Throughout 2013, I have written a lot about how the rise of smartphones has transformed train travel into a rich opportunity for commuters to steal a march on themselves and power through their ‘life laundry’ – getting everyday admin out of the way in order to free up time at work and at home for more of what they need and want to do.
Category Archives: advertising
Top trending viral ad campaigns:
Airport travel can be a pain in the ass at the best of times, but the winter holiday season is notorious for over crowded terminals, delayed flights and weather related cancelations. Well this year, West Jet set out to put the festive fun back into flying for one lucky bunch of travellers!
In this age of big data, the need to communicate complex information quickly, persuasively and accurately is greater than ever. As I discussed in a column for Wired, the days when insights professionals, particularly market researchers, could send their best clients a pile of data tables and a few pages of bullet points are long gone.
To strengthen their storytelling skills, market research agencies are experimenting with different approaches. Some are even hiring creative writers, artists or actors to train their teams to cull and communicate engaging stories from data. These agencies don’t necessarily have to look far to find people with such non-traditional skills either – they can be right under their noses. For instance, actors Kathy Bates and Nathan Lane (pictured) both worked as telephone interviewers for a market research agency early in their respective careers, when plumb roles were hard to come by. Read More
The annual Christmas TV commercial is an important point in the calendar year for advertisers and consumers alike, but will we ever see the day where one of the big retail brands bypass TV all together and launch their Christmas campaign purely online? Paps Shaikh, European GM, Say Media explores the pros and cons around whether it’s possible to create a new tradition in the digital space.
Christmas; It’s an expensive time of year for brands and a lot of time and effort goes into creating a spectacular television commercial (TVC). And it’s no surprise. Not only is it an important point in the calendar year for advertisers, but also for consumers. Each year, they will eagerly wait for that moment when the infamous Coca-Cola truck makes its way across their TV screen, a signal that “holidays are coming”.
Cyber Monday has been and gone. Early indications will have begun to reveal its winners and losers - retailers and marketers will either be popping champagne corks or looking at what they could have done better to engage customers during this critical sales high in the year. Barclaycard said an average of £312,500 was being spent online every minute on Monday 2nd December, with Amazon UK claiming Monday was its busiest day ever, with 47 orders placed per second throughout the day. So it’s no wonder companies time their marketing so carefully around it. Read More
What makes a classic campaign? Style, substance, humour…?
Over the last few decades there have been some brilliant campaigns to capture the hearts and minds of the nation. However all too quickly they become dated. What was ‘innovative’ last year is old hat the next and marketers are constantly looking for new techniques and channels to set their brand activity apart.
Although there are plenty more channels to communicate a brand’s message these days, it’s the timeless spark of an idea that ignites the imagination. A spark that eventually elevates the campaign to gold standard status, and becomes mentioned in boardroom meetings the world over. Read More
Ad fraud is set to be one of the major issues facing advertisers in 2014. There’s been a lot of scaremongering in tech media around ad-fraud, illegitimate traffic, bot-fraud and non-human traffic. For those not familiar with the topic, sophisticated schemes have been created and executed to generate large volumes of non-human or “fake” traffic and clicks from websites which in turn generates fraudulent ad views and revenue for these websites and organisations, while brands are left paying for it.
Estimated amounts lost to ad fraud range from millions to billions of pounds in ad spend and the perpetrators range from organised criminals to large online publishers trying to bolster site traffic.
Officially, this year’s Eurobest theme was creative bravery. But for me, the overriding theme at last week’s event was risk-taking. As head of innovation, it’s a theme that is very close to my heart; by definition, innovation is about finding new and better ways to solve problems – and ‘new’ generally infers an element of risk.
People are creatures of habit, and marketers are no exception. We don’t like change which makes us naturally risk-averse. Yet the sessions at Eurobest highlighted beyond doubt that one of the roles of innovation, and more widely the role of agency professionals, is to overcome this natural aversion in pursuit of all that is better.
The lead up to the Christmas season and subsequent January sales period is traditionally a time when brands look for deep engagement with family audiences. But gaining cut through against so many other products fighting for the same attention can be a huge struggle.
Entertainment has always been the biggest vehicle through which brands have strived to reach this target audience. And within that, TV has, until recently, ruled supreme, providing a mass audience and a wide range of targeted content – whether that be sport, soaps, drama, kids entertainment etc.
Top trending viral ad campaigns:
According to a recent viral video announcement that went live at the weekend, soon you’ll be able to order a parcel from Amazon and get it delivered to your door within 30 minutes via a flying robot! I know, sounds like something out of a sci-fi film right?