You’re serving up ads but do people want to see them and are they paying attention? TVNZ’s latest Forecast Study examines the value exchange and how time and money are being traded to watch – or not watch – advertising. General manager of trade marketing Kathryn Mitchell talks us through the research and how broadcast TV came out on top.
This week, TVNZ’s New Blood initiative went live, as more than 20 pieces of short-form content found a home on TVNZ.co.nz, YouTube and Facebook.
Ipsos has released the results of its ‘Most Influential Brands in New Zealand’ study and technology brands lead the pack, with Google, Facebook and Microsoft taking the top three spots respectively, alongside four local brands.
YouTube reveals the five most popular ads of 2016.
In lieu of a Year in Review, Contagion managing director Dean Taylor looks at the young YouTube stars influencing toddlers’ Christmas wish lists.
Social media stars and influencers are becoming an increasingly popular way for brands to reach an audience. And while their power to reach and engage an audience has only become apparent in recent, 54-year-old Contiki built its brand with influencers. We talk to marketing director Tony Laskey about its latest influencer based campaigns, building relationships and why influencers work so well for Contiki.
Now more than ever, audiences are dipping their toes into a number of different forms of video content, from Snapchat to YouTube, to Facebook. But with the the world wide web diverting Kiwi eyes away from local content, we speak to general manager of content solutions Lyndsey Francis about producing local short-form content and the opportunity for brands to get involved and keep those eyes closer to home.
NZ On Air has made a move to grow New Zealand’s online talent in a partnership with YouTube at a time when its channels are followed like TV series. However, according to new research, the same cannot be said about the platforms branded channels.
360-degree video, which has been described as the next big thing in tech for 2016, is slowly gaining traction in New Zealand as brands begin experimenting with it in creative ways. Here’s a rundown of how a few of them have been using it so far. PLUS: a first-hand account of Augusto’s experience with the technology.
From taking bathroom breaks to hitting the skip button as aggressively as possible, Kiwis will in most instances do all they can to avoid ads—something that’s evident in the rapid growth of ad-blocking software. However, every year, there are a handful of ads produced that Kiwis actively search for and share with their friends. And this year was no different, with YouTube’s leaderboard of ads showing that Kiwis are happy to sit through an ad if the idea is strong enough.
As the year hurtles toward a deadline-driven close, top ten lists of things Kiwis did the most during the year will inevitably stream in. And in keeping with its tradition of breaking down the most popular videos into regions, YouTube has again provided a list of the ten clips that Kiwis were most drawn to over the last year.
As a still-nascent format, digital video can be a confusing realm for brands to navigate. So is it all it’s cracked up to be? And if it is, then what? Facebook video or YouTube? Long form or short form? DIY or through a publisher? Pre-roll or standalone? Fortunately, Lynda Brendish has done some of the legwork for you.
Over the past few years YouTube celebrities and content creators have become a great platform for advertisers to market through. The target market already actively seeks out the material, so all they need to do is weave a bit of marketing magic into the content and see themselves put in front of a million pairs of eyes. Here’s New Zealand’s top 10 subscribed-to accounts making waves over the interwebs.
Kenyan javelin thrower Julius Yego recently won a gold medal at the IAAF World Athletics Championships event with a mammoth throw of 92.72m. Having already won gold medals at the Commonwealth Games, the All Africa Games and African Championships, this recent victory confirmed Yego’s talent in a full field of international talent.
And as was the case at last year’s Brandcast event, Google again spared no expense as it put on an elaborate affair aimed at selling YouTube and the content creators to those who hold the purse strings in the industry.
Peugeot’s latest TV ad may seem run of the mill. That is until they promise ‘an online experience you’ll never forget’. Given advertisers are known for their hyperbolic tendencies, StopPress didn’t have high hopes of Peugeot living up to its claim. However, upon arrival at Pure 308 website, we were pleasantly surprised by an eye-catching online execution. PLUS: a look at few other slick online efforts.
Instead of bussing tables and tediously tending to customers, there are a number of enterprising youths who are turning to a new avenue of employment: YouTube. What are these kids thinking?
Google has released its half-yearly list of the most watched YouTube ads by New Zealanders, with Hyundai being the most eyeballed by us. An ad by FCB New Zealand also made it onto the list with its ad for Sony featuring Rambo the ‘octographer’.
The human psyche is seemingly embedded with an unrelenting draw toward buttons—something illustrated in the exasperation of a parent begging a toddler to leave random switches alone. And this base impulse is something that brands are looking to capitalise on by putting ‘buy now’ buttons just about everywhere (those with koumpounophobia are advised to look away now).
The world of LinkedIn is a networker’s paradise (as the satirical slogan summarises ‘connect with people for no reason at all’). And it turns out it also a musical punster’s paradise, with YouTube user Jim Mortleman and a few others replicating the words of Queen’s Bohemian Rhapsody with screenshots from the social network. Anne Ayoade the Wayne Bloss indeed.
There’s no shortage of local brand ads featuring the chiselled faces of the nation’s sports stars. And tagging a famous visage onto a brand might not be the most original approach to promoting a product or a service, YouTube’s recent rundown of the top ads of the decade again illustrated the pulling power of athletes.
The vast majority of ads are an annoyance, and that seems particularly true of the largely ad-funded online realm. How else do you explain the fact that several hundred million people use ad blocking software? But D&AD and BETC Paris have tried to prove that people don’t hate advertising, they just hate bad advertising, with a web browser extension called the Ad Filter.
YouTube has been celebrating its tenth birthday this month by going through a letter a day and while the vast majority of viewing is still done on the main screen, there’s no doubt the video sharing has become a powerful cultural force since the first video featuring co-founder Jawed Karim at the zoo was uploaded. It’s also become a powerful marketing force, with four of the most-watched videos of last year made by brands and 16 million hours of ads watched. As such, YouTube has chosen the 20 greatest brand moments in its history and it’s asking people to vote for their favourite ad. PLUS: the tale of Old Spice.
If you are a child between the ages of five and nine, being a toy tester for a job is truly living the dream. The Warehouse and DDB are helping realise this dream for two Kiwi kids through a competition where young entrants upload YouTube videos of themselves reviewing their own toys. Two will be selected as official toy testers.
In a world where teenagers and adults alike seem to be checking their mobile devices every few minutes (or seconds), ignoring your compelling conversation to scroll aimlessly down their Facebook newsfeeds, uploading selfies to Instagram or sending the odd Tweet, it comes as no surprise that social media sites are an excellent platform for advertising. And a few big brands in New Zealand have now started using image and video-sharing mobile app Snapchat as a marketing tool. Here’s what Spark, Vodafone, ASB, Skinny Mobile and a few others have been up to.
Nielsen has released its annual list of the top ten websites Kiwis visited over the course of December. And while the list was populated by the usual suspects, there were a few surprises in terms of the year-on-year changes for some of the websites.
Facebook has appointed experienced media man Spencer Bailey as the head of the New Zealand arm of the business. The appointment of Bailey brings an end to Stephen Scheeler’s stint as the acting head of Facebook New Zealand, and this sees Scheeler return to his previous role of head of retail and automotive for both Australia and New Zealand.