'Emerging Platforms' Category

Connecting Gaming & Brands

Posted by Tom Edwards on December 22nd, 2014 at 8:54 am

Two of my passions are gaming and marketing. Whenever I have the opportunity for the two to intersect I am overjoyed. Previously, I have written on the topic of advergaming (imedia) and brand integrations (IEG). This article will highlight case studies of advergaming as well as introduce edutainment case studies.
Gaming is big business. According to Gartner, the projected worldwide video game market size in 2014 will surpass $100 billion dollars. In 2014, 58% of Americans have played a video game and 68% of gamers are 18 or older. With the fragmentation and shifts in media consumption, gaming provides significant dwell times with a hyper connected audience. Brands that create authentic and relevant value that empowers gamers will “unlock” value beyond impressions.
Let’s start with terminology refresher. An Advergame is an electronic game - often low-cost or free - designed to promote a brand or product.

ADVERGAMING - Advergaming is closely associated with both above the line, through the line and below the line integration where the advertisements or brand integrations are either explicit and may be an integral part of the game or products are embedded seamlessly into the existing gameplay.
ABOVE THE LINE EXAMPLES

Burger King - Xbox 360 Licensed Games

Coca-Cola - ... Read more

3 CPG Soft Drink Social Media Campaigns Analyzed

Posted by Doug Schumacher on December 15th, 2014 at 12:33 pm

A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.
Report Highlights

Each campaign had a different social network drive the bulk of the engagement.
Each campaign employed a tactic for generating audience participation.
Twitter is the network with the highest posting volume in each campaign.
Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
Facebook is the dominant network for reach, with over 92% of the average fan count.

Instagram’s key factor to its triumph over Twitter

Posted by Winnie Brignac Hart on December 12th, 2014 at 9:29 am

Instagram made a big announcement on Wednesday – that it now has 300 million monthly active users, surpassing Twitter’s reported numbers of 284 million.
Why has Instagram surpassed Twitter?
It seems that Twitter’s growth has slowed to a crawl. One potential cause for this decline in growth may be due to the fact that Facebook purchased Instagram, which gave the channel access to an audience of 1.35 billion.

Instagram’s diversity of content has contributed greatly. The visual offers all of the popular aspects of Twitter, with little, if any, of the poor aspects. Twitter’s problem arises from its overactive noise. With Instagram, the volume is manageable and you’re likely to actually see every photo in your feed.
However, while some users favor the reliable, standardized photostream, Instagram’s limited approach to a visual-specific platform does constrict users and marketers. Twitter, on the other hand, can tweak its service and expand its offerings as much as it likes.
Getting More User Engagement
In the end, this statistic should be lighting fires under other social networks to focus less on user numbers and more on user engagement. With a 50% user base growth in 9 months, Instagram definitely has nailed it and proved its $768 million investment from Facebook.

3 Tips On Generating More Business for Your Company with YouTube

Posted by Winnie Brignac Hart on December 9th, 2014 at 2:53 pm

With over 6 billion hours of video watched each month on YouTube, this social channel is one to be reckoned with. If you don’t currently have YouTube as a part of your digital marketing strategy, you may want to rethink this decision.
Here are 3 reasons why digital marketers should include a YouTube plan for 2015.
1.  Extend brand equity
Video provides an opportunity to deliver a brand’s message and values in a livelier and more personal one-to-one format. A video can be incorporated in to email signatures, digital advertising copy, website landing pages and other social media channels. According to Digital Sherpa, click-through rates increase 2-3 times when an email includes a video, and 75% of users will visit a website after viewing a related video.
2. Improve search engine ranking
A properly optimized YouTube video can increase placement in organic search results. Google assigns search engine relevancy to YouTube videos, and YouTube itself is actually the second largest search engine on the internet.

3. Create One-of-a-Kind Content
You are an expert in your industry.  Create videos for your YouTube channel that will be informative and present really useful information to clients and potential customers.  “How To” videos provide online exposure, credibility and authority.
Video Marketing Through YouTube
Dedicate time and resources... Read more

Programmatic Isn’t Just for Direct Response

Posted by Bill Guild on December 9th, 2014 at 8:41 am

Whether the objective of a digital advertising campaign is to elicit an emotional experience or an action from the consumer, the real benefit of programmatic holds true for both: taking an ad’s message and bringing it to the eyes of an interested consumer, in a place and time that is appropriate for the messaging.