Posts made in January, 2016

on Jan 28, 2016

By Mindi Chahal It is not difficult to see why virtual reality (VR) is being hyped as the next frontier of branded content considering its huge growth potential. The industry is expected to break the $1bn (£710m) barrier for the first time this year, according to Deloitte, and with Goldman Sachs predicting the market could be worth $80bn (£56.8bn) by 2025 the opportunities are only going to get bigger. However, as with any new technology that enables brands to connect with customers, those that use VR must keep it relevant to their business, while staying curious about future developments. Moves by some of the major Read full story › Source: Marketing Week...

on Jan 28, 2016

By Leonie Roderick Rufus Radcliffe, Group marketing director, ITV More than 10 million viewers tuned in for the conclusion of ITV’s hit drama Downton Abbey last December, making it the clear ratings winner over Christmas. However, with figures for other flagship shows such as The X Factor taking a dive, the channel will have its work cut out to attract new viewers in 2016. But ITV is far from sinking. Despite a 4% drop in viewing figures during the first half of last year, pre-tax profit was up by 25%, and with a raft of new content in the pipeline group marketing director Rufus Radcliffe Read full story › Source: Marketing Week...

on Jan 28, 2016

By Charlotte McEleny Japanese publishing house Nikkei, which acquired the Financial Times last year, has appointed Krux to help it build a new data-driven strategy for itself and its advertisers. It’s taken on a data management platform with the aim of creating insights to inform its publishing strategies and new products and services for its advertising clients. According to Krux, the newspaper brand will use data from multiple sources to have a holistic view of its audience, including readers’ content preferences, usage patterns, and interactions with its publication. For advertisers, Nikkei will build audience segments to deliver ‘more valuable and engaging data-driven advertising products Read full story › Source: The Drum...

on Jan 28, 2016

By John Glenday Organisers of the annual Wickerman music festival have announced that the Borders event will be taking a year out this year before its return in 2017. Inspired by the 1973 Christopher Lee horror film of the same name the festival has become an important draw for the region with music fans drawn from far and wide to witness the symbolic conflagration of a giant straw figure. Director Jennie Camm said: “Following the hugely successful running of The Wickerman Festival in 2015, which followed shortly after the death of the event’s co-founder Jamie Gilroy, the Wickerman Festival organisers have decided to take a Read full story › Source: The Drum...

on Jan 28, 2016

By Rebecca Stewart It’s always a risky move when brands hand the reigns over to customers on social, and Coca-Cola’s #GIFTheFeeling campaign is the latest stunt to fall foul of the pitfalls of personilsation. Coke released a well-intended GIF maker last night in order to promote its new ‘Taste the Feeling’ strapline. Supported by a website, the tool provided fans with a series of templates and invited them to overlay “a feeling” on top of the images. Tumblr and Twitter users quickly took the opportunity to pay tribute to the corporation with some ‘taglines’ of their own; probably not the response Coca-Cola Read full story › Source: The Drum...