Right Brain, Left Brain Blog

36 posts categorized "Insight"

01 September 2015

Less argument, more service

Constantly thinking up smart ways to try to convince people your product is great is exhausting for brands, agencies… and consumers. But there is another way, says Alex Smith, Planning Director at real world marketing agency Sense.

Hard to believe sometimes, but advertising is actually a service.

That sounds hopelessly quaint doesn’t it? In between agencies’ fantasies of working in the entertainment industry, and brands’ desire for ever higher profits, we sometimes forget the silent partner at the table – the humble consumer. 

For them, advertising is not where they turn for whimsy and ‘engagement’ (believe it or not, there’s actually a whole media industry out there devoted to just that, and which doesn’t have to flog products while they do so), and they also couldn’t give a hoot how healthy ‘x’ company’s bank balance is. Their needs are more simple: “Inform me of the things out there that will enrich my life.” 

Creating ‘service’ ads the achieve this – ads that people find useful – is quite tricky to deliver, however, for the simple reason that by definition they require a product that people actually need or want.

Take for example a concert or festival poster:

  Blog1 Blog2

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04 August 2015

Mobile ad spend trends from around the world

Mobile advertising can operate through SMS advertising, apps, mobile websites or even mobile search. Through all of these methods, brands are gaining brand awareness, customer loyalty and, ultimately, conversions.

According to the GWI Device Summary, 31% of all web pages are now being served to mobile, a whole 39% increase from last year. These numbers are growing at a staggering rate with predictions that mobile will not only catch up with desktops but overtake them in the near future. But how does this affect businesses’ ad spend around the world?

Five countries, Russia, China, USA, Brazil and UK, were examined with ad-spending statistics provided by eMarketer to demonstrate the growth of mobile advertising and how different countries approach this in regards of advertising.

Emarketer

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20 July 2015

There's more to travel user-generated content than meets the eye

Travel ugc pic

There is a treasure trove of untapped marketing potential in travel user generated content (UGC) for both publishers and advertisers. The key to accessing it is effective classification. When classified in the right way, travel UGC presents publishers with a golden monetisation opportunity, while making it easier for brands to target their advertising.

No longer do holidaymakers wait until they return home to develop the snaps they’ve taken on their disposable cameras, now they post them in real-time via their mobile or laptop straight to their favourite social media channels. In fact, a new infographic released this week from Stackla [see more below] highlighted that, as of June 2015, more than 47 million #travel photos have been posted to Instagram alone.

The good news for brands is that 40% of millennials rely specifically on this sort of content to inform their future travel plans.

Herein lies the advertising opportunity. If this content can be accurately classified, it can be sold to brands as a key advertising opportunity, allowing them to target their ads to the subject of the image. Up until recently, only contextual data could be used to classify a picture based on the text around it. But this can be hit and miss, creating the danger of ads being placed alongside inappropriate images.

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29 June 2015

Report: Is the future brighter for independent digital agencies?

Soda

According to the latest edition of The SoDA Report, compiled by SoDA - The Digital Society, more than 60% of client-side marketers choose to work primarily with independent shops on digital initiatives - signalling a bright future for the independents with a commanding position on clients’ agency rosters.

Overall, the report presents an optimistic future for digital agencies, with more and more digital shops taking the role of ‘lead’ marketing agency. Almost half of clients surveyed have either increased their digital budgets or moved traditional marketing spend into digital – versus only 9% of clients having decreased their digital marketing budgets.

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22 June 2015

Mobile dads – and why you should target them [infographic]

Why should mums get all the attention? Mums have already caught the attention of advertisers around the world due to their heavy mobile consumption habits, but don’t you know that dads love their devices too!

Check out the infographic below from Millennial Media and the IAB showing that dads are just as mobile as their female counterparts – in fact, they are accessing content in new ways and spending more than the average user when it comes to mobile purchases.

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20 April 2015

Ask the Expert: Everything you need to know about programmatic video advertising

Guy YalifProgrammatic is arguably one of the biggest developments in the digital advertising space. When it comes to video advertising, programmatic is beginning to take off, with programmatic video ad sales in EU-5 reaching €226m in 2014, according to eMarketer, and expected to soar 63.5% this year to reach €369m by the end of 2015.

Advertisers and agencies are adopting programmatic quickly. Yet, despite being the Association of National Advertisers’ (ANA) marketing word of the year in 2014, more than half of marketers still don’t understand programmatic well enough to implement it.

So, to put a clearer lens on programmatic advertising, let’s explain what it is and discuss some of the key benefits it delivers to advertisers.   

Simply put, programmatic refers to the use of software to automate the purchase of digital advertising. Fundamentally, programmatic advertising lets advertisers make their video advertising investments work harder for them by allowing them to work smarter, faster and more efficiently. Efficiency and efficacy are why programmatic advertising is so effective. Programmatic advertising helps marketers reach the precise audiences they seek across screens as efficiently as possible.

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04 March 2015

Understanding China’s social media landscape in 2015 [infographic]

China

The social media landscape in China changes fast and it’s sometimes hard to keep up with it all.

But having conducted a survey of 100,000 people across 60 different Chinese cities, we’ve got a great infographic from the folks at Kantar to share with you [Warning: It’s massive!] which is crammed full of all sorts of insights into how the social media landscape looks in 2015.

Check it out below:

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03 September 2014

Battle of the media moguls: Zuckerberg vs Murdoch (infographic)

Here’s an interesting comparison for you…

Of course, it’s clear that new media is developing at a rapid pace – just look at how quickly the likes of Facebook, Twitter, Snapchat, Vine, Instagram etc. took off. And of course, the masterminds behind these are building up their fortunes in no time at all.

But what about the media moguls of old… the Rupert Murdoch’s of the world? How quickly did they make their fortune? Thanks to the guys at Staff.com, here’s a comparative look at new vs old – including their current net worth and the speed in which they amassed their fortunes.

How do the dotcom billionaires measure up against the media moguls of old? Check it out...

Continue reading "Battle of the media moguls: Zuckerberg vs Murdoch (infographic)" »

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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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