Right Brain, Left Brain Blog

30 January 2015

Outdoor Ad of the Week: This is the New Lexus (Australia)

There’s no real effort on our part to hide the fact that we love a bit of outdoor advertising over here at Cream. The opportunities that digital technology now gives the medium means that campaigns are getting more interesting and the latest outdoor campaign from Lexus in Australia takes this to a whole new level.

Working with M&C Saatchi Australia, the car manufacturer has taken over specifically engineered smart billboards at key high traffic sites in Sydney, Melbourne, Brisbane, Adelaide and Perth. Through clever technology, the billboards are able to track the brand, model and colour of cars approaching the sign and present the driver with a personalised message encouraging them to switch to a Lexus. For example, ‘Hey White Evoque, it’s never too late to cross over. This is the New Lexus.’ Apparently, it features more than 80 different configurations of dynamic messaging, which can be tailored to a range of variables based on the time of day, weather and traffic conditions.

This ground-breaking extension of the ‘This is the New Lexus’ campaign is a collaboration between Lexus, M&C Saatchi, APN Outdoor and TMS. We love it!


How to: Navigate the marketing tech landscape in 2015 [infographic]

Technology plays a vital part in marketing today. But with the number of “martech” [which means marketing technology, in case you hadn’t guessed] companies having doubled between 2014 to almost 2,000 in 2015, it’s no surprise that we’re still struggling to get our heads around them all.

But don’t fear – we can all breathe a sigh of relief, because the wonderful Scott Brinker of ChiefMartec has released the latest Marketing Technology Landscape – a long-running graphical view of the martech space and the companies that sit within in. Thank you Scott!

Pre-warning: there’s a lot of stuff crammed into this one chart, so be prepared for a lot of zooming [and maybe don’t tackle it after a glass of vino or two!]





29 January 2015

Print Ad of the Week: Responsible Young Drivers Campaign (Belgium)

Let’s face it, we’re always glued to our smartphones and social media has a major role to play in that. Everyone does it, there’s nothing wrong with it. But there’s one place where it isn’t alright and that’s on the road, when driving.

Responsible Young Drivers, a road safety volunteer organisation for and by young drivers in Belgium, are honing in on that message and ad agency ESA Saint Luc Tournai has created an impressive series of print ads to illustrate the point, all captioned with: “[Facebook/Twitter/Snapchat] have no place on the road. Using the phone while driving is responsible for 1 accident in every 10.”

Check them out below:

Drive fb


Continue reading "Print Ad of the Week: Responsible Young Drivers Campaign (Belgium)" »

26 January 2015

Harnessing the power of social to build virally aware sites

Social media isn’t everyone’s best friend, contrary to popular belief. It’s regarded as surprisingly ‘Marmite’ and is arguably both the biggest opportunity and the most troubling threat for marketers and publishers since the birth of the internet - perhaps even since the birth of the telephone.

Living so much of our lives online, we regular folk can now watch ads, enjoy editorial and comment on just about anything, all in real time. Once, we were blissfully passive consumers, willingly receiving a stream of messages brought to us via mass media; now, we have the power to make or break ads or content, simply by hitting a ‘like’ or ‘share’ button.

Anyone who doubts the power of social media to deliver a body blow to a brand only need look at some of the biggest marketing own goals of 2014 – like US pizza company DiGiorno, which contributed the comment “You had pizza” to #WhyIStayed, without stopping to think that the discussion was all about why women remained in abusive relationships.

Continue reading "Harnessing the power of social to build virally aware sites" »

20 January 2015

Will this be video advertising's breakthrough year?

A lot can happen in a year, especially in an industry as fast-paced as ad tech. For video advertising, in particular, 2014 was undeniably a watershed year. Digital video took a giant leap into programmatic buying, experienced huge gains in both viewership and ad spend, while continuing a wave of consolidations.

With such an eventful year under our belts, I’m confident that this will be the year that online video advertising fully ‘grows up’ and comes into its own. Here are three major signs that signal why 2015 is set to be a breakthrough year for video advertising.

1. Programmatic video goes mainstream

Technology has transformed digital media buying, as advertisers and publishers continue to lay the groundwork for a fully automated video ad future. Programmatic video ad sales in EU-5 reached €226m in 2014, according to eMarketer, and is expected to soar 63.5% this year to reach €369m by the end of 2015.

Advertisers and agencies are already sold on programmatic, but in 2015 we will see publishers fully embrace programmatic technology as they begin to realise the huge opportunity it represents for efficiency and financial growth. We can also expect to see gains in open, RTB-based video ad exchanges, as advertisers seek to consolidate their video ad buys via a single programmatic platform. Both advertisers and publishers will become more empowered by data, enabling video to deliver more concrete results.

Continue reading "Will this be video advertising's breakthrough year?" »

19 January 2015

Brands, make 2015 the year of living dangerously

Be real, embrace risk, and people will love you, Sense’s Alex Smith tells brands.

The walls that surround traditional “fictional” advertising media, the edges of a screen or a page, are not just a frame that allows creativity to flourish within – they’re a cage. They’re fundamentally meant to protect us, the public, from the idea within, and protect the idea from us. They guard against accident and harm.

When you take an idea out of a media space into the “real world” (calling it experiential, physical, live, or whatever takes your fancy), this protection is removed. We’re free to attack them, and they’re free to attack us. No longer is the creative cosily incubated in a climate-controlled bubble – things can and will go wrong.

And people being people? They love it. So make taking risks your New Year’s resolution.

In risk there is titillation, the buzz of pleasure at the unfolding of shocking events, the guilty familiarity of schadenfreude, the adrenaline of fear. When an idea has to perform in the real world, all these things are possible, and the creative becomes exponentially more impactful.

Continue reading "Brands, make 2015 the year of living dangerously" »

16 January 2015

2015 Ecommerce Predictions – US and UK

According to an eMarketer report, B2C ecommerce spend in the USA will stretch to $538.9billion in 2015 (an 11.4% increase on last year). As America holds on to its title as the largest international ecommerce market, it’s no surprise that European businesses are looking to pack up and expand to the states. To help you along, we’ve listed four tactics that every marketer should be adopting in the year ahead.

2015 US and UK Predictions

As mobile users tap away more than ever, and desktop use begins slowing down, we’re predicting big changes in marketing practises.

Social Ad Focus will grow

72% of all internet users are now active on social media (Bullas), and they’ve never been more targetable. With social ad algorithms now filtering demographic, geographic and social profiling, it’s quickly becoming one of the most affordable and efficient ways to reach your target audience.

We’ll see more Video Content 

2014 saw the rise of visual content marketing with infographics spreading across magazines, blogs and social media. But with the industry rapidly progressing, it could see the focus progress to video marketing as it offers a more engaging way to grasp the consumer’s attention.

Continue reading "2015 Ecommerce Predictions – US and UK" »

13 January 2015

Four ways retailers manipulate your senses [infographic]

If you notice that display racks this holiday season are nicely scented, it’s not just shops are tidier at year’s end. Scents like citrus and floral can make you linger and stay alert in the shop to buy more. Marketers believe scents do sell, with an increasing number of scientific studies backing such claims, that the whole act spawned a new marketing sub-industry: scent marketing. It reminds us of germ warfare, an unseen weaponry that has your wallet in the crosshairs.

Real estate agents are already deploying this trick to unsuspecting buyers; the smell of freshly baked goods is said to encourage prospects to buy property during ocular visits. Similarly, talcum powder makes you feel nostalgic and, perhaps, want to buy that cushioned reading chair you don’t need.

The use of scent is just one of four sensory marketing tricks being used on us by shops eager for more sales. Collated in the new infographic below you can find a number of scientific studies that indicate what we see, hear or touch affect our buying decisions. You’ll be surprised at some of the seemingly unrelated factors that have a profound effect on your shopping. In one experiment published in the Harvard Business Review, participants were found to be a harder bargainer when sitting on a hard chair.

Likewise, you may already know that colors have meanings. For instance, sale signs are in red (urgency) and many insurance logos are in blue (trust). You’ll also get an idea how a number of your favorite shops, such as Bloomingdale’s, Apple Store, and Nike Town, lure you by playing tricks on your senses. Do you know why Apple Store leaves its notebook display half-open, or why you suddenly crave for a tropical vacation while inside Bloomingdale’s?

Check out the infographic and see what tricks retailers play on you:

Continue reading "Four ways retailers manipulate your senses [infographic]" »

About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

Cream Subscribers

Other C Squared Products

C Squared logo

© C Squared Holdings Ltd.

115 Southwark Bridge Rd,
London, SE1 0AX.

Registered Number: 5272863
VAT REG NO: GB127 6174 12

Made with Fantastic Thinking