Category Archives: Technology

Is there a future for television branding?

BBC2When Lambie-Nairn was developing the infamous “2″ identity for BBC Two in the 1990s, little did it know that it was inventing a whole new way of branding television channels. 

Following this groundbreaking work, the agency went on to create the equally pioneering Channel 4 identity in the ’80s, which in turn gave birth to a million look-alike 3D computer-generated channel logos flying around the screen. This was another game changer. Read More »

How big data and personalisation will make the future of brand communications U-shaped

PersonalisationAs brands and brand marketers look to gain an edge on each other by engendering a meaningful, two-way dialogue with consumers, there can be no doubt that mass digitalisation, big data and personalisation are drivers for significant change. Brand marketers are striving to innovate at any available opportunity leading to a scenario where data scientists are desperately extracting insights and channelling them into mass market, personalised digital communications.

With this in mind, it is essential for marketers to spot the impact of digitalisation on the landscape of brand communications and set a long-term strategy for its implementation. With big data still in its relative infancy and personalisation often interpreted as a crude method of marketing, inspiration can be drawn from other industries where the mass adoption of digital has had a polarising effect. Read More »

Vine’s private messaging – what does it mean for marketers and brands?

Vine messagingVine have announced that it will be competing with the likes of Snapchat and Instagram as it unveiled the platform’s new private messaging functionality, which allows users to send a looping six-second Vine to anyone in their address book – even if they aren’t on Vine.

The announcement was made on the Vine Blog, acknowledging the need for the platform to evolve. Read More »

How vertical networks are changing social media

Ladder Juan JilbeWhile our personal lives and social existence seem irreversibly entwined to Facebook, users have largely resisted the temptation to share the details of their professional lives on the network. In some cases, we’ve put off “friending” colleagues or turn up the security settings before applying for a new job, lest an embarrassing photo presents itself to a recruiter or potential colleague.

LinkedIn capitalised on Facebook’s personal-life focus, providing a counterpoint for users’ professional personas. Here, the same user that has a thriving Facebook account has built a brand new, career-orientated profile for their work lives. Separation has been the name of the game. Now, a new breed of social network is emerging that’s prompting users to rethink the traditional online persona. Read More »

Can video ads give your brand a sporting chance?

superbowllogo2012Major sporting events draw massive TV audiences and, in turn, substantial advertising revenue. During the 2014 Super Bowl a 30 second TV advert cost $4m – illustrating the value of this specific ad space. Brand competition for this year was fierce and with 164 million viewers tuning in to watch the Super Bowl, it seemed to be the case that the mass exposure justified this enormous investment.

However, due to a shift in viewing habits, TV ads are no longer the only way to advertise during the many highlights of the sporting calendar. These events now present huge one-off opportunities for brands to reach and engage their audiences on mobile devices and connected TVs – technologies that lend themselves naturally to video advertising. Read More »

Five keys to sequential storytelling for marketers

ScreensFor a growing number of consumers, accessing digital content from a single smart device is increasingly unsatisfying. Limited by screen size, resolution, and battery life, individuals use multiple devices throughout a typical day and multi-device use in and out of the home is quickly becoming the norm.

Around two thirds of consumers (66%) use another device simultaneously while watching TV – typically a smartphone (25%) or a laptop (20%) or a tablet (11%) – and this use of mobile devices has doubled the amount of time spent online. There are also differences in the way consumers use each type of device – the most important role for tablets and smartphones is research, with most reverting to desktop PCs and laptops to take advantage of the larger screen when making a purchase. Read More »

The rise of Russian ad tech and what it means for the West

St Basils by Kwong Yee ChanDespite recent political events, the Russian tech sector remains buoyant and optimistic about the future. A quick glance at the statistics underpinning the sector shows why. The latest estimates put the number of Russians online at 66 million, with growth expected to continue by around 15-20% year-on-year until 2018.

This expansion is reflected in investor sentiment, according to RusBase, in December e-commerce businesses VC deals, grew by 33%. This was closely followed by software, multimedia and games, which all grew at 22%. The fintech and ad tech sector also saw substantial growth at 12%. Read More »

How should businesses tackle the digital skills shortage?

Words relating to digital mediaThe shortage of digital marketing skills in UK businesses, and the struggle to recruit and retain talented candidates, has been causing well-deserved panic in UK businesses over the past few years.

There have been many studies revealing that the demand for digital skills in UK businesses is increasing at a significant rate, however the number of under-graduates who have ambitions to work in the digital industry is not keeping up with demand. Many companies have been forced to either seek out highly-trained recruits from other countries to plug holes in their workforce, or to constrain the pace at which they grow. In some cases, businesses are forced to outsource to advertising agencies, who themselves are understaffed and under skilled. Read More »

Nokia and Centrefold: an unlikely coupling?

Centrefold Nokia LumiaIn this day and age, the union of cutting-edge digital technology with a large-format photojournalism print product shouldn’t work. But in the case of Nokia and Centrefold it absolutely did.

Andrew Hobbs is the founder and editor of poster-sized publication Centrefold, which showcases established and emerging artists in the fashion, art and design industries. He approached Nokia about collaborating on its 10th anniversary issue last year. The result was nine international photographers commissioned to shoot a complete issue of the magazine, cover to cover, exclusively on the Nokia Lumia 1020, which has a 41 megapixel camera, to the theme of ‘beyond’. Read More »

Myth busters: marketing automation

Tips for Public Relations professionals dealing with technology journalistsMyth (noun). a widely held but false belief or idea.

When it comes to technology, myths can easily arise due to a lack of knowledge and understanding around a product or piece of software. The danger is that marketers, eager to get the most of the exciting new technologies on offer, end up placing a lot of faith in these misconceptions. Read More »