideration, preference and action intent. 

Its technology allowed mindbodygreen to measure brand lift across a range of campaigns among its brand advertisers, and to compare results against a 20,000 strong campaign database, benchmarking advertiser results against 122 different industry categories. Due to the versatility of the platform, the publisher was able to accurately measure even the smallest of campaigns.

Peter Trombino, mindbodygreen‘s Chief Sales Officer, explains: “We design campaigns with partner KPIs in mind. With Brand Metrics, we’ve been able to effectively measure campaigns of all sizes with high levels of confidence, allowing us to prove we are moving people down the funnel, making creative suggestions, and ultimately driving growth in our partnerships.”

Traditionally, mindbodygreen’s commercial strategy has focused on attracting advertisers from the broad lifestyle categories that the site’s content covers, such as beauty, fashion and food. Brand Metrics’ data had shown how, from fashion to healthy eating, and from online counselling to supplements, brand advertisers on mindbodygreen were seeing total brand lift ranging between +11.5% and +13.3%. 

They also noted strong lifts in brand awareness, suggesting that mindbodygreen offers a great contextual environment for lifestyle brands to grow their presence.

But, beyond these more familiar categories, the mindbodygreen team also noted some very positive campaign results for Facet, a full service financial planning company. This included increases in brand lift by over 20% across the four key metrics.

“For the Facet team, knowing that mindbodygreen shared our belief that there’s no wellness without financial wellness made them a perfect partner,” explains Facet’s COO, Shruti Joshi.

The immersive, content-driven campaign included custom articles, social media, newsletters, and targeted display ads designed to propel action. Joshi notes incredible engagement across the delivery of 8.8M impressions and 9.6K clicks: “In terms of brand uplift, we are thrilled with the total absolute lift of 21.5% across all four key metrics”.

Taylor Sturtevant, Brand Metrics Director of Customer Success, US, explains: “It is universally understood that if you are exposed to an ad in a relevant environment, you’re more likely to engage with it. This type of contextual relevance can take place in a specialist publishing environment (for instance). But this pioneering partnership uncovered alignment between financial wellbeing and overall wellbeing, showing how audience understanding can create new content, context, and connection.”

Sturtevant concludes: “While a directly relevant media context makes a lot of sense, there can also be great opportunities for less obvious pairings and contexts, often in less crowded and competitive spaces. Brand lift data can help to open up additional opportunities to welcome brands and categories which speak to the many wants and needs of diverse audiences.”

Brand Metrics works with many of the world’s leading publishers including The New York Times, The Guardian, Bloomberg, Financial Times and News Corp, helping them to measure brand lift across their digital campaigns. It is empowering a growing number of publishers and agencies to gather independent data on their digital ad campaigns and enabling them to measure uplift in awareness, consideration, preference and action intent, in a simple, cost-effective and comparable way.

Read the full case study here.

Source: Brand Metrics

The partnership between Stanley Black and Decker and Jellyfish started two years ago when the regional digital marketing business secured its retail media activity, including Amazon search and display advertising. This new remit broadens the scope across the full digital media activity and will leverage Jellyfish’s vast retail and commerce expertise to drive performance for the different brands under Stanley Black and Decker. 

The work will be led by Sally Husseini, Account Director, and Belén de Mingo, Client Partner, alongside a broad team of platform experts. 

In a statement, Stanley Black and Decker Digital Marketing Director, Majo Martinez, expressed her excitement about the strengthened partnership: “We are excited to announce a significant leap forward in our brand’s growth and outreach strategy for DEWALT and STANLEY. As part of our commitment to staying at the forefront of the digital landscape, we have decided to invest more resources in digital marketing and online presence. Embracing this dynamic shift, we aim to leverage the vast opportunities offered by the digital realm to better connect with our valued customers and reach new audiences across the EMEA ANZ region.

We’re thrilled to be expanding our work with Jellyfish to take Stanley Black and Decker’s brands to the next level to drive performance marketing. We have been continually impressed with their achievements and expertise across retail media, so the natural progression was to achieve the same results across all our digital media activity. I’m confident that together we can drive more effectively digital transformation and achieve great results for our core brands. With this strategic move, we are confident that we will continue to shape the industry and deliver innovative solutions that exceed expectations.”

Meanwhile, Tommaso Pietrarelli, Senior Growth Director at Jellyfish said, “We’re delighted to be strengthening our partnership with Stanley Black and Decker. Over the last two years, we have achieved great things and I am excited to achieve even more together in the next part of this journey.”

Source: Jellyfish

InMobi, a leading provider of content, monetisation, and marketing technologies that help businesses fuel growth, today announced its appointment of Dan Rapaport as Vice President of Product for InMobi Commerce, a leading advertising technology platform for retailers and eCommerce companies.

Retail media is one of the fastest-growing ad channels and is poised to capture a significant market share moving forward, with global ad revenue set to exceed that of television by 2028. The demand for innovative solutions, standardisation and differentiation is at its peak in an era where it is increasingly challenging to capture consumers’ attention. Dan’s expertise and extensive industry experience will play a pivotal role in propelling InMobi‘s success in this rapidly evolving landscape.

Dan brings over two decades of product management experience to his role at InMobi. Prior to InMobi, he held key positions at companies such as PubMatic, Yahoo, and AdKnowledge. Most recently, Dan served as the Vice President of Product, Ads & Retail Media at Firework, a leading provider of livestream and video commerce solutions for brands, retailers, and publishers.

“We are thrilled to welcome Dan to InMobi. His experience as a product manager and deep understanding of the Ad Tech and retail media landscape positions him perfectly to drive our growth and innovation. Dan’s addition to our team will further strengthen our ability to deliver cutting-edge solutions to our customers and allow us to inspire product discovery through InMobi Commerce’s solutions that are loved by Advertisers and Marketers,” says Jimit Doshi, Senior Vice President and General Manager, InMobi Commerce.

Dan holds an MBA and a master’s degree in electrical engineering from Stanford, as well as a bachelor’s degree in economics from U.C. Berkeley. A native of the San Francisco Bay Area, he currently resides in Redwood City, California.

InMobi Commerce is an innovative suite of product discovery and monetisation solutions, for retailers and e-commerce companies that are designed to help maximise media-derived revenues. InMobi Commerce is a pioneer in launching shoppable videos to retailers, helping them create high-impact shopping experiences, moving immersive product discovery from social platforms back to their owned channels.

Source: InMobi

Sitting uniquely at the intersection of both wine and travel – we positioned The Wine Flyer as your perfect pairing of taste and place. By connecting the sensorial experiences of taste and place, The Wine Flyer brand goes beyond the bottle to hero the post-pour experience – a way to truly relive our travels and share those unforgettable moments with the ones we love. This duality became the cornerstone of the brand narrative, which we captured in our creative idea – share a taste of place.

We developed a split-screen visual system that creates a bold and clear voice in the market – it’s never just about wine but the perfect match of the wine and the moment. The brand toolkit captures the rich and evocative world of taste and place – warm, inviting colours paired with images of collected memories, both at home and away. Crisp product photography paired with a subtle travel-inspired graphic language.

Paul Irwin, Principal at 1.1 said, “We worked closely with The Wine Flyer team to identify the compelling role they play in peoples’ lives and explored how to amplify this through every aspect of the brand and identity. The new brand identity provides the tools to help drive The Wine Flyer’s next stage of growth”

Georgia Martin, Design Director at 1.1 said, “A core belief of The Wine Flyer was that wine should be both unpretentious and a sensory experience that has the power to transport us to a different time and place entirely. It can conjure a precise feeling, a memory of a special occasion, a specific moment in life perfectly captured in a sip, glass or bottle. We distilled this essence into our new creative idea – Share a taste of place.”

The new brand allows The Wine Flyer to stand confidently apart from its competitors by leading with emotive messaging beyond price or promotion. The flexible and easy-to-execute identity is a refreshing voice which helps elevate the experience today, whilst providing room to grow as they continue to expand their offering.

Jack Smith, CEO at The Wine Flyer said, “From the start we knew we needed an agency that understood the early stage challenges of creating a differentiated brand that would resonate with our growing audience. The team at 1.1 took a collaborative and creative approach to helping us unlock the synergy that exists when bringing together stories of the places we’ve travelled and being able to bring that feeling home again.”

The Wine Flyer’s new brand is now live. Find out more: thewineflyer.co.uk

Source: 1.1

Captain Morgan is today launching its first ever pan-African campaign, ‘Spice On Africa’ and debuting a vibrant new pack design following the global launch of the Spice On campaign last year.

The new high tempo TVC is set against Nigerian Afrobeats singer, songwriter Yemi Alade’s upbeat track ‘Baddie’ and is voiced by award-winning comedian Mpho Popps in South Africa and multi-talented music artist Barak Jacuzzi in Kenya. Yemi is a cultural force across Africa, and with back-to-back MTV Africa awards under her belt, is bringing the dynamism of African music to the global stage.

Celebrating a group of friends that bring their individuality to the table, the TVC follows our protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own ‘spice’ to each scene with playful twists on how to enjoy Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in someone dunking a chicken wing into their Captain & Cola. 

The creative sees Captain Morgan debut its vibrant new pack design in Africa, putting the quality, flavour and spice of the liquid at the forefront of the design. The new pack also includes a refreshed version of the brand’s famous Captain icon, maintaining recognizability while allowing the liquid to shine through as the hero. 

Initially launching in Kenya and South Africa before being rolled out to Nigeria later this year and markets across Africa, the digital first campaign will run through the line with a 45 second TV commercial, social and digital edits as well as appearing in out of home and both on and off-trade retail channels. 

Samori Gambrah, Global Brand Director, Captain Morgan said: 

“The new ‘Spice On Africa’ campaign is the first pan-African campaign we’ve seen at Captain Morgan and highlights our commitment to growing the brand in the region. Spice is what makes Captain Morgan delicious, but it’s also an attitude – and this campaign is all about celebrating those who bring their unique ‘spice’ to the party. I’ve loved working with our Captain Morgan teams and creative talent across Africa on this campaign.’

The TVC stars talent from Kenya, Nigeria and South Africa and was created by creative agency RPM which worked with acclaimed director Kyle Lewis and South African production company EGG films in Cape Town to bring the creative to life.  

Lesibane Mohale, Senior Creative at RPM, commented: 

“The vibe and energy on set was very special. With the cast coming from Nigeria, Kenya and South Africa, an amazing crew and our director, Kyle Lewis, this exciting production was a melting pot of diverse talent and unique cultures coming together. We wanted this campaign to connect with our audience by showcasing the warmth, vibrancy and spirit that can be found across this incredible continent, and it was a spirit that could be found on set.”

Creative agency Bulletproof was appointed by Captain Morgan to design the new pack which is now rolling out across Africa.

Source: Captain Morgan

Adaptive streaming specialist, SeenThis, today announces a new partnership with real-time and cookieless Semantic Marketing Platform, Qwarry, marking a significant milestone to provide a more sustainable landscape within digital advertising.

SeenThis’ proprietary streaming technology has disrupted traditional content distribution methods, providing a solution that maximizes performance while minimizing carbon emissions from digital campaigns. By harnessing the power of SeenThis’ cutting-edge technology, Qwarry, a platform that enables businesses to make sustainable decisions through advanced semantic analysis, can help their customers deliver impactful messages while minimizing their carbon footprint from creative delivery, compared to conventional technologies.

Furthermore, SeenThis’ creative platform enables digital advertising campaigns to achieve maximum effectiveness while minimizing data waste and the energy it would consume.

Geoffrey Berthon, CEO at Qwarry, says: “We aim to empower industry stakeholders to create campaigns with a reduced environmental footprint while actively contributing to the industry’s transformation towards a more virtuous model. Our partnership with SeenThis plays a pivotal role in this endeavor, allowing us to take a step towards minimizing carbon emissions while Qwarry upholds user privacy. Together, we’re building a brand sustainable future where advertising respects both the planet and individuals.”

Jean-Robert Mamin, Managing Director France at SeenThis, adds: “We are thrilled to join forces with Qwarry who shares our mission to prioritize sustainability in digital advertising, especially when the overall performance increases as a result, and I look forward to tackling the sustainability challenge together. Our combined expertise and resources will pave the way for innovative solutions that propel us towards the change we need.”

Qwarry’s advanced semantic analysis capabilities equip companies with the knowledge to make informed sustainability decisions, ensuring their advertising efforts align with their corporate social responsibility objectives. Through this new partnership, Qwarrys clients gain access to a powerful tool that optimizes creative delivery, eliminates data waste, measures data transfer and estimates carbon emissions associated with the creative delivery of digital campaigns.

The partnership has already yielded remarkable results, with a recent campaign achieving an impressive 23% reduction in data transfer compared to running creatives of corresponding quality using conventional technology¹. For the 1m impressions streamed in this campaign, this is the equivalent of 373GB less data transfer, representing 120kg of CO₂e  in avoided emissions², which exemplifies the potential of technology-driven solutions to create tangible positive impact on the environment.

Source: SeenThis

¹ The results are the expected data reduction achieved from delivering this campaign’s creatives with SeenThis Streaming Technology compared to delivering the creatives, with the same quality, using conventional ad serving technology. The model underpinning this estimation has been developed and extensively tested on hundreds of campaigns and has been proven accurate. However, the results provided do include a margin of error as every campaign includes individual circumstances and factors which may have some influence on the result.
² Assuming 1GB corresponding to 1kg CO₂e with streaming impact on the data value chain being 30%. Emission factor based on methodology validated by Doconomy. For more information, read SeenThis’ white paper: The Time to Act is Now.

“The upheaval isn’t going unnoticed either. Musk’s continuous tinkering with Twitter has caused frustration among its loyal users. The imposed limit on the number of tweets that can be read daily was met with ire from both users and marketers, sparking a boon for Threads to amass 100 million sign-ups within five days of launch. We mustn’t forget the influence of established apps with Meta’s dominance evident, and shoppers preferring to shop via Facebook (27%) or Instagram (20%) over other channels.

“With 67% of global shoppers already turning to social media for purchases, and 53% intending to increase spending via these channels, Threads is in a prime position to capitalise on Twitter’s unpredictability. And as the era of social commerce develops, Threads may just steal the show,”

BY Chloe Cox who is Head of Social at Wunderman Thompson Commerce and Technology.

Attention measurement and optimisation provider Playground xyz Attention Intelligence Solution (AIP) announced today its actionable attention solution on YouTube, as well as unveiling new insights on how advertisers can garner the most attention for their Youtube ad campaigns.

“Optimization is the key to driving attention and campaign effectiveness. With actionable attention insights, brands are able to pinpoint factors that are detracting from campaign success and quickly understand how to coarse-correct,” said Rob Hall, Playground xyz, CEO. “Advertising is a huge opportunity on Youtube and we are excited to help brands learn more about their campaigns in order to drive attention and connection with audiences.”

The launch follows successful trials with a number of blue chip advertisers who used the automated reporting to uncover a wealth of insights regarding campaign performance. A few examples include: 

• A large Sports Wagering brand saw the attention received by bumper ads drop by over 30% as the campaign elapsed, pointing to creative burnout. 
• A leading Subscription Meals brand saw attention on their ads was 25% higher in the mornings than the evenings, yet impressions were being delivered mostly at night. 
• And a leading Financial Services brand was able to calculate how much their Cost Per Attentive Completed View was across various formats and found one strategy to be 5x more effective for them.

“There is a lot to learn about attention within social environments and that starts with technology that can adapt to the unique consumer behaviors within each platform and help advertisers easily optimize each campaign to be where attention is highest. Our attention offering on YouTube is just the beginning of more exciting social capabilities to come,” Rob Hall continued to share.

Through this new solution, Playground xyz AIP reviewed YouTube Impressions for Attention Time, AIP’s metric which evaluates ads for the length of time in seconds an ad is actually looked at. The data revealed that YouTube Bumper Ads, despite being shorter in length, see consumers watching 45% of the ad, 20% more than Skippable Ads and YouTube ads between 10 and 15 seconds garner the greatest levels of Attention Time, approximately 23% more than other ad durations.

AIP is the world’s first tech stack built to make attention actionable. Trained and verified by real eye-tracking data from an opt-in panel, it supercharges that data via advanced AI models to measure attention at scale. AIP’s YouTube attention measurement takes that capability and applies it to live YouTube campaigns, analyzing each individual DV360/CM360 record to accurately score Attention Time across the campaign.

Source: Playground xyz

In a groundbreaking initiative titled ‘Khallina Nethawar’ (Let’s Have a Conversation), the Lebanese Ministry of Telecommunications and Information collaborated with TBWA\RAAD to convey a concise and unequivocal message to both Lebanese citizens and politicians: the time for dialogue has arrived!

Lebanon, a nation grappling with despair and corruption, yearns for a lifeline. While many Lebanese view the election of a president as the initial step towards stability, the public finds itself in a state of limbo after enduring over six months of waiting for politicians to engage and reach agreements. As a result, the presidential seat remains unoccupied.

To commemorate World Conversation Day and emphasize the significance of two-way communication during this critical period in Lebanon, the Ministry of Telecommunications provided politicians with free SIM cards as part of the campaign. Each SIM card featured a dedicated number and was accompanied by a letter urging the recipients to initiate meaningful conversations with their counterparts. The ministry also distributed a list of numbers to all politicians, further underscoring the urgency of the situation. Outdoor advertisements strategically placed near the residences of politicians and throughout adjacent areas directly addressed each politician by name, encouraging them to call their counterparts from opposing parties with whom they needed to engage in conversation. The contact numbers were provided in the ads.

For the general public, the ministry extended an offer of over 1000 free calling minutes on July 12th, irrespective of their cellular network. Additionally, 50 extra gigabytes were provided for all landlines, aiming to motivate all Lebanese citizens to pick up their phones and initiate conversations.

For once, on World Conversation Day, with the free numbers, free minutes, and direct callouts, the Lebanese political class are finally left with no excuse not to pick up the phone and have a conversation.

Source: TBWA\RAAD