We’re going to shamelessly follow Adweek‘s Ad of the Day by naming it our Ad of the Week. This stunning piece on global warming, produced for Greenpeace, is not only powerful and moving, but set to the classic Radiohead track “Everything In Its Right Place” (from Kid A). Check it and the Adweek story out here. If you get a little teary, we won’t tell; blame it on something spicy you had for lunch.
We know relevance is everything when it comes to successful brand messaging, and that it’s true in online video as everywhere else, but it’s nice to see it proven, as in this eMarketer piece about a Dynamic Logic study.
In March 2012, Dynamic Logic surveyed US women regarding context in video advertising specifically. The women surveyed said contextual video ads made them feel more favorably toward both the brand (62%) and the site where they saw the ad (56%), making contextual targeting for video a win-win for publishers and advertisers. Asked about online video ads in which the content might be relevant to the user but was not relevant to the site, 70% said they were more likely to ignore them. Once again – context is king.
The consumption patters that consumers exhibit online mirror those of offline media in many respects. Contrary to Chris Anderson’s theory of the ‘long tail’, hits, blockbusters and evergreen topics do no shrink in important online – they grow. Pop culture is the largest topic of conversation in the world and represents a topic that engages consumers of all ages. It’s our first truly global language – and the shared cultural experiences resonate far beyond their epicenter, be it Hollywood, New York or anywhere else.
This will be the first in a series of posts outlining the pillars on which the BUZZMEDIA mission is based.
Successful marketing is a mix of art and science. Great creative, delivered to the right audience in the right context drives results in both brand and direct response metrics. Sounds simple right? Unfortunately, it’s not. That’s why Buzzmedia developed Buzz Labs.
Yesterday Buzzmedia was asked to give the keynote presentation at Octagon Entertainment’s annual conference which focused on The Power of Social Entertainment. The conference explored how social media has changed the entertainment industry and what brands need to do to adapt and succeed in this ever-changing market.
The conference featured impressive and insightful speakers — from Evan Greene, the CMO of The GRAMMYs, to Tom Windish, President of The Windish Agency, to Holly Robinson Peete, the famous singer and actress. Buzzmedia was honored to tie a bow around the two day event with its keynote presentation.
Fortunately for us, this topic is central to Buzzmedia’s business and our daily experiences gave us a unique perspective to share. We are not only leading major brands into the daunting world of social media, but we are also partnering with top tier talent to ensure they connect with fans in an authentic and organic way through branded experiences.