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Warc Media Trends Snapshot: Short-form Video – How short, shareable video could disrupt digital advertising
Warc Trends, Snapshot, May 2013
Short videos, uploaded via mobile apps and distributed on social media, have captured marketers’ attention.
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.
The Brave New World: Leveraging digital effectively
Bhomik Chandna and Priti Mehra, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels.
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels. It discusses results of a research study comparing the impact of different media in achieving marketing objectives, including brand awareness, favourability and purchase intent. By using this framework, the authors aim to determine global digital campaign performance across geographies (with a focus on Asia), the performance of the emerging digital platform of mobile, and best practices for digital creatives. More generally, the authors conclude that understanding digital media is the key burning need of consumers and that digital media across the globe work strongly for successfully implementing marketing objectives.
Succeeding in the digital world - insights from Coca-Cola, IBM and Yahoo
Preeti Chaturvedi, Event Reports, ad:tech New Delhi, February 2013
In this article, leading marketers from Coca-Cola, IBM and Yahoo discuss how brands can progress in the digital world.
In this article, leading marketers from Coca-Cola, IBM and Yahoo discuss how brands can progress in the digital world. A continual emphasis on innovation, ensuring brands remain relevant and generating meaningful customer insights are among the core priorities of these advertisers. Creating content that successfully engages the target audience, and stimulates them to share, should be another primary objective.
How 500 people changed destination marketing: using social media to sell Canberra
John Davidson, Event Reports, ad:tech Sydney, March 2013
Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations.
Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations. To achieve this, it held a competition that saw 500 social media influencers see the city, and provide unmoderated online feedback about their trip to a dedicated website, and platforms like Facebook and Twitter. The result was a huge amount of positive buzz, and millions of dollars in earned media impressions.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Key Issue Forum, Re:Think conference, 2013
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.
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.
Warc Marketing Trends Snapshot: Real-time Response – How brands are reacting instantly to news events
Warc Trends, Snapshot, February 2013
Real-time bidding is reshaping the way online ad space are bought and sold. Now, the rise of social media has led to a similar real-time leap in the actual ad creative process.
Real-time bidding is reshaping the way online ad space are bought and sold. Now, the rise of social media has led to a similar real-time leap in the actual ad creative process. From text-based tweets to ad creative, real-time marketing is becoming an increasingly-used technique. Oreo and Tide's Super Bowl 2013 banners could be a tipping-point for the trend. But real-time reactions have limitations: they are more a tactic than a brand-building strategy, and "PR fails" remain an ever-present risk. This Snapshot includes examples of brands ahead of the curve.
Marketing cars: A prestige marque for the young
David Edwards and Ollie Gilmore, Admap, February 2013, pp. 26-29
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years.
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years. The BMW 1 Series now contributes to around one quarter of BMW's annual passenger car sales and Audi's A1 demonstrated the public's appetite for Audi engineering in 'concentrated' form. Mercedes-Benz will launch its A-Class in 2013 but the brand has an age perception problem, with research showing that the perceived age of a Mercedes driver was at least a decade older than that of an Audi or BMW. It is a brand at odds with the dynamism and energy of youth. This article shows how recent campaigns for Mercedes-Benz have started to tackle the issue, using active interaction and cross-platform populist storytelling.
Insights from the IPA Effectiveness Awards 2012: TV and digital - Are we there yet? Or do we even have a map?
Phil Danter, Institute of Practitioners in Advertising, from Advertising Works 21, 2013, pp. 17-22
Based on the case studies featured in the IPA Effectiveness Awards 2012, this article presents four models for how brands have employed television and digital media together to achieve transformational campaigns and results.
Based on the case studies featured in the IPA Effectiveness Awards 2012, this article presents four models for how brands have employed television and digital media together to achieve transformational campaigns and results. These are the 'Top-down' model, whereby TV is used as the primary launch platform for the campaign message; 'bottom-up' model, where significant levels of social/online activity is generated, which is then selectively broadcast on TV to a wider audience; 'prequel/teaser' model, which uses digital channels ahead of TV launches to establish buzz around campaigns before they launch more traditionally; and 'recruitment' model, which recruits viewers to online/social programmes and activities. However, none of the campaigns that used these models has demonstrated their respective effectiveness, instead treating them as medial decisions rather than an overt strategy. This will need to be established as in the future, campaigns will have to integrate television and digital as a matter of course.
Warc Trends: Seriously Social (summary version) - A casebook of effectiveness trends in social media campaigns
Peter Field and Carlos Grande, Warc Trends, January 2013
This summary version of the 'Seriously Social' Warc Trends Report (also available in its full version) provides an overview of key findings from a study of almost 800 award-winning cases on Warc that included a social media element.
This summary version of the 'Seriously Social' Warc Trends Report (also available in its full version) provides an overview of key findings from a study of almost 800 award-winning cases on Warc that included a social media element. The analysis looked at patterns in media selection, campaign duration, and budgets across this body of cases, and compared case containing social media that won Gold Awards with non-Gold winners. It argues that many social campaigns are still project-like in scope, and distinguished by short durations, low budgets and present social media statistics rather than commercial results as their proof of effectiveness.
Warc Trends: Seriously Social - A casebook of effectiveness trends in social media campaigns
Peter Field and Carlos Grande, Warc Trends, January 2013
This full version of the 'Seriously Social" Warc Trends Report (also available in summary form) identifies and explores effectiveness trends across approximately 800 recent case studies on Warc that contained a social media element.
This full version of the 'Seriously Social" Warc Trends Report (also available in summary form) identifies and explores effectiveness trends across approximately 800 recent case studies on Warc that contained a social media element. It includes quantitative analysis of patterns in media channel selection, duration and campaign budgets across this body of cases, and compares cases with social media elements that won Gold Awards to those that did not win Golds. Additional charts identify the heaviest sector and brand users of social media among Warc cases. The report also discusses the key issues facing social media marketers.
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