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360-degree video is turning the heads of advertisers. Google’s TrueView platform first rolled the format out for Chrome, YouTube and iOS in July 2015. But in the past few months, demand from brands has rocketed, and both platforms and ad tech vendors have followed suit. The pull for advertisers is the opportunity to own an entire screen.
Having seen success with its 12-hour YouTube fundraiser in 2015, charity Cancer Research U.K. has been upping its video game. That year, vloggers Joe Suggs and Caspar Lee raised £10,544 alone during a day of larking about at YouTube’s London HQ. “The way social is going, every piece of content is now a video,” said Hayley Fairclough, social media manager for national events ma ...
Brands had barely adjusted to the idea that they increasingly need to be publishers today. Now they’re being expected to become broadcasters on platforms like Facebook Live, too. Since Facebook Live opened up to the platform’s 1.6 billion users in April, a deluge of U.K. brands have been experimenting there. But becoming a broadcaster overnight is easier said than done.
The arrival of December has sounded the bell for Christmas-party season. Adland has a reputation for the most wacky and raucous parties of them all, although this year they’ll have increased competition from Asian and American revelers cashing in on the weakened pound. We caught up with several U.K. agencies as they prepare for another year of festivities, aspirin at the ready.
Arhancet ‘had to Google what a co-CEO was’ Steve Arhancet has an unusual résumé: He’s played video games at a professional level, but he’s also spent a decade in corporate America working as a financial planner. “As a player, I know what’s required to achieve mastery of the game. It’s like playing chess against 10 people simultaneously,” he said.
At Digiday’s WTF is Content Marketing event this week in London, top European marketing executives came together to discuss what they’re grappling with in the industry. A common theme emerged: Brands, agencies and publishers alike all continue to struggle with proving the return on investment. While challenges around ROI are as old as marketing itself, the age of platforms has ...
Whether it’s a custom keyboard or email subject line, brands are using emojis more than ever. But for consumers, they’re still getting it wrong. According to a YouGov survey this month, 58 percent of 18- to 34-year-olds said brands using emojis in their messaging are “trying too hard.” The rest of the age spectrum feels about the same.
Explaining how ad tech works is a chore even for the most experienced media hand. We decided to ask the parents of ad tech execs to explain what exactly their children do. Nick Reid, UK managing director at Tubemogul What Nick’s dad Derek says he does: I left school at 14 and was in the scrap metal trade for decades until retirement, I miss it! I bought and sold actual products.
Many retailers dread Black Friday, but few can afford to skip it outright. But while this year is forecast to be the U.K.’s biggest spend yet, a growing number of brands are choosing to opt out and do something a little more feel-good. Lush Cosmetics hasn’t once celebrated the holiday in the three years since it has gained notoriety in the U.K.
Dawe: ‘We’ll keep opening up the space’ Think of a buzzword, any buzzword. Chances are, Just Eat has its hands in it. The food-ordering giant has built a reputation as an early tech adopter. The company is, for example, a launch partner for Amazon Alexa, has a chatbot on Facebook Messenger and a fleet of delivery robots.
Love it, hate it or mock it mercilessly: Black Friday is back with a vengeance this week. Since wreaking havoc for stores and police units in 2014, the one-day shopping extravaganza has evolved into a drawn-out, digital experience. In shifting their attention online, retailers are looking to maximize interest and minimize both injury and bad press.
The Association of National Advertisers’ watershed transparency report, released in July, unleashed a flurry of action in marketing organizations to better get a handle on where their ad spending is going. One of the report’s recommendations: It’s time for big brands to empower a chief media officer to serve as a watchdog.
For brands, the struggle against Twitter trolls is all too real. In the latest in our Confessions series, where we grant anonymity in exchange for honesty, a digital marketing manager from a high-end cosmetics brand gives us the view from the front line. Users, it seems, are angrier than ever. Responses have been lightly edited for clarity.
Instagram’s got a glut of agency folks on the platform. Some do it for the food porn; others show off their side hustle. We’ve rounded up some of U.K. adland’s most inspiring ‘grammers for you to copy — sorry — get inspired by. The concept guy This is the oldest known representation of Paddy.
Trends these days spread at lightning speed, greased along by social media. This can cause confusion for many retailers trying to anticipate what their customers want next. For Daisy London, a U.K. jewelry brand, it gets downright frustrating. “It’s so hard to know what customers want now. Everything happens so incredibly quickly,” said marketing manager Kiran Mistry.
Companies like British building society Nationwide aren’t known for captivating youngsters. But the mutual finance institution has been winning over millennials anyway. Under the tag “MoneyStuff,” Nationwide has been dishing out no-nonsense financial advice with a colorful twist. “Our overarching objective is to create an online community for a younger audience,” explained Ale ...
The athleisure boom shows no signs of abating. This year, the category is estimated to be worth $270 billion (£219 billion) globally. And according to Deutsche Bank, it has been a rising tide: boosting retail 4.1 percent over the last six years, compared to 0.2 percent for non-athletic apparel. The trend for wearing sportswear outside the gym is now ubiquitous.
Benefit U.K. first joined Snapchat in the summer of 2014, but it left a month later following lackluster results. This March — with the platform’s growing audience difficult to ignore — the team gave Snapchat a second chance: A lot has changed in two years. In 2014, engaging with fans meant pushing out images to contacts one at a time and crossing your fingers. Metrics were nonexistent.
When an employee at Unilever are called in for a review with their manager, first on the agenda is the employee’s feelings. At a company full of suits, senior executives have been encouraged to open up about their personal experiences with mental health, and employees are encouraged to do the same. The mindfulness boom hasn’t missed brands in the U.K.
With a presence on platforms including Snapchat, Instagram and Viber, 78-year-old instant coffee brand Nescafé has invested in growing its relevance among so-called digital natives. Now, according to its head of global integrated marketing, Michael Chrisment, Nescafé has set a goal: a quarter of its digital spend is going toward getting people to buy Nescafé products from its ...