her-688

Press: Campaign – How AI Ready Are You

Published in Campaign, June 2016.

"'AI is the new mobile' is a phrase we might as well start getting used to hearing," says Mel Exon, outgoing managing director of Bartle Bogle Hegarty, in a column today for Campaign. Google chief executive Sundar Pichai recently spoke about moving from a mobile-first to an AI-first world. As a marketer, are you ready for this technological shift? Take our quiz below to find out.

Take the quiz here

adobe-make-a-masterpiece-hed-2016

Video of the Week: Making Art Through Stock

Stock images have a bad reputation these days - being seen largely as vacuous, cringeworthily set up photos reserved for corporate presentations and meme creation. Adobe Stock, it seems, is doing something to remedy this problem with the launch of the new service, essentially a comprehensive collection of images suitable for all kinds of graphic designers.

Reproducing Rembrandt's lost work has a form of purity to it, and to aspire so highly is surely to Adobe's credit. It takes incredible creative skill to succeed to recreate such a piece, and for that Ankur Patar must be applauded. See the advert here:

 

ogilvy

Who Was David Ogilvy, and Why Is He Being Interviewed at Cannes?

Advertising, particularly since the advent of digital, is a fast-paced industry, changing and adapting to new technologies, innovative brands and dramatically transformed consumer behavior.

Last week The Drum turned to an industry great through the power of artificial intelligence.A man who passed away in 1999, and sought to bring back his wealth of insight into an industry which has changed beyond all recognition in the last 17 years.

Often billed as ‘The Father of Modern Advertising’ David Ogilvy founded Ogilvy & Mather in 1949, based on the principle that the key to successful advertising is not to be loud, or patronising, but instead to respect and gather information about the consumer. The famous adage ‘the customer is not a moron, she's your wife’ stems from these ideas.

Ogilvy didn’t just pioneer great campaigns during these years, he practically wrote the advertising rulebook. Ogilvy On Advertising became a must-read in the industry, pushing principles of creativity, research, discipline, and, fundamentally, delivering results for clients. This mixture of different ideas is perhaps best summarised in this quote:

When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.’

All of these things have become central to our modern approach to the advertising world. But amidst all of the ad tech, the real-time bidding and questions of viewability, it is easy to forget Ogilvy’s mantras. Now moreso than ever, it’s the consumer that needs to be placed right at the heart of the advertising world. With all the new facilities and means of connecting with people, it is important not to bombard audiences with every ad under the sun but to instead sit back and think, just as Ogilvy did over 60 years ago - how do you respect your consumer, find relevant information, and target them accordingly.

Artificial Intelligence is already affecting consumers in ways that would probably not have even occurred to Ogilvy. For example, Twitter has recently acquired AI startup Magic Pony to help oversee their push in social media video, meaning that users on the site are provided not only with content they want, but content they may not have realised they wanted. Artificial Intelligence has also directed, edited and produced a new music video for Saatchi & Saatchi; analysing what video watchers enjoy and creating content that reflects this. IBM Watson, the pioneer of the Ogilvy scheme, is also intended to use AI to let consumers offer them real-time feedback, creating a (literal) dialogue with audiences.

It’s impossible to know exactly what Ogilvy would have made of the modern advertising world, but it’s fair to say he’d stick to his guns – let creativity and consumer information run hand in hand, delivering proper results and maintaining quality standards. His posthumous appearance at Cannes Lions is sure to remind us this.

 

unnamed (7)

LoopMe Launch 360° Video SDK for iOS & Android

LoopMe are pleased to announce that LoopMe’s SDK now supports 360o video advertising on android and iOS.

Following the success of the 360o Robinson Crusoe campaign, run on mobile web, LoopMe have built the functionality into their SDK, ensuring brands can reach their consumers with engaging, immersive video experiences whether they are browsing in-app or on mobile web.

The ability to deliver 360o video advertising on android & iOS, in app and on mobile web significantly enhances the reach brands can achieve with their 360o video content, opening up the whole of LoopMe’s video inventory to 360o video – a total of 1.5 billion unique users worldwide.

“With newer formats…scale can be a concern, but LoopMe were able to build the creative in such a way that allowed us to target and reach our core audience without restriction. We were also able to deliver that asset to other media owners to further increase the scale.”

Alice Bartlett, Digital Account Director, Target Digital

The SDK, which is the lightest available on the market, is easy to integrate, and allows publishers to easily host the most engaging video format available on the market.

360o video uses the device’s gyroscope functionality to allow users to immerse themselves within video content, driving deep engagement and brand affinity. Whether it’s exploring back stage at a concert, the dugout at a football match or taking in the view from Everest, this exciting format delivers outstanding brand experiences.

The format requires a video file created specifically for a 360o video advertising experience.

The video is recorded using a special camera and ‘wrapped’ in a sphere. This means users explore the video from the inside, allowing them to view every angle, rather than viewing from one fixed point.

 

unnamed (7)

 

When a device shows a 360o creative it zooms in to show 1/10 of the image, allowing users to explore the other 9/10 using the gyroscope.

unnamed (6)

To learn more about 360o video campaigns or LoopMe’s SDK, email [email protected]

 

nike-the-switch-hed-2016

Video of the Week: The Euros Inspire Future Generations

The Euros are a ripe opportunity for brands to promote positive images alongside their latest products. Throw in a few of the greatest footballers of a generation and you're onto a winner.

Nike have had energetic and uplifting advertising for a number of years now, with creatives that have spoken to people across the globe, and undoubtedly this trend will continue in Rio in 6 weeks time. For now, check out the latest advert here:

 

mobile-marketing-extended-2-1000x562

Press: Mobile Marketing – LoopMe Goes 360 for Robinson Crusoe

Mobile video platform LoopMe and ad agency Target Media have teamed up to create an immersive 360 degree mobile video experience to promote the launch of Robinson Crusoe, the new animated film from StudioCanal.

The campaign makes full use of the mobile device’s gyroscope functionality to create a 360 degree video environment that users can explore, turning their screens to intuitively reveal more content.

LoopMe’s technology is the only full-screen 360 degree solution delivering global scale, and the company has worked closely with StudioCanal to ensure the video is served to targeted audience who are likely to engage with the innovative format.

“360 degree video is a very exciting opportunity for us, especially when working closely with our animation partners nWave on titles such as Robinson Crusoe, to create exciting and engaging content to be used in advertising,” said Jamie McHale, digital marketing manager of StudioCanal UK.

“As consumers become more familiar with the experience with Facebook and YouTube rolling it out and as animators and film production improves, we look forward to bringing even more immersive experiences from the big screen to the smaller screen.”

Read the full article here.