World Television Day 2017 – is TV still the world’s most effective advertising medium?

As far as global ubiquity goes, television is hard to beat. While it may have be in the process of being usurped in sheer global reach by the internet, it is safe to say that you will find people staring at TV sets in all corners of the globe.

21 November is World Television Day, and has seen the release of a stream of figures showing TV’s continued strength as an advertising medium.

A new report from the newly formed Global TV Group, which brings together broadcasting trade bodies from Europe, North...

By Colm Hebblethwaite, 21 November 2017, 0 comments. Categories: Video & Audio Marketing.

Mastering the art of blending in: the future of native video

The past few years has seen a major shift in video advertising from blanket marketing to contextually relevant, non-intrusive ads.

Much of the change is owing to social media, with rising user demand for ads that don’t disrupt mobile newsfeeds, fuelling a movement towards ‘environmentally friendly’ formats across the entire online ecosystem.

Of course, this isn’t universal across social – to continue maximising their revenue per user, platforms such as

By Ally Stuart, 14 November 2017, 0 comments. Categories: Video & Audio Marketing.

‘Tis the season for Augmented Reality

Any and every seasonal period, whether this is Christmas or Valentine’s Day, is fraught with competition from opposing retailers. It’s a metaphorical pile-up in terms of brands clambering over each other to reach the purse strings of their prospective customers.

The truth is, customers buy because of their need – the art of persuasion is really eroding away at a rate of knots, and even the annual Christmas ads only real appeal aesthetically; something that is treated more as a feature film...

By Richard Corps, 13 November 2017, 0 comments. Categories: Commerce, Video & Audio Marketing.

Augmented Reality: a new legal frontier for marketing?

Within the world of digital marketing, there is a (tentative) expectation that Virtual Reality (VR) and Augmented Reality (AR) products will open up new and exciting doors to advertisers in the not-so-distant future.

Readers may already be familiar with the virtual dealership created by Cadillac, or Snap’s AR lenses, which allow advertisers to superimpose three dimensional objects onto real-world scenes.

Warner Bros. is one of the first companies to take up this offering, allowing Snapchat users to...

By Nick Breen, 07 November 2017, 1 comment. Categories: Content Marketing, Video & Audio Marketing.

The era of connected gaming entertainment

We are living in an era of connected entertainment. Media companies have been quick to pounce on the second screen phenomenon, where viewers watching a TV show are consuming supplementary content and applications simultaneously via their phones and tablets to create a fully immersive gaming experience.

Research suggests that 83% of people are now browsing a second screen while watching TV. With mobile...

By Shane Leahy, 25 October 2017, 0 comments. Categories: Commerce, M-Commerce, Video & Audio Marketing.

Online video spend overtakes banner ads

The continued rise in popularity of online video is one of biggest changes in the digital advertising landscape to occur in the last decade.

Now, according to the Internet Advertising Bureau (IAB) and PwC, advertising spend on online video has overtaken banner ads for the first time in the UK.

According to the duo’s Digital Adspend report, the first half of 2017 saw advertisers spending £699 million on online ads, which amounts to a 46% year-on-year rise. Spend on banner ads meanwhile, fell by 2%...

By Colm Hebblethwaite, 17 October 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Spotify: 61% of UK adults regularly listen to podcasts

Music streaming service Spotify has revealed that the UK is increasingly becoming a nation of podcast listeners.

Still a relatively novel form of content five years ago, the sheer number and varied scope of the podcasts available to consumers have turned many into converts.

According to Spotify’s research, 61% of UK adults now regularly listen to at least one podcast, with 21% listening once a week.   

The figures also confirm that this love of podcasts is a recent phenomenon. 68% of...

By Colm Hebblethwaite, 29 September 2017, 0 comments. Categories: Video & Audio Marketing.

YouGov: TV ads surviving despite subscription video’s rise

There has been a lot of talk about how the rise of subscription TV services has diminished the reach and power of traditional television advertising.

But according to new research from international market research firm YouGov shows that traditional TV advertising is still very much alive in the era of subscription on demand services (SVOD).

Importantly, TV ads are still being seen by consumers who only watch content through subscription streaming platforms.

The

By Colm Hebblethwaite, 27 September 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Google announces new YouTube tools for advertisers

Google has announced the release of four new tools for YouTube to help capture the attention of viewers.

Google knows all too well about the importance of catching consumer attention with advertising. In an ever-connected world, where we watch TV while flicking idly through our phones or listen to podcasts while working, advertising is everywhere and consumer attention is a valuable commodity.

And while the majority of us have seemingly developed an ability to tune out TV adverts or billboards as we go about...

By Colm Hebblethwaite, 26 September 2017, 1 comment. Categories: Advertising Technology, Video & Audio Marketing.

Your brand’s voice stretches further than you think

Human voice recordings are everywhere - from your business' voicemail system to the elevators in the building - and it's salient for marketers to consider what their actual brand's voice sounds like, from its tone and personality down to its gender, accent and age, so that it is consistent with the brand's content and aligns with how their customers want to be spoken to. Stephanie Ciccarelli, the founder and chief brand officer of Voices.com offers advice to marketers on how to identify a voice actor to be the...

By Stephanie Ciccarelli, 21 September 2017, 0 comments. Categories: Video & Audio Marketing.

Mobile officially becomes UK adults preferred method of accessing the web

Smartphones have officially narrowly defeated laptops and desktops in the battle for British hearts and minds, as 2017 saw them become the preferred method of accessing the internet.

The figures, from eMarketer’s latest time spent forecast, show that UK adults now spend an average of one hour and 59 minutes a day on their smartphones, beating that spent on desktops/laptops by one minute.

The marketing research company expects that number to keep growing; it is predicting that daily time spent on...

By Colm Hebblethwaite, 12 September 2017, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Why businesses need to use live video for every marketing strategy

Live video must be considered one of the most, if not the most, engaging mediums for communication.

In 2016, Facebook found that users watched live content three times longer than pre-recorded video. Images can be eye-catching and text can be compelling, but they cannot facilitate the type of engagement generated by live streams.

The interactivity of live video strengthens the relationship between a brand and its followers. It has become a significant marketing tool and one which most enterprises would be unwise to...

By Jake Ward, 01 September 2017, 0 comments. Categories: Video & Audio Marketing.

AR and VR 101: What marketers need to know today

In addition to mastering an ever-evolving landscape of social media and digital marketing tools, today’s marketers are required to have a much more in-depth understanding of existing and emerging technology than their predecessors. The rise in experiential marketing has posed a challenge in that brands are now looking to their marketing and advertising executives to integrate never-before-seen technology into in-person marketing experiences.

This strategy comes as a response to consumers, the Millennial generation in particular,...

By Steve Alexander, 18 August 2017, 0 comments. Categories: Content Marketing, Customer Experience, Video & Audio Marketing.

Are podcasts changing advertising?

Podcast listeners were few and far between five years ago, but now they seem to be everywhere.

Whether chuckling on a treadmill or learning about quantum physics on the bus, a growing demographic of people are embracing the medium. If you are reading this on public transport, in an office or some other crowded place, there is probably someone listening to one in your immediate vicinity.

The last few years has seen an explosion in both the number of people and the number of podcasts available. In the US...

By Colm Hebblethwaite, 07 August 2017, 1 comment. Categories: Advertising, Video & Audio Marketing.

Consumers spend 19% more time watching video ads

There has been an increase in consumer response to video advertising in the last year, according to Extreme Reach.

The cloud technology company, that specialises in TV and video ad workflow, has analysed video ad serving metrics from Q2 2016 to Q2 2017.

The analysis found that:

-          the average time viewers spent watching video ads has increased by 19% from last year

-          there has been a 20% overall increase...

By Colm Hebblethwaite, 27 July 2017, 0 comments. Categories: Advertising Technology, Video & Audio Marketing.

Facebook acquires Source3 to clamp down on video pirates

Facebook has acquired a tech startup that it hopes will allow it to target users who share pirated content or share content without permission.

The company, Source3 which produces technology that recognise, organise and analyse branded intellectual property in user-generated content, recently raised $4 million in venture funding.

In a statement on the its website, the company states:

“We're excited to bring our IP, trademark and copyright...

By Colm Hebblethwaite, 25 July 2017, 0 comments. Categories: Video & Audio Marketing.

Shorter videos more common, but longer content drive engagement

Videos are a tool that many marketers count among the most effective in their arsenal. But, there are certain rules that need to be followed to drive engagement.

One of those rules is that shorter, sharper bursts of video content tend to be more effective than longer ones.

But a new study by video marketing automation platform TwentyThree has unearthed some interesting findings about how people consume video content. Perhaps the main takeaway is that when it comes to video, shorter is not always...

By Colm Hebblethwaite, 18 July 2017, 0 comments. Categories: Video & Audio Marketing.

Is 360-degree and VR video the future of marketing?

Many brands are turning to immersive video — mainly 360-degree video and VR — for innovative and attention-grabbing advertising and marketing campaigns.

Brands across numerous industries have seen significant success via their use of 360-degree video and VR. For example, Hong Kong Airlines’ 360-degree ad was 35 times more effective than the same traditional 2D...

By Mariame Cisse, 06 July 2017, 0 comments. Categories: Advertising Technology, Video & Audio Marketing.

Using AI to license content directly from social media

It can be a laborious process to find the right image for your brand or campaign. Meanwhile, social media is an almost endless source of authentic and engaging content.

Lobster helps companies access this almost infinite resource.

The company, which was founded in 2013, allows content creators to plug their social accounts into the Lobster platform to allow brands to access their images and videos.

The company can also reach out to creators of unlisted content. Creators get 75% of the purchasing revenue....

By Colm Hebblethwaite, 28 June 2017, 0 comments. Categories: Video & Audio Marketing.