How to capitalise on interactive voice advertising: A guide

Until fairly recently, advertising has been limited to one-way communications. Advertisers attempt to make lasting impressions on mostly passive audiences in short periods via billboards, broadcast, print, and other mediums. Sometimes their efforts pay off, but it’s hard to track engagement.

That’s because all brands continuously bombard people with static, one-dimensional ads. Consumers grew adept at tuning out dry or repetitive radio, TV, and internet ads — a psychological...

9 October 2020 | Advertising

Understanding the eight metrics YouTube’s algorithm uses to rank videos

YouTube can be commended for making efforts to keep the marketing community updated about its latest developments in algorithms and analytics. This article looks at some of the metrics that YouTube’s algorithm uses to recommend videos to viewers on their Home and Watch Next screens.

Click-through rate (CTR)

On the home screen, YouTube shows the most relevant videos to viewers based on how many times other users clicked on the same videos and found them useful. The same CTR...

8 October 2020 | Advertising

Why digital marketers have to keep up with emerging tech to stand out

The internet is having a moment. Forcing most of the developed world inside and online this year has officially pushed us into the next digital evolution. Among other technologies, augmented reality (AR) is on the rise. Digital marketers need to be aware of AR's vast capabilities in order to reach today's media-bombarded customers in new and exciting ways.

Augmented reality makes perfect sense in scenarios when consumers want to try goods on themselves: makeup, clothing,...

30 September 2020 | Advertising

Beyond the traditional: How YouTube is looking to turn lockdown viewing habits into a marketing win

Lockdown measures have been continuing to ease across the UK and beyond - albeit with some caveats - but there are some habits formed over the past few months that are here to stay. Being stuck behind closed doors led many people to try new things for the very first time, whether that was baking bread, a self-haircut, or working out at home instead of down the gym.

While the evidence on the streets suggests hairdressers won’t be replaced by DIY jobs any time soon, all three of...

15 September 2020 | Best Practice

Exploring Instagram Reels for marketers: Not just a TikTok clone?

Introducing Instagram Reels; a new way of creating fun and engaging video content from Instagram Stories, distributed directly to your feed. So, what’s all the fuss about? Is it just a TikTok clone? Is it another example of owner Facebook aiming to take out the competition in the same way it introduced Stories as an alternative to Snapchat?

Well, yes and no. Instagram Reels has been in development for some time (since being trialled in Brazil late last year) and launched earlier...

26 August 2020 | Social Media Marketing

TikTok has a ton of potential – and brands are only scratching the surface

Not everyone loves it when the new kid shows up and starts turning heads, but sometimes there is a reason to pay attention. On the social media playground, that new kid is TikTok — and it is time for brands to take notice.

ByteDance’s addictive video app, now barely three years old, was downloaded 315 million times in the first quarter of 2020 — more than any other app has been downloaded in a single quarter, according to analytics firm Sensor Tower. Advertisers are rushing...

22 July 2020 | Branding

Has social distancing helped usher through the age of immersive digital?

As brands around the world respond to the ongoing disruptive trends and scrabble to re-shape the way they engage with their customers, what we are witnessing is an explosion of immersive digital experiences.

It might seem that up until a few months ago immersive digital interactions were more of a cherry on the top rather than the actual bun. Has the recent enforced social distancing changed our daily habits for good?

On the one hand we have seen a surge of digital...

1 June 2020 | Commerce

Has it taken a crisis for us to embrace the power of broadcast communications?

For many years, technology has had the power to radically alter the live communications landscape. From virtual, augmented and mixed reality to AI, technology that is readily available to us has been in a position to dramatically change the way we engage with live events through broadcast. Often this type of communication has been pushed to the side as facilitating it has not been viewed as “business critical”. Of course, communication is now and always will be business critical but,...

20 May 2020 | Video & Audio Marketing

Personalisation, video and VR: How digital is bringing the luxury experience everywhere

Once upon a time, the luxury experience was inherently tactile. The awe factor of walking through a multimillion-dollar vacation home or sitting behind the wheel of a custom luxury vehicle was only possible in the physical realm. But ever-advancing technology has changed the luxury game.

It’s not a question of whether or not digital works in luxury. You can pick the finishings for your Audi in digital showrooms, try on designer clothes in virtual fitting rooms, or take home...

20 April 2020 | Advertising

Will Eagle, Read This If You Want To Be YouTube Famous author: On authenticity, attitude and audience

“Video is an acquired skill,” explains Will Eagle, author of Read This If You Want To Be YouTube Famous. “It’s not the same as Instagram – anyone can take a picture and apply a filter.”

Eagle, who spent four years as a brand strategist at Google working primarily on the video platform, put together his new book based on a survey which found three quarters of young people interviewed wanted to become YouTubers. Yet long gone are the days when...

24 January 2020 | Best Practice