Right Brain, Left Brain Blog

281 posts categorized "Social media"

10 August 2015

Why Instagram’s peers need to pick up the pace with smarter visual classification

Instagram

There’s no doubt that Instagram has fast become the shiny new kid on the advertising block and eMarketer’s latest forecast predicts that the image-centric social media platform is projected to rake in $595m in worldwide mobile ad revenues this year, before soaring to a whopping $2.81bn by 2017.

That’s pretty impressive growth considering Instagram only introduced its ad offering a year and a half ago. And with a raft of advertising products already launched and new features set to roll out over the next few months, it’s an exciting proposition for brands; particularly when you consider it has 300 million monthly active users and accounts for a large chunk of the 1.8 billion photos uploaded every day across social media.

A large part of Instagram’s success comes down to keeping advertisers on side by taking considerable steps to ensure that inappropriate image or video content doesn’t slip through the cracks. Last year, the Facebook-owned company inked separate deals with media holding companies Omnicom and Publicis Groupe for innovative partnerships to help build the infrastructure and tools to control the advertising process on the site.

Other visual sites should take a leaf out of Instagram’s book and step up their game by ensuring they have the necessary tools in place by giving brands visual protection against appearing alongside or in amongst ‘dodgy’ content – which could be something sexually suggestive, inappropriate or even violent as well as allow brands to ‘visually target’ ads alongside visual content.

Continue reading "Why Instagram’s peers need to pick up the pace with smarter visual classification" »

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" »

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)" »

23 March 2015

World's largest advertiser changes business model. Why?

Secret deodorant’s “Like A Girl” video was watched 85 million times around the world. Is this just a strike of social media luck for Procter & Gamble – the world’s largest advertiser with a spend of $8.6 billion for 300 brands? Or is it part of a new global strategy, led from the top down?

In an interview with Forbes, Marc Pritchard, Procter & Gamble’s Global Brand Officer, shared with contributor Avi Dan why the company has decided to make a quick, massive shift to a “digital first” business model.

Here are 7 highlights:

1. ”It’s because of work like that (Like A Girl) I am so bullish on the future of marketing and the tremendous value it creates. It’s a different mindset (…). Take a brilliant brand idea and express it across the vast array of media, to paint a masterpiece that connects with consumers and builds sales and profits.”

2. “For shareholders, (digital technology) provides above-average returns on our investment. This is why P&G is quickly shifting to a digital-first approach to building brands.”

3. “The media created by digital technology is where consumers are spending their time. Around the world, up to half of people’s media viewing time is spent on digital, with about a third of that on mobile.”

4. “The use of digital technology for creativity is at an inflection point, one of the most important moments we have ever seen in the history of advertising.”

5. “We have the capacity to reach people in more ways than we ever dreamed possible, and make brands a presence in people’s lives throughout their days.”

6. “When you enter the digital world and social media, consumers can quickly sniff out when you are not authentic.”

7. ”I (tell) our people to look beyond the obsession of technology and turn our attention to what really matters – the consumer experience.”

Read the full article here.

For a conversation about how Textappeal Global Social Media Solutions can help your brand, email Sergio at  sergio.arboledas@textappeal.com

09 March 2015

What happens in one internet second? [infographic]

They say a lot can happen in a minute, but whittle that down to a second and we’re talking not a lot, right?

Well that’s not what the latest infographic from Irish Telecom is telling us… In fact, we couldn’t be more wrong. It’s almost unbelievable what actually happens worldwide in just one tiny second.

For example, a whopping 24,765 gigabytes of internet traffic is used each second! And in just one second, there are 8,195 tweets sent, 1,558 Instagram pictures uploaded, 1,636 Tumblr posts created, 1,611 Skype calls made and 92,841 YouTube videos watched.

And that’s not even the half of it! Get your teeth stuck into the full infographic below to find out what really happens on the internet in just one second:

Continue reading "What happens in one internet second? [infographic]" »

04 March 2015

Understanding China’s social media landscape in 2015 [infographic]

China

The social media landscape in China changes fast and it’s sometimes hard to keep up with it all.

But having conducted a survey of 100,000 people across 60 different Chinese cities, we’ve got a great infographic from the folks at Kantar to share with you [Warning: It’s massive!] which is crammed full of all sorts of insights into how the social media landscape looks in 2015.

Check it out below:

Continue reading "Understanding China’s social media landscape in 2015 [infographic]" »

20 February 2015

Outdoor Ad of The Week: Topshop real-time Twitter trends (UK)

Topshop

In the fashion world, timing is everything. Topshop has already built up a bit of a reputation for bringing awesome experiences to its customers during fashion events. And this London Fashion Week, it’s stepping things up a notch!

This time, Topshop has teamed up with Twitter for four days (kicking off today Friday 20th until Mon 24th) to display emerging trends from the runway at London Fashion Week via giant digital billboards at various locations across the UK. These trends will also broadcast across Topshop’s own Twitter feed, its website and on a billboard at its London Oxford Street store.

Here’s the good part though: Customers who then tweet the trend hashtags back to @Topshop will receive a shopping list of current designs that tie in with those trends – to ensure that they are first in the know!

Continue reading "Outdoor Ad of The Week: Topshop real-time Twitter trends (UK)" »

13 February 2015

O2 gears up for Six Nations clash with holographic body mapping projection

In local news, here’s a pretty cool campaign from UK telecoms brand O2 as it builds up to tomorrow’s Six Nations clash between England and Italy (February 14). The naughty scamps have been touring the UK this week and projecting England Rugby shirts onto famous statues. But the really cool part – each has been bodymapped using cutting-edge holographic technology. Now, that’s what we like to see here at Cream!

O2 1

As an England Rugby sponsor, the activation is part of O2’s #WearTheRose Six Nations campaign. This particular activation has been led by brand experience and innovation agency CURB Media (the same guys behind Paddy Power’s Sky Tweets campaign – it figures, right?).

In the late hours of Wednesday evening, statues in nine cities around the UK ‘wore’ the England Rugby shirt, which were projected thanks to bodymapping holographic technology.

Continue reading "O2 gears up for Six Nations clash with holographic body mapping projection" »

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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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