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Trump or Kittens – Innovatie

Monday, January 23rd, 2017

Happy Monday ladies and gentlemen

 

Welcome to this slightly later than scheduled episode of Innovatie.

 

In case you missed it, the world as we know it officially came to an end on Friday. The times they are a-changin’. So is it sink or swim? Adapt or die? How about we take a leaf out of the new POTUS’s book, and only see the things we want to see instead! #alternativefacts

 

What if, instead of having to look at Trump’s picture all over the internet, you could look at something cute and fluffy instead? Well… There’s a Chrome Extension for that. Here at Viz HQ, we’re an office of Momentum-lovers (if you don’t have it – scarlet for ya – get with the programme and get it here), but there’s now a new player in town. Make America Kittens Again is an extension you can put on your Chrome browser that will replace all pictures of the US President with pictures of cute little kitty cats. Naawwwwwwwww.

 

Bound to cheer anyone up I think.

 

In general though, this is just yet another example of the growing trend of people being in more control of what they consume. Which I think at the start we all saw as a good thing – I personally don’t want to see Breitbart on my newsfeed, for example – but in actual fact it’s made everyone’s world a lot smaller, and also made people believe that everyone thinks the same way as they do. This is why so many of us got such a shock with Brexit and Trump: if you only ever see your own ways of thinking reflected back to you, it’s very very hard to believe there are many others out there that don’t share your world view. Obviously this one is just a bit of craic, but it reflects an interesting global trend that probably deserves a lot more discussion than it’s currently getting here in Ireland. It’s more a media owner topic than an agency one, as the responsibilities for journalistic integrity and balanced reporting lie with them and not us, but sure isn’t it good to be in the know? As a member of the industry, but also as a citizen.

 

So there you have it, folks. Isn’t it mad to think that despite all the different information, opinions and ways of life that are out there, almost all of us automatically default to what we know already. Better the devil you know, maybe.

Side note: This is also potentially a reason for why people stay in bad relationships (quality is not great on that video, but very funny nonetheless, give it a go).

 

Until next time

In kittens we trust

Innovatie

 

P.S.: I feel I have to do due diligence here and inform you there is a way to have a Kardashian-free internet (why you’d want that, I do not know… Takes all kinds I suppose). Another Chrome extension, which you can get here.

 

@KatieRochford

VOGUE: Influence vs Reach – Innovatie

Friday, November 4th, 2016

Afternoon folks

 

Hope everyone had a good Halloween!

 

Apolz for leaving you hanging last week… I know some of you were waiting with bated breath but I didn’t want to disappoint anyone with a below-average Innovatie. Plus, this one required some thinking so I wanted to make sure I wasn’t hungover writing it did it justice.

 

It’s a bit of a departure from the usual techy stuff, and is more about a new way of thinking, rather than an actual innovation in tech or advertising formats.

 

The Chief Digital Officer at publishing giant Condé Nast (they own Vogue, dontcha know) has made the argument that the idea of reach being paramount (basically the insistence that having as big an audience as possible is all that matters), is outdated and too simplistic.

 

Side note: His name is Wolfgang Blau. WOLFGANG. What a name!

 

Anyway, he agrees that building an audience is important, as is growth, but believes you don’t have to be huge to be influential. Vogue is actually a really great example of that… How many people do you think actually read Vogue? It is H E A V Y  G O I N G, trust me, and I love clothes. But it doesn’t matter that its actual reach isn’t as big as you think it is, because it has so much influence and commands a lot of respect from the wider fashion industry.

 

Now, there are a wide number of factors that have contributed to that over the years, but I think the point here is that sometimes you have something (a product, a brand, even a campaign) so great, that getting everybody to like it isn’t necessary. Obviously there are some stipulations, like if you’re a new business trying to turn a profit, you need to just sell sell sell regardless, this approach is most likely not applicable. Also, he is referring to the audience of a publisher; which is of course different to the target audience of an advertiser trying to sell a product, but I think it’s a refreshing take on how we view the importance of mass reach.

 

Take home message is, there’s more metrics of success than eyeballs.

 

If you have 5 minutes, it’s worth giving the article a read: http://digiday.com/publishers/conde-nast-international-digital-chief-cant-win-race-reach/

 

 

So that’s all from me, boys & girls!

If you’re heading to Metropolis this weekend, mind yourself and remember not to talk to any strangers

 

Peace sign

Innovatie

 

Snap Inc. Spectacles – Innovatie

Friday, September 30th, 2016

Before we get stuck in, I just want to flag that this is week’s Innovatie is verrrry P R E D I C T A B L E, but I just think they are so so cool, I couldn’t resist. So, without further ado, I give you… SNAP SPECTACLES!

 

In case you’ve been living under a rock, Snap Inc. (new name for Snapchat) have decided to enter the wearables space with a pair of snap-recording sunglasses. “But wait!” I hear you say, “aren’t they just copying Google Glass?” Well, that’s an interesting point my friend, but you’d be wrong there. These shades are basically the opposite of Google Glass.

 

First of all, they’re fun. They’re going to come in three different colours and basically look like something you’d pick up in a souvenir shop on your hols. Evan Speigal even refers to them as a toy. Secondly, they’re cheap (compared to Google Glass, which launched with a retail price of $1,500), costing less than a pair of Ray-Ban aviators, at $129. Finally, the whole point of the Spectacles is not to make progress in technology, or change how we interact with the world… All they are for is recording your Snap videos and uploading them directly to the app. Oh, and before your inner creep gets too excited, they will have little lights on the front that will flash to indicate recording. Check out the video here: https://youtu.be/XqkOFLBSJR8

 

All that aside, Spiegs is cautious: only a small number are going to be produced to begin with, and they will be rolled out slowly to see how they land. Now of course there’s a chance that these will be a complete flop, but all Snap Inc. needs is for the shades to stay cool for long enough to get us mugs buying a pair in the hopes of coming the next James Kava (cos we’re all gas b*tches).

 

For brands, I see two main possibilities: Firstly, they could give pairs to their consumers at events / to influencers to capture footage and push this out as part of comms. Secondly, further down the line, wouldn’t it be cool for a brand to do a partnership with them?? I’m thinking S P E C T A C L E S  x R A Y – B A N. Remember, you heard it here first.

 

So in conclusion, I can’t wait to get my hands on a pair.

 

That’s all folks

Same time, same place next week

 

Remember, be good. And if you can’t be good, be careful

 

Innovatie

Social Media & Product Placement

Friday, August 21st, 2015

Advertising happens on every social platform. Whether it has been formally monetised or not is irrelevant; people (and brands) will find a way to promote on every corner of the internet, guerrilla-style or otherwise. Product placement in social is a bit of a grey area at present, but for brands and influencers alike, it’s proven too lucrative to pass up.

Now often employed as a brand’s sole tactic, product placement on these platforms may be ‘brave’ in traditional terms, but understandable when you see the reach and high frequency that a lot of the ‘newer’ social platforms hold. In the most recent Social Messaging Quarterly, daily use of Snapchat usage was higher than any other platform (and 10% ahead of WhatsApp) at 63%.

Some Irish influencers are reporting (and screenshotting) as many as 40k views on their public Snapchat stories. This is incredible, especially when compared to YouTube and Facebook video. It’s even more interesting to consider that all views are organic, and makes for the perfect product or brand placement opportunity. Influencers in most categories are used to talking about and reviewing products in a native tone of voice, and Snapchat is a great way to extend the reach of any campaign when working with any socially ‘famous’ figure.

The self-destructing nature of content on Snapchat means that there is not much of a trail for the likes of the ASAI to follow (save for screenshots). It’s certainly imperative for advertisers request records of all paid activity on the platform, as well as the view count.

 

Given the popularity of Instagram with youth audiences, it’s unsurprising that Instagram is actually becoming a bit cluttered in terms of sponsored content and product features – though not all are disclosed as such.

Another nice and less utilised tactic is to do a sponsored Instagram ‘takeover’. An influencer (or several) may create ‘guest posts’ on a brand account for an agreed period, and also encourage their own followers to engage with this content, which works very well in increasing affinity and following for brand accounts. With paid advertising approaching fast on Instagram for Ireland, we may see a slow-down in the ‘native’ approach as advertisers test capabilities on the ad platform.

The procedure for disclosure on these platforms is a bit hazy, to say the least. There is no clear standard set out by the ASAI, but best practice is of course to be upfront. Using #ad or #spon is a good safeguard against backlash and even if legal guidelines are not in place, advertisers are best placed to uphold a good standard of integrity and honesty across the board.