Right Brain, Left Brain Blog

66 posts categorized "Branded content"

03 February 2017

Best of the Ads: Super Bowl LI

As hype builds in anticipation of the Super Bowl LI (which takes placed this Sunday 5th Feb), once again ad land has been busy as brands vie to create the most watched and memorable ads of the year. We've rounded up some of the best ads we've seen so far – and yep, you've guessed it, there are Hollywood stars, a large dose humour and cute animals galore. Check them out below.  

Skittles | Romance 

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31 January 2017

Preditory Thinking: Will 2017 see the dawn of the Preditor in advertising?

The term Preditor was first coined in broadcast TV production in the early 2000’s. The role was originally the amalgamation of a Producer/Director and an Editor, hence Pr/Editor.

The reason the role came to exist was largely due to budget pressures. Independent production companies were required to create TV programming for much tighter budgets than before and advances in affordable digital editing software such as Adobe Premiere, meant that freelancers could now edit from the comfort of their own home on a decent-spec computer.

Since then, technology has taken several leaps forward. Digital SLR cameras can now shoot in 2k and 4k and, in the right hands and with the right brief, can be used to capture amazing quality content with a crew of just one.

Complex offline and online editing can now be achieved with a Macbook Pro wherever you are in the world and a new breed of filmmaker is emerging with skills across all formats, creating self-made films of a quality which 10 years ago would have been unthinkable.

Enter the new breed of Preditor.

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16 September 2016

5 tips for brand collaboration with content creators

Brands should focus on content creativity if they want to increase their sales. Well that’s the lesson that came out of a new piece research from Yahoo, unveiled at Dmexco this week.

The study, which focused on the attitudes of Tumblr users towards brand content, found that more than two thirds (68%) of daily users in the UK and Germany are more likely to buy from brands that share content they like on social media. In fact, almost three quarters (74%) of respondents agreed that brands can sometimes come up with the most entertaining content. A further 70% said that the source of content doesn’t matter, as long as it provides value and is something they want to read or watch.

The power of influencers was perhaps the most interesting of the findings. Three in four daily Tumblr users feel closer to a brand when it uses influencers to reach them. [Note from Cream Ed: Check out the winner of the brand new for 2016: Best Use of an Influencer category at this year’s M&M Global Awards].

Off the back of the new research, Yahoo has offered five guiding principles to for brands to consider when collaborating with content creators. Check them out below:

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01 July 2016

Shop on the spot: Welcoming shoppable video to the mainstream

TV viewing figures are on the decline. The UK has seen a 13 per cent drop in viewing in the past two years, according to Accenture – far from promising for TV advertisers. Conversely, due to a deluge of platforms, services and devices, online video is stronger than ever.

The IAB reports that the UK’s online video ad spend grew by 56 per cent to £292m ($387m) in the first half of 2015, demonstrating the recognition of the ad potential of online video. Its latest iteration, shoppable video, brings another opportunity to win over brands and advertisers who may have otherwise been unconvinced of its success.

Ads that earn money in seconds

Shoppable video provides a direct route to commercial opportunities, by providing a link to shop the products featured in the video. Burberry’s runway video, for example, incorporates new looks with the purchasing experience, allowing viewers to scroll fashion stills, click for more information, and buy. By combining video with an interactive component, brands can capitalise on‘in the moment’ consumer impulses. 

Many have been quick to realise the potential that shoppable video holds and are beginning to experiment with the format, developing innovative campaigns that take advantage of the decreased gap between purchase inspiration and transaction completion.

 

Continue reading "Shop on the spot: Welcoming shoppable video to the mainstream" »

14 June 2016

The dark side of content marketing

Blog 1I recently came across a post on Facebook that was generating a lot of traction. No wonder – it linked to a story revealing a way to beat online casinos.

The rich narrative explained how Rob Lawrence, 28, was spilling the beans about his money-making strategy “to piss off the online casinos who shut his accounts”. He’d been told about the lucrative system from an uncle, a former casino employee now serving time in prison.

The first thing that raised alarm bells was the use of links in the explanation of how the scheme worked. You won’t find this in the original ‘Evening Mail’ story above because the strategy page it linked to has been removed, but you will find it in this other version of the campaign posing as a blog – there are several across the web.

Under ‘Step1 – Where to play’ it says: “The casino that let me get away with the most was Bwin – you’ve probably seen them advertised on the footy.” The word ‘Bwin’ was hyperlinked, which struck me as odd, but I carried on reading – I was curious to discover how the casinos could be beaten.

The game was roulette, and the advice was to pick a “rare event”, such as five of the same colour coming up on consecutive spins – the probability of which is 2.78% (on a roulette table with a single ‘0’). Once this happens, the recommendation was to bet on the opposite colour. So after five blacks in a row, you should then bet on red – and vice versa.

Continue reading "The dark side of content marketing" »

02 February 2016

Top 10 branded Vines - Walkers, Lego, Adidas and more...

It's hard to believe that Twitter's short form video sharing platform Vine has been around for three years now. It was one of the first platforms that paved the way for the new era of snackable video content giving brands new and creative ways to share content.  

To mark the occasion, Vine has selected 10 of the moment memorable six second clips from brands in the UK throughout 2015. Fancy a bit of inspiration? Then check them out below: 

Walkers - #BackToTheFuture 

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17 November 2015

Top Christmas ads 2015… so far

Christmas ads have become a bit of an event in themselves. No longer do consumers wait for the Coca Cola Christmas truck to grace their screens to mark the official start of Christmas, but a host of other brands have earnt themselves a bit of a name in bringing in the festive season. And this year has served up quite a few Christmas crackers.

Check out our pick of the top 7 festive ad offerings of 2015 so far…

‘Man on the Moon’

Brand: John Lewis
Agency: Adam&Eve/DDB
No of video views: 13,391,765*

One of the most eagerly anticipated Christmas ads of the year, British retailer John Lewis tells the story of a young girl determined to bring Christmas to a lonely old man living on the moon.

Continue reading "Top Christmas ads 2015… so far" »

06 November 2015

Christmas Ad of the Week: John Lewis ‘Man on the Moon’ (2015)

Jl 1

With Halloween now behind us, British retailer John Lewis sure knows how to get us in the Christmas spirit and what better way to mark the start of the festive season than unveiling its 2015 Christmas ad this morning (November 6).

In fact, it has become quite the tradition now as consumers around the world eagerly await this day every year (in fact, I even heard one say that they get more excited about the John Lewis Christmas ad than Christmas itself!)

And this year’s offering certainly doesn’t disappoint. Taking the key elements that have proven so successful in its past campaigns – tapping into customer emotions, centring on the connection between two characters and linking perfectly with the message to ‘Show someone they’re loved this Christmas’. 

Continue reading "Christmas Ad of the Week: John Lewis ‘Man on the Moon’ (2015)" »

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  • 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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