Posts in Advertising

More brilliant marketing creative to enjoy with your coffee

I wrote this post on examples of marketing creative recently. Since it was popular, here’s some more brilliant marketing creative to enjoy with your coffee. Mmmm…drink it in.

If any of you are in London in October, check out our event, Punch, where marketing meets the new creative (part of the Festival of Marketing).

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SKIP AD

Pre-roll video ads: is it any wonder why we hate them?

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.

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Suarez

Mega fun with YouTube Trends

During YouTube’s Geek Week, I saw this article announcing Batman as the superhero most popular on YouTube.

This appealed to me. I like lists and graphs, I like Batman, and I like YouTube. So I thought I’d write a throw away post and try to delight you with some other YouTube rankings and trends.

You’re welcome.

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vine

How NatWest, Honda, Nick Cave and QPR use Vine to respond to fans

Earlier this week NatWest began using Vine clips as a way of responding to customer service queries on Twitter.

It’s not the first time that a brand has tried to be creative with Vine, and we’ve previously reported on fashion retailers using the platform as well as brands running Vine competitions.

To give credit to NatWest, I’m not aware of any other businesses using Vine for customer service, though there are several examples of brands using the platform to respond to their followers.

Here are further details of NatWest’s campaign, as well as details of three other examples...

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Four examples of brands rocking Instagram video

Instagram, the Facebook-owned photo sharing site, announced the ability to upload video in June.

Now with recently announced version 4.1 anyone can upload video right from their iPhone/Android's local storage,  and the branded mobile video wars have officially launched.

Here are some of the better examples of brands doing smart marketing with Instagram video.

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Programmatic media unpacked (part two)

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. 

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10 ways to suck at social media

There’s no shortage of gurus offering up social media advice, which is why I believe there’s room in the market for an anti-guru. 

I’d like to show you how to be the worst practitioner of the social arts that you can possibly be. If you follow these simple rules, you too can suck at social media. 

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Rockpack

Start me up! A profile of Rockpack, for social video curation

4G capabilities, Vine, Facebook’s video for Instagram; they've all put online video sharing firmly on the consumer agenda.

Launched in June 2013, Rockpack is an intuitive video curation platform for iOS. With partnerships ranging from Topshop to Jamie Oliver, thousands of channels, and an advisory board consisting of heavyweights such as Stephen Fry, Jamie Byng (Canongate Books) and Sean Knapp (Ooyala), Rockpack is a company to watch. 

The globally-available Rockpack platform makes it easy for people to create personalized video channels to share content, as well as to subscribe to video content from friends, influencers and celebrities.

Compatible with Facebook and Twitter, Rockpack offers premium content from vloggers and a growing number of brand partners. The company believes users will share their favorite videos through their own networks, helping to drive the discovery of relevant content through peer-to-peer curation.

Rockpack aims to change the way people discover and share videos, just as Pinterest changed image discovery and sharing. Much like consumers curate photos on Instagram and Pinterest, Rockpack will allow people to browse videos, create personalized channels by category and subscribe to channels created by friends or influencers.

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Three steps to mobile marketing mastery

Mobile marketing involves much more than big budgets and a mobile-optimised website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.

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How misusing Tumblr might hinder your connection to the teen demographic

Back in June 2012 Tumblr creator David Karp and his team publicly announced a more focused attempt at getting advertising on people’s dashboards. 

One of the first brands to trial the paid service was Adidas, however it is definitely not the best as proven by the low amount of ‘re-posts’ it receives.

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Showrooming in store

So your customers are showrooming? Big deal

Ever been in a shop looking at the most recent iPhone or the newest DVD release and wondered if it’s cheaper somewhere else?

I recently discussed showrooming on a panel session at IMRG Connect and more than half of the audience admitted that they’d done it. 

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Measures of digital marketing ROI are meaningless unless ads are viewable

If you have the sneaking suspicion that your digital ad spend isn’t working hard enough, it turns out you’re probably right.

Hundreds of millions of pounds and dollars are being wasted each year on digital ads which are served but never viewed.

New figures from comScore show that more than half of digital ads (54%) are never seen by consumers. It’s a colossal waste, and demonstrates the need for brands and marketers to reassess their digital marketing approach.

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