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Ad Tech: Monterosa

28th June 2016

By Kristoffer Hammer, Head of Business Development, Clearcast Ltd




In my last post I talked about ways advertisers are trying to engage with viewers through social media and by stoking topical debate. Broadcasters too are leveraging the power of technology thanks to companies like Monterosa.


Monterosa has revived the memory of the King with its Lvis – an interaction platform that can easily be integrated with any digital platform. Anyone with a basic knowledge of digital media can curate the interaction with viewers for a show with a few clicks. Think Final Cut and you’ll know what I mean.


All broadcasters across Europe with rights to the Euros have been busy building platforms for viewers to interact with the footy. Monterosa has developed the Carlsberg Man of the Match and Goal of the Tournament. Viewers can cast their votes using social media, the sponsor’s website or UEFA’s app and website. Thanks to advancing tech it’s never been easier to vote.


Monterosa is the brainchild of Tom McDonald and is a true London start-up. From their offices in Farringdon, they are working with broadcasters globally, from projects like the Euros, to reality shows and competitions where viewer interaction is possible. Even our CTO, James Morgan-Yates, got really excited when invited for a demo.


You’ve probably tried one of their apps already without knowing it. Monterosa did the app for Channel 4’s Million Pound Drop, for example. And if you are fantasy player – you may have tried the Rugby7Stars already – the new World Rugby Seven Series live fantasy game?


Time to get on with something really important, I hear you say – cast your vote for the Euros Carlsberg Man of the Match!

Retail Right First Time

16th June 2016

We see a lot of ads. More than 30,000 scripts a year (but who’s counting). Some are super-glamourous big budget behemoths, but the majority are the less celebrated workmanlike sort of ads. Buy one get one free on sausages. Half price beans. I’ve written about the sexier stuff, like booze and gambling, isn’t it about time retail got a shot at the limelight?


Yes. Yes it is.


Retail ads may well be your (special price) bread and butter, so wouldn’t it be good if clearance was dead simple?


Yes. Yes it would.


Good news then: it is! When faced with a script for a standard retail advert, whether it’s a price reduction, introductory price, BOGOF or what have you, it’s likely you’ll be asked for the same set of substantiation each time. To make life easier for everyone, we’ve handily summarised it all on our Retail Substantiation Form.


If you know you’re uploading a retail ad, getting the client to fill the form out ahead of time to upload it with the script will pay dividends in the long run. Otherwise, you’ll most likely be waiting four days (our target turnaround time) just to be asked for the form to be filled out. And in this industry, who has that kind of time?


Now for the limited edition cut-price tour…




First things first, the form must be filled out by someone appropriately qualified. This means someone at the advertiser, not the agency, and potentially their legal or compliance team.


The first field to be filled in is a nice clear breakdown of the offer. Chances are this will be similar to the wording of the offer in the ad, but the more detailed the better. If the VO in the ad says “3 for 2 on frozen food”, for example, use this section to spell out the whole shebang – is it 3 for 2 on some frozen food or all frozen food?


Next up, let us know if this exact offer has been approved before. It may be that you ran the same offer last year and it was so successful you’re doing it again. Great! But let us know the relevant clock number and then we should be able to cross reference and get things approved even more quickly.


We request the start and end dates of both the offer and the media because they will affect how the offer is presented in the ad. If an ad is on air within the last two weeks of the offer for example, then the end date will need to be stated in the ad to ensure consumers have adequate information to take up the offer (for consumables it’s only one week).


A little further on in the form is a section headed ‘Availability’. This is quite a crucial one, as if the products/ranges featured in the offer are not available in 100% of stores, then there will need to be some kind of disclaimer. This is likely to be ‘most stores’ or ‘selected stores’ depending on individual circumstances.


The ‘10% rule’ often causes some head scratching. Moving away from food examples (I’m getting too hungry), if you’re claiming “Laptops from £299” it isn’t sufficient for 1 laptop to be priced at £299 if the other 49 are between £349 and £999. A minimum of 10% of the range or products on offer should be at the stated price. So if there are 50 laptops in the offer, at least 5 would need to be priced at £299. It works the same the other way around too; if the offer is “up to 50% off laptops” then a minimum of 5 laptops will need to have the full 50% off.


The BIS and CPR confirmation sections relate to the Department for Business, Innovation and Skills’ Pricing Practice Guide and the Consumer Protection Regulations, respectively. You can find the full BIS Pricing Practices Guide here and the CPRs here.




That covers most of the form – the rest should be fairly self-explanatory. The other big thing to remember though is that double pricing may be necessary. What’s double pricing? It’s when the regular, higher price is shown alongside the main price.


The necessity for this comes from the BIS Pricing Practices Guide, specifically section 1.2 which deals with making comparisons with your own previous price. If a price is shown and presented as a reduction, whether that’s “£249, that’s 50% off” or “now £249”, the previous price must also be shown in the ad. That’s also the case for examples like “£10 off, so now only £249. Some rudimentary maths skills can help the viewer work out the full price, but that’s not sufficient – “Previously £259” or words to that effect must appear in the ad.


The exception is where a reduction is shown but no specific price is referenced. So if the VO says “50% off laptops”, then no prices need to be shown in the ad.


Hopefully that’s clarified things a little and helped give you the tools you need to predict what substantiation we’ll need for simple retail offers as well as which supers might be necessary. Getting as much right as possible and relevant substantiation in when a script is first uploaded saves a lot of time both for us and agencies. And in the fast turnaround world of retail that can only be a good thing.


Right, now I really want to find a good laptop deal…


Jonathan Laury

Communications Executive, Clearcast Ltd

A still form the Missguided ad which utilised ad tech

Ad Tech:

07th June 2016

By Kristoffer Hammer, Head of Business Development, Clearcast Ltd

Social media vs & TV advertising


For many years advertisers have looked at how they can make their TV ads more topical and start a dialogue with viewers. At last year’s IBC I met the guys from and was very impressed with how they can make social media and advertising work together seamlessly. enables viewers  to send pictures or tweets related to an advertiser in order to be featured in the next ad break (among lots of other things). Combining TV ads with social media is far from new, but the approach streamlines the process and helps make the Clearcast clearance easier. provides a solution to have complete control of all stages of post-production and – importantly for us – it allows the final sign-off to be with Clearcast. Clearcast will still need a copy of the final ad; for a project where the turn-around may be extremely quick, there will be the need for a bespoke clearance using a system that minimises the risk of human error.


Missguided utilised to engage viewers with their latest fashion in ads. They incentivised viewers to upload their own footage to Facebook, Instagram, Twitter and Vine by featuring a selection of respondents in their next ad. Have a look yourself here. offers a clever way to combine TV advertising with social media, but this pairing is surely only in its infancy. The real challenge is to make viewers interested enough to actually want to interact with the ad. Most viewers are unlikely to ever want to get involved, so it is important that the targeting is right and the creativity makes people want to get their phones and tablets out to take part. Could this be achieved at all without offering prizes?


Check out yourself here, and if you want to know more about fast turn-around clearances for social media, then you should have a chat with Seb Lynch, the Copy Development Manager at Clearcast. Find out more here.