Category Archives: Video

Viewability in focus – a workable model

Magnifying glass by Theen Moy:FlickrThe topic of viewability shouldn’t be a new one to most digital advertisers – after all, what could be more essential than ensuring that a consumer had the opportunity to actually view an ad – but this week’s announcement by the IAB of viewability standards for display advertising is a major step forward for the industry.

Measurability has long been cited as one of the key strengths of digital advertising, but until recently, technology has been unable or unreliable in helping advertisers understand if their ads are actually seen. Multiple factors impact ad viewability – from ad unit positioning, to page load times, to outright fraudulent practices – and the industry has come a long way in terms of providing more transparency and accountability around impressions. Read More »

Charity campaigns that made us think this week

ShareForDogsThere’s a growing whiff of social activism in the air and it’s coming from the third sector. Charities from across the globe have shown creative and thought-provoking thinking this week – and in some very different ways.

Let’s start with the light and fluffy – it is Friday, after all. New Zealand creative agency Colenso BBDO has identified a self-coined ‘slacktivism’ trend when it comes to charitable causes, referring to people who believe sharing a link or liking a post on social media will have real world impact. 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 »

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 »

The best bits from Advertising Week Europe

IdrisAll this week our LIVE@AdvertisingWeek blog has brought you the best news, views, videos, pictures, tweets, interviews and behind-the-scenes gossip from the four-day event. As our teams try to stop their heads from spinning, The Wall brings you a best of the best bits curation from all the daily highlights. Read More »

Most viral April Fools videos of 2014

Screen Shot 2014-04-03 at 10.27.48April Fools is a great time for companies to get a bit playful with their advertising. It’s the one day of the year when brands are free to indulge in a spot of no-holds-barred creative marketing and it’s always fun reading about the various new mad-cap product lines that hit the market on April 1st.

As expected, Tuesday was no exception…
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Pepsi pranks travellers with terrifying bus shelter shocker

PepsiWe’ve seen a spate of bus shelter advertising stunts going viral in the Brand Chart of late: from Photoshop’s Street Retouch Prank last year, to more recent campaigns from the likes of Norwegian charity, SOS Children’s Villages and Duracell’s Moments Of Warmth, which turned a bus shelter into a human powered battery to keep travellers warm. Now it looks like Pepsi Max is the latest brand to use a public transport waiting-stop to target unsuspecting passers by. Read More »

Seven myths about branded video content

Evian Baby and MeThe top three branded ads of 2013 were shared 11.6m times. That is 11.6m people clicking on a button to tell a friend about a piece of marketing from a company. It is the sort of active engagement that brand wonders dream of and so it is little wonder that 70% of marketers now use video as part of their online marketing mix.

The numbers are compelling. Originally a text medium, the internet is becoming increasingly video-based: currently 50% of internet traffic is video, and according to a January 2014 Cisco report by 2017 that figure will have reached 69%. Read More »

Through the looking glass: The lessons of Gravity

Gravity“Lowry … stood across the road from his subjects and observed. Often enough there are a number of individuals in a crowd peering back at him. They invite us momentarily into their world, like characters on a stage sometimes do, breaking the fourth-wall illusion.”

‘Sir Ian McKellen: My lifelong passion for LS Lowry’ (The Telegraph, 21 April 2011)

Breaking the fourth wall is always a bold decision. To explicitly acknowledge the audience is to deliberately break the illusion, an act as liable to pull an audience out of the moment as draw them conspiratorially in. Read More »