Summary
Short videos, uploaded via mobile apps and distributed on social media, have captured marketers’ attention. The 2013 release of Vine, a video-sharing app owned by Twitter, has met with success, capturing the imagination of journalists, creatives and advertisers alike. This "pull" format of online video is potentially more engaging than other digital formats - and Twitter-style ad features for Vine could attract extra adspend in future. This Snapshot includes examples of brands ahead of the curve.

Summary
This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity. Its marketing team is also getting involved with mobile and online video - the latter initiative aided by a partnership deal with Google that will see many live music performances streamed via YouTube. The report concludes with advice for other marketers planning a similar digital revamp.

Summary
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign. It looks at how the campaign has evolved from one big memorable moment to a series of moments in a journey leading up to the latest embodiment, 'Move on'. Starring Hollywood actor Mads Mikkelsen, Move On is a road trip movie which begins in the Netherlands and journeys through Germany and Eastern Europe, with some direction and details of the storyline being decided by Deutsche Telekom customers. The campaign lasted several months from its online launch to its TV premiere. With film roll-out running into this year, the movies and associated media activity will run for almost a year. Initial results are showing total brand fit uplift was on average 10.5% across all markets with purchase intention increased up to 30%.

Summary
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP. The main themes of the presentations are: that incorporating a real-time element to marketing, often through brand "newsrooms", is being increasingly looked-at by brands; that deep integration between TV and digital efforts is often crucial to campaign effectiveness; and that the digital ad market remains in flux, with significant uncertainty over the rise of programmatic buying and the make-up of online adspend.

Summary
This analysis of video-on-demand (VOD) advertising argues that TV has moved "beyond fragmentation", as programs are being carried on new digital and mobile platforms. As a part of this trend, VOD viewership has been growing at double digit rates, but the paper argues that there has been little understanding of how commercials perform in VOD - despite the value of advertising time in VOD. The paper discusses research looking into the pre-roll VOD ad format, which suggests that the "pre-roll" has a very high value. The methodology behind this assertion is explored. It follows that this high value of audience for pre-roll gives advertisers a unique opportunity to connect with engaged viewers.

Summary
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.

Summary
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action. Consumer engagement mode (click-to-play vs. auto-play) was found to be the most important element for advertisers to consider when their objective is driving brand awareness. The quality of the website a video ad appears on was found to be the primary driver of brand perception, consumer intent, engagement, and overall satisfaction. The research also found that click-to-play ads elicit nearly four times more positive emotions from consumers than auto-play ads and that larger video players evoke higher levels of brand awareness.

Summary
This report covers an address by Sarah Ivey of Initiative, the media agency, in which she discusses the potential of mobile as a marketing medium, based in the findings of a multi-market study of consumers' use of and attitudes towards mobile. The study identified mobile as a highly personal device used by people to connect to their friends, family and wider world, particularly by younger 'mobile natives'. She describes and shares research about a series of 'mindsets' among this 'native' group: they are constantly fighting boredom; they are incessant multi-taskers; and they shop using their mobiles, including at home.

Summary
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.

Summary
This report covers an address to the 4A’s annual Transformation conference by Ann Lewnes, CMO of Adobe, in which she describes the global software company’s shift to a digital-led marketing strategy. She discusses research revealing CEOs’ scepticism of marketing’s impact but cites the measurement potential of digital marketing – including solutions offered by Adobe – as the ultimate rebuttal. It was this insight that formed the basis of the company’s online-video-led ‘BS’ campaign, which tackled the vagaries and buzzwords of digital marketing head on, to promote Adobe’s digital marketing measurement tools.