Right Brain, Left Brain Blog

140 posts categorized "Online"

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)

Dow

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 " »

08 May 2015

Online Ad of the Week: Sauza 901 ‘No Limes Needed’ (USA)

What do you get when you cross a Justin Timberlake with a washed up lime? The new Sauza 901 tequila ad, of course!

The new three-minute spot, promoting JT’s new Sauza 901 tequila brand – which claims to be so delicious that it doesn’t need lime – features the man himself with his face literally transformed into a lime as he plays the character of Rick “Sour” Vane, who becomes a nobody after hitting rock bottom.

I could try and explain in more detail but you might prefer to watch the story unfold yourself by checking it out below:

It’s a wonderful example of a brand and celebrity working together to create what we can only expect to be some truly engaging content. 

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.

Continue reading "Ask the Expert: Everything you need to know about programmatic video advertising" »

13 April 2015

Mobiles are the new showrooms

The growing ROPO phenomenon, where customers research online using their mobiles and buy offline, makes it vital for retailers to be more than just mobile-friendly. Kevin Sparks, Commercial Director at FACT-Finder shares the mobile search essentials that every retailer needs to know.

"Customers coming into a store today are better informed than the sales staff."

So says Jörg Geilgens, Client Solution Manager at IBM.

This isn’t down to poor training by retailers, but because the vast majority of people with a smartphone (88% to be precise) use it to carry out research before even entering a physical store.

This new form of retail therapy means customers visit stores on a mission to buy, having already done their browsing online. This means they are more likely to buy, making this mobile habit – called ROPO – vital to retailers.

Frau_Smartphone_unterwegs_iStock_000035376328XXXLarge

The downside is that if your online shop isn’t mobile friendly, these ROPO-ers won’t be heading your way. And that’s pretty much everyone with a mobile – do you know anyone in the UK and Europe without a smartphone?

If you want to become a real ROPO magnet, you need to be more than just mobile-friendly – you need to be mobile-optimised. This means making it as easy as possible to search for your products with a smartphone. So where do you start?

Continue reading "Mobiles are the new showrooms " »

23 March 2015

Is “native” another buzzword we can live without? [infographic]

There is so much debate right now around the subject of Native Advertising: should advertisers be carving out budget for it and if so to what extent? But the degree of hype around Native is masking the fact that there is no singular definition for it. While on the one hand anything with the word 'native' in its name must mean that a degree of effort is being made to ensure that the reader experience is a more fluid and intuitive one, unless the nomenclature is clear and common across all users, measuring what works against what doesn't becomes a huge challenge.

As the market bifurcates ever more starkly between standard brand advertising and integrated content marketing, there has never been a more important time either to take a stand and clearly commit the 'Native' tag to one type of activity over another or to simply lose the tag altogether.

Check out all the findings from our recent study into native advertising in the infographic below: 

Continue reading "Is “native” another buzzword we can live without? [infographic]" »

About this blog

  • 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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