Right Brain, Left Brain Blog

19 August 2014

A decade of change for TV: infographic

Over the last 10 years, we’ve seen an explosion in the number of screens, devices and services available to watch TV, but how has this affected the way video is consumed?

Global broadcast solutions provider BroadStream has released a new infographic that looks at the changes in viewing habits over the last decade. It found that 85% of people still prefer to watch TV on the biggest screen in their home, as well as watching their favourite shows live rather than on catch-up services.

Check out the infographic below for more findings about TV viewing then and now.

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18 August 2014

The 5 biggest mistakes most marketers make when targeting millennials

Sayvenn

The most common mistakes in Millennial marketing, so you can avoid them - written by a Millennial.

Millennials are a tricky bunch. They're a huge generation raised on tech, hyper-speed media, and rapid-fire cultural change, making them difficult for previous generations, not to mention marketers, to understand. At Ypulse we've studied Millennials day in and day out for a decade, and for every successful campaign aimed at young consumers that we see, there are three more that miss the mark. Luckily, we've rounded up some of the biggest, most common mistakes we've seen in Millennial marketing, so you can avoid making them.

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15 August 2014

How the advertising world reacted to Robin Williams’ death

Robin Williams sadly died on Mon 11th August, 2014 at the age of 63 following a long, hard battle with depression. But as fans around the world took to social media to mourn the loss of, who for many was, a childhood favourite, they weren’t the only ones paying tributes…

Here are a few of our top most moving tributes:

1. Apple - “Remembering Robin Williams”

In a rare but special move, global tech giant Apple has set up a dedicated ‘Remembering Robin Williams’ tribute web page on its website.

Apple web

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13 August 2014

Sod incremental. To succeed businesses must think small!

Imagine the scenario: It’s planning time and budgets are still really tough. Many consultancies and agencies will be talking to their clients about incremental growth, incremental volume, incremental profit, and incremental process improvements.

It’s such a lovely, feel-good adjective. It’s like the growth is there so long as you can find best practice, harness capability and galvanise action… yes, this is straight from the manual of consultants’ ‘bullshit bingo’. 

The problem with ‘incremental’ is that it says improvement, but with no real effort or worse, anything will do. While businesses are shuffling the deck chairs looking for internal best practice, the consumers and market are making their own best practice. And, at a pace that will outrun any ‘ways of working’ manual or online toolkit.

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12 August 2014

Staying relevant at every stage of the buying process

Very generally speaking, the consumer buying cycle can be broken down into three stages: awareness; consideration; and purchase. Traditionally, this was quite fragmented across platforms, while digital has meant that you can theoretically hit all the stages online, in many ways it has also made the process more complex.

According to Forrester, today’s buyer could be anywhere between two thirds and 90% of the way through their buying cycle before reaching out directly to the brand, because they are now so much more in control of the process. Furthermore, that process is now much more fluid and non-linear. 

This creates a problem for marketers who are trying to target particular consumers along this journey. Fortunately, the amount of data available online today means there is help at hand for marketers to prepare more targeted media plans. Publishers know their readers and the kind of content experiences that resonate with them most, and now the data and tools are available to engage with those consumers more efficiently. Indeed, now that we have all this information, marketers are urged to engage with consumers in more personalised ways online.

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11 August 2014

Pretargeted ads: Your new BFF?

Say venn

“Shwing!” - Wayne and Garth, Wayne’s World

Anyone who's ever bought something online - only to have the same item you just bought stalk you around the Web like an evil twin for weeks - knows what retargeted ads look like. Yes, they work, and they work pretty well. Three out of four consumers notice retargeted ads. And even though 37 percent of consumers say they are put off by retargeted ads and 47 percent say they ignore them, retargeting leads to high conversion rates with lower costs per click, according to an extensive survey conducted by Marketing Land late last year.

The trouble is, retargeting is based on the past. Or as Tom Goodwin in AdAgeput it: "There is no time in my life I am less likely to buy some white pants, a toaster or a flight to Los Angeles than after I've just bought these items, yet that's precisely the time I see ads for these products or services."

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08 August 2014

The latest happenings in the world of media

Cream Global brings you a weekly round-up of the latest goings on in the world of media and advertising (courtesy of our sister publication M&M Global) and a peek at what’s new on Cream.

Ogilvy scoops global Allianz creative

Insurance group Allianz is believed to have appointed WPP agency Ogilvy to handle its global creative account. Read more…

Twitter introduces objective-based campaigns

Twitter is to attempt to up ROI for advertisers and brands by introducing what it is calling “objective-based campaigns” aimed at SMBs. Read the full story here…

Grolsch

VCCP awarded UK Grolsch advertising

VCCP has been awarded the UK advertising account for Grolsch. Incumbent Karmarama is said to still be tasked with digital and social projects for the beer brand. Read more…

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06 August 2014

RTB Explained (in one handy infographic)

Real-time bidding (RTB) is one of those ‘relatively’ new buzzwords in the world of online advertising. But some of us still struggle to get our heads around what exactly it is and how it works. We’ve been scouring the web to see if we can find a simple visual explanation to tell you everything you need to know about RTB in one place. And I think we’ve found it!

All it takes is a few handy diagrams, a few weird looking cartoon characters and here you go - everything you need to know about real-time bidding:

Continue reading "RTB Explained (in one handy 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.

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