Walkers Crisps TV Advert Not Upheld

17th August 2016

A TV advert for Walkers Crisps starring Gary Lineker has recently been the subject of investigation by the Advertising Standards Authority (ASA). Following the publication of the ruling on Wednesday 17th August some incorrect articles have been published in the press.

 

The ad, which we cleared, was for a competition to win holidays by collecting letters of destination names. Complainants queried whether the competition had been conducted fairly.

 

The television advert was one of five adverts investigated, alongside the Walkers website, social media accounts and packaging. The ASA ruled that the TV ad was not in breach of the regulations and as such did not uphold those complaints. One of the points of complaint was upheld in relation to the Walkers website only. We have contacted editors of publications which have erroneously stated that the TV ad was banned.

 

The full ruling can be read here.

Logo for Documobi, an ad tech company

Documobi – All Media Becoming Interactive?

09th August 2016

Some developments in tech make small and incremental changes to how we live, others can change the way we interact and communicate. Documobi could be one of the revolutionary ones – making it possible to interact with all media.

 

Pete Lancaster and his start-up team have developed a solution that allows you to take a picture of any ad, any label or greetings card and be served an engagement. The engagement will be controlled by the owner of the content, i.e. the manufacturer, advertiser or the person sending you the card. This is different from a service like Blippar that recognises an object and serves interesting information, recipes and online shopping, based on its own algorithms.

 

It all started with their patented service being added to greeting and gift cards. You could record a greeting, then the recipient could hold their camera up to their specially designed card and watch your video message. As their tech has evolved, Documobi has started working with marketers in need of solutions for labels and print ads.

 

The team based in Harrogate has worked continuously to develop the tech behind Documobi. They are now able to use their technology to recognise digital signage, and so TV seemed like the next logical step.

 

The experience for the marketer is straight forward – you simply upload the creative together with the URL to be served and you are good to go. Once users have started searching the ad, marketers will receive valuable data and offer real insight into your users.

 

The tech can be integrated white label into any app, so it could make it easy for users to be in the right app at the right time. Simply push the button for the camera within the app, and the app will do the rest for you.

 

There have been a few attempts at getting media interactive in the past, with Shazam being the biggest success story so far. I think Documobi has many things going for it. The great advantage is that you can already be in your favourite app when you want to check something out. Just get the camera set and get a snap before the ad is gone! Lots of people are actually worried about giving access to the microphone for this, as required by some apps, as they worry someone will be listening to what they are up to!

 

The big question is what it will take for the service to take off. There is a chicken and egg situation here – consumers won’t start using the service before it is integrated with their favourite apps and there is lots of content that is interactive. Marketers on their side won’t want to use a service before the usage is there.

 

My view is that Documobi probably is best placed approaching broadcasters and publishers directly, to get into their existing apps and become a part of the deals sold to advertisers and advertorials. They are currently doing a few tests with clients and I am curious to see the results.

 

Have a look a look for yourself how it works here

 

By Kristoffer Hammer, Head of Business Development, Clearcast Ltd

Press Release – Clearcast and Videology integrate to deliver real-time ad clearance solution

01st August 2016

Videology – a leading software provider for converged TV and video advertising – today announced their official technology partnership with Clearcast, the company that pre-clears advertising copy for the UK’s major commercial broadcasters. Via a technical integration Videology will be able to ensure that all ads served into Broadcast linear and catch-up content via the Videology platform are real-time compliant with the UK Code of Broadcast Advertising.

 

The solution is the first of its kind in video advertising technology in the UK.

 

Kristoffer Hammer, Head of Business Development at Clearcast, said “Advertising compliance has become increasingly complicated in the era of TV & video convergence. By partnering with Videology to standardise delivery we continue to support the industry and enable advertising.”

 

“We recognise the importance that broadcasters place on this particular requirement, and the fact that it is an essential component in supporting the development of a more dynamic programmatic TV landscape. The partnership with Clearcast allows us to be proactive in providing the highest standard of compliance adherence for all our broadcast partners.” said John Tigg, SVP of Enterprise Solutions, Videology.

 

The solution is currently in closed beta testing and will be released in mid-August.

 

About Videology

Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.

 

Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.

International Training Event Announced

01st August 2016

Did you know France is the world’s most visited country?

 

Not only that, but France also has very tight ad regulation. That’s why this year, our International Ad Compliance Training event is doubling down on the land of wine, cheese and Paul Pogba.

 

At last year’s sold-out IACT event, attendees heard about regulations in the Middle East, ROI, Sweden and China from a quartet of expert speakers. By tightening the focus this year we’ll be able to delve a little deeper.

 

We’re pleased to announce that the course will be presented by Elisa Chocron from ARPP, the French self-regulator. You’ll have the chance to learn about some of the big changes to French regulation over the last couple of years, key processes, common reasons for rejection and much more.

 

Whether you work with French clients or are trying to navigate the French clearance process, make sure you join us on Wednesday 26th October for exclusive insight and advice.

Book now!