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Posts in Advertising

Volkswagen accounts for 25% of car ads shared online

Producing content that consumers want to share is the holy grail for video marketers, as not only is it an endorsement of your ad but it means that person’s friends are also likely to view the video.

And within the automotive industry, nobody produces shareable content quite like Volkswagen.

A new report from Unruly found that the German carmaker accounted for a quarter of all automotive video shares from June 2011 to June 2012, followed by Kia (21.6%) and Chevrolet (15.3%).

The data, which is sourced from the Viral Video Chart of 12,867 autos videos, also shows that VW’s Super Bowl ad The Force is the most shared ad of all time, with more than 5.5m shares and 62.5m views.

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Will Obama beat Romney in the US election or only in social media?

In less than 36 hours we'll know the outcome of the one of the most talked about events of the year: the US elections. 2008 was marked as the first election that used social media with Obama far outpacing Senator McCain.

Now the mudslinging has hit every social platform and not only are we hearing the candidates point of view but news outlets, bloggers and anyone with a Twitter, Facebook or YouTube account are taking to the internet to say who should be the next president.

Global social advertising platform, Ebuzzing, is one of the many companies analyzing social media to predict the outcome of the election. They have pulled together over 925,000 tweets, 159,000 forum posts, 75,000 articles and 6,600 blog posts. According to the team at Ebuzzing, this amount of conversation equates to a media value of over $16 million.

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Australians are spending more time viewing videos online

Almost 12 million Australians headed online to watch videos in September, streaming 1.5 billion videos and averaging 5 hours and 23 minutes of viewing time, according to a new report. 

The Nielsen Online Video Report showed that Australians are continuing to embrace online videos, averaging 127 videos each in the month of September. 

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A love letter to Tate.org.uk

I started writing this post intending to look at some big-hitting art gallery websites and pick out best practice.

The aim was to turn you content marketers green by showing you websites for juicy organisations whose very ethos has always been content, form, learning, information, and which are now trying to adapt and evolve to make some money, too (outside of entry fees and patronage).

You can see this as the exact reversal of, for example, a marketing agency, which stereotypically has always been trying to sell through its website and is now getting its collective head around the idea of information, learning and content as the very top of the sales funnel.

So, I’ll give honourable mention to a couple of big galleries, and then move on to the meat of the post, which has been hijacked by my enthusiasm for Tate.org.uk, a website mottled with the sublime.

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Five great examples of B2B content marketing

Content marketing is more than the latest buzz word. Done brilliantly it can be a powerful and versatile tool that will engage, educate, influence and importantly win you new business.

With pay-per-click ads on Google eating more of your budget perhaps it's time to rethink and invest in content marketing.  

Here I have selected some of my favourite B2B examples that can inspire you to rethink your own content marketing strategy.

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AOL's move to content curation and distribution

Though we are hearing over and over again that content is the way forward, video content has been moving in different directions, from creators making content for specific platforms and others pushing for agnostic distribution. The fight is on for distribution and need the content is greater than ever. But what does this mean for advertisers?

AOL have started branding themselves as the new content distributor and syndicator and they currently have the largest curated library in the US. This includes 420,000 total videos with 50,000 AOL originals and they are in the hunt for more content. As we shift to viewing content online, the core of the viewing experience is real time content with news oriented videos being the most watched. The push seems to be toward news and factual programming with shows on home, food, DIY, and tech and business news.

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Start Me Up! A profile of wishgenie

Wishgenie is a social platform which allows its users to club together to buy gifts for their friends. 

I've been asking CEO David Berney about the business model and the company's plans...

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Seven big in-house marketing challenges

The prominence of agencies in today's digital marketing ecosystem is not surprising: the digital marketing landscape is so complex and seemingly all-encompassing that moving forward alone simply doesn't seem like a viable option.

Agencies aren't perfect, however, and companies that believe they can simply outsource digital marketing to another firm often learn the hard way that it's not so simple.

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VEVO turns to real-time bidding to move unsold pre-roll inventory

Despite challenges and turbulence, adoption of real-time bidding (RTB) is growing and expectations are still high that RTB will be able to deliver on its promise.

One of the big questions that lingers, however, is just how big an impact will RTB have on the online advertising ecosystem outside of display. Take video, for instance. Skeptics make interesting points about RTB's potential shortcomings in the video space and suggest that RTB may not be as applicable to video.

Are the skeptics right? That remains to be seen, but in the meantime, RTB continues to make inroads in video. The latest example of that: yesterday VEVO announced the launch of an RTB platform that it will use to move unsold pre-roll ad inventory.

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How to give your content marketing strategy a makeover

Content marketing was high on the agenda in this week’s Changing Advertising Summit hosted by the Guardian.

We know that it’s nothing new and that brands, companies and charities have been doing it for years.

But this week the great and good of marketing, advertising and digital (from both sides of the Atlantic) agreed that content marketing has become a discipline in its own right.

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Banners, buttons and text links: an experiment in conversion

Much is written about conversions from various types of page real estate, but few share that data.

Working with the team at Live Casino we have spent the past 12 months looking at how different call to actions affect click through and uncovered some interesting findings around changing behaviours in how we react.

Is click-through banner advertising on the decline? Is a button better than a text link? All of this and more is answered below.

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Stats: How online music and video affects Australian media consumption

Our Internet Statistics Compendium has seen another bumper update this month, with an impressive swathe of data focusing on the internet landscape in Australia.

The latest report released by the ARC Centre of Excellence for Creative Industries and Innovation (CCi) gives a comprehensive overview into how the internet has become integral to Australians as a social tool, a shopping platform and an entertainment channel since 2007.

Yet, it is the report’s insight into audio and video trends which are some of the most interesting, with online perhaps not eating into consumption habits of traditional media as much as we might expect. Be sure to check out the Australia and New Zealand edition of our ISC for more from the region.

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