CNN and Volvo Have Teamed up to Produce Live Ads During Solar Eclipse

Posted August 22, 2017 by Rashmi D @ 11:21 am

The epoch-making phenomenon had last happened across the United States from coast to coast about a century ago

podcasts marketing

The Great American Eclipse on Monday, Aug, 21 is the first total eclipse that had been seen from coast to coast across the United States in nearly a century when the earth, the moon and the sun came under a single alignment. This phenomenon presented a unique opportunity for brands and TV news networks across the country to tune up for the once-in-a-lifetime event that would be watched by a huge audience. The first big name that came up was that of CNN which has partnered automobile major, Volvo to cover the epoch-making solar eclipse. Ads featuring Volvo, produced by Courageous, which is the in-house brand studio of CNN, were shown during the break of the livestream of the once in a century solar eclipse.

The live ads showed Volvo in 4K virtual reality and 360-degree video across all of CNN’s digital and social platforms. SVP of news content partnerships at Turner Broadcasting, CNN’s parent company, Michal Shapira, said, “Since launching Courageous, we’ve been intensely focused on experimenting with new creative formats and innovating with our marketing partners to help tell more powerful brand stories. Live ads are simply the next iteration of this effort, born from the fact that we live in a ‘live’ culture that values real-time experiences. This incredible partnership aligns Volvo with CNN’s live VR capabilities, our award-winning brand studio Courageous, and massive global reach to capture this unique moment in time, while underscoring the spirit of the all-new Volvo XC60 to embrace the future.”

Bob Jacobs, VP – marketing product and brand communications at Volvo, said, “We wanted to bring the innovation and creativity that Volvo is known for into viewing the eclipse, a once-in-a-lifetime event. We developed a virtual reality and 360-degree camera concept that we pitched to multiple media outlets. After an extensive search, we chose to partner with CNN, who we believe will provide an exceptional and immersive media event.” As the eclipse progressed, Courageous filmed influencers, who shared their views on the significance of this momentous eclipse even as it happened, with the help of four cameras stationed across different locations around the country.

Filed under: TV-Video

Views from 6th Digital Content NewFronts – digital and linear spaces are converging

Posted May 17, 2017 by Rashmi D @ 4:59 am

Media buyers said they planned to allocate 40% of original digital video budgets at this year’s NewFronts, up from 37% last year

Digital Content NewFronts

Over the last couple of weeks, at Digital Content NewFronts 2017, in New York, as many as 32 digital publishers presented a wide range of content packages and insights into the behavior of their audiences. The fortnight-long NewFront events provided a marketplace to media buyers and sellers to network and build partnerships extensively. This is the sixth edition of what is undoubtedly one of the biggest events of the year for digital video, where digital video publishers got first hand clues on how to develop an effective sales presentation in the NewFront/Upfront format. Spending on OTT advertising has increased exponentially, even as digital and linear spaces have begun converging, more than ever, while presenters like Hulu are leading the field with streaming videos.

At this year’s NewFronts, industry professionals also got an idea of the technology, trends and content that will sustain the interaction surrounding digital video for the current calendar. In a recent ad buying study, media buyers said they planned to allocate 40 percent of original digital video budgets at this year’s NewFronts, up from 37 percent last year. This increase reflects the growing demand for digital video and also the strength of NewFronts as a vital platform which motivates media buyers and marketers to make win-win deals that are helping in faster growth across the original digital video segment.

If VR content and VR-designated studios took center-stage at NewFronts 2016, this year, it was brand safety at the forefront mainly because it matters a lot to game changing enterprises. Biggies like New York Times and YouTube set aside their scale and focused more on how they are improving brand safety, while displaying more transparency on measurement. NYT made a presentation titled, “Truth + Dare” which explained how it gets to the truth; this was projected at brand managers to try and tell their own stories with similar ethical efforts. YouTube, too, preferred to bypass its staggering viewership numbering over a billion hours every day, and spoke of winning the trust of brands. Most media owners conveyed the message that brands will face much less risk when working directly with publishers.

Filed under: TV-Video

Advertisers Now Prefer High Precision Interactive Ads on Streaming Platforms

Posted April 24, 2017 by Rashmi D @ 4:53 am

The aim is to target not just the audience but optimize the communication and offering to specific needs that offer value to viewers

Will the rise in streaming platforms change their strategies if viewers leave the room when ads appear on traditional TV? Advertisers are doing all they can to keep up with changing viewer behaviors even as technology around TV keeps advancing and evolving. How about targeted and interactive ads for viewers to engage with rather than ignore? There are companies like BrightLine and true[X] that have tried to solve the problem by creating such ads. During the 2016 NewFronts presentations, BrightLine announced a major partnership with Hulu, the Walt Disney backed video-on-demand service that is based on subscriptions. BrightLine specializes in creating interactive and targeted advertising for a cable streaming audience that uses Apple TV, Roku devices, Amazon Fire TV, and other smart TV options.

What exactly are targeted ads anyway? A targeted ad will consider a viewer’s location and the prevalent weather conditions there to present the viewer that s/he might be most interested in at that point of time. So, if the weather is hot and sunny the ad will present sunscreen; similarly, if the weather is humid, the ad that pops up could be for a frizz control shampoo. There are also other types of ads that BrightLine has created. For instance, a BMW ad it created was configured for certain smart TVs. Here’s how the spot plays – in the lower part of the screen, viewers have the option to toggle between different colors of a BMW X1.

Advertisers are increasingly opting for this kind of precise communication that adds value to the viewer’s experience rather than walking him up the garden path only to disappoint him with something that he’s least interested in. Peter Naylor, SVP of ad sales for Hulu, has a very clear opinion about viewer experience and how advertisements can enrich it. “One of the great promises of data informed targeting isn’t just increased efficiency for the marketer, but a more relevant experience for the viewer. Whether you’re a streaming service or in the traditional cable business, delivering relevant ads is key. Viewers don’t hate ads, they hate irrelevancy.”

Filed under: TV-Video

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