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Posts tagged with Video

Google logo

12 inspiring marketing campaigns from Google

Google helps us all market our services. That statement can start a healthy debate amongst many in the media, but I think I'll stick with it.

Of course, Google has to market itself, too.

Even the biggest and most successful companies must market themselves in some channels. Apple, for example, may shun social media, but it's all over the television and out-of-home and has a distinctive presence on many high streets.

So, I thought I'd round up some examples of Google's marketing that have stuck in my mind and continue to leave me mindful of Google's all-conquering innovation.

Hope you enjoy!

computer display

CPM is dead: a guide to viewability in online advertising

We are all exposed to display and video advertising and we all have a view on its efficacy.

In this post I’m going to take a beginner's look at measurement in display and video advertising and ask if advertisers are finally getting a good (read ‘transparent’) deal.

How is improved measurement across display advertising changing the nature of the web? Will it start to feel lighter on ads as advertisers demand their ads are not just served but viewed by a human being?

What are the standards for viewability and if the networks are adopting them, is this the death of the impression?


Which content marketing formats work best?

Over the past week I've been asking a bunch of content marketing folk about the trends in their industry for 2013, the best examples, and looking ahead to next year. 

Here, I've asked about the most effective formats for content. In 2012, it could be argued that infographics were king, but I think the sheer volume produced has diluted this particular tactic. 

Other formats are working well though: video, immersive storytelling, slideshare, scrolling sites, and good old blog posts.


Why it's vital to add video to your marketing mix

It’s no secret that video is quickly becoming an essential part of any content strategy, and the 2013 video marketing trends report only serves to concretise this.

This year has been fantastic for video, with the emergence of new, social video platforms like Vine and Instagram video soaring in popularity amongst consumers, making it easy for anyone to create a video and share it.

social within an online video ad for volkswagen

What are the possibilities with online video ad creative?

Online video has always felt to me like one of those technologies where brands have varied massively in their commitment to innovate.

That was kind of understandable until the last couple of years, as YouTube and video streaming (NetFlix, NOW TV,4OD etc) are now so pervasive.

With brands committing to more online video advertising, it’s obvious the technology will be maturing. In effect, what’s possible on your website should now be possible in an online video ad.

As web viewers aren’t captive in the same way live TV viewers are (even they can go and make a cup of tea), advertisers have to get cuter at delivering changing and tailored ad content that is essentially fun or useful enough to be voluntarily engaged with. A tall order?

Well let’s look at what can be achieved? Here are a few examples, mostly taken from Innovid, who I chatted to last week.


Boosting video discoverability, Google-style

Google has, for years, made no secret of its enthusiasm for blended search results, and for video in particular. But its repeated message is that organisations must focus first and foremost on audience.

The name of the game in video marketing best practices should be delivering first-rate video experiences to real people, rather than focusing on quick tricks to boost discoverability.


Is your digital marketing 'lost in translation'?

The ultimate differentiator for businesses isn't product or brand. It's the one thing that can't be copied or stolen: relationships with customers.

Retail has long known that. Astute retailers covet their relationships through personalization and targeting and approachable, consistent, authentic salespeople.

That's because, as people, we know how to form relationships really well in the physical world. We can see each other's face, we can hear voice rising and falling, we can see body language. Only we aren't doing that in the digital world.

Rather, marketers are simply using digital as another distribution channel when what people really want (it's a basic human need) is what they get in the physical world from businesses: a relationship.

Therefore digital marketing, by focusing on distribution of messaging rather than forming relationships, is lost in translation.

moovd home page

Start Me Up! A profile of Moovd, turning your words into animated video

For years, video has been a pain in the bottom. Video production companies know it, and they charge handsomely for it.

Increasingly, start-ups are trying to disrupt professional video production, to provide an easy solution for marketers to create their own none-too-shabby work.

Moovd is the latest of these companies, and turns text into animated text videos. Try it yourself, you can make videos in a few seconds (I've been making childish videos all morning).

chipotle logo

All PR is good! Chipotle’s tasty Q3 follows controversial scarecrow video

Chipotle’s recent financial results have revealed a successful third quarter of 2013 as compared to the third quarter of 2012, with revenue increased 18.0% to $826.9 million.

With the notorious scarecrow ad (and downloadable song and game and all round worthy cause) released on September 12th, it’s conceivable that the last three weeks have played a part in the strong financial performance.

The scarecrow video was released solely online, and has been viewed 7m times on YouTube. There’s a nice responsive microsite for the ad and game, too. ‘As an incentive for players to complete the game, Chipotle is providing food rewards redeemable at any of its U.S., Canada and UK locations.’ 

Never has a scarecrow started such debate. You can watch the ad below, and the delicious Funny Or Die parody. 

mobile video

Engagement with mobile video is three times higher than desktop: stats

The use and efficacy of mobile video has been steadily increasing over the past few years thanks largely to improvements in mobile technology and increased smartphone ownership.

And new research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.

In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.

Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.


Start Me Up! A profile of Moovly, for easy animated videos

We'd all like to produce videos that convey our complicated product or brand but don't cost the Earth. Without a background in rich media, it's time consuming to create a animated video or shoot and edit your own footage.

Moovly aims to make this easier and allows the easy creation of simple animated videos. I spoke to the team to find out more about the service.

budweiser brotherhood

The science of sharing videos: marshalling the subjective

As we've just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.

If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.

The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.

With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.