tag:econsultancy.com,2008:/topics/video-rich-media Latest Video Advertising content from Econsultancy 2016-05-03T15:09:34+01:00 tag:econsultancy.com,2008:BlogPost/67790 2016-05-03T15:09:34+01:00 2016-05-03T15:09:34+01:00 10 of the best social stories & campaigns from April 2016 Andrew Chrysostom <h3>1. Facebook Messenger Codes</h3> <p>Of course, we kick off with Facebook’s F8 conference.</p> <p>Our own Patricio Robles touched on the <a href="https://econsultancy.com/blog/67743-the-five-announcements-from-facebook-s-f8-conference-that-you-need-to-know-about/">biggest developments from this year</a>, and Econsultancy co-founder Ashley Friedlein wrote on the impact that the evolution of Facebook Messenger would have on <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">conversational marketing</a>. </p> <p>Naturally we jumped on board with our shiny new Facebook Messenger Code, which allows users to <a href="https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger">interact directly with brands</a> by scanning a code via Facebook messenger.</p> <p>Needless to say the first interaction came within minutes from a community manager, which led to this inevitable exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/4356/FB_messenger_gifs.jpg" alt="" width="842" height="960"></p> <h3>2. The addition of group calling from Facebook Messenger</h3> <p>As well as this, the global roll out of a new feature which will enable group calling in messenger was announced – which could easily be dismissed as playing catch-up with Skype’s mobile app. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fdavidm%2Fposts%2F10156931345975195&amp;width=500" width="500" height="617"></iframe></p> <p>Another new focus was that of live streaming, an area which Facebook has been growing for some time.</p> <p>With the rise of apps such as Periscope this wasn’t a great surprise, but with a more diverse audience the content opportunities are exponentially larger.  </p> <p>An example of this would be Cheddar, a Facebook-only broadcast channel that comes live from the NY Stock Exchange.</p> <h3>3. #GayTurtle</h3> <p>Amnesty International has launched a campaign with the intent of highlighting the absurdity of homophobia. </p> <p>The three-minute video shows a series of customers enquiring about buying a turtle, with several seeming to form a bond with the little reptile.</p> <p>After a short time, the shop owner reveals the turtle is in fact gay which leads to negative reactions from the customers. </p> <p><iframe src="https://www.youtube.com/embed/8VY457e5Hgg?wmode=transparent" width="560" height="315"></iframe></p> <p>A clever way of breaking a new hashtag into the LGBT conversations on twitter, which also highlights the problem of a rise in homophobia globally.</p> <h3>4. Unfollow Trump</h3> <p>From increasing awareness to decreasing awareness. Four agency creatives have got together with the aim of dismantling Donald Trump’s social reach, one follower at a time. </p> <p>The <a href="http://www.unfollow-trump.com/">website</a> opens with the statement “When you passively follow @realDonaldTrump, you're actively following Donald Trump”, and urges Twitter users to end any association with the Republican frontrunner’s social activities.</p> <p>It then offers the user the opportunity to directly unfollow from their site. </p> <p><img src="https://assets.econsultancy.com/images/0007/4362/unfollow_trump.png" alt="" width="640" height="379"></p> <p>While there may not be a huge dent in ‘The Donald's’ followers, it opens up an opportunity to discourage the politics of outrage on social media, inevitably leading to the message’s organic reach exploding.</p> <p>Surely #HopOffHopkins can’t be far behind...</p> <h3>5. Stop hammer time</h3> <p>Don’t worry, the year is still 2016 but M.C. Hammer has parachuted back onto our screens*. </p> <p>Combining traditional television advertising with custom social responses (not unlike this brilliant <a href="https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6">2010 campaign from Old Spice</a>). </p> <p>The ‘Can’t touch this’ star implores people to literally stop ‘hammer time’ by using 3M’s command strip products, which hang pictures without the use of nail.</p> <p>A laboured pun, perhaps – but for a brand with relatively low awareness that isn’t shy of its own gaffes on social, it’s sure to gain attention. </p> <p><iframe src="https://www.youtube.com/embed/EPUbr4LGfmQ?wmode=transparent" width="560" height="315"></iframe></p> <p>3M is also combining this with a live event at New York’s Grand Central Station where the public will have the opportunity to record lip sync videos with the ‘90s star.</p> <p>A sure-fire way to send user generated content across social networks.</p> <p>(*Pun fully intended)</p> <h3>6. #LoveAtFirstTaste</h3> <p>The link between food and love is something that marketing has exploited since the days of Häagen-Dazs. </p> <p>Jumping on the popularity of the foodie millennial trend, Knorr has started a campaign focusing on the role that food plays on a first date. </p> <p><iframe src="https://www.youtube.com/embed/xwx7NnPQ44U?wmode=transparent" width="560" height="315"></iframe></p> <p>Using a combination of video, a simple Twitter card, a promoted trend and an online quiz the campaign ultimately raises brand awareness.</p> <p>Needless to say, it got me spot on.</p> <p><img src="https://assets.econsultancy.com/images/0007/4361/knorr.png" alt="" width="640" height="290"></p> <p>The curious part is the relatively large budget which would have gone into a campaign like this given <a href="https://twitter.com/knorr">@knorr</a>’s following of just under 3,000 (at time of writing). </p> <h3>7. Twitter makes DMing easier</h3> <p>Eagle-eyed Twitter users will have noticed a new button pop up on Tweets appearing on their phone.</p> <p>This DM button enables you to directly share that Tweet to another user via direct message.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The new Message button makes it even easier to send Tweets privately to friends: <a href="https://t.co/S3LMsTqW9l">https://t.co/S3LMsTqW9l</a> <a href="https://t.co/HEdCxSn9RA">pic.twitter.com/HEdCxSn9RA</a></p> — Twitter (@twitter) <a href="https://twitter.com/twitter/status/717389486921949184">April 5, 2016</a> </blockquote> <p>While the ability to share tweets to another user has been around for a while, the addition of the button shows Twitter’s ambitions to take on messaging apps which focus on rich media, such as Snapchat.</p> <p>With direct messaging on Twitter rising around 60% last year it’s clear that the company is eager to focus on the ‘<a href="https://econsultancy.com/blog/67711-is-twitter-becoming-a-dark-social-channel/">dark social</a>’ aspect of the service.</p> <h3>8. Buying video ads on Facebook just became easier</h3> <p>With an estimated 100m hours of video watched on Facebook each day, it’s easy to see why the network is <a href="https://www.facebook.com/business/news/building-video-for-mobile-feed">taking steps</a> to make it easier for brands to move away from its traditional advertising offerings.</p> <p>Purchasing adverts on Facebook and targeting them has become even more efficient with the implementation of TRP (target rating points) buying. </p> <p>It essentially uses DMAs (US Nielsen-designated market areas) that show which type of users are likely to be watching different genres of television programming, and at which times. </p> <p><img src="https://assets.econsultancy.com/images/0007/4359/FB_video_ad_finish.png" alt="" width="725" height="429"></p> <p>This means if you’re a gaming brand looking to target an audience likely to watch Game of Thrones, you can ensure that your video advertising will appear during the four-hour block surrounding the air time of the show.</p> <p>At the moment this is only available in the US, but is sure to roll out across other markets soon.</p> <h3>9. Twitter might hit the panic button</h3> <p>Twitter’s Q1 earnings report was released, showing a year-on-year growth of 36% in earnings.</p> <p>While that sounds good it should be noticed that it regards this figure at the ‘low end’ of its expectations. </p> <p>With growth in advertising on the wane, we can expect the next three months to be focused on new ways of generating ad revenue (as already seen with the <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">new NFL rights deal</a>).</p> <p>Anticipate a wider offering of analytics tools which will make it easier for brands to measure the effectiveness of their advertising.</p> <h3>10. Kellogg’s is warming up for the Olympics</h3> <p>Kellogg’s is beginning its <a href="https://twitter.com/hashtag/GreatStarts?src=hash">#GreatStarts</a> campaign 100 days before the Olympics is due to start.</p> <p>As part of the promotion of Team GB, Kellogg's will be using brand ambassadors Louis Smith, Rebecca Adlington and Sir Steve Redgrave.</p> <p><iframe src="https://www.youtube.com/embed/alZP9XFBX3A?wmode=transparent" width="560" height="315"></iframe></p> <p>The idea behind the campaign is to encourage people to share their tips for a ‘great start’ to the morning.</p> <p>At the moment it seems like the creative focuses around recreating famous scenes of bad mornings from movies (Home Alone, Bridget Jones’ Diary etc.) </p> <p>Given that this campaign will be running for the next eight months we can expect a lot more in the near future. </p> tag:econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:econsultancy.com,2008:BlogPost/67766 2016-04-21T12:26:00+01:00 2016-04-21T12:26:00+01:00 10 examples of great travel marketing campaigns Ben Davis <h3>1. The Airbnb Guidebooks</h3> <p>Let's start with something new. <a href="https://econsultancy.com/blog/65322-how-to-rebrand-airbnb/">Airbnb</a> launched guidebooks on its website and app this week, as part of its 'Live there' campaign.</p> <p>This fresh content shows Airbnb is keen to expand the knowledge and advice available through its network, competing with longer-established websites such as TripAdvisor.</p> <p>What's great about them is that every host can create one, meaning there are thousands of personal tour guides across Airbnb's network, and anyone who has signed up can access each of these guides.</p> <p>So, guests can easily view a host's local highlights, with a very handy map and some summary cards.</p> <p><a href="https://www.airbnb.co.uk/things-to-do/rooms/230839"><img src="https://assets.econsultancy.com/images/0007/4146/Screen_Shot_2016-04-20_at_14.28.02.png" alt="kiki's guidebook" width="615" height="337"></a></p> <p>Airbnb has also produced some city guidebooks, which are aggregated highlights from hosts' personal guides.</p> <p>I found these to be a more interesting mix than the standard TimeOut or TripAdvisor top ten listings. However, I was amused to see how certain boroughs are over-represented.</p> <p>Take London for example. A lot of Airbnb hosts reside in East London (where a lot of young creatives live).</p> <p>That means that Hackney is fairly prominent in the London recommendations.</p> <p>Six of the 10 things to do are in Hackney, including the top three (Columbia Road Flower Market, Broadway Market, London Fields Lido).</p> <p>This is a minor gripe. The bottom line is these guidebooks are authentic, easy-to-use, and a wonderful way to increase customer satisfaction and engagement.</p> <p><a href="https://www.airbnb.co.uk/things-to-do/london"><img src="https://assets.econsultancy.com/images/0007/4147/Screen_Shot_2016-04-20_at_14.45.52.png" alt="city guidebook from airbnb" width="615" height="300"></a></p> <h3>2. HostelWorld's Alan Partridge tribute</h3> <p>Next I'm choosing an Anglocentric campaign.</p> <p>For anyone who has never watched Alan Partridge, there was a particularly famous scene where Steve Coogan's character was pitching ideas for new TV shows.</p> <p>Of all the ideas (Monkey Tennis, Cooking in Prison etc.), Youth Hostelling with Chris Eubank was one of the most absurd.</p> <p>For years, Chris Eubank didn't really understand why the public kept asking him about this. The boxer <a href="http://www.radiotimes.com/news/2015-08-10/chris-eubank-doesnt-get-youth-hosteling-with-chris-eubank">often sounded bemused on Twitter</a>.</p> <p>But then, 18 years later, <a href="http://www.hostelworld.com/">HostelWorld</a> decided to create this show as a marketing exercise.</p> <p>Fans of Partridge were delighted and the campaign generated lots of PR and, presumably, links.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. This Southwest Airlines flight attendant</h3> <p>Okay, she's not a campaign, but this video does have 22m views at time of writing and must have done a fair bit for the perception of enthusiastic and unique service from Southwest.</p> <p>The airline regularly ranks highly (as far as airlines go) in brand reputation rankings and sees a high level of <a href="https://econsultancy.com/blog/65544-10-loyalty-building-strategies-for-customer-retention">customer loyalty</a>. </p> <p><iframe src="https://www.youtube.com/embed/07LFBydGjaM?wmode=transparent" width="420" height="315"></iframe></p> <h3>4. SNCF Europe - it's just next door </h3> <p>Some solid <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">experiential marketing</a> next.</p> <p>In 2013, SNCF wanted to promote its rail services between European countries, highlighting the proximity of many destinations on the mainland.</p> <p>It did this with doorways that revealed LED screens broadcasting another major European city, allowing people to envisage stepping into another country.</p> <p><iframe src="https://www.youtube.com/embed/GGW6Rm437tE?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. LateRooms Magic Makers</h3> <p>LateRooms shows how easy it is with a modest budget to bribe/delight customers enough that they make a lot of noise on social media.</p> <p>The campaign was very simple. Choose some customers and surprise them with a tailored gift, either after their trip or when they reach their destination.</p> <p><a href="https://www.youtube.com/watch?v=pqHWAE8GDEk">KLM did something similar way back in 2010</a>, finding customers on FourSquare, doing some detective work and then delivering them a personalised gift at the airport gate.</p> <p>The beauty of LateRooms' approach in 2015 is that the blogging community is so vast, the company could bank on more than just a Facebook post or Tweet (and duly got it).</p> <p>Here's an example of love that came the brand's way.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/LateRooms">@LateRooms</a> AMAZING unexpected thoughtful gift just arrived- so impressed and thrilled thank you magic makers <a href="https://t.co/iexM1xhlSZ">pic.twitter.com/iexM1xhlSZ</a></p> — Sarah Redmond (@SarahARedmond) <a href="https://twitter.com/SarahARedmond/status/715498730200375296">March 31, 2016</a> </blockquote> <h3>6. HomeAway's anti-Airbnb TV spot</h3> <p>Airbnb is the elephant in the room when it comes to marketing most hoteliers and competing services.</p> <p>It certainly is (intentionally so) for HomeAway in the TV spot below. HomeAway is similar to Airbnb, except guests rent entire homes (without a host in sight).</p> <p>The company wanted to make a virtue of this difference, and it does so in a humorous way (far from the piety of the Airbnb message of joining communities).</p> <p><iframe src="https://www.youtube.com/embed/Ylil-RlERSs?wmode=transparent" width="560" height="315"></iframe></p> <h3>7. Virgin America's playful website</h3> <p>Okay, this isn't really a campaign, but Virgin America's website was so universally well-received that it felt like a campaign.</p> <p>I wrote a long blog post about how much fun it is to use. <a href="https://econsultancy.com/blog/65065-30-little-things-i-love-about-the-new-virgin-america-website/">Go check it out</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9575/fix_phone-blog-full.png" alt="virgin america website" width="615" height="546"></p> <h3>8. Visit Britain's GREAT campaign</h3> <p>The GREAT campaign has to be included here for simple yet bold creative and stunning results.</p> <p>The four-year, £100m campaign has focused on culture, heritage, sport, music, countryside, food and shopping, as well as tying in with the Bond movie, Skyfall.</p> <p>A pre- and post-2012 Olympics push was also key to the ongoing campaign. The video below shows some of the many highlights.</p> <p>Topline results as follows:</p> <ul> <li>At least £2.5bn in additional visitor spend.</li> <li>£8.9bn in advertising equivalent value.</li> <li>£52.5m in partner funding (cash and in kind).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4166/skyfall.gif" alt="skyfall" width="605" height="279"></p> <h3><iframe src="https://www.youtube.com/embed/06NDKa_8OSY?wmode=transparent" width="560" height="315"></iframe></h3> <h3>9. Airbnb's Hollywood Vine</h3> <p>Yet more Airbnb and another blast from the past. The tech/travel giant jumped aboard Vine pretty quickly, using it to engage and incentivise, creating user-generated content in the process.</p> <p>A competition offered a trip to the Sundance Film Festival for lucky Viners who sent in something creative about their trip.</p> <p>Airbnb then created a feature length Vine with many of the entries. The joy of Vine in 2013 was its low-fi, DIY nature, and the feature captures this well.</p> <p>All in all, it was this kind of activity that set Airbnb apart as an engaged, thoughtful brand, not just a great platform.</p> <p><iframe src="https://www.youtube.com/embed/laCLVzWpS0I?wmode=transparent" width="560" height="315"></iframe> </p> <h3>10. Thomas Cook uses virtual reality</h3> <p>It's not just Thomas Cook, but British airways, too, that have <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality/">trialled virtual reality</a> to give prospective customers a taste of a destination.</p> <p>Of course, it's not the 1930s any more, we see exotic locations and aeroplanes on the television all the time, but using VR to engage and upsell could be a powerful tool.</p> <p>At the moment, of course, PR is the name of the game. Surely, the brand has reaped the reward already.</p> <p>Next step is the development of 12 360-degree films showcasing various cities <a href="http://visualise.com/case-study/thomas-cook-virtual-holiday">by Visualise</a>, to expand the experience and offer customers a taste of a range of destinations.</p> <p><img src="https://assets.econsultancy.com/images/0006/8203/thomas_cook.jpeg" alt="thomas cook vr" width="275" height="183"></p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67713 2016-04-14T10:03:24+01:00 2016-04-14T10:03:24+01:00 Augmented Reality vs. Virtual Reality: where should brands focus? Patricio Robles <h3>What are they?</h3> <p>First things first. What are augmented reality and virtual reality, and how do they differ from each other?</p> <p><strong>Augmented reality </strong>refers to technologies that augment views of the real world with computer-generated information.</p> <p>An example of an AR device is Google Glass, smartglasses that combined a touchpad, camera and LED display. Thanks to the display, users of Google Glass can access the internet and services such as mapping and email within their field of view.</p> <p>Next-generation AR devices like the recently-unveiled <a href="https://www.microsoft.com/microsoft-hololens/en-us">Microsoft HoloLens</a> promise AR experiences that some have called magical.</p> <p><iframe src="https://www.youtube.com/embed/_3Y7BXEbqcg?wmode=transparent" width="560" height="315"></iframe></p> <p>Because AR can be based on digital views of the real world, more ubiquitous devices, such as smartphones and tablets, can also be used to create AR experiences.</p> <p>As the name suggests,<strong> virtual reality</strong> refers to technologies that allow users to interact with virtual experiences. Unlike AR, there's no view, direct or indirect, of the real world; everything the user sees, hears and feels is computer-generated.</p> <p>Facebook's Oculus Rift is an example of a VR device.</p> <p><iframe src="https://www.youtube.com/embed/6qzLdYmmuto?wmode=transparent" width="560" height="315"></iframe></p> <h3>How they're being used by brands today</h3> <p>Because smartphones and tablet devices can be used to develop AR experiences, <a href="https://econsultancy.com/blog/9842-seven-awesome-augmented-reality-campaigns">examples of brands using augmented reality</a> in the wild are plentiful. </p> <p>In 2013, <a href="https://econsultancy.com/blog/63623-a-halloween-of-spookily-augmented-reality-at-asda">Asda turned to augmented reality</a> to implement a <em>Horrible Halloween Hunt</em> in which kids using the Asda app could be guided by Sir Spook on an in-store adventure.</p> <p>Also in 2013, IKEA <a href="https://econsultancy.com/blog/63574-augmented-reality-the-ikea-catalogue-and-beyond">launched an AR app</a> for iOS and Android that enabled shoppers to simulate how IKEA furniture would look in their homes.</p> <p><iframe src="https://www.youtube.com/embed/vDNzTasuYEw?wmode=transparent" width="560" height="315"></iframe></p> <p>Because brands have been using AR for years, <a href="https://econsultancy.com/blog/63929-the-british-museum-five-lessons-in-augmented-reality">tips and best practices</a> have emerged, making it easier for brands to design and implement compelling AR experiences.</p> <p>VR, on the other hand, is a more nascent technology, so there are fewer real-world applications, but the numbers are growing. Tommy Hilfiger and Thomas Cook are <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality">among the brands that have experimented with VR headsets</a> like the Oculus Rift and Samsung Gear RV.</p> <p>Boursin combined VR, bespoke CGI animation and live product sampling <a href="https://econsultancy.com/blog/67391-the-boursin-sensorium-using-virtual-reality-to-sell-soft-cheese">to create an experiential roadshow</a>.</p> <p><iframe src="https://www.youtube.com/embed/XRik3h5M-qU?wmode=transparent" width="560" height="315"></iframe> </p> <h3>The potential</h3> <p>Thanks to increasingly capable and affordable smartphone and tablet devices, as well as mature platforms like iOS and Android, there is ample opportunity for brands of all shapes and sizes in a wide range of industries to develop refined and sophisticated AR experiences today.</p> <p>VR is less accessible and probably will be for the foreseeable future, but there are <a href="https://econsultancy.com/blog/66587-10-ways-marketers-can-use-virtual-reality-right-now">numerous ways virtual reality can be applied</a> and for brands in some industries, some of the applications could be game changers.</p> <p>For example, brands in travel and hospitality, including hotel giant Marriott, travel agency Thomas Cook and airline Qantas Airways, <a href="https://econsultancy.com/blog/66614-will-virtual-reality-revolutionise-the-travel-industry">have started experimenting with initiatives around next-gen VR headsets</a> and in some cases, VR has the potential to revolutionise the way they sell their services.</p> <h3>Which technology wins? The verdict</h3> <p>So should brands focus on AR or VR? Not surprisingly, that depends.</p> <p>Right now, AR is certainly more accessible. Opportunities to create AR experiences are abundant, and those experiences can be created for widely-available smartphone and tablet devices and easily distributed through popular app stores.</p> <p>VR is generating lots of buzz, but brands will have a harder time employing it today. While devices like the Oculus Rift and Samsung Gear VR are now available to consumers, they're far from mainstream.</p> <p>That likely won't change until prices for VR headsets drop and larger numbers of consumers are convinced to buy for non-gaming applications. Additionally, given the cost of creating VR experiences – professional-grade VR cameras alone <a href="http://www.wired.co.uk/news/archive/2016-03/18/nokia-ozo-360-vr-camera-release-date-price">can cost tens of thousands of dollars</a> – brands without game-changing VR opportunities will probably want to wait until VR is more accessible.</p> <p><em>If you want to learn more about VR for marketing, check out <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality">Econsultancy’s Marketer’s Guide to Virtual Reality</a>. </em></p> tag:econsultancy.com,2008:BlogPost/67712 2016-04-13T11:35:52+01:00 2016-04-13T11:35:52+01:00 Seven helpful tips for livestreaming success Patricio Robles <h3>1. Pick the right platform</h3> <p>There are a number of popular livestreaming platforms. Celebrities like <a href="https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption">Madonna embraced Meerkat</a>, which has since <a href="http://recode.net/2016/03/04/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network-instead/">pivoted away from</a> livestreaming.</p> <p>Twitter's Periscope has been employed by <em>The Late Show with Stephen Colbert</em>.</p> <p>And with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, many brands will no doubt be considering the world's largest social network for their next livestream.</p> <p><img src="https://assets.econsultancy.com/images/0007/2696/Facebook_livestream.png" alt="" width="441" height="178"></p> <p>Already, there is growing differentiation between platforms.</p> <p>Periscope, for example, doesn't officially support archiving, and Facebook, which does, is incentivizing use of Facebook Live by ranking live streams higher in user News Feeds.</p> <p>This means brands will want to be thoughtful about which platforms they adopt.</p> <h3>2. Recognize that personality matters</h3> <p>Livestreaming isn't television, and authenticity is probably a more attractive attribute in the medium than polish is.</p> <p>That means brands don't necessarily want or need established personalities; they may well find success with virtual unknowns.</p> <p>But whoever they put in front of viewers needs to be able to connect with the target audience.</p> <h3>3. Ideas are key</h3> <p>Last week, BuzzFeed broke the record for concurrent viewers on a Facebook livestream.</p> <p><a href="http://www.tubefilter.com/2016/04/08/buzzfeed-live-facebook-video-watermelon/">More than 800,000 viewers</a> accepted the popular digital publisher's call to action: "Watch us explode this watermelon one rubber band at a time!"</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3818/buzzfeed-blog-flyer.jpg" alt="" width="330" height="330"></p> <p>Replicating BuzzFeed's success won't be easy for brands.</p> <p>After all, most of them will find it hard to relate similar stunts to their wares.</p> <p>But BuzzFeed's record-breaking livestream is a reminder that individuals willing to tune in to a live event are far more likely to do so when lured by the promise of content that's unique, fascinating, engaging or enlightening.</p> <h3>4. Understand that scripting isn't necessary, but preparation is</h3> <p>Livestreamimg doesn't require fully scripted content – in fact, in many cases that will even be undesirable – but brands shouldn't expect to achieve livestreaming success without some preparation to ensure events flow smoothly and keep viewers engaged.</p> <p>Without structure, livestreaming events can quickly become boring, or worse, very quickly, reducing the likelihood a viewer will tune in again.</p> <h3>5. Look for co-creation opportunities</h3> <p>Livestreaming is a great medium for brands to take advantage of <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">the magic of co-created content</a>.</p> <p>There are numerous opportunities for brands to involve <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> in their livestreaming content.</p> <p>For example, Amazon is inviting high-profile guests to co-host episodes of its daily digital fashion show, <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel/">Style Code Live</a>.</p> <h3>6. Get the setup right</h3> <p>While brands using third-party platforms to livestream lack a good deal of control, they should do everything they can to ensure that they're not the source of a technical failure.</p> <p>From selecting the right equipment to ensuring that they have adequate connectivity, nothing should be left to chance and Plans B and C should be established and ready to implement before an important stream begins. </p> <h3>7. Take full advantage of the medium</h3> <p>To fully exploit the livestreaming opportunity, brands should look for ways they can tap the unique attributes of the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="615" height="105"></p> <p>Once again, Amazon's Style Code Live provides a good example, as the retail giant allows viewers to interact with guests via live chat.</p> <p>It also created a custom video player that highlights products that are being featured on the show.</p> tag:econsultancy.com,2008:Report/4082 2016-04-01T13:07:00+01:00 2016-04-01T13:07:00+01:00 The China Digital Report, Q1 2016 <p>The opening-up of China, with its growing middle-class population, increased westernisation, and greater communication with the outside world, has resulted in a rapid expansion in internet penetration. Indeed, <strong>China now accounts for around a fifth of the global internet population</strong>, with the single largest national online presence.</p> <p>Unlike western countries, however, this growth has been fuelled by ownership of smartphones rather than desktop computers. This heavily influences the way in which consumers in China access the web for surfing, social networking and, of course, shopping.</p> <p><strong>China’s new digital economy</strong> has opened opportunities for western brands looking to target consumers in what is far from a homogenous market. However, the digital ecosystem in China differs substantially from that of western countries. With this in mind, it makes sense to look at the major internet players in China as well the user experience.</p> <p>This, and subsequent <strong>China Quarterly Updates,</strong> will do just that. We also analyse and learn from the real-life experiences and outcomes of companies who have recently launched their brands in China.</p> tag:econsultancy.com,2008:BlogPost/67687 2016-03-30T12:38:00+01:00 2016-03-30T12:38:00+01:00 A day in the life of... Managing Director of an ad tech firm Ben Davis <p>This isn't (of course) a sales pitch and Chris gives some particularly lucid insight into the world of digital (and what it takes to succeed).</p> <h3>Please describe your job! What does the EMEA MD of a platform such as Pixability do?</h3> <p>My job is to build upon the successful product, team, and reputation already achieved in the US, and establish a wider company footprint. </p> <p>From day one, I’ve committed to building robust foundations in four areas:  </p> <ol> <li>Develop a strong European reputation as the integral solution for successful cross-platform video advertising across the walled gardens of YouTube, Facebook, Instagram, and Twitter.</li> <li>Hire a stellar crew of commercial sellers and account managers.</li> <li>Build operational practices in unison with my US peers.</li> <li>Finally – and most importantly – build commercial partnerships with media agencies and their brand clients.</li> </ol> <p>Right now that means lots of meetings with a wide variety of media agencies, clients, journalists, job applicants, headhunters, and end-of-day management conference calls to HQ in Boston.</p> <p>It’s a long – but very fulfilling – day.</p> <h3>Whereabouts do you sit within the organisation? Who do you report to?</h3> <p>I lead Pixability’s EMEA presence and report into Art Zeidman, SVP and Chief Revenue Officer for the business.</p> <p>We met last year and found lots of common ground in both experience (multi-media backgrounds and former Google employees) and ambition for the business.</p> <p>He successfully helped build Unruly Media and understands the nuances of a European media operation versus a US operation.</p> <p><em>Chris Bennett</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3428/Chris_Bennett__EMEA_Managing_Director__Pixability.jpg" alt="steven bennett" width="615"></p> <h3>What kind of skills do you need to be effective in your role?</h3> <p>I wear multiple hats every day. While I have the support of more than 60 people in the US, we are a start-up in Europe.</p> <p>That means I must be seller, spokesman, office manager, and recruiter.</p> <p>All of these roles require strong relationship management skills.</p> <p>In our industry, customers are inundated with fresh ideas and new business opportunities, so articulating the marketplace, our value within it, and our USP quickly – but with some degree of playful charm – is important in all discussions.</p> <p>Success will come from strong strategic planning combined with speedy execution. An ability to think and run at the same time is supremely valuable.</p> <p>Strong decision-making is a must. This can be as much about what we won’t do, as what we will do.</p> <p>In small teams and early-stage businesses, it’s very easy to be distracted by inbound noise that only steers you off track. </p> <p>Strong and effective leadership is about bringing talented individuals together to work hard towards a common goal.</p> <p>No one individual will make Pixability a success – it requires a cohesive team effort.</p> <p>Having the aptitude to be the conductor of these efforts is the most important skill I can deliver on.</p> <h3>Tell us about a typical working day…</h3> <p>I am usually in the office by 7.30am.</p> <p>We are based in a fabulous WeWork building in Moorgate and I value the early quiet time to prepare and plan for the day ahead – not to mention the uninhibited access to the coffee machine before the 9.30am rush takes hold.</p> <p>Customers always take priority – most days I will have meetings at the media agencies.</p> <p>This week I was in London with Mindshare UK while last week my focus was in Paris, working with Gucci and ZenithOptimedia.</p> <p>I receive numerous inbound enquiries every day from Europe to Africa and Asia. </p> <p>I make a habit of connecting with Art and the US team on a daily basis as it’s important to share practices and discuss customer responses.</p> <p>Our business is evolving fast, and listening to our customers is the best way to continuously enhance and develop our solution.</p> <p>I also regularly tap former colleagues for a third-party perspective on the market.</p> <p>Steve Hyde at 360xec is great independent counsel thanks to his extensive experience on the agency side, Steve Parker at Starcom MediaVest sets me on the straight road, and Derek Jones at Mediatel – despite being an Arsenal fan – always has pearls of wisdom to share.  </p> <p>Early evenings are normally spent interviewing new hires.</p> <p>I place great importance in meeting lots of candidates – it takes time but it helps me build the best teams. Get the hiring wrong, miss out on <a href="https://econsultancy.com/blog/67118-17-bullshit-free-quotes-about-company-culture-from-digital-organisations">cultural fit</a>, and everything else is a wasted effort. </p> <p>After that, it’s home to the family, though sometimes via the spinning studio. I am training for a triathlon and the eight cups of coffee every day does me no good at all.</p> <p><em>Pixability has a culture code.</em></p> <p><a href="http://www.pixability.com/culture/"><img src="https://assets.econsultancy.com/images/0007/3430/Screen_Shot_2016-03-30_at_12.34.05.png" alt="pixability culture code" width="615"></a></p> <h3>What do you love about your job? What sucks?</h3> <p>The breadth and variety of responsibilities help me leap out of bed every day. No two days are the same and that is very motivating.</p> <p>Equally the opportunity to build a successful business for Pixability was – and continues to be – a big draw. We have a great product, a great team, and a great opportunity.</p> <p>Time zones can be the hardest part of my job. It can feel like my partners in the US are just gearing up for the day as I am winding down. </p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h3> <p>My short-term focus is on measuring revenue, customer wins, and retention.</p> <p>That will fast develop into greater scrutiny of profitability, to ensure that as we scale resources we don’t lose sight of our core ambition.</p> <p>My goal is to develop a strong European reputation as the partnered solution for successful cross-platform video advertising across walled gardens. </p> <p>My longer-term focus is to deliver strategic value back to the core business. For example, today our partner discussions take place in California.</p> <p>I look forward to the day we can develop and sign off on a partnership with a European platform business.</p> <p>As we develop the organisation, I see a very strong value proposition for the large TV players in all markets.</p> <p>On a personal level, my ambition is to continue to enjoy every day. That involves building a super talented team who aren’t afraid to bring brave new ideas to the fore. </p> <h3>What are your favourite tools to help you to get the job done? </h3> <ul> <li>1x coffee machine plus 2x pairs of Asics trainers keep me fast and sane.</li> <li>TheListInc – an online database tool that helps me to understand the key client and agency relationships in the UK.</li> <li> <a href="https://econsultancy.com/blog/67489-slack-yammer-facebook-who-ll-win-the-collaboration-battle">Slack</a> – a brilliant shared messaging and posting board we use across all aspects of our company – serious and social.</li> </ul> <h3><img src="https://assets.econsultancy.com/images/resized/0007/3429/asics-blog-flyer.jpg" alt="asics shoes" width="470" height="353"></h3> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>After a number of years in commercial roles at what we know as traditional media channels, Google UK hired me as one of a number of new industry leaders.</p> <p>I was tasked with developing new customer relationships in the entertainment and media sector.</p> <p>After Google, I spent some time with Publicis, followed by three early-stage mobile companies, two of which were sold off to European media players.</p> <p>As for what’s next – hold up, I only just arrived and am intent on ensuring Pixability’s success. I’m particularly looking forward to visiting our future office in Shanghai. </p> <h3>Which brands do you think are doing digital well?</h3> <p>Under Armour is definitely creating some noise in the industry and rightly so. By <a href="https://econsultancy.com/blog/67680-cross-device-measurement-what-to-look-for-in-a-solution">connecting data across multiple platforms</a> such as food diaries and activity logs, an unrivalled view of a consumer can be achieved.</p> <p>Equally its approach is very social – the brand cares about what influencers are talking about as much as what it is trying to say across platforms. </p> <h3>Do you have any advice for people who want to work in the digital industry?</h3> <p><strong>To get hired, walk the walk, don’t just talk the talk</strong></p> <p>Demonstrate an interest and proactive approach to digital media – just being on Facebook or subscribing to 50 YouTube channels won’t cut it. Write a blog, become a vlogger, and build a website with ad capability and analytics tools enabled.</p> <p><strong>Build your domain knowledge to be successful</strong></p> <p>Understanding the moving parts of digital media and the technical language is not always a prerequisite for a role but it certainly helps you stand out from the crowd. </p> <p><strong>Be credibly ambitious</strong></p> <p>Hiring takes time and can be expensive so I always look to hire for the second role someone might hold in my company, not the first.</p> <p>Candidates who have a strong awareness of their capabilities and a roadmap of ambition to grow and succeed in the business always catch my attention.</p> <p><strong>Prove numerical capability</strong></p> <p>The ability to interpret data and articulate insight and opportunity from data is crucial.</p> <p>While we operate in a creative industry, it’s no longer acceptable to ‘not be good with numbers’. If you think it’s a weak spot in your armoury, be proactive and learn.  </p> <h3><em>More on digital jobs</em></h3> <p><em>If you're looking for a new challenge in digital, see the <a href="https://jobs.econsultancy.com/" target="_self">Econsultancy jobs board</a> or benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/" target="_self">Digital Skills Index</a>.</em></p> <p><em>Alternatively, if you already work in the digital industry and would like a Day In The Life profile, you can email us via press@econsultancy.com.</em></p> tag:econsultancy.com,2008:BlogPost/67684 2016-03-30T10:00:00+01:00 2016-03-30T10:00:00+01:00 Instagram's new 60-second video limit: Five things brands need to know Patricio Robles <h3>It demonstrates the importance of video to Instagram</h3> <p>According to Instagram, "in the last six months, the time people spent watching video increased by more than 40 percent."</p> <p>While Instagram's popularity can be traced to its origin as a social photo sharing app with a set of slick filters, the now Facebook-owned app has fast become one of the most popular social platforms for video.</p> <p>The company's decision to increase the maximum video clip length to 60-seconds demonstrates that it's looking hard at video and willing to make changes it believes can increase its appeal as a platform for video.</p> <h3>Advertising might be the motivation</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Instagram is getting facebook'ed. For advertising dollars. They are throwing a beautiful thing right down the toilet <a href="https://t.co/3n6G2lSMi5">https://t.co/3n6G2lSMi5</a></p> — Stephen C.T. Wong (@stephenctwong) <a href="https://twitter.com/stephenctwong/status/714886854554882048">March 29, 2016</a> </blockquote> <p>While Instagram says it wants to give users greater flexibility to tell their stories, some suggest that Instagram's move is motivated by a desire to bolster the company's burgenoning ad business.</p> <p>To be sure, the higher limit would seem to give Instagram greater flexibility to introduce new video ad offerings.</p> <h3>It creates new opportunities</h3> <p>A four-fold increase in the maximum length of videos will give brands new opportunities to use video on Instagram.</p> <p>While there is <a href="https://econsultancy.com/search/?only=BlogPost&amp;q=best%20instagram">plenty that can be conveyed in 15 seconds</a>, the higher limit will allow brands to create a wider variety of video content for Instagram's massive 400m person user base.</p> <p>Already, popular musician Selena Gomez has put the new limit to use by publishing a 60-second behind-the-scenes video clip.  </p> <p><a href="https://www.instagram.com/p/BDi5Yr4ujI8/"><img src="https://assets.econsultancy.com/images/0007/3435/selena_gomez.png" alt="" width="800" height="515"></a></p> <h3>Instagram video strategy will become more complicated</h3> <p>The 15 second video limit was a key consideration for <a href="https://econsultancy.com/blog/65150-how-brands-can-be-brilliant-at-instagram-video">brands looking to be brilliant at Instagram video</a>, so the greater flexibility afforded by the new 60 second limit will force brands to rethink their Instagram video strategies.</p> <p>While many brands will likely be eager to take advantage of the higher limit, doing so successfully might not be easy.</p> <p>After all, attention spans are short and just because brands will be able to post videos longer than 15 seconds doesn't mean that users will actually watch them in their entirety.</p> <p>As such, brands will still need to focus on creating compelling content and doing so beyond 15 seconds will introduce new challenges.</p> <h3>Longer video is not an invitation for repurposing</h3> <p>Brands should not view Instagram's change as an invitation to turn their Instagram accounts into a dumping ground for video created for other platforms and mediums.</p> <p>For instance, most brands will probably not find success posting their 30-second televison ads to Instagram just because they now can.</p> tag:econsultancy.com,2008:BlogPost/67678 2016-03-29T09:58:07+01:00 2016-03-29T09:58:07+01:00 A pun-free roundup of excellent Easter marketing campaigns Jack Simpson <h3>Pop-up chocolate ‘bar’ – Carlsberg </h3> <p>Yes, the kings of <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples">experiential marketing</a> – and in fact marketing in general – have done it once again.  </p> <p>What right have they got to hijack an event that has absolutely nothing to do with beer? Oh wait, this is the UK and it’s a four-day weekend. It has everything to do with beer.</p> <p>Carlsberg created a pop-up bar in which everything from the dartboard to the bar stools was made from actual, edible chocolate. The beer taps are real though, obviously. </p> <p><img src="https://assets.econsultancy.com/images/0007/3303/carlsberg-20160323012353676.jpg" alt="Carlsberg pop-up chocolate bar" width="614" height="410"></p> <p><img src="https://assets.econsultancy.com/images/0007/3304/choc-pub.jpg" alt="Carlsberg pop-up chocolate bar" width="614" height="410"></p> <h3>#TheBeauBunny – Hotel Chocolat</h3> <p>Last year Hotel Chocolat had someone dress up as a particularly dapper-looking Easter bunny and tour around 39 of its shops across the country. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hare-raising news - I'm in Tunbridge Wells today! <a href="http://t.co/NTL04RzxOK">pic.twitter.com/NTL04RzxOK</a></p> — TheBeauBunny (@TheBeauBunny) <a href="https://twitter.com/TheBeauBunny/status/583245506501046272">April 1, 2015</a> </blockquote> <p>Using the hashtag #TheBeauBunny, people were urged to take a selfie with the fashionable rabbit and share it on Tiwtter. </p> <p>And guess what? He’s back this year!</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Had a pensive chat with <a href="https://twitter.com/TheBeauBunny">@TheBeauBunny</a> today. England, I've missed you! <a href="https://twitter.com/hashtag/thebeaubunny?src=hash">#thebeaubunny</a> <a href="https://t.co/6EnYZ1Lpst">pic.twitter.com/6EnYZ1Lpst</a></p> — Sarah Button (@bootawn) <a href="https://twitter.com/bootawn/status/712770177377648640">March 23, 2016</a> </blockquote> <h3>#EggsEverywhere – Cadbury </h3> <p>Clearly trying to gloss over the fact it totally ruined Crème Eggs for everyone, Cadbury pulled out all the stops with this experiential campaign by dropping three giant branded eggs into Loch Ness.</p> <p>The stunt was part of its #EggsEverywhere campaign, which also saw people finding chocolate treats hidden around the country and uploading pictures of them to Twitter.</p> <p><img src="https://assets.econsultancy.com/images/0007/3302/CadburyMain-20160304025428411.jpg" alt="Cadbury's Eggs Everywhere Easter campaign" width="640"></p> <h3>Gorilla ad spoof – Aldi </h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Look who’s been spotted at Attingham! It can only mean one thing… Cadbury Easter Egg Hunts! <a href="https://twitter.com/hashtag/eggseverywhere?src=hash">#eggseverywhere</a> <a href="https://t.co/jXJcEGBCwy">pic.twitter.com/jXJcEGBCwy</a></p> — Attingham Park (@AttinghamParkNT) <a href="https://twitter.com/AttinghamParkNT/status/711107608061616128">March 19, 2016</a> </blockquote> <p>Aldi is building a reputation for taking the piss out of popular TV ads in a hilarious way – you may have seen its take on John Lewis’ ‘Man on the Moon’ ad back in November. </p> <p>This video ad mocks the classic Cadbury clip in which a gorilla-suited man drums along to Phil Collins’ In the Air Tonight, but in this version the gorilla plays the drums exceptionally badly after seeing the price difference between Lindt and Aldi’s chocolate bunnies.  </p> <p><iframe src="https://www.youtube.com/embed/RLZNUKo-jbE?wmode=transparent" width="640" height="360"></iframe></p> <h3>Good Eggs – The Co-operative Food</h3> <p>In this video ad, The Co-operative Food dressed a man up in double-arm plaster casts and had him try to eat a sandwich on a public bench.  </p> <p>Secret cameras recorded whether anyone would help the poor guy eat his lunch. Anyone that did offer to help received an Easter egg for their troubles. </p> <p><iframe src="https://www.youtube.com/embed/wY69fyaVb1E?wmode=transparent" width="640" height="360"></iframe></p> <h3>Chocolate bunnies – Reese’s </h3> <p>Perhaps I included this example because I have an unhealthy obsession with peanut butter, or perhaps I just thought it was a funny and clever bit of advertising. You decide… </p> <p><img src="https://assets.econsultancy.com/images/0007/3299/reeses_easter_ad_copy.jpg" alt="Reese's chocolate bunnies ad campaign" width="365" height="495"></p> <h3>#CraftyEggs Vine competition – Mashable  </h3> <p>More <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns">user-generated content</a> here. Mashable invited people to upload Vines of their decorative egg-creation skills under the hashtag #CraftyEggs. </p> <p>Some of the entries were actually pretty impressive, such as this shaving foam (or whipped cream?) and paint number.  </p> <p><iframe src="https://vine.co/v/M1gvpPKiHIe/embed/simple" width="600" height="600"></iframe></p> <h3>Chick-Cam – Happy Egg Co</h3> <p>This brand is – as you would hope by its name – all about treating egg-laying chickens as humanely as possible.  </p> <p>Happy Egg Co launched a live ‘Chick-Cam’, via which people could following the life of an egg, from incubation to the moment the fluffy little yellow things emerged.  </p> <p>Viewers were invited to name each of the 17 eggs involved, and on the final day Happy Egg Co snuck in a golden egg, with the first five spotting it and writing in winning a prize.   </p> <p><iframe src="https://www.youtube.com/embed/M2EMrMhtiG0?wmode=transparent" width="640" height="360"></iframe></p> <h3>Lunch for the price of an Easter egg – Aldi </h3> <p>Aldi and its main competitor Lidl have undoubtedly shaken up the UK grocery market by offering decent food at much lower prices than the mainstream supermarkets.  </p> <p>This campaign from the former plays upon that selling point by offering people a full Easter lunch for ‘the price of an Easter egg’ – calculated to be £3.80 in this case, or £15.19 for a family of four.</p> <p>The lunch includes:  </p> <ul> <li>Whole Leg of Fresh British Lamb (£3.79 per kilogram).</li> <li>Maris Piper potatoes (£1.89, 2.5kg).</li> <li>garden peas (69p, 907g).</li> <li>fresh carrots (45p, 1kg).</li> <li>Bramwell's Mint Sauce (39p, 180g).</li> <li>New Zealand Pinot Noir (£6.99, 75cl).</li> <li>Specially Selected Hot Cross Buns (99p, 4 pack).</li> </ul> <h3>#GiantHen – Asda</h3> <p>Many sci-fi writers of old turned out to be alarmingly prophetic, but we can only hope that isn’t the case with creators of Asda’s latest Easter <a href="https://econsultancy.com/blog/67638-seven-tips-for-driving-an-emotional-response-to-video-marketing">video ad</a>. </p> <p>That said, some people may relish the idea of being pecked to death by a 30-foot chicken made entirely of chocolate, provided they could bite a few chunks out of the beast on the way out. </p> <p><iframe src="https://www.youtube.com/embed/v9-IlxRcso4?wmode=transparent" width="640" height="360"></iframe></p> tag:econsultancy.com,2008:BlogPost/67676 2016-03-28T17:25:00+01:00 2016-03-28T17:25:00+01:00 Algorithmic analysis of facial expressions? Don't make me laugh. Ben Davis <h3>Cons</h3> <p>I was perhaps facetious with my headline - this is technology that <a href="https://econsultancy.com/reports/top-100-digital-agencies-2015/">big media agencies</a> will need to be convinced by, and with all the noise in the ad tech world at the moment, it will only succeed on merit.</p> <p>Nevertheless, it feels like there is a backlash against targeted ads at the moment - with some believing segmentation of audiences leads to dilution of a big idea in favour of atomised creative.</p> <p>I lean slightly towards the creative angle on this one, and though this facial analysis tech is more about user testing than targeting audiences, it still plays a role in the same debate - <em><a href="https://econsultancy.com/blog/67628-should-we-be-in-the-creative-s-corner-against-programmatic">shouldn’t we just trust our great creative minds</a>?</em></p> <p><strong>It provides insight after the fact</strong></p> <p>You’ve created your incredible new ad. You show it to a focus group using this new technology and despite impassive feedback, their faces hint they are confused and disgusted. Back to the drawing board.</p> <p>Of course, this is an oversimplification. Creative doesn’t have to be polished before focus groups are conducted, but great creative, in essence, will always be a punt of sorts.</p> <p>Focussing efforts on just one big idea is how creatives are used to working.</p> <p><img src="https://assets.econsultancy.com/images/0007/3307/focus.jpeg" alt="focus group" width="300" height="168"></p> <p><strong>It can't be done at scale</strong></p> <p>Focus groups, though representative samples, simply aren’t carried out at a great enough scale to reliably estimate nationwide reaction to a video ad.</p> <p>Yes, they can inform in the research phase, but beyond that, predicting ad success is difficult. Many expensive campaigns have fallen flat and will undoubtedly continue to do so (facial analysis or not).</p> <p><strong>Reactions don't necessarily correlate with shares and sales?</strong></p> <p>There are plenty of companies investigating the tracking of video viewers (e.g. TVision and Unruly).</p> <p>One of the difficulties is correlating reactions to subsequent actions of viewers. What makes a viewer share via social media, engage in word-of-mouth, buy a product etc.?</p> <p>Disgust doesn’t necessarily mean viewers won’t share (or buy), delight doesn't necessarily mean they will. It’s this area where <a href="https://econsultancy.com/blog/63498-the-science-of-sharing-videos-marshalling-the-subjective/">Unruly’s ShareRank methodology</a> attempts to help, but ultimately, as eloquently expressed in a post by the Ad Contrarian, <a href="http://adcontrarian.blogspot.co.uk/2016/03/data-vs-probability.html">a great idea is the best way to play probabilities</a>.</p> <p><strong>It won't spot context or a 'grower'</strong></p> <p>Reaction to creative is contextual and changes over time.</p> <p>To some extent, reaction to an ad can never be predicted. That doesn't mean it's not worth trying, but it also could mean that some bolder or more oblique ads might fail initial focus groups, as they need time to take hold.</p> <p>Not every great piece of art is accepted in the beginning. And ad creative should aspire to art. </p> <p><strong>It bolsters mediocre creative</strong></p> <p>Tears are rolling down my face and I'm smiling/laughing. No software needed to see I'm enjoying myself.</p> <p>If software is needed to gauge people's reactions to a video, isn't there a chance that video isn't doing its job?</p> <p>Okay, some ads need to be subtle, but mediocre creative should not be 'validated' by technology, when the gut is unmoved.</p> <p><img src="https://assets.econsultancy.com/images/0007/3308/ludovico.jpg" alt="ludovico" width="350"></p> <p><strong>It may erode brand trust in creatives</strong></p> <p>This debate boils down to the incremental dumbing down of media.</p> <p>I'm not one to bang that drum (I watched the original Big Brother and enjoyed it), but advertisers at some point lost appreciation for the art.</p> <p>Display lost its way partly due to technology; obsession with impressions led advertisers and publishers to forget about the subjective, which contributed to <em>both</em> terrible UX and forgettable ads.</p> <p>Backing creatives is the only way to turn round display advertising, either in video or native placements.</p> <h3>Pros</h3> <p><strong>We may better understand emotional triggers </strong></p> <p>Getting a better understanding of how emotions are triggered and what action this results in can only be advantageous.</p> <p>If Mediacom builds up a dataset/library of reactions over time, there's no doubt it could prove invaluable.</p> <p>We're all familiar with how difiicult it is to cut through the noise on social, without vast amounts of paid placements. Anything that can <a href="https://econsultancy.com/blog/67325-11-pivotal-social-media-trends-for-2016/">crank up the organic share count</a> is worth investment.</p> <p><strong>People lie</strong></p> <p>Qualitative feedback can't always be trusted. As any product designer will tell you 'people don't know what they want until they see it'.</p> <p>Using facial analysis algorithms may help to tease out what video viewers really want.</p> <p><img src="https://assets.econsultancy.com/images/0007/3309/lie.jpeg" alt="liar" width="355" height="142"></p> <p><strong>Ad spend and above-the-line is expensive</strong></p> <p>The money spent on creating TV and video ads is enormous, as is subsequent media spend.</p> <p>Any technology that can reduce the odds of failure is worth it.</p> <p><strong>It might stop a clanger</strong></p> <p>Same logic. If this tech was used religiously, perhaps we would never have seen those famously bad ad campaigns (such as Duffy on a bicycle and Halifax's 'ISA ISA Baby').  </p> <p><strong>User testing is vital for web design</strong></p> <p>User testing and focus groups have already proved their worth. Okay, so user testing of websites (using similar eye-tracking tech) is interactive and more conclusive, but essentially this tech offers a more definitive way of measuring attention.</p> <p><em>What do you think?</em></p> <p>Let me make it clear, I've never worked in a media agency or been an advertising creative. So, where do <em>you</em> think algorithmic analysis of facial expressions will lead? </p>