Nielsen has released a report (using a video involving a Mexican wrestler from American brand Jarritos) showing that if you click on a video because you thought it looked interesting, then there’s a high probability that you’ll think positively about the brand that made the clip. But if the ad simply showed up as a 15- or 30-second pre-roll ad before a video you were waiting to watch — that is, you didn’t have any choice but to see it — the ad was only marginally more effective than if you’d watched no ad at all.
Author Archives: Chris Quigley
Social media and the prevalence of smart phones has led to the explosion of content creation. Mobile content consumption has subsequently rocketed over the last 12 months, with mobile traffic growing seven times quicker than desktop growth, up to 30.2 million uniques in 2014 [Ofcom August 2014].
The types of content have also evolved into different formats, supported by an ever-growing number of platforms; for example, short form video with Vine; long form video with YouTube and Vimeo; short form text with Twitter and long form text with medium.
With mobile traffic growing seven times quicker than desktop growth, up to 30.2 million uniques in 2014 (according to Ofcom), the role of the *feed* has become core to people’s everyday content consumption.
Sharethrough has put together an infographic to give context to the *rise of the feed*, digging into the history of the feed from Digg’s front page format in 2004, through Twitter and Facebook’s focus on the feed from 2006 onwards, punctuated throughout by the adoption of the smartphone.
Despite fine efforts from viral big-hitters Adidas and Old Spice to capitalise on the World Cup final, this week’s branded chart is topped by a 10 second clip created by German radio station Bayern 3.
Released within minutes of the tournament’s finale, the image of a mighty German stein smashing a Brazilian cocktail has clearly resonated with fans and the video has just topped 15 million views. It’s great to see a simple but perfectly timed idea beating bigger budgets to the top spot, and hopefully it’ll be the last time we hear those samba jingles. Until 2016 at least…
Read more on Viral chart: World Cup highs and lows, a hedgehog’s birthday and undressing with strangers…
Whether it is paying homage to soldiers fighting in Iraq or a stand against the damaging effects of a fuel company, this week has brought a high standard that has played on our heartstrings.
Read more on Viral chart: Proud whoppers, celebrity impressions and Greenpeace takes on Lego…
The campaign highlights the common phrase of doing something “like a girl” – throwing, running, fighting, etc – and how this is often used as a derogatory way to insult people.
So in a break from football based campaigns this week’s top trending video has been First Moon Party by HelloFlo, who you may remember from last year’s viral hit The Camp Gyno where one girl becomes the group counsellor after being the first to get her “red badge of honour”.
Thankfully, the huge influx of footie ads has relaxed a touch now that the World Cup has actually kicked off.
Last weeks brand chart was stuffed to the brim with footie stars and balls flying everywhere, but this week we’ve got a bit of a break with Father’s Day related campaigns and water sports that are of a sci-fi standard.
Sure, Samsung has dragged out their next enthralling instalment of aliens Vs Galaxy 11 and Pepsi Max have brought out an Unbelievable football match with teams of free runners and an inflatable pitch, but it feels good to see a chart that isn’t completely dominated with all things foot and ball.
Native-social ads – ads that are integrated into the social stream, matching both the ad format and function of the user experience – are proving to be hugely effective, and are receiving a remarkable level of engagement from end users. Read more on Instagram and the native ad movement…