Archive for Jennifer Marlo

Why you need to be thinking about short-form video content

Posted by Jennifer Marlo on December 9th, 2014 at 10:37 am

If you’re a marketer and not hip to short-form video content platforms, your education needs to start here and now. The fact is our minds are changing. Content is becoming shorter, more accessible, and more plentiful than ever, resulting in truncated attention spans and an ever-growing desire for instant entertainment. Face it, the days of the 60-second spot are numbered.
Morley Winograd, author of "Millennial Momentum: How a New Generation is Remaking America" kicked off day two of the iMedia Agency Summit with a keynote that detailed how youth generations are changing the way we consume information. Winograd zeroed in on short-form content and what it means for advertisers. In short, we must keep up with the trends and rapid-fire changes demanded by our audiences in order to stay relevant.
Winograd’s keynote was followed by a panel of content creators and social influencers who discussed their practices and inspirations. To give context, below is a video that showcases a few trend-setting micro films. Watch and enjoy.

Video roundup from Advertising Week

Posted by Jennifer Marlo on October 2nd, 2014 at 7:10 am

"The future creative landscape" panel that went up this Monday during Ad Week showcased a few great examples of content done right. Some ads were touching, most were humorous, and quite a few took on the 15-second "snackable" challenge.
Here are some of the best:
Ikea's " Experience the power of a bookbook" ad just cracked me up for the tenth time:
Mountain Dew took on the "snackable content" challenge:
GE pulls on our heart strings:

How data is transforming the way agencies work with clients

Posted by Jennifer Marlo on October 1st, 2014 at 11:51 am

In 1966 Englishman Colin McDonald carried out a pilot study that became a game-changer for the advertising industry; McDonald asked 255 women to keep diaries on the media they consumed and the purchases they made.
After much debate between marketers and analysts, a trend was discovered. The first exposure to an ad has no effect upon purchase behavior.  After the second exposure, a purchase is more likely to occur. However, once the consumer is exposed to an ad more than three times, they are less likely to purchase due to "ad fatigue." Thus, over the span of decades, advertisers have spent billions of dollars on advertising based upon the “rule of three.”
This concept revolutionized the advertising industry in its day, but does it still apply now that we’re in the era of big data?
"We're swimming in sea of data and the potential to transform that data is massive," said Baba Shetty, Chief Strategy and Media Officer of Digitas during the "Making data actionable in the age of programmatic" session at Ad Week.
However, in order to transform that data, marketers must stop looking at empirical generalizations and start honing in on the specific. Agency marketers must analyze the rigorous, researched truth about... Read more

How to prepare for the year of programmatic TV

Posted by Jennifer Marlo on September 30th, 2014 at 7:35 am

Forget the “year of mobile.”  For TV advertisers, 2015 is the year of programmatic.
According to a survey recently conducted by Adap.tv, of 350 respondents, 60 percent intend to use programmatic tactics or technology for buying television in 2015. To give context, just two years ago, that same poll yielded zero affirmative responses. Programmatic is taking hold fast in both the digital and TV advertising worlds.
For TV advertisers, the definition of programmatic has two meanings: data driven decision making and workflow automation.
“The data-driven decision making component of it is algorithms and machine learning -- they’re helping with the data ‘decisioning’ behind  planning, targeting, optimization, measurement, and attribution,” said Dan Ackerman, SVP, Programmatic TV, Adap.tv, during the “Programmatic TV, Advertising's Next Great Frontier” panel at Advertising Week.
“On the workflow automation it’s really all about the tedious difficult stuff that creates all of those inefficiencies -- getting orders, getting spot times...” Ackerman said. In other words, for the modern agency to be truly adept, it must not only systematize its decision-making process in an intelligent and omni-observant way, but it must also structure internally for this change. This means training the workforce.
According to Doug Ray, Global President, Carat, this need for training is... Read more

Change your life with bacon (the key to creating viral videos)

Posted by Jennifer Marlo on April 7th, 2014 at 2:59 pm

As I promised in my coverage of the iMedia Canada Summit kickoff party, a blog on bacon:
Did you know that bacon can make you do things? "Bacon has power," said David Alexander, Marketing Manager, Digital, Maple Leaf Foods at the inaugural iMedia Canada Summit in Montreal. Indeed, it has the power to make you watch videos like this one:
Or this one:
In his case study, Alexander explained that the key to achieving virality online is to follow these four rules: Start with great insight, connect to a truth while offering a new perspective, make it simple and understandable, and make sure there is room to grow.
As you can see by the videos above, the content effectively targets its intended demographic and consistently delivers humor. The videos aren't just shareable because they're hilarious  -- Maple leaf pledges to donate a wholesome meal to a local food bank on the behalf of consumers that share to their social networks. Additionally, the videos not only bring the Maple Leaf brand to light, but elevate the bacon product as a whole, benefiting the entire pork industry.
So, what were the measurable results?

More than 2 million voluntary views
More than 10 million social impressions
Ten thousand pounds in... Read more