Right Brain, Left Brain Blog

45 posts categorized "Insight"

26 September 2016

Video Ad Trends: Marketers look to formats beyond pre-roll [Infographic]

As the UK online video advertising market continues to mature, advertisers and buyers are moving away from a focus on larger, traditional pre-roll video towards buying more strategic and varied video solutions, according to programmatic digital brand advertising company Collective’s 2016 UK Online Video Advertising Market Report

The annual report, which drew together the thoughts of over 100 key video buyers from across the top 30 media agencies, revealed that while Broadcaster Video On Demand (VOD) still takes the lion’s share of video advertising spend, clients are increasing their investment in display, YouTube, social channels and other more niche providers. 

“As advertisers take advantage of an increasing number of video solutions outside of the traditional pre-roll market, the responsibility for who buys online video has also changed,” said Simon Stone, Commercial Director, Collective. “Video budgets are increasingly being allocated from TV to digital teams. We have seen a shift in the market since launching both our native and YouTube video products in the last year. There has also been a huge increase in the number of display campaigns that include video assets.” 

For more insights into Collective's 2016 UK Online Video Advertising Market Report, check out the infographic below:

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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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30 August 2016

Apple's brand portfolio is the world’s most valuable

Apple

Apple has held on to its title as the world’s most valuable brand portfolio, with an estimated worth of almost $146bn*, according to the latest Brand Finance Portfolio 100, which evaluates brands to determine which are the most powerful and valuable by country and by industry.

Alphabet (Google’s parent company) takes second place on the table with a portfolio value of $99bn, followed by Samsung Group ($83bn), Wal-Mart Stores ($78bn) and Microsoft Corp ($74bn).

Also featuring in the top 10 are Amazon.com in sixth place with a value of $70bn, followed by Nestle SA ($67bn) and Verizon Communications ($63bn). At&T ($60bn) and Toyota Motor Corp ($55bn) round out the top 10.

Continue reading "Apple's brand portfolio is the world’s most valuable" »

17 June 2016

Brands are becoming like people… but unfortunately the kind we hate

Sense

At some point in your life you’ve probably heard something along the lines of “if companies were people, they’d be psychopaths”. This always used to strike me as a touch unfair, as obviously this is a classic case of comparing apples with oranges. However, unfair or not, this perception has been confirmed by a recent piece of research* into opinions on brand behaviour held by 2,000 members of the British public.

What doesn’t help is that the apples have started to behave like the oranges, as in recent years brands have increasingly encroached into what might be seen as “human” space. An obvious example would be their prevalence on social channels, which were designed to bring people (not brands) together, and thus has seen many of them attempt to employ friendly and personal behaviour to fit in with their new surroundings. This “matey” approach has filtered through into wider advertising in the shape of “tone of voice” and “brand personality”, and when combined with a constant thirst for “engagement” (rather than simply awareness and comprehension) has left our relationships with brands far more “intimate” than in the old days of one-way ad spots.

The catch for brands in this new paradigm is that if you want to play by human rules, you’re going to be held up to human standards, and this is where things become tricky for them.

Continue reading "Brands are becoming like people… but unfortunately the kind we hate" »

16 March 2016

Moving on from ‘the last click’: it’s time to find real value

Uncovering what is and isn't working is the bedrock of an effective campaign, but as customers now consume content from multiple sources, accurate measurement is becoming increasingly difficult to achieve.

The last-click has been the unchallenged method for measuring how customers enter the sales funnel for a long time. However, last click models don't provide a comprehensive picture because the path to conversion is never linear, it's multi-channel and multi-device.

Consumers navigate many touch points, both online and offline and it is impossible to trace just one definitive trigger point for a sale, which in effect, is what last click does. This complex reality calls for a more sophisticated measurement solution.

Improving attribution is an industry work in progress and there are limitations, primarily because every advertiser is different and has different objectives which cannot be reduced into a "one-size fits all" attribution model.

This means a consistent standard for the actual methodology of attribution is highly unlikely.

Continue reading "Moving on from ‘the last click’: it’s time to find real value" »

19 January 2016

5 reasons why Instagram MUST be on your marketing plans for 2016

Instagram

Instagram may just be the biggest social media opportunity for marketers in 2016. Well, at least according to the folks at MDG Advertising, who reckon the platform will matter more than ever this year.

It was the fastest growing of the major social networks in 2015 with 400 million active monthly users, who share 80 million photos each day and like a whopping 2.5 billion photos. Also, did you know its user base has increased 4X in the last two years? Imagine what could happen in the next two…

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12 January 2016

What technology did we love in 2015?

Amongst the hype of smartphone launches, new tablets, browser updates and wearable technology, it can be difficult to actually determine which technology is impacting most on our lives. We’ve collated information from the start of 2015 and the end of the year to see the trends that have shaped our use of technology in 2015.

Chrome rules the world

2015 was the year that Google’s Chrome browser overtook Microsoft Internet Explorer as the most popular way to browse on the desktop. At the start of the year Chrome had a 29% share of web browsing sessions which had grown to almost 33% by the end of the year, whilst Internet Explorer dropped from 35% to 25% in the same timeframe. This happened despite Microsoft’s repacking of Internet Explorer as Edge in Windows 10. The continued growth of Chrome (which was only launched late in 2008) demonstrates how combining Google’s search engines with its browser for an integrated and less clunky experience is driving successful adoption.

Desktop

In the mobile world, the Chrome browser also grew by around 3%, mostly at the expense of the default Android browser, but the leader for market share was Apple’s Mobile Safari, with almost half of all mobile web sessions taking place through this browser.

Continue reading "What technology did we love in 2015?" »

06 January 2016

7 mobile marketing trends to watch out for

Smartphones have really defined the term “mobile” in its truest sense. The growth of these devices have made it much more easy and convenient to search for products and shop on the internet. In response to the recent increase in m-commerce, Syncline have identified seven top mobile marketing trends to watch out for in 2016. Check them out in the infographic below:

Continue reading "7 mobile marketing trends to watch out for" »

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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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