Monthly Archives: August, 2018

Features
Netflix with advertising? Streaming service tests promotions for original content
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With Netflix trialling promotional advertising between episodes on its platform, the binge-watchers’ line-up is being increasingly interrupted by unwanted content. The latest advertising move makes a future of commercial advertising on paid-for streaming services easier to imagine than ever before. We spoke to some media experts about what this could mean for New Zealand subscribers.

News
Colmar Brunton’s five principles for creating impactful ads
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This month there is no Colmar Brunton ad impact award winner, and the reason is because none of the July TVC’s scored well against the company’s key metrics of branding, engagement, enjoyment, talkability, persuasion and differentiation. See what the company has found are the five key principles to create ads that will make a lasting impression.

Partner articles
The influence of influencer marketing
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Influencers have always been a tool within traditional advertising, now the rise of social platforms has seen the popularity of them significantly increase in the content marketing toolbox, and with good reason. With purchase now only a click away, the right endorsement from the right person can change a brand’s fortunes overnight. In this episode, we’re looking at the changing world of influencers.

News
Horse’s Mouth: Cindy Gallop
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For 33 years, Cindy Gallop has worked as a brand and business innovator alongside her MakeLoveNotPorn startup and IfWeRanTheWorld platform. Following her talk at the Adobe Symposium – a showcase of strategies for bringing together creativity and data to transform and deliver incredible experiences – we sat down with her to get her take on the technology in the hands of marketers, the industry’s diversity issue, the opportunity to take control off the tech giants and how we should be inventing the future.

News
Zavy + StopPress Social Scoreboard: Whittaker’s, Harvey Norman and McDonald’s get fans clicking
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Taking a look back at the state of social media in the month ending 18 August, it was product- and giveaway-themed posts that nabbed the standout top three Facebook posts on the Zavy + StopPress Social Scoreboard. Whittaker’s Auckland Airport launch weighed in heavily at 14,000 likes and over 900 shares on Facebook, meanwhile, Harvey Norman’s Dyson vacuum giveaway gained 13,000 comments and McDonald’s came in at third place with 6,200 likes for its $5 combo deal.

Features
Big, beautiful branding: Is the high-end TVC a relic of the past?
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Ask any industry know-it-all and they’ll tell you: In 2018 marketing is all about activating brands online. With bene ts like pinpoint audience targeting, utterly transparent reporting and real McCoy ROIs, digital is where it’s at and the big, beautiful brand-building productions of yesterday are well and truly becoming a thing of the past.
But is that actually the case? Have marketers really turned their backs on the big budget mainstream campaigns of old? Is there still a place in the market for the cinematic TVC? And are brands still willing to play the long-game of identity building?

News
Sky TV reports $240.7 million loss
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Sky TV has reported a $240.7 million loss in the year to June 2018, against a profit of $119.3 million. The profit, before a goodwill impairment charge, is an increase of 2.6 percent on the previous year.

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