Brands don’t need to post content everywhere to succeed, says digital expert

Posted on Monday 27th of March by Jo Cook

Brands should only leverage digital platforms that help them engage with a target audience rather than attempting to be “everywhere” online, according to tech enterprise AKQA. Claudia Cristovao, Creative Director for the company’s Tokyo group, claims that a streamlined approach is critical for combating the challenges associated with content fatigue.

At the latest Adfest last week, Cristovao went into detail about the issue of modern brands posting content across social and other online platforms that will probably never be seen by anyone, much less the consumers whom they are actually trying to interact and engage with to drive positive customer intent.

While there is an ongoing trend of more automated processes for marketing and advertising, Cristovao believes that human input is still an absolute necessity for delivering content in the right place at the right time to maximise exposure and reach a much wider audience. She added that it … Continued

Shorter premium video content best for driving purchases

Posted on Friday 24th of March by Chris Lee

Premium video content with a focus on a brand story rather than a hard sell is best for driving engagement and purchase intention on social and other online platforms, according to a new study by MediaCityUK that looks at how different run times and editorial styles impact on the customer journey.

In total, 2800 people were polled for their views and reactions to visual content after watching a series of test videos. Before the study took place, 29 per cent of the respondents had completed a purchase through an online clip, while 30 per cent had clicked on a clip to find out more information. Half of those surveyed said that they typically have the sound on when perusing products online.

The main takeaway from the tests is that shorter forms of video content are more engaging, as clips that lasted 15 seconds were considered a much better shoppable video … Continued

Experts say AI set to transform branded content

Posted on Thursday 23rd of March by shaun

Brands will be required to leverage artificial intelligence (AI) and other forms of advancing tech to deliver engaging content that is highly relevant to consumers. Marketing experts claim that both AI and personalisation will be key to providing an “individualised experience” and maximising every single engagement in a “noisy world.”

Consumers now have access to a wealth of articles, news and videos across online and social platforms, so it is critical that brands stand out from the crowd by optimising their content marketing campaigns at the granular level to remain relevant. This will require a focus on greater personalisation as marketers attempt to deliver the right message at exactly the right time.

AI can support these aims, as it allows brands to analyse demographical and behavioural data to determine the content formats that end users will enjoy and engage with. Marketers can then analyse content consumption habits to reveal … Continued

Transcreation crucial for building global brand

Posted on Wednesday 22nd of March by amy

Brands building a global social content marketing strategy need to focus on in-depth transcreation rather than simply translate posts and Tweets in order to engage with regional audiences effectively. This was one of the key takeaways from the Marketing Technologist Forum 2017, which took place in London last week.

Many enterprises now want to go global with localised content to reach overseas markets, but marketers are often unaware of the extra work involved in tailoring a content strategy to overcome common obstacles such as language and culture. Leading figures at the marketing event revealed that a total rebrand, region by region, may be required to really connect and engage with overseas consumers.

Tom McLoughlin, Head of Social Media at, said that the travel enterprise has redesigned its logo, changed its strapline, dropped its mascot and optimised content for social differently depending on the region. It has also changed … Continued

Twitter makes it easier to post live clips with new API

Posted on Tuesday 21st of March by amy

Twitter is improving its live video functionality with the launch of a new API that allows media publishers to post broadcasts on the social platform more easily. The tool also empowers brands to produce higher-quality content by linking in with video editing and professional broadcasting equipment.

News of the API was first leaked last week, but tech news site TechCrunch has now revealed that it will launch today with several API partners, including Wirecast, Telestream and Livestream Switcher. These partners won’t actually be creating engaging content but will help publishers get their live clips up and running on Twitter.

The API is believed to be similar to Facebook’s own iteration, which launched nearly 12 months ago as a means to connecting professional equipment such as desktop editing software, editing boards, large video cameras and satellite vans to the social sphere.

Twitter previously relied on the Periscope Producer functionality for … Continued

Google to offer more ad control after extremist content controversy

Posted on Monday 20th of March by Jo Cook

Google is ready to give brands more control over the placement of advertisements across its Display Network and YouTube after it emerged on Friday that some ads were being placed against extremist content. The UK Government, The Guardian and Marks & Spencer are among those that have pulled ads since the revelation.

A Sunday Times investigation found that ads were running alongside videos with anti-Semitic, terroristic and other forms of offensive content. The British Government has paused its online activity on Google’s ad platforms and has now summoned the tech giant’s executives to find out exactly why its ads were funding publishers of extremist articles and videos.

Google said in a blog post that its automated algorithms are not always able to prevent ads from being matched with offensive content but added that this only occurs on rare occasions. However, Google admitted that it needs to do more to ensure … Continued

YouTube to replace Annotations Editor with End Screens and Cards in May

Posted on Friday 17th of March by dave

YouTube is bringing the curtain down on its Annotations Editor engine as it continues its focus on more relevant mobile-first tools such as End Screens and Cards. YouTube said that the change, which will take effect on 2 May, follows a notable decrease in the use of annotations and the fact that viewers often find them annoying and unhelpful.

Annotations Editor debuted almost a decade ago, when desktop was the primary means for consuming creative video. The functionality allows publishers to include small text boxes within clips to direct users to other videos and add ancillary information and other small footnotes, but YouTube revealed that its usage has slumped by 70 per cent.

The main reason for the significant fall-off is that annotations only work on desktop and can’t be seen on mobile. Optimising video for smartphone and tablets is now more of a pressing concern for brands, and … Continued

Google using “quality raters” to flag offensive content in search

Posted on Thursday 16th of March by shaun

Google has stepped up its attempts to eliminate offensive and upsetting content from search results by using thousands of independent contractors to flag inappropriate news, images and articles. The work of these “quality raters” will help the tech giant improve and optimise its search algorithms.

Google started using contractors to rate search results depending on their usefulness to real queries back in 2013, but these third parties will now be able to flag specific content as “Upsetting-Offensive” if SERPs show anything that, for example, promotes hate against a certain race or ethnic group, features graphic violence or contains information about harmful activities.

However, flagged content must be more than a merely upsetting topic. Google cited the recent controversy about Holocaust history searches to highlight that “a factually accurate source” is deemed appropriate, while a result showing a denial site deserves a red flag.

Google rolled out the rating system in … Continued

Editorial content best for ad visibility and recall

Posted on Wednesday 15th of March by aimee

Websites with premium editorial content are the best digital environments for ad visibility and recognition, according to a new study by mobile agency Kargo. Real-world tests found that ads in editorial streams beat those in both social and search in several key metrics for end users.

Kargo partnered with Nielsen to monitor the reactions of 100 smartphone owners to ads across different digital formats. Participants were given ten minutes to consume and experience content on search engines, social sites and premium editorial spaces to ensure that the process resembled a standard viewing session.

To measure the reactions of digital readers, Kargo asked three questions about their exposure to the ads. These centred on how visible the ads were across digital environments, how many ads were seen and how well they were recalled afterwards. Kargo also used tracking to monitor the visibility of ads to the human eye.

The results … Continued

Nearly half of enterprises struggling to keep digital content updated

Posted on Tuesday 14th of March by Jo Cook

More than a third of enterprises are struggling to execute content marketing and other digital-related strategies effectively, as they believe that they don’t have enough board support. A new study from Acquia canvassed the opinions of digital leaders from across Europe and found that “numerous barriers” are preventing them from delivering desired results for digital strategies.

Content is now critical to engaging end users and driving positive customer actions, but 47 per cent of the 450 professionals quizzed in Germany, France and the UK said that they are unable to keep websites, blogs, social media profiles and other channels updated. Nearly nine out of ten also said that they are struggling to execute successful personalisation for digital endeavours.

The Beyond the Hype report highlights the still-notable disconnect between strategy and execution for modern enterprises. While customers now expect seamless experiences and premium content that informs and educates across a … Continued