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BLOG: The STV Growth Fund – innovative support for business and entrepreneurs

Date: Thursday, June 6, 2019 Date: Thursday, June 6, 2019 Time: 07:45 - 09:15 Location: Gusto, 16 Bothwell St, Glasgow G2 6NU

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BLOG: The STV Growth Fund – innovative support for business and entrepreneurs

Scotland’s largest marketing platform, STV, has launched an innovative support initiative for Scottish businesses, particularly SMEs, to encourage entrepreneurship and business growth.

We welcomed STV MD of Broadcasting Bobby Hain back to the breakfast along with Danielle Kelly, Director of Strategic Partnerships to introduce the Fund at our June breakfast.

The STV Growth Fund is a £10m fund which enables the next generation of Scottish businesses to access television advertising, often for the first time. Since launch in mid-2018, over £4m has been allocated to Scottish businesses to enhance their marketing campaigns.

Bobby put the fund in context alongside TV broadcasting. STV has seen the highest percentage growth in viewing figures across the ITV network in recent years with an emphasis in using original, local content, which they believe is more attractive for local business advertising.

It’s traditionally been perceived that getting your brand in front of TV audiences is only available to those established businesses with vast budgets… unless you want your advert aired during a repeat at 3am in the morning! “This is certainly NOT the case anymore” explained Danielle, who is responsible for introducing businesses to the fund. All you have to be is a Scottish registered business to access the fund, which comes with three options:

  • Match funding
  • Revenue share
  • Media for equity

Together Bobby and Danielle talked the breakfast audience through the options in detail, demonstrated through video case studies.

The fund has been well received which maybe helped by the analysis and research STV have undertaken in order to successfully match advertisers with their audiences. There were many Scotland wide stats on screen to explain when and where different demographics were watching and engaging with STV via live TV, online and the STV player and podcasts.

Post advertising analysis has also shown a spike in sales for advertisers who have benefitted from the fund.

It was very useful to see the fund working for new and small businesses and how STV have captured the attention of business in a different way.

It’s always enjoyable to hear from STV and how they innovate within the digital entertainment platform. The audience also used the Q&A to find out more about how they could get involved. FIND OUT MORE stvgrowthfund.tv

The Breakfast is having a wee summer holiday and will be back on 5th September with a new autumn programme – details to follow. In the meantime we’d like to wish everyone a ‘warm’ and relaxing summer…wherever you go!

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