Archive for the ‘Advertising’ Category

Advertising: have you got all the facts?

A cute infographic we created at OpenX for New York Advertising Week this year.


Check out these cool Brits creating e-commerce solutions out of New York agency Pod1.

Co-founder Noah Brier explains how the Percolate algorithm helps brands to be social at scale. Used by companies including American Express and Reuters, Percolate finds relevant content from around the web and feeds it back to a brand editor to add comments, before publishing back out to social channels and websites. Source: Adweek

Twitter Ads: #Winning?

Posted: December 29, 2011 in Advertising, Social Media, Twitter

2011 saw one of Twitter’s boldest moves to date as it introduced the beta advertising program to a select number of companies willing to test it out.

Twitter has naturally been very cautious in keeping a tight control over how this rolls out in order to prevent any negative consumer reaction and, as such, have limited access to a select number of brands this year. Over the past few months I secured participation in the beta testing program on behalf of a world-leading digital advertising company, allowing us to take advantage of Promoted Accounts and Promoted Tweets. The third area that is currently available for promotion is that of ‘Promoted Trends’, typically being deployed by brands releasing films, video games and other one-off products that can warrant the $100K+ cost-per-day basis.

Through running a series of tester campaigns, I’ve had the opportunity to try out some of the following Promoted Account and Tweet campaigns:

Promoted Account campaigns that:

–       Gave visibility to the followers of competitor brands.

–       Targeted the followers of relevant industry journalists, bloggers and analysts.

–       Positioned the brand in front of those searching for relevant keywords typical in our industry.

Promoted Tweets that:

–       Would be viewed by the brand’s followers, regardless of when they might be viewing Twitter content.

–       Shared positive endorsement of the brand in front of users who we know might be searching for or following our competitors.

–       Were targeted to particular countries using local language for maximum effect.

With reported engagement rates of up to 11% by some, I’m pleased to say that I’ve seen rates slightly north of this for some of our Promoted Tweet campaigns and follow rates of up to ten times the suggested average for the Promoted Account campaigns. There are plenty of case studies on Twitter’s blog here that make for encouraging reading too.

So, what of the consumer reaction to these types of promoted content? A recent Lab42 study showed some interesting results.  48% of respondents indicated that they had seen a promoted Tweet from a brand they consider relevant to them, and 42% have received discounted offers via promoted Tweets. Compare these figures with the 21% of US users who suggest that Promoted Tweets are “annoying and take away from the Twitter experience” and you have a fairly good indication that Twitter is close to getting it right.

As we head into 2012 I fully expect to see more promoted activity and higher levels of creativity around how campaigns are being executed by brands. Looking to maximise your brand on Twitter, drive new followers and improve your content? Get in touch. You can also register your interest in using the promoted products here.

Regardless of how much it grosses at the box office or recognition it receives at the Academy awards, the promotional campaign for Warner Bros. Pictures’ latest offering Contagion is sure to get some advertising industry attention.

Glen D’Souza and Mike Takasaki for agency Lowe Roche (@loweroche) created a pretty unique campaign utilizing window boards with growing bacteria in the form of the film title treatment. The board itself was put together by CURB (@curbcrawling), with the help of a few micro-biologists along the way who used all sorts of growing bacteria to create the effect. Check out the short film for the behind-the-scenes work, and the public reaction on the streets of Toronto. An awesome idea that was a perfect match to the film’s content.