Media Future of Media World

Future of Media: Tesco manifesto, Barb's big step, and making a live ad


By John McCarthy | Opinion editor

December 2, 2021 | 5 min read

Welcome to The Drum’s weekly Future of Media briefing from media editor John McCarthy.


Future of Media: Tesco manifesto, Barb's big step, and making a live ad

Tesco Media Manifesto

Tesco released a fascinating new media offering that has the wider retail market scrambling. It says it rivals the reach of Facebook (savvy souls prefer frequency of reach these days my dudes) and has put together a proposition trying to connect the dots between Clubcard insights and new ad opportunities instore and on its site.

Will media agencies bite? Well, that’s the focus of my next article (don’t hesitate to share your views with me, but do it soon –

Barb’s Big Step

Barb has taken a big step into the future – or the now, I suppose. From November 30, advertisers could see the total viewing time spent on each of the major video services and identify patterns of ad viewing on the notorious data-shy platforms. As we know, TV is a broad house and needed to embrace the likes of TikTok, Twitch and YouTube, as well as SVODs such as Netflix, Amazon Prime Video and Disney+. Its means of measuring has a lot of caveats and hacks in it by the looks of things, but something’s better than nothing and I’d trust Barb’s router data over the numbers some of the SVODs are disclosing. Make up your own mind here.

Co-op’s Live Ad

Co-op released a live TV ad. I liked it a lot. Thought it was powerful. Laughed once or twice.

Lucky Generals’ (agency that made it) client lead David Mannall says the live idea “added a sense of importance and a bit of TV drama, which no TV ad can do”. I agree.

This only works if the public knew it was a live ad – do you reckon they noticed the difference? According to Co-Op's Ali Jones, the ad doubled Co-op’s net sentiment to +8 points, conversation levels were up 46% on average, and reach on both Facebook and Instagram was up 300% from average levels.

I don’t really know if those are the best ways to measure a live ad’s impact, but Lucky G seems happy enough.

We have a making-of on the site if you’re curious about this daring media effort.


Fendi (it’s a fashion brand) did a logo takeover of Times Square. It looks great, actually, but ad Twitter couldn’t agree whether it was (A) good, (B) efficient spend, or (C) actually creative.

I got some clever people to argue about that.

Read the last Future of Media briefing.

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