Most read: J2O's Instagram ad with Millie Mackintosh doing yoga banned
Well, how's this for timing? The day after we publish on The Wall, an Instagram video featuring Made In Chelsea's Millie Mackintosh (not a vlogger, admittedly) doing yoga , the Britvic Soft Drinks brand (okay, from J2O's perspective we were way too late).
±±¾©Èü³µpk10's Omar Oakes reports the Advertising Standards Authority received one complaint from a member of the public, who challenged whether the video was obviously able to be seen as an ad.
When contacted by the ASA, Britvic Soft Drinks said the ad was one of a series Mackintosh posted as part of a commercial endorsement for J2O.
They said it was identifiable as an ad because the video’s end frame was branded, included the product name, and showed the campaign hashtag #BlendRecommends prominently.
But the ASA said consumers need to be aware that they are viewing marketing content prior to watching it.
This ad was not obviously an ad to the viewer, the regulator said, because the branded shot appeared at the end of the video.
Read on for .
And in other ASA news, .
VoD: Channel 4 launches video programmatic exchange
At the Channel 4 upfronts event today the broadcaster announced it is , ±±¾©Èü³µpk10's Gideon Spanier writes.
The state-owned broadcaster said its ad exchange will let advertisers buy audiences on its video on demand service, All 4, by demographic across every device and platform, including connected TVs.
Sales director Jonathan Allan said programmatic trading could double to 30% of Channel 4's digital sales in 2016.
Research by MTM and ComScore for Channel 4 showed programmatic campaigns were 72% more efficient and resulted in a 24% increase in ad recognition.
Read on for .
Story time: Get reading for Sainsbury's storytellers Christmas campaign
Here comes phase two of Mog's plan for Christmas domination. Marketing's Shona Ghosh reports , the new story penned by Judith Kerr for the retailer's Christmas ad and available in Sainsbury's for £3.
The digital campaign, called ‘The Storytellers’, focuses on the power of reading and is designed to raise money for Save the Children’s literacy work. All profits from book sales and sales of its £10 Mog soft toy will be donated to the charity.
Sainsbury’s will eventually weave together the best storytelling clips into a single film about Mog’s Christmas Calamity.
Tesco: What's social media saying?
Tesco's struggles have been well documented, but how has it effected the public's perception of the brand? and finds that things aren't looking too bad.
It found that despite the discrepancies, over half of conversations mentioning Tesco have been positive. 54% of the staggering 820,865 online conversations over the past six months involving the brand were positive. Although fairly evenly split, it is interesting to see that by shaking up the senior board, amending its advertising and revitalising its marketing tactics, Tesco seem to have proactively addressed the issues, it was facing this time last year.
And Tesco is coming off its best month on social this year, with its Halloween Spooktacular prank getting 97% positive mentions on the day the video was released.
DOOH: New Yorkers cannot escape the fact that others are having a better time than they are
Pity the poor New Yorker. ±±¾©Èü³µpk10 US's Zanub Saeed reports on of an Instagram collective on 76 digital billboards in NYC.
Royal Caribbean’s first Periscope promotion, a seven-day push that began last Friday, is part of the new 'Come Seek' brand campaign from MullenLowe introduced last month.
The agency collaborated with social media influencers High on Life and Dan Moore to create the social media effort to show that cruise life is about more than just sitting out in the sun.
It took the agency and Royal Caribbean eight weeks to work out the logistics of streaming the videos from the Caribbean locations. The influencers, assisted by production company Tool and director Ben Trickleback, are shooting the clips on the islands of Puerto Rico, Martinique, Barbados and St. Martin, as well as on board Royal Caribbean’s new "Anthem of the Sea" ship.
The full-length video segments, which are being captured on board and around the islands in lengths ranging from 8 to 40 minutes, are being streamed live on Periscope in their entirely.
The agency team is then cutting the clips down to 20 minutes in length for re-broadcast ten minutes later on the New York City outdoor boards.
MullenLowe’s media arm, Mediahub planned and placed the streaming billboards. Two new videos are being released each day. Watch them on the , or , including negotiating with the MTA (imagine TfL, but grumpier).
Compiled by Jonathan Shannon
Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us #1805