We round up only the most interesting happenings; cultural trends, ad wins and fails and media stuff like radio ratings. It’s a collection curated by our most curious minds and shared in one email, so you don’t have to go through your other 20.
Sign Up View the previous issue: 19 July 2024For over a decade, Lille’s Palais des Beaux-Arts, home to France’s second-largest art collection, has been using “museo-therapy” to aid patients from local hospitals. The initiative has now become a formalised agreement with a hospital in Lille to offer art therapy sessions to patients prescribed a “museum prescription” by doctors. This program, known as social prescribing, leverages art to complement or replace traditional medical treatments. Sessions include participants such as Alzheimer’s patients, drug users, autistic children, and women undergoing treatments for endometriosis and cancer. Once a week, there’s also an open class for the general public. A writer exploring the impact of social prescribing says there is a lot of evidence to show that the practice improves health outcomes, with one study showing that people who engaged in the arts had lower levels of mental distress and high levels of life satisfaction.
According to Advertising & Society Quarterly, the underrepresentation of older people in advertising is a global phenomenon. Some of the most common arguments for omitting seniors in advertising is that older people are less receptive to advertising, because they’re set in their purchase habits, and because you can appeal more broadly by using more youthful images. Another reason is the lack of research into older people at the effects of advertising on them. A new study, using evaluative measures to assess the impact of ads on people of different ages has shown that among participants who could name at least one association for a brand, age had no effect on the number of associations they were then able to recall. Any lack of recall of brand associations among older people was due to brands more often targeting younger, rather than any difference in how older people they process ads or cognitive decline.
The interesting bits from across the media landscape in the L7D...
This week Google revealed it won’t be deprecating third-party cookies as planned. Instead, Google is introducing a new experience in Chrome that lets users make an informed choice across their web browsing. At Hatched, we believe the industry shouldn’t throw away the good work done in developing a post-cookie strategy, as there has already been large shift away from reliance on third-party cookie strategies with deprecation taking place across other browsers and devices for many years. Those who embed their marketing strategies in this evolved way by using more first-party data will continue to be ahead of the curve.
A launch date for VOZ trading has been confirmed, with OzTam saying that the new currency will officially come into effect from the end of December. OzTam’s chief said that the industry partners agreed that the new year period marked the ideal window to launch a new currency, giving agencies and advertisers ample time to prepare for the new era of measurement. The change will enable trading on truly national, all-screen Total TV audiences and TV network annual rate negotiations for 2025 will be based on VOZ Total TV data for the first time. Oztam will run training to ensure a smooth transition to VOZ as a trading currency.
A spotlight on advertisers doing interesting creative things...