Right Brain, Left Brain Blog

4 posts categorized "Channel Development"

14 October 2016

Could Yahoo’s new “smart” billboard transform OOH advertising?

Yahoo pic

Yahoo has filed a patent for a new type of “smart” digital billboard that could potentially transform the OOH industry by taking data collection via the medium to a whole new level.  

Remember that scene in Minority Report where Tom Cruise walks through the shopping centre and gets bombarded with advertising? It’s sort of like that, but maybe not quite to the same level…

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12 July 2016

Is cinema the real advertising innovator?

Advertising’s being driven more and more by digital innovation, so it was great to see my favourite channel, cinema, hailed by John Hegarty at Cannes Lions this year as a fantastic medium. This led to comments in the press along the lines that good old fashioned cinema continues to perform well without being seen as particularly innovative.

Traditional, maybe. But old fashioned and lacking innovation? I don’t think so!

To me, cinema is both pioneering and innovative. It was arguably the first truly immersive media experience, and over the past 20 years, cinema tech has evolved massively in terms of both sound and vision – take 3D, for instance. Meanwhile, the growth of the multiplex has made cinema a destination in itself, not to mention the boutique explosion, with  luxuriously comfortable seats and the ultimate in comfort food and drinks on tap. This has driven us all to fall even more in love with the movies, delighting in being a captive audience sharing the experience with family and friends, where ads are simply seen as part of the experience – to my knowledge, no one has ever left to make a cup of tea while they’re showing!

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04 January 2016

Top 4 advertising trends for 2016

It’s a New Year which means a new wave of innovation is coming and rather than worrying about how to keep up with the marketing trends for 2016, the folks over at MDG Advertising have highlighted the four top trends to be aware of when planning how to spend your ad budgets.

  1. Digital advertising to overtake TV
  2. Mobile will be the fastest growing segment
  3. Keep an eye on digital video
  4. Facebook is increasingly dominant

Even better, they have pulled it all together into one handy infographic. Check it out below…

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14 September 2015

Every brand’s new secret weapon

Make no mistake, your brand’s value now relies or will soon rely on two-way participation experiences with your customer. And it’s not just Generation X or Generation Y. The rise of digital media, followed by increasing smartphone and tablet ownership has resulted in a highly fragmented communications landscape, making it more and more difficult to engage with all generations through traditional marketing techniques.

What’s more, people have become increasingly marketing savvy and with the help of digital filters are adept at filtering out messages that don’t interest them. In some countries nearly one quarter has adblocking software installed, 1 in 5 in the UK. Bombarded by thousands of marketing messages by businesses and brands offering similar products and services, it’s not only tough to reach your target audience, but also to make an impact when you do.

Consequently, marketers are always looking for a platform that allows them to communicate their brand benefits to an engaged audience willing to listen. They want more personal conversations with hot leads and more participation from customers to help develop products and services that people actually want.

It’s no surprise then that brands are turning to experiential marketing to satisfy this need. Once seen as the poor relation in the marketing mix, it is increasingly becoming a key part of marketing campaigns and marketers’ new secret weapon by not only immersing people in a brand through interaction and participation, but also being highly shareable across digital media.

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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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