The UK’s largest independent media agency, the7stars, has renewed its approach to audiovisual media planning to better utilize specialist YouTube marketing opportunities for its clients.
The agency worked closely with Google to put in place what it described as an “AV fluid planning approach”.
The agency said it made the move because it believes YouTube is a natural extension of the audiovisual business after a year in which the number of people watching the app through TV screens rose to 25 million in the Kingdom. -United.
In May 2021, over 25% of connected CTV YouTube viewers watched content almost exclusively on the TV screen and the average UK online adult watched 60 minutes of YouTube per day on all devices, including smart TVs, according to YouTube and Comscore. video data.
The agency said it would use YouTube to “maximize efficiency through experimentation with high quality content.”
The7stars manages over £ 350 million in media billing for clients such as TSB, Suzuki, Entain, First Rail Holdings (Great Western Railway, South Western Rail & Trans Pennine Express), Nintendo and Iceland.
Adam Chugg, Nicola Teague and Jonathan Harrison.
The7stars has restructured its activation team and provided additional training to AV planners on digital media purchasing to facilitate its new approach to planning.
The activation team is now led by three newly promoted leaders.
Nicola Teague is the head of AV planning, with a broader mandate to ensure brand consistency across all AVs.
Jonathan Harrison is the Head of Digital Strategy and Transformation and will focus on customer innovation through data and technology.
Adam Chugg is responsible for large tech activations, responsible for platform integration and best practices across Google, Apple, Facebook and Amazon.
As part of the partnership with Google, the7stars has invested in global advertising technology, including Halo, its creative technology tool that integrally aligns with Google’s custom machine learning solution. The7stars said Halo would enable them “to optimize video creation for digital environments and bring creative information to life in real time alongside Supernova, the7stars’ in-house production studio.”
Teague said the partnership with Google is “supported by our independence and channel neutrality.”
She added, “We’re free to go fast, follow audiences, and plan YouTube in the most efficient way.
“In a world where audiences have unparalleled choices for video content, it is fundamental that we work with YouTube in an AV capacity to marry a cohesive AV presence that delivers scale and relevance to audiences across the UK . “
Matt Bush, Managing Director of Google Agencies, Partners and Creatives, added, “It’s really exciting to see the7stars restructure their activation team with a focus on YouTube and continue to evolve our partnership.
“Their skills and talent are uniquely positioned to advance their YouTube specialization and deliver ever better business results to 7stars customers.”