October 27, 2014

TVCs get social

Was interested to read in Adweek how HP has turned a series of 6-second Vines into a 30 second TVC. This is taking integration somewhere new and in many ways in reverse from the way many agencies work. Luckily it wasn’t created with user-generated Vine videos or the results could have been much worse. For this campaign, HP hired about a dozen artists and commissioned around 30 clips.

Many brands are looking how to crossover between different screens. Often it is done in a very simplistic way with the TVC being used on social channels, sometimes with extended or interactive versions. Almost every TVC now uses hashtags to lead people into social engagement. But how can integration be more surprising or innovative? With people often on their phones or tablets while watching TV could we see some interesting social platform + TVC synchronized experiences? There was the Honda Jazz app from a few years ago where people could catch characters on a TVC. Or Shazam integrations which was popular for a while. I’m sure we’ll be seeing some interesting developments in the coming years bringing all our screens together for more seamless brand experiences.

January 5, 2010

Happy Digital New year

As we end a decade that has seen incredible progress in all things digital many people are speculating what 2010 holds for interactive advertising.

In AdWeek they looked at the top digital trends for 2010.

One interesting thought is that the pure digital agency will disappear. Many have clearly seen the need to improve their skills in brand building – one thing that “traditional” agencies have long been experienced at. Meanwhile these traditional agencies have been hiring experienced digital experts taking away the main selling point of pure digital shops. Ultimately the debate comes down to who provides the best ideas to clients. In a world of crowd-sourcing any agency should be worried about the independents who could bypass everyone.

Social gaming is mentioned by AdWeek as being one thing to watch. With companies like FourSquare providing location-based marketing platforms we are likely to see this take off. This is especially true with the growth in the number of smart mobile devices. It’s one of the reasons why they also suggest that 2010 will finally be the year of mobile.

Click here to read the full article.

At AdAge, with the help of Millward Brown, they have also been looking into the crystal ball to predict what 2010 holds for digital.

They suggest that many new online ad formats will appear in an attempt to capture more eyeballs and clicks. However, many people will be cautious and stick to the most trusted formats such as video banners. On the whole, they say that online video will continue to thrive and will move from art to science thanks to more sophisticated analytics. They do have a word of caution suggesting that “advertisers need to be sure they aren’t using technology just because they can: It will only be effective when it is relevant to the brand or the message”.
AdAge agree with AdWeek that social (and mobile gaming) will be a hot topic. Twitter and Facebook can now be accessed from an Xbox console while games for the iPhone or other smart phones will “bring gaming to the masses”. GPS-enabled phones open up interesting possibilities and brands will be vying for their share of this new opportunity.

Click here to read the full article.

For my own part, I see Google as being (still) the ones to watch in 2010. The release of Google Goggles for Android could open up new possibilities while the potential launch of a Google phone could mean that smart phones get into the hands of a huge number of people. We could see a repeat of what happened when Microsoft took many of Apple’s developments in the mid 80s and allowed the masses into the world of computing.

The possibilities for advertising and marketing will continue to grow in 2010. As digital trends become the norm, brands will be able to reach people in ways that were not possible before. Messages can be more targeted, relevent and effective.

Have a happy digital New Year!

April 28, 2009

We’ve got your back… side

squatAn interesting article in Adweek talks about the struggle branded iPhone applications are having to grab attention is the midst of so many other apps. One of the few to have succeeded is Zippo. To quote from the article “last October they came out with a branded iPhone application that features a simple lighter on the screen. Since its introduction, the Virtual Zippo Lighter has been downloaded 3 million times, making it the most popular brand application on the iPhone platform”.

Other brands are trying another route. Rather than create a new app Proctor and Gamble approached an existing app to be their sponsor. Sit or Squat is an app that helps users find clean toilets. A perfect fit for their Charmin brand of toilet paper. As one of their spokesmen said “We’re not in the business of creating iPhone applications, we’re in the business of toilet paper.”

Just a thought. What if the app helps you find a toilet but there’s no paper? That would wipe the smile off P&G’s face.

Read the article here >

April 22, 2009

Smart thinking on low budgets

At first digital agencies struggled for big budgets – especially compared to traditional advertising agencies. Online campaigns would have to be developed on a fraction of what would be spent on a TV. Crumbs from the table. Over the years things changed but in these lean times digital agencies have been able to adapt more easily to lower budgets since it wasn’t too long ago when that’s all they had. In this Adweek article we can read about some examples of this. Using low-cost platforms these agencies have been able to create engaging customer experiences that are all about great ideas rather than flashy content. Using blogs and social networking tools gives agencies “the ability to produce new work during a time of scaled-back budgets”. Of course there are still brands that must deliver a rich Flash site so as not to disappoint their audience. The new Coke Happiness Factory site is a perfect example of this.

Until the economy improves digital is going to continue offering the most effective and measurable way to connect with customers. Before an idea had to work across all media – now it should adapt to all budgets without losing its power.