Fifteen-second ads continue to dominate YouTube by capturing 47% of ads from January 2018 to February 2019, according to MediaRadar, while 30-second spots increased to 24% of ads, year-over-year, and 6-second promos dropped to 16.5% of ads. The shift can be attributed to the fact that 15-second, nonskippable ads are only recently available in ad auctions and the popularity of long-form content, says MediaRadar CEO Todd Krizelman.
TV viewers are increasingly using social to connect with each other during their favorite shows and research indicates that advertisers can benefit from including digital elements in their ads, such as hashtags, and that ads that appear during shows that generate a lot of social activity spur purchases, David Schweidel writes. "When marketers are advertising in socially popular shows, they should be mindful of the mood portrayed in ads, as emotional and funny advertisements do a better job of grabbing viewers' attention," he writes.
This infographic from Branex highlights video marketing statistics and emerging trends that will continue to dominate, including live branded Q&As and 360-degree video to deliver immersive experiences. Additionally, mobile-first video will become the norm, YouTube spots will become more popular than TV ads and virtual reality video will see wider adoption, Branex predicts.
"I believe that a whole new wave of innovation will be unleashed as 5G enters the mainstream," asserts Mo Katibeh, CMO at AT&T Business. In this exclusive Q&A, find out why he views the rollout of 5G as a revolutionary moment that will forever change the way people do business.
This is your last chance to register for the 2019 ANA Masters of B2B Marketing Conference, May 29-31 in Chicago. Learn how the best business marketing minds are driving growth and building marketing value.
- Alicia Tillman, global CMO at SAP
- Gary Vaynerchuk, CEO at VaynerMedia
- Russ Findlay, EVP and CMO at Hiscox
- Toni Clayton-Hine, CMO, Americas, at Ernst & Young
- David Rabkin, EVP and general manager of U.S. small and medium-sized enterprises, global commercial services, at American Express
- Penry Price, VP of marketing solutions at LinkedIn
- Michael Lacorazza, EVP and head of integrated marketing at Wells Fargo
Huge's awareness campaign for chimpanzee sanctuary Project Chimps features adventure maps created from the perspective of 59 chimpanzees ages 8 to 34 that are now free from research facilities to enjoy the "Playground of Possibilities" or the "Wooded Wonderland." Huge Creative Director Roy Torres says, "Caretakers in the workshop build toys for daily enrichment activities with power tools and donated supplies. It almost feels like Santa's Workshop."
Magna Global partnered with Twitter to uncover insights related to purpose-driven advertising and the study reveals that 25% of buying decisions made by consumers are due to a brand's cultural relevance and that 58% of consumers want to see philanthropic behavior from brands. Advertisers "need to know their audience and choose something that is often a cause or a topic that's authentic to them," says Magna's Kara Manatt.
DDB's Keith Reinhard chats in this podcast about his 65 years in advertising, his iconic "You Deserve a Break Today" campaign for McDonald's, working with legends like Chuck Jones and what's ahead for agencies. "There will always be interest in in-house, there will always be interest in bespoke, there will always be interest in putting disciplines together and Accenture buying Droga," he says, adding, "But there will also always be DDB."
McKinney is launching a Los Angeles office by buying Operam Creative Group in an undisclosed deal. McKinney is based in Durham, N.C., with another office in New York City, and the new McKinney LA operation will retain Operam Creative Group's staff and its current clients, including Amazon Studios, Orion and WeTransfer.
The vital ingredient for brand innovation success is the "grit" required to drive forward great ideas and make them a reality, Allen Adamson and Barton Warner write. Brands need "[g]ritty people who come up with gritty ideas and can assemble gritty teams with the passion and perseverance to execute every detail brilliantly," they write.