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.
Posts Categorized: Paid content
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.
How attached are you to Facebook? Do you really need your Twitter account? Would its absence from your life leave such a gaping hole you pay cold hard cash to keep it safe? As social media sites look for ways to make a profit we users find ourselves stuck between a panicky rock and an indifferent hard place. Advertisers target our personal information and profiles. Mark yourself as single and suddenly dating sites are everywhere, write ‘Drunk on whisky, lol’ and a famous grouse follows you. It’s draining, loud and depressing.
A startup company called SocialSafe carried out a survey asking 5,000 internet users what social media sites they used and how they felt about their personal information being sold to advertisers –information sold on by our friends Facebook and Twitter.
If you are under the age of 18, you have probably never bought a CD, sent a letter in the post or rented a DVD. Why would you? Technology has made these things almost obsolete. Generation Z (broadly anyone born post 2000) have been lucky in their avoidance of a number of tasks that in hindsight were a real waste of time for us oldies. Venturing out on a cold Sunday evening to fetch a DVD from Blockbusters looks positively archaic in 2014. As well as saving us time, technical innovation has saved us money. With power continuing to shift from business to individual, barriers to entry are eroded and the true marginal cost of a product has been exposed in an increasing number of categories.
A great example of this is WhatsApp, probably the hottest thing in technology at the moment and with good reason. Read more on How do businesses sell to ‘Generation Free’?…
Brand Viral Trends:
The count down to Christmas is already under way and the flood of festive advertising has begun. This week’s viral chart is filled full of seasonal campaigns, but unsurprisingly, John Lewis has once again stolen the limelight with another heart warming Christmas gem.
Following the success of The Journey, the retail giant teamed up with Adam & Eve DDB to create a beautifully animated ad that harks back to the nostalgia of Disney classics, ticking all the boxes guaranteed to get the emotions flowing. Read more on John Lewis steals the Christmas advertising crown (again)…
2012 was the year that saw content marketing truly come into its own. Brands started to take notice; publishing blogs, news, webinars, infographics and creating educational, responsive websites. They began combining owned media (websites, social media accounts and content platforms, like blogs) with paid media (advertising of all kinds, sponsorships).
In short, brands discovered the power of content – in all its forms.
What’s left for 2013, then? This is the year wherein brands’ owned and paid media strategies will take a back step; making way for the big daddy – earned media. Read more on Will 2013 be the year of earned media for brands?…
The Financial Times, having spent the vast majority of the last 124 years as a printed business newspaper, will soon mainly be consumed on smartphones and tablets, according to digital leader Rob Grimshaw.
The managing director of FT.com called the shift to mobile “bigger in magnitude than the switch from print to desktop”, and added that the pace of change in consumption habits is happening faster. Read more on FT expected to be primarily a digital mobile product by 2016…
To help make sense of the second instalment of the NRS PADD findings for the period July 2011 to June 2012, and to analyse the impact for UK advertisers, media agency UM has created a great infographic
The success of Mail Online’s lean digital operation, based primarily in the UK and US, could yet prove to be an industry inflection point.
Tumblr founder and CEO David Karp has announced that his blogging platform will start to build in paid for advertising from May 2nd, despite him telling the Los Angeles Times that “we’re pretty opposed to advertising. It really turns our stomachs,” back in 2010.
Dressed in the CEO uniform of hoody and jeans, he told the AdAge conference in New York that “you’ve already seen our ad unit” – the Radar section of the dashboard, which currently highlights popular posts, and gives 120 million impressions a day. Karp also admitted that he had been “an idiot” for for his previous comments on advertising.