Right Brain, Left Brain Blog

86 posts categorized "Video"

21 December 2016

Why TV is killing digital video

Next year, total digital ad spend will surpass TV for the first time. It’s expected to hit $77.37 billion in the US, taking 38.4% of the total ad spend, exceeding TV’s predicted $72.01 billion (35.8%), according to eMarketer. This is an advertising milestone and it would appear that good times are ahead. However, a barrier exists that means brands are not maximising the potential of this digital ad explosion.

The problem is one of creative content and format. In our recent Video Advertising Survey, just over half of respondents said that under a quarter of their online video campaigns featured made-for-digital creative. Meanwhile, recent research from Millward Brown found that 90% of online video is just repurposed TV material.

So what’s the issue here? Why develop new creative when you can use existing material that delivers the right key messages? This seems to make sense in theory, but the experience in practice is quite different. And it’s harming brand engagement and boosting ad blocking, particularly on mobile devices, on which video advertising grew by 94% in 2015, according to the IAB.

Continue reading "Why TV is killing digital video" »

16 December 2016

Christmas Countdown – Ad of the Week: Barbour ‘The Snowman and the Snowdog’

Barbour

Putting good old British tradition at the heart of its Christmas ad campaign, Barbour partnered with Penguin Books and Lupus Films to create the first ever bespoke animation of Raymond Briggs’ much-loved original ‘The Snowman and the Snowdog’ film.

The tale follows The Snowman and The Snowdog and grown-up Billy as they take a trip down memory lane in preparation to celebrate a traditional #BarbourChristmas - the perfect mix of heritage and nostalgia.

Continue reading "Christmas Countdown – Ad of the Week: Barbour ‘The Snowman and the Snowdog’" »

25 November 2016

Christmas Countdown - Ad of the Week: John Lewis 'Buster the Boxer'

Buster

Now that Thanksgiving has passed, we can officially start getting excited about Christmas – and more importantly, the festive ad treats that brands and retailers the world over have started serving up over the last few weeks. 

To kick off our Christmas countdown, over the next few weeks we’re going to share some of our festive favourites of the holiday season. Tell us what you think in the comments below.  

Without picking favourites, the first of the bunch has got to go to John Lewis for its 'Buster the Boxer' Christmas campaign. It's a story about a young girl named Bridget who love to bounce. But when her mum and dad buy her a trampoline for Christmas, they soon discover that she isn't the only one with a passion for jumping... 

Continue reading "Christmas Countdown - Ad of the Week: John Lewis 'Buster the Boxer'" »

30 September 2016

Innovative Ad of the Week: Nissan 'Raise your game' (Europe)

Remember “Truckerball”? Or how Nissan created a new sport where footballers played on moving trucks and pick-ups. It was in 2015, and guess what? “Truckerball” is back! 

In this second season, a new duo has been introduced: a coach and his all-new NV300. Encompassing the same spirit – but with a spicy touch through his new charismatic character – the 'Raise your game' campaign includes a 60" film with a new take on last season's "Truckerball". 

The film's director Emil Möller said “So this new film’s challenge was to introduce a new comer: the coach and its NV300. To make them part of this crazy environment and have them push the game even further. Even crazier, more impressive and funnier!” 

The campaign includes a 360° communication plan developed in collaboration by Nissan Europe agencies TBWA\G1 Paris, DigitasLBi and OMD. It will roll out across TV, social, digital, print, OOH, CRM and retail in over 25 European countries. 

Check out the series of films below:

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]" »

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" »

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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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