Right Brain, Left Brain Blog

69 posts categorized "Branded content"

26 March 2018

It’s time for creatives to take back control of advertising

Awe

Artificial Intelligence and digital marketing are currently dominated by technologists, but it’s time for creatives to take back control of advertising and make it all about “creating desire” again, rather than about tricking people into watching content. 

That was the argument made by ad industry guru Sir John Hegarty during a Time Inc. UK-hosted panel discussion, entitled ‘Sorry, I didn’t mean to damage the brand, it was taken out of context’ at Advertising Week Europe in London. The panel had been invited to discuss the hot topic of whether context was more important than content in today’s digitally-driven media landscape. 

Continue reading "It’s time for creatives to take back control of advertising" »

13 March 2018

Tried and Trusted: Restoring faith in media

Carla fariaConsumer trust in media is falling by the week, to the point where some of us feel a bit like polar bears, looking frantically on as the arctic ice cap melts away. Ideally, we need the media equivalent of the Paris climate accord to reverse the current situation; but I’d settle for protecting trust in the more contained world of commercial content, which feels somehow more achievable.

But is it? Are there failsafe ways of ensuring that commercial content is always worthy of trust?

A good place to start is to explore what makes humans trust other humans. After all, until robots decide that homo sapiens are useful for nothing but reality TV pratfalls, quality content will continue to be conceived and created by people.

Let’s start by looking at the qualities that engender trust, four of which deserve particular focus:

Affinity: understanding that the person across from us is actually a bit like us. Whether it’s the way we dress, utter devotion to the same footie team or a mutual appreciation of manga comics, affinity instantly creates trust.

Ability: if someone has greater expertise in a field than we do and they can demonstrate it, we will give ourselves up to their higher knowledge and experience.

Integrity: proof that someone does what they say they’re going to do, over and over again. They’re true to their word. They show up. Who wouldn’t trust someone who consistently demonstrates integrity?

Benevolence: perhaps the most compelling of the four qualities. When someone urges us to do something not just because they will benefit but because they care about the outcome for us, we trust them.

So, if these qualities are the cornerstones of trust in everyday life, the same should be true of trust in commercial content. How do we adapt these qualities for our world?

Continue reading "Tried and Trusted: Restoring faith in media" »

28 November 2017

Is the digital ad industry turning a content corner?

We live in an age of hyper media consumption. Whether as individuals or businesses, never before have we been presented with so many ways to communicate with each other. 

People now have access to constant communication and, in the digital landscape, a seemingly never ending choice of channels and devices to choose from. Businesses have taken advantage of a growing and increasingly sophisticated range of digital marketing solutions to converse with their consumers alongside traditional media.   

So are we facing communication overload? And how can businesses rationalise their comms strategies and make sure they are connecting with the right people on the right device at the right time? 

Continue reading "Is the digital ad industry turning a content corner?" »

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 

Continue reading "Best of the Ads: Super Bowl LI" »

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.

Continue reading "Preditory Thinking: Will 2017 see the dawn of the Preditor in advertising?" »

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:

Continue reading "5 tips for brand collaboration with content creators" »

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" »

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