Doug Whelpdale

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Articles

Creativity might really be the new targeting...for now

2 months ago | mediacat.uk | James Swift |Svilena Keane |Doug Whelpdale |Eaon Pritchard

In the past week or so, two people have told me unprompted that ‘creativity is the new targeting’. I dismissed it the first time. I’d seen Meta use the slogan in an advertorial for its AI ad products, and I didn’t want to look like a rube by giving editorial space to a message that a platform is paying* to put in front of brands and agencies. After the second time, however, I started asking around, and it turns out that this mantra is fast becoming accepted practice within the industry.
'What’s occurring?' Audience analysis as pass the parcel

2 months ago | mediacat.uk | Doug Whelpdale |James Swift |Svilena Keane |Eaon Pritchard

Gavin and Stacey character Nessa’s catchphrase could easily be the title of this series of articles. What’s occurring in the world of TV viewing? Everything is changing, but it’s also not. And the speed at which that change is happening is uneven. Our friends from Wales, Essex and even Korea, can help us understand why we should look beyond audiences achieved overnight and over seven days. Most headline viewing figures have been well covered from the Christmas period.
Tom Gent on creating standout multi-platform video content

Nov 27, 2024 | mediacatmagazine.co.uk | Ed Cox |Doug Whelpdale |Thomas Kolster |Harry Kinnear

MediaCat Magazine Podcast Tom Gent on creating standout multi-platform video content 00:00 / 47m Apple Podcasts Podchaser Spotify TuneIn YouTube Download file | Play in new window | Duration: 47m | For this podcast MediaCat‘s Opinions Editor, Mike Piggott, spoke to Tom Gent, founder and Head of Creative at award-winning content agency, Founder Creative. With a career spanning two decades in the media and entertainment industries, Tom has done a lot. He’s worked for the BBC on a plethora of...
Christmas viewing shows audience fragmentation

Nov 26, 2024 | mediacatmagazine.co.uk | Doug Whelpdale |Alex Brownsell |Adam Boucid |Andy Jones

With any luck Christmas Day heralds a hearty meal with friends and/or family, but then what? For a great many people, the answer is to watch television. As with any occasion where large numbers of people might watch together, we are interested to know just what they will watch. Is it perennial favourites? Or is the nation switching over to newer options from pure-play VOD or video-sharing services?
Future of Media: Key takeaways

Oct 18, 2024 | mediacatmagazine.co.uk | Doug Whelpdale |Justin Thomas

MediaCat Magazine Podcast Future of Media: Key takeaways 00:00 / 16:22 Apple Podcasts Podchaser Spotify TuneIn YouTube Download file | Play in new window | Duration: 16:22 | On this week’s episode, MediaCat’s Head of Content and Partnerships Selin Ozkan and Content and Social Media Editor Svilena Keane take over the MediaCat Magazine Podcast to discuss Future of Media, Adwanted’s annual conference looking into the future of commercial media. Selin and Svilena give an overview of the event,...
Unpacking the unknown: breaking out silence on a TV set

Oct 16, 2024 | mediacatmagazine.co.uk | Doug Whelpdale |Joel Stein |Adam Boucid |Andy Jones

There are known knowns, known unknowns and unknown unknowns. Donald Rumsfeld famously discussed known unknowns when talking about US national security, but the same can be said about TV viewing. Some things are known — a peak of 2m watched the closing ceremony of the Paralympics on Channel 4 capping a wonderful Games from Paris. Then there are known unknowns — YouTube achieved a peak TV set audience of 1.8m on the same day.
YouTube is big, but context is key

Oct 2, 2024 | mediacatmagazine.co.uk | Doug Whelpdale |Natasha Randhawa |Michael Chadwick |Richard Shotton

YouTube is impressive in scale — across 4-screens it was 17.4% of Total Identified Viewing in August this year. Only behind all BBC linear channels and BBC iPlayer combined at 22.7%. The picture is different if we restrict to TV screens where YouTube’s share drops to 8.9%, but this scale is one reason why Barb have measured YouTube since late 2021, and why it is important to remind ourselves what Barb data can tell the industry about YouTube audiences.
BBC, ITV, CTV, IP, streaming free or pay a fee? To viewers it’s all TV

Aug 21, 2024 | performancemarketingworld.com | Doug Whelpdale

Doug Whelpdale, Head of Insight at Barb, charts the fragmented (and ill-defined) TV set landscape in the UK, and how a summer of sporting spectacle has hinted at future viewing trends. With apologies to Billy Joel – we didn’t start the fire, but as the world keeps turning broadcast TV is far from burning. A recent post from Thinkbox’s Matt Hill contained a startling fact from Kelly Williams at ITV.
Shocking ignorance over class definitions is holding our sector back

May 7, 2024 | the-media-leader.com | Doug Whelpdale

We must bridge the SEG knowledge gap to ensure our strategies are built on a solid understanding of audiences and create robust and trusted trading systems to support this. I recently had the opportunity to participate in a panel session titled “Mirror on Class and Social Grade”, which shed light on crucial insights in our industry around class and the way we use and define it. The discussion centred on a recent piece of research conducted by Republic of Media and Channel 4.