System1, Inc.
System1 Inc develops technology and data science to operate a responsive acquisition marketing platform. It serves customers in the areas of health and wellness, automotive, finance, travel, and entertainment. The company's segment includes Owned and Operated Advertising (O&O); and Partner Network. It generates maximum revenue from the Owned and Operated Advertising (O&O) segment. Geographically, it operates in United States and Other countries.www.system1.com
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Search complete. 32 mentions across 9 episodes found for "System1, Inc.".
Oct 20, 2026
Matt JonesHOST
Towards the end of the week, I got the chance to go to a session presented by Andrew Tindall.
Matt JonesHOST
He is one of the leaders at System1 who are experts in advertising effectiveness.
Matt JonesHOST
So it's a very interesting look at this business that usually sort of runs the rule on ads and sees what creativity is working there, but which is now looking at creators.
Matt JonesHOST
And there were a couple of very interesting things that Andrew had to say.
Paul ScottHOST
I do hold the shares personally, so do bear that, bear that in mind.
Paul ScottHOST
BBSN, they still can't get this, uh, hostile, um, bid approach for System1 over the line.
Paul ScottHOST
They're only up to 11.8% acceptances, plus the 28% Brave Bison already owns, so that's 39.7%.
Paul ScottHOST
It's not enough.
Paul ScottHOST
So Brave Bison have, uh, I think with the support of, uh, Lord Ashcroft, have, um, stood their ground and basically said, "No, um, we want to remain independent." Now, that's obviously hit Brave Bison shares a bit.
Paul ScottHOST
They're down 2% to 75p.
Paul ScottHOST
But I think there's an angle on this because Brave Bison already owns 28% of System1, and System1 shares have shot up from the level that they paid.
Paul ScottHOST
They bought them at only about, um, £2 I think, and I think they're up to about £3.50 or somewhere in that ballpark.
Omar OakesHOST
Thanks, he says, to small budgets, small campaigns, and small thinking.
Omar OakesHOST
But System1's chief growth officer, Andrew Tindall, thinks there may be a secret lever to unlocking better results for advertisers, one that he unearthed in a new global study aptly called The Secret to Profit and Trust: Audio.
Omar OakesHOST
It looked at 17 years of Effie and System1 data to show the catalytic effects of including audio in campaigns.
Omar OakesHOST
Les, Andrew, and I were joined by Andria Vidler, president of the Advertising Association and former CEO of Allwyn UK and the National Lottery.
Omar OakesHOST
With a wealth of experience across brands, agencies, and media owners, Andrea brings the view from the very top of business and marketing to the conversation.
Nathan PowellHOST
in which how you should be un- unpacking that.
Terri OwensGUEST
And one of my favs is a piece published by System1, so titled The Long and Short of It, so we'll link this in the episode description, but one of the really interesting findings was that creator advertising is incredibly effective at getting attention.
Terri OwensGUEST
Um, creator-led ads attracted significantly more attention than traditional brand advertising, but people were much less likely to correctly identify the brand behind them.
Terri OwensGUEST
So we're very good at remembering the person, we're not necessarily as good at remembering what they were talking about.
Jon EvansHOST
...
Jon EvansHOST
System1 database, and it looked at sound on versus sound off, right? And the difference that having the sound on, having audio made everywhere around the world, all campaigns-
Bridget EvansGUEST
Mm
Jon EvansHOST
... just lifted the emotional response.
Bridget EvansGUEST
Ah, interesting.
Jon EvansHOST
So like, you know, having, having audio lifts it.
Jon EvansHOST
And the, the funniest example is quite an old one now, but when I was at System1, we worked on a very traditional British suite called Werther's Original.
Bridget EvansGUEST
Okay.
Paul ScottHOST
Ignore me, uh, if you disagree.
Paul ScottHOST
Then we've got Brave Bison, which I hold personally, raising its offer for System1 again.
Paul ScottHOST
I won't go into the details there.
Paul ScottHOST
You can see that System1 shares are up 6%.
Paul ScottHOST
Now, profit warning of the day.
Paul ScottHOST
Unfortunately, bad luck to holders of Hostelworld.
Valerie MadonGUEST
We'll get better with it.
Ben GunnHOST
And okay, let's flip it around, and because creators don't automatically know what's best for the brand either, right? So we're, we are saying they are creators, but there's also a whole bunch of research out there from very respectable, highly regarded businesses like System1, Creative X, Kantar, more, that suggest that it could be a danger if you let creators who know their audience best take it, take too much of the brand strategy on.
Ben GunnHOST
And so, you know, I think there's still that tightrope to walk, right?
Nina DrakalovicGUEST
Essentially, yes.
Les BinetGUEST
absolutely, yeah.
Les BinetGUEST
But it's a slightly different approach in that my approach is very mathematical and much more focused on what ultimately drives the big long-term profitability of the company.
Les BinetGUEST
And don't say that to in any way diss what you're doing.
Les BinetGUEST
No.
8 MINS LATER
Les BinetGUEST
Anyway, I'll try and keep the thread here.
Les BinetGUEST
I keep it all about me because that's what this is supposed to be about.
Les BinetGUEST
So I joined this company, which was quite innovative in that it was the first company that had... found a way of uniting computer-generated, you know, word-processed text with computer-generated graphics in book publishing.
Les BinetGUEST
And so they've got these people who are techie people, this little trio of people, ex-publishing techie types.
Paul ScottGUEST
Mm.
Paul HillHOST
So what, what about with the Brave Bison top-up? Is it, 'cause other, so they've been sort of like, uh, stalking, haven't they, System1, and it looks as though they've been kicked into the touch.
Paul HillHOST
But they're, having said that, they go away smiling 'cause they've got a big stake in a more valuable business than when they first started.
Paul HillHOST
But, uh, what do you-
Paul ScottGUEST
Well, that's right.
Paul ScottGUEST
They, they only paid about £2 a share for it, so they're laughing whatever happens.
Paul ScottGUEST
So I think the fact that the market has sold off Brave Bison shares from around the 90p level to about a 70p level, those are just very rough numbers, that to me is a buying opportunity because I don't really care whether they get System1 or not.
Paul ScottGUEST
Um, and I think they're now into...