Is Attention Shrinking, Or Is It Just Selective?

Your customer is not a goldfish.

Believing that consumers have shrinking attention spans isn’t giving them enough credit. And it’s ignoring the fact that they can watch half a season of Game of Thrones in one sitting. The goldfish statistic is an excuse for bad advertising. And sadly, it’s now become a rationale for communication plans built almost entirely on :15 and :06 ads.

I’ve always struggled with the idea of brand-building with increasingly shorter content. Stan told me once that he thinks brand awareness is a silly goal. Brand understanding should be our goal.

I agree. And brand understanding is best achieved in longer forms. Google’s research even shows that longer is stronger for this. YouTube’s top ads last year, in terms of brand favorability, averaged 44 seconds long. We can’t endear brands to people in :06 increments. Maybe we can reinforce an idea or keep the brand top-of-mind, but we can’t raise brand understanding in :06. Imagine if dating were limited to :06 dates – we’d learn a lot of names but never fall in love.

The problem we’re trying to solve for isn’t shrinking attention, it’s selective attention. Which arguably has always been true, long before digital ads. It’s just that we now have a perfect storm of consumers empowered with the ability to skip, marketers empowered with the ability to measure it, and all parties overwhelmed with choices.

Kantar did a nice study on this recently. They found that today’s consumers have an on/off style of attention. They’re either intensely engaged or entirely disconnected. Attention is like a muscle: They either choose to flex it or they don’t. So it makes sense that we can binge-watch Netflix, or happily watch a four-minute ad from Apple directed by Spike Jonze. Once we choose to pay attention, we’re all in.

I’ve seen it firsthand with “Reclaim the Kitchen,” our work for Wolf. Running a 2:41 video on YouTube and Facebook went against popular opinion. But we saw an average view time of 1:49, skip button and all.

All of which makes me believe we should become scholars of attention. Dive deep and try to understand what captures our target audience’s attention. Not just the devices and channels, but the recent topics and story arcs that are worthy of their attention. Because if we don’t understand that, then our brands will likely be on the wrong side of the on/off attention equation.

I think it starts by rethinking the way we answer this question on our creative brief: “When and where is the target most receptive to our message?” It needs to be more than a media-consumption synopsis. It needs to be an insight into the whens, wheres, and whats of capturing their attention. “Reclaim the Kitchen” worked because it tapped into a cultural tension point at a time when our audience was embracing farm-to-table and the slow food vs. fast food movement.

But before we proclaim “Long live long-form,” we can’t limit ourselves to just one :60 anthem. Selective attention is fleeting. A lot of today’s best stuff hits for only 48 hours or so, then it’s on to the next. Procter & Gamble’s two-minute ad “The Talk” this year did just that: tapped into something worthy of attention and hit for a few big days. It’s what makes the John Lewis Christmas ad so brilliant each year. People anticipate it, look forward to it; it hits big for just a few short days but symbolizes the start of Christmas and is shared by millions.

There’s an opportunity for us to zig while most everyone else in our industry zags. Let them believe in shrinking attention spans and that :06 ads are the future. We can believe in selective attention – that brands can still be built with good ads even if they’re long, so long as we find new ways to create stuff worthy of people’s time and attention. And do it again and again.

The post Is Attention Shrinking, Or Is It Just Selective? appeared first on The Richards Group.

Training at Briggs Equipment Head Office

The Golley Slater team visited Briggs’ head office in Cannock last week for a product training day. We enjoyed a training session with a materials handling specialist from the Hyster-Yale Group, followed by a tour of the demonstration area.

Briggs Equipment is one-stop shop for materials handling equipment, access equipment and cleaning equipment; supplying to various sectors including construction, logistics and retail.

Golley Slater PRM has been working with Briggs Equipment since 2015. We currently have a team of seven full-time telemarketing agents working for Briggs. They are dedicated to nurturing prospects and delivering high-quality, qualified sales leads.

Let’s talk

about how to acquire new customers

The post Training at Briggs Equipment Head Office appeared first on Golley Slater.

5 Things Google Ads can Now do Automatically

With constant innovations to RankBrain, it’s no surprise that Google Ads has automated so many of their features. While users are accustomed to their frequent updates, more and more of these new features are becoming automated.

What does this mean for users? New automations can make the process of creating Google Ads more efficient since they promise similar results with less work. While they can’t do everything that a PPC specialist can, working with them can prove to be an advantage when it comes to saving time and getting results.

With the latest round of updates, Google Ads has made some major changes in terms of its automated features. Here are five things that Google Ads can now do automatically:

1. Smart campaigns for small businesses

Smart Campaigns was the first solution to debut under the Google Ads brand, formerly known as Google AdWords. Designed for small businesses that don’t have a dedicated marketing staff, Smart Campaigns are almost entirely automated. Built on top of AdWords Express, it’s meant to provide better results.

Smart Campaigns automatically target audiences across all Google platforms and automate ad and landing page generation based on information from Google My Business. While most of the features of Smart Campaign are now automated, there are still a few things that need to be done manually.

Budget, target location, and language will need to be set. Once these are established during setup, they likely won’t change. This means that Smart Campaigns will need little to no management once it’s up and running. While Smart Campaigns will now be the default option, if businesses decide to work with an agency, they can still opt for the full Google Ads service.

By offering more automated choices, users will have the option to choose from different levels of automation and manual management, and find the combination that works best for them.

2. Universal app campaigns

Initially launched in May 2015, Universal App campaigns are often referred to as “AdWords Express for Developers.” With scale and pricing based on outcomes rather than clicks, Universal App campaigns help users get more downloads of their app and help to drive in-app conversions.

Google will automatically manage bidding, targeting, and even put together creative materials to achieve the highest number of downloads and rate of conversion for digital marketers, while working within their set budget. You may be wondering how they manage to generate creative without any human intervention — Google does this by using structured data from the app listing to automatically generate enticing creative elements.

While almost all Universal App campaign features are automated, there are some things that still require manual implementation. To start a campaign, marketers must select a daily budget, optimal cost-per-click, as well as location and language. Google will begin by asking marketers for a few keyword ideas as a starting point for automated ad-generation, such as ad text, and media components like images and videos.

Once users go through the initial setup process, there are few things to optimize when the campaign is launched other than keyword selection and creating ad variations. This is unique to other features that Google has automated since they typically offer automated features in addition to the existing manual options to achieve the same goal.

3. Goal-optimized shopping campaigns

Shopping ads are responsible for 60% of all clicks on Google for retailers. Managing Shopping ads for thousands of retailers can be challenging, so it makes sense that Google wants to make managing them a little easier.

Goal-optimized Shopping campaigns use data from at least 20 conversions over the last 45 days to predict the bids that will achieve the best cost-per-lead, and will automatically run remarketing ads on the Google Display Network. Once marketers set a budget and target CPL, Google will work within their budget to maximize sales and meet that target.

4. Automated bidding

There are seven automated bidding strategies from Google, three of which are based on Smart Bidding. All automated bidding strategies are designed to help advertisers reach their goals with minimal management.

Targets like out-ranking specific competitors are closely aligned with typical business goals. Google can acknowledge targets, which removes the need for marketers to do additional calculations themselves. Google will automatically predict the likelihood of conversions by looking at the device, location, language, and more. These predictions will feed the automated bids used for unique actions.

Although referred to as “automated bidding,” not all aspects are automated in this process. Google’s systems are refined, but they still suggest adjusting targets for factors that automation doesn’t consider. There are certain things that may impact your business that Google won’t account for, so some management is necessary.

5. Dynamic Search Ads

Dynamic Search Ads provide marketers that provide a way to keep search ads in sync with what they currently offer. Dynamic Search Ads (DSAs) offer an automated solution that uses Google’s algorithm to target ads for the most relevant search queries.

Once marketers choose whether they’d like to include all pages from their site or just the pages that are in a feed, Google will then automatically target ads and show ads with an automated headline.

Just because Google has automated some of its processes, doesn’t mean that PPC specialists have become obsolete. These automations are helpful for those without a dedicated marketing team, but can also help digital marketing agencies by providing a way to optimize their processes. Using these automated features in combination with manual management can help you make the most of your Google Ads.

To learn more about how a TechWyse-managed PPC campaign can lower your cost-per-lead, then call us today at 866.288.6046 or contact us here.

 

The post 5 Things Google Ads can Now do Automatically appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

General Magic’s forgotten second act was the Siri of its era

The company whose 1990s work set the stage for modern smartphones also created a voice assistant.

The new documentary General Magic is an excellent look at the startup of the same name, which spun out of Apple in 1990 to build software and hardware for mobile computing, did some wildly innovative stuff—and then failed. (My colleagues Mark Sullivan and Katharine Schwab have already reported on different aspects of the company’s story, prompted by the film.)

Read Full Story

Sixth Sense Q&A: Bruce Andreini

  1. Describe yourself in 6 words.
    • Honest, calm, curious, analytical, dedicated, adaptable
  2. What’s the best piece of advice you’ve ever received and why?
    • In production you should always hope for the best, yet plan for the worst. It’s great advice because no matter what you do in production, you will face some unexpected surprises. So it’s better to plan or be prepared for them rather than be surprised by them.
  3. How did you get your start in this industry?
    • I came to NYC as part of an internship program with 20 other college students interested in the media industry. It felt like MTVs Real World, but for media students.   I was placed at an ad agency in my chosen field of production and decided to stay and make a career of it. I knew I wanted to get into production, I just didn’t know what it was like to be in commercial production.
  4. What’s your favorite piece of work you’ve been a part of bringing to life?
    • We were given a very open brief from JCPenney to create a special film for the holiday season before that became a yearly thing. The creatives came up with a wonderful story about a little girl who decides to build a rocket to go to the North Pole to visit Santa and we collaborated with Fredrik Bond to bring it to life. We even secured a rare demo version of a John Lennon song that Yoko Ono herself approved for use in the commercial, saying that John would have loved the film. I’ve had numerous creatives reference that work since then.
  5. Who is one of your biggest influencers?
    • Spike Jonze: even though I couldn’t be farther from being a skateboarding Californian, I have always loved the range and depth of his work. From his early music video work with Bjork to his feature films like “Her” or “Where the Wild Things Are.” He is so versatile and so innovative. It’s been nice to see him back in the commercial space with Kenzo and Apple in the last year or so.
  6. What does your sixth sense tell you is going to be the next ‘big thing’ in the industry?
    • Virtual Reality! No… Augmented Reality! Wait – 6-second ads!, yeah those. Or how about blockchain?! Yeah, that’s the ticket! What about live ads?
    • I’m joking of course. I love new technology. And I love bringing back old technology (sculpture, stop motion animation, etc.)
    • For me, it always comes back to creativity. Ideas are what resonate more than anything else. It helps if they can be targeted more efficiently or incorporate a new technology. But it starts with the idea every time.

My time at Tonic

On the first day, Monday, I went to a meeting with all the workers in the morning I didn’t understand what was going on but it was fun to sit in a meeting as I had

never been in a meeting before. Later in the day, I worked on Photoshop making a CD cover with Joel which I really enjoyed.

On Tuesday, I travelled to Marylebone lane with John to a print and design company called Hobs. I got to look around at all the different technology and printers they have there, it was really fun and got to see all the different ways to print book covers, banners and boxes.

I also got to make a website with Lee from with WordPress, my website was advertising for a dog walking service http://cacdd544.ngrok.io/ 

On Wednesday, I went out around London to help with the filming for one of Tonics clients. The video will be used to show to the client how the potential advert would come along, it was a really cool experience watching it come together throughout the day.

I went to a focus group on Thursday, I got to watch members of the public discussing their opinions on different matters and what they thought on potential creative ideas in front of the camera to show the client and give them feedback for themselves and what to include when promoting joining. Which was really fun to watch.

Today, Friday, I have been photocopying sheets for a clients campaign, I was also looking at ways the Tonic Agency website could be adapted and upgraded to make it more exiting, new and fresh. And lastly, writing up what I’ve done each day so far for my blog.

Second Week:

On Monday, I started by working on excel for the Tonic social calendar, I was coming up with ideas for future Instagram, Facebook and Twitter posts and writing the captions. I also got to listen in on a call with a client, this was fun as I got to experience of what it would actually be like talking to a client. Lastly on Monday, I got to play around with a Gear VR doing the same activities from the “be the best” campaign for the army which was so cool.

On Tuesday, I went to a company called Inition which had really cool virtual reality technology. I got to use a VR headset, a table tablet which is an iPad as big as a table and 3D glasses which you could see but it also showed holographic images as well which you could move around with your fingers. It was so much fun!!!

On Wednesday, I went to a meeting about marketing. I also made a power point for ideas on what to do for a new campaign where they give information to graduates about the jobs at a company, I created new ideas to still inform the graduates about careers but in a fun, new and exciting way e.g. using virtual reality to play games to do with  and race against the clock to solve puzzles to win prizes. It was really fun because I got to come up with ideas no matter how extravagant and weird.

On Thursday, I finished off coming up for ideas and I got to pitch my presentation to a man called Tony. Doing this brief  has been my absolute favorite project out of the whole 2 weeks, I would like to maybe go into creative when I’m older, it was really fun because I could come up with anything and be really creative. It was so fun, and I loved doing this project. Later on, I proof read an email using special codes to change, add and delete parts of the email for example:

I got 7/10 for a mini test on my proof reading skills, it was really interesting learning how to use all these different codes. I also got given a hologram viewer, which they had tested previously on a client it was really cool!

On Friday, I was looking at other creative marketing websites from links I was sent. All the marketing companies I looked at were all so unique, I watched videos and read blogs about the company’s campaigns and all their ideas and projects they were working on and were all so inventive.

I have really enjoyed doing work experience the past 2 weeks, it has been really fun and I have had so much fun! A big thanks to Tonic Agency for having me and showing this is a field I want to pursue in the future.

The post My time at Tonic appeared first on Tonic Agency.

Seeking Head of Production at The Gate Films.

Hungry to know what the future of commercials looks like?

Us too.

It’s this kind of passion that means we’re looking to hire a Head of Production at The Gate Films. Someone who shares our passion for exploring the evolution of film – challenging its conventions and continually searching out what’s next.

We think you’ll have at least 5-years experience as a Senior Producer, whilst our projects are wide-ranging we think you’ll have a strong record in TV commercials and branded content.

You’ll be a natural at building relationships so that agencies always turn to you first with their juiciest scripts. You’ll get a real kick out of delivering incredible creative work against challenging deadlines and be known for your grace under pressure.

As a senior member of the team, you’ll have a joint responsibility for nurturing fresh production talent and spotting the best new directors. You will also sit on the Management Team with other senior team members to input into the business strategies.

The Gate has a 20-year track record in creating national and international advertising campaigns and are the largest TV commercial and content production engine outside London. Our studios and post-production facilities not only allow us to move faster and produce great work for our clients but also provide an incredible resource for all our team’s passion projects. In the last couple of years alone, we’ve been named in Creative England’s Top 50 Creative companies, seen our work take home Roses Grand Prix awards and Creative Circle awards and even managed to knock Justin Bieber off Xmas No.1.

And to continue to lead in this space, we recruit on a strong set of values born from a collective pride, ambition and inventiveness. Our shared ethos means we can run through walls together.

So the first question you’ve got to ask yourself is – are you with us?

If this hits you in the heart as well as the head, then send us your CV or up to date LinkedIn profile to vicky@thegatefilms.com

We encourage applications from those seeking return to work or flexible working arrangements and candidates from diverse backgrounds.

The post Seeking Head of Production at The Gate Films. appeared first on The Gate Films.

Aesop Storytelling Series; Season 2 Episode 2

A short history of stories

There wasn’t a lot to do in the Stone Age. Bit of hunting, bit of gathering. The usual. That’s why some bright hairy spark came up with storytelling: not only was it a great way of relaying info, it was fun too. They made ‘em catchy so people would remember them.

Some say part of the reason our Neanderthal cousins weren’t as successful as us was because they had no stories. They could communicate, but because they couldn’t tell stories they couldn’t easily pass on vital information to others, including the next generation. Li’l Neanderthal kids couldn’t improve on their parents’ techniques, they just had to start over again from scratch. Not only that, no stories meant no societies, no belief systems, no sense of shared identity. It was a big bad world and they couldn’t cut it. Homo sapiens on the other hand were a dab hand. And the rest, I guess, is history. As in it actually is history.

Stories, like your first sexual experience, began around the campfire. Stories were passed down through poetry or song, from one generation to the next. But as time went on, the tales got taller. You just couldn’t rely on them. So someone invented writing which was obviously great. The only problem was that not everyone could write. Writing, and therefore the flow of information itself, belonged to the elite. It’s what allowed feudal society to flourish for centuries: keep the masses stupid and they’re a lot easier to deal with.

Then you get ol’ William Caxton, and Gutenberg, and all those other white men who took movable type mainstream (they’d been doing it all over East Asia for centuries but it just hadn’t really taken off). That hip little religious document only you knew about? Now it was all over the place. Monks were spitting out their flat whites in disgust.

Soon just about anyone with some knowhow, money and hutzpah could start distributing their own information on a relatively massive scale. Books, which had once been so heavy and so expensive they had to be chained to the library, and came in any quantity you liked as long as it was one, could now be passed from person to person, or even sent across the ocean. People, who up until then had just been informed (if they were lucky), were now connected. Feudalism was out: it was time to wave hello to parliamentary democracy. (Most of the time. With a few caveats. And not everywhere, obviously).

People just couldn’t get enough of being connected. And about a million inventions, tweaks and minor electric shocks later, we had kit that could send light and sound thousands of miles in a matter of seconds. Remember our friend Disney from Episode 1? He was a man who understood another milestone in this tale: mass audio-visual communication. Radio. Cinema. TV. Mass A-V made it even easier for popular movements to spring up, everything from Martin Luther-King’s speeches to Stalinist propaganda. Take-out: use it wisely.

And of course, this kind of mass media heralded the golden age of advertising—but sadly for us, it wasn’t to last. People got bored of just being connected. The next step was to become empowered. More overflowing wastepaper baskets, and we’d managed to invent the internet. Creating and disseminating your own information was now not only free, you could do it anywhere. It was about ten times easier than replacing the cartridge on a fountain pen, let alone setting up your own printing press or inventing an alphabet.

Now blockchain, subject of a thousand lines of LinkedIn Vogon poetry, is about to ratchet that up a gear. A distributed network will allow us to interact with information in a way that will make us, like the title of this series suggests, hyper-connected, and therefore hyper-empowered.

More than this, the crazy march of technology doesn’t replace one way of telling stories with another, it just creates more. The pen wasn’t replaced by the printing press, and the computer didn’t replace broadcast TV. And once we have blockchain, or whatever hell next thing turns up and screws around with the order of things, we’ll still have all the rest of that shit (yes, you do still have to write your nan a thank you note is what I’m saying). The world just keeps getting more complex, and as adwomen and admen we have to deal with that world. People went from doing what they were told to being able to do something about it—and reaching them is, if not quite impossible, then a total ball-ache.

Now that the information flow wasn’t a one way street, brands had to go from interrupting consumers’ lives to trying to infiltrate this hyper-communicated network: creating stuff people would seek out and want to consume. Content marketing, ya-dee ya-da, heard it before—but data made it a bit more fun. Data meant that you could get the right message (bag of monster munch), to right person (drunk man), to the right place (outside the takeaway), at the right time (when the takeaway has just closed). But without something to hold it all together, this message is about as useful as, well, a bag of monster munch. Yes, data can be the bridge between your ad and the consumer, but without a story—hell, a storyverse—to tie all the bits together, the consumer is never going to experience a cohesion of message. They’re never going to connect up all the piecemeal dispatches you send them into a unified whole—a brand storyverse, if you will.

So what I guess I’m saying is don’t end up like the Neanderthals—without a storyverse, every piece of communication your consumer receives is just a shot in the dark, destined to be drowned out by the noise. Now all you have to do is make like the stone age: tell a story, one that’s catchy, emotional, relevant—or your brand, like them hapless Neanderthals, is in danger of dying out.

 

Download Episode 2 – A short history of stories

Download Episode 1 – Advertising in Tomorrowland

Or, if you missed it, catch up on the entire first season.

 

SINK INTO SCHOOL SUPPLY SERENITY

M/H Partners with Staples for Back To School Campaign Does back-to-school shopping stress you out? Are you in need of some school-supply serenity? Look no further than Staples. We’re thrilled to work with the retailer on its latest campaign, launching this week. Back-to-school shopping can be chaotic for parents and kids, with retailers often running out of […]