Category Archives: advertising

Creative Media Buying: uniting creative and data

Mad Men: Don DraperAs Mad Men’s Don Draper famously said: “Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car.

“It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”

But how should this billboard communicate this message? How should it look like and what should it say? By Tom Triscari, CEO at Yieldr.

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Can you shift from viewership to product trial using online videos?

SchikSchick, also known as Wilkinson Sword in the UK, wanted to engage young men online to remind them of the Titanium equity of its Schick Quattro razor and drive trials.

We knew that just aping existing commercials and focusing on product features might not create a strong emotional engagement that would prompt any action online.

We therefore dramatised the durability and strength of Titanium by asking our community of creators to show us an engaging, masculine, humorous or emotional moment when Titanium gives an unexpected edge by transforming an object in your life into a stronger and more durable Titanium version.

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Ensuring an outdoor serving of meat and two veg

CityLiveThis post is provided by our partner MediaCo Outdoor.

The CityLive Challenge is now in full swing. Two multi-disciplinary teams are pushing the creative and tech boundaries of what’s possible with digital Out-of-Home (DOOH), utilising our Manchester city centre screen network.

And a number of powerful endorsements of this initiative from leading agency figures in recent weeks provide all of us with a timely reminder.

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If the brain has changed, our game can’t remain the same

Pathway by David Mertl:FlickrAs ad agency innovator types, we keep coming up against a familiar pushback: ‘There’s no such thing as new human behaviours; it’s just old behaviours expressed in new ways through technology.’ This makes logical sense to me – there’s just one problem: deep down I no longer believe it. My disquiet has grown so much that I’ve pitched to speak at SXSW – March’s giant tech/innovation conference – to try to get closer to the bottom of this. (Enlisting some friendly neighbourhood neuroscientists. As you do.)

But before boldly going forward, let’s step back – concern over technology twisting our melons (man) is nothing new. Socrates no less cites Ancient Egyptian King Thamus, remarking on the introduction of writing: “This invention will produce forgetfulness in those using it, because they will not practise their memory.” Read More »

UK agencies no longer afraid of going native

nativeThe UK, somewhat surprisingly given the fact that it tends to follow the US lead for most things digital, has been slow to take up native advertising. However, this all began to change in the latter half of 2013 and the UK native market has continued to grow in scale throughout this year.

The key driver behind this growth, unsurprisingly, is the continued ineffectiveness of display advertising; it doesn’t work on mobile devices, it’s intrusive and it often antagonises the audience. However, UK agency attitudes to native advertising have been difficult to gauge – so we thought it was time to shine some light onto what they really thought; and more importantly, what they plan to do with native in the future.  Read More »

Mobile signals the end for banner ads – so what’s next?

Mobile dataBanner ads. They have been a staple of online advertising for the best part of two decades. But when delegates at numerous conferences are told they’re more likely to climb Everest or survive a plane crash than click on a banner ad, it’s clear this advertising format has had its day.

Banner click through rates have been steadily declining over the past few years, reaching a current low of around 0.1%. Banner ads are often ignored and are unsuitable for mobile due to its small screen size. This, and the high incidence of accidental touch-screen clicks that negatively impact campaign measurement and increase costs, are encouraging marketers to seek alternative options.

Engaging ad formats are imperative when targeting the multi-tasking millennial generation who use multiple connected devices at the same time. So what is the next step for advertisers looking to move on from the age of the banner and engage today’s mobile dependent, highly distracted consumer? Read More »

Oxford English Dictionary adds 10 ad tech words

Dictionaries by mrpolyonymous FlickrYou know when the industry you work in is making an impact on the wider consumer world when you hear that the vocabulary you and your peers use at work every day has been acknowledged by the Oxford English Dictionary.

Last week a series of ad tech related words and phrases made the big league. ‘Sentiment analysis’, ‘second screen’, ‘responsive’ and ‘clickbait’ were included in the OxfordDictionary.com’s yearly announcement of new official words. For me, this highlights the fact that as business and technology evolve consumers are becoming evermore ‘tech-savvy’, which is great. Read More »

Turning car brands into screen icons

cinema by Humberto Marum on FlickrHonda’s recent move to develop its own YouTube channel reflects a growing trend amongst brands to develop their own content, and was borne out of a desire to move beyond traditional advertising. While the decision to develop rich, bespoke content should be roundly applauded, perhaps there are additional formats to showcase such content and maximise Honda’s efforts.

According to the FAME (Film Audience Measurement Evaluation) study, which delves into the demographic make-up of UK cinemagoers, young professionals are the core target audience for car brands. Tellingly, when these findings are coupled with research from the freshly published 2014 BFI Yearly Statistical Yearbook – which disclosed that the sought-after target market of younger audiences are the most avid cinemagoers, making up 47% of admissions in 2013 – it makes  a compelling argument for cinema advertising. Read More »

M&A is when leadership matters most

For sale by thinkpanama FlickrTrade sales are back in the news with Karmarama’s acquisition of mobile app agency Nice: the latest example of a larger group buying a dynamic independent.

Some acquisitions are unquestionably great decisions: breathing new life into a failing agency, filling an important gap in a group’s portfolio or allowing a small business to grow faster internationally. But once the excitement of the sale is a distant memory, the deal often doesn’t turn out to be what everyone hoped for. Read More »

Do Facebook likes still matter?

Organic reach on Facebook is declining.FacebooklikePoster

It’s been the discussion point for marketers using social media since the beginning of the year and by now you’re probably familiar with the issue.

If you’re not, here’s a quick catch-up for you: organic reach on Facebook (the number of people who see your content with no advertising) has dropped to just 6%. That means of those 10,000 Facebook fans on your page that you’ve spent all this time collecting, only 600 of them on average will see what you post. To reach the rest of them, you’ll need to advertise and promote your content. Facebook organic reach is expected to fall further and many analysts are predicting it will be almost zero by the end of the year. This means no one will see your content unless you pay to promote it.

To me, this raises a big question… Read More »