Users three times more likely to engage with video on mobiles than desktops

dot rising reported last week that “new data reveals that those who view videos on smartphones are nearly three times more likely to click through to a brand’s website than if viewing videos on laptops or desktops.”

The report by Unruly revealed new stats that show CTR on desktop at 5.45%, compared to a 13.64% on mobile. As well as this, the data highlights that interaction rates for mobile are up a massive 105.63% to 22.64% in Q3 2013.

dot rising comments that “The continual reports regarding the rise in popularity of mobile highlights that now, more than ever, brands must ensure their sites are successfully optimised for mobile and tablet users. As well as this, branching into the realm video marketing is also of utmost importance for companies looking to stay on-trend and relevant for consumers”

Romanian Coke ad merges Twitter and TV advertising

I read this on .rising this morning (a great resource). Its another bid of advertising innovation, this time using live Tweets in a TV ad. .rising explain it really well and there is (a slightly annoying) video that shows it in action.

In a bid to connect the often separate worlds of TV and online advertising, an innovative ad created by Coca-Cola and aired in Romania used software that allowed a TV advert to air live tweets by viewers while it was playing.
As the video below explains, Coke’s spring campaign in the European country looked to address the fact that 60% of people in the country prefer to sit in front of the TV instead of eat their meals together. Inviting them to share a Coke and eat a meal with others who may also be eating alone, viewers were asked to tweet with the hashtag #LetsEatTogether.
Ad agency MRM Worldwide in Romania then quickly edited the tweets that would flow in, selecting five to seven to be included in each ad placement.
The campaign, which took place in spring, made it to the national evening news, and saw Coke’s Romanian followers increase by an impressive 15%.
Nir Refuah of MRM highlighted the fact that the integrated media drove excitement for the campaign, saying: “It made people actually wait for the ad. How often does that happen?”
Innovation in advertising ensures viewers view brands as fun, fresh and interesting. By interacting with Twitter followers and getting them involved in Coke’s conversation, the drinks company managed to improve the reputation of its brand in the area and, hopefully for the company, help ensure people got together to eat, tweet and drink a coke in the process! Smart campaigning, indeed.

Digital Reports to read

Adverblog is a great resource and posted these three must reads which I thought I would share here, enjoy:

we often work in uncharted territory and therefore spend much time thinking about the big question “What’s Next?”. Where and how do we spend our future creative efforts? For the benefit of brands, clients and agencies alike, we better get that one right. Read up on these three reports: Razorfish’s Outlook, Reactive’s Perspectives and VJ-Isobar’s FYI – and make the right calls for the future.

Dove Camera Shy

A conversation in the office this morning prompted me to post this. I didn’t want to like this ad when I read about it, but then when I saw it I realised it was a powerful insight driven piece. The conversation in my office today was pretty much exactly the same as what is represented by this ad. What do you think?

Facebook introduces hashtags

FB#Facebook announced on Wednesday that it was going to introduce clickable hashtags for users. You will often see hashtags in peoples posts on Facebook, where they are posting the same thing to Facebook and Twitter, outside of that its become part of the vernacular, yes people actually use the word “hashtag” in their speech!

So Facebook are doing what Facebook do well and looking at what their users are doing and rolling out a feature, with users being able to click on the hashtagged words from the search bar and view a feed on that topic. Users will also be able to click on hashtags that originate on other services, such as Instagram and compose posts directly from the hashtag feed and search results.

Debra Aho Williamson, an analyst with eMarketer, told Mashable that “This is a layer on top of what Facebook is already offering. If marketers are already using hashtags as part of their marketing on other sites, they will be able to use those same hashtags within Facebook and drive engagement within the Facebook environment.”

It seems that Facebook is trying to steal back some of the second screen action that has been pretty much twitter territory. In a post on their Blog Greg Lindley, Facebook product manager said “. “During primetime television alone, there are between 88 and 100 million Americans engaged on Facebook — roughly a Super Bowl-sized audience every single night,”

The company said that hashtags were the first of several new features that will be introduced to highlight discussions about events on Facebook. The company is rolling out hashtags to roughly 20 per cent of its users, with a full global launch expected in the coming weeks.

FB#2

What does it all mean for you?

Well the introduction of the hashtag on Facebook will change how people use the platform and engage with eachother, content and to a degree brands.

  • Brand Mentions – it seems likely that brand mentions will be easier to monitor now, similar to Twitter.  Which means you will have more access to data about your brand  which adds another layer of metrics and numbers to gauge success. You will also be able to engage in real time conversations, so think about needing to be even more always on.
  • Brand Pages – it seems unlikely that Facebook’s move to introduce #’s will threaten brand pages (where brands have spent lots of money)  and it seems more likely that it will enhance brand pages. This is a wait and see one I think.
  • User Generated content – If someone posts a picture of themselves wearing/using a new product and uses the brand hashtag, depending on your legal guidelines that could be a photo your page could use. Facebook and users love images so this will be a way to help generate more image content for brands.
  • Privacy – Facebook will maintain their privacy settings regarding hashtags, and won’t allow users to show up in click-throughs of the hashtag if their settings are set to be shared only with friends
  • Not for mobile – sadly, mobile will be a hashtag free zone as the app doesn’t support the phrase. Hashtags can be used, but there will be no click through to the hashtag feed.
  • Facebook hashtag ads – Facebook say they aren’t offering this yet, but they will.
  • Don’t Hashtag vomit – when brands were getting used to Facebook I coined the phrase Facebook Vomit  to describe how they just spewed on their walls. We have to hope brands don’t start hashtag vomiting now, so if you are a brand owner reading this – please don’t!
Sources:
http://www.guardian.co.uk/technology/2013/jun/13/facebook-to-introduce-clickable-hashtags
http://mashable.com/2013/06/12/facebook-hashtags-ads/
http://www.telegraph.co.uk/technology/facebook/10117483/Facebook-hashtags-introduced.html
http://socialmediatoday.com/ryannorthover/1314666/facebook-hashtags-brands-and-users
http://www.ignitesocialmedia.com/facebook-marketing/facebook-hashtags-for-brands/

Can’t afford to make an ad

Think again.

The latest AIB ad was made by Dublin agency Rothco using an iphone 5. Yes you will still pay for creative work and editing and the music isnt free – but this has to change how we think about making ads – it doesn’t have to cost the earth.

I hate heart disease – BHF campaign

Speaks for itself really.

I like how they have positioned heart disease and also how they are using the fight sentiment so associated with diseases like cancer. More great work by BHF