There is no such thing as viral video

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Wake up and smell the coffee. There is no longer any such thing as viral video.

Videos are pay to play on any platform.

Last year, Dove got 66 million views for a beauty video. Meanwhile, Chanel got 10 million. Impressive? Not really. In both cases 50% of those views were paid.

Facebook is squaring up to Youtube in a fight to the death over video ad dollars. Could get interesting.

Need to review your content strategy? Contact Andy at Furthr right now

 

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Meet your trainer: Programmatic wizard Andrew Campbell

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Andrew Campbell works with large, blue chip clients to optimise their CRM strategies, establish a future-proofed technology platform and maximise return on investment.

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Andrew also :

  •  Lectures on the Masters in Digital Marketing (Manchester Metropolitan University) course and Hult International Business School MBA programme
  • delivers bespoke, eCRM training sessions for major clients
  • produces a wide range of eCRM research material
  • works on eCRM consultancy engagements

I’m interested in a programmatic training course.

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This sporting phenomenon will eclipse all others by 2020 – and you’ve probably never heard of it

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Have you heard of eSports platform Twitch? Of course you have.

It has over 100 million users and was bought by Amazon in August 2014.

Analysts are now predicting the eSports sector will be a a one billion dollar sector by 2020.

The phenomenon is coming to primetime TV in the US with TBS planning live broadcasts of weekly competitions.

eSports is becoming more popular than offline sports in the US.

League of Legends – one of the largest eSports championships – drew more viewers (27 million) than the NBA finals (18 million) or game seven of the world series (23.5million). Only the Superbowl gets more viewers (112 million).

What is eSports? People watching other people play video games. You knew that, right?

Need to review your content strategy? Contact Andy at Furthr right now

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Why I feel a bit scared of Apple’s Tim Cook and Facebook’s Mark Zuckerberg

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Mark Zuckerberg, Facebook’s boss, is on a drive to bring internet access to the world’s poor.

He says it is a human right, along with education and nutrition. Conveniently, it would also add Facebook users.

Sheryl Sandberg, one of his lieutenants,  travels the world to talk about equality for women. She says we should all lean-in.

Google’s Sundar Pichai is in Brussels on a “state visit” to meet European Union officials and press his views on data security, privacy and competition.

What’s going on?

It’s the rise of the tech CEO statesman. And it’s making me a little afraid.

Not content with running their vast businesses, these titans of tech are now wading into public life. Why?

By their nature, tech firms are more likely than others to be operating in areas—such as the on-demand economy—in which regulation is dated or inchoate.

Also some of them have  started to look less like businesses and more like countries.

Facebook has 1.6 billion users, more than the population of China. Apple has sold more than 1 billion devices. Last year it had revenues of $234 billion, which is more than those of most governments.

Tech titans  often publish their views in blog posts rather than give interviews – “the digital equivalent of reading off of a teleprompter and taking no questions,” says The Economist.

Most present themselves as kind of philanthropists, like Bill Gates or Warren Buffett. But sometimes they seem a bit more self-serving than that.

Recently Mark Zuckerberg’s plan to bring free internet to the poor in India was dismissed as a colonialist attempt to impose a corporate agenda.

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I feel  Apple CEO Tim Cook’s crusade for privacy with regards to iPhones is just as self-serving.

It’s hard to trust someone who talks about what’s good for society when you know they are doing their utmost to make sure their company only pays 2.3% tax. It kind of makes you not like him.

Jeffrey Sonnenfeld, a professor at Yale University’s School of Management agrees.

“Tim Cook has climbed up on a pedestal, but the pedestal is in the corner,” he says.

Interested in digital training? Contact Andy at Furthr right now.

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Furthr’s Big Data course is on now

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Big data is widely discussed but not widely understood by many marketers.

Yet they are being asked to weigh in on its opportunities and costs. Marketers setting out on their journey can use this course as an introduction to common big data concepts, tools and examples. Then they’ll know the right questions to ask ad tech and service providers

Programme

On this intermediate/expert course you will learn what so-called ‘big data’ can and cannot do, where it comes from, how to generate your own and where to access free data.

You’ll cover:

The privacy laws of the UK, EU and around the Globe

The key requirements and the ‘how to’ of Privacy by Design (PbD) and Privacy Impact Assessments (PIAs).

How the marketer, web/app developer and the CMO respond to questions about privacy and compliance with the law.

Who should attend?

CMOs, marketing directors, agency heads, web development team leaders, app developers.

How will I benefit?

See where the world is going and how to direct your marketing strategies.

What will I learn?

  • Big data program management
  • How to implement a big data-driven marketing project
  • Define and understand the key elements of success

Your trainer

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Neil is the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate, become more agile, and optimise their effectiveness within the new, networked communications environment. He’s also the co-creator of Fraggl, the brand new Twitter curation app I’m building with AdaptiveLab.

I’m interested in a Big Data training course.

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Based on the data, here’s the sure-fire way to have a hit movie

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The Economist has  analysed the performance of more than 2,000 films with a budget of more than $10m, released in America and Canada since 1995, to see which factors help make a movie a hit.

Crunching information from The Numbers, a website that collects data on film releases, and Rotten Tomatoes, an aggregator of critics’ and punters’ reviews, they found that the strongest predictor of absolute box-office receipts is a film’s budget.

Regardless what else happens, a movie can generate an average of 80 cents at American and Canadian cinemas for every dollar a studio promises to spend on it.

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But how to make a hit?

First, create a child-friendly superhero film with plenty of action and scope for turning it into a franchise.

Set your budget at an impressive but not reckless $85m.

Convince a major studio to distribute it on wide release in the summer (when releases earn an average of $15m more than at other times).

Lastly, cast two lead actors with a solid but unspectacular box-office history, who are thus not too expensive.

With reasonable reviews from critics and the audience alike, your film would make about $125m at the American box office.

But do it for the money, not the plaudits: such a film would have just a one-in-500 chance of carrying off an Oscar for Best Picture.

Interested in digital training? Contact Andy at Furthr right now.

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How Red Bull captured Brazil

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Energy drinks are the fastest-growing beverage category in Brazil.

Forbes called the category Brazil’s most attractive sector in 2014, and it continues to grow 13% each year, driven by the country’s middle class.

Red Bull accounts for much of that growth.

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Video is the cornerstone of Red Bull’s digital strategy, especially on smartphones, the most popular digital platform in Latin America.

On Instagram, the brand posted more than 80 videos and earned more than 160,000 interactions in the last quarter (Q4, 2015).

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One key learning for brands is that Red Bull’s content goes way beyond energy drinks, instead revolving around the active lifestyle.

Red Bull’s followers watch extreme sports such as skateboarding and surfing and they can enjoy appearances from brand ambassadors such as football hero Neymar.

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Red Bull’s mobile site also features live video feeds from sporting events around the world. Monthly traffic is ten times that of the average brand site.

Interested in digital training? Contact Andy at Furthr right now.

 

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Live tempo sporting events are NOT immune to the Great Ad Slowdown

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It’s conventional wisdom that live tempo sporting events are immune from the ad slowdown.

Well, it used to be conventional wisdom.

This year the daddy of them all, the US Superbowl, averaged 112 million TV viewers, a decline from last year. Uh-oh!

Now, its been a habit of brands to recycle the pricey TV spots they run during the Superbowl on digital platforms such as Facebook and Youtube.

Ad agencies have dubbed this the “echo effect”.

Trouble is, all the brands that took that route this year found their ads underperformed.

Meanwhile over at Snapchat, Gatorade was won big.

Their Gatorade “virtual dunk” of Serena Williams got 100m views. That’s a cost per thousand of roughly  $3.50.

In case your wondering, the Superbowl charged £45 per thousand viewers for its ad spots.

I’d say mainstream advertising could well be due a correction.

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Don’t be fooled: Apple’s iWatch is a business now worth billions

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While some sections of the media have portrayed Apple’s iWatch as as big as failure and Google’s miserable Glass project, Apple’s iWatch is in fact a thumping success – to the tune of $6 billion dollars.

Apple don’t release sales numbers, but estimates suggest they shipped 12million smartwatches in 2o15, with 5m of those coming in the fourth quarter just gone.

Apple now owns two-thirds of the smartwatch market (64%).  Not bad considering they entered the market on April 24  2015.

The big loser? Samsung. It used to own 74% of the market until Apple decided to get into the game.  Now Samsung own just 16%. Ouch!

Meanwhile, the entire Swiss watch export market hit a six year low in 2015. Coincidence? Hardly.

You can blame the Chinese slowdown if you wish, but there the main reason the watch and jewellery market is taking a huge hit  is Apple. 

Interested in digital training? Contact Andy at Furthr right now.

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Facebook is emotion, Google is intention

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In terms of predicting election results, Google smashed Facebook.

Google searches of presidential candidates in the New Hampshire area corresponded closely to the outcome of the state’s primary.

But if Facebook Likes were votes, the outcome would have been far different – their results were way off the final result.

It appears that Facebook is more “emotion” and Google is more “intention”.

This is significant: Google is the largest aggregation of our intentions in human history and is better at predicting what we are going to do than anyone else.

Interested in digital training? Contact Andy at Furthr right now.

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