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There’s huge creative potential when brand advertisers and media owners choose to collaborate. It’s astonishing how scarcely it seems to happen, especially given just how memorable such collaborations have typically been.
Take the first episode of zombie thriller The Returned on Channel 4 earlier this year. The programme was aired in its original French, with English subtitles, a first for mainstream drama on television.
With a brilliant touch, the first commercial break was also in French with English subtitles, and included spots by French brands such as Renault, Boursin and L’Oreal.
Content is arguably the biggest trend to hit online marketing since the advent of social media, video and search.
Content is everywhere. And with content comes the opportunity for new, exciting, content based advertising models.
Enter native advertising. Find out what all content marketers need to know.
The makers of Candy Crush Saga and Puzzle & Dragons seem to have a winning formula that should be attractive to brands looking for a guarantee of success with games.
But is the creation of a successul game a science or an art?
My last post covering the mechanics that underpin programmatic media provoked some interesting questions.
In particular, the following comment...
“You know it when you see it”. This, of course, is the famous Potter Stewart quote from the Jacobelis vs Ohio court case (1964) which found the French film “The Lovers (Les Amants)” to be too obscene.
As the definition of native advertising continues to evolve this quote is incredibly fitting. But I’ll get to that later, let me first go back to the origins of this marketing tactic…
Is there anybody on the planet who actually enjoys pre-roll video advertising? Research has shown that 94% of people skip pre-roll ads, though I can't believe the number is that low (presumably the other 6% are masochists).
Pre-roll ads are as loathed as pop-ups, which studies found to be damaging to both advertiser and publisher. I imagine that the same applies to pre-rolls. Have you ever watched one and wanted to buy the product or service that's being (badly) pitched to you?
You have to wonder why they're so popular. Certainly the YouTube experience has considerably worsened since it started putting pre-rolls on a far wider range of ads, and I for one would pay a small fee to have them permanently removed.
Why do pre-roll ads suck so badly? Partly it's the interruption, which is often a lot longer than five seconds, and partly it's because the creative tends to be beyond stupid, but there are plenty of other reasons.
The following quotes and videos reflect all that is wrong with the pre-roll format. If you're the kind of person who likes to snuggle up to Satan by commissioning pre-rolls then you might want to take some notes.
Before we start, thanks for the feedback on my first instalment on programmatic media, this was much appreciated and forms a useful basis for this next piece.
This post covers the mechanisms that underpin programmatic, and attempts to portray the varying perspectives of those involved.
As familiar names like HMV and Blockbuster disappear from the High Street, web traffic can be expected to grow as a result.
However, the increasing numbers of data aggregators and tracking tags being placed on websites are leading to slower loading pages, while advances in technology designed to save people time have made us less tolerant of waiting.
In 2006, the average web user expected pages to load in four seconds or less. By 2010, that expectation had become two seconds or less.
As the number of ad technology vendors grow and their functions expand, companies continue to implement more and more tags on their websites.
This process takes place in stages and incorporates various departments in the organisation, often without a central role governing their organisation.
This can result in a slower, less efficient, and more vulnerable website. Over the past five years, the average number of elements per page has doubled from 50 to over 100.
In an increasingly complex online advertising environment driven by analytics, ad delivery and site optimisation, how well are companies managing the many scripts and cookies found across their websites?
Digital ad spend in Australia reached $3.3b last year, an 18% increase on 2011, according to a new Interactive Advertising Bureau (IAB) report.
Figures showed that not only did digital ad spend as a whole exceed market predictions last year but mobile advertising saw a growth of 220%, pulling in $86.2m. Year-on-year, video advertising also grew 30% to reach $90.3m.
The significant rise in figures was due to growth across all categories, including a 27% increase in Search and Directories advertising, a 10% increase in General Display advertising and a 9% increase in Classifieds advertising.
In an attempt to deliver more tangible returns from their social media investments, brands are falling back on tried and tested methods of 'pushing the needle', most often using the familiar tools of advertising.
This partly stems from the misuse of 'proxy' measures in determining social ROI, such as followers, likes, shares and fans. None of these deliver value and are easily abused - with many marketers seeing them as just another contact list.
However, advertising and social media are like oil and water and should never be mixed, here's three reasons why.
Seeing an ad outdoors has a greater impact on us than one served to our laptop or phone. We come across it, 'discover it' if you want to be properly cheesy, we trust it more, and the creative is tied to a more unique and memorable set of circumstances.
This is of course debatable; there are lots of caveats, but I believe it to be true.
Bear with me on this post, there is going to be some pontificating on a Brian Cox-esque scale (for non UK readers, he's a TV broadcaster who gets very reflective about the universe).