Right Brain, Left Brain Blog

459 posts categorized "Left Brain: knowledge, trends, deals"

14 March 2017

10 Performance Marketing Spend Trends [infographic]

AdRoll’s State of Performance Marketing report has just been released, exploring the current perspectives of 1,300 marketers and the changing dynamics of the advertising/marketing landscape.

Check out the quick, digestible summary of the top 10 performance marketing spend trends for 2017 in the handy infographic below:

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28 February 2017

Another country, another agency?

When looking to roll out a successful campaign in another country, brands are faced with a dilemma. Do they use the agency that has run the campaign to date, or go with one on the ground in the new location.

Keeping faith with the existing agency in a new jurisdiction can be a risk. Yes, you benefit from the experience of a team that has successfully run the campaign historically, but you might miss out on crucial local knowledge of the new home market. Going local means this won’t be a problem, but will an agency on the ground have a deep enough understanding of your brand and be able to run the campaign as successfully?

Many brands might believe that, no matter what, there’s no substitute for local knowledge. However, it’s perhaps wiser not to rule out either scenario, but rather investigate what expertise and experience is available in the new location, then compare and contrast that with your existing agency.

After all, you already have a strong and successful relationship with them, so if this can be transferred to another country, you could get the best of both worlds. Even if the agency isn’t set up to operate in the new jurisdiction yet, it may be prepared to look into it – so long as there is time, and it makes sense for all parties. It goes without saying that global expansion is an exciting prospect for any growing business.

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24 January 2017

A 360 view of Virtual Reality [infographic]

Vr

2017 has been tipped as the year of Virtual Reality but this technology has actually been around since the first panoramic paintings in 12th Century China. Today, huge tech companies like Google/YouTube, Facebook and Apple are investing heavily in VR technology - which is a good indication that it's here to stay. Plus, with more and more offerings being brought to market (and being made more affordable for consumers) it's worth taking a step back and asking: How will VR change our lives? 

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17 January 2017

Nobody loves a psychopath

When you come right down to it, what is “business” exactly?

At its core it’s probably as simple as one guy going out in the world and producing some value, and then receiving value from another party in return.

If this is true, then it stands to reason that in order to maximise the value we receive in life, we have to maximise the value we give. One follows the other. Indeed we see this proven everywhere we look in life. The friends who bring the most to our lives are the ones to whom we are most loyal. The employee who adds the most to our business is the one who gets paid the most.

This seems like common sense. But if this is true, and if business is just a logical extension of human relationships, then why do we not follow the same value provision principle in marketing?

Marketers are constantly looking at problems with a value extraction mindset, rather than a value provision one. What are we going to get out of this? Can we quantify it?

Continue reading "Nobody loves a psychopath" »

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.

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11 July 2016

Why brands can’t afford to ignore #Unstereotype

If brands want their advertising and marketing communications to resonate with women, then they have to understand that using simplistic one-dimensional stereotypes in their messaging no longer works.

Arguably, the statistic prompting the biggest reaction at this year’s Cannes Lions Festival was revealed by Unilever’s Keith Weed. During his presentation on why and how the FMCG giant is radically changing its female-focused advertising strategy, he announced that 40% of women do not identify with the images of them portrayed by most ads, while just 3% of Unilever’s ads feature women in leadership roles and 1% show women being funny.

As Weed disclosed more and more of the findings, a vivid picture emerged of the huge gap between how female identity is evolving and the version presented by advertising. Credit was widely given to Unilever for committing to develop more culturally relevant and resonant work to combat gender stereotyping and more accurately reflect society.

However, Weed was also keen to point out that the change in tack wasn’t just driven by altruism, but was firmly underpinned by a commercial imperative. The research not only uncovered how female identity is evolving at break-neck speed, but also highlighted the opportunity for brands to do something about it and reap the reward.

Based on work Unilever carried out with The Futures Company to identify the evolving nature of female identity, Unilever have galvanized behind their goal to create more communications which show a progressive vision of female identity, by challenging themselves on three key dimensions of how women are represented: through their role, personality and appearance.

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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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