Right Brain, Left Brain Blog

158 posts categorized "Online"

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:

Continue reading "Video Ad Trends: Marketers look to formats beyond pre-roll [Infographic]" »

02 September 2016

Ad of the Week: Unilever 'Bright Future' (Global)

Unilever dove

This week saw the roll-out of Unilever's latest film in its wider 'Bright Future' sustainability campaign, which highlights the 'social good' that its brands – including Dove, Persil and Domestos - are doing to help build a better future. 

The TV, online and in-store campaign, by Ogilvy, is running in the UK, Brazil, South Africa and Indonesia, putting the spotlight on sustainability initiatives carried out by its individual brands, rather than just the corporate entity.  

Continue reading "Ad of the Week: Unilever 'Bright Future' (Global)" »

04 July 2016

Think digital. Upfront.

We’re gearing up towards a milestone in the history of digital advertising. It’s something that has been predicted for a while now, but next year total digital ad spend will surpass TV for the first time. eMarketer predicts that, in 2017, it will hit $77.37bn in the US, taking 38.4% of the total ad spend, exceeding TV’s predicted $72.01bn (35.8%). A major driver is mobile video, which grew by 94% in 2015, according to the IAB.

But rather than seeing digital as a threat to TV advertising, the key is to think about it as a complement by enabling a user experience fit for the digital sphere. The explosion in online video usage and the proliferation of technology and devices have unlocked a wealth of opportunities for brands to tell their story through audio and visual means, yet research from Millward Brown found that 90% of online video is just repurposed TV material. The fact is that this just won’t cut it anymore.

There has never been a greater need for video content to be produced and tailored for the digital environment from the outset – it should no longer be just an afterthought. There’s no underestimating the power of TV to create that wonderful theatrical, cinematic experience, but it takes a different approach to deliver that same impact digitally.

Not enough focus is being put on digital in the early planning stages of campaigns. When developing a TV ad brief, there needs to be more of an emphasis on how video ad content is going to work in the digital world where there’s a wide range of screen sizes and formats to consider, not just for TV or cinema.

Continue reading "Think digital. Upfront." »

14 June 2016

The dark side of content marketing

Blog 1I recently came across a post on Facebook that was generating a lot of traction. No wonder – it linked to a story revealing a way to beat online casinos.

The rich narrative explained how Rob Lawrence, 28, was spilling the beans about his money-making strategy “to piss off the online casinos who shut his accounts”. He’d been told about the lucrative system from an uncle, a former casino employee now serving time in prison.

The first thing that raised alarm bells was the use of links in the explanation of how the scheme worked. You won’t find this in the original ‘Evening Mail’ story above because the strategy page it linked to has been removed, but you will find it in this other version of the campaign posing as a blog – there are several across the web.

Under ‘Step1 – Where to play’ it says: “The casino that let me get away with the most was Bwin – you’ve probably seen them advertised on the footy.” The word ‘Bwin’ was hyperlinked, which struck me as odd, but I carried on reading – I was curious to discover how the casinos could be beaten.

The game was roulette, and the advice was to pick a “rare event”, such as five of the same colour coming up on consecutive spins – the probability of which is 2.78% (on a roulette table with a single ‘0’). Once this happens, the recommendation was to bet on the opposite colour. So after five blacks in a row, you should then bet on red – and vice versa.

Continue reading "The dark side of content marketing" »

10 May 2016

Why native advertising is the natural evolution of digital experience

As the industry evolves, native advertising is becoming a core component of digital advertising.

Publishers are leveraging this format because of its ability to match the form and function of an editorial or product experience.

For consumers, native ads provide less disruptive and more engaging advertising. For advertisers, there is a new way to communicate marketing messages more naturally. As digital consumption continues to increase and evolve, so will the opportunity for native advertising.

The next generation of digital experiences will be much more visual, feed-driven and personalised, and native ads will evolve in a similar way.

As an industry, it is important that we nurture this opportunity and do not to stifle the growth of native advertising by too narrowly defining the space. Native comes in many types, ranging from search advertising (the earliest form of native), to in-stream ads to in-game native formats and beyond.

Continue reading "Why native advertising is the natural evolution of digital experience" »

29 April 2016

Public Service Ad of the Week: Dorina Nowill Foundation for the Blind 'Braille Bricks' (Brazil)

Braile bricks

A new experimental project in Brazil is bringing 'Braille Bricks' to the classroom as a learning toy for literacy and inclusion of blind children. 

The project, created by Lew'Lara\TBWA for the Dorina Nowill Foundation for the Blind in Brazil, centres around classic toy building bricks adapted to the braille alphabet.  

The initiative is being supported by a social campaign using the hashtag #BrailleBricksForAll in an effort to convince toy manufacturers around the world to start producing this new toy for children.  

Continue reading "Public Service Ad of the Week: Dorina Nowill Foundation for the Blind 'Braille Bricks' (Brazil)" »

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" »

15 March 2016

Why Bowie predicted the right kind of native

Bowie

What a genius David Bowie was. Not only was he arguably one of the most original and creative songwriters, musicians and performers, it turns out he was an incredible media futurologist.

One of the most fascinating recent TV tributes was his interview with Jeremy Paxman back in 1999. It’s the one where he predicts the internet. Another of his predictions from the same interview, which has yet to be picked up on, relates to the future of online content. Bowie tells Paxman that it won’t be a case of driving the audience to content, but rather creating the content to suit the audience.

Essentially what Bowie means here is personalisation, which is suddenly a hot marketing topic. From a content perspective, he pretty much predicted native, which is supposed to be the placing of journalistically driven – rather than sales led – branded content within editorial to interest and engage readers. Sadly this isn’t the reality of native.

Continue reading "Why Bowie predicted the right kind of native" »

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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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