Right Brain, Left Brain Blog

81 posts categorized "Video"

01 August 2016

Top charity campaigns + 6 steps to digital brand success [VIDEO]

A recent event hosted by Collective, experts in digital brand solutions, brought together charity branding experts from MacMillan Cancer Support, WWF and MediaCom to explore how to balance brand building and fundraising for charities. The event culminated in a panel debate exploring some of the key digital marketing challenges that charities face, from shock tactics and measurement to the tension between brand building and fundraising.  

The short series of videos below focuses on the key outcomes of the event, including a sneak peek at some of the charity brand experts' favourite charity campaigns, plus Collective's creative director Alex Burn reveals the six key factors charities need to bear in mind when marketing themselves digitally. Check it out below...

The best charity campaigns [from the experts]:

6 rules for successful charity marketing in digital [Alex Burn, Creative Director, Collective]:

We've got a bunch of great charity campaign case studies right here on Cream. Need more inspiration? Check this out >>>> 

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." »

01 July 2016

Shop on the spot: Welcoming shoppable video to the mainstream

TV viewing figures are on the decline. The UK has seen a 13 per cent drop in viewing in the past two years, according to Accenture – far from promising for TV advertisers. Conversely, due to a deluge of platforms, services and devices, online video is stronger than ever.

The IAB reports that the UK’s online video ad spend grew by 56 per cent to £292m ($387m) in the first half of 2015, demonstrating the recognition of the ad potential of online video. Its latest iteration, shoppable video, brings another opportunity to win over brands and advertisers who may have otherwise been unconvinced of its success.

Ads that earn money in seconds

Shoppable video provides a direct route to commercial opportunities, by providing a link to shop the products featured in the video. Burberry’s runway video, for example, incorporates new looks with the purchasing experience, allowing viewers to scroll fashion stills, click for more information, and buy. By combining video with an interactive component, brands can capitalise on‘in the moment’ consumer impulses. 

Many have been quick to realise the potential that shoppable video holds and are beginning to experiment with the format, developing innovative campaigns that take advantage of the decreased gap between purchase inspiration and transaction completion.

 

Continue reading "Shop on the spot: Welcoming shoppable video to the mainstream" »

02 February 2016

Top 10 branded Vines - Walkers, Lego, Adidas and more...

It's hard to believe that Twitter's short form video sharing platform Vine has been around for three years now. It was one of the first platforms that paved the way for the new era of snackable video content giving brands new and creative ways to share content.  

To mark the occasion, Vine has selected 10 of the moment memorable six second clips from brands in the UK throughout 2015. Fancy a bit of inspiration? Then check them out below: 

Walkers - #BackToTheFuture 

Continue reading "Top 10 branded Vines - Walkers, Lego, Adidas and more... " »

04 January 2016

Top 4 advertising trends for 2016

It’s a New Year which means a new wave of innovation is coming and rather than worrying about how to keep up with the marketing trends for 2016, the folks over at MDG Advertising have highlighted the four top trends to be aware of when planning how to spend your ad budgets.

  1. Digital advertising to overtake TV
  2. Mobile will be the fastest growing segment
  3. Keep an eye on digital video
  4. Facebook is increasingly dominant

Even better, they have pulled it all together into one handy infographic. Check it out below…

Continue reading "Top 4 advertising trends for 2016" »

08 December 2015

Top 10 most shared ads of 2015

Viral has become a key measure of online video success for advertisers the world over and thanks to the folks at Unruly, now we can see which brands are doing it best. From furry friends to personal interactions, the feel good factor to tear-jerkers, the top 10 shared ads of 2015 globally served up a range of viral gold content from Android, Budweiser, Disney, Purina and more…

Check out the top 10 below:

1. Android ‘Friends Furever’
No. of shares: 6.4 million+

2. Disney ‘Disney Characters Surprise Shoppers’
No. of shares: 3.9 million+

 

Continue reading "Top 10 most shared ads of 2015" »

04 December 2015

WTF Ad of the Week: Paddy Power ‘Pocket Jostle’ (UK)

Paddy power

Ok, so we know that Paddy Power is a brand known for its cheeky and somewhat mischievous advertising but the latest ad to promote its new smartphone app is on a whole other level!

Deemed “too fruity” for TV, the 30” online ad, created by Lucky Generals, features men and women rummaging around in their pockets in public, giving the impression that they are pleasuring themselves. Of course, that’s not quite what’s happening – they are in fact using their phone in their pocket to place bets through the new app, portraying how easy it is to use.

Continue reading "WTF Ad of the Week: Paddy Power ‘Pocket Jostle’ (UK)" »

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)" »

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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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