Carat Juice #185
The latest freshly squeezed trends and news from the world of media.
Trend: Advertorial vs Native Advertising. Sisters or Twins? An Opinion Piece by Group Strategy Director Peita Pacey
Native advertising burst onto the scene in 2011 as the newest advertising flavour of the month. Promising a unique opportunity to seamlessly blend brand and editorial into something which worked at an almost subliminal level, media owners and advertisers worldwide embraced it enthusiastically. The idea behind it that by placing brands subtly within content would provide consumers with a less disruptive experience, thereby allowing them to embrace the brand messages naturally. Over years though, as is the trend of our industry, the lines between good old fashioned advertorial content, clever media placement and this new idea of 'native' advertising has blurred. So much so that it’s hard to decipher the differences. So what really is 'native” advertising' and how is it different to what we’ve used before?
'Chained' to Video
RnB singer, Usher, has used subscription music streaming service TIDAL to release his latest song, ‘Chains’, in a way that’s sure to catch the public’s eye. Centred on themes of police brutality, the song's interactive video only plays when the viewer is looking straight at the screen, commanding attention for the issue. Captured with facial recognition technology, the video features short case studies around victims, creating a highly emotive experience.
A Spooktacular Adventure
Target has unleashed an interactive YouTube series just in time for Halloween, taking audiences on a tour of a spooky haunted mansion. 360° technology allows viewers to explore each detailed room, and pop-ups let them choose where they’d like to go next. The videos double as a digital look-book, as each room is 'shoppable' with the click of a button. Social conversation is significant around this popular holiday and Target hopes to reach people while they're online looking for inspiration.
Instagram Goes Loopy
Instagram has added another arrow to its creativity quiver with a standalone app, ‘Boomerang’. The app, which doesn't require an Instagram login, enables users to combine multiple photos into one-second videos that play forward and backward in a loop. Many view this as a blow against Vine, the six-second video app owned by Twitter, with Boomerang sure to follow the successful path of other Instagram-built apps, like Hyperlapse.
Your Tweets Are Fowl!
Western Australian fast food company, Chicken Treat, has launched a bizarre social campaign that has seen brand ambassador, Betty the chicken, run their Twitter account over the past week. Betty will continue to ‘write’ her nonsensical tweets until she successfully tweets a five-letter word in English (which, in itself, is set to earn her a place in the Guinness Book of World Records). Though obscure, the campaign has helped the brand generate 8,000 followers in the last week, as well as broad PR coverage.
Seven Delivers Promising 2016
Seven Network’s recent TV Upfront sessions have received encouraging feedback from top media executives for laying down a strong offering for 2016. The Australian Open and the Olympics will be key highlights, with Seven’s commitment to content availability across all devices praised by many. Our own Paul Brooks from Amplifi indicated the programming outside of the Olympics appears strong enough to maintain audiences. Seven also unveiled several initiatives in automation, programmatic, live-streaming, plus an e-commerce app – stay tuned for more in the coming months.
A Change is Coming
This week has seen some exciting developments in the Australian media landscape, with the ACCC giving the green light for Foxtel to buy up to 15 per cent of Network Ten and merge their sales force under the Multi Channel Network (MCN). The decision is good news for the future of trading in the Australia and with the capability to grow the dynamic automation of TV buying across both Foxtel and Ten’s platforms, coupled with the inclusion of video assets to get a single view of the consumer, it’s great news for clients.
CLIENT Campaign of the week
Supercheap Auto Launches Bathurst Big Break
In line with their sponsorship of the recent Bathurst 1000, Supercheap Auto has announced the winner of the Supercheap Auto Bathurst Big Break Competition, which called upon entrants to create a 30 second commercial reflecting their perception of the brand. Culminating during the event’s telecast and amplified across digital and social, the campaign put the brand in the hands of consumers, surrounding a passion point for Supercheap Auto’s audience. Amassing 350 quality entrants and 160k votes, the top prize went to NSW contestant, David Smyth, whose entry ‘Having Baby’ gained 19,000 votes to take the crown from the other 9 finalists.