It has often been said in filmic terms that if a story can't be told in 90 minutes than it's not worth telling. Try telling that to The Godfather.
However this certainly rings true on some level, especially in advertising where you're engaging with a customer or selling a product rather than telling a sprawling, expansive story of gun violence and enemy disposal.
Who does benefit from the longer format? For a customer it's good to keep things brief, nobody needs to sit through another colossal Thomson marathon, but conversely six second Vines may seem too short for the purpose.
Six seconds may be the prime length for our fleeting attention spans, but for marketing, this truncated length can be too much of a handicap to get a brand message across.
Perhaps, for this reason, the 15 second Instagram video is a far more effective method and may explain why there was a dip in Vine usage during its launch period. Let’s investigate…
Marketers everywhere (or those using Tumblr at least) can finally rejoice. Today, Tumblr and Union Metrics, Tumblr's preferred analytics provider, has announced the first ever analytics platform for Tumblr.
Tumblr hosts 75 million blogs and users create more than 70 million new posts each day. Over the past 6 months, marketers have been able to pay for advertising by either pinning a post to follower's feeds or be featured in Radar on the right hand side of user's Tumblr dashboard. Success comes for brands if their content is good and suited for Tumblr - which includes great images and imaginative animated gifs.
Unfortunately all they know is how many times their post has been reblogged but not how many times it has been seen or reblogged off their reblog.
Nike managed to outperform official Olympic sponsor Adidas on social media during the Games, generating more tweets and pulling in more new Facebook fans.
However Adidas had the last laugh, as it achieved a much bigger spike in traffic during the two weeks.
Non-sponsor Nike was particularly visible around London during the Olympics with a campaign that celebrated everyday athletes. It bought up hundreds of billboards around the city and on the tube featuring the hashtag ‘#findgreatness’.
Adidas, which spent tens of millions of pounds to be an official sponsor, ran a campaign featuring Team GB athletes and the hashtag ‘#takethestage’.
The Olympics is only two days away now, and LOCOG has undertaken a well-publicised crackdown on non-sponsors’ attempts at guerrilla marketing.
However, new data from Experian shows that the overzealous approach to protecting the rights of official sponsors may have backfired.
As of last week, the Olympics was the third most visited sports category online behind football and cycling, while the average time spend on an Olympics website stands at six minutes 33 seconds.
At the time of writing this article, there are just 40-something days left to go until the Olympics begins. And there’s been a lot of chatter so far this year about how well Nike has capitalised on the ‘Summer of Sport’ theme.
So we thought we would take a closer look at how Nike (not a headline Olympic sponsor) has fared compared to headline Olympic sponsor Adidas in the social stakes on some comparable key terms.
Twitter has agreed to prevent brands from using the social network for Olympic 'ambush marketing' attempts.
Games organiser Locog says that it is keen to prevent non-sponsors from using the event as a marketing opportunity at the expense of official Olympic brands.
Sponsorship deals for the event have raked in £670m for Locog, so it's no wonder that it wants to protect its official advertisers.
This issue was recently highlighted by digital agency Jam, which found that non-Olympic sponsor Nike is the brand most associated with the 2012 Games and is far out-performing official sponsor Adidas in terms of recognition.
Adidas has today launched its first 'corporate' blog, written by staff to provide people with a glimpse into the sports brand’s inner workings.
Over the past few months, employees from various departments, including marketing, social and operations, have been writing posts on new projects, daily tasks and their experience of working at adidas ahead of today's reveal.
For advertisers looking for the holy grail in mobile, the iPhone is one of the most attractive targets. And with iAd, Apple is aiming for nothing less than the perfect mobile ad.
But sometimes perfect is the enemy of good, and if rumors that have been circulating are to be believed, Apple's quest for the perfect mobile ad is driving advertisers crazy. It's also driving them away from the advertising solution that's supposed to help them.
Is the age of expensive brand sponsorship coming to an end? The World Cup starts today and the brands getting the most brandlift from the events are not the ones who signed expensive sponsorship contracts.
It's Pepsi and Nike who have achieved the most World Cup buzz so far. But Adidas and Coke are the ones forking over for sponsorships. In today's world of the digital brand ambush, it's getting harder to make the case for official sponsorships.
As the internet's role in daily life, more and more companies that make
physical products are trying to find ways to develop online components
that make those physical products more attractive to consumers.
A great example of this has been seen in the toy industry, where a
growing number of products include internet add-ons. Webkinz stuffed
animals, for instance, come with an access code granting access to an
online virtual world.