The Week In Branded Content (7th Dec)

The Week In Branded Content (7th Dec)

“The language used around video advertising needs to get more advanced. Customers have never massively enjoyed advertising but they’ve always understood that there’s a value exchange somewhere along the line. The dynamic is changing around the amount of content you get versus the amount of advertising you receive, which is where we need to find a balancing act”

– – Nick Palmer / MediaCom

 

 

VIDEO OF THE WEEK

THIS WEEK’S MOST INTERESTING


 

100,000 weapons turned into Knife Angel sculpture

A 26-foot high (8m) sculpture made out of knives and intended as a tribute to victims of knife crime is nearing completion. The 100,000 weapons forming the Knife Angel have either been confiscated or surrendered to police. It’s been made at the British Ironworks Centre at Oswestry, Shropshire.
Victims’ families have had messages engraved on the wings.

BY BBC

 

 



Celebrating Japanese Christmas in Portland

Christmas is an extra sweet time of year for Mio Asaka. Through her bakeshop in Portland, Oregon, Mio brings her Japanese heritage to life through traditional holiday treats baked for all to enjoy. This year, she’s got a special guest and kitchen helper in Nico Tortorella. Together, they prepare a special Christmas meal, including sushi, karaage (Japanese fried chicken) and, of course, Japanese Christmas cake. For Mio, there’s no sweeter way to connect with others than through dessert.

 

BY Great Big Story

 

 


 



SC Johnson CEO On Why The Issue Of Ocean Plastic Is Solvable

As an avid open ocean diver, H. Fisk Johnson III, the fifth-generation leader of SC Johnson ― has been especially affected by what he calls one of the biggest issues of our time: marine pollution. Namely, the way the plastics that many companies use to package their products — SC Johnson included — end up in the world’s oceans.”

 

BY RYOT Studio

 

 



Top 10 Branded Content Wins of 2018

When mealtime’s a blast, little ones take more bites. Moms and dads, choose from 3 features led by a tiny talking sprout, Sophie: 1) Songs. Get your little one munching along to fun songs about healthy foods like an Italian folk song about chickpeas or a funk song about oatmeal. 2) Mealtime adventures. Turn your spoon into an adventure machine by taking it on trips like the classic “Here comes the airplane.” 3) Eat a pouch with Sophie. She counts and celebrates sips one by one. The next time it’s mealtime, just say, “Alexa, open Sophie Sprout.”

 

By Sophie Sprout

 

 

 



In the rush for ‘more’ video content, brands are forgetting basic marketing: The Drum and JW Player panel

6 seconds? 15 seconds? A movie? Animation? There have never been more opinions flying around on what brand video needs to succeed. The Drum, in association with JW Player, invited industry experts to a panel discussion to look at how the world of video is evolving and where it is headed. The length of video content might have become something of an obsession for the industry, but for most consumers advertising is off-putting “regardless of its length” according to Roslyn Shaw, managing director at Alpha Grid.

 

BY Complex

 

 


Marketing Through Smart Speakers? Brands Don’t Need to Be Asked Twice

Heading into last year’s holidays, marketers at HBO were eagerly experimenting with how to use technology like augmented reality and virtual reality to promote their shows. But then, celebrating with their families across the country, they watched as everyone from children to elderly aunts unwrapped smart speakers from Google and Amazon and started barking orders.

 

BY Sapna Maheshwari

 





 

 


TV’s Next Commercial Break Might Be the Pause in Your Binge

TV viewers may dislike commercial breaks, but Madison Avenue soon hopes to get them to watch ads during a very different kind of interruption. Coca-Cola struck advertising gold in 1929 by introducing the slogan, “The Pause That Refreshes.” In 2019, there is new hope in a similar concept: a refreshing pause that carries a word from a sponsor. Consumers have more power these days to avoid ads that get in the way of the viewing of their favorite shows, but maybe — just maybe — they will show interest in commercials that come on screen during interludes of their own choosing from long streaming sessions or on-demand playback.

 

BY BRIAN STEINBERG

 

 



Apple Music Unveils Its Top 100 Songs and Albums for 2018

Apple Music today unveiled its most-streamed songs and albums of 2018 — and not surprisingly, Drake was at the top of both lists (and had 3 of the Top 5 songs). Just an unsurprisingly, both lists are dominated by hip-hop, pop and R&B. The company also included its editorial selections for artist, breakout artist, song and album of the year.

 

BY JEM ASWAD

 



 

 


The Battle for Amazon HQ2 Was a Con

I’m on the West Coast to meet with the CEO of global tech firm, see my dad, and spend a few days in LA. In addition, I’m doing a bunch of meetings about if and how The Four becomes a documentary, movie, podcast… dinner theater?

 

BY Scott Galloway

 

 

 

 

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