Right Brain, Left Brain Blog

144 posts categorized "Online"

17 November 2015

Top Christmas ads 2015… so far

Christmas ads have become a bit of an event in themselves. No longer do consumers wait for the Coca Cola Christmas truck to grace their screens to mark the official start of Christmas, but a host of other brands have earnt themselves a bit of a name in bringing in the festive season. And this year has served up quite a few Christmas crackers.

Check out our pick of the top 7 festive ad offerings of 2015 so far…

‘Man on the Moon’

Brand: John Lewis
Agency: Adam&Eve/DDB
No of video views: 13,391,765*

One of the most eagerly anticipated Christmas ads of the year, British retailer John Lewis tells the story of a young girl determined to bring Christmas to a lonely old man living on the moon.

Continue reading "Top Christmas ads 2015… so far" »

06 November 2015

Christmas Ad of the Week: John Lewis ‘Man on the Moon’ (2015)

Jl 1

With Halloween now behind us, British retailer John Lewis sure knows how to get us in the Christmas spirit and what better way to mark the start of the festive season than unveiling its 2015 Christmas ad this morning (November 6).

In fact, it has become quite the tradition now as consumers around the world eagerly await this day every year (in fact, I even heard one say that they get more excited about the John Lewis Christmas ad than Christmas itself!)

And this year’s offering certainly doesn’t disappoint. Taking the key elements that have proven so successful in its past campaigns – tapping into customer emotions, centring on the connection between two characters and linking perfectly with the message to ‘Show someone they’re loved this Christmas’. 

Continue reading "Christmas Ad of the Week: John Lewis ‘Man on the Moon’ (2015)" »

19 October 2015

Words fail us with programmatic advertising

It’s not only in the West where social media advertising revenues are growing rapidly. In the Asia-Pacific region they’re rocketing. In fact, China is fast catching up with the market leader, the US, with eMarketer predicting revenues of $3.4 billion for 2015, almost doubling to $6.1 billion by 2017. To add some context, this represents around 12.5% of all digital ad spend in the country.

But China is not alone in its hunger for social advertising. The Asia-Pacific region overall is performing well, with eMarketer forecasting 2015 revenues to reach $7.4 billion, a huge 43% jump from 2014.

This is great news for publishers and social media channels, as well as for advertisers who can tap into this increasingly socially active audience. It also has the potential to push the already fast-growing programmatic sector through the roof. But there’s just one problem, and it’s quite a significant one – language.

The simple fact is that the majority of programmatic advertisers use contextual – or at least text-based – data for targeting ads. And very few data partners offer global reach in terms of languages and dialects. This can cause complexities and create barriers for brands looking to target global online and social audiences with their advertising.

So what’s the answer?

Continue reading "Words fail us with programmatic advertising" »

07 September 2015

What's in a view?

Online video

What does ‘view’ mean? Sounds like a simple question, but if you’re a media buyer looking at the multiplicity of different emerging online advertising formats, particularly within the video space, getting to the bottom of this presents a massive challenge.

The fact is, one media owner’s interpretation of ‘View’ can be completely different to another’s, highlighted by the emergence and growth of “Completed Views”.

But even here you have a range of definitions. Some platforms charge advertisers for videos when only 75% of the content has been watched – does that really justify using the word “completed”? After all, you wouldn’t call a crossword complete if you’ve left 25% of the answers blank, would you?

The root of the problem is the lack of industry standardisation in measurement when it comes to the latest online advertising formats, in particular video-related ones.

The constant development of new technologies and online tools drives innovation and the introduction of new ad formats, which means more pricing options and more complexity for media buyers and brand marketers. Arguably, what they really need is standardised metrics that allow them consistency in working out what they are getting for their money from different sites and types of ads or content, so they can plan their campaigns properly.

Continue reading "What's in a view?" »

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.

Continue reading "There's more to travel user-generated content than meets the eye" »

14 July 2015

Style vs. substance: Do looks really matter in the digital age?

Garry Taylor, UK Art Director at Say Media, believes you should never judge a book entirely by its cover, but argues that online, first impressions really count.

Substance should always win out over style, right? However, in the digital world - where you have literally (milli) seconds to grab someone’s attention - first impressions still count. People make snap judgments all the time in daily life, forming lasting first impressions of people, places and products in an extraordinarily short period of time. You may make a final choice on a new perfume by testing it out with a little spray here or there, but how did you decide which perfumes to try on before you even smelt them?

When a reader lands on your website, it’s often their first interaction with your brand. That first impression your site’s design creates is crucial in grabbing users’ attention. Google research has confirmed that site visitors get an initial ‘gut feel’ for your site within 50 milliseconds of landing on it. By comparison, the average blink of an eye takes 100 to 400 milliseconds.

You can’t expect people to stick around if that first impression is dull or confusing. The quality of the content might be great, but what good is it if users get put off before ever reading a word?

First impressions not only count. They last.

Continue reading "Style vs. substance: Do looks really matter in the digital age?" »

10 July 2015

Ad of the Week: Doctors of the World ‘Make A Child Cry’ (Global)


If I told you that a new global campaign is calling out to the public to “make a child cry”, what are your first thoughts?

Well, it’s actually the workings of non-governmental organisation Doctors of the World and the idea, conceived by DDB Paris, is really quite something.

Continue reading "Ad of the Week: Doctors of the World ‘Make A Child Cry’ (Global)" »

05 June 2015

YouTube’s Top 5 ads of the past decade

Can you imagine a world before YouTube? Well it’s hard to believe that 10 years ago the video platform didn’t even exist! As 2015 marks YouTube’s 10th birthday, earlier this year the people of ad land and beyond were invited to vote for their favourite ads from the past decade and I’m pleased to say the results are in…

Big shout out to Turkish Airlines for taking the top spot and being crowned ‘YouTube Ad of the Decade’ for its hilarious ‘Kobe vs. Messi: The Selfie Shootout’ campaign.  Actually, 2013 proved a popular year in the world of ads, with Volvo Trucks and Dove also making the top five, in addition to Always’ #LikeAGirl and of course not forgetting Volkswagen’s ‘The Force’ – which until recently held the title of most shared video ad ever!

The good news is that combined, these five videos alone have been watched for over 7.7 million hours - that's over 875 years spent watching ads! Engagement like that is hard to beat...

Take a step back in time and reminisce over the great work featured in the videos below (you can also click through to check out the full case studies on Cream). Enjoy!

1. Turkish Airlines ‘Kobe vs. Messi: The Selfie Shootout’
Agencies involved: Crispin Porter + Bogusky, Starcom
Year of release: 2013
Total views: 141 million+

Turkish Airlines sends sporting legends Kobe Bryant and Lionel Messi on a world trip as they go head to head to see who can take the most exotic selfie.

Continue reading "YouTube’s Top 5 ads of the past decade " »

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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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